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Analyzing
Website Traffic
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
Analyzing your web traffic statistics can be an invaluable tool for a
number of different reasons. But before you can make full use of this
tool, you need to understand how to interpret the data.
Most web hosting companies will provide you with basic web traffic
information that you then have to interpret and make pertinent use of.
However, the data you receive from your host company can be overwhelming
if you don't understand how to apply it to your particular business and
website. Let's start by examining the most basic data - the average
visitors to your site on a daily, weekly, and monthly basis.
These figures are the most accurate measure of your website's activity. It
would appear on the surface that the more traffic you see recorded, the
better you can assume your website is doing, but this is an inaccurate
perception. You must also look at the behavior of your visitors once they
come to your website to accurately gauge the effectiveness of your site.
There is often a great misconception about what is commonly known as
"hits" and what is really effective, quality traffic to your
site. Hits simply means the number of information requests received by the
server. If you think about the fact that a hit can simply equate to the
number of graphics per page, you will get an idea of how overblown the
concept of hits can be. For example, if your homepage has 15 graphics on
it, the server records this as 15 hits, when in reality we are talking
about a single visitor checking out a single page on your site. As you can
see, hits are not useful in analyzing your website traffic.
The more visitors that come to your website, the more accurate your
interpretation will become. The greater the traffic is to your website,
the more precise your analysis will be of overall trends in visitor
behavior. The smaller the number of visitors, the more a few anomalous
visitors can distort the analysis.
The aim is to use the web traffic statistics to figure out how well or how
poorly your site is working for your visitors. One way to determine this
is to find out how long on average your visitors spend on your site. If
the time spent is relatively brief, it usually indicates an underlying
problem. Then the challenge is to figure out what that problem is.
It could be that your keywords are directing the wrong type of visitors to
your website, or that your graphics are confusing or intimidating, causing
the visitor to exit rapidly. Use the knowledge of how much time visitors
are spending on your site to pinpoint specific problems, and after you fix
those problems, continue to use time spent as a gauge of how effective
your fix has been.
Additionally, web traffic stats can help you determine effective and
ineffective areas of your website. If you have a page that you believe is
important, but visitors are exiting it rapidly, that page needs attention.
You could, for example, consider improving the link to this page by making
the link more noticeable and enticing, or you could improve the look of
the page or the ease that your visitors can access the necessary
information on that page.
If, on the other hand, you notice that visitors are spending a lot of time
on pages that you think are less important, you might consider moving some
of your sales copy and marketing focus to that particular page.
As you can see, these statistics will reveal vital information about the
effectiveness of individual pages, and visitor habits and motivation. This
is essential information to any successful Internet marketing campaign.
Your website undoubtedly has exit pages, such as a final order or contact
form. This is a page you can expect your visitor to exit rapidly. However,
not every visitor to your site is going to find exactly what he or she is
looking for, so statistics may show you a number of different exit pages.
This is normal unless you notice a exit trend on a particular page that is
not intended as an exit page. In the case that a significant percentage of
visitors are exiting your website on a page not designed for that purpose,
you must closely examine that particular page to discern what the problem
is. Once you pinpoint potential weaknesses on that page, minor
modifications in content or graphic may have a significant impact on the
keeping visitors moving through your site instead of exiting at the wrong
page.
After you have analyzed your visitor statistics, it's time to turn to your
keywords and phrases. Notice if particular keywords are directing a
specific type of visitor to your site. The more targeted the visitor -
meaning that they find what they are looking for on your site, and even
better, fill out your contact form or make a purchase - the more valuable
that keyword is.
However, if you find a large number of visitors are being directed - or
should I say misdirected - to your site by a particular keyword or phrase,
that keyword demands adjustment. Keywords are vital to bringing quality
visitors to your site who are ready to do business with you. Close
analysis of the keywords your visitors are using to find your site will
give you a vital understanding of your visitor's needs and motivations.
Finally, if you notice that users are finding your website by typing in
your company name, break open the champagne! It means you have achieved a
significant level of brand recognition, and this is a sure sign of
burgeoning success.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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