The Logistics of Web Site Statistics:
How to Measure the Success of your Web Site.
by Colleen Happ
Web statistics are probably the most under-utilized tool that web owners have at their disposal. They are FREE and they can tell you
- How many people are visiting your site.
- How they found your site.
- How long visitors stay at your site.
- Which pages are most popular.
- If there are any errors on your site.
Most reputable hosting companies will provide you with statistics to let you know how successful your site is.
"web stats allow you to effectively monitor and track how customers use your site, where they go and if they buy."
Here is a brief explanation of some of the great information you can find:
- Page Views
This is an important statistic because it measures the stickiness of your site. You want a high number of page views per visitor because that means site visitors are staying longer at your site. The longer someone stays, the more likely they are to buy. - Hits
This really isn't an important statistic. The number of hits equals the number of files sent to the user per page. For example, if a page has 20 pictures on it, then one page will trigger 21 hits (1 for the page, 10 for the pictures). - Referrers:
This is how people are getting to your site. This may be through search engines, other sites that are linked to yours or direct requests that people have typed into their web browser. - Exit/Entry Pages
This shows the first and last pages people view on your site. If too many of your entry and exit pages are the same, you may want to consider redesigning your site, because visitors aren't exploring all you have to offer.
Web sites can be re-designed and evaluated based on your web stats. For instance, if you have important information on a page that isn't very popular, you need to move that information to another page or try to direct visits to the page that information is on.
Web stats can also be used to track the success of your marketing efforts. Is advertising bringing hits to your site? Is your newsletter working and bringing visitors to your site?
Web statistics are an invaluable source of information for a business owner and they should be checked at least once a month to track the success of your site and trends over time.
What I love the most about the Internet and Internet marketing is that it is measurable. With newspaper or television advertising, you don't know who saw your message, or if it had the desired effect. With web sites, web stats allow you to effectively monitor and track how customers use your site, where they go and if they buy. They are a remarkable tool that should not be ignored.
Call me at 403-807-8225 and I can help you access and interpret your web stats.
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