Web site statistics

Web Site Statistics and Why They Matter

Do you know how many visitors come to your Web site? Do you know which pages they visit and how long they stay? Which search engines, keywords, or advertising links send them? This is just some of the information good Web site statistics give you about Web site visitors. If you or your Webmaster analyzes these statistics you have a better understanding of who your visitors are and how they use the Web site. You can benefit by evaluating navigation patterns, most-viewed pages, and exit pages. Reading and deciphering Web logs can be a time-consuming job, but the information obtained is extremely valuable.

Web Site Log Analysis
Most Web site hosting companies provide a log analysis program which presents server log information in an understandable way or there are a number of inexpensive yet quality log analysis applications available for purchase. Often the programs provide graphs or visual presentations to help you see patterns.
When you view your Web log analysis, it is easy to misunderstand what the actual results mean and which results matter the most. Combine the log file information with your other business information to make the most of your data.

Number of Unique Visitors
One misleading term is the number of "hits" a Web site receives. Usually, this means referrals to a file, not a page. For instance, each time a picture appears, that is a hit and each page may hold several pictures including backgrounds and buttons. Instead, pay attention to the number of unique visitors.

How many unique visitors visit your site each day? This statistic, by itself, is interesting, but when compared to a previous week or month's logs, patterns emerge. Sudden declines in site visitors might indicate server downtime or dropped links, while sudden increases might indicate a successful ad campaign or improved search engine ranking. Details in a log file alone are not conclusive proof of an ad campaign's success, but this assumption can be verified if sales for the corresponding time period have also increased.

Traffic is not your only goal; qualified traffic that converts a visitor into a buyer is the goal of most Web sites. You need to use logs to validate advertising campaigns and track where traffic is coming from. The statistics will help determine who your visitors are and what their browsing and buying habits are.

Entry Pages
On what page does a visitor enter your Web site? Is a specific page on the site drawing a high amount of traffic? Are others never seen? Do visitors come back to the Web site? How long do they stay on your Web site or a specific page? If users return regularly to the site or remain on a specific page for an extended period of time, the content of that area is valuable. What specific areas on the site interest visitors? Can you expand those sections to increase the overall interest and value of the Web site?

Exit Pages
Where do visitors leave your Web site? When a visitor comes to your Web site, the site has just a few seconds to grab the visitor's interest. Slow-loading pages or missing graphics will send visitors and potential customers away.
Does a specific page have a large number of visitors leaving the site? Perhaps the content needs updating. If the exit page is part of an order form, why are they leaving? Is there an irritating element in the order process?
You should also consider the traffic source. Are visitors landing on a page that does not relate to their initial search terms? Directing visitors to pages relevant to their interests will help reduce quick exits.

Page Not Found
Are visitors attempting to access pages that are no longer on your Web site or do you have bad navigational links? Check logs for any pages or graphics that generate errors.

Referrals
Which Web sites are sending traffic to your Web site? Sites that have visitors with related interests can send referrals that may be more interested in making a purchase. High-quality related sites send better customers than poorly made or unrelated sites. Search engines that rate your site highly for relevant search terms are a valuable referral source.

Keywords
Which keywords (search terms) are working and which aren't? You want your keywords to actually bring you customers and leads, not just visitors. If you purchase sponsored search term links, you can buy the keywords that result in sales and improve your bottom line. You can judge how well each of your paid keywords performs relative to your unpaid keywords.

Evaluate your Web logs often to continuously improve your site and measure your success.