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Web Traffic Analysis and Your Bottom Line
By Scott Buresh
Most companies that have websites
have access to web traffic statistics, usually provided
by their web host. Those that don't take advantage
of these files for web traffic analysis (or use a
bargain basement web hosting company that doesn't
provide them) don't know what they are missing- there
is a wealth of information to be found, and reacting
to this information can have a positive impact on
a company's bottom line. What follows are some of
the most basic web traffic statistics that are typically
available for web traffic analysis, followed by brief
suggestions on how to use the information.
The Myth of "Hits"
Most web surfers have come across sites that boast
about "20,000 hits per day" or something
similar. But what does this mean? To an internet marketer,
unfortunately, not much. "Hits" actually
refers to the number of requests for information the
web server receives. To use an oversimplified example,
if your homepage has 20 separate graphics on it, each
visitor to that page will account for 20 hits. If
you were boasting of 20,000 hits per day, you would
really only be talking about 1000 visitors. Obviously,
this statistic is not a fair indication of actual
site visitors, and shouldn't be figured into your
web traffic analysis.
Average Visitors (Daily,
Weekly, Monthly)
This is the true measure of website activity. Of course,
more traffic is desirable in most circumstances (provided
it is at least somewhat targeted). Without access
to these web traffic statistics and the ability to
look at visitor history, it is impossible to tell
if your traffic building initiatives, whether online
or offline, are working. It should be noted that the
more your traffic increases, the more accurate the
rest of your web traffic analysis becomes. This is
simply because trends in a larger sample are more
telling than trends in a smaller sample where a small
number of atypical users can skew the results.
Average Time Spent On Site
and Average Page Views Per Visitor
These web traffic statistics can be very useful in
determining how your site is connecting with visitors.
If the average time that people spend on your site
is small (for example less than a minute), or the
average visitor only visits one or two pages, your
web traffic analysis may tell you that there is some
sort of problem. Perhaps your site is attracting the
wrong traffic, with visitors abandoning the site quickly
when they realize it isn't what they were seeking.
Perhaps visitors are confused by the navigation and
decide to look elsewhere. Maybe your site, even though
you love it, gives off an inexplicable bad vibe. Whatever
the case, an awareness of the time people spend on
your site and the number of pages they view can bring
a potential problem to your attention, and help you
gauge how effective your solution is.
Most/Least Requested Pages
These web traffic statistics are helpful in determining
the "hot" and "cold" areas of
your site. If you notice that a page that you think
is important is not getting any attention, perhaps
the link to this page should be made more prominent
or enticing. On the other hand, if there are areas
of the site that you deem less important that are
attracting a great deal of your traffic, you can shift
some of your sales/marketing focus to those pages.
Whatever you find in these stats, you can bet that
it will give you valuable insight into the interests
and motivations of your visitors- a cornerstone of
web traffic analysis.
Top Exit Pages
There are probably certain pages of your site where
you don't mind visitors leaving (after all, they can't
stay forever). A confirmation page after they fill
out a form might be one example of a reasonable exit
point. A contact page that tells visitors how to get
in touch with your company might also be acceptable.
Unfortunately, it is unrealistic to assume that each
of your visitors is going to find exactly what they
are looking for on your site, so it is normal to see
a wide range of exit pages. However, if your web traffic
analysis tells you that a high percentage of visitors
are leaving on any particular page, it bears some
close scrutiny. Sometimes minor modifications in content
can have a positive impact on visitor retention.
Top Search Phrases
Unlike the other web traffic statistics, which are
primarily based on traffic already at your site, this
data can be very useful in understanding what type
of traffic is coming to your site. If you see relevant
phrases that bring you consistent traffic, you can
assume that you are getting some targeted traffic.
On the other hand, if there are predominant phrases
people are using to find your site that are unrelated
to your business, you know that at least some of your
traffic is of a lesser quality. In addition, if you
notice that people find your site by typing in the
name of your company, you should be pleased to know
that you have achieved some level of brand awareness.
By examining the search phrases that your visitors
are using in your web traffic analysis, you gain a
better understanding of your visitor.
Conclusion
Some people are intimidated by web traffic statistics
(mostly because of the sheer volume of data available),
but they shouldn't be. While there are many highly
specialized statistics that can be used for more in-depth
web traffic analysis, the above areas alone can provide
invaluable information on your visitors and your website
performance. Remember- this data is available for
a reason. It's up to you to use it!
© Medium Blue 2007
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