reading your web statistics
Every time someone visits your site, their information
is recorded. Where they came from, which pages they
visited, where they “entered” and “exited”
your site, and so on. Traffic reporting software,
like Google Analytics and Urchin Statistics (owned
by Google) organises this data into meaningful patterns
These traffic reports or website stats reports are
one of the most overlooked tools available to help
you understand how your site is performing and to
increasing its performance. Reading these reports
can uncover areas which can be improved and which
may bring you lots of business.
Whichever traffic report software you use, you can
find out what visitors to your site are doing and
where they are coming from. Those who use the Urchin
statistics package get a really good range of statistics.
If you don't, we do recommend Google Analytics and
in fact, it doesn't hurt to have them both! And you
may find Google Analytics much easier to follow.
Here are some of the things to look at.
This shows the phrases visitors used in the search
engiens when they found your website.
Shows your website's
unique visitors, that is unique individuals who view
your website within a specified period of time.
number of visits over a period of time and whether
they are changing. From this you can see whether a
particular advertisement or promotion helped drive
people to your site.
hits - this is a request to the server where your
site is hosted. Each file is counted as a hit so it’s
a figure to be careful with. Each image on a page,
for example, equals a hit so one visit on one page
might equal 11 hits!
visit duration – length of time people are spending
on the site. If they are not staying lone, you may
need to review your content.
Pages and content
You can see here which your most popular pages are.
This can tell you which are important to customers
which may help determine new products for your business.
Entries and exits
Shows where people are entering and exiting your site
and what they look at in between. If many seem to
exit from the same page it might need to be reviewed.
Here you can see where your visitors are coming from,
such as search engines or other sites. This can also
tell you search phrases visitors are using to find
you. If you understand what people are searching for
it can help you create more focused content.
You can see the domains, countries and IP addresses
of your visitors. So, if you are offering accommodation
and most of your visitors are from France, maybe you
should consider including some pages in French on
Web statistics can certainly help you determine the
behaviours of people visiting your site. They are
an undervalued tool for reviewing and improving your
website and in turn your bottom line. You can focus
on the pages visitors most use and improve them and
research why certain pages are unpopular and improve
those, both of which will improve your visitor numbers.
If you'd like help in reviewing your web stats and
getting a plan of action together, please give
us a call.