Using Web Site Statistics to Increase Your Traffic

Using Web Site Statistics to Increase Your Traffic

Most people don’t understand how to use the statistics on visitor traffic generated automatically by a web site server. By properly reporting and analyzing your statistics, you can target weak or unattractive areas on your site and determine why your visitors are coming.

Using Logfile Traffic Statistics for Your Web Site

Your first and most important step for increasing web site traffic is analyzing the statistics in your log files. There are numerous commercial programs for doing this, some very pricey; but if your web site isn’t incredibly large, you can use Analog, which is as good as any of the commercial programs and better than many.

Analog goes through your log files and automatically generates reports giving you information such as who your web site visitors are; how many unique visitors you’ve had; what sections of your site they are visiting the most; and how they are searching for sites like yours on search engines. The reports are easy to read and analyze, and generate very quickly.

Traffic Statistics Target Web Site Weak Spots

The hard part is targeting your weak spots. Now that you have your report, ask yourself questions such as: what is my intended market? Are they the ones who are visiting? If not, who is? How are they looking for me in search engines — what key words are pulling up my site? For instance, if you are running a travel agency web site focusing on pulling international visitors to places in the United States, and 85% of your unique site visitors are from America, you probably have a problem.

You can also look at peak usage time and the amount of traffic at those times, which can give you valuable information on whether your customers are aware you have new information out for them; whether you need to purchase more web space or more bandwidth for your site; and even when you might want to put special offers out on the web site.

Web Site Traffic Statistics In Action

Here’s a test case: Joe owns a specialized toy shop and sells online. He runs his web statistics and finds that most of his online customers are coming from New York City; that the most frequently-used term turning up his site on search engines is “Model train”; and that most of his visitors stop by on Saturday afternoon.

He compares this information with other marketing information and decides most of his customers are from New York because of a very successful ad he placed in a free weekly paper there (so determines to do the same for other parts of the country); that he probably has too much information on “model trains” on his homepage; and that since his visitors peak on Saturday but his sales peak on Tuesday, that it might be a good idea to run one-day specials on Saturdays to encourage more purchasing on that day.

Bonus: he ties the one-day special to a registration for an emailed newsletter, which he plans to send out every Wednesday to try to spread out his traffic a little — he’s getting close to maximum bandwidth usage on Saturday.

Emulate Joe. Use web site traffic statistics to enhance your overall marketing program. — Jamie Wilson

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Web analytics help you to find out the statistics of a website, especially Google Analytics will give you the sufficient information.

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