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Site Traffic Analysis
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As a business web site becomes a net citizen’s gateway to your
business, analysis of site traffic is the best market research to
understand potential customers. As a marketer, you need to identify
valuable data and how to interpret them. There are many software
packages offering complete analysis of site visitors and performance.
Site traffic statistics keeps track of the number of visitors and
trends. For accurate analysis collect three weeks worth of data due to
daily counter fluctuations. Because there is less activity over
weekends than weekdays it’s wise to compare the counter between the
same day of the week if you like to read the trend. From the number of
visitors, the most valuable data is the amount of new and returning
guests. In most websites, the quantity of returnees shows the website’s
potential growth. However, from the advertiser’s viewpoint, the
newcomer may be more valuable than someone coming back to the site for
another visit because he prefers to reach a larger audience.
Popular page count shows the visitor’s activity onsite. The least
visited page is an excellent indication for improving content. Other
factors leading into low ratings on a certain page are a broken link or
if it’s too deep into the hierarchy. The entry page demonstrates how
the visitor lands on the web site; the popular page is similar.
However, if the other page has high count as the entry page then it’s
an asset. It is worth promoting the entry page by improving access of
the page from a search engine.
Information on where visitors came from is important because visitors
are easily identified through the search engine, but others arriving
from other websites can vary and it shows a myriad of ways to improve
traffic.
By learning search terms used by customers, site marketers can improve
search ranking of site’s keyword. If the site’s objective does not
match with popular search term, maybe it is time to update it for
keywords to match with what most visitors use.
The information on visitors becomes valuable. This type includes
physical location of visitors and owner of IP addresses. Physical
location contains the country, state and city. The owner of the IP
address can either be an institution or the name of ISP server.
Depending on the nature of business, any of these will help the website
marketer understand how to reach future customers. |
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