Website Statistics: Turning Browsers Into Buyers

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A critical website management task that often goes unattended is monitoring site traffic.  Most of us make a mistake by limiting tracking efforts to recording the number online orders received.  Another common mistake is using inaccurate measures to estimate site traffic, hits for example.  Small business owners can get a better sense of what content and marketing activities are working by monitoring a small set of site metrics on a regular basis (at least monthly).  Almost all web hosting packages offer basic site traffic analysis tools that, if used, will get the job done.

 At a minimum, you want to know how much traffic you receive; where your traffic is coming from; what content is being viewed and the number of visitors who buy or engage a desired action . Some important measures are:

  1. Total Visitors: This number represents the total number of individuals who visit your site in a given time period. If a visitor leaves the site and returns within the selected time range, they are only counted once.  A tracking code (cookie) might be placed on the visitors machine to uniquely identify them.
  2. Total Visits:  A visit is recorded each time an individual accesses your website.  A single visitor can generate multiple visits.  Important here are the number of repeat visits.  This is a good estimate of your site’s popularity.  Flashy sites typically have low repeat visit numbers (remember this).
  3. Page Views:  A page view is recorded each time a web page is loaded in a visitor’s web browser.  A single visit can generate multiple page views.  Reports ranking your top 10 or 20 page views will flag content your visitors find valuable or alert you to areas of improvement.  If page 3 hosts your dynamite sales video but the page is not receiving much traffic, it might be time to move it to a more popular page.
  4. Referrers:  Shows where your traffic is coming from.  Referrers can come from online ad placements, links on partner or affiliate sites, online press releases and many other sources.  Referrer stats can reveal web properties you might consider building or deepening relationships with.
  5. Path Analysis:  Path stats show common page sequences visitors use to move through your site.  The most important path to understand is the “buy path”.  This is the path browsers take to become buyers.

There are many other helpful web statistics but following these few on a regular basis will deliver more bottom line value than adding the next Flashy, popping web doohickey to your site.  This data will help you understand your visitors behavior which is critical to the success of your website efforts.

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One Response to “Website Statistics: Turning Browsers Into Buyers”

  1. Website Owners: Your Content is King « The Eastonsweb Multimedia Blog Says:

    […] The Eastonsweb Multimedia Blog Helping businesses attract and keep the best customers. « Website Statistics: Turning Browsers Into Buyers […]

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