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What are the most important items I should be analyzing in my website statistics?

Posted at Aug 4, 2009 7:03:10 AM by Bill Teubner | Share

One of the biggest tragedies in today’s modern business world is the under-analyzation of data. We have so many tools that can leech information from our customer base, but without proper analyzation of that data, it is all for naught. Your business website provides an incredible wealth of data that can be used to help develop your brand, but you have to know how to crunch the numbers. Here are just a few tips for making sense of your website statistics.

First off, the most basic statistic of all is the number of users that are visiting your site. This stat is broken up into new users that have an IP address that is new to your site and users that have returned. Obviously, you want to see both of these statistics high, but return users are especially important. We all know that word-of-mouth advertising is worth its weight in gold, but one time visitors who never come back won’t help your website turn a profit. The key is return visitors that buy.

Every website should have a place where people can sign up for more information, create an account and so on. This is called lead creation, and it is vitally important for any small business. Every one of these leads can translate into a lifelong customer, or better yet, a whole slew of customers who tell others about their experience. The more leads you have, the better. Lead creation should be one of the chief focuses of your website, next to actually selling your products or services.

Web stats can be really confusing, especially if you are new to the game. One that you want to keep an eye on is your conversion rate. You can figure your conversion rate by looking at how many visitors you had in a day and how many of those people either bought something or left behind their name and information. Don’t be too disappointed if your rate is only about 2 percent. That’s average, believe it or not. Since web browsing is considered more of a private form of shopping than visiting a store, people don’t feel any pressure to buy or even stick around if they get distracted.

Having an IT department that gathers useful web statistics is an important feature every small business should have, but if you don’t spend some time looking at your stats and using them to your advantage, you are wasting your time completely.

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