Website Statistics for Site Analysis
Popular Web Statistics Packages
Most web hosting companies provide website statistics included in their hosting packages. At least, the better ones do. Watch out for any hosting company that wants to charge you extra for website statistics.
The two most popular website statistics packages (at least on the Linux platform) are Awstats and Webalizer. Let's take a look at them both.
Awstats tracks unique visitors, number of visits, and number of pages. It also makes provision for breaking these stats down to a daily basis, as well as giving you geographic breakdowns, breakdowns by browser type, and breakdowns by referrer (in other words, from which other websites did people click through to your website). It also has a full list of keywords that were used to find your site.
Webalizer, another type of website statistics, also gives you breakdowns by country, by browser, and so on; however, it only gives you the top 25 or so keywords used to find your site. This is a drawback since you would want to study all your keywords to see whether your marketing efforts are paying off—that people are finding your website through the right keywords etc.
The greater the traffic to your website, the more precise your analysis will be of overall trends in visitor behavior. The smaller the number of visitors, the more a few anomalous visitors can distort the analysis.
What can you learn from your website statistics?
The aim is to use the website statistics to figure out how well or how poorly your site is working for your visitors. One way to determine this is to find out how long, on average, your visitors spend on your site. If the time spent is relatively brief, it usually indicates an underlying problem. Then, the challenge is to figure out what that problem is.It could be that your keywords are directing the wrong type of visitors to your website, or that your graphics are confusing or intimidating, causing the visitor to exit rapidly. Use the knowledge of how much time visitors are spending on your site to pinpoint specific problems, and after you fix those problems, continue to use time spent as a gauge of how effective your fix has been.
Additionally, website statistics can help you determine effective and ineffective areas of your website. If you have a page that you believe is important, but visitors are exiting it rapidly, that page needs attention. You could, for example, consider improving the link to this page by making the link more noticeable and enticing, or you could improve the look of the page or the ease that your visitors can access the necessary information on that page.
If, on the other hand, you notice that visitors are spending a lot of time on pages that you think are less important, you might consider moving some of your sales copy and marketing focus to that particular page.
As you can see, these website statistics will reveal vital information about the effectiveness of individual pages, and visitor habits and motivation. This is essential information to any successful internet marketing campaign.
Your website undoubtedly has exit pages, such as a final order or contact form. These pages you can expect your visitor to exit rapidly. However, not every visitor to your site is going to find exactly what he or she is looking for, so statistics may show you a number of different exit pages. This is normal unless you notice an exit trend on a particular page that is not intended as an exit page. In the case that a significant percentage of visitors are exiting your website on a page not designed for that purpose, you must closely examine that particular page to discern what the problem is. Once you pinpoint potential weaknesses on that page, minor modifications in content or graphic may have a significant impact on the keeping visitors moving through your site instead of exiting at the wrong page.
Hit Counters
A couple of years ago, it was very fashionable to have a 'Hit Counter' on your website. It supposedly showed the whole world how many 'hits' you've received to date. As with all trendy fashions, the Hit Counter as we knew it has seen its day. Today, you run the risk of being labelled a newbie, or a hobby website owner if you have a hit counter on your website.The problem with hit counters is the following:
Clearly, collecting accurate website statistics is not straight forward. Different website statistics tools also have different ways of referring to the traffic. Let's look at some common definitions, starting with 'hits'. Simplistically, a hit is counted for each and every piece of information that is displayed on your website. (A more technical explanation would be that a hit is counted for each information request received by the server). So if you have five pictures on your page, there will be a hit counted for each of those pictures. You can see that hits are not a very accurate way of measuring website traffic.
Unique Visitors
A better measure would be unique visitors. A unique visitor is, in theory, one person visiting your website during the reporting period. Now, the internet cannot 'see' you. It doesn't know that you are the same person using your PC from home and from work. The way that the internet measures a 'unique visitor' is by looking at the IP address of the requestor (that is normally you). When you are logged into the internet you get assigned an IP address. Each server on the internet has an IP address. IP addresses (Internet Protocol Addresses) are like street addresses or telephone numbers. Now, the problem is that there is really no consistent way of assigning IP addresses. In some areas of the world, an IP address is pretty much permanently allocated to you when you get an internet connection. In other places, blocks of IP addresses are shared between a number of internet users. Also, if surfers make use of work internet facilities, it must be realised that places of work are often connected to the internet through a proxy, with one IP address. In practical terms, therefore, you might have 200 workers all using the internet through one IP address.The concept of unique visitor, thus, also does not spell out the full picture.
You are also going to need information about visits. One unique visitor might visit three pages, or return to visit your site after an hour. Some website statistics programs also collect information about the pages.
The thing is, not any one website statistics program will give you the same statistics as another. They all measure website statistics slightly differently. For example, one program might take the time period between visits to be one hour, while others might only see it as a half hour. In other words, if someone visits a website and stays on a page for 20 minutes, then closes a page, and returns to it within a 30 minute timeframe, it will be counted as 1 visit. But if someone visits a website, close a page, and return to it after 1 hour and 10 minutes, it is seen as 2 visits. See why website statistics is not as straightforward as it sounds?
Your best bet is to find a package that you are comfortable with and stick to that, so that you always have a constant base for your frame of reference.