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What do your Webstats reveal?

A recent survey published in .NET magazine claims that 83% of SME businesses don't improve their websites by acting on information which is readily available to them in the form of their website user statistics.

This figure shocked me. I can only assume this is due to SME businesses either not realising how valuable this information is, or perceiving that interpreting it requires in depth technical skills. I guess there is also the possibility that they don't consider their websites to be important enough to warrant the time an effort, but it's hard to believe that the majority of small and medium sized businesses don't realise the importance of their website these days.

Googles free web stats tool "Google Analytics" provides an ever increasing range of features which help you to understand how your website is performing. In my experience, when you show many business owner's what "Google Analytics" will tell them about their website they are gobsmacked! Information including, but by no means limited to;

How many visitors have gone to which pages
How they found the site and even which keywords were used in Google to find the site
which pages users exit the site on the most
which pages users spend the most time on
which elements get clicked on the most using a site overlay tool

By studying all this information you can get an incredible insight into the performance of your site, and more importantly you can improve your site as a result, and believe me, these changes can deliver instant results, be it "sales", "sales leads", "newsletter signups" or whatever else it is that you are trying to achieve with your website.

Is it difficult to interpret the information in these packages? There is certainly skill involved and analytical skills help, but the more you do it the more you understand and the better you get. It's true to say that a lot of it does boil down to common sense though. It's a little bit like doing a complicated puzzle with the added bonus that when you crack it, the sense of satisfaction will be accompanied by an a boost to your businesses marketing.

If you really don't have the time or the inclination, then you can always employ a professional to do it for you. Because optimisation of a website is so measurable with these stats, the metrics will be available for you to decide if your getting value for money.

Just one word of warning though, it can be addictive!

Posted: Wednesday 25 June 2008 12:29:54 by Global Administrator

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