The first five stats are key to knowing how your site is working for you and what your visitors are interested in. Armed with real information, you can make informed decisions on modifying non-performing pages to keep your visitors lingering longer.
The last bit of information, the referring URL, is vital to understanding what online advertising and other links are delivering to you and to your ROI (Return on Investment).
Here is a snapshot from the analytic program that I use. There are a number of good programs out there, some free and others charge a nominal amount each month.
Clients tell me that Google Analytics is free for the basic version, but I have never found it to be as user-friendly, but that might be just what I am used to. I have come to rely on this information in my business so it is well worth the couple of hundred dollars each year.
At a glance, it shows how many page loads, how many first time visitors and how many returning ones over this seven day period. This information is captured through the IP address and that is the only identifying information returned.
Frequent visitors are tracked through a cookie placed on a stationary IP address. Once you become familiar with IP addresses, then you begin to see patterns. Larger companies with their own server will show up under their company name. I get a kick out of how many Boeing hits we get on business days.
Note that specific visitors using IP services such as Comcast or AOL will not show up as returning visitors as their IP addresses change on each visit, but this information will start to give you an idea of how popular your site is.
On this graph, more people visited my site on Sunday over this seven day period in April. Depending on your business, you may see spikes at various days of the week, during business hours or evenings and at different times of the year.
This graph is the first level of reporting, from here you can drill down to see the individual entries by time of day, length of time on site, number of pages visited and the holy grail of web information, the referring URL.
Not only will you see which URLs referred to your site, you will also see the exact search term your visitors used to arrive at your portal ~ extremely valuable for analyzing your online advertising ROI and your SEO (Search Engine Optimization) tactics.
In fact, if you clicked on this link through Facebook, I will see that referring link, your IP address and will also see if you spent any more time on my site and what other pages you visited. What I won’t know is exactly who you are, so your privacy is secure.
There is a wealth of other information available that is more of interest to my web developer, including operating system, monitor resolution, browser type and version.
If you are interested in taking the first step and getting an analytic program on your site, email me and I’ll let you know the one I use and talk you through it. If you are using website analytics already, post a comment and tell us how you use this information in your business.
Posted by Michele in Best Practices,Website,Winery Marketing | Comments (0)