95% Of Businesses Are Missing A Key Element In Their Website??!!
Hello %%First Name%%
Recently I was asked by a client about web site statistics and if they had any real value or importance. I explained that analysing them can have dramatic impact on your site's success. Dismissing my answer he explained, "I already having enough to do".
"would you employ a salesperson, then never check their work, never look in on them, never monitor them or even see if they turned up for work?!"
Unfortunately this is quite a common response. Actually statistics show that up to a  whopping 95% of businesses don't use the statistical information provided from their web company!! I heard a great analogy recently of what this means. A speaker asked "would you employ a salesperson, then never check their work, never look in on them, never monitor them or even see if they turned up for work?!" I am sure you wouldn't, so why do it with your web site?
You have invested good money in your site, so checking, monitoring and analysing you web stats is a must!! Your web designer would have explained to you that the internet and web sites are in a constant state of innovation, so it is important you grow with these changes and keep your site fresh, up to date and changing to suit your market and the expectations they have of your business and your industry.
Just a note: If you are thinking “I don't know how to access my statistics”, it's easy, just ask your hosting company, as it is a free service provided by all hosts these days. You will be able to simply login and see it graphically. Also I suggest you have Google Analytics added to your site, as it is a fantastic tool. Your webmaster can do this quickly for you.
How can your Web Stats help you make your site more profitable and work better for you?
Some stats packages will give you just basic info, and others will be much more advanced. The basic information you need access to is:
- how many people visit your site
- number of returning and unique visitors
- which pages are most requested
- how your visitors navigate through your site
- how much time they spent on your site & pages
- where they entered your site and where they leave
- the ‘Bounce’ rate. (visitors that don’t go past the first page)
- peak and low times most accessed
Imagine what you can really do with this info?! Just like monitoring a staff member, you could see what is working and what's not. You could see where people are entering your site, as it may not be the front page, and then do things to these pages to make them more effective. And of course utilise what is working on these pages into the front page.
An average Bounce Rate is about 30%, so if yours is high, you need take a new look at yourHome page and why this is happening. It may need a total redesign, or simply a change in focus such instead it being all about you, maybe more it should be more about "how you can help"?!
If you see people are not staying on a page, it may mean that the topic interests them, but when they get there they may find the page unappealing or the content not valuable.
Finding popular and least popular pages can be very useful in analysing your sites strengths and weaknesses. It can sometimes be very obvious from these where there may be a problem with your site. Sometimes it may be as simple as the button name of the page!
The time of day people access your site may also tell you a lot about your market. Whether it is first thing of the working day when they arrive at work, just before they leave, lunch time, when the get home and so on.
And use it to see if your radio, press and trade advertising is working….if it is, you should see a spike in traffic to your website after the campaign – further check it by using a ‘promotional' entry page in your advertising.
I hope you see the advantages to be gained in regularly monitoring your site's statistics and how you can use the info. As the old saying goes "you can't manage what you don't know".
Take control of your website… Look at your stats and think about what they are telling you.
These are just a few ideas to get you sratrted, but I think you will be amazed at what you can learn by monitoring and comparing your website stats.
If you have any topics you would like me to address in these newsletters, or have further questions on this topic or anything else, please don't hesitate to contact us on support@redbackstudios.com.au or Reply to this mailing.
Warm regards
Laurence
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