From your traffic reports you now understand who is visiting your web site. Now, based on what you intended to have your web site do, you can now formulate questions with which to approach traffic reports to measure your site's effectiveness.

Here are some ideas:

Are your pages too long? Often, I see long pages with key content "below fold" - below first screen full of information. Many visitors won't scroll down page if they're not immediately engaged by it; therefore they'll miss lower elements.

Is this happening on your site? Look for clicks on links that are further down page - are you getting an appropriate amount of traffic to inside sections that these lead to? How much time is average visitor spending on your long page - are they clicking off to first thing that catches their eye - if so, is this really where you want them to go? Global Marketing recommends that you keep your pages short and to point with a call-to-action at end of each page.

What's hot and what's not and what to do! Knowing your "most requested pages" gives some key clues about what's hot - and from that, which content might be worth developing further. This should also make clear, what isn't working. If there's a hot content area - a highly requested page that doesn't translate into its required outcome, something's wrong. For example: you believe you have an exciting offering, but your visitors don't - so perhaps you should rethink your content or product, or you do have an exciting offering, but page copy isn't reflecting that effectively, or perhaps price is too high.

Something else is stopping visitors from completing transaction - perhaps you're asking for too much information, or shopping cart isn't working. Your traffic reports may not tell you what solution is - but they should give you a pretty clear idea of where your problems lie.

Gain valuable marketing research virtually free You are already using your web site to broadcast your company message, and present products or services for sale. You might as well glean market information about new products and emerging purchasing and technology trends.

Use your web site as a testing ground for new products and ideas. When you find an area on your site that isn't performing optimally, you can make small incremental changes, and immediately see results reflected in your traffic reports. Keep tweaking until you hit winning formula for each page thus maximizing results you want for your product or service.

Use an internal search engine. An internal search engine allows you to track keyword searches that visitors perform once they're on your site. This can verify that your message and intent of your marketing effort is working. It will also provide clues to other requirements your visitors seek.

A comprehensive website can make a huge difference in growth and profits of your company. Drive visitors to your website again and again through website discipline. Become an exceptional web presence!

Frank Williams is a marketer. With many post graduate courses in management, leadership, marketing and technology to his credit, Williams is a widely respected speaker, author and technologist. He has significant knowledge in marketing strategies and is the founder and CEO of Global Marketing, Inc. - a leader in business, marketing and sales consulting

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