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Site entry pages? What pages in a website are visitors coming into? Is a specific page on site drawing an unusually high amount of traffic? Do users come back to website? Is there a reason for a visitor to come back to website? Generally, content that is refreshed often will attract return visitors. What specific areas on site are of interest to web visitors, and can those content sections be expanded to increase overall value of website?

Site exit pages? What pages in a website are visitors leaving from? If a specific page has a large number of visitors leaving site, perhaps content needs updating. It is critical that you consider source of traffic. Are visitors coming to website through a pay-per-click campaign with a landing page that does not relate to initial search terms? Directing visitors to content-specific landing pages will help reduce quick site exits.

Who is making referral? What kind of website is sending traffic to your website? Assumptions can be made based on quality of referral source. Let's face it, if a crack site is leading referral generator to a software site, it is unlikely that bulk of visitors will be interested in purchasing.

Bad requests? Are visitors attempting to access pages on your website that are no longer active? Be sure to check logs for any pages or graphics that are generating errors for visitors.

Number of unique visitors? Don't get too hung up on number of "hits" a website has, as this can be interpreted differently. Sometimes logs interpret graphic access as a hit. A more accurate reflection of traffic can be seen by tracking unique visitors.

There are a number of inexpensive yet quality log analysis applications available for download from: http://www.monitoring-software.net/ and http://www.monitoring-tools.net

By evaluating web logs webmasters can continuously improve their site and measure their success. Online or off, tracking results is critical to achieving success. If you don't track, you don't know what works. How can you improve what you don't measure?

About the Author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.net a wireless text messaging software company.