Understanding your Website's traffic logs is a crucial component of your online marketing mix. It tells you what your visitors do, of their own volition, so it's "market research that cannot lie!"
If you understand what you're seeing, you can make some great strategic and marketing decisions, not only for your Website, but for your business as a whole.
Here are seven key marketing elements to study in your traffic analysis:
1. General Statistics
Remember that a "hit" is recorded every time visitor gets an image or some text from your site -- what you need to know is unique user sessions, and how much time people spend on site -- how "sticky" and engaging it is. If you have tons of traffic, but average time spent on your site is less than a minute -- you've got a problem!
2. Most and Least Requested Pages
So what's really hot, and what's not on your site? The most popular pages give you great clues as to what to offer more of. The least viewed pages may tell you that some of your content isn't as fascinating as you think, or this maybe a heads-up that your navigation isn't driving traffic as effectively as it should.
3. Top Entry and Exit Pages
These are great reminders that not all your visitors come through your home page, so you need complete navigation on every entry point to your site. And if people are leaving from pages that you don't want them to, perhaps you need stronger calls to action in those areas.