Most web hosting companies will provide you with basic web traffic information. Then analyzing your website traffic becomes your job. Don’t let all that data overwhelm you. Learn how to use it to improve your business.
Analyzing Your Website Traffic
The first level of site traffic data that you will want to look at is the average number of daily, weekly, and monthly visitors. Analyzing your website traffic will give you a basic idea of how much activity your website is getting.
But you need to go deeper than that. You want a large number for average visitors but you also want to know what your visitors do once you get to your site. You also need to see how many pages they visit, which pages they are, and how much time they spend on your site.
If you are getting a lot of “bounces” — that is, people who land on your page for an instant and then click off again — analyzing your website traffic can help you discover why.
The problem could be the look and feel of your site. Consider whether your color-scheme is off-putting. Maybe you have a lot of images and it takes each page a long time to load. People lose interest and leave before they get started.
On the other hand, maybe it’s not the look of your site but the content. Maybe your keywords are drawing the wrong kind of visitors to your site. Or the problem may lie with the organization of your landing page. Can your visitors tell what your site is about quickly and easily?
One of the great advantages of cyberspace that doesn’t exist for print is that you can tweak your site and see if it makes your numbers go up. Say you remove some images. Do your pages load more quickly? And does that make people stay on your site longer? Test and learn.
If you find that you are getting a lot of traffic to some particular pages, decide how to capitalize on that. Make sure those pages are well monetized. Maybe you can move a sales offer to those pages or highlight your opt-in form there.
So you can see how you learn valuable information about your site and how you can use that information to improve it.
As much as you love to have your visitors stay on your site for a good long time, there are some pages that are natural exit pages. They can be the order page, the contact form, the opt-in page, or the page that contains an affiliate link.
But some of your visitors won’t exit on the natural exit pages, they’ll exit on other pages. Your site traffic data will give you an abundance of good information about that. On the one hand, you shouldn’t be alarmed if you find that visitors are exiting from different pages. Someone stops by your site to kick the tires. They may be surfing idly and happen to land on you. Or they may just be looking for something else.
On the other hand, however, you may find that a lot of people are exiting from one or a couple of pages that aren’t natural exit pages. If so you need to ask yourself what’s wrong with those pages. Put those pages under a microscope. What is on those pages that is driving visitors away? And there you have it — another opportunity to tweak the look and content of your site until you fix the problem.
Keywords and Phrases
So you think that you’ve got a goldmine of information from the data that gives you the number of visitors and tracks their behavior on your site. But wait — there’s more!
Another set of critical data has to do with keywords and phrases. You will get data that shows what keyword brought a visitor to what page on your site. Look at the keywords that get you the most traffic. It will show you what keyword drives what visitor to what page.
You’ll be able to see what keyword drives the traffic that converts — that is, the traffic the makes a purchase, signs up for your emails, or does something else to complete an action. Does it need to be said that you want that kind of traffic, the kind that converts? Of course it doesn’t. And knowing what keyword brings that traffic is like manna from heaven.
You’ll also be able to learn from a negative example. If any particular keyword seems to bring a large number of visitors that don’t convert, you’ll want to reduce the appearances of that keyword on the page.
And beyond that, you’ll see the the traffic-driving keywords that you haven’t optimized for. When you find a keyword like that, write a blog post using that term in the title and throughout the post, add it as a tag, and maybe add an image with that term as an “alt” tag.
Clearly, the amount of information you can gather from visitor site analysis and keyword analysis is stunning. A close look at that information gives you a tool of real value that can help you enormously with your business.
Spend time with the data that you get from visitors coming and going. Draw some conclusions then test them. Analyzing your website traffic can only improve your site.