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Marketing step 6: TrackThere is an incredible wealth of data at your finger tips. The plain fact is, though, that most Web site owners do not realize it. And many of those who do, do not take advantage of it. The secret is in the logs. Web logs are a torrent of data. Meanwhile, you have a business to run, and often you are simply busy. So, as your Webmaster we can monitor your situation, and provide you with summary reports. |
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We also use this data to help you solve specific problems. Or, a review might uncover windows of opportunity upon which you could capitalize. You are quite busy running your business. It takes time to sift through the facts. That's why we offer our Market Advantage Support Program to help you interpret the data, to better make effective use of the information. Of course, you can do a lot of this yourself, too. Your Web host usually provides a way to look at these logs. Here are questions you will want to answer... How many hits are you getting? ...total, average per day, per visitor How many page views are you getting? ...total, average per day, per visitor. How many visitors does your site get? ...total, average per day How much transfer (sometimes the word bandwidth is used for this) ...total, average per day, per hit, per visitor Daily activity can be summarized by day, hits, page views, average time spent during visit, and bandwidth used. The key item here is time spent for a visit -- the longer, the better. Records are also kept by hour of the day, in case your site is time sensitive. Which are your most popular pages? You can see them by name (address), hits, incomplete requests (do people wait for the page to load, or do they bail out?), total visitors, and bandwidth. Similarly, you can review which are your most popular images or directories/folders. |
Which are your most popular entry pages? These are the places people are coming to from search engines. These are usually tracked by visitor count. Obviously, there is something here which interests them. The most popular of the most popular entry pages illustrate where your greatest current market impact may lay. Speaking of visitors, where are the hosts where these people are coming from? These are often listed by IP. First on list may well be your own host. Beyond that, for general purposes, the value of the rest is to see a smooth distribution along the network. When there is a large quantity from one IP, you may wish to check where an IP traces to. More important to you, however, will be the list of top referrers. These are search engines, directories and other Web sites which link to you. By far the largest number will be "unknown" or "no referrer" due to the way data is collected. However, the rest of the companies in the list will give you an indication whence much of your traffic derives. Even more important will be the list of referring search engines. Not only do you have a great idea where to spend pay-per-click advertising money, but you can also get a summary of your successful keywords and phrases (this list does not include keywords which did not bring people to your site). The browsers used by visitors are also summarized. This can help guide development when you are considering special functions which may be picked up by only one or two browsers. A similar list of operating systems can also be generated. The bottom line is that careful interpretation of this data can help you tweak your marketing program to achieve its best effect. |
| 1) Web page structure -- | " Show, | ||||||
| 2) Pages to use -- | tell | ||||||
| 3) Sales/Marketing language -- | sell | ||||||
| 4) Being pro-active -- | serve | ||||||
| 5) Being reactive -- | support | ||||||
| 6) Using stats to succeed -- | track | ||||||
| 7) Submission -- | deliver." |
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