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Traffic Analysis

Once your website actually starts getting traffic, you will increasingly find the need to study that traffic. First, you need to know about your visitors: Who is visiting your site? How many pages did they visit? Did they buy anything or subscribe? Why did they leave? And will they ever come back?

Second, you will need to know how those visitors arrived to and left from your web site: Which search engine or directory led them to you? Organic or paid listings? What keyword campaigns are driving the most traffic? Which advertising campaigns are the most profitable? Where did they go when they left?

To answer these questions and more, it is essential to monitor and analyze website traffic. Unique visitors. Page views. Search engine referrals. Exit links. Monthly, quarterly and yearly changes and trends. You must be aware of all criteria, possess the ability to define successes and failures within your traffic statistics and, most importantly, use that knowledge to develop plans for growth and improvement.

Web River Group employs a staff of traffic analysis experts who can interpret your web site's traffic stats and turn that knowledge into initiatives and projects developed to increase the growth and profitability of your website. By understanding and learning from your site's visitors and referrers, you can optimize your marketing and SEO for best possible results.

If you'd like to start analyzing and interpreting your own web traffic, please follow our free guidelines below, and contact us if we can assist you in any way.

  1. Get a good Web Analytics tool. Unfortunately, the free ones are often free for a reason, so be willing to invest a little for traffic analysis. Check out a couple of our favorite Web statistics providers below:

    1. Hitslink

    2. Google Analytics

    3. I Web Track

  2. Take time to study all statistics. While it may take time to learn the ins and outs of every single criterian modern day hits counters will measure, understanding them all and monitoring them regularly will only give you better ability to analyze and improve your own website. Study each criteria in both the short and long term.

  3. Long Term AND Short Term. While it's a lot easier to look at your stats everyday and celebrate growth, it is more important to get a feel for your website's long term trends. If, for example, you've experienced increased traffic every 3rd quarter for 3 years, this year it might be a good idea to offer promos or specials during that quarter to take advantage of your anticipated traffic increase.

  4. Know the difference between success and failure. Web analytics is like golf. You play the course, not the competitor. Your website is unique, so don't base your traffic changes on standard perceptions of success and failure. For example, if you're an e-commerce site, a decrease in visitors coupled with an increase in page views could be a bad thing. It might mean less people are coming, and they aren't finding what they need right away. But if you're a content-based publisher looking to sell advertising space, a decrease in visitors coupled with an increase in page views could be an improvement. It might signify better targeted visitors who read more pages and therefore create more ad impressions for a higher ROI. Know your website enough to make the distinction.



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