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Why wouldn’t the number of hits per page be useful?
Hits are the simply the number of downloaded files from a web page. If you have several pictures and other
files on the page, it may show a lot of hits, but it doesn’t really give you a good analysis about web visitors.
So what information is useful?
The crucial types of traffic data are page downloads, and most importantly numbers and types of web
visitors.
Can you tell if these are new visitors or people coming back?
Yes you can – and those are two important types. Both are indicated in visitor log files, and java script is a
very accurate way of keeping track of them.
What about cookies?
Cookies are also a useful way to track returning visitors. A cookie stores information such as client log in
details or choices in a shopping basket.
What happens if a visitor deletes their cookies from their hard drive before re-visiting?
They can still be tracked as returning visitors through their IP address.
You mean their unique computer number?
That’s right. And using a Google algorithm tool, you can tell a lot of information about a visitor from their IP
address, even down to what town or street they live in!
That’s useful. Especially if I had a local property-related site and want to do a leaflet drop.
Exactly. And you can also tell other information, such as what operating system they use, their screen
resolution, and from that, even estimate what age range they may be, judging by their type of computer.
So from that I can direct my designers to make pages to suit my traffic?
Of course, and there are many more types of statistical data that prove useful. After all, the purpose is to
achieve your goals, not just to get lots of figures
You took the words out of my mouth. I need this data to increase sales, cut down costs, to target my advertising
and focus my web content.
Well, let’s say you have a legal recruitment site, offering lots of jobs. You can see what jobs or products
customers put into the shopping basket, see what are the most popular products, the least popular, and
examine visitor paths.
Visitor paths?
The order of pages navigated, how long they stayed on each page, and the entry and exit pages.
So an exit page will be where they got bored, put off, or decided to leave?
Certainly. That could be a weak link you might want to analyse too.
Got it! How about entry pages. Can I find out what they are and what link they originate from?
Yes. You can see the success rate of ads on other web pages, or the results of email shots, all with unique
links. You can get a top ten of these too.
Now you’re talking. That will help to work out what is best for advertising.
And you can see what keywords are working best coming from search engines.
Great. So what levels of service can you offer?
A top package of 50,000 page downloads a month, down to 1,000 a month.
How do I know what is best for me?
We’ll do a 3-month trial to see what works best to suit your site size and budget. All the statistical
information is easily accessed by you from the start.
That’s a start. Now let’s continue…
Also in this issue: Internet Content Filtering and Software Licensing
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