There are a lot of web analytic tools in the market today. We have one that we offer for free. Whatever you choose as an analytic tool, make sure it measures what you need to know to be successful.
Some key indicators that we think are important are:
1. Key phrase visitors
2. Search Engine visitors
3. Referring pages
4. Popular pages
5. Pathway tracking
Key Phrase Visitors - You need to know what your most valuable keywords are. You have hundreds maybe thousands of keywords relating to your business, but only a select few will bring you traffic and generate business. Once you figure our which keywords are bringing you the business, focus your time, effort and money on those keywords.
Search Engine Visitors - This goes along with key phrase visitors. You need to know what search engines are providing you the most traffic. If you find that Google brings you most of your traffic from a certain type of keyword, then it would make sense to increase spending in that keyword in Google ad sense.
Referring Pages - What links, what advertising, what portals are bringing visitors to your site? Referring pages will tell you what forms of marketing are working. Are you running email campaigns? Then referring pages will tell you if it is working or not.
Popular Pages - Where is most of the traffic going? What page in your site is the most popular? The product or page you thought was your best might not be the most interesting to your market.
Pathway Tracking - Where are your visitors going? What path are they taking? Are you driving them to a course of action? To fill out a form, or purchase a product? You also can tell where they are leaving. Or if you find that they end on your purchase page, but don't purchase anything, you have a problem with that page.
Web analytics should be used to fine tune your site to become a business generating tool.
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