Is Your Web Site Really Working?

Many would have you believe that a large number of hits equates to Web site success. It's not that simple. But there are several specific methods you can use to quantify your return on Web site investment.

Hits vs. Page Views
The term hits is engrained in our minds as the ultimate measure of Web site traffic. Hits are defined as the number of files downloaded in order to view a particular page of a Web site. This means one page might equal five hits or 10 or even 20 for a graphics-heavy site. While this measure produces a big, impressive number, it does not accurately reflect site traffic. It is more accurate to measure site traffic based on page views. One page view means exactly that ...one person viewed one page of your Web site.

Visitors
Visitors as a measurement indicates the actual number of visits made to your site during a particular time period (the number may include multiple visits from the same individual). Many (though not all) statistical software packages also report unique visitors, the specific number of people who have visited your site. This information is relevant, especially when trended over time. Obviously, you want the number of visitors to steadily increase to show that your marketing efforts are having an impact.

Keyword Review/Search Engine Positioning
Search engine keywords are another interesting measure that can help benchmark site performance and enhance your online marketing efforts. By monitoring keywords used to find your site through the search engines, you gain a better understanding of visitor thought processes and can modify your search engine positioning efforts to better target the words most often used. If you want to get serious about search engine optimization (SEO), consult with a professional SEO expert because the rules are complex and constantly changing.

Statistical Metrics
To truly understand your site's performance, look at a combination of items reported by your statistics package. Dividing visitors into page views will tell you how many pages the average visitor is viewing. If it's less than three, you might reconsider your content and/or navigation because visitors are most likely not finding what they want. Breaking page views down by individual section will give you a big picture of the site's most popular and least popular content. And reviewing the most common paths through the site (typically reported as a series of three clicks) can provide insight as to the most likely route visitors will take through your site and spark ideas on how to make each visit more meaningful.

E-Mail Database Growth
Those of you using your Web site as a lead development tool should be collecting e-mail addresses and other pertinent information about prospects via the Web. Growth in this database (and a review of unsubscribe rates as well) is a solid indicator of site performance. If people are willing to take the time to complete your contact form to receive more information, then your site has done its job and compelled them to learn more.

Measurement Technologies
Your Web site hosting company likely provides basic statistical information about your site. Those looking for more in-depth statistics might consider purchasing a third-party software product [WebTrends (www.webtrends.com) and Urchin (www.urchin.com) are two such products] or hiring an agency that specializes in search engine optimization, traffic analysis, and site review and evolution.

Next month - Build to be seen: Enhancing your site's search engine visibility

Page Donovan is chief marketing strategist for Inter@ctivate Inc., an interactive consulting firm specializing in online solutions for the home building industry. She has written for Professional Builder magazine. E-mail Page with any questions: page@interactivate.com.

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Part 1: Web Success Begins With Solid Strategy