How to analyze the online traffic of a web site
This month's content:
In short, measuring and analyzing the online traffic of a web site consists in quantifying and analyzing the web site ratings and numbers and frequency of visits, according to some indicators.
These indicators enable to better know the visitors and their internet behaviors and habits. These information are key to determine the future actions to promote your products as well as improvements to your site.
There are two kinds of researches :
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The research on web site attendance (visits) called
"Site Centric"
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The research on users behaviors called
"User Centric"
, generally realized on a representative panel sample of users.
To summarize, analyzing the traffic of your web site allows you to:
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Know the profiles and habits of your web site's visitors
-
Improve its content to meet their expectations
-
Increase the number of your customers
The Site Centric measurement is based on the number of connections to a web site, made on the server logs on which we find the web site or in the coding tags in the html file of each web page.
This measurement specifically applies to the volume of traffic (number of visits and pages viewed) because the result is based on the number of connected computers and not on the number of connected persons.
The User Centric measurement is based on the automatic and permanent observation of the behavior of a internet users panel sample representing a given population usually at home (or less frequently at work.)
This solution does no longer focus on the web site but on the visitor whose computer is equiped with a tool that keeps tracks of his browsing behaviors.
Pages viewed
:
Number of pages visited by an internet user for a specific web site during a given period.
Return rate :
It corresponds to the percentage of internet user which leave immediately a web site after clicking on a research result or a link that doesn't meet their expectations.
It is a positive sign: the lower the return rate is, the better it is because it means that the internet users visit and browse your web site on many pages.
Visits :
A visit corresponds to the browsing of a web site during a time period, whatever the number or the volume of pages viewed.
A visit metric is only considered in a certain period of time (day, week, month): we talk about daily, weekly, monthly visits; the number of visits indicate the number of computers that accessed the web site over a certain period of time.
Unique visitors :
They represent the number of non-duplicated visitors to your web site. It means that they are counted only once over a certain period of time. A unique visitor is identified and counted thanks to a *cookie.
*Cookie(s) :
The cookie(s) are used to save the browsing information: from a page to an another one and from a visit to an another one.
For you, the Keonnected Team has selected:
The best analysis tool that allows you to determine easily which part(s) of your web site to improve in order to increase the number of visitors and thus of your customers !
