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If I had to pick a very useful, yet most overlooked online marketing tool, that will be web site stats, the web site performance analysis. Your web site statistics contains a lot of general information about your web site - how many visitors come to your web site, which IP addresses those visitors have, which operating systems, etc. It also contains very interesting information to help you understand how your web site visitors behave on your web site, which online marketing campaigns work, and which search engines rank your web site on your favorite keywords.
If you are not analyzing your website statistics at least once a week, you are missing out on bringing in more sales, bringing in more web site traffic and even potential new products ideas. Here are just three things you can use traffic analysis for:
- Understanding what is happening on your web site. Knowing how the majority of your visitors behaves on your web site is very important. Many web site owners I know try to guess how their visitors behave, and base their web site changes on these guesses. Don't guess - find out exactly how your web site visitors behave, and base all of your marketing efforts on this concrete information.
- Learn what the real entry pages on your web site are. Many web site owners think that every visitor who comes to the web site, starts browsing it from the main page. This is not true - any page on your web site can be an entry page(the first page on the web site that your visitor sees). Learn which pages are used as entry pages, and use this information to further your marketing effort.
- Is your search engine optimization campaign working? Use your statistics to find keywords that your visitors use to find your web site, and see if these are the keywords you want your visitors to use. Many times my clients receive traffic to their web site, but it is not for the keywords they actually optimize for.
If you are selling tapes and reports that help women relax and simplify their lives, but your get traffic searching for "business toolkits", you will not get any sales from this traffic. On paper everything looks great - you are getting traffic from search engines; however, after analyzing your web site statistics you will see that they keywords are not good, and, thus, will not produce sales for you.
Refer to your website stats on a regular basis - it will provide you with tools and information to sell more products and services.
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