Today's Feature Article

Your Web Traffic and Your Bottom Line
"Importance of web site traffic Analysis. There is a wealth of information to be found in web server log analysis, and reacting to this information can have a positive impact on a company's bottom line"
Scott Buresh

Most companies that have websites have access to traffic statistics, usually provided by their web host. Those that don't look at these files (or use a bargain basement web hosting company that doesn't provide them) don't know what they are missing - there is a wealth of information to be found, and reacting to this information can have a positive impact on a company's bottom line. What follows are some of the most basic stats that are typically available, followed by brief suggestions on how to use the information.

The Myth of "Hits"

Most web surfers have come across sites that boast about " 20,000 hits per day" or something similar. But what does this mean? To an internet marketer, unfortunately, not much. "Hits" actually refers to the number of requests for information the web server receives. To use an oversimplified example, if your company homepage has 20 separate graphics on it, each visitor to that page will account for 20 hits. If you were boasting of 20,000 hits per day, you would really only be talking about 1,000 visitors. Obviously, this statistic is not a fair indication of actual site visitors, and shouldn't be figured into your traffic analysis.

Average Visitors (Daily, Weekly, Monthly)

This is the true measure of website activity. Of course, more traffic is desirable in most circumstances (provided it is at least somewhat targeted). Without access to this data and the ability to look at visitor history, it is impossible to tell if your traffic building initiatives, whether online or offline, are working. It should be noted that the more your traffic increases, the more accurate the rest of your data becomes. This is simply because trends in a larger sample are more telling than trends in a smaller sample where a small number of atypical users can skew the results.

Average Time Spent On Site and Average Page Views Per Visitor

This data can be very useful in determining how your site is connecting with visitors. If the average time that people spend on the site is small (for example less than a minute), or the average visitor only visits one or two pages, it may indicate some sort of problem. Perhaps your site is attracting the wrong traffic, with visitors abandoning the site quickly when they realize it isn't what they were seeking. Perhaps visitors are confused by the navigation and decide to look elsewhere. Maybe your site, even though you love it, gives off an inexplicable bad vibe. Whatever the case, an awareness of the time people spend on your site and the number of pages they view can bring a potential problem to your attention, and help you gauge how effective your solution is.

Most/Least Requested Pages

This information is helpful in determining the "hot" and " cold" areas of your website. If you notice that a page that you think is important is not getting any attention, perhaps the link to this page should be made more prominent or enticing. On the other hand, if there are areas of the site that you deem less important that are attracting a great deal of your traffic, you can shift some of your sales/marketing focus to those pages. Whatever you find in these stats, you can bet that it will give you valuable insight into the interests and motivations of your visitors.

Top Exit Pages

There are probably certain pages of your site where you don' t mind visitors leaving (after all, they can't stay forever) . A confirmation page after they fill out a request for more information might be one example of a reasonable exit point. A contact page that tells visitors how to get in touch with your company might also be acceptable. Unfortunately, it is unrealistic to assume that each of your visitors is going to find exactly what they are looking for on your company site, so it is normal to see a wide range of exit pages. However, if a high percentage of visitors are leaving on any particular page, it bears some close scrutiny. Sometimes minor modifications in content can have a positive impact on visitor retention.

Top Search Phrases

This data can be very useful in understanding what type of traffic is coming to your site. If you see relevant phrases that bring you consistent traffic, you can assume that you are getting some targeted traffic. On the other hand, if there are predominant phrases people are using to find your site that are unrelated to your business, you know that at least some of your traffic is of a lesser quality. In addition, if you notice that people find your site by typing in the name of your company, you should be pleased to know that you have achieved some level of brand awareness. By examining the search phrases that your visitors are using, you gain a better understanding of your visitor.

Conclusion

Some people are intimidated by these reports (mostly because of the sheer volume of data available), but they shouldn't be. While there are many highly specialized statistics that can be used for more in-depth analysis of site traffic, the above areas alone can provide invaluable information on site visitors and website performance. Remember - this data is available for a reason. It's up to you to use it!

********************************
Scott Buresh is co-founder and principal of Medium Blue Internet Marketing. For monthly tips on how to get the most out of your internet presence, sign up for the Medium Blue Internet Marketing Newsletter below http://www.mediumblue.com/newsletters

Today's Motivational Reading

Your Win List
Michael Angier

Just as important as setting goals is tracking the goals we achieve.

Have you ever visited a teenage niece or nephew you hadn't seen in a while? The changes in looks and height were quite noticeable, weren't they? However, the progress wasn't as apparent to them and their parents because it was gradual--or so it seemed.

The same things happen to us. We don't always see the progress we're making because we're too close to it. We're so busy focusing on what we want and what we haven't yet achieved, we rarely take time to acknowledge ourselves and APPRECIATE what we have.

And when we really appreciate what we have, we find that we have more and more to appreciate.

I find that using a Win List is a good way to remind myself of my progress--and keep me more mindful of what I'm achieving.

It's just a document in my word processor that I add to often. It's titled 'Wins & Events: Good News, Good Decisions, Breakthroughs, Wins and Significant Events.'

Every few days, I update it with things that have happened, breakthroughs, goals achieved, events that impact my life and the many blessings that come my way. Each line has the month (and often the exact date) of the event noted. One line is enough for me to capture the occurrence.

My 'Win List' creates a 'chronofile' of my life. And it keeps me focused on what's working. It helps to remind me of how far I've come. Reviewing it is a quick pick-me-up--a real confidence booster. It's also a handy reference as to when and what happened--especially since I'm not always very consistent with my personal journal.

It's easy to do. It only takes a few moments. And it helps me to be more appreciative. Almost all of the people to whom I've recommended this have reported similar positive results.

If you try it, I know you'll find it helpful--and even fun.

********************************
Michael Angier helps you and your business grow. Get their free report, 10 Pillars of a World Class Business, by sending an email to wcb@SuccessNet.org No-cost subscriptions, memberships, eCourses, eBooks and more are available at http://SuccessNet.org and InfoPlease@SuccessNet.org
Related Articles: What Worked, What Didn't, What's Next http://SuccessNet.org/articles/angier-whatworks.htm
Celebrate Your Success http://SuccessNet.org/members/articles/celebrate.htm

Today's Subscriber Article

"Would You Rather Be Rich or Famous? This is Not a Trick Question"
Mark Joyner

"Champagne wishes and caviar dreams..."

Our fascination with the "Lifestyles of the Rich and Famous" kept us riveted to the TV screen for 9 years as Robin Leach entertained us with mouth-watering glimpses of how the rich and famous live.

Most of us yearn for wealth and fame, and yet secretly believe that those commodities are beyond our reach -- that they are reserved for others, not us.

What if I told you that most of the rich and famous people in the world became rich and famous simply because they knew how to ethically influence the media? And what if I told you that if you could learn their publicity secrets, wealth and fame are yours for the asking?

The truth is, there is no method more powerful or less costly for creating fame or fortune than publicity

Publicity starts with a news release. The news release is one of the world's best marketing tools, but is also that wretched thing that often shatters the hopes of all who dare to seek publicity. But stick with me and I'll show you how to get the upper hand that will put you far ahead of all others who have tried and failed.

Most experienced business people have a story to tell about their attempts at getting publicity -- and it always ends with the same question: "Why do I even bother?"

The fact is that millions of dollars worth of publicity is available to anyone who knows how to get it. One person I know who has the best batting average at getting publicity is Paul Krupin. Paul's PR client list consists of the largest roster of rags-to-riches people and companies ever to be assembled in one place.

Paul reveals the sobering fact that 90% or more of the news releases received by editors end up in the trash. According to Paul, nothing annoys busy editors more than news releases that are poorly written. More particularly, there are 3 mistakes -- and these are serious, fatal errors that most people make with news releases.

Okay, so you've made some or all of these mistakes at one time or another. But don't worry, it's not just you. Most people fail to focus on the needs of the editor. They don't create information that is aimed at the editor's audience. So they fail to get the editor's attention, and ultimately fail to get publicity.

How then can you make sure that your news release does not end up as a statistic?

Your news release should be about one thing only -- news. If you have a newsworthy angle, it hooks the editor into reading every word of your news release. Make the subject of your headline sound as big and as startling as possible. You need to make a huge impact because you just don't know what other news releases you may be competing against at any given time.

Your product can then ride on the strength of the news angle. Use the soft sell approach so that your news release will not be regarded as an advertisement.

Never tell the whole story in your news release. Instead, generate a curiosity that must be satisfied. This is the principle of cognitive dissonance that I teach in-depth in 1001 Killer Internet Marketing Tactics. If you create dissonance in the mind of the editor with an unanswered question, the editor must resolve that conflict by seeking the answer; i.e., by calling you.

Before you send out your news releases, hand pick your target media with surgical precision. This is crucial. Getting publicity is not a numbers game. It's not how many copies of your news release you can broadcast at once, but whom you send it to that matters. The most well-crafted news release will be trash-bound if you send it to the wrong segments of the media.

Do yourself a big favor. Do not read those mediocre how-to books on publicity that are available everywhere. The only thing you'll learn from them is how to get your news release thrown into the trash. My theory is that a few decades ago, some misguided person from the school of "Those who can, do -- those who can't, teach" wrote a book on how to write news releases. Then someone else took the same myths and fallacies, and wrote yet another version of the book. Pretty soon, there was a flood of how-to books on publicity -- all rehashing the same old dreary methods that simply don't work.

Instead, study the PR campaigns of those who have been extremely successful at getting publicity. Study their news releases to find elements that you can emulate for your purposes. Find out the media targets they sent their releases to.

It is immensely easier, faster, and less expensive to learn, model, and achieve success by following in the footsteps of those who have been successful than it is to learn how to succeed by trial and error. Don't buy into publicity theory. Go with the hard facts -- those strategies that have been proven to work.

Paul Krupin is a guy who's made all the mistakes that can possibly be made in seeking publicity. As a result, he has amassed an entirely unique approach to publicity, most of which is light years ahead of all other information that you've read on the subject. Paul has emerged as one of the leading PR and Media Consultants, and has authored the definitive guide to achieving publicity, "Trash Proof News Releases."
http://www.TrashProofNewsReleases.com/g.o/hkrpublishing

To listen to a new Top Show, click the picture.

To Get FREE Tips, Books, Software,
Subscribe below!

Read Our Weekly Column
http://www.thecassiopeia.com/Guide/DrEBiz.html

Subscribe to 'Pathway To Success' Published every other Sunday, our FREE Ezine helps Subscribers to succeed in their online home business providing them with hot marketing tips, top webmaster resources, articles, motivational reading, FREE Ads, Subscriber Corner, Web Lions Library, Bonuses and more. Check current visitor Issue. Click here!   Name: Email:  Don't forget to collect YOUR FREE Bonuses! Get Your Special Motivational 2004 Calendar PLUS New! Insider Tips, Volume 3! Note: Please don't use any hotmail, yahoo, zwallet addresses nor autoresponders. These will not subscribe you. Also, by subscribing to Pathway To Success Ezine you expressly request to receive our regular newsletter and agree to in-house and third party advertising contained therein. Privacy Guarantee: Your privacy is 100% guaranteed. We never share any personal data incl email addresses with any third party, we do not even store email addresses on third party servers. Privacy Policy

People who are unable to motivate themselves must be content with mediocrity, no matter how impressive their other talents. Andrew Carnegie

NEW! Install our new toolbar, get special business information fast and be informed the minute hot items are out, incl Articles in Subscriber Corner, new Pathway To Success Issues and much more. http://www.thecassiopeia.com/WebLions/theCassi.zip

Note: Download the above file, unzip and install. When you open a new browser window, the toolbar should be there. If not, please go to 'View', 'Toolbars' and you will see 'theCassiopeia's' - click on it and the toolbar will display.

Whenever there's a new item, an icon will blink. Click on it and it will take you straight to the information.

Important: you can have a toolbar of your own below. It's an amazing tool: easy to create, easy to use, easy to update, unobtrusive, bringing unbelievable results PLUS endless makreting and other possibilities limited only by your imagination. Definitely a tool of the future. I even created several for my own use containing the information I need and use regularly. PLUS if you order before 05/07/2004 you will get Bonus templates and pay only a ridiculously low introductory price: http://www.thecassiopeia.com/toolbar/
*******************************

Get one of the Feature Ads in our Ezine:
http://www.thecassiopeia.com/WebmasterMall/EzineAdPrices.html

Administration

***************************************************** The articles published here may be reprinted or used freely as long as it is in its entirety incl the resource box of the author *****************************************************

If you want quality sticky content for your site, put the below piece of code to your page where you want the current Pathway To Success Issue to appear - copy and paste:

<script language="JavaScript" type="text/javascript" src="http://www.thecassiopeia.com/content1.js"></script>

Note: check what it looks like Click here

Get my RSS feed to your site - copy and paste the code into your page where you want fresh content to appear:

<SCRIPT LANGUAGE=JavaScript SRC=http://jade.mcli.dist.maricopa.edu/feed/rss2js.php?src=http://www.thecassiopeia.com/xml/thecassiopeiaweb.xml&chan=yes&
num=0&desc=yes&date=yes>
</script>

Note: check what it looks like Click here

Read what others say about Pathway To Success