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The
Need for Website Traffic Analysis
by
Hurol Inan
Since
the CFO of CNN admitted to the Internet news thirsty media about
18 months ago that the company did not have an eBusiness
strategy, and their subsequent hefty punishment by the financial
markets, many CEOs have been forced to start formulating
eBusiness strategies and to invest in internet technologies.
The
legacy of this, 18 months on, is a proliferation of websites.
I believe that many of these don't work or don't deliver the
expected results. People are not delving into the reasons
behind this.
As
a consultant who is passionately committed to eBusiness, I was
recently distressed to find that the website of a very large
multinational was almost running on its own. No one was looking
at the traffic reports.
Another
example that I came across was a high profile Australian travel
company which is claiming significant volumes of online
business. They were so pleased to find out from me about the the
availability of website analysis tools!
These
two situations have made me feel like an evangelist to promote
the need for website analysis.
First
back to basics...if you are building a website you should have a
reason for doing so. Once it is built and operational, it
is critically important for you to understand how it is working
for you. If you don't have an interest in the latter, take those
websites offline and don't let yourself be the person behind one
of the growing number of websites in the world wide web's
salvage zone.
If
you decide to keep your website you should also know that this
medium gives you an ample opportunity to learn more about your
customers. Web is the only communication channel that allows you
to track practically everything that the users do in interacting
with your business.
Website
analysis is a serious task. It should be a formal role
assigned to a person who understands the principles of human
psychology and marketing, and who is good with numbers. This
person should periodically monitor site traffic, analyze
performance according to a set of relevant indicators, and act
up on them.
If
you are running a website for your business, I would strongly
advise you to establish the following:
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Is
the traffic going through your site is being analyzed?
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If
so, it is being analyzed by a person who is qualified to do
so?
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Is
meaningful information about your online audiences being
gathered?
-
Is
this information input into how you run your business in
areas like product development, customer relationship and
service?
Remember
if you are not analyzing the traffic going through your site,
you may be missing out from very important information about how
your customers perceive you, and what they expect from your
business.
If,
for one reason or another you don't want to do this, I would
advise you might as well shut down your website.
Next
Article: Website
Traffic Analysis Untangled: What to Look for in Website Traffic
Analysis
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