There are at least three types of web analytics currently in use. The first of these is web log analysis. When you use the Internet, your movements are logged by various web servers, capturing information about your IP address, which files you are looking at, and how you are moving around the web. Web log analysis software can extract data from the servers to put into reports, specific to a company, to show the general usage of the site. The privacy of your users isn't compromised - you don't get names and addresses, just an idea of where the users have come from and what they have been doing.
Whilst the information might seem basic, it's very useful for web developers and marketers. Not only does it show how your site is being used; which pages are most popular, which are never visited, and whether users are taking advantage of any feedback or request forms, but it also helps to track errors on the site, which will turn users away if not fixed. Most importantly, the traffic and usage data can be used to argue the case for further development of the site - changing it from a brochure site to a transaction site for example, so that the website can be more useful to its current users, and attract new visitors.
If you are considering buying web log analysis software, there are a number of things you should consider. Bear in mind that this is a young market, so one of the most important considerations is the strength of the company that's supplying the software and support. If they're likely to go out of business in the next 12 months, steer clear.
- Is the software user-friendly and easy to install and maintain?
- Is there a range of pre-defined reports, and can I change elements such as font, colour etc?
- How accurate are the reports? Is the software independently audited?
- What level of help is available? Is it within the software, via a helpdesk, or online?
- Which web servers are supported by the software?
- Can the software be upgraded when we want to look into more complex reports?
- Can I call other users for references?
You will probably have many more questions for your web analytics software provider, but armed with these basic queries, you should be able to make a good start on finding out how you can make your website work better for you.
Talk to The Web Marketing Group about Web Analytics - click here or call 0845 555 5040
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