Site traffic stats can, at best, be a little confusing. What is the huge difference between hits, page views and unique traffic? Which is most crucial and what should you look at and how do you interpret and analyze web visitors views?
Hits, Page Views and Unique Traffic
Three easy terms that people often confuse! Hits are regularly the count of the individual files that have been accessed on your web site, so a single page load could include the html, some images and a css file or two.
Page views should be self explanatory - the number of pages that have been accessed by your visitors.
And unique traffic is the number of different people visiting your web site, hopefully tracked in excess of a decent time period so that people that come back each day and each week still just count as one.
Which of these is important?
Ignore hits - these are merely as a rule available through server stats anyway, not through the major third party reporting. But page views and unique views need to be looked at together.
Ideally you want both figures to be high and depending on the size of your site there should not be a 1 : 1 relationship. The higher page views is compared to unique visitors the more pages each individual visitor is looking at. If this ratio is high, people are coming onto your website, finding it interesting and looking about. If it is 1 : 1, either you are a single page website or they are not interested in the web site.
Obviously, the higher the unique traffic figure the more people that are visiting the website and that is absolutely good! It is also interesting to look, if you could, at how long a time period traffic are returning over. Are you building a relationship with them so that they keep coming back?
Bounces And Time On Page
This is something else to look at and study carefully. A high number of bounces means that stacks of your visitors are reading one page and then leaving the website. Either they get what they want off that landing page, or they don't like the web site or its information. Time on the page should tell you which. If they are there for seconds then they don't like the website, if they are there for long enough to read the page and digest it, then they are getting what they want.
Different Browsers
You should also look at the different browsers that people are using to view your website and see if any particular browsers have higher / lower bounce rates than other browsers. If one has a particularly high bounce rate then it could be a sign that there is a problem with that browser displaying a page properly. Similarly, does looking at people with different version of flash or javascript enabled show different bounce rates, if you are using either of them?
This is only a basic starter selection of several thing to look at when you try to interpret and analyze web visitors views. There are a lot more, but follow these and take actions and you might just increase your visitors.
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