Words to the web-wise

Metrics are everywhere in our lives--from our heart rate, to our bank balances; from our weight to the gas mileage on our cars, and if we don't pay attention to these numbers, we create the risk of a heart attack, being overdrawn, or running out of gas.

They say that what you don't know won't hurt you, but nothing could be further from the truth when you run a small business. Not having web site metrics is like a guessing game with your business success at stake.

“You can't manage what you don't measure.” Unless you measure something, you don't know if it is getting better or worse. In order to improve or optimize your web site, evaluate the data.

However, you need the right data. As an example, the number of visitors or the amount of traffic your site receives is a worthless metric unless it’s the right traffic, your target market.

Use web site metrics frequently; it’s market research for your business.
Watch for trends, and see what pages are working the best – and which might need a tune-up.

If you don’t have good web page metrics, I would recommend you look into the free services below. I like them all, but prefer Google Analytics. It is free and may be better than some of the analytics with a price tag.

A Sample of the Weak–Good–and Productive Metrics

Forget About These Metrics:
Web Counters - Useless
Top Operating System – who cares?

Basic, But Good Metrics:
Page views – Clients interested in your content
Unique Visitors – 1st time visitors to your site

Critical Metrics:
Bounce Rate – Are they leaving so fast that they get
nothing from the site?
Repeat Visits – Yes we love them coming back - - even better if they buy from us!
Conversion rate – This is the money metric - -
They’re buying!
Traffic sources – Where are visitors coming from?

Free metrics tools:
Google Analytics
Woopra
Crazy Egg

With the right metrics, you can incrementally build up your page ranking, conversion rates, and website results. Measure what matters to you and your company so you can make good business decisions and take action. When used this way, web site metrics enable a firm to seize a competitive advantage.