Web statistics
Successful sites employ 'log file analysis' to track site effectiveness. This is done using a file on the web server which keeps track of every file request made by users. Analysis of this data is used to track usage of the site. You can buy software products help to process the data, e.g. WebTrends, WebAbacus, Microsoft Site Server, I/PRO, RedEye.
'Hits' and 'page impressions'
Reports produced by the software will analyse all activity on the website including hits and page impressions. Hits are irrelevant: pages with more images get more hits per user. Page impressions are important for advertising-driven sites, but are largely irrelevant for charities. So, what is important? Visitors.
How can you add real value?
Improve the proportion of new and repeat visitors. Repeat visitors are most valued - if people are returning, they must be getting something useful from your site. However, your statistics can be skewed by the same person returning many times.
Look at 'drop off' points - problem pages where people leave the site. For example, analysis may show that the donations page causes people to leave. Consider creating 'user journeys' if your analysis indicates that popular sequences of pages are used. These can be determined by the average length of visit and number of pages per visit.
Respond to the facts
Analysis of the data leads to recommendations:
- Areas to re-design - problem pages
- Areas to focus on - successful content
- Areas to get rid of - unsuccessful content