In my previous post “How to read your web statistics”, I have discussed the importance of web statistics and how to read them. Now I am going to discuss how you can take specific action to improve your statistics.

Generally, there are two main statistics that you will need to improve:

  1. The number of visitors to your site
  2. The amount of time spent on your site.

Increasing the number of visitors to your site

The number of visitor to your site is directly related to your traffic generation strategy. It is dependent on two factors: how active you are in promoting your site and how effective your marketing strategy is.

From your web stat, find out how many percent of your visitors are new / unique visitors and how many are returned visitors.


For your new visitors, investigate further to find out who is your prime referrer. If it is search engine, then check out which keyword and landing page that your visitors found you. Once you get these figures and facts sort out, you need to analyze the factors that ranked you well in the search engine and duplicate that to other page of your site.

If your prime referrer is from a one-way incoming link from other site, check out the site and analyze their targeted audience. (Most of the time, their targeted audience will be the same as yours). Thank the site master for recommending your site and bring it further by requesting them to promote your site in their ezine or regular newsletter. You can counter offer by providing an ad space for them in your ezine.

Next, source for similar sites and propose a link exchange and/or ezine ad exchange with the web masters. This will increase the number of targeted visitors to your site.

If you write a lot of articles and the articles directories are your main source of traffic, then what you need to do is to created more keyword optimized articles and submit to effective article directories. Effective article directories are those whose articles get picked quickly by the search engine and those that will bring you lot of traffic. Examples are Ezinearticles.com, goarticles.com, ideamarketers.com, about.com. A keyword optimized article on an effective article directory gets picked by the search engine very fast and will bring in more visitors for you.

Retaining your existing visitors

Your visitors list should have a good mix of new and returned visitors. A good way to get your visitors to return is to send them regular newsletter and keep them informed of the latest progress in your site. Occasionally organise a promotion to entice them to re-visit your site again.

Increase the amount of time stay on site

Here are some tips you can use to improve the amount of time your visitors stay on your site.

1) Create a beautiful site.

First impression counts. If your visitors love the design of your site, they will stay longer.

2) Provide useful and easy to read content.

Everyone wants to obtain useful information, but very few have the patience to read a 1000 words article. If you have a long article, split into two or more pages. Add essential formatting such as bold, italics and various font sizes to your content to make it easy to read. Make sure all important points are projected clearly.

3) Improve your navigation structure.

If your site is 3 to 4 tier deep, make sure you have a good linking structure within your site. Visitors shouldn’t have much difficulty finding the information they need. You can also provide a search feature to allow your visitor to search for the information they want.

4) All outgoing links should open up a new window.

If you do not want your visitors to leave your site, then set all outgoing links to open in a new window.

5) Find out the exit page and optimize it to retain your customer/audience.

If you are selling product, then the exit page is most likely the thank you page or confirmation page. Rather than wasting the resource, you can direct your visitor back to your home page or even upsell them by recommending them related products.

6) Make it easy to use.

Your site should not be in a mess. It should be well organized and all links must be working. No dead links should be found in your site.

Web statistics are useful only when you know how to analyze and use it. If you have not started tracking your web statistics, you are definitely missing out a lot of information.

Don’t forget to subscribe to the Internet Strategy Blog RSS Feed!