Have you ever looked at your website statistics? If not, then you are missing out on a treasure chest of information which you can use to improve your bottom line.

Most companies that have web sites have access to traffic statistics, usually provided by their web hosting company (if you're not getting this as part of your current web hosting service, it's time to shop around). Take the time to look at your statistics because they will give you an insight as to how your site is performing (or not) and what you can do to get better results.

However, when it comes to traffic statistics (or any statistics for that matter), not all that can be counted counts. Here are the top things to look for in your website statistics.

Average Visitors
How do you know if your traffic building initiatives are working or whether people are actually visiting your site? Your website statistics will tell you the average visitors your site receives daily, weekly or monthly. In fact, this is the true measure of website activity. Provided you are getting quality traffic, the more traffic you receive, the better for your business.

Sample report on "average visitors" .



Average time spent on site and average page views per visitor
Find out how your site is connecting with visitors. If the average time that people spend on your website site is less than a minute, or the average visitor only visits one or two pages, it may indicate some issues you need to address like navigation, content, design and the qualify of traffic your website is currently attracting. Remember, the longer your site visitors linger, the more likely they’ll buy from you.

Sample report on "length of visit" .



Most and least requested pages
With this data you’ll know what’s "hot" and what’s not in your site. Knowing where visitors go (or don’t) tells you a number of things: firstly, what type of information your visitors are interested in; secondly, where to position important sales and marketing messages; thirdly, how to improve least popular pages you deem important.

Or, are people coming from search engines and directories like Google or Yahoo, or from other websites that are linked to your site. The key thing is that you understand where your traffic is coming from so that you can optimise your traffic building activities in the future.

Sample report on "top referrers".