Shop Site of the Month
Gustafson Brothers - Huntington Beach, Calif.
Customer service works overtime at the Gustafson Brothers Web site. We loved the service writer's monthly blog designed to position the shop as the automotive expert, and highlighting the various languages spoken (Spanish, Vietnamese and Japanese) promotes the shop to those who might be more comfortable speaking in their native tongue to understand complex automotive problems.
Nominate your shop's site for a Net Worth profile. E-mail your Web site address to email@example.com.
Web Wise: Using Analytics to Your Advantage
You're looking at your Web site and wondering what - if anything - it's doing for your business. Do you know your site's traffic numbers? Do you know if visitors show up at the home page and stick around long enough to learn about you and your shop? Do you know if they arrive and leave within seconds? Do you even know how to find this information?
Every Web site should have a reporting function that provides you with data-rich reports that answer these questions and more. You need to view these reports to understand what's not working and where changes need to be made. But do you understand what the terms mean? Let's look at some of the terminology you should know to dissect your stats properly:
Unique visitor: The uniquely identified visitor requesting or viewing pages within a defined time period. A unique visitor counts once; a visitor can make multiple visits.
Hit: A request for a file from the Web server. A single Web page typically consists of numerous files, each of which is counted as a "hit." This number can be extremely misleading and is rarely used to measure Web site traffic.
Visit/session: A more realistic and accurate assessment of a Web site's traffic. A visit is a series of page requests from the same unique visitor with no more than 30 minutes between each request. A session is a series of page requests from the same visitor with no more than 30 minutes and no requests for pages from other domains between page requests. In other words, if someone leaves a site, then returns within 30 minutes, this will count as one visit but two sessions. However, a single page view event is not a visit or a session; it is called a "bounce."
Bounce rate: The percentage of visits where a visitor enters and exits the same page without visiting any other pages on the site.
Time on site/page: Average amount of time that visitors spend on a site or each page of the site.
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