Chapter 4
Analyzing and Monitoring Your Customers
IN THIS CHAPTER
Monitoring your website traffic
Interpreting the records gathered by your web server
Using Google Analytics to assemble reports on website usage
Asking your customers the right questions
Updating your website to correct or improve performance
After you build your website, your next step is to ask, “How can I make my site better?” Your initial version is rarely your current version. You create your site, watch how users interact with you, make changes, watch how users react to those changes, make more changes, watch some more, and then repeat the process. This process is ongoing as you evolve your site to meet the changing needs of your customers.
Analyzing your website can tell you a lot about your business that other metrics (measurements) — such as sales volume, average order amount, and repeat customers — cannot tell you. You can figure out exactly which web pages on your site are the most and least popular. You ...
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