Don't Shrug

Web-visitor data allows you to identify:

• the top trafficked Web pages

• the least trafficked Web pages

• average time a visitor spends on your site

• number of visitors who come back to your site more than once in a month

• the source of online visitors (if they came from a search engine or via a link from another site)

• visitor interactions (downloads, donations, membership renewals, etc.). Note that your organization might also house your donation or membership data elsewhere — but you can always combine this data with your Web-traffic data for a complete conversion picture.

So, how is this data useful to you? If you’re the membership director, you’d want to look at how many people visited your membership pages and how many of them actually converted to new members (or renewed members).