Web sites are invaluable marketing tools. However, many organizations miss out on a key value of their web site -- tracking exactly who's visited them.

Whether or not you host your own web site, it's easy to pull tremendous amounts of useful information out of the logs of your web site. If you aren't already doing it, you should contact Escape to find out more about what you're missing.

The software we use -- FunnelWeb Analyzer by Quest Software and Summary -- provides us with invaluable demographic data about our web site's visitors, as well as details like:

• How many unique visitors are there, and how many of these are repeat visitors?
  
• How long do my site's visitors spend on each page? The whole site?
  
• What are the most popular pages on my site?
  
• How successful was a particular banner advertisement in attracting visitors to my site?
  
• What are the peak periods of activity on the web site?
  
• What file downloads are most popular?
  
• What search terms are people using to find my site?
  
• What other sites are referring visitors to my site (through direct links or via search engines)?
  
• Click stream analysis
  
• Geography: Where exactly are these people?
  
• Browser info: Software, platform, and screen resolution!

Once you know what search terms are bringing people to your site, you get better ideas as to what meta-tags you should be including to boost your rankings on various search engines.

Once you know the common paths people take through your web site, you can identify unique cross-selling opportunities that may otherwise be overlooked.

By knowing where your site's visitors were before arriving at your site, you can measure the effectiveness of promotional campaigns, press releases and affiliate/partner programs. You can even generate separate advertising reports to measure the click-through rates of individual banner ad campaigns.

Contact Escape for a consultation on how you can learn all there is to know about your web site's visitors. Your web site is a huge investment - let us help you make it more worthwhile and measurable.