In Part 1 last month I discussed the importance of knowing your web stats key metrics. Here’s WHY knowing your numbers is the first step to uncover the truth of a claim to fame?
An “unnamed website vendor” makes a “Big Number claim” about his products SEO prowess? Here is what was stated: “
Mr. XYZ Dealer started using our services in July of 2007 (roughly 2 years) >
and has received over 1.5 million +hits to his site with a $0.00 a month advertising budget.”
Here’s HOW knowing your number’s can bring to light the truth of the claim about his claim?
• See if you agree with my reply below, if not email me.
The term “HITS” is not equal to visitors and can be extremely misleading.
- Unique Visits – are true 1st time visits.
- Total Visits – include repeat visits
- Pages Viewed – are just that per visit
Why HITS – are misleading…
- “uploads” So if 1 page has 5 photo’s… it is 1 for the page + 5 jpegs to equal 6 HITS!!!
- PLUS any crawls by robots/spiders reported as visits… which happen ALL the TIME.
So, Let’s just take a shot to work the numbers backwards based on conservative numbers?
- 1,500,000 Million Hits over 24 months could in REALITY Mean…whatttt??
- Divided by 5 Hits per page viewed: to equals 300,000 Pages
- Divided by 4 pages per visit= 75,000 total visits
- Then divide by 1.5 to cover for repeat visits to get to unique visits
- which Equals = 50,000 unique visits
- Now divided by 24 months = 2083 unique visits per month
Actual TK dealer’s web stat numbers August Report the following on your Power 5 Website
|
Month
|
Unique visitors
|
Number of visits
|
Pages
|
Hits
|
|
New Car Site
|
2836
|
4884
|
28168
|
185591
|
|
Used Car Site
|
1175
|
1539
|
4592
|
43565
|
|
Service Site
|
516
|
608
|
1073
|
16384
|
|
Specials Site
|
427
|
535
|
2237
|
17129
|
|
Testimony Site
|
397
|
514
|
724
|
11774
|
|
TOTAL MTH
|
5351
|
8080
|
36794
|
274443
|
|
Unique Visits
|
Actual Ratio's
|
1.51
|
4.55
|
7.45
|
274,443 x 24 months = 6.5 Million + HITS… Which is meaningless
as a true measure of website performance.
Next Basic: “What matters after Traffic is LEAD conversion…
About the author: Rick Chavoustie has 25 years retail automotive management at all levels from GM, GSM, to Director of Business Development. In 2005 he developed his first website with TKCarsites. Rick joined TK in 2007 focusing on People – Processes – and Tools to sell cars in today’s fast pace ecommerce environment. Rick’s passion is focused on basics, integrity, and execution in the marketplace, not vendor hype. Rick’s email address is rick@tkcarsites.com or call Rick at (585) 690-6055
