A trend analysis involves reviewing the log files generated by your web server. These log files record a number of user details, such as what browser they are using, what operating system and what pages on the website the user visits.

The trend analysis data can be used to identify bottlenecks within your site which may be hindering them from achieving their goals.

The trend analysis report is separated into a number of different areas:

Site traffic - how many visits is the site getting, what errors are users receiving, where are they leaving the site
Home page analysis - when a user first gets to your site where are they going, what navigation items do they use
Scenario analysis - identifies the main scenarios users are performing on the website e.g. for an finance company a scenario may be the finance application process. The scenario analysis will determine bottlenecks in achieving the end goal - receiving a completed application
Referral analysis - what search engines and other sites people are using to get to the site
Search phrase analysis - what words people are entering on search engines to get to the site
User profile - what browsers, operating systems users are using, what time of the day and week are they accessing the site

Read about customer satisfactory surveys for website optimisation

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