The Business Intelligence gained from analyzing web server logs and data
from Internet application systems can
be leveraged to formulate plans for evolving your corporate website.
Shorter-than-expected visits, unexpected navigation paths and transaction
abandonment prior to completion can suggest design or usability issues
that need to be addressed.
It is very useful to analyze the "entry" and "exit" pages
to a website. Visitors frequently enter through a 'back door" rather than
through the home
page. This isn't necessarily a problem. In fact, website visits
can often be increased by treating
each web page as a "home page". This involves implementing
an appropriate navigation design and making full use of meta tags on all pages.
Because web pages are dynamics, web analytics must account for this. The content on a given web page can
be much different from week to week.
Web analytics should also consider pages in a web as sets of visual "components"
that have been assembled into webpages. Some components may be used in
multiple pages, while others are not. Some components contain core
content that all visitors see whereas other components might only be visible
tor certain categories of users.
The following diagram illustrates how a web pages can actually consist of
many discrete components:
