Web analytics provide a wealth of information. One of the most important pieces of information is the stat that shows your most popular pages. More importantly, which pages are receiving traffic from the search engines.
Knowing these stats is one thing, doing something about it is another. Obviously, if you are receiving a fair amount of traffic from the search engines for those particular pages, their search optimization must be working.
What are you doing with the traffic when it arrives? Does your page load quickly? Are smacked with ads as soon as they land? Does the content match the keywords used to find you? This last is very important. You may have optimized for a certain set of keywords but the searchers are finding you with a different set – often long tail. Does your content satisfy that search term?
The analytics stat that is important is your bounce rate. If you are getting a good flow of traffic to a page, but it is bouncing away again, it’s pretty obvious you need to do something about that page. Perhaps make the content more appropriate.
Having determined your popular pages, or landing pages, you need to be sure they load fast and look attractive enough to hold the visitors interest and encourage them to move through the site.
Analytics provides the statistical information. It is what you do with it that counts. Don’t waste the landing pages that are receiving visitors.