Website Analysis - How It Works

Most companies have a certain level of visitors to their website each month and if the number of visitors is 500+ then we have enough data to analyse. In situations where websites appear to be generating very little in the way of visitors we can stimulate traffic through creating a small PPC campaign (we would set this up for free) so that we generate enough data from which to analyse visitor movements within the website.

There are numerous software packages available that allow differing levels of information about how visitors interact with a website. One of the most popular is Google Analytics - primarily because it's free. However, the Custwin view is that Google Analytics is very limited in the information it provides in its basic form and instead recommend an alternative system that has a small cost attachment (£10 per month). In some situations clients already have website statistics analysis software implemented and Custwin can assess the usefulness of the information that software produces.

Whatever website statistics analysis software is utilised, there are certain important nuggets of data that are of primary interest to Custwin:

1. The percentage of people who get as far as the contact details page, or to a page where they've made a purchase.
2. The pages of the website that consistently show that people are exiting the website from that point.
3. The names of companies that have visited the website and what they were interested in.

Custwin can look at any website and easily comment on what's right or wrong about the website. We have several years of experience in this area and our opinions are respected by clients. However, we support our opinions by making use of website statistics data because what our clients are interested in is:

1. Why aren't more people getting in contact/buying?
2. How can Custwin back up those opinions with statistical evidence?

Clients are also particularly interested in the names of companies that have visited the website and when we highlight who has visited and what they were interested in, it provides opportunities to then make contact with those companies to see if business can be gained. Custwin work with many clients who become fascinated with the ease of seeing which companies have been visiting and how it's then possible to turn that visit into business.

Website analysis isn't a particularly cheap exercise though. It's one thing producing a lot of statistical data but quite something else turning that information into an easy-to-understand view of where the website has opportunities for improvement. In a nutshell, the costs of website analysis are strongly linked to the human expertise required to highlight what needs to change within the website. However, as all clients discover, those costs are tiny compared to how much business is being lost all the time that there's no awareness of the problems within the website. It's very common for an investment in website analysis through Custwin to be fully recouped within a few weeks of the necessary changes having been made to the website. Naturally, we back this up with our guarantee.

A typical website analysis project involves the setting up of website statistics analysis software (£10 per month if there's not already an effective solution in place) and then Custwin analysing the statistics over a period of 2-4 weeks. This will result in a full report that highlights what needs to change within the website in order to convert more visitors into business (and so also to be able to get the best out of PPC advertising).

Clients always have the option for Custwin to run further website analysis reports at periodic times after the initial report and while we're always happy to do this we much prefer to help clients to become self-sufficient.

Our view is that every business should be analysing their website statistics religiously - certainly weekly as a minimum. It's only through analysing the statistics that clients become more closely aware of website issues that need to be addressed. Custwin view this as taking a pride in the success of the website and therefore the success of the business and we particularly enjoy working with clients who want to take full ownership in this way.

Therefore, although we can produce website analysis reports for clients on a periodic basis, we much prefer to undertake the initial analysis, which highlights the key issues to address, and then to work with the client to the point where they know as much about the website statistics analysis software as we do and are in the position to make informed decisions about what needs to change within a website. Our own studies have proven that clients who take on such responsibility gain a lot more business and they're also much more likely to refer Custwin onto their own contacts as well.

Find out how to get started with website analysis »
View the costs for Custwin to undertake website analysis »
See examples of clients who have used Custwin for website analysis »
Contact us with any questions - we'll be happy to help.