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- The Dovetail Customer Service Team

Rolling out a new website can be an incredibly daunting, tedious and complicated process. This is especially true when (as is typically the case) the lion's share of the workload falls on a single person. If that's you, I'm here to tell you that it doesn't have to be that way.

When planning a web project you can keep your sanity if you are able to establish additional support through others. So where can you look? Well you should look both within and outside the organization.

Gain Support Within your Organization by:

1. Establishing the project sponsor and getting buy-in.
2. Creating a web committee with representatives from various departments.
3. Find and hire support personnel to aid in maintenance (possibly even an intern)

Gain Support Outside your Organization by:

1. Working with a marketing or advertising agency to ensure brand and message consistency. (like one of our agency partners)
2. Buying and using a web content management system. (like novo)
3. Hire a writer to help establish a single, consistent voice throughout your site.

And just keep in mind, building a website is not a simple task, it takes time and a team can be a sure way to help alleviate some of the pain.

-- Mike

Another year has come and gone. 2007 is becoming a distant memory. Amongst the fog that surrounds the holidays, the egg nog and sugar overload, did you make time to take stock and plan for 2008?

What did we learn in 2007?

Many things shaped last year in the world of the web, but I would propose the following were the most important.

1. Online communities and social networking were all the rage. Everywhere you looked someone was vying for your precious account name to be LinkedIn, MySpace'd, Digg'd, Twitter'd, FaceBook'd, YouTube'd, Gather'd, Yahoo'd, Google'd, and so on.
2. The mobile web became useful with devices from Apple and Nokia leading the way.
3. Millions were spent on SecondLife by users and companies trying to figure out what the virtual world is all about.

The user experience of the web made huge strides in 2007. People are spending more and more time connected than ever before, but when it comes down to it, content is still King. Yes, if 2007 showed us anything its that people are excited by new ways to use the web, whether it's a new site, or a new way to look at it, but when it comes down to it, the same lessons are still valid.

So, if you are looking at your site for 2008 and are ready to do something new, to grow your business, don't get distracted in trying to create the next great new thing - focus on your content. It's amazing how clear things become when you do.

-- Mike

At the beginning of the month, I offered up Five Ways You Can Bring Visitors to Your Web Site, and one of those five follows:

Have a clearly defined call to action. When someone visits your site, any page of your site, do they clearly understand what you want them to do to take the next step? Should they pick up the phone and call you, fill out a contact form, email for information, buy something, link to another site, whatever the purpose, make it clear and easy.

When it comes to it, this is more about understanding what you want to do, not necessarily what your customer wants to do.

Now I know what you're going to say next "But Mike, you just said that they need to know what they should do, that's not about me, it's about them, right?" And the answer to that question is Yes, but with one stipulation. You decide what options you're going to give them in the first place. And your options absolutely, 100% need to be dictated by what's right for you and your business.

So before you pick up the phone and call anyone about working on your site, take the time to really understand why you want a site in the first place. That call to action is everything. And whatever you determine is important is the right answer for you. So go for it! Be self-centered for a moment - it's OK. By doing so, you'll do yourself a favor, and make your site a winner for your visitors in the process!

-- Mike

From her first moments in Oz, Dorothy made her way through the myriad of challenges with a single-minded mantra - "Follow the Yellow Brick Road!" Every citizen in the Land proclaimed with confidence that to get what she desired she simply needed to "Follow the Yellow Brick Road," and her behavior from that point started with a single-mindedness that was worthy of any great explorer. And, ultimately she did get her wish - she was able to return to the one place she wanted to be all along. After all, there is no place like home!

At first glance, if we condensed The Wizard of Oz down to that paragraph it would appear that everything worked out perfectly. But if we take a step back and take the time to read the whole story (or watch the movie) we quickly realize that the trials and tribulations, challenges and dangers that presented themselves along her journey made her trip anything but simple, or perfect. And that is the point behind the concept that I went off on the other day.

Dorothy (and her little dog, Toto, too) wanted to go home. To not pass Go. To not go see the Wizard. To not Follow the Yellow Brick Road! That's where the Munchkins got it wrong. And if the they ran a business website they'd be in a lot of trouble! They didn't anticipate the behavior of the user. If they had, then Glenda could have just waved her wand and sent her home.

So, business owners - take the time to anticipate and understand your target web visitors. And you don't have to buy into a lot of mumbo jumbo to do so, just ask yourself these simple questions and you'll be well on your way to understanding your customer better then they understand what they want.

1. What types of user constituents are apt to visit my site?
2. How does each group work with me in the "real world"?
3. How can I mimic those interactions online?

And as users, we shouldn't put up with being forced down long, winding roads either. So when you're on a site and can't get what you want quickly, share your needs - We don't need no stinkin' Yellow Brick Roads! We need to get home!

-- Mike

Last week when I talked about web log reports and analysis of them, I thought I had a handle on the topic, but since them I've been bombarded with a term that was new to me. It's behavioral analytics. So I've been trying to find a succinct definition of what exactly the topic is about. And after several searches on Google, Wikipedia and Ask.com I was exasperated to find no single good answer. A bunch of sites and services spouting off about the topic, but no solid definition that I could find.

So the best I can do is surmise that behavioral analytics is tied to trying to predict what a visitor going to be seeking by examining the trends to help find patterns thereby yielding what they want, and thus what you want them to get. WHAT!? Exactly. Give me a break! What's real anymore? I can't tell. If I knew what somebody wanted before they asked for it then we wouldn't need websites, or newspapers, or stores or anything...

-- Mike

I was thinking some more about my Fuzzy Math/Twisted Science post from the other day, and got to thinking that I didn't mean to come across as though there's no value in your web reports. On the other hand completely, you should, but only if you do so with an understanding as to what you're looking at.

So with that in mind, here's my top ten list of important things to understand when you review your traffic. If you want to reference a sample log report, check out Dovetail's Sample Hit Report.

1. Visitor vs. Hit - Everyone wants to know how many hits their site got this month, last month, last year and so on, well I have news for you. Hits don't mean a thing. A hit is just a file - an HTML file, a graphic, a video etc, so if you have 10 graphics on a page, you're going to get at least 11 hits for every view of that page.
    
   You can see how that number quickly gets inflated. So pay attention to your visitor sessions - they are much more meaningful - you can assume that a singe visitor session is a unique person browsing your site for a single period of time - which, based on the site, will cover dozens, hundreds, even thousands of individual hits during their session.
    
2. Page Popularity - Check and see which pages are the most and least visited. This can be useful on any number of counts. You can validate if a traffic driving campaign is effective, or not, if visitors find you through your home page, or other entry point etc. This can help know which pages get the most "eyes" and thus deserve more of your attention in terms of offering up content.
    
3. Entrance and Exit Pages - "Which door do your guests use to enter and exit your house?" My mother used to ask that, which usually meant, make sure the front hall is cleaned best. The same holds true here, not everyone goes straight to your home page - if they come in through a search engine any page is fair game, so understanding where they start is important. Likewise the last page is important too, if it's a "thank  you for buying" page you're doing OK, but if it's a shopping cart page, sales are being left on the counter.
      
4. Referrers - Who's linking to your site. Does someone find you from a search engine, banner ad, or friendly site? This let's you profile traffic before it gets to you so you can understand better how to find your audience.
   
5. Keywords and Search Engines - The Big Kahuna - search engine results! It's one thing to want to be found by a keyword of phrase, and completely another to actually be found by it. Sometimes you've got it all wrong. Sometimes your content isn't supporting your desired words, either way these reports can show what searches were successful at finding your site. This can validate or undermine an SEO or PPC campaign so you can really see how important they are.
    
6. Understanding Geography - The first W in WWW stands for world, but the world starts right outside your own door, so understand where visitors are coming to your site from geographically and understand if you're capturing the right folks. It doesn't do a whole lot of good to receive an inquiry from Queensland, Australia if you're a plumber in Spokane, Washington. BUT BE AWARE: geography is based on IP address, so they can be skewed heavily based on how people connect to the Internet. (Did you know AOL is based in Virginia?)
    
7. Technology - What kind of computers and browsers and operating systems are people using today? It's important because you need to be sure your site works best in the most popular, and conversely if only a small percentage of visits are in one area, you may choose not to spend valuable resources to be compatible - you decide, but either way it's important to know this information.
    
8. Time - We all need more, and never have enough, so it's even that much more critical to know when during the day, week, and month your site is most heavily used as well as how long the average person spends at your site or page.
    
9. Errors - Chances are even the best built sites occasionally experience issues, so knowing how often is important for sure. It's also a good gage to know when your site might be outgrowing its current server or host provider's capabilities.
    
10. Return Visits - Perhaps most import is return traffic. We talked last week about bringing people to your site, if it's working they often come back and this is one way to determine that.

OK, that's it for now, hope you find this useful and as before, if I've forgotten something or you want to weigh in, I encourage you to comment right here at the bottom of this post by clicking the "comments" link.

-- Mike

Last week, I talked about five ways to increase visitor traffic to your website, and one of those items was:

"Pay attention to your traffic. Do you know how many people are even visiting your site? Be sure you know how to find and understand your site's traffic logs. And if you don't know, then find out... "

But here's the thing, there is a lot of useful information buried in your web stats, but most people just don't understand how to interpret them properly. I've said for years that too many people apply "fuzzy math" to their hit reports, that the promise of web analytics is a "twisted science." Why?  Because simply put, too often gathering analytics is about impressing the boss, and not making sound business decisions.

So, don't make the same mistake, take the time to understand what your hits are telling you in context with what you really want to know. A million hits to one site can mean something completely different to another; and a million hits don't mean a thing if you can't correlate them to some other useful metric - like say sales!

-- Mike