Learn From My Mistake

Aug 15, 2000 -- I analyzed the statistics for a Web site and presented my findings during a meeting with the company's president, two VPs and a few other individuals. The statistics package the company used impressed me. It was the first time I'd worked with it, and all I could say was, "Wow."

I imported the data into a spreadsheet and found that over a four-month period, 74 percent of the site's traffic came from Virginia. During my presentation I said, "You'd be wise to focus some of your marketing efforts on sites that generate a lot of traffic from Virginia. In addition, consider adding Virginia-based periodicals to your press release mailing list."

The company's president said, "I thought this was because AOL's servers are in Virginia."

The floor I was standing on let me down: it didn't open up and swallow me. How could I have forgotten this?

Statistics packages often offer a breakdown of states and countries that have generated traffic on you Web site. The breakdown is based on the corporate identity of IP (Internet Protocol) addresses found in the Web server log files. What this means is that if 50 percent of your traffic is coming from Virginia, then 50 percent of your visitors are connecting to your site through a server in Virginia. It doesn't mean they reside in Virginia.

The best way to find out where your traffic is coming from is to ask visitors for their city and state on the forms on your site. Beware, though: visitors often lie to protect their privacy.

And whatever you do, don't say, "Wow," while analyzing your site's statistics. Say, "Why?"

Questions or comments? feedback@i-genuity.com

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About The Author

Mary A. Sicard is president of i-Genuity, the Click-Here Strategy and Services firm in Augusta, Georgia.

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