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Surf's Up

Use Web analytics to help your site work smarter, not harder.

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This story appears in the April 2004 issue of Entrepreneur. Subscribe »

Internet marketers are stuck on the traffic theory: Get more Web site visitors; generate more sales. This is generally true. However, there is a way to achieve a significantly higher number of sales without spending additional dollars to attract new visitors: Use Web analytics to turn current visitors into customers.

Web analytics solutions track the behavior of your site's visitors. What pages do they visit most? What are the popular paths through your Web site? On which pages do they leave? Site-surfing patterns show marketers what pages to modify to better serve the interests of their potential clients.

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