Why are statistics important in web design? Let's take a look at website's stats

Views, users and graphs in web design

It is more important than you may think and we are talking now about general public statistics like searching trends, but also stats of your website's usage.

Why? Just because... no, I'm kidding, this is serious matter.

In the last months and years, we all hear about leaked personal data, about new laws to protect your data and more. There is still something in this field. But like it or not, data are key to do something good. Without these information you can only guess and hope you are right.

Let's get Facebook affairs aside and let's focus on aggregated stats. It means we are not looking on any specific person. What we want are summaries like counts and sums and "most do this and little that". Why? Well, if you have a thousand users per week, it's either impossible or super-time consuming for a whole group of analysts to make a use of the data. That's why from now on I'll be talking mostly in percents.

What stats to capture about web design

In huge part it depends on what your website is and what your goals are. We basically read count of users coming to a website, visited pages and a path through a website a user goes. The last part sounds like for a single user, just calm down, I explain. We don't care about every single user and you should either. We calculate statistics like average count of visited pages, which is super-useful info.

Those were basics, than there are those depending stats. With two of our clients are extremely important exits from their websites by clicking on links. Some others need to have perfect data from product purchases. Others need to see how many percents of incoming users actually submit an inquiry form.

Why to keep stats?

Simply to make your service, product or an entire website better for your users. Statistics can help you improve the website so the percentage of visitors converting to customers grows. It's the main goal, isn't it?

If, for example, you want visitors to submit you their contact info on a "submitting page", you can watch their behavior. I mean you can track statistics about user movement through a website and see only 5 % of them goes to contact page and 70 % to product info page, you get possibilities to look at, try and change this.

What if those people don't care about your product? If a contact button is not visible well enough? Maybe a product description is not understandable for people?
All these can be reasons. But you have now three possibilities. Without statistics you have infinite of them, because you simply can't know.

What not to track on a website?

Do not track what you don't need. There are three simple reasons:

  1. Recording data requires server resources. Save them for making your website a better place.
  2. You can get in conflict with law. As I said earlier, a lot is happening and you don't want to be caught in middle of that.
  3. You would simply loose time to read stats that are useless to you, which is actually your doing and I am giving you advice against loosing time :)

Well, to finish this in a short recap - keep useful stats, leave other data, read them well :)