Making Website Statistics Meaningful

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Clients often request specific data to help them visualize the value of various online services. Whether it be visitor traffic, conversion stats, website positioning figures, or other characteristics that can help show growth and results, it is important to present the information in a clear, effective way.

Ideally, the client should be able to quickly scan the information, understand its meaning, and identify aspects that are relevant to their unique needs or concerns. Graphs are a popular method for presenting stats because they can show concrete, observable changes; however, not all graphs successfully achieve this goal. To make the most of your graph, it is important to keep the actual significance of the information with respect to overall results in mind.

For example, the chart below provides an organized, comprehensive picture of site performance in terms of traffic growth over time. Additionally, the graph showcases how various updates have positively impacted the number of visitors coming to the site – tangible evidence for even the most skeptical client.

website statistics graph

Stats graphs that try to cover too much data, on the other hand, can quickly lead to confusion and frustration. In the example below, it's hard to pinpoint the numeric value of the individual stats, and it is difficult to quickly ascertain any useful information about the data being presented. Additionally, the chart doesn't provide the client with information about factors that could be contributing to the variance in stats, so there is little meaning behind the numbers.

website statistics graph

Making stats meaningful with simple, well-organized graphs can help the client see the value in your service and provide them with the necessary perspective to make informed decisions about their online strategy.

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