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Web site statistics will allow you to gain insight into how a visitor navigates through your Web site pages, so that you can then structure your Web pages accordingly. For example, if the most popular path through your Web site is:
2. Payment Options
4. About Us
Then you will know that the majority of your visitors first want to know what types of payment you accept before they take the time to look through your services. This may be a clue to specifically give this information in your ads and on your home page. On the other hand, if the most popular path through your Web site is:
2. About Us
4. Payment Options
Then you will know that the majority of your visitors want to know the history of your company before they spend time looking over your services. This often implies that a customer wants to know that you are an established and reputable company. This may be a clue that you should use ad space to promote the reputation of your company. For example, if you have been established for 10 years (quite a long time for an Internet business) or if you have worked with high-profile clients.
This type of insight is important because, if you advertise the type information that is most significant to your customers, you are more likely to grab their attention and make them want to take a look around.