One of the more overlooked aspects of the web master's job is reviewing server logs. It's not a surprise that a lot of people either ignore, do not know about, or do not know how to get to the value stored in these logs. After all, the format isn't user friendly, and there it is definitely a case of "out of sight, out of mind." However, there are some very good reasons to look through your server's logs. Here are five things that you can (and should) look for in them on a regular basis.
Some applications do a poor job of reporting their failures to the help desk or development team. In other cases, applications are crashing so hard that they do not have the opportunity to report their failures. Reviewing your logs can reveal these kinds of issues. For example, if you see the server process itself restarting on a regular basis, that's a very bad sign, which indicates that something so critical happened that the server went down. Also look for high rates of status 500 messages in the page logs. On an IIS server, the Event Log will record unhandled exceptions, the kind that result in the "yellow screen" on the local machine, and the vague error screen for other users. Compare these rates of incidents with what the developers know about, to see if maybe there are problems that they do not know about.
Search engine optimization
Speaking of turning traffic into revenue streams, your logs are the source of knowing how your visitors translate into money for you, and help you to understand how best to monetize your traffic. What you want to look for is trends in your clickstream data. The "clickstream" data shows the "paths" people take through the site, combining unique identifiers (an IP address or preferable a cookie or username) with the referring URLs of page views to show a tree of the user's session. You will want to start at the "goal" — whether that be the point at which they sign up for a mailing list, make a purchase, request more information, or whatever you consider a "conversion" to be. Then work backwards. How do the users become conversions? Do they follow the same path? How many clicks does it take to convert them? And so on. From there, you can figure out how to make it as easy as possible for potential visitors to convert. For example, if you see that a particular page sends lots of people on the conversion path, but that path is long, then let them convert directly from that page.
Another great piece of information that you can get from clickstream data is whether or not you have usability problems. What you are looking for are things like abandoned processes. For example, if checking out of your online store is a multi-step process, and you see a lot of people getting to step three, but few people completing it (but no errors), that is a sign that there is something on that page that is causing problems for your visitors. Maybe it is onerous terms of service, or a request for information that users do not want to give up. It could be that the page is simply difficult to use. But without detecting and fixing these problems, you can be leaving a lot of money on the table.
Justin James is the Lead Architect for Conigent.