1. In the industry, web analytics has grown to become synonymous with clickstream analysis. However, it is important to recognize there is much more to web analysis than just clickstream data.
2. Website usability and the customer experience are tied very closely. Consider determining the value proposition your site will hold to your customers, and create an architecture that will leverage this.
3. When determining which analytics package to use, keep in mind one of the most important things is to spend majority of your budget on having an expert analyst to review the data, not the software itself.
4. Remember, hits, visits and cookies aside, these are real human beings visiting your website for real purposes.
5. There is one major downfall with all web analytics tools; they can’t tell you why people are coming to your site. Relying solely on clickstream data may result in false inferences. Realize the limitations of clickstream analysis and learn to incorporate “evolution” versus “revolution.”
6. Survey customers frequently to determine your website architecture, asking the 3 following questions: Why are you here? Were you able to complete your task today? If not, why?
7. When analyzing customer survey data, determine the percentage of customers unable to complete their task, and combine these results with the clickstream analysis.
8. The first step to creating a positive customer experience is to determine how you can involve the customer within your planning and revision processes.
9. Use web analytics to measure not only the most popular pages, but the length of the visit per page, the number of pages visited and the primary exit pages on your site.
10. Don’ t be afraid to frequently revise your website. Learn from your analysis and create an action plan to implement your revisions.

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