As a new site owner, you might be tempted to pore over your site statistics several times a day and tweak a few things on your website here and there. Rest assured, it won't serve any purpose; heck, it may even lead you to the wrong conclusions.
It's very easy to twist statistics and draw nonsensical conclusions from them. There's the story of a man, for example, who was found dead with his head in the oven and his feet in the refrigerator. The coroner put down exposure to extreme temperatures as the cause of death. The statisticians were puzzled, however, because according to their calculations, he was at room temperature, on average, at the time of his death.
To avoid such traps, keep in mind that:
- Statistics are relevant only when there's enough data. If you look at the statistics of a popular website that several thousand people visit every day, you may be able to notice trends every day or even every hour, perhaps. But that may not be true of a small website, such as yours, which far fewer people visit every day. Therefore, you might have to wait a long time before you have enough data to make sense of the numbers.
- Raw numbers tell you very little. Let's say, for example, that 956 people visited my website yesterday and they viewed 4539 pages. Is that good or bad? You can't really tell because you don't have a meaningful frame of reference. But if I tell you that 352 people viewed 1127 pages the day before, you can then put yesterday's numbers in perspective.
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