If your business has a Web site that’s of any real interest to you, then you need to read this. If you don’t have a Web site, but like reading about exceptionally cool software, then you want to read this. If you don’t have a Web site and don’t even like software, then move on. Nothing to see here.

When you (or anyone else) enters a URL into your Web browser, and are then taken to a Web site, everything that you do while you’re there is recorded and logged by the server. Where you came from, which pages you see, how long you spend at each page, whether you download anything, which images you see, which links you click on, and more.

Before going any further, don’t even think of reaching for the aluminium foil hat. It won’t help you here.

But this data that you leave behind is of tremendous value to the people running that site. As a Web site owner I get to see which pages are popular, how many people are reading them, which links get clicked on, and more. If you’re running a business, this information is priceless.

The problem, as always, is usability. The files are in long, repetitive text that mean little to the average person.

The solution, as always, lies in software.

Now there are more Web log analysis applications out there than you might believe was possible. But at the end of the day, they’re all variations on the same basic idea. They process the data, and churn out easy to read charts, tables and graphs.

Some do the job quite inaccurately, and are uglier than a Microsoft Error Message, while others are more precise, and produce reports that can be quickly understood and absorbed by pretty much anyone. No technical expertise required.

ClickTracks is something else altogether, and while I’ve worked with a great many log analysis applications over the years, I’ve never seen anything that’s anywhere near as unique, visual and instantly understandable.

If you go to their Web site, you’ll see that they claim the following:

“ClickTracks offers intuitive, insightful analysis of your web site. It shows you campaigns, site navigation patterns, PPC, SEO, and ROI stats instantly.”

It doesn’t sound particularly different from their competition. But it is.

Take a look at the Web site, and you’ll see why this product rates as one of the most innovative and impressive that I’ve ever seen. And believe me, I’ve see more than a few.

Many software Web sites describe their applications as innovative and unique, and most explain how their product really can save you time each day. Few of them deliver. ClickTracks wins my admiration hands down.

Further details and a free trial version may be found at the ClickTracks Web site.

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