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1. Web Measurement Basics > 5. Get to Know Your Visitors

Get to Know Your Visitors

Knowing that you have three totally different kinds of unique visitors coming to your web site can save you time, money, and headaches.

Visitors are the fundamental currency in web measurement—the top of the pyramid, as shown in Figure 1-5. The idea of the “known visitor” is important to web measurement because, given the right message, any good salesperson can sell; the sales process breaks down when forced to sell to anonymous groups. Think about the difference between a really good car salesperson and a car commercial on TV—the commercial may sway you one way or the other, but it’s the salesperson speaking to you directly who will seal the deal. Because of the universal desire to “know” the visitor, it’s important to understand the three major visitor categories: totally anonymous, mostly anonymous, and known (Figure 1-5).


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