Do you check your statistics to see if your web traffic has moved up since you checked it an hour ago? Do you ever feel just a tinge of obsession over your Google Analytics or Clicky statistics? Do you wait impatiently for the next update of your score on Alexa, or Quantcast? Do you get frustrated when your Klout score is a day behind and you just have to know if they actually picked up on all of your hard work?
Stop it! Just stop it!
I know how easy it is to feel better when you go and see how (or if) people are interacting with your website or your social media profiles. It is actually very important information to know. Knowing your statistics, and understanding what they mean is extremely valuable for effective online marketing. The problem arises when it is taken to a level where productivity is lost.
Don’t take this wrong. I am not berating you, because I know how easy the trap can be. Allow me to jest. I am one of those guys who is drawn to statistics like a moth to a bug-zapper. I will probably know if you click this link before you can even pick up the phone to call me and ask how I can help you to grow your business. It is one of my important calls to action for people to visit my “About Mark” page to find out more about me, or my contact page to reach me about better marketing. (UPDATE: I no longer accept loser clients.)
When I see those things, it means somebody is interested in my services. Well, sometimes it means that. If they click on my link for “What Others Say About Mark” it must mean that they are going to spend a ton of money, and I can take a few more minutes to check out my stats on other sites, because I have already practically got their money in the bank. You know, because people are clicking all the right stuff, and I had a four percent increase over an hour ago in the stuff I wanted clicked. Now I am freed up to do more statistics-surfing. Maybe somebody retweeted me, maybe they bookmarked me somewhere, or maybe I have more FeedBurner subscribers. If I check these things, maybe I will feel better, like Oprah Winfrey with a double-scoop ice cream cone.
A Better Waste of Time
The Internet is such a fascinating place. It amazes me what kind of things you can find. Perhaps a better waste of time for those moments when you want to go and check those stats again would be to watch this nine minute video of some guys frying bugs in a bug zapper.
On the other end of the spectrum, if you are not checking your website statistics to know what your readers want and how they are interacting with your material, you should be. Just don’t be too obsessed with it.