News
 Are
Your Web Customers Engaged?
Your Web site is an ideal venue for holding your
customers' attention. But how do you measure the
success of your efforts?
Inspired by Eric Petersen's presentation on the
subject at an eMetrics conference, Katie Paine, of
KDPaine's PR Measurement Blog, decided to make a
list of the basic information you'll need:
* The percentage of increase or decrease in unique
visits
* The 10 most popular pages, and changes from the
previous week
* The number and percentage of sessions that
represent more than five page views
* The percentage of sessions that last more than
five minutes
* The percentage of visitors who return for more
than five sessions
* The percentage of sessions arriving from a Google
search, a direct link at your Web site, or another
site related to your brand
* The percentage of visitors who become subscribers,
download content, or provide an email address
Paine says it isn't hard to find this data. Your
webmaster should be able to compile a report on a
regular basis using tools like Visual Sciences,
Google Analytics and ClickTracks.
The Po!nt: Ask the right questions about your Web
site's traffic, and you'll learn more than the
number of people who visit—you'll gain insight into
how effectively you engage your customers.
Source:
Reprinted from MarketingProfs “Get to the Po!nt”
Dec. 19, 2007 issue. You can reach KDPaine's PR
Measurement Blog at http://marketingprofs.chtah.com/a/tBHaTffAJaJZfBmtEvdBDhJrh1w/news17
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Melissa Data
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