Marketing Profs

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: KDPaine's PR Measurement Blog. You can read the entire blog and ensuing comments.

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