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Terry Howard Orlando, Florida |
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Measuring a Site's Performance in Terms of Visitor Actions |
Posted by Terry Howard @ 2/22/2006 
Each time an individual visits your organization's Web site, information about their visit can be saved. This information can be used to generate "Web statistics" that characterize your site's overall use.
Web statistics are a useful tool for measuring site use. For example, using Web statistics, you can calculate a number of useful marketing-relevant indicators:
Penetration = [unique visitors to home page] / [unique visitors]
Penetration reflects the percentage of site visitors that go beyond your organization's home page. It's not uncommon for Web sites to lose 50% or more of its visitors before the home page finishes loading. A home page that has 5,000 visitors a month with a penetration of less than 50% may be less effective than a site with 4,000 visitors with higher penetration.
Conversion = [unique visitors taking desired action] / [unique visitors]
Conversion reflects the percentage of site visitors that take a desired action. You can measure the conversion for several actions simultaneously. For example, the percentage of site visitors that purchase online; and the percentage site visitors that subscribe to your organization's electronic newsletter.
Connection = [Referral click-thrus] / [desired pageviews]
Connection refers to the number of site visitors to your site from an external location, such as another Web site or banner advertisement, that view desired content. Online promotions with a high connection rate are more effective.
Migration = [visits to content area]/ [site exits from the content area]
Migration refers to the number of site visitors that leave your site from a specific content area. Content areas with the highest migration are typically less effective than areas with lower migration.
Clicks to Action = [Average number of clicks from home page to desired action]
CTA reflects the number of clicks it takes from the Home Page to reach a desired action. For example, reducing the CTA to complete an order should result in a measurable increase of customer conversion for online orders.
Intro Skip Factor = [number of visitors to Intro page]/ [visitors that bypass Intro]
This indicator reflects the number of visitors that view your site's intro page, if applicable. If a large percentage of site visitors bypass the intro, it can indicate an ineffective intro, or a high percentage of return visitors. Related Link