Quit Wasting Your Time On Site
Iâ€™ve had a lot of analytics discussions lately, with clients and colleagues, and not only are people still struggling with the terminology theyâ€™re misunderstanding the entire point.
From Online Spin:
The basic gist was this: because marketers were demanding metrics (i.e. impressions, clicks) that did not necessarily equate to value for a marketer, and could be faked or gamed, traditional media metrics were creating a lose-lose-lose eco-system on the Internet for publishers, advertisers and people.
The biggest reason to ignore how long users are spending on your site is because it isnâ€™t important! Walmart isnâ€™t trying to maximize the time you spend in their store, theyâ€™re trying to maximize the money you spend. On your website, you should focus on the conversion goals: filling out the contact form, ordering a product, or whatever your business demands of your website.
So when clients ask about time on site, I ask them why itâ€™s important for users to spend more time on their website. I focus on four areas:
- Number of Visitors The numbers donâ€™t matter nearly as much as the trends.
- Top Content Which pages are getting the most traffic?
- Referring Site Where are people linking in?
- Search keywords What terms are people using to find your site?
Donâ€™t get distracted by all the available information. Focus on the prize.