Average time on site

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Another important metric that can give you an indication of the level of user engagement and loyalty , and the quality of the content or information that we present on the different pages of a site.

In this case, it is clearly ideal for the number to be as high as possible, depending on the sector in which we operate or the type of content we present. It may sound like a broken record, but all the advice and information you read on this blog and any other should be extrapolated to your specific case , since each one can be very different.

If we have a site for streaming feature films, it is new zealand business fax list clear that the average time spent on the site is going to skyrocket. That is why we need to modify the levels of analysis and the sampling averages so as not to lie to ourselves.

Be careful, there is a catch here too. Sometimes, on certain pages, an increase in the average time spent on the site may not be so auspicious. If we have an e-commerce site and the user has reached the last instance where they have to make the transaction, perhaps the fact that their stay there is too long is not a good sign. That is why it is essential that we analyze and define what the main objective of each section of our site is.


 

 
Pages/Visit



 

This metric will give us an estimated average of the number of pages a visitor views each time they enter the site. Ideally this number should be high, as it would theoretically mean that the level of interest is higher and that the information presented on the site is relevant. But, as with everything in life, there are factors to read between the lines here as well.

If our site is based on an established conversion funnel at the end of which customers have to make a purchase, perhaps optimizing that funnel would mean that users have to follow fewer steps to get to it, ergo, that they navigate fewer pages, ergo, increasing conversions .

In any case, and despite this, I am of the opinion that it is always good for visitors to browse as many pages as possible. Again: on-site remarketing . If the site is well designed and has adequate usability, it is always possible to increase conversions or diversify them.

 
% of New Visits



 

This metric allows us to know what percentage of traffic is new and, in contrast, what percentage is recurring. Ideally, we should balance these numbers depending on what our objectives are, what our total number of visits is, and what area we are immersed in.

It's always good to have new visitors, because it can give you an indication of how to generate leads and expand your business. But it's also important to establish a loyal audience that will return, and relate more personally to your brand on a specific, rather than generic, level.

In that sense, and despite the fact that Google broke our hearts by removing keywords from our organic traffic data, we can still get an idea of ​​the number of people who search for us directly by the name of the brand or product in Webmaster Tools .

 

No more tricks and distractions, we are no longer ninjas
To return to the foundations with which I began this article and give it that notion of circularity that suits texts in general so well, allow me to establish a personal point regarding the excessive relevance that is usually given to the quality of visits,   volume of visits and what this can lead to.

Scams and slight oversights, slightly distorting reality and speculating with misleading titles and promotions can get us a basket full of worthless visits that will probably never allow us to achieve the desired objectives, unless the desired objective is to increase traffic for the sake of increasing traffic (in which case I would tell them to abandon ship or take a good look at their life). Yes, the act is nice and it is also nice to present it to a client, but, at the end of the day, it is a user who will probably never come back and, what is worse, will speak ill of the company, which means that the quality of the visits is always above the number.




 Achieving a balance between all these parameters and getting quality visits is a recipe that, from my perspective, requires equal amounts of skill, knowledge, analysis, implementation and transparency.

What do you think about this? Do you agree with this concept or do you think that the quality of visits is still the most important factor among a site's statistics? Leave your comments , as always, the conversation is what counts.