The One Metric That May Surprise You

May 15, 2013 / Internet / 0 Comments /

It’s not total visits. It’s not bounce rate. It’s also not time on site. If you only pay attention to one metric on your website, outside of conversions, you will know how many pages are viewed per visit. This single metric can speak volumes about your website and marketing.

PageViewsIf your visitors view more than one page, your bounce rate will decline and the time on the site will increase. These are all directly tied to each other because Google Analytics uses timestamps (or clicks) to track visits. Every timestamp adds the time since the last timestamp. Hence creating action and moving people through the site will add more “quality” to the visit. Here are a few things this metric can teach you:

  • The effectiveness of your landing page
  • The effectiveness of your pricing
  • The quality of the traffic
  • The quality of the source/creative
  • Most importantly, if you have an established conversion funnel

While increasing this metric is simple in theory, in practice it can take a lot of time, research, planning, testing and patience. The rewards will not only be a site with improved stats, but you will also have more information to analyze so you can further adjust and tweak your site for future success!

This is part of an ongoing series of insights by Gayle Rogers, Digital Director at Strong, about refining the Internet strategy at your dealership.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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