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: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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