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.
If 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.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.