Web Development

Nielsen revisits Web visit value, find longer visits worth more


The Associated Press reports Nielsen, the doyen multi-media ratings service, will revise how Web ratings rank and factor for Web site visit time, on Tuesday.

AJAX and other Web 2.0 tech changed the game, it seems, so Nielsen will give more weight to Web sites that capture eyeballs for more time and make brief page views worth less. Sites quickly visited (e.g., Google's search results) will be worth less, and sites viewers dwell on (YouTube?) will be worth more.

Computerworld's story put it this way:

Scott Ross, director of product marketing at Nielsen/NetRatings, said the change was prompted by a continuing increase in the use of AJAX, or Asynchronous JavaScript and XML, which allows a Web site to refresh content without reloading an entire page, and to the growing use of audio and video streaming.

"It is not that page views are irrelevant now, but they are a less accurate gauge of total site traffic and engagement," Ross said. "Total minutes is the most accurate gauge to compare between two sites."{snip}

The Webmaster who finds ways to keep eyeballs glued to their pages for longer will win under these new rules. How do we do that without resorting to, say, Stupid Human Tricks or Websites Gone Wild? Maybe less hucksterism, and more news we can use? Join the discussion.

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10 comments
deepsand
deepsand

1) Nielsen has no way of measuring "eyeball time" for any sites other than its own. 2) How Nielsen chooses to evaluate its sites are of no import to others. Isn't this then a non-issue?

dmgroves
dmgroves

RUBBISH. How does anyone know you're not just answering the door, going to the bathroom or making a sandwich?

LocoLobo
LocoLobo

But if I'm plumbersRus.com then do I care about Nielsens? In that case brentwood makes a lot more sense. You want to make it easy for people to find what they want. You also want them to find it easy to place orders.

Locrian_Lyric
Locrian_Lyric

How would one know if a user was 'parked' on a site or actively viewing it? I don't shut down my explorer when I'm not actively viewing it. I just open another window and do whatever until I come back to it.

meryllogue
meryllogue

I can't wait to see some replies. This interests me greatly. Thanks!

K7AAY
K7AAY

How do we make eyeballs stick to our websites longer, to increase their value under this new yardstick for web page value?

Locrian_Lyric
Locrian_Lyric

Make your website painfully slow to load, make sure all the ads come up first and that any useful information and links are the absolute last thing to load. Also, put useful information on random parts of the pages to prolong the experience.

fbrentwood
fbrentwood

I personally bave been designing sites that are functional, easy to use and uncluttered. This leads to fast loading time and less browsing time. My sites typicalled aren't the most aesthetically pleasing (not ugly) but people can navagate them quickly, complete what they need and get back to other things. When I surf I don't want the extra fluffy. I want to get what I want done and move on. I'm not saying make plane jane sites but I see problems arising from this. For Instance long flash or video intros, clutter to make things harder to find, extra pages of useless information. Time is money and I see this being abused as much as the current method. Though I will admit i prefer the new method. Legitimate websites should benefit from this more. Having just spent an hour on amazon and techrepublic.

greghollander
greghollander

this is such a basic marketing question, which never resluts in a basic resolution. But it really comes down to understanding what your client base's primary interests are and ensuring that those interests are served through your website. Whether that means fancy and clever gimmicks or solid and practical services and solutions.

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