Business Intelligence

The ROI Myth - Measuring What Actually Matters Online

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Executive Summary

Often one looks at the amount of time that someone spends on the site or any given page and congratulate ourselves for a higher number. The problem is that sometimes if your time spent on your homepage is higher, it actually means that the page is completely unusable and people have to spend too long trying to figure out where to go next. Instead of time spent, try looking at the number of pages that an average visitor to your site visits. The more pages they visit, the deeper their level of engagement. And if they just visit the homepage and stay for three minutes before leaving, it means they visited the site, couldn't find anything, and left.

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