Marketing experts are always preaching “Mr. Client, the higher page views and time spent on your site the better!”

  Thumbs Up

 In most instances, they are correct, but like every view in marketing, there is another other side, let me explain!

Low Page Count

It is ok to have low page count if your search engine optimization or paid search efforts are landing visitors on the correct landing page. If someone searches for “Advantage dog flea medicine” you should be directing them straight to the “Advantage dog flea medicine” page not your homepage and not your flea category page. If they land on your home page they have to inflict 2 extra page views. The more clicks a visitor has to perform before they get to the desired page, the more likely it is that they will leave your site.

 Click Through Path

To make sure this does not happen to you, make sure your landing page URLs in your paid search accounts are matched to the best possible landing page for the keyword you are bidding on. Likewise, for your search engine optimization efforts make sure to build out pages for specific keyword groups and then link to them internally and externally with very specific anchor text.

If your site depends on impression-based advertisement, feel free to ignore my advice. If anything, try to break up your news stories into multiple pages and/ or make it hard for a visitor to find what they are looking for by sending them through a clicking maze.

Zero Time On Site

Most likely you have seen this type of report in your Google Analytics account.

Zero Time On Site

Having zero time on site (00:00) does not actually mean that someone came to your site and spent zero time on your site. Since Google Analytics is a JavaScript-based analytics system, JavaScript needs to fire a second time in order to record time on site. Once a visitor visits your site the JavaScript records the visit and the time on site timer starts, but if they fail to visit another page then JavaScript will never run therefore never recording time on site. So, a user that viewed only one page and did not visit another page could have spent 5 minutes on that first page without you even knowing.

Now, determining if zero time on site visitors are still valuable is extremely situational.  

  • If a visitor came to your site on a great landing page & then called your business number, this visitor would be considered valuable.
  • If a visitor came to your site on a great landing page & then filled out your sidebar contact form, but you don’t send them to a thank you page or your thank you page does not have the analytics code then they would still be considered valuable.

As you can see, it can get a bit tricky, but the point I want to stress is that not all zero time on site visits are worthless.

At the end of the day I want you all to remember this next time you are looking at your Google Analytics data; it might not be telling you the whole story. Spend some time and do a thorough analysis or have us do it for you!

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