Creating an Engaging Website with High Conversions
The obvious and convenient metric to focus on for website performance is simply traffic, however traffic (e.g. visits, page views, etc.) alone do not really tell the complete story. One of most misunderstood and ignored metrics are the Engagement metrics on Google Analytics, and yet these are perhaps the most important data for your website.
Website Engagement Metrics
- Bounce Rate: Simply put this is the percentage of people that visit your website and leave immediately without visiting any pages or spending any time on the site, e.g. Bounce in and Bounce Out.
- Average Time on Site: This is a great indication of how “engaging” your website content is. If the average time on site is 30 seconds to 1 minute obviously visitor are not finding what they are looking for or the content is not interesting enough to pull them into the website.
- Pages Per Visit: Another great indication of how engaging your website is is Pages Per Visit. If the website has interesting homepage content and an information architecture that is easy to navigate then your website will have multiple pages per visit.
Content and Information Architecture Creates High Engagement Websites
The information architecture and content of your website are the primary factors that determine if your website will have high conversions and high engagement metrics. A high performance website has GREAT content and a simple information architecture with a natural flow and is very easy to navigate.
In developing a Digital Marketing Strategy and SEO strategy engagement and conversion is our highest priority. A website with high volume traffic from an aggressive SEO campaign is money wasted if it is not converted visitors into the desired goal.