Page Views per Visit

Viewing the pages per visit allows companies to see how long it takes a customer to find what they are looking for. The example below shows the pages per visit on Google Analytics.



As shown in the screengrab above, the company’s branded paid search “generated much higher pages/session ratio (8.88) than paid search (4.61).” (Virgillito, 2016) This information is important for companies looking for improved engagement. Since their paid search did not perform as well as their branded paid search, the company could consider altering their paid search ads to improve them. They could take elements of the branded paid search and incorporate them into their paid search spots.

This information provides insight into what works best for certain companies who are looking to have a higher engagement. Since branded paid searches seem to work well for the company, they could invest more resources into their branded paid searches to further increase engagement.
This number could be bad for companies that are looking to get information to consumers in a more precise manner. Having a customer venture through eight pages before they find what they are looking for might mean that the website is too hard to navigate. Depending on the company’s goal, this number could either be great or be a sign that the website needs to be simplified. It really depends on the goal of each individual company.

This number is dependent on what the business wants out of their website. “Tracking the pages per visit number forces the site manager to think about reasons why the number is high or low and what steps should be taken to improve it.” (Bateman, n.d.)

My company tends to have a low number of pages per session, which is bad for us. The navigation of the website is difficult and makes it hard for anyone to find the information they’re looking for. They usually give up after two or three clicks because it isn’t worth it to keep searching. We often get emails that ask us about events that we’re having because they haven’t been able to find anything about it on our website. I stare at this website every day, so I tend to know that this information is only a few clicks away from the page they entered on. However, the data shows me that this isn’t always the case for our consumers. I am currently working on improving our navigation because of the information that was provided to me.

How to use this data really depends on what the company is looking for when they set up their website. The information provided shows the business the potential problems based on their needs. If the pages per visit are low and the company is looking for engagement, it shows that the content might need to change in order to promote more interaction. If the pages per visit are high but the company is looking for a clean and simple navigation, steps could be taken to minimize the pages per visit in order to get the consumer to the right place in less time.

References

Bateman, S. (n.d.). Pages Per Visit Overlooked and Vitally Important. [online] Promise Media. Available at: https://www.promisemedia.com/content-development/pages-per-visit-overlooked-and-vitally-important [Accessed 22 Jan. 2018].

Virgillito, D. (2016). How to Track User Engagement with Google Analytics. [online] Elegant Themes. Available at: https://www.elegantthemes.com/blog/tips-tricks/how-to-track-user-engagement-with-google-analytics [Accessed 22 Jan. 2018].

Comments

Post a Comment

Popular posts from this blog

Clicky vs Google Analytics: The Great Debate

Image
This assignment was a pretty exciting one for me. I haven’t had to use other analytics tools before, so looking into alternative opportunities that differ from Google was a fun task. While I enjoy Google Analytics, I know that there are plenty of other programs out there that offer in-depth reporting in a more digestible manner. With that being said, I didn’t realize exactly how many options were out there until I started this search. I have heard about a lot of these products before, but I wanted to find something that was new to me. A  lot of the programs I’ve heard of are paid programs, I went to find a free program that could compare to Google Analytics. Since the version of Google Analytics that most people use is completely free, I needed to know if there were comparable options for someone who might be on a tight budget. One website that really stood out to me is Clicky. This company offers a free analytics tool for its consumers, but also has paid versions with upg...
Read more

Social Media Use: When to have Multiple Channels

Social media use is a tricky topic when it comes to businesses. What I would suggest to one company wouldn’t be wise for another. Bigger companies like Coca-Cola and Disney have the manpower and the overall capacity to handle multiple channels at once, while my non-profit can barely manage multiple Facebook pages. The size of the company plays a huge role in whether they can even maintain multiple channels effectively. While we can barely handle our Facebook pages, we do have two Twitter accounts and an Instagram account. These are not being utilized for their full potential, which makes us look bad overall. SIZE OF COMPANY The size of the company is a key factor in determining the company approach when it comes to social media. Being able to reach as many customers as possible means having the manpower to do so. If a company can afford to have a team that is dedicated to managing multiple social media accounts, they should do so. Social media is more than just posting a few t...
Read more

World Wide Walmart: A Look into the Industry Giant

Image
Post Title: World Wide Walmart: A Look into the Industry Giant Post Date: February 19, 2018 Walmart is such a fascinating company for a lot of reasons. They’re known for selling hundreds of products for an affordable price in their stores and online. The company has stepped up their e-commerce game in the past few years, recently adding free two-day shipping without a membership cost. This seems to be a defensive move against Amazon, who offers two-day shipping with their Amazon Prime memberships. (Peterson, 2017) The Analytics Walmart.com brings over 300 million web visitors per month, according to a Similar Web analytics report. 90% of those visits come from the United States. Interestingly enough, the majority of their traffic sources are from searches or directly to the website, with email and social both below 3%. The highest amount of traffic comes from searches, with an overwhelming 80.87% of those being organic searches. This is a big company that...
Read more