Apr 07, 2022
In Welcome to the Arts Forum
When it comes to evaluating the performance of a professional services firm's website, most people tend to focus the majority of their attention on a single metric: overall traffic or the Latest Mailing Database number of visits to a website. But when you focus only on the number of visits, you don't learn how someone finds your site. More importantly, you don't learn what they are doing once there. I recommend keeping track of six metrics that together begin to paint a better picture for those evaluating their overall B2B website performance.1) Pages per session Pages per session, or average page depth, is the average number of page views during a session. Why is this metric important? Most visitors will come to your site through your homepage. Unfortunately, some of the most important information you want to present is on your service or industry pages. This forces the Latest Mailing Database visitor to take an extra step. Download the Lead Generator Website Guide If they do take the next step, they'll see at least two pageviews in that session. Therefore, B2B companies should aim for at least 2.00 in this particular metric. Anything over 2.00 means that, on average, visitors view at least two pages when they visit your site. In Google Analytics, the pages/session graph looks like this: Pages by session reference How can you improve your page-to-session ratio? Make sure your website has easy-to-understand navigation elements. And less is almost always more when it comes to the options presented to visitors on your site. By the time they land on your homepage, they should be able to easily identify where they want to go. For example, an executive search firm's website attracts both candidates and employers looking for talent. Both audiences are critical to business success, but each should be able to Latest Mailing Database quickly identify where to go once they land on the homepage.2) Average duration of sessions The average session duration is the average duration of a session. Why is this metric important? Think about the last time you browsed websites and how quickly you moved from one site to another. The more time a visitor spends in a session, the more engaged they are as a potential lead.B2B companies should aim for an average session duration of at least two minutes (2:00) . In most cases, someone who spends more than two minutes on your site is engaged and has found something relevant to what they were looking for.