Business Intelligence / Tool: The Big Three of Web Site Measurement

Tool: The Big Three of Web Site Measurement

By Baselinemag | Posted 2002-09-30

You've set up software to track your Web site traffic numbers. But which ones does your business need? Suggest these metrics—the most essential figures for commercial Web sites—if no one is giving you guidance.

These top metrics are suggested by the Drilling Down Project, which offers a broader, 22-metric analysis tool via an Excel spreadsheet.

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REJECT RATE This measures the percent of visitors that came to a particular page on your site but failed to browse any further. Usually tracked for entry pages, such as your home page.
	Your site	Example
Targeted Web page		index.html
Measurement period		Oct. '02
Number of visits that consisted of this page only		15,834
Number of visits that began with this page		79,638
	%	19.88%

TAKE RATE How often do visitors accept offers like a newsletter subscription or a download? This number gauges marketing's effectiveness over time and between products.
Description of offering		Newsletter
Number of sign-ups		6,235
Number of total visits during this period		94,328
	%	6.61%

COMMITTED VISITOR SHARE Are visitors passing through, or have they committed to a long visit (in this example, 19 minutes)? Remember, longer might mean "more confusing," unless take rate rises also.
Length of visit		19 minutes
Number of long visits during this period		9,611
Number of total visits during this period		94,328
	%	10.19%