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Tool: The Big Three of Web Site Measurement

By Baselinemag  |  Posted 2002-09-30 Print this article Print
 
 
 
 
 

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.
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%





 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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