In This Chapter
What makes a good visit
Tracking repeat visitors
Using pageviews and time on site
Measuring visit quality involves tracking what's typical for your site and using what you know to set benchmarks. You might notice that I mention nothing about absolute measures of quality visits.
Measuring visit quality is not a science. What you find in this chapter is simply a process for setting some benchmarks that you can try to improve upon. Your mission, should you choose to accept it, is to
Build traffic, but not at the expense of these benchmarks.
Increase time on site and pageviews per visit.
Keep these benchmarks in mind as you look at other statistics.
Note that this chapter assumes you're familiar with the basic measures discussed in Chapters 2 and 3 of this minibook. If you're looking for information on tracking some form of conversion like a sale or a lead, you won't find that here; flip to Chapter 5 in this minibook, instead.
Take a look at Figure 4-1. How can you tell which referrers are generating good or bad visits? Argh: It's nothing a bunch of numbers — but, it's not as hard to decipher as it might look.
To make these numbers mean something, you have to set parameters for good and bad. If you're looking for hard-and-fast ways to do this, I'll warn you now that you're in the wrong place. Because every Web site is different, every business has a different profile of a "quality" visit.
You need to set target numbers ...