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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 4: Measuring Visit Quality

In This Chapter

check.png What makes a good visit

check.png Tracking repeat visitors

check.png Using page views 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 doesn’t include 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 page views per visit

Keep these benchmarks in mind as you look at other statistics

Note that this chapter assumes that 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.

Setting Quality Targets

Take a look at Figure 4-1. How can you tell which referrers are generating good or bad visits? Argh: It’s nothing but a bunch of numbers — but, it’s not as hard to decipher as it might ...

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