Getting people to visit a site is immeasurably easier than getting them to do something when they are there. All you need to do to get people to visit your site is to throw money or time at the problem: you could plaster the net with banner adverts, or tell people there are naughty pictures there – or run a compelling social media marketing campaign.
But: once they get to your site everyone asks themselves the same question: what’s here for me? What do I get here?
And the ways to make people leave your site – and never return – are even easier to implement than getting them there in the first place.
- if your site is designed for an internal audience – if you can work out your org-chart from the site then people will just leave.
- if the site does not answer their questions within 4 seconds, they’ll just leave.
- if the site annoys them or irritates them, or if they get distracted or if the site owner fails to put a call to action on the site – or if the call to action is implemented poorly, they’ll just leave.
- it measures what people actually do; not what they think, or say – but what they do.
- it is inherently part of a process and emphasises that a website is never finished, it is always a work in progress.
- it is harder to influence than search engine position or raw number of visitors and is therefore much more honest and truthful as a measurement of success
- it measures outcomes, not inputs
- it measures added value to the site by the online marketer running it
- it is inherently tied into how you make money from the site: no one in their right mind would measure any onsite conversion that converted visitors into people who did not make money for the site – or at the very least moved visitors along the conversion path into people who are closer to making money for the site.