VijayWeb.com

Committed Visits -  Every visit to the website has an exit, but every visit to a web page may not have an exit.  A visit to a web page is calculated a count of “1″ everytime a visitor visited the website and stayed on the site for a defined amount of time and never visited again before the session-cookie is expired in the visitor’s browser.

Looking at Visits alone can not give the right perception of the metrics data, especially when you are looking at Campaign Reports and making analysis of it, it can give a wrong perception of the data.

People visit the website for many reasons which also include people visiting websites mistakenly,  people visiting website that is irrelevant to them.  Though it is important to measure the bounce rate on the landing page, it is also important to measure the qualified traffic that is entering into the website and measuring various success metrics in using them in place of actual visits.

For example, a holiday campaign for Widgets.com -  Conversion Rate is 1.5% and Landing Page Abandonment Rate is 70%.  Conversion rate is generally calculated between Visits and total orders from the website. To get a better idea on the website performance – It is highly recommended to consider the committed visits and calculate Conversion rate for them in other words, Calculate the success metrics using committed visits. That way we will be able to measure the performance of the web site since we are removing untargetted from the analysis for web site performance.

Calculating Committed visits is as simple as subtracting Singe Page Visits from Total Visits.

Time2Click – Time2Click is the metric that tells the average amount of time that was taken in order to click a link on a web page.  This metric helps web masters and marketers on how much time at an average, visitors are taking for making a decision to click a link or button on the web page.  This metric is simple to calculate and great use to optimize the call-to-action buttons, positioning, anchor text in the links and much more without using any other expensive Split-Testing or multivariate testing tools.

Time2Click metric is similar to the metric “Average Time Spent”, however, “Average Time Spent” will only tell us on how much time at an overall, an average visitor spent on any given web page in the website.  Average Time Spent gives the perception on how effective the web site content/design and/or any problematic areas.  But, Time2Click metric gives the perception on how effectively the other web pages referring the given web page and the effectiveness of the content that is recommending the users to click on the call-to-action buttons or links.

Average Time Spent metric is available in almost all vendors and even the standard log analyser tools.  However, Time2Click metric can be calculated by taking the average time spent on the referring pages or previous pages in simple words this is the average time spent on the previous page.

Time2Reach is the metric that tells about the total time that was taken to reach the given web page.  This metric helps the web masters and marketers to find out amout of time that is taking to reach a specific web page or a conversion point.

Calculating this metric is quite simple and easy – Summing up time-spent on all previous pages for a session to the given page.

Similarly we could report metrics like Time2Convert, Visits2Convert etc., (pls. note that always try to remove outliers as much as you could like I briefed in Committed Visits).

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