Web Analytics: From A to SEO

  As digital marketers, we’re often taught to maximize the time consumers spend on our websites. The thinking behind this is, the more time a consumer spends on the site, the more content they will consume, and the more likely they will complete a conversion. However, no matter how wonderful a website is, at some point, a consumer will want to leave. What markers also need to consider is why consumers are leaving, when in the customer journey are they leaving, and where on the site are consumers leaving.  Enter: the importance of exit page ratios. What is an Exit Page Ratio? Exit page ratios also referred to as exit rates, are defined by Google (n.d.) as the percentage of page views that were the last in a session on a website. In plainer terms, the percentage of people who left a website on a specific page. This can be calculated using the equation below from HotJar (n.d.): Exit page ratios are crucial, in that they help marketers identify which pages most consumers are exit...

The pageview is one of the more basic Google Analytics metrics, and also one of the most hotly contested. While it can be helpful to those sites publishing content, it also has several drawbacks marketers need to keep in mind when analyzing and reporting web metrics.  What is a Pageview? A Pageview is defined by Google (n.d.a.) as “an instance of a page being loaded (or reloaded) in a browser”. Malnik (2020) further explains this by stating, “It’s a fairly generous measurement as if you land on a page, that’s a pageview. If you reload that same page, it counts as another. If you leave the page and come right back, it’s yet another pageview—all from the same page and user”. Google Analytics tracks the total pageviews for a website as well as the number of pageviews for each page on the site. Why are Pageviews an Important Web Metric? Note . Quote sourced from Bonini (2020) Pageviews can help show marketers which content is most important to consumers if going with the assumption t...