E-commerce Insights: Don’t Waffle Around With Your Web Site
6. Active average user session. Most statistical packages don’t have this number, so you have to calculate it on your own. Average user session is the average length of time that people stay on your site. An active average user session is the length of time that people stay on your site in an active capacity. You figure it out by taking the average user session and dividing it by the number of drills.
If people spend 10 minutes on your site and look at 120 pages, that means they’re looking at each page for about five seconds, which is a great indication of a severe navigational problem.
Remember, the more black (read: rules and structure) you have in your Web business, the more black you’ll have on your bottom line. I absolutely guarantee it.
Amy Africa is president of Eight by Eight, a Williston, Vt.-based consulting firm specializing in Web site improvement, traffic building, SEO, analytics and e-mail marketing. You can reach her at email@example.com or (888) 838-1828.