Last Monday, we came across an interesting little blurb in Harvey Schachter’s “Monday Morning Manager” section in The Globe and Mail. Under the section entitled ‘Power Points’, Schacter quotes Jakob Nielsen:
“We need a new metric: Businesses need to stop using “unique visitors” as a metric for their websites, as many people drawn to sites these days have come by clicking a link on another site or a search engine and quickly leave. Site tourists who leave a site immediately ratchet up the unique visitor count but don’t contribute long-term value.”
True…unless of course, you’re looking for ad sponsorship — in which case, eyeballs count. Nonetheless, we found Nielsen’s point well made: we often tell our clients they have all the wrong metrics in place.
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