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When numbers lie: The hidden danger of growing web site traffic

by Claudie Clot, CEO of advancis.com

If you are like most companies, you have been quite pleased with the steady increase of traffic your site has received over the past months. After all, your marketing efforts have intensified and your staff's expertise has deepened to the point that your web site is now consistently generating better results.

But is it really the case? Very often behind those glorifying web site statistics hides a problem that can give companies a false sense of achievement. The number of page views is growing as is the number of user sessions. Plus, visitors keep coming back. Yet, the web site produces no significant results. At least, nothing of the magnitude other Web companies seem to enjoy.

The problem: single page access -- visitors who come to your web site and leave as soon as they reach the first page. A very serious problem indeed when one realizes that these visitors can account for a large percentage of the site's traffic. The danger lies in the fact that the problem can easily go unnoticed. Attract enough visitors to your site, and your general web site statistics, especially page views and user sessions, will be quite impressive. The numbers tell you one thing, however reality shows a very different picture. At the end of the day, you may never realize that the traffic and ultimately your efforts have little chance of contributing to the company's bottom line.

The good news: the problem can easily be solved. In fact, knowing that the problem exists and understanding why visitors leave so quickly represents half the solution. Completely resolving the issue at hand, however, entails sharpening the way you reach and communicate with your prospects on the Web. As you will see, the site itself is not always the problem.

Identifying the problem
Understanding why visitors leave your site upon reaching it
Useful tools


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