Amount of visits (or sessions) per day
Amount of new visitors. These first-time visitors work as samples for the engagement metrics at top of the conversion funnel.
Visits by return visitors
The total amount of visits by returning visitors.
Total visit count
The total number of visits.
For new visitors (first visit)
Three second (3s) stay rate
The percentage of the new visitors who stayed on the landing page for 3 seconds or more. If people drop at this point, the problem is likely the following:
Slow load time 53% of people are gone if a mobile site takes longer than 3 seconds to load. *
Layout problem Page layout is complex, and the content is hard to access or covered behind an overlay.
Auto-play problem A video or audio with sounds starts playing automatically.
Seven second (7s) stay rate
The ratio of first-time visitors who stayed seven seconds or more. This metric can be referred to as problem awarenessbecause seven seconds is enough time for the person to figure out the problem the product aims to solve.
If people drop at this point, the problem is likely the following:
- Wrong market the problem is not relevant for the visitor
- Non-problem the problem is not worth solving at all
Issues at this stage are easiest to fix because the first impressions are 94% related to design
Fifteen second (15s) stay rate
The percentage of visitors who paid attention to the content for 15 seconds or more. This metric can be referred to as solution awarenessbecause 15 seconds is enough for the person to figure out how the product solves the problem.
If the majority of the people drop at this point, the problem is likely the following:
- Bad intro — people don't understand the solution
- Bad execution — people don't trust you
If 55% of your visitors pass this phase, you are already better than most websites, because what you think you know about the web is wrong
Percentage of visitors who continued to the next page from the landing page. This is the inverse of the bounce rate, but with a positive meaning. Generally speaking, all metrics should be positive and something you want to increase.
The number of pages visited on the first visit. Bigger numbers are better. Volument does not count hidden or unvisited browser tabs.
The number of viewports visited on the first visit. The bigger the number the more interesting your content is.
Total time engaged
The amount of time the person actively spends time with the content on their first visit. The bigger the number the more interesting your content is. Other popular terms for this metric are “total time reading” (for Medium.com), “attention time,“ or “dwell time.“
1min engaged rate
This is the percentage of new visitors who paid attention to the content for one minute or more. These visitors are interested in the product. Here strangers turn into “suspects”.
3min engaged rate
The percentage of new visitors who paid attention to the content was three minutes or more. These visitors are definitely interested and very likely to come back for more soon. Here strangers turn into “prospects”.
Return visitor conversion rate
The percentage of new visitors who came back after the first visit. The person is converted from visitor to an opportunitybecause return visitors are much more likely to take action.
Repeat visitor conversion rate
The percentage of return visitors who came back again. The person is converted to a “repeat visitor” and is very likely to come back, again and again, take action.
Took action rate
Percentage of visitors who took action and gave their email address. Once completed the person was converted to a member, lead, user, or customer. This metric is the cumulative rate of all the various conversion types.
Member conversion rate
The percentage of visitors who joined your mailing list by handing their email address.
Lead conversion rate
The percentage of visitors who contacted sales and provided their contact information.
User conversion rate
The percentage of visitors who started using your product.
Promoter conversion rate
The percentage of visitors who invited their friends and other associates to your product.
Customer conversion rate
The percentage of visitors who handed their credit card information.
How do people come back after the first visit. Retention is the king of all metrics because as you increase retention you also increase acquisition, monetization, and virality.
You increase retention by focusing on the first-time user experience. The stronger the initial WOW- moment, the more likely the person is to come back.