Engagement and Persuasiveness Dominate Online Metrics
I was reading through some old articles the other day, and came
across 'Death of the Web Page' by Bryan Eisenberg, The ClickZ Network,October
It was rather interesting to read something written about the expected
eclipse of the web page by a morphorous, community driven online
presence. And that opinion was even shared by a 12 year old!!
Looking back - have Web 2.0 technologies and persuasive scenarios
killed the web page as predicted?
Online businesses and marketers vary in opinion it seems, and this
is probably why there is also such diversity in how to measure online
activity going into 2008.
The metrics of 'page views' and 'unique visitors' are being replaced
by 'engagement' and 'absolute unique visitors'.
So what better ways are there to model and measure visitor engagement?
And is the webpage really dead?
I don't think so - but there are definite factions of online users,
each faction defining an online experience or presence in different
- Information seekers - find what they need on
- Social seeking individuals - find their experience
in social networking sites
- Egotists - are the heavy users and content
providers in media sharing sites
- Purchasers - use them all! - Information sites
to find information and reviews on products, social networking
sites to find more opinions and ecommerce sites to transact their
Many internet marketers today are attempting to integrate all four
elements into a single site, sometimes a single view. Is this making
it a confusing experience for the page visitor, and even more difficult
to measure an online experience.
One thing is for sure, the value of online traffic is being relegated
to a lower spot in the metrics hierarchy than online experience.
Online technologies and strategies to 'persuade' rather than inform
the visitor are becoming more pervasive as internet marketers are
becoming more savvy - just in time to serve their very savvy audience.
Slick Web 2.0 sites are only one part of the visitor experience.
And smart website owners are learning how to best organize that
experience in a way that makes it more compelling for the visitor
and easier to measure.
Those that fail to understand this subtle shift in online presence
will reminisce their missed opportunities from the sidelines by
2010 - if not sooner.
We now have the technology to create superior customer experiences
and get more efficient and accountable about customer acquisition
and retention. So don't lose ground strategizing only on how to
get more traffic - instead, focus on relevancy, persuasiveness,
January 11 2008