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2  Channel buyer behaviour

Once customers have been attracted to the site we can monitor content accessed, when they 

visit and how long they stay, and whether this interaction with content leads to satisfactory 

marketing outcomes such as new leads or sales. If visitors are incentivised to register on-site 

it is possible to build up profiles of behaviour for different segments. It is also important to 

recognise return visitors for whom cookies or log-in are used.

Key measures are:

Bounce rates for different pages, i.e. proportion of  single-  page visits:

Home page views/all page views, e.g. 

20% 

= (2,358/11,612)

Stickiness

: 

Page views/visitor sessions, e.g. 

6 

= 11,612/2,048

Repeats: Visitor sessions/visitors, e.g. 

2 

= 2,048/970.