- Sessions = The number of visits to the site
- Users = The number of visitors to the site
Goal: The goal is to show steady improvement over time.
Site traffic is a basic measurement of a site’s reach and growth and can be studied over time as a general way of determining the effectiveness of marketing efforts. It shows an overall snapshot of the website’s performance. Since 2010, hrl.uncg.edu has seen an upward trend in the number of users, as well as the number of sessions on the site as follows:
(Note: 2015 data represents partial information due to a change in analytic data collection methods. A predicted measurement is shown.)
The percentage of people who leave the site without looking at any other pages
Goal: Achieve a low bounce rate.
Pages Per Session
How many web pages users view upon each visit to the site
Goal: The unofficial industry standard is 2 pages per session.
*Variability in this area may be a function of site redesign. Content was redesigned to maximize efficiency in finding content. In other words, users don’t have to search through as many pages to find the information they seek.
Average Session Duration
Average Session Duration = the average amount of time users stay on the site
Goal: For a good average session duration, the industry standard is 2 – 3 minutes.
*Variability in this area may be a function of site redesign. Content was redesigned to maximize efficiency in finding sought content. In other words, it may take users much less time to find the information they seek.
*Redesign and Site Consolidation Dates:
|Date||# Web Pages||Notes|
|Jun. 2010||502||Very limited content, poor functionality|
|Jan. 2011||3,400||All content gathered, generated, and presented|
|Dec. 2014||219||Switched to WordPress, content consolidated/functionality improved with plug-ins|
|Sept. 2016||140||New Responsive design. Further consolidation for mobile devices|
|2017-18||177||Page totals remain fairly consistent and unaltered|
Summary of Findings
Since 2010, goals for the HRL website have been met consistently.
- Site traffic shows steady improvement over time.
- There has been an upward trend in the number of users, as well as the number of sessions on the site.
- Bounce rates have seen an almost steady decline, indicating that users are checking out multiple areas of the site each time they visit.
- The number of pages per session have consistently doubled industry standards.
- The website remains solidly within the industry standard with regard to the amount of time users stay on the site.
Twitter impressions refer to the actual interaction or engagement generated once a tweet has been posted to various Twitter streams – the interaction or replies from others online. This chart compares the HRL Twitter impressions from 2016 to 2018. Twitter was used more aggressively to promote information beginning January 2017, based on the decreased interest in Facebook.
Engagements are the total number of times a user interacted with an HRL Tweet. (Clicks anywhere on the Tweet, including Retweets, replies, follows, likes, links, cards, hash tags, embedded media, user name, profile photo, or Tweet expansion.) Engagement rates represent the number of engagements divided by the number of Twitter impressions.
URL clicks refer to the number of times users click on a URL (web address) in a Tweet that links to our HRL website content. This chart shows URL clicks from 2016 – 2018.