Measuring Landing Page Stickiness in Omniture SiteCatalyst
Getting prospective customers compelled to interact with your external or internal marketing pieces is a challenge in and amongst itself. Making sure you have a message that resonates with the target audience and an offer that entices them is only half of the battle.The landing page that they arrive on (i.e. the page that re-enforces the offer that drove them) must itself be “sticky” and keep them within your site with a clear call to action. But how do you measure this stickiness on your landing pages?Well, within Omniture that is an easy process. All you need to do is create a calculated metric called bounce rate. Below is the formula for calculating bounce rate:
Bounce Rate = single access visits / entries
With this new calculated metric, not only can you see what the rate at which people exit your landing pages, you can also see this for any and every page captured.
Written by:
Dorian D. Regester
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