Editorial Note: Not to slight Esther, in any way, but Google has made no such “Official Announcement,” as my previous posts shows. It’s always important to verify the origins of G-Myths, as so many of them go flying around at the slightest movement of Google.
Aside from that, Esther does point out some very important metrics to consider:
1) ROI (Return On Investment)
*Google Analytics will track ROI to a certain degree. Lead generation or sign-up counts and any other activity that is not monetarily tracked will have to be assigned a dollar value, which can skew actual numbers
2) Unique Visitors
*Any adequate site analytics package should track this metric.
3) Leads (See #1: ROI)
* Be sure that you’ve established a methodology to track the conversion to a sale, otherwise you won’t really know what kind of effect your online activity is really having on your overall revenue.
5) Time on Page
* Do you have a directory page? Page times for that should be relatively lower than other pages in your site.
* Do you have a search results page? Page times for that should be a bit above your site’s average.
6) Call to action
*Be sure that your call to action is relevant and unobtrusive. Multiple links to a sign-up/sale/registration page should be attributed ‘nofollow’ to preserve your internal pages’ link juice.
7) Bounce Rate
* See above comments