How Sticky Is Your Website?October 29, 2008
Written by Meredith Oliver
How Sticky Is Your Website?
I’ve learned a lot about stickiness since Brady was born. I thought I knew sticky before, but I had no idea! Brady’s formula is very sticky. By the end of most days, I am covered in formula from head to toe…and the smell is so special! I’ve also learned that increased stickiness also leads to increased laundry. Hence the new washer and dryer…
While stickiness on your clothes is a bad thing, a sticky website is actually a good thing. Wikipedia defines sticky content as “content published on a website, which has the purpose of getting a user to return to that particular website or hold their attention and get them to spend longer periods of time at that.” A sticky website is one that has sticky content.
How do you know if your website is sticky? Check your website’s analytics reports. The key metrics that indicate stickiness are:
- Amount of time spent per visit
- Number of pages viewed per visit
- Percentage of repeat visitors
If you are using Google Analytics these statistics are displayed on the main dashboard. Of course these numbers will vary depending on the size of your website. The more pages and deeper the content the longer visitors will be on the website and the more pages they will view. That doesn’t necessarily mean you need to have a large website with lots of pages, just understand that your statistics will correlate to the size of the website. So, depending on the size of your website you should fall between two to five plus minutes per visit and expect that visitors will view approximately one page per minute.
How do you make your website stickier?
- Add interactive elements like blogs, forums, games, polls, weather and/or news
- Invite visitors to bookmark your page for future visits
- Invite visitors to forward a page to a friend
- Refresh content on the site regularly
- Use the site to announce all discounts and incentives
- Invite visitors to register for a My Favorites shopping cart
- Add educational content to your website
- Update your online news and press releases often
- Add videos, audio and virtual tours to the website
- Use information email campaigns to drive traffic back to the website
I hope this gives you ideas on how to make your website sticky. Please note throughout the article I’ve been saying sticky and not stinky. You don’t want a stinky website. Your website is your first impression with 87% of shoppers and it needs to be WOW. So remember this, sticky website good, stinky website bad. The crazy thing is that with babies’ sticky and stinky often go hand in hand!
Visit Meredith Communications web site for more information on Web Site Development.