Entrance Page KPI - Ratio of Top Entrances on Site & Percent of Page Sessions Entries

DEFINITION:

Entrance page ratios are used to gage and quickly identify the location on your site where most of your visitors enter. Use this metric to identify the places on your website other than the homepage where visitors enter.

VARIABLES:

m=KPI

x=number of entries to that page

y=total number of sessions

FORMULAS:

m=(x/y)(100)

m=% OF PAGE SESSION ENTRIES

NOTES & USES:

• Can the pages through which the majority of traffic is entering the site.
  
• For a landing page identify the search engine terms that match the page goals and purpose - to maximize conversions and navigation.
  
• For index page or homepage identify referral vs. direct load traffic and investigate how search fits into established traffic sources.
  
• Due to search engine referrals every page is now a homepage or entry point into the site - look at the top 10 entry pages and match up the source of traffic to the goal of the page - in order to identify the effectiveness of the page at appropriately matching content to traffic source.
  
• For sites that are a continuation of off-line business and are the equivalent of an on-line business card the index or Homepage will have the highest percentage of site entries.
  
• Match up your PPC or Paid Search landing pages in terms of site entries against other entry pages - compare the volume and ratio of site entries from PPC to these targeted landing pages in relation to other non-targeted pages on your site and their percentage of site entries.
  
• If the pages with the highest percentage of site entries are geared toward SEO or Natural Search traffic - then identify that those pages appropriately match up the page content to the search terms leading the inflow of traffic to those pages.
  
• Page entry should be proportional to campaign spend and goals in terms of overall traffic - compare site entry and traffic to various targeted landing pages by campaign type and source.

EXAMPLES:

Your "About Us" page has 23,141 entries. The site overall had 78,734 visitor sessions.

m=KPI

x=23,141

y=78,734

m=% of SESSION PAGE ENTRIES

m=(23,141 / 78,734)(100)

m=29%

CONCLUSION:

The "About Us" page accounted for 29% of all site entries. Investigate further and review the consistency of that 29% of traffic. You might find that the majority of that traffic is coming from Search Engines. Digging further you realize that of that Search Engine traffic the vast majority is from Keyword combinations that revolve around your company name - this indicates some real world event (off-line or on-line) that increased the demand of searches or an awareness increase on your company name.

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