Today Seth Godin writes on his blog about the Driveby culture and the enless search for wow. About the fact we are creating a culture of clickers, stumblers and jaded spectators who decide in the space of a moment whether to watch and participate or not. And whether we should be chasing those people who click and leave.
Not in B2B
Some time ago I wrote about the wow factor (see: The Reaction You Should Always Be Looking For). That your website (or your e-newsletter or whatever you present to your customers) should be something special. Something that grabs their attention. Something that blows them off their feet.
But in B2B (more than in B2C) this should of course only apply to people that have an interest in your products.
People that are randomly surfing the Internet and that end up on your website by accident are of no interest to you at all. So it is no problem if they decide in the split of a second to leave again and click on.
Therefore your website does not need to be 100% wow. It is no problem if people need to invest a little bit of effort to understand the merits of your products or if people need to click once or twice to get the full story.
But of course the essence of your message should be clear right from the start.
Visit Duration and Number of Pages
That is why the success of your website is not measured by the number of visitors only. You should also be measuring the time people spend on your site and the number of pages they are visiting.
If the average time people spend on your website and the number of pages they visit goes up, that is a good sign. The visitors are interested in what you have to offer them and they are prepared to spend some time to understand your message.
If time and number of pages goes down, you have to start worrying. Even if the number of visitors is not changing. Because in that case a lot of your visitors may well be those jaded spectators that Seth Godin is writing about.
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