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Real estate rules of engagement

How to improve your Web marketing

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Last week I wrote about how to take action based on data from one of the Web metrics that causes the most anxiety: bounce rate. But what about the visitors who survive the dreaded bounce and stay on your site? The next step in the online consumer lifecycle is engagement. They've found your site; they came and didn't run away (aka bounce); and now they're probably going to do something. Most likely they're going to look at different pages, play with some of the interactive features on your site, and if everything is lining up they might contact you via a form or just plain call you. All the things that happen between when the visitor decides to stay on your site and when they contact you are referred to as engagement metrics. These metrics, like page views and time on site, can easily fall into the trap of being a vanity metric: something you worry about but don't do anything about. Let's take a look at a couple of them and use them to make your Web marketing better. Page...