Content Engagement Trends for B2B and SMB Websites

As an online marketer it’s important to keep on top of key metrics and trends. Unfortunately, it can be difficult to find the numbers that are simple, insightful, and actionable. Optify’s application has always helped deliver data to help you understand your marketing performance on your website and beyond. Today, we’re going to take some of our insights to the blog.

How engaged are your website visitors?

Measuring engagement on your website is a great starting point for understanding if your marketing efforts are paying off. When a visitor comes to your website, how long do they stay and what do they do? The most simple way to measure content engagement on your website is to look at pageviews per visit. The more pageviews per visit, the more a visitor is engaged. Whether you’re driving visitors to your website, reducing bounce rates, developing smart content, or optimizing navigation, all of your efforts have the goal of building interest in your product, generating leads, and driving sales. More pageviews per visit indicate you’re focused and doing well.

What’s a good pageview per visit value for a B2B or SMB website?

With Optify’s focus on agencies, b2b and smb companies, we have the unique ability to give you meaningful metrics. Looking across our customer’s websites, here are the trends we’re seeing for pageviews per visit:

The pageviews per visit trend for all website and the subset of websites tracking leads.

The average Optify tracked website currently gets about 2.2 pageviews per visit. The trend has been slightly down during the year. Possible reasons include the shift to mobile and great social media referred traffic (more on that in a moment). It’s also interesting that we’re seeing higher website engagement for our websites which are tracking leads. This can be attributed to the fact that businesses focused on generating and tracking leads are likely focused on all online marketing efforts for their website.

How do pageviews per visit vary by traffic source?

Pageviews per visit by traffic source for Optify customers

Email and organic sources lead the way for website engagement at around 3 pageviews per visit. At the other end of the spectrum, paid search and social media are closer to 2 pageviews per visit. Paid search is probably ok being low because most PPC efforts focus on a single landing page form.

What can you do to increase pageviews per visit?

• Drive focused traffic to your website – Focus your content keywords on a few relevant terms which help people find and understand your business.
• Keep content organized and easy to find across your website – Your home page should be your top priority. Have a good clean navigation across your website.
• Utilize email marketing – Optify now offers a simple and powerful email marketing service to help drive engaged visitors to your website.
• Generate and track leads with Optify – Leverage Optify’s landing pages and forms to generate content and track your leads.

How does your current website stack up against the 2 to 3 pageviews per visit for the average Optify customer?