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The Single Most Important Website Metric

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Howard Marsh
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Image credit: Illustration by Romulaldo Faura

Since Google Analytics was made available for free in 2005, marketers, media experts and everyone in between has struggled to make sense of the various metrics it records--page views, visitors, uniques.

Meanwhile, many business owners have ignored this data entirely, focusing only on the number of sales or leads a site generates.

After all, if a website doesn't generate revenue or collect prospects' contact information, then something must be wrong.

According to Jakob Nielsen, co-founder and principal of Nielsen Norman Group, a Fremont, Calif., firm that conducts evidence-based online user research, neither the marketers nor the business owners are entirely right.

This counts what percentage of visitors responded to calls to action on your site, such as clicking on an article, scheduling an appointment or buying a product.

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Howard Marsh
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