Visual guidance of user access paths affects comprehensive store indicators such as store click-through rate and conversion rate. Common process evaluation indicators in vision include page dwell time, average visit depth and bounce rate.
1. Page dwell time
Page dwell time refers to the length of time a user stays on a store page or product detail page. Generally speaking, stores attract potential users through word of mouth or marketing, and visual marketing may affect the probability of a visitor’s second visit. Customers who stay on a page for a long time can be interpreted as being interested in the content of the page, which should include visual contributions. However, the longer the page dwell time is, the better. For example, a single page dwell time is long, but users no longer visit again, which is not what we expect. Under normal circumstances, it is ideal for the page dwell time to be 30% to 50% higher than the industry average.
2. Bounce rate
The proportion of the number of times a user leaves after visiting only one page of the page/store/website to the total number of store visits. For example, the calculation formula for the homepage bounce rate is as follows:
Homepage bounce rate = number of visits to this page only / total number of visits to this page x 100%
Example: The total number of visits to a store’s homepage yesterday was 1,000, and only 400 people visited the homepage. Then the homepage bounce rate of the store yesterday was: The homepage bounce rate of a store yesterday = number of visits to the store’s homepage only / total number of visits to the store’s homepage x 100% = 400/1,000×100% = 40%.
There are two points to note. First, the bounce rate is always meaningful within a certain period of time. This period of time is the statistical period, so there can be daily bounce rate, weekly bounce rate, monthly bounce rate, etc.; secondly, the bounce rate can also be calculated for a certain page, store, or website, but it ultimately comes down to the page bounce rate.
3. Average visit depth
The average visit depth refers to the average number of pages visited by visitors from a certain source each time they enter the store, that is, the number of pages visited per person. Generally, the total number of page visits within a period of time is counted, and then the average visit depth per person is calculated to get the average visit depth within the period of time. The average visit depth value should be within a reasonable range. When it is close to 1, the indication is relatively clear, indicating that the bounce rate of visitors to the page entrance is high, and there is room for optimization of the page. Generally, when the value is too high, it is also considered not good, indicating that there are too many related links between pages, and visitors need to jump continuously, but each jump does not convert. As for how high “too high” is, this is related to many factors such as store traffic, SKU quantity, industry characteristics, etc. Operations personnel can follow up a certain industry for a long time and gradually define a reasonable range of the average visit depth of the industry.