New to analytics is the ability to filter your reports by visit depth or visit frequency. These are essential loyalty metrics which can help analyse visitor behaviour and engagement with your site. Let’s look at each of these new features in turn and discover the powerful information they can unlock.
Visit frequency filter
Visit frequency is defined as the number of visits a unique user makes to your site during a reporting period. The visit frequency filter can be used to filter your data by people with a visit frequency of 2 or more for example. This will allow you to see how your regular visitors engage with your site and how attractive your content is to your visitors. You could compare this data to a visit frequency filter of 1 (users who visit once) to see how one time only visitors differ from your repeat visitors.
Visit depth filter
Visit depth is defined as the number of pages a unique visitor views on your site during a visit. The visit depth filter will help you to identify sections of your site that are engaging your users. For example setting the visit depth filter to 1 page will show you users that hit one page only in a visit and then left your site. Maybe there’s a page that’s especially hard for users to navigate from or perhaps there’s a device that doesn’t render your site particularly well. This filter will allow you to identify those problems.
To get an even better picture of visitor loyalty you could filter a report by both visit frequency and visit depth. For example you might want to look at more loyal visitors (those who have a larger visit frequency) who are more engaged with your site (have a greater visit depth) and see if there are any patterns or unifying characteristics. Perhaps they are all coming from a specific country or are using a specific device to access your site. With this information you can then start to optimise for your loyal visitors and perhaps look at changes that could be made to increase loyalty in other visitors.