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Web site engagement improves online marketing metrics

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New York—Engagement has emerged as a new marketing metric for Web sites, according to Nielsen//NetRatings.

According to the research company’s new report "Integrated Interactive Marketing: Quantifying the Evolution of Online Engagement," unique visitors to Web pages declined 4% from last year, but Web pages per person increased 2%. Engagement statistics vary by category, Nielsen//NetRatings said.

News and information sites studied showed 27% growth in page consumption despite the fact unique visitors declined 8%. For financial services sites, the number of pages per person grew by 29% while unique visitors declined by 10%.

—Carol Krol

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