It is an ancient Mariner and he stoppeth one of three. — Samuel Taylor Coleridge, “The Rime of the Ancient Mariner”
In a way, I envy that ancient Mariner. Stopping one of three, especially in today’s go-go world, is a herculean task. And engaging them? What an albatross!
After my Pondering the Point (.0) of Web Writing post, Rick the Indispensable Tech Guy sent the above bit of analytics showing where those landing on the Visit SUNY Oswego page go. My beloved body copy fails to stoppeth even one of three.
The most effective link, the one that reads Visit Us and sends people to the admissions visit page, nets 13 percent of readers. Another 11 percent proceed to the campus tour page. Four percent pursue the open houses link. And a big fat zero percent go to schedule your visit online from this page. Wow! Or, perhaps, ow!
The analytics don’t tell all, as we aren’t sure if readers follow the inline links or the related links of the same name. A bit more than a quarter — 27.3 percent — do follow the sibling links under Visit SUNY Oswego on the leftnav. It’s nice to see 5.8 percent check out the Fast Facts feature I sweat over. And while 1.2 percent go straight to the search box instead of navigating by this page, the overall dropoff rate — those who leave the site entirely — looks daunting at first (math is hard).
Since this is a high-level oft-visited page, these are humbling figures indeed. But what’s a Web content creator to do?
Actually, this — analyzing what readers do — is a good start. In a perfect world, you have the time and resources to assemble a focus group of future students to say what they’d like to see on the page. (In this perfect world, chocolate also grows on trees and it never rains til after sundown.) Failing that, you could ask current students their opinions. You could also look at the links people most follow and see if the links most accessed from those pages would make sense on this one.
But also remember that people can only click one link at a time. More than 3 out of 4 (75.7 percent) of visitors at any time click the top 10 links — all contextual, structural or related — so we must be doing something right.
One should also avoid overreacting, just summarily dumping links with lower clickthrough. Sure, only 1 percent click the structural College Offices link, but given the high volume of traffic, that means a significant number of readers jump from this page to find a specific office. That represents an audience being served in seeking more information.
That said, if you’re a perfectionist (as I am), anything less than 100 percent service just isn’t enough. There are readers, readers everywhere; let’s make many stop to link.