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Of course, the conversion rates based on visits is much lower than it would be based on VISITOR. My understanding is that the industry standard is to use unique VISITORS.
Which way should I go. I know which figure would keep the clients happy :-)
Only because if I shop, I will go to several sites several times until I have determined the best deal for me. Could be 3 to 6 visits before I decide, therefore visits is meaningless. However, VISITORS are more difficult to count :)
However, you can overload on info, so I always try to focus on the important bits. There are plenty of people that come to the site, having used an odd phrase to find me, only to discover I do not offer anything they want. (I sell suits direct from the warehouse, not "Warehouse Suits", get me?!?!)
I really am not interested in them, as they are not interested in me.
I am interested in the people who find what they want, are not sure, go away, come back, buy. The others are just "fog" to confuse you. You will always get people who do not want your service, so while it is great to say, I get x visitors, ...so what? How much do you sell!
(You understand I am very opinionated on this, it is a bit of a axe I grind! Hope it helps.)
I read just recently that search listings are not only better at gaining the "immediate" customer, but also at generating brand awareness, and repeat visitors via bookmarks, or URL typing. <Darned if I remember where, or I'd URL you. AND these visitors have a much higher conversion rate <naturally - if they made an effort to return, they had a reason.>