If the old adage that 10 percent of your staff does 90 percent of the work rings true, the same could be said for your Web site traffic. Scout Analytics, a specialist in digital revenue optimization (including calculating revenue-per-visitor for publisher sites), has released new research offering publishers four new ways to categorize Web site traffic-and assign value to them.
According to Scout Analytics, audience breakdown includes:
Fly-by: Someone who visits once.
Occasional: Visitor to the site two to three times per month. An occasional visitor has an average revenue potential of 5:1 compared to fly-bys.
Regular: Visitor to the site one to two times per week. A regular has an average revenue potential of 10:1 compared to fly-bys.
Fan: Visitor to the site more than two times per week. A fan has an average revenue potential of 50:1 compared to fly-bys.
According to Scout Analytics, fly-bys make up 70 percent to 80 percent of the average publisher’s audience, but deliver less than 30 percent of page views. One site the company works with had 400,000 monthly uniques, but discovered just 15,000 core users.
"They had been assuming they had loyal readership of 400,000." says Scout Analytics vice president of strategy Matt Shanahan. "A loyal reader is recurring revenue. Everyone wants to optimize SEO but I would say for most publishers, the SEO is working fine. What you’re not doing is converting fly-bys into loyal readers."