Two of the most important measurements of a website’s success are unique monthly visitors and page views. However, there are other metrics which shed light on other aspects of a website’s performance.
Effective Measure, the official traffic measurement partner of the Digital Media and Marketing Association (DMMA), provides a range of statistics about local websites.
These measurements include unique visitors, page views, average page duration, average visit duration and average page views per visit.
For unique visitors and page views, please see Top SA websites
Average visit duration
The average visit duration sheds light on how much time, on average, Internet users spend on a site per visit. The longer the average visit duration, the more time people spend on a website.
According to the November 2013 Effective Measure statistics, MSN.com had the highest average visit duration at 15 minutes per visit. It was followed by Sharenet.co.za and Thehubsa.co.za.
It should be noted that only large South African websites were included in this list:
- MSN.com – 15:15
- Sharenet.co.za – 12:56
- Thehubsa.co.za – 13:13
- Wegsleep – 10:59
- Webmail – 10:22
When looking at IT websites in South Africa (excluding e-mail services), the following websites had the highest average visit duration.
- Thunda.com – 06:44
- MyBroadband.co.za – 05:18
- MyGaming.co.za – 04:29
Average page views per visit
Another popular metric, which is closely related to unique visitors, page views and time spend per visit, is the number of page views per visit.
This measurement gives an indication whether people just find a site through Google, read an article and leave, or whether they stick around and read a few pages per visit.
The following large South African websites enjoy the highest number of page views per visit.
- Thunda.com – 15.75
- Autotrader.co.za – 12.81
- Ioldating – 11.91
- Webmail.co.za – 9.97
- Thehubsa.co.za – 9.65
When looking at IT websites (excluding e-mail services), the following websites have the highest average number of page views per visit.
- Thunda.com – 15.75
- Popularmechanics.co.za – 3.70
- MyBroadband.co.za – 3.68
- MyGaming.co.za – 3.20