I'm developing a content strategy for a website. I'm at the point where I need to create a few KPIs to measure the value of the content (relating to the organization and the content strategy). One of the more common suggested KPIs is "website visits", but I feel this can be very misleading:
- It's pretty difficult to tie a such a simply stated KPI stated like this back to a goal of an organization, unless one of their goals is to inform as many people as possible.
- Even still, page visits can't tell the entire story. A user could visit the page and immediately close it or open the page in a new background tab and never read it before closing their browser.
Are there any research articles or guidelines that discuss how a page visit could be classified as simply a "page visit" vs maybe a more valuable KPI, possibly a "page read?"
I realize there are many external factors that could influence whether or not content on a page was actually read, that's why I'm hoping there are guidelines or rules of thumbs, even if they aren't rock-solid ways to always measure a "page read" 100& of the time.