As a marketer, I am fond of analytics. When it comes to the web, though, one thing I realize is that it is easy to have way too many of them and not really know which to focus on. Some of the most tantalizing metrics, for example, like number of impressions don't usually tell you as much as something more obscure, such as how long someone spent on your site and your top "exit page" - that is, the page that someone looked at last before leaving your site. Among those hidden metrics are the amount of people who visit your site and end up quite rapidly on your About Us page.
This is the page that introduces your company and in my experience also tends to be one of the most neglected pages on company websites. It is easy to think that this wouldn't really matter much, but when you look at your analytics and page visits, you will probably be surprised to discover just how many people end up on that page. Actually, if you paid attention to your own web browsing, you wouldn't be that surprised at all. See, we all want to know who we are dealing with. We seek to know and understand the backstory of a company, as I have often called it. The backstory matters, and it is not just your analytics or number of visits to your About Us page that prove that. ..
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