For at least a decade, the Holy Grail of online marketing has been page views. The more views, the better. Copywriters have been writing catchy headlines designed to get those almighty clicks.

But companies have begun to realize that page views don’t mean money. And what’s the point of getting page views if not to (at least eventually) sell more stuff?

So what should we be after, if not page views? Visitor attention.

The metrics we should value are the amount of time visitors stay on a page, the path they take through a website, and completion of conversion goals (like signing up for an email list or filling out a contact form).

Visitor attention is what translates into a better bottom line. And it’s what we should really be after.

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