How Many Views vs. Bandwidth Is Better for Your WordPress Website?

The age-old question in the world of marketing and communications: “How many views does it take to achieve a good engagement?”

While there’s no single, clear-cut answer to this question, there are some valuable insights you can learn from examining the performance of your competitors’ websites.

Let’s take a look at some interesting findings from HubSpot’s 2018 State of Marketing report, in which they examined the performance of 3,202 websites across multiple industries.

Findings For Entrepreneurs, Marketers, and Content Makers

The study covered a range of industries including marketing, sales, media, and nonprofit. From a marketing standpoint, they examined 1,500 websites for this research, including blog posts, videos, and social platforms. Across all industries, they examined the performance of websites based on the average daily views and minutes of video content watched per visitor.

The results were surprising.

Engagement vs. Views: What Is The Difference?

The report found that while there is a clear correlation between the number of daily views and the number of minutes of video content watched per visit and per day and an increase in website performance in terms of page speed, bounce rate, and conversion rate, there is a difference. The study found that this is largely due to the fact that while views may signify “likes” on social platforms like Facebook or Instagram, engagement with the content requires more from the viewer. Specifically, engaged viewers are more willing to watch videos longer than five minutes, look for related videos and sources of content, and leave positive remarks or comments.

High-Quality Content Is More Than Meets The Eye

One of the most interesting findings from the report is that while the number of daily views of a website may correlate with an increase in engagement and an improvement in the metrics typically associated with a high-quality website (page speed, bounce rate, and conversion rate), surprisingly, low-quality content – even with millions of views – performed better than expected. In fact, the average daily views of low-quality websites was 9.25 million and the average click-through rate was 0.4%. This made the difference in engagement seemingly negligible when compared to the quality of the content.

Here To Serve As Benchmarks

While there is no single magic number that signifies the “perfect” amount of daily views for a website, the report did identify several key benchmarks that indicate a high measure of success:

  • More than 500,000 daily views
  • An increase in engagement, as measured by the amount of content shared, liked, or commented upon
  • 5+ minutes of video content watched per visit
  • An increase in the conversion rate – the percent of visitors who take some sort of action (e.g., make a purchase, fill out a form, or download a white paper)
  • A decrease in the bounce rate – the percent of visitors who leave the site after viewing only one page
  • A decrease in average time on site
  • An increase in the average amount of content shared per visit

Takeaway

If your goal is to improve the performance of your website, or the performance of your social media channels, the answer may not be as cut-and-dried as you think. There are numerous variables to take into consideration, including the quality of the content you’re sharing, whether you’re using video or just text to engage your audience, and how you’re measuring the results of your marketing efforts.