The website tools that are available now allow companies to measure how much time—down to the second!—that a visitor spends looking at each individual webpage on the company’s site. If most visitors flee the page immediately, that’s a pretty good sign that the page isn’t delivering what they wanted or expected.
A good first question for the people at the company to ask themselves at this point might be “why not?”
Imagine an organization asks the members of its community for feedback on its draft strategic plan, a plan that is taking many dozens of hours of meetings to generate. Imagine there is only a paltry amount of feedback, with many members of the community remaining silent.
This is real feedback, but it often goes unnoticed or underappreciated. Now, the visitors to a company’s website may be customers, and the community members of the organization may not be, but an organization needs members to keep functioning, much like a company needs its customers or a living being needs its cells.