Entrecard Traffic Brings 0:00 Average Time On Site

To my readers who come to my blog for my musings on the Telecommuting lifestyle, please bear with me a moment as I take a momentary diversion. I promise the next post to be back on topic.

As a means to drive new visitors to this site, I’ve added the Entrecard widget to the right column of this page. This service was created expressly for bloggers to network with one another and drive traffic to their sites. Compared to other services with a similar aim, Entrecard has shown some promise and I have seen a dramatic increase in traffic for this blog which was launched only two months ago.

I won’t go into the basics of the Entrecard model, which you can learn more about here. What I wanted to talk about for a moment is the quality of the traffic I receive from the service. Traffic for traffic’s sake should not be the goal of any website owner. You want people to find your site and make use of your content. If you are trying to make some revenue from your site, you also want them to find and click on an ad or affiliate link.

The best indicator for site visitors making use of your content is the Average Time on Site statistic (I will abbreviate it as ATS). This statistic is available via Google Analytics and can be displayed per traffic source. Here is my direct traffic (bookmarked or type-in) ATS number:

Notice that for this traffic source, the ATS is 5:28 while the site average (all traffic sources combined) is dramatically lower at 1:36. The reason for the disparity is due to the highest traffic source for my new blog – currently Entrecard. You can isolate the ATS for a particular traffic source by clicking on Traffic Sources in Analytics on the left and then by clicking on Referring Sites. After isolating the referral traffic driven from Entrecard (entrecard.s3.amazonaws.com and entrecard.com), I can see that the ATS is zero:

I’d rather it be something closer to my direct traffic ATS figures.

A lot of this phenomenon is due to the fact that at least half of the traffic comes from other Entrecard users – other site owners trying to drop their card and gain credits. What I think is happening is what I will call “Chain-dropping” and this is what leads to a zero ATS:

1. Click through to my site from my Entrecard ads or from the Entrecard site
2. Find my Entrecard widget on the page
3. Drop the card
4. Click on the ad 2mm above the drop area and move on to the next site for another card drop

Once you get a rhythm, the above process takes less than a second to perform. Since site owners buy ads (campaign) with credits gained partially from dropping cards, it is a very fast way to collect credits. Since site owners want to purchase ads on the highest profile or highest-traffic sites, it can cost a lot of credits so they need to click on a lot of ads to collect them.

I must say that I have only put the Google Analytics tracking script into the blog a few days ago so my sample size is admittedly small, but I’m confident that the trend will probably continue until something material is changed with the Entrecard model. A suggestion I would have for Entrecard would be for them to delay the clickability of the ad for several seconds after a card drop. This would force Entrecard visitors to do something while they wait – read your content. However, I think it would result in an implosion in traffic, available credits and ad costs so they probably won’t do it. I think Entrecard users are mesmerized by their newfound traffic and would lose interest if the traffic dropped substantially, regardless of the quality of that traffic.

That all being said, I am certain that I have received new regular readers via Entrecard as I have seen some comments left on my posts from other bloggers using the service. I’m keeping an open mind on Entrecard and will keep the widget on my site and bask in the newfound traffic, even if the traffic comes with an * asterisk. I welcome other thoughts on my analysis and your thoughts on Entrecard.