Forget everything I told you

With the recent focus here on this blog on how to use analytics software, I think it is also important to step back from the numbers.

I received an email from a Small Farm Central member who has become a friend:

Have been enjoying learning about Bounce Rates, etc. Our numbers go up and down like GM stock, but I think the real meaning is who it reaches, not necessarily the numbers.

He goes on to detail some interesting connections he has made through the website such a local reporter and a customer looking for fertilized eggs.

That's exactly right: your farm website is never going to get traffic like Amazon.com or Ebay and that isn't the point. You are looking for quality over quantity.

People in your area want to create a long-term relationship with a farmer just like you. What is a website visitor worth who will buy a CSA share every year for the next 10 years? will become a great friend or ally? or order a side of beef every fall?

Having friendly and open communication on your website is a step in turning these visitors into supporters.

It doesn't matter what your bounce rate or new visitor percentage is: keep making connections consistently and it will be good for the long-term health of your farm and your local food economy.