The users who get the job done on your site will recommend your site to their friends and peers. So improve that and everything will follow. Simple as that.
The completion rate is a central piece of information in Task Analytics. Why? Because completion rate is your best shot at measuring quality.
We define completion rate as the "the percentage of customers that are able to achieve what they intend". We can measure overall completion rate for a whole site/business, but more actionable; for a specific target group or for a specific task. And of course the combination of these.
After analyzing Completion Rate for a variety of clients, we have found some interesting correlations:
There is a strong correlation between “How likely is it that you would recommend our company/product/service to a friend or colleague?” and Completion Rate.
We also found a strong correlation between “Do you like the look of this site?” and Completion Rate. (Satisfied users like your logo!)
Pages per session is quite high on the page. Hurray? No, the users are stumbling around on the site unable to find what they are looking for. Or at least it could be. You don’t know. It’s a mislead concept to keep the users as long as possible on the site. A more fruitful approach is to measure success in completion rate. Fulfilled users do return.
Maybe it sounds obvious, but what really matters for the users is to accomplish the task they have in mind. Start focusing on completion rate and your users will reward you.