Website Engagement is not just about users
Everywhere, I see we tend to measure website engagement metrics for customers and users. I agree this is the first thing that a human will think about when it comes to engagement. However, our Analytics tools have infinite (well, a lotJ) of possibilities to measure engagement.
Segmentation is my favorite Digital Analytics technique. It’s in the same time the fun, serious, smart and creative part of the digital analytics.
Let’s see how it can lighten your website engagement questions.
I usually post my blog posts on my website so everyone in the world can see what I think, this time I think to boost my new blog post with Facebook. I know that Facebook offers multiple targeting options. So why not use my previous blog post engagement metrics to decide how to set those targets.
I decided to do so; I have asked some questions, below are two or three of them.
Without segmentation: Are my blog posts readers engaged?
Combined with segmentation: Do I share my blog posts early in the morning or in the lunch time? Are my users in Canada engaged, do they return again? What about Japan? Do those guys comment in English? Or just read?
Without segmentations, engagement is black, grey or white question. There is no colors, no insights J
And when I’m looking for engaged “facebookers”. It would be very helpful, with my historical and available information’s, to see what kind of engagement I already see on my website. Who is more likely to create the buzz? To share and debate with insightful comments?
Engagement is about routines
So, depending on whom you are and the nature of your website/business. A business owner, a website Marketer or an online customer Support Manager… It will define the way you will measure your website engagement.
Fundamentally, the best sign of a great website engagement I’ve found is whether people want to do it again and again and again… As part of their routine.
Visitors and interactions Recency is the best way to measure that.
Do my visitors want to chat with my support agents again?
Do they use the search bar again? They like the experience?
Do they still spend time when they come back?
Finally, to get a full idea of a website engagement you need a battery of metrics, not just one. Depending in who you are and the nature of your website/business:
- You can define a couple of engagement metrics.
- Use it instead of visit.
- Break it down by your targeted time frame (days, months or years…).
Here is my eCommerce engagement metrics battery 🙂 :
- Products details view rate:
- Products shares rate (on social media).
- Products images click rate.
- Products Reviews/comments submissions rate.
- Add to cart rate.
- Products searches rate.
- Store locator searches rate.
- Average Time on site.
Ps: I love rates, i think, you should too. They are insightful and calls you to think more than just numbers.