Digital marketers today have to engage with highly active and informed audiences. There’s no doubt that customers today have much more control over the buying process than marketers do. Thanks to the ever increasing number of channels and devices, customers have more choices than ever.
Every marketer’s key objective is to increase visitor engagement & conversions.
It’s obvious that when you make sure that a website visitor’s experience is supreme, they will engage with you and conversion will most likely happen.
But before we go any further, it is essential that we align on the term ‘Visitor’. The profile of a visitor might differ from one marketer to another. It is important that you understand your target audience so that you can deliver the right message that engages your audience.
Here are some frequent visitor profiles:
Having understood the profile of the audience, let’s try and understand the journey they go through when making a purchase decision.
Now that we have laid out the profile & buying cycle of your audience, let’s understand the types of campaigns you can design:
So, the next time you think of designing a new campaign, be sure that you have your visitor profiles & their buying stages mapped out.
Finally, campaign measurement is what will provide you your means of tracking and improving performance of marketing campaigns/tactics.
Typically, marketers measure engagement through metrics such as:
Ideally marketers should measure:
This will help marketers to analyze and understand whether visitors actually tried to read through their campaign & related information on your website. This will also help marketers to identify the quality of content and effectiveness of the campaign they created.
Note that few of your visitors may open and forget to close the web page but the average number of such visitors is not more than 10% of your total traffic – are you really factoring this in data analysis?
Here is the complete list of key metrics for marketers to measure true visitor engagement
Few more quick tips to ensure your campaigns drive you high quality leads:
1) Here is the list of key features/categorization marketers should consider to ensure higher engagement
2) High quality content: Note that features and measurement points are just supplementary. Visitors expect value or benefits in every interaction, hence marketers should focus heavily on content
3) Multi-channel: Make sure you deliver to your audience across channels, including website, email, social, etc.