Website Engagement Measurement – Best Practices

Author: Sachin Gupta | Categories: Customer Engagement, Customer Experience, Digital Analytics

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.

 Digital Customer Engagement

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:

Customer Experience

Having understood the profile of the audience, let’s try and understand the journey they go through when making a purchase decision.

Customer Engagement

Now that we have laid out the profile & buying cycle of your audience, let’s understand the types of campaigns you can design:

  1. Informational – These kind of campaigns are more about educating your audience about your products/services. The aim of such campaigns is to enhance brand value.
  1. Promotional – Promotional campaigns are meant to entice prospects with discounts, coupons, prizes, etc. The motive is to increase conversion within a given timeframe.

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:

  • No. of page views – You may find higher number of page views as compared to conversions (though there is no direct correlation but this does have an impact on conversions)

Ideally marketers should measure:

  • No. of page views > xx seconds (e.g. number of page views > 20 seconds)
  • No. of sessions where page views > x pages (e.g. number of sessions where page views > 3)

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

  • No. of page views where session > xx sec (time would vary case by case)
  • No. of sessions where Page Views > xx (no. would vary case by case)
  • No. of users added offer to cart vs. no. of abandoned carts
  • Returning visitor bounce rate
  • No. of likes & shares on Facebook / Twitter
  • No. of offer page links shared with friends
  • Clicks on videos and average playing durations
  • No. of conversations (reviews/comments)
  • Search results ranking / site ranking
  • Offer category clicks
  • Average page visits from email clicks & landing pages
  • Sources of visits (organic search, paid search, third party sites, partner sites, etc.)
  • No. of chat sessions (if you have chat feature)
  • Average minutes spent on site
  • No. of users rated offers
  • No. of site searches performed
  • Mobile / table device visits

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

  • Personalized offers
  • Latest offers
  • Upcoming offers
  • Like this offer – Facebook
  • Share with friends – Facebook & Twitter
  • Tell a friend
  • Would you like to get information on similar offers? (Enter email ID)
  • Recommend similar offers based on search / navigation
  • Offers by category
  • Compare discount offers
  • Rate offers
  • Write a review (for an offer)
  • Chat
  • Survey
  • Relevant site search

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.