How do you measure customer engagement? While no single metric alone is going to be a solid indicator of how engaged your community or customers are, there are a few things you can look at that help guide you toward the conversations and interactions to pay attention to for deeper analysis.
As always, there is no single perfect KPI for tracking results in digital marketing. Also keep in mind that none of these five metrics alone can paint a complete picture. For instance, a customer may engage with a piece of content for a very short dwell time but still convert into a purchase because the right information was right where it was needed. These metrics are part of a paradigm shift towards hyper-connected consumers in a fast-moving landscape with tons of data. Shifting your focus towards these seevral metrics will eliminate a lot of noise and clutter in this bright Big Data advertising age, and help evaluate your recent customer engagement strategy. (Marketing Week)
Yet, according to Venturebeat study, consumers are frustrated with non-relevant messages, causing them to unsubscribe from emails, stop visiting the companies’ websites, and even stop buying from (or even advocate against) the companies.
How, exactly, do you look at engagement and keep tabs on the factors that drive it? While no single metric alone is going to be a solid indicator of how engaged your community or customers are, there are a few things you can look at that help guide you toward the conversations and interactions to pay attention to for deeper analysis. Here's our take on a few of the engagement metrics to watch for.
So how can brands collect the valuable data while respecting consumer privacy?
1. TIME WITH YOUR CONTENT
“Time on page” sounds like a much better measure of engagement than “reach.” If someone spends a minute or more on a page, we can safely assume they were reading and absorbing – engaging with our content. Can’t we? Not exactly.
We talk a lot about time, but the one thing we definitively know about time is there's never enough. For a marketer, that means you're going to have to work hard to get a minute or two from a consumer. You need to earn it, so if your site can garner a high time spent, pat yourself on the back for a job well done. "Time spend is not a very actionable metric, it's more a sign that you've done the right thing," says David Marks, VP of product at StumbleUpon. When users are browsing a category, they see hundreds of things they've never seen before that are very high quality about a specific topic of interest. It's all about the experience, and a lot of it just holds people's attention. (CMI)
2. PAGES PER VISIT
Average page views per visit are an excellent indicator of how compelling and easily navigated your content is.In general, more pageviews per visit is a good sign. To figure out your pageviews per visit, simply divide the total number of pageviews by the total number of visits for a particular time period. Keep in mind that if you get a lot of visitors through social media sites, these viewers tend to get what they came for and leave, so you may not get lot of pageviews per visit from these visitors. Fortunately there are many things you can do to help increase the number of pageviews per visit to your site.. (Moz)
3. E-COMMERCE: CONVERSION AND LOYALTY
‘The number one way organizations can improve customer retention is…By focusing on the entire experience of their customers. While experts debate whether the marketing funnel is outdated, it’s been proven that managing the entire experience of any age of customer is a better way to keep customers. The conversation cannot stop once the sale is made.. It is critical that companies focus on sending personal communications throughout the lifecycle of the customer. In today’s competitive environment, it is not enough to rely on service or repairs to hold on to customers. Customers are five times more likely to engage with you in the first 90-100 days than at any other point. So, it’s very important that you dialogue with them at the onset not just at the end.
4. RETENTION RATE
Retention basically means the percentage of users returning to your website in a given period of time. Calculating retention rate over a period of 1, 7 or 30 days helps determine its longevity in the market. Marketers don’t always have customer retention top of mind. Unlike lead generation or customer acquisition, retention campaigns take relatively longer before producing results. When you publish a lead gen form or launch an ad campaign, you can easily see and measure the results. This isn’t always the case in customer retention because it deals more with loyalty, relationships, and engagement, which yield results that are not immediately seen and/or are trickier to measure.