Any business, no matter of its type, has specific goals in mind. These goals are also known as key performance indicators (KPIs). If you’re looking for online engagement, knowing how well you’re achieving them is crucial. Your business’ online presence could be expensive. That’s why you’d like to get the biggest return possible on your online engagement investment.
These engagement metrics show how your content strategy aligns with user interest. Customer engagement is related to overall profitability. Engaged users are way more likely to buy, become loyal to your brand and share their experiences with others.
Measuring your website’s performance can be quite tricky. Identifying the most important metrics to look at is rather difficult. You’ll have to understand what you are measuring, why you’re measuring it and what actions should be taken to improve your business’ website performance.
As an established enterprise software development company, we’re going to point out some crucial KPIs you should track for better engagement on your website or mobile app.
Pageviews
Pageviews and visits aren’t the same things. A pageview is when a visitor comes to one of the pages in your website and a visit is just when someone visits your site, but when they do so, they could view more than one page. Pageviews are giving you an idea of the traffic various web pages are generating. You can get such stats from Google Analytics.
If your PVs are increasing over time then you’re doing things right. In order to receive a steady stream of page views, first, you should provide a good user experience. Also, your content should include appropriate keywords and meta descriptions to give searchers a reason to visit a specific page. A good social media strategy also helps for more PVs.
Bounce Rate
The bounce rate is the percentage of visitors to a particular website who navigate away from it after viewing only one page. It’s often considered a “bad” metric. However, this is an important KPI that states how often site visitors stay on the same page from their initial entry.
In fact, if a user clicks on a link from a search result, spend time reading an article and takes the desired action by clicking a link within it is still considered bounce rate.
A very high bounce rate is a signal that people aren’t sticking to your website to view any information and instead they’re just leaving. Furthermore, this could mean that the page contains irrelevant information or the user experience is poor. For instance, slow page loads are among the main reasons for the high bounce rate.
Unique Visitors
Unique website visitors are first-time visitors to your site for a set period of time. They’re counted once, no matter if they have visited it before. Unique visitors are determined by their IP address and a cookie on the browser they’re using. This means that no matter how many times you visit a website today, you’ll still be counted as a single unique user. On the other hand, if you visit it from your mobile device, for example, you’ll be counted as a new visitor.
This KPI metric will help you understand your web traffic over time. It gives you the ability to see your slower times throughout the year and determine when to run specific promotions in order to be consistent in driving unique visitors to your site.
Time on a Page
The average time on page is the length of all site visits combined. Along with the bounce rate, we mentioned above, the average time on the page shows how long users stay on your site. With the help of this metric, you can indicate user engagement and the relevancy of your content.
A good average time on site is between 2 or 3 minutes. It may not seem much to you, but it’s enough for a user to go through your content and interact with your website. If your average time on page is longer, that means that users are more engaged with the provided content.
Don’t forget to have a look at additional parameters, as well. Like traffic channels for example, in order to determine which channels are engaging users the most.
Top Exit Pages
Exit pages, as the name suggests, are the last pages accessed before leaving a website. An exit rate measures the percentage of people that leave your site from the exit page. These pages are related to bounce rates, as they both consider the last page a visitor goes to on a website.
Calculating the exit rate can be most helpful when your website encourages consumers to follow a specific path. However, there are pages designed to be exit ones. Like a “Thank You” page for instance. When this page has a high exit rate, that’s an indication that customers completed the desired action.
Landing Pages
Opposite of the exit pages, landing pages are the first pages visitors land on when they come to your website. Often these are the home pages or highly optimized blog articles. These are the pages that drive the most visitors to your site. That’s why it’s crucial for them to be well optimized to keep these users on your site and complete the desired action.
If you have an old blog article for a top landing page, you’d like to see how you can move visitors from it through a conversion funnel, by transforming it to convince them to take a certain action.
Abandonment Rate
Often people visit a website or mobile app, add something to their cart and then leave without taking any further action. Cart abandonment rate measures the percentage of carts abandoned to the number of completed transactions. That’s most important when it comes to e-commerce businesses.
If the abandonment rate is high, then there’s something that causes visitors to give up on making a conversion. Research shows that the average abandonment rate is 69,57%. Your goal should be to keep this rate as low as possible.
A way to remind consumers of their abandoned carts is through email. You need to send at least three emails, which could even contain a discount code that encourages then to finish their order. This could be a time-sensitive offer that also creates urgency and help the consumer make a decision faster.
Conversion Rate
Customer engagement is linked to overall profitability and can lead to conversions. Conversion rate is the percentage of people visiting your website, that take the desired action. These action scans include calling your business, download an app or most commonly, complete a purchase through your site. There are many social platforms and mobile app development tools that you can use to track these rates.
Conversion rates are the end goal to most websites or mobile apps. That’s why marketing is often tasked with conversion rate optimization, which aims to maximize the number of conversions.
Final Thoughts
Increased user engagement is linked to increased profitability. That’s why KPIs are especially important to track for better user engagement. These metrics are interrelated and Google Analytics can track most of them.
Focus on providing high-quality content, relevant to your target audience. Your website or mobile app should be optimized for the best user experience possible, so they could truly engage consumers.
