In the current context of low attention, site engagement can be seen as an indicator of success of your website.
The content engagement parameters are important because they show how your content strategy fits the interests of the users.
In addition, customer engagement is tied to overall profitability because committed users are more likely to buy, become repeat customers and share the product / service with customers. Other people.
Before deciding the user engagement measures you want to follow, you need to determine which ones are best for your business.
Here are some of the most common (and most important) users. metrics of commitment.
Definition of Page Views
Pageviews, Sessions and Users are the most commonly used indicators of traffic on your website . Page views are the most basic measurement among all user engagement metrics, which measure the case of a user visiting a particular page of your website.
Measuring pageviews can help you understand how often visitors visit your website. A higher number may be considered as an indicator of interest and / or SEO best practices, with search engines often being the main drivers of website traffic.
Conversely, page views may also indicate that people are stinging your site. website because they can not find anything.
Pageviews show traffic but without going into the context of other related measures, they can not help you fully understand the meaning of these numbers.
How to Track Page Views
You can use Google Analytics to track most user engagement measures. It may be the most complete free software analysis tool available.
You can find page lookup statistics under Audience> Overview, and select a relevant period.
In addition to the page views showing the number of people visited by your On over a given period, the page analysis can also be used to show if the changes made to the website (new layout, campaign online advertising, etc.) are proceeding as planned.
As a general rule. when your page views increase, it means that the changes you have made must work – at least in terms of traffic generation.
How to optimize / improve page views
An increase in the number of page views can be an indicator of good SEO practice.
Some things you can do to increase the number of page views:
Offer a good user experience: Make sure your website loads quickly. Users tend to give up websites that do not load in 2-3 seconds. To improve the loading speed of the site, think about the consequences of your design on usability, classify the content so you can find it easily and make sure your website / content is optimized for mobile devices – because more of the half of the world's population accesses the Internet from their mobile phone. . Give your visitors interesting content to click on: Create viral content, but save it by making it worth it (not clickbait). Use SEO best practices, such as searching for keywords and creating internal links to related content, to make sure content is found and read. Divide long articles into series and highlight popular articles. Promote Your Website: Spread the word on social networks, guest blogs and related forums.
2. Time on Page
With so many websites regularly posting content, it's now important to understand the time that people actually spend on your content, which has become an important metric of the # 39, commitment of the user.
Two Ways to Look at Time Past:
View Micro: Time Spent on PageMacro View: Average Session Length or Time Spent at Site
What is time spent on the page?
It's quite simple: the measure of time spent on the page user engagement page measures the time that a user spends on a page of your website.
This measure provides an indication of the interest you are carrying.
For example, a person read at a rate of about 200-250 words per minute. If you have items of a length of 2,100 words (optimal length of a blog post, such as found by Medium) and that a visitor does not have the has spent only 10 seconds on this page, you can be sure that they did not interest him very much. the contents.
Definition of average session duration
The average duration of sessions (formerly the average time spent on the site) measures the duration of an average session (duration of the session) over a period of time. period, divided by the total number of sessions over a given period.
Session refers to a group of interactions between users and your website. The average duration of a session is the total time spent on your website. This differs from the time spent on a page because it tracks all the activities that a visitor has completed on your website compared to the time spent on a given page.
How to track past time
You can use Google Analytics to find out how much time people spend on your website. You can find the two measures of average session duration under the "Acquisition" tab.
Google Analytics tracks the activities of pages using timestamps, whenever a page is loaded or when an activity triggers multiple events. This is measured by looking at the difference between when the first event occurred and the next.
For example: if one page was viewed at 9:23 am and the next one at 9:26, the time spent on the page for the first page is 3 minutes.
The problem with using timestamps to track activity is that it can not track the time spent on the output page. The exit page is the last page visible to the visitor before leaving the website completely.
This means that if a visitor spends 5 minutes on your website but does not visit another page, Google Analytics has no way of knowing it or saving this.
So, if someone visits a page and gets out of it, Google Analytics records the duration of the session as 0 – regardless of the actual time spent on your website.
Thus, the values of average session length and time spent on the reported page are generally lower than what they actually are and should not be considered as such.
Observe the distribution of session time data to get a better sense of the typical session – and eliminate the outliers.
What counts time
Many people wonder what exactly counts in the calculation of the duration of engagement of users on the site. Parking on the website occurs when you open a tab and leave it open for future reading.
The answer is that it depends on how the Google Analytics code is triggered and how quickly it is sent to Google Analytics.
In addition, Google answers the question : "By default, a session lasts up to 30 minutes of inactivity, but you can adjust this limit so that & # 39; A session lasts from a few seconds to several hours.
A similar question you might ask yourself: does watching a video account for the time on the site? The answer? Yes! Google Analytics tracks the interaction events or events in which a user interacted with the website.
How to optimize / improve the time spent on the page
Because every website is different (in terms of branch, size, optimization), you need to focus on comparing the statistics of your current website with your previous data.
Choose a specific amount of time (one year is recommended) and use Google Analytics advanced filtering options to determine which pages receive the most traffic.
Go to Behavior> Exploring Content
In the Main Dimension field, choose Page. Then, go to the Advanced Filtering option. Choose to filter by unique pages, then choose a matching number.
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If you know that your blog post takes an average of 500 words and your readers spend between 1 and 2 minutes reading it, you are in a good range.
But if they spend less time on the page, analyze what could push them to leave prematurely: s & # 39; Is It Your Writing Style?
How to Optimize / Improve the Average Length of Sessions
The Times of session are a bit more difficult to optimize. As it measures more a macro view, there are different considerations than the time spent on the page.
On the one hand, you must take into account the overall user experience on your site. This includes:
The variety and value of your site content. Easy navigation on your site and the user's website experience. Clear Calls for Action (CTA).
If you are able to optimize these three elements, you can see the average duration of a session increase.
3. Bounce Rate
Bounce rate is closely related to time spent. A common trend observed is that the bounce rate is inversely proportional to the average duration of a session: as the bounce rate increases, the average duration of the session decreases.
What is the bounce rate?
The ] Bounce Rate is the percentage of visitors to a website who exclude themselves after posting a single page. The bounce rate gives an indication of the quality of your content, because if people leave without acting, your content does not do its job.
People can bounce back for several reasons:
Your CTA / offer is not clear.Your content / offer is not what they expected.They bored.You do not offer something different.
If it is important to measure the engagement of your visitors, it is also important to measure
You may have significant traffic, but if you also have rates of high bounce, this means that your content is not attractive enough for visitors to your website to remain loyal.
How to Track the Bounce Rate
In Google Analytics, go to Behavior> Site Content> All Pages. You will see a column for Bounce Rate.
Remember that using Google Analytics can be slightly problematic because you need a trigger event so that Google Analytics does not expect an untimely exit to your bounce rate.
In addition to Google Analytics, you can use the SimilarWeb tool to track the bounce rate and even compare it to your competitors.
How to improve the bounce rate
Look at your pages with high commitment and low bounce rates. Try to determine what you did directly on the page and that could be applied to other pages.
Similar to Average Session Time, here are some ways to reduce bounce rates:
Generate great content and use internal links. encourage those interested to visit other pages of your website. Post your content. Be reliable, useful and memorable.Use Clear ACTs. Get an exceptional user experience: no contextual advertising, no audio playback, no automatic video playback.
4. Top Exit Pages
Top Exit Page Definition
Exit pages are the last pages viewed before leaving a website. The exit rate measures the percentage of people leaving your website from the exit page.
Exit pages (and subsequently, exit rates) are associated with bounce rates as they consider the last pages of a visitor. on a website
The main difference between these indicators of user engagement?
The bounce rate considers the number of visitors who leave your website after consulting a single page.
It can be helpful to calculate the exit rate, especially when your website encourages customers to follow a certain path (the buyer's journey). Knowing your top exit pages can help you understand why your exit rate is what it is.
Some pages are designed to offer high exit rates, such as your contact page or a thank you page. When a page is designated as an exit page, a high exit rate indicates that customers have performed the desired action.
A high output rate on a page without output can be caused by:
Poorly organized information on your website (hierarchical issues). CTA missing (if the person just left the website) .Good amount of abundant information.Information missing / missing.
How to track the most important release pages
Exit pages can be determined by go to Behavior> Site Content> Exit Pages in Google Analytics.
You will see the number of exits, the number of page views and the exit rate (% of exits). To calculate the exit rate, divide the number of times that a visitor has left a given page by the total number of page views.
It should be noted that a high output rate is correlated with page values that vary a lot. and can, in fact, contribute to inflated data.
How to optimize / improve top output pages
Carefully plan your user flow / path so you can choose pages with high content. exit rate.
The main release pages and exit rates are related to bounce rates, you need:
Improve your content. Improve the usability / information of the sites. Have clear ACTs.
5. Pages Per Session
Pages Per Session Definition
Pages per session is another way to measure how much interest you have in your content.
From a commercial point of view, the higher the number of pages per session, the better it is. Indeed, a high number of pages per session indicates that visitors to your website have viewed and visited more than one page – making it a really engaging site with your website.
Bounce rates are similar to pages per session. the next step (or page), page by session, indicates the path taken by the visitor.
How many pages per session follow
Go to Acquisition> All Traffic> Channels in Google Analytics. You will see a column for Pages / Session.
To calculate the number of pages per session, take the sum of the number of pages visited by each user and divide by the total number of sessions.
A high page-by-session value does not necessarily mean that your content interests your reader – that's why it's important to look at the pages per session in conjunction with the average session length and the rate rebound.
A A page with a high number of pages per session – but a low session time and bounce rate – may indicate page failover behavior due to lack of interest, irrelevant content, or the difficulty of navigating your website.
How to Optimize / Enhance Pages Per Session
Indicate "next steps" or content that reflects the interests of visitors. Align your hierarchy / content flow on the buyer's journey.
6. Page Depth / Scroll
Page Depth / Scroll Definition
Page (or scroll) depth measures how much your audience consumes your by indicating where on the page it stops reading.
This may indicate two things:
Readability: If your content is easy to read, users will go further in the page. Interest: It is assumed that the more people scroll down the page, the more they want to consume. your content.
How to Track Pages / Scroll Depth
Google Analytics has no built-in option to measure scroll depth; that's why you need to install the Google Analytics Scroll Depth Plugin to enable tracking. .
The plugin shows the percentage of your page where visitors stop: 25%, 50%, 75% or 100% depth, as well as the items they scroll on and the depth of pixel.
The pixel depth provides an absolute measure of where the audience stops, comparing it to heights vary. The plug-in sends the data to Google Analytics via Events.
Another option is to use Google Tag Manager. Just like the Scroll Depth plugin, it allows you to track the number of pixels and the percentage of depth.
How to Improve Page Depth / Scroll
Consider the elements that correlate with the different scrolling depths where people fall:
Does anything on the page have any negative impact on the user experience? Does the content begin to disappear as visitors sink into an article?
Armed with data and understanding what you have now deeper user engagement popular measures, you will have several options to solve this problem.
7. Unique Visitors
What is a unique visitor?
The expression unique visitors is a term used to refer to a person who visits a website at least once during the reference period. Google puts more emphasis on tracking page views (or visits), but the unique visitor metric indicates the number of people your website actually reaches.
How to track unique visitors
Whenever you visit a website, Google Analytics assigns you a customer ID that is stored in a cookie of your browser. This client ID is unique for each browser and not for the IP address. Therefore, if you visit a website with the help of another browser, Google Analytics will recognize you as another unique user.
This can cause a problem or generate inaccurate results due to: situations such as:
Several people in a household share the same computer. There may be several visitors, but only one is registered. Only one user can visit your website from different computers or browsers. These visits will be counted as multiple visits, when they actually come from only one person. Some manually delete cookies and are counted as two users in the reports.
In Google Analytics, go to Audience> Overview and review the Users Metric. This will tell you the number of unique visitors to your site.
Tracking and comparing your unique visitor statistics over a period of time can tell you if new visitors are discovering your website (useful when you're launching new campaigns or ads), or if your traffic is coming from # 39; loyal users.
How to optimize / improve unique visitors
Know your audience. If you know your current audience well, you can use these metrics to find a new / associated audience segment. Promote your website by ensuring impact on different audience segments.
8. New visitors to current visitors
What are new visitors to current visitors?
New users are users who are accessing your website for the first time on a specific device.
As mentioned, Google uses customer IDs to track users. If you use a mobile phone to access a website – then use your computer to visit the same website again (but the first time on the desktop) – Google counts this activity as two new visitors.
To their credit, Google gets smarter about it. When you are connected to Google Chrome using two different devices, the first device is saved only as a new visitor and the second device as a previous visitor.
Current visitors are those who have already visited your website. . Google defines new users within two years. If you return to a website within two years, you are considered a returning visitor and if you visit a website after more than two years, you will be counted again.
The metric is presented as a pie chart comparing the relationship between the two.
How to track new visitors versus repeat visitors
Find these data in Audience> Behavior> New vs. Return.
You will see a table comparing the behavior of new and old visitors with some of the previously described parameters, such as bounce rate, page / session, and average session duration.
You can view new users. under Acquisition> Overview. Under the Acquisition tab, you will also see the source / middle of the traffic, as well as the referral source.
If the measurement of your returning visitors is greater than that of new users, this may indicate that you have a loyal group of followers. The opposite situation shows that you have work to do to get people back.
How to optimize / improve new visitors compared to previous visitors
The "New vs Old Visitors" chart may reflect the results of the campaigns you used to promote your website.
Display advertising aims to target new (relevant) users. If the campaign was successful, expect an increase in the number of users (slightly larger). depending on the advertising budget). Organic research tends to result in a uniform distribution. Email marketing from your CRM should lead to more repeat visitors. If there is a new list of prospects, expect new visitors. Direct traffic is counted when users enter your website's URL into their browser or retrieve it from their favorite sites, indicating that most users are returning to the site. You can segment your channels based on these traffic sources.
It is important to combine these dimensions with other measures, such as the completion of objectives.
If your repeat visitors are converting more than new visitors, think about strategies for using this group.
Or, if there is a higher bounce rate with returning visitors, there may be a problem with your content or your user experience.
9. Conversion Rates
Customer engagement is linked to overall profitability and may result in conversions.
Definition of conversion rate
The conversion rate is the percentage of visitors to our website who desired actions, such as:
Buy any of your products or services. Download your app, your ebook, etc. Contact your company / submit a form. Engage with your website one way or another.
A high conversion rate tells you that your marketing tactics are effective because they have allowed visitors to your website to reach your end goal.
How to track the conversion rate
The main advantage of conversion rates is that you can adapt them to be wide or
Global conversion rate Marketing ChannelsKeyword Conversion Rates
Most social media platforms such as Facebook, Twitter and Pinterest have their own built-in analysis tools that can not be used to track conversion rates. For websites, you can use tools such as Google Analytics or Google AdWords to track certain conversion rates.
There is a dedicated tab for Google Analytics for conversions, which allows you to analyze data based on goals, attribution or multichannel funnels. There is also a specific e-commerce option.
How to Optimize the Conversion Rate
Since conversions are the end goal, marketing is often responsible for optimizing the conversion rate (CRO), which aims to Maximize the Number
The Basic Principle of the CRO
Make everything simple and easy to convert for visitors to the website.
What makes CRO unique, that is to say which aims to increase revenue with the traffic you are getting, so you can use CRO even if you are not? do not have a lot of traffic to start.
CRO commence par mesurer les analyses pour connaître votre niveau de référence, analyser ces données et mettre en œuvre les modifications. (généralement appelé test split ou A / B). OptinMonster dispose de plusieurs outils de test A / B et Google Optimize propose une alternative gratuite.
Il existe plusieurs façons d'augmenter les taux de conversion (voici 53 façons de le faire ), en fonction de ce vous essayez d’optimiser – ainsi que certaines tactiques inhabituelles des ORC à prendre en compte.
10. Taux d'abandon
Définition du taux d'abandon
Le taux d'abandon du panier (également appelé taux d'abandon) est le pourcentage de paniers abandonnés au nombre de transactions initiées (ou terminées). Ceci est particulièrement pertinent pour les entreprises de commerce électronique .
D'après la compilation de recherches du Baymard Institute, environ 69,23% des paniers d'achat en ligne sont abandonnés, ce qui signifie que pour 10 transactions.
Si vous êtes propriétaire d’une entreprise de commerce électronique, l’objectif est de réduire les taux d’abandon et de permettre aux clients de se convertir ou d’acheter leurs chariots abandonnés.
Comment Taux d'abandon des pistes
Google Analytics comporte désormais un onglet Conversions spécialement conçu pour le commerce électronique.
Une fois que vous l'avez configurée, accédez à Conversions> Commerce électronique> Comportement des achats. Vous y trouverez des informations sur les différentes étapes du parcours client pour la période que vous avez sélectionnée.
Ceci inclut les clients qui:
N'a rien ajouté au panier.Ajouté quelque chose au panier. Ceux qui ont abandonné à la caisse.
Le suivi de l’abandon des paniers à différentes étapes vous permet de surveiller tout changement inhabituel. Par exemple, si le taux d'abandon d'une étape est plus élevé que d'habitude, cela peut être un signe de problèmes d'utilisabilité.
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Cette fonction est utile pour vous permettre de déduire ce qui a influencé l'abandon du panier. Par exemple, si les visiteurs abandonnent leurs paniers à la caisse, il se peut que votre processus de caisse soit trop long, que les options de paiement soient trop limitées ou que vos f rais d'expédition soient trop élevés.
Comment optimiser / améliorer le taux d'abandon
Pour améliorer les taux d'abandon, AcquireConvert suggère une stratégie AVANT et APR, plus précisément:
Améliorez le processus d'achat AVANT que les gens vérifient ANDImplémentent une stratégie de suivi APRÈS qu'ils abandonnent leurs chariots
Assurez-vous toujours que votre site Web est sécurisé et fonctionne bien, avec des CTA claires.
De plus, bénéficiez d'un processus de validation rapide. Le géant du commerce électronique Amazon gagne beaucoup en raison de son processus de commande rapide, qui comprend la commande en un clic, les boutons en pointillés, etc. Envisagez également d’offrir un service d’invitation en caisse afin que les clients n’aient pas besoin de créer un compte pour effectuer un achat.
Enfin, évitez les surprises, comme les frais d’expédition. Les frais de port sont la raison numéro 1 pour les chariots abandonnés . En outre, pour éviter les surprises, affichez les indicateurs de progression des clients jusqu'à la fin du paiement.
Surtout, envoyez des courriels de panier abandonnés. En fonction de votre logiciel de marketing par courrier électronique, il est relativement facile à configurer.
Envoyez au moins trois courriels: le premier en une heure. S'ils sont un nouveau client, vous pouvez leur envoyer un code de réduction pour les encourager à faire leurs achats. Créez une urgence avec une offre urgente.
Réflexions finales: métriques d'engagement des utilisateurs
Il est important de suivre les métriques d'engagement des utilisateurs car un engagement accru est lié à une rentabilité accrue.
La bonne nouvelle est qu'un compte Google Analytics gratuit peut suivre la plupart de ces métriques et que toutes ces métriques sont interdépendantes. Cela signifie que l'optimisation pour une métrique peut aider à en améliorer une autre.
Pour de meilleurs résultats, concentrez-vous sur la création de contenu que votre public cible souhaite lire, avec des CTA claires. À partir de là, concentrez-vous sur l'optimisation de votre site Web et de votre expérience du site utilisateur.
Crédits de l'image
Captures d'écran: Pris par l'auteur
Indicateurs de performance clés de marketing de contenu: Votre guide pour choisir les bons indicateurs de performance clés pour le contenu