Engagement Metric

Engagement Tactic

1

% of non-home page entry visits :-

Your home page isn’t necessarily the most important page on your site. People might arrive on other pages so make sure your messages are distributed throughout the site.

Use run-of-site OVP messages :–

Use Online Value Proposition messages such as banners and adverts throughout your site, not just on the homepage.

2

Bounce rate:-

The percentage of visitors who enter a site or page and leave immediately.

Use a run-of-site signup :-

Place value-based messages throughout your site. See for example Thomson.co.uk.

3

Duration :-

Duration on site, or better, pages per visit.

Use heatmaps or overlays to assess engagement :-

Tools like ClickDensity look at what people click on and how soon. Helps you refine the clarity of your message.

4

Marketing outcomes :-

Assign values to outcomes/events and use them to assess the success rate, e.g. newsletter sign-up, 2 points; register CV, 5 points etc.

Get your scent right :-

Experiment with design or language variations to see what is attractive to visitors.

5

Micro or step conversion rates :-

Assess the effectiveness of your site and drop-off at every stage of the customer acquisition-to-conversion lifecycle.

Interactive sales advisors :-

Replicate the steps you would use in a physical sales situation, considering types of questions asked etc. and tailor responses to visitors accordingly.

6

Brand search term strength :-

Understand search behaviour on your site to see what is popular, what’s not, and also what’s missing.

Integrate news feeds into your sites for Search Engine Optimisation (SEO) :-

Add a constant flow of updated third-party content into your sites to drive traffic.

7

Email activity level :-

Use email communication for on-going engagement with customers. Check levels of activity and response.

Refined touch strategy :-

Develop a strategy that looks at message type, triggers, outcomes required, the right medium for messages and the right sequence etc.

8

Define activity levels or hurdle rates (for different activities) :-

Set metrics to review different types of user activity, e.g. number of new users in last 60 days, number of active or dormant users etc.

Personalise by activity or lifecycle of content in web or email pods :-

Offer users different messages depending on their status, i.e. message for new visitors will differ from message to regular, registered users.

9

Emotional response :-

Conduct benchmarking research with users to assess their emotional responses to aspects such as look and feel, design, messaging etc.

Multivariate testing :-

Test different permutations of buttons, messages etc. to see what the highest uplift is.

10

Outcomes :-

Beyond the use of analytics tools, play programmes to find out what people think, including aspects such as relevance, believability and likeability etc.

Use secondary navigation to highlight next steps :-

Use a combination of images and text for menus to invite users to do something else on your site.