Here are some fun questions for you. What is an active user? What’s that status of your current customer engagement? Do you know how to measure customer engagement? Maybe ‘fun’ wasn’t the best way to describe those questions. But don’t worry. That’s exactly what we’re here to explain. Customer engagement metrics and what you need to know about them.
1. Time Spent on the Page
Here’s the problem with time. People don’t have enough of it. And now here are some clichés which, unfortunately, are very much true. The internet is fantastically vast, and there are literally billions of interesting websites out there that make users feel like kids in a candy shop. What does that mean for you? That you have to earn the time a user spends on your website.
Therefore, if you see that your customers spend quite some time on yours, then you can high five yourself. But not too hard. Don’t be a dork. You have done a fantastic job. Even though this is not what we would call an actionable metric, it is a sign that you are doing things right.
2. Pages per Visit
Figuring the number of pages per visit can tell you how easy to navigate your content really is. As a general rule, the more pages a user sees in one visit, the better it is for you. If you want to figure out this number, all you have to do is divide the entire number of page views by the number of visits for an allotted time.
However, there is one thing you need to consider. If you get many visitors to your website via social media websites, then they will take what they came for and leave. Therefore, this will not act as a page per visit booster.
You might also like – The Customer Journey – Mapping Out User Engagement
3. The Retention Rate
We cannot possibly talk about customer engagement metrics without mentioning the retention rate. In laymen’s terms, it stands for the percentage of users that will return to your website over a period of time. If you calculate it over a period of 1.7 or 30 days, it can help you determine the longevity factor in the market.
Retention campaigns typically take longer before they can produce any results. That’s because they have to do with relationships, loyalty, and engagement. The results all of these yield cannot be seen right away and are a bit trickier to measure.
This is also why a retention campaign is different from a customer acquisition or a lead generation one. The latter produce results right away which you can see and measure as soon as they are out in the open.
Customer engagement metrics such as the retention rate, pages per visit, and the time spent by a customer on a page will help you improve your marketing techniques and, ultimately, your sales. Let us know in the comment section below what other customer engagement metrics you know and use and why.