When it comes to analyzing your website engagement, it’s easy to become obsessed with values and monthly changes in keyword impressions, page visits, click through rates and bounce rates. These are great base metrics, but do they tell us the whole story on how well our strategy is performing?
In addition to the base measures, there are several underlying metrics that matter. These metrics will help you gain a deeper understanding of your brand’s performance:
1. Time spent per page
In the fast-paced Internet environment, users will read only about a quarter of the text on the pages they visit. They will spend just a few seconds on a page that doesn’t have a visual attract or a clear call to action. If a page is too difficult to navigate and users aren’t getting the information they need fast enough, they may end up spending too much time on the page. For optimum user interaction, use your best judgment to make interactive, well structured pages. “Was this page helpful?” button also helps determine the level of satisfaction with your website.
It is all about sharing and engaging with your brand’s loyal fans! Twitter and other social media are great forums for building a community of brand evangelists who are willing to share your posts and tweets with their friends. To determine the virality of your content, remember to track your retweets, shares, favorites and comments. The more, the merrier!
3. Exit page/last page visited
Users who come to your website and visit at least two pages are showing significant interest in your brand. They may be inclined to stay on the site to learn more, but where do they exit and why? Is there a page on your website that accounts for more then 5% of the total exits? If so, that page needs revisions. Adding a clear call to action, a graphic visual or even rewriting content will help reduce exit rate.
4. Human response lag
Automated responses such as “Thank you for contacting us” can be a turn-off for those users who care enough to interact with your brand. Measure the amount of time it takes to respond to the potential client – whether it’s a sales inquiry or sending a helpful link – and then shorten it. Track the type of inquiries you receive and draft standard email responses that sound like they come from a human on your team. You will notice an increase in user engagement with your website.