User engagement metrics are important to track because increased engagement is linked to increased profitability. For best results, focus on creating content that your target audience wants to read, with clear CTAs. From there, focus on optimising your website and user site experience. Engaged visitors are more likely to buy, become returning customers, and share their experience with other people.
Page-views are the most basic of all user engagement metrics, measuring an instance of a user visiting a particular page on your website. A higher number can be assumed to be an indicator of interest and good SEO practices since search engines are often the biggest drivers of traffic to websites.
Gaining an understanding of how much time people spend on your content is another important metric. The time spent on page tells you how interested users are in a specific page on your website. The average session duration refers to the total time spent on your website.
Note: Google Analytics cannot track the time spent on the exit page. If a visitor spends 10 minutes on a website but does not visit another page, Google Analytics records the session duration as 0. As such, the values of average session duration and time spent on page are only an indication! Focus on comparing your current website statistics to your past data.
The bounce rate is the percentage of visitors that leave after only viewing one page. If people are leaving without taking action, then your content and offer are not what users expected. Look at pages with high engagement and low bounce rates and provide a great user experience.
Exit pages are the last pages visited before leaving a website. Some pages are designed to have high exit rates, like your contact page. A high exit rate on a non-exit page can be caused by poor site usability, poor content or a missing Call-to-Action. Carefully plan the user flow!
Another way of measuring interest is pages per session or the number of unique page visits per session. A high pages per session count shows that your website visitors looked around, engaging with your website. A page with high pages per session – but low session duration and bounce rate – can indicate difficulty in navigating your website.
Page (or scroll) depth measures how thoroughly the audience consumes the content by tracking where on the page they stop reading. If the content is easy to read, people will go further down the page. It is assumed that the further people scroll down A page, the more they want to consume the content. You have to install the Scroll Depth Google Analytics plugin to enable tracking. Another option is to use Google Tag Manager.
Tracking and comparing unique visitors over a specific period tells you whether any new visitors are discovering your website, or if your traffic comes from returning users. If you revisit a website within two years, you are considered a returning visitor. If your returning visitors metric is low, you have work to do to get people to come back again.
A high conversion rate tells you the percentage of website visitors that complete specific actions. A dedicated tab on Google Analytics allows you to analyse data based on goals, attribution, or multi-channel funnels. There’s an option specific to e-commerce.
Abandonment rate is the percentage of carts abandoned to the number of initiated (or completed) transactions. The goal is to keep abandonment rates low, and for customers to convert or purchase from their abandoned carts. Most importantly, send abandoned cart emails!
You have to determine which specific user engagement metrics make the most sense for your business. Google Analytics is one of the most comprehensive free analytics software tool available to track them.
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