Measuring and Improving Reader Engagement
Search engine optimization, website design, usability, content… these are all aimed towards another bigger goal, which is reader engagement. How successful are you in catching your readers’ interest, so much so that he decides to stay longer? Are you able to lead him into making the steps towards the goal of the website – to generate leads through inquiries or sign-ups or better yet, to lead the readers into buying your products?
It is important to measure your success (and shortcomings) in the area of reader engagement so that you know where to concentrate your efforts towards improving your website. Here are some of the common metrics used in measuring reader engagement:
– Pages per visit. Do your readers simply visit the landing page and then leave? Or do they explore other pages in the website? A result of more than 2 pages per visit or upwards is already a good indication of excellent reader engagement.
– Page bounce rate. This measures the number of readers who visit a particular page and then leave without interacting with other pages on the website. This means that they have bounced back to their search results or to another website. This should be kept low, ideally under 70%.
– Time on site. How many minutes does the reader spend on the entire website? A longer time indicates that the visitor is reading the content. Ideally, time on site should be at least one minute or longer. A short time on site may point towards high bounce rates since a specific page fails to capture the reader’s interest.
– Average time per page. This indicates whether visitors are simply bouncing off a given page or take time to read it. A page does not have to always contain lots of text and the desired length of time you would want a visitor to spend on a page may vary, depending on the goal of the page.
– User flow. This shows the path through which a reader navigates your website. You should be able to see how they come in (i.e. through e-mailed newsletters, a Tweet that links to your blog or through a banner ad) and which pages they visit after. The information you gleaned from this is very useful in seeing how engaged your visitors are with content. And since you know the path they take through your website, you can start strategizing about how you can more effectively funnel them through the website and into sign-up or purchase.
– Pages per session. This shows the number of pages a visitor goes to for every visit he makes to your website. This is useful, especially when you use this along with the average time a person spends per page. It can indicate whether you are able to provide the visitor with the information they need or perk their interest into seeing new information.
– Visitor frequency and recency. How often does a particular visitor go to your site and return to your site? How long has it been since their last visit? The more frequently visitors come to your site, the more successful you have in engaging these visitors. This is especially true if your website or blog publishes content on a regular basis.
– Conversion. This is about that first step the visitor (and hopefully, a potential customer) makes towards starting a relationship with you. This can come in the form of sign-ups for your newsletter, calls to your sales office to inquire about a product, sharing your content through their social media accounts or enlisting into an advertised event. Conversion rates indicate how effective a particular element of your marketing efforts are in reaching and engaging a customer to your content.
About Adaptivity Pro
Do you want to know if your website is effectively engaging your readers? Do you want to strategize and implement ways to improve engagement? Then Adaptivity Pro is your partner of choice. Adaptivity Pro has been in the business of providing website-based services including Utah SEO, web design and internet marketing. It boasts of a solid team of Utah web design experts, writers, artists and programmers who can cater to your every website requirement.