Unless you have a solid audience engagement plan for your website, you can’t write off success. Audience engagement KPI measures are the most important stats to measure as they showcase if your content strategy is in sync with user’s innate interest.
More the user engages with your brand, more the profits you will be able to reap. This is because engaged users more likely to buy and become repeat buyers.
Top 5 Audience Engagement KPI
However, you need to dive deeper into different engagement metrics and the way they function before deciding over user engagement metrics you want to track.
We are listing here some of the most common user engagement metrics you should take note of.
1: Pageviews
Pageviews are crucial metric when it comes to measure overall traffic a website is receiving. Among all the user engagement metrics to measure, Pageviews come on top. ‘Pageviews’ is an instance of a user visiting a particular page on your website.
Pageviews help marketers to grab insights into how often a website receives visits. The amount of the visitor traffic on the website indicates that you worked pretty well on user experience and SEO. Pageviews gives an idea whether or not people are enjoying your content.
How to Improve Pageviews?
You should be good at optimization best practices to improve Pageviews. There are many ways you can increase your website Pageviews.
- By Focusing on UX:
- There are multiple factors that impact the overall user experience on your website. Start with the website loading speed. Do note that users leave a website immediately and switch to other if it takes more than two seconds to load. To accelerate your website speed, fix the issues that are hampering loading speed. Optimize the content for mobile phones and switch to Accelerate Mobile Pages to ensure faster loading website pages.
- By Offering Engaging Content:
- Users will keep coming to your website if you provide them consumable content. Create a chain of viral and interesting content for readers. Engaging content compel readers visit your website time and again and consume enough of it. Produce highly informative and influential content optimized for search engines and readers both.
2: Time on Page
As more and more websites are producing informative and engaging consumable content on a regular basis, ‘Time on Page’ is an important metric that tells how much time people actually spend on content.
Technically, the 'time spent on page' audience engagement measures the time a user spends on a page on a website. Eventually, the metric is an indication of user’s interest in your content. Time Spent on Site is a metric that can be measured by the length of an average session over a specific time period divided by the total number of sessions over a specific time period.
How to Improve Time on Page?
You can optimize your website in different ways to enhance Time on Page. How much time users spend on a website is directly proportional to the amount of fair user experience website offers.
To improve the time on site, provide a varied range of valuable content on your website. You should also simplify the navigation for clutter free user experience. If you manage to optimize your website around these factors you can see a spike in overall time spent on the website.
3: Bounce Rate
Bounce rate is another important audience engagement metric that gives an indication of how your website content is able to engage your readers. This means, if your visitors are not sticking to your site and leaving it midway, then your content isn’t good quality.
Technically, the bounce rate on a website is the percentage of visitors that exit after only viewing one page. Visitors may leave your website if the call-to-action given on the website isn’t clear or they find your content stale, boring or indifferent.
Despite high traffic to your website if it’s high on the bounce, then perhaps your content isn’t engaging. You might have high traffic numbers, but if you also have high bounce rates, this means your content isn’t engaging enough to make website visitors stick around.
How to Contain Bounce Rate?
To play safe with high bounce rate, you start looking at the pages with low bounce. Determine the good things with such pages that keep them safe from the bounce. Apply those optimization techniques in the pages that are poorly performing in terms of bounce rate. To minimize the bounce rate, make sure that are producing great content that engages users. In addition, use internal linking to interconnect pages. It will help readers click through to other related pages on your website/ blog.
4: Top Exit Pages
Exit pages are those pages that a user last accessed before leaving a website. The metric measures the overall percentage of people that leave your website from a particular exit page. It’s beneficial to calculate the exit route. When you set a path for your visitors to visit, you can easily determine why the exit rate is such high for that exit route.
In some cases, marketers intentionally mark some pages like contact us or thank you Pages as exit pages. If analytics are showing high exit rate on these pages, then it’s an indication that customers completed the desired action.
The high exit rate may be occurred on primary pages for a number of reasons. It may be that the information given on the page is poorly organized or your page is missing a rightly integrated call-to-action button.
How to Improve Top Exit Pages?
Carefully planned user flow could reduce the high exit rates. Since top exit pages and exit rates are related to bounce rates, you have to improve your content posted on the page and need to enhance site usability.
5: Unique Visitors
Unique visitors are those who visits a website at least once during a given time period. The metric is an indicator of the number of individuals your website actually reaches. Tracking the unique visitor stats over a given time period will be an indicator that visitors are finding your websites.
How to Optimize Unique Visitors?
To get more unique visitors on your website, you should have a better idea about your audience. Unless you have understating about your audience, you won’t be able to take steps to explore a new/related audience segment. Keep promoting your website and share its content through relevant social media channels.
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Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.
