Tuesday, 7 January 2014
Measures of online customer engagement
1. Percentage of non-home page entry visits:
Use promotional messages across the site that explain the essence of your offer, which is your OVP messages.
2. Bounce rate:
It is the percentage of visitors who enter a site or page and leave immediately. Place value-based messages and calls-to-action prominently throughout your site, such as newsletter sign-up.
3. Duration on site, pages per visit:
Use heat maps or overlays to access engagement, which helps you refine the clarity of your messages and calls-to-action. e.g. ClickDensity
4. Marketing outcomes:
Experiment with design or language variations in hyperlinks and images to see what is attractive to visitors.
5. Micro or step conversion rates:
It's the effectiveness of your site and drop-off at every stage of the customer acquisition-to-conversion lifecycle. Using interactive sales advisors to encourage visitors to entre a chat session.
6. Brand search term strength:
It's the number of people searching on your brand name or URL through time to assess how powerful your brand is im attracting new and repeat visitors. To generate awareness, it's suggested to use above-the-line advertising online or offline or sponsorship.
7. Email activity level:
Check levels of activity and response for email communications. Refined touch strategy on message type, triggers, outcomes required, the right medium for message, and the right sequence.
8. Define activity levels or hurdle rates:
Set metrics to review different types of user activity, in order to personalise by activity or lifecycle of content in web or e-mail pods.
9. Emotional response:
Conduct enchmarking research with users to assess their emotional responses to profiling your users. It's suggested to use multivariate testing.
Find out aspects such as relevance, believability, and likeability. Use secondary navigation to highlight next steps.
Posted by Kiki Chiu