6 User Engagement metrics That You Should Focus On in 2023
When it comes to boosting the sales of a business, web marketers tend to focus on attracting new leads to the website. This is definitely an important aspect of marketing. But the outcome will not be fruitful unless you have something on the website to captivate and impress the visitors.
Engaging visitors is the prime need if you plan to boost leads and improve your conversion rate. In fact, this is the sole reason for developing new content marketing strategies all the time. You need to track the user Engagement metrics if you want to get a clear picture of the buyer’s journey and how to maximize conversions.
⮚ Measuring user engagement
User engagement is precisely, the level of communication between the user and the product, brand, or service that the user is interested in. The result is available in the form of a metric. It will help your company to assess how you are meeting the requirements of the customers and the customer satisfaction rates.
The high value of user engagement implies that the users are happy with the web content.
Low figures indicate problems in the website or the contents, that are hindering the company'r growth.
You can use various parameters to gauge user engagement, including satisfaction scores, retention rates, social engagements, and the list goes on.
You may be familiar with customer engagement, but user engagement is somewhat of a newer concept, evolving from the popularity of the digital world.
User engagement will focus entirely on the interactions between the product or service and the user. But customer engagement is more about analysing the relationship between the customer and the company.
⮚ Benefits of user engagement metric
There are several reasons why you should perceive the metric of user engagement as a critical factor. The benefits include:
Identification of the issues that you have to address
Determining the pain points and areas where you need to improve.
Getting an insight into what the users may want and need.
Aids in decision-making regarding the product development
Accurate measurement of the success of any marketing campaign.
Track the customer satisfaction rates.
When you notice a decline in a particular metric, you can immediately start analysing the factors that can probably cause dissatisfaction among potential customers.
⮚ Important metrics you should look at in 2023
The list of Engagement metrics is considerably long. So, here are the top metrics that you should consider in the upcoming year, to boost the growth of your business.
⮚ #1. Social engagement metrics
The popularity of social media platforms has become a boon to business owners for promoting a company. But you should gain valuable insights into the metrics of social engagement to know how customers are perceiving your brand.
There are many ways to measure the metrics of social media engagement. The following are the most important ones:
Customer response rates
Rate of audience growth
Rate of social media engagement
Number of comments, likes, and shares of the posts
Traffic to the site
The calculation of this metric involves dividing the total number of people interacting with the brand’s content by the number of users who view the content.
By tracking this figure, you can learn how much effective is the content.
⮚ #2. Stickiness of users
It's necessary to know how often the users are logging into the apps of a company. You can measure it in three ways:
WAU: weakly active users
DAU: daily active users
MAU: monthly active users
DAU is ideal for companies that want to track how frequently the users use your product in daily life. MAU and WAU are responsible to track the frequency of users using the product monthly or weekly.
The ratio of MAU and DAU will help to ascertain how often the customers use your product on daily basis relative to their use on monthly basis.
⮚ #3. Rate of Churning
The churn rate indicates the percentage of customers who have stopped doing business with your company within a certain period.
It is a potent key metric for maximum businesses as it will directly affect revenue generation. If the churn rate gets higher, it indicates that the company is losing more customers than gaining new ones. This will definitely cause a decline in revenue.
But a low churn rate will imply better customer satisfaction and brand loyalty.
⮚ #4. Retention rate
The retention rate implies the percentage of customers who will remain active for a long period and continue to be your customers in the next period too. It’s a great way to know how the business is successfully retaining customers.
It will help you to learn the things that the customers are liking to stick to the brand. Also, you can work on improving these factors further.
⮚ #5. Page views
It’s essential to measure how many times a user is viewing a particular page of your website. Tracking your page views will help you to know the exact pages on the website that the users are liking the most.
If you notice that a particular web page has a significant number of views, you can easily understand that the page is useful to the clients.
But when you see low views of a page, you can start improving the contents and structuring to make sure that the customers start liking the updated version.
⮚ #6. Length of Session
The session length is the duration that the user spends on your application or website in a single visit. It is vital to track these as short session lengths prove that there is nothing much to engage the users on the site.
In contrast, the higher average session lengths will indicate the sweet spots of the site.
⮚ Know the metrics
With the help of Engagement metrics, you can finally understand the factors that can draw the attention of users to the website. Also, you can understand how to captivate the visitors to make sure that they stay on your page and visit the site frequently.
Tracking the metrics will aid in improving the website according to the demand of the users to enhance lead generation and conversions.
