Track this Online Metric Above All Others
If you’ve read our previous blogs, you know that interactive and connected experiences allow consumers to engage with your website and receive something of value. If you’ve taken all the right measures to ensure that consumers are able to easily navigate your website and get value without pauses or disruptions, then it’s clear you’re on the right track. Of course, even if you’ve done everything right, that certainly isn’t an excuse to “set it and forget it.” There’s always room for improvement!
Although your website is theoretically receiving top-notch conversions from your website, there are almost always things you can do to improve upon those results. One primary online metric that every organization (yes, including yours) can and should be examining is “Engagement Score.”
For those who are unfamiliar, “Engagement Score” is the overall online metric used to calculate the engagement your website is receiving.
The score is made up by taking the average page visits per session, multiplied by the unique website visitor to lead conversion percentage (drop the percent) and multiplied by the average number of registrations (for experiences a lead interacts with). In a nutshell, the higher your engagement score is, the higher the quality your leads will be and the more leads and sales you’ll receive.
Now, you’re probably asking yourself: “How can I better leverage and improve my website’s engagement score?” First, take a look at what overall website metrics you should be reviewing, and then we’ll delve a little further into how you can improve those specific areas:
1. Traffic to Click
The first online metric you’ll want to review is “traffic to click.” In order to appropriately review this, you’ll need to evaluate how effective your calls to action (or CTAs) are at getting clicks. If you’re not giving consumers a reason TO click on your CTAs, then chances are slim that they’ll even take the time to give you their personal information.
So how can you improve your website’s “Traffic to Click” ratio? Here are a few suggestions:
- Personalize CTAs based on source/medium – For example, you’ll want a CTA on the initial landing page to be different than a CTA on the “Thank you” page at the end of a Trade Appraisal experience.
- Utilize consumer profile data to personalize messaging based on their shopping preferences. No two website visitors should be receiving the same messaging, incentives or even CTAs.
- Utilize interactive hover effect, animation and responsiveness. In general, people are drawn to elaborate visuals. Make sure that your CTAs stand out and don’t blend in with the rest of the page.
- Test, test, test and test some more. Leverage all the data you have to make educated strategic decisions.
2. Click to Conversion
The second website metric to review is “Click to Conversion.” As you continue to get clicks on your CTAs, you’ll need examine the Click-to-Lead conversion on each CTA on your website.
One thing that’s important to remember is that percentages can significantly vary depending on where those CTAs are placed and how they’re presented. Here are some ways to improve this specific metric:
- You’re bound to see a higher Click-to-Conversion rate on an interactive experience than you are in a static lead form.Interactive experiences often provide immediate value to consumers without the interference of a salesperson. Static forms, however, don’t provide immediate value and it often results in a salesperson getting in touch with the person who submitted the form. Because this is common knowledge, a consumer has less incentive to fill out a static form — thus, they don’t convert.
- Changing the way you ask for contact information can have a major impact on click-to-lead conversion by as much as 15%. It’s in your best interest to switch things up your messaging and continue to provide excellent offers to consumers.
3. Average Number of Experiences Per Lead
The third online metric to keep an eye on is “Average Number of Experiences per Lead.” This is where you can judge how deep your website traffic is engaging with your website experience.
How many tools and/or resources did an actual “lead” (someone who submitted their information) go through before deciding the give up their information? Assuming that consumers are perusing your website to conduct research, they’re likely going through several experience and going to different areas of your website.
Here are some tips for improving this specific website metric:
- Offer more resources: The more types of interactions and premium content available, the more likely you’re going to have something for every website visitor. Make sure to cast a wide net because your consumer base is relatively diverse.
- More education around tools: Web visitors won’t use what they don’t know is there. Depending on where a consumer is on your website, make sure to offer up the most logical tools for them — and be sure to explain their benefits.
- Focus on Connected Experiences: The design and flow of your experiences should always encourage an easy next step that improves their experience and pushes them further down the purchasing funnel.
- Make it Interactive: With the exception of your website’s foundation (which should look the same to everyone), experiences should be personalized and consist of two-way communication between the website and consumer.
- Keep it Smart. Your website should be able to anticipate whatever it is your consumers want to do next. If you have an understanding of what most people do after completing a certain interaction or experience, you can make it so your website offers the next best possible step.
4. Average Time on Website
Average time on website is another important website metric you should be tracking. The longer visitors spend on your website, the more likely they are too convert into a sale.
That being said, make sure that you have enough engaging resources on your website for visitors to leverage for an extended period of time.
5. Traffic Source Measurement
Not only should you understand where your traffic is coming from, but you should absolutely understand the quality for each source it’s coming from. Which sources are converting leads at the highest rate? Eliminate traffic sources that don’t produce an acceptable ROI.
Once you enable your website to give a better connected research experience, you will start seeing improved results — more specifically, a better engagement score. Consumers today expect a guided shopping experience online.
This requires you to offer them valuable resources, add connected and seamless tools on your website, and personalize the overall experience for consumers by remembering the information they already shared with you throughout their visit and when they come back to your website at a later date. These are the best, surefire ways to improve your website’s engagement score and improve your site’s overall performance and ROI.