When you meet a bunch of people at once, what do you do?
Do you try to get to know each and every one of them, or do you scan the atmosphere, and connect with the ones you feel closer to you?
Do you know why it was easier for you to engage with those people?
Their clothes, their way of expressing themselves, even their clothes and style felt closer to you – or to what you want to be.
So why would it be different for a website? Do you think that people would spend hours on a website that they didn’t quite get at the first glance, just to make sure that it’s really not the one?
In an age where there is always another option for something, people got used to scanning a thing before engaging with it.
To survive the ‘’scanning’’ process, you either have to stand out, or be extremely specific about your niche.
Let me help you discover together what might be best for you and your website to have amazing website engagement rates.
What is Website Engagement?
Website Engagement is a metric that allows you to understand how much your users interact with your website, and how likely they are to adopt it. While many people confuse website engagement with click rate, website engagement is a more specific metric that tracks more details than just the click rate.
The main purpose of increasing website engagement is to increase the value that your website brings to the user.
As you may guess, the more value the users get, the more likely they become to adopt and promote your website.
Why is Website Engagement important?
Having low website engagement rates means that you might be putting your money into something that won’t pay you back.
Even how fast your images load will determine the outcome of your efforts. And if people can’t engage with your website, they won’t be staying long, or buying what you are selling.
Let me put it in different words:
- People are quick to judge when it comes to websites: It only takes seconds for a person to decide whether or not they want to spend time on that website, or they are going to bounce right away. Investing in website engagement and UX will not only keep them longer on your site, but it will also give you an advantage in terms of SEO rankings.
- The usage of mobile devices is increasing rapidly: With the improvements on mobile devices and a technology that fits into your hands, people switched from desktop to mobile to do their basic searches. Keeping users engaged on your mobile device will make all your rates fly high.
- Engaged users mean promoting users: Highly engaged users are not only a source of positive feedback, but they also attract more people to you and your product/website. Since it’s 5 times more expensive to acquire a new customer than retain the existing one, leaving the promotion part to your happy customers will be a win-win for you.
And as for proof, here we have:
10 Website Engagement Statistics and Benchmarks
- It takes 0.05 seconds for users to conclude on an opinion about your website, determining whether they like it site or not, whether they’ll stay or leave. (Taylor & Francis Online)
- 57% of internet users say they won’t recommend a business with a poorly designed website on mobile. (sucPUB)
- 38% of people will stop engaging with a website if the content or layout is unattractive. (Hubspot)
- 85% of people think that a company’s website on a mobile device should be as good, or even better, than its desktop version. (invision)
- 39% of people will stop engaging with a website if images won’t load or take too long to load. (Hubspot)
- ESPN.com revenues jumped 35% after they listened to their community and incorporated suggestions into their homepage redesign. (invision)
- It takes 2.6 seconds for a user’s eyes to catch an area of a website that most influences their first impression. (CXL)
- 70% of small business websites don’t have a Call to Action (CTA) on their homepage. (Business to Community)
- If given 15 minutes to consume, two-thirds of people would rather read something beautifully designed than something plain. (Hubspot)
- A study found that 94% of negative website feedback was design-related. (The Real Business of Web Design)
6 Website Engagement Metrics to Track Right Now
Tracking certain metrics is the most solid way to see if you are doing everything correctly.
Having numbers and visible data in your hands allows you to see when you did something really good and when you failed to please the users.
So, tracking metrics for website engagement will save you both time and money, while you add analytics to your skill-set.
Don’t forget, though, trying to maximize all these metrics at once might not benefit you since each of them aim for different outcomes, and have different aspects.
So here are the 6 most useful metrics that will help you have an insight into your website engagement rates:
1- Bounce Rate
Bounce rate is the percentage of visitors that land on a page and then leave without any other interaction. It can be useful to see if you have an unappealing landing page or not, but it is also interesting to track the bounce rate on individual posts and see if they do better over time.
This metric will tell you how many people left your site after viewing a single page, as opposed to tracking the number of people who viewed only one post.
Higher bounce rates show that the quality of your content is not high enough or your website design is not attractive enough.
That’s why it’s good to monitor bounce rates from time to time and make sure there are no major changes in your website’s design and performance.
2- Pages per session
Pages per session is based on all sessions for a set time frame, including multiple page views by individual visitors in one session. This metric can be useful to see if people are reading the additional posts that you write or just view one post then go away.
The Pages Per Session metric is very important because it allows you to see if users are browsing your website in a linear way or not.
If they are following the path that was intended by the content strategy, then this number should be high.
3- Conversion Rate
Conversion rate is the percentage of visits that result in a transaction (purchase). For an e-commerce site, this can be expressed as revenue (or another financial metric) per visit; for other types of sites, it may be goal completions or newsletter sign-ups.
This metric is very important for you to track because it will give you a way to measure your success with gaining new customers or goal completion.
You can also improve conversions by working on the content experience, including page-level engagement metrics such as time on page, average pages per session, and scroll depth.
These are the three key factors you should keep in mind when measuring your conversion rate:
- Your conversion goal (for example, did they purchase an item?)
- The number of people who have converted or completed that goal.
- If they purchased a certain product, which products they purchased during that session or over time.
4- Exit Rate
Exit rate, or your exit pages metric, tells you which page the visitor left from. Similar to bounce rate, it can tell you which posts do not engage your audience and need work.
This number is especially useful for blog websites that produce multiple posts daily or weekly. You want to make sure that users are actually engaging with your site.
5- Top Exit Pages
Which are the pages where people lose interest, or maybe find what they are looking for?
Do all people leave when they come to a certain page? Is it because they are done, or they got bored?
Tracking your top exit pages can give you insight into your strongest and weakest pages – though the interpretation is still up to you.
6- Average Session Duration
Average session duration is the total time (in seconds) divided by the total number of sessions. This metric is very useful because it will tell you how much time your visitors spend on your website during average sessions.
It’s important to keep an eye on this metric so that if the number of time users are spending on your site starts to decrease, you know that changes need to be made.
6 Ways to Boost Website Engagement
1- Invest in good UX
UX or user experience design might be the most crucial part of being a good website.
After all, with easy access to information, people nowadays cannot be tricked with only shapes and colors that stand out.
Even google, a search engine that consists of white space and a few buttons only, felt the need to switch to a more engaging interface.
Let me show you what I mean:
If the shapes, colors, and texts that you use don’t make your visitors want to stay on the page, I would suggest you ask for help from a UX designer.
2- Make sure your website loads fast
As I mentioned before, it got too easy to access information nowadays.
It came to a point where people started counting milliseconds of their time as a big waste.
While this is the case, it shouldn’t be surprising when I say that the most important thing about website engagement is the load time.
Normally, it should take 2 to 5 seconds for a website to load. But with so many websites that load under 2 seconds, any second that takes longer might cost you a lot of potential users.
Now you tell me, if you know there is a substitute for the website you are trying to explore, would you wait for 6 seconds every time you click on something?
So, to reduce your load time, you can:
- Compress the images and the files that you use on your website,
- Optimize the images to avoid loading one image more than once,
- Avoid excessive amount of bouncing between pages on your website,
- And avoid using render-blocking Java-Script. If not possible, at least minimize the usage.
3- Provide more content for the users
Did you know that longer content actually results in higher engagement rates?
That’s because it takes longer for a person to consume the content, therefore, stay longer on the page.
Which brings us to the main point: everyone can use a paraphrasing tool and add some gibberish into the content to make it longer, but that is not the kind of ‘’long content that engages’’
You need to provide quality content that is slightly longer than a copy text, and make sure to deliver value to the user with it.
While the ideal content length differs from website to website, here you can learn what strategy you might follow.
4- Make the website navigation as simple as possible
First things first, which website seems more worth your time?
It’s not only about your design, it’s more about UX.
Can users easily understand what your niche is and the values you provide?
Can a first-time user easily find an answer on the website, and navigate themselves to the desired next page?
Do you have enough CTA’s to lead the user for a purchase/signup?
Put yourself in the shoes of the user, try to observe the website from outside.
And most importantly, ask your users what they liked and what they didn’t. Conduct NPS surveys and ask for feedback.
5- Be aware of different segments of your user persona
If you are not a micro startup that has one sole purpose of existing, then you have to have different methods to communicate with different users.
For instance, if the user is wandering through the ‘’how to’’ content, show them a popup that shows how they can solve the problem using your website.
If the user has been looking at one landing page for longer than a couple of minutes, send them an automated in-app message, asking if they need help.
6- Make sure to provide easily accessible further help
Hypothetically speaking, even if you can’t provide perfect personalized experience for each persona, or if your navigation is not the clearest that exists, you can cover up for it.
Why not incorporate a live-chat feature, a help center, or a resource center.
This way, you will have users that are happy because they didn’t even have to worry about solving the navigation system.
The key point to successfully using a resource center is making it visible, though.
You can check out our resource center at the right of the page, here 👉
Best Website Engagement Tools You Need in 2021
Heap Analytics is a production-ready web analytics platform built on React and GraphQL by Heap.
“It’s been great being able to measure the impact that every new feature or change has had on our users.”Rian van der Merwe, CTO of TeePublic
About: Heap is a simple and powerful analytics platform that you can use to measure user behavior and understand your customers.
Pricing: Free up to 25,000 actions/month.
Actions: Heap beats Google Analytics, Amplitude, and Mixpanel in capturing user behavior from users who have not been to a website before. On average, over 30% of your website sessions come from first-time visitors, and these are the customers you can’t afford to lose.
Besides, Heap is a free product and can be used to:
– Spot bugs proactively by understanding the impact they have on your users.
– Uncover hidden sources of revenue or unowned channels.
– Find out why customers abandon carts and take corrective actions such as offering discounts.
Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. It is part of the free Google Analytics 360 Suite, therefore offers advanced features for up to 500 million monthly visits.
About: Google Analytics is one of the leading web analytics services on the market with tons of integrations (e.g., data warehouses) and support.
Pricing: Free up to 500 million events per month for non-enterprise accounts.
– Users’ interactions, which are analyzed by using various user interaction events that are logged when a user visits any page on your website.
– Site configuration data, which is collected once per site session about how users interact with elements on your webpage. This is provided by using the virtual pageview feature in Google Analytics.
– Custom variables, which are used to collect additional information about users or sessions that can be helpful for understanding your data.
Optimizely is a web experimentation platform that allows users to test changes to their website with real users in an effort to identify small changes that are likely to have the biggest impact.
About: Optimizely is one of the most powerful A/B testing tools on the market , allowing marketers at various organizations to optimize every stage of the customer journey.
Actions: Shows one data point per visitor, which is a unique identifier for any browser or device.
Pricing: Optimizely comes with three pricing tiers that include enterprise features such as custom reports, integration support and more. The Basic plan starts at $17/month, Pro from $79/month, and the Enterprise package is $349/month.
HubSpot is a marketing, sales, and service platform that helps companies attract visitors, convert leads, close customers and grow.
About: HubSpot lets marketers monitor every stage of the customer journey with real-time reporting across all channels (e.g., email, social media).
Actions: HubSpot beats other leading marketing platforms, such as Pardot and Salesforce, in terms of ease of use. Marketers who are new to the platform take only about an hour to set up their first campaign, compared to close to five hours for the average marketer using Pardot or Salesforce.
HubSpot collects a various amount of data, such as:
– Users’ interactions, which are collected by using visitor and traffic logs that record actions users take on your site.
– Site configuration data, which is collected once per site session to provide you with information about how users interact with elements on your web pages.
Pricing: Free up to 25,000 visitors per month.
It’s 2021, almost the end of a pandemic, and people realized how valuable their time is. No one spends hours discovering a website.
This is the exact reason why many websites don’t get high engagement rates.
Because they are old-fashioned. They don’t attract your attention at the first glance.
You don’t have to spend long hours and vaults-full of money to have an outstanding website with high engagement rates. There are really simple strategies and tools to help you out.
Check the statistics under the related heading if you need more proof. 😄
And don’t forget, spending for your engagement rates is an investment that will lead to profit on the long run.
Frequently Asked Questions:
How can you get more customer engagement on your website?
There are some really simple strategies to quickly and easily increase your website’s engagement, such as lowering your page load time, having a good UX design, or displaying and referring to related content. You can more in-depth strategies in the article.
How can I track engagement on my website?
There are multiple metrics that you can trace to get a clear understanding of your website engagement rates, such as bounce rate, click rate, or DAU/MAU rate. Keep in mind that those metrics are unique within themselves and you shouldn’t try to track them all at once.
What does engagement mean for a website?
Website Engagement means that your users are happy with your website and are willing to spend more time on it, and are more likely to recommend it. Website engagement is not the same as visitor rate, but visitor rate is a metric that helps you understand your website engagement rate.