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Are you determined to succeed with paid advertising? If so, you need to understand that pay-per-click (PPC) advertising revolves around user behaviors. As such, you can garner more success if you track user engagement metrics.
In this article, we’ll explore user engagement analytics, showing you the important key performance indicators (KPIs) to keep tabs on in order to create more successful PPC campaigns.
In Google Analytics, user engagement metrics show you the actions that your site visitors take while on your website. By studying these actions you can develop a clearer understanding of the customer journey, which makes it easier to engage them.
The engagement KPIs you track will vary depending on your business, and your goals. For example, a blogger may focus on page views and session duration, while an ecommerce store owner would be more concerned with checkout actions and conversions.
Consider the following when deciding which metrics to measure:
There is a range of customer engagement KPIs worth tracking, all of which will help you optimize your campaigns. Let’s explore some of the most useful.
This is the average time users spend on your website. It is an indicator of how interesting or relevant your site content is. Higher average session duration is a good sign that people find your content engaging, whereas a lower value is a red flag that your content isn’t quite hitting the mark.
The bounce rate is when someone lands on your site and then leaves without visiting another page or taking any action. A high bounce rate indicates that your content is irrelevant. Other factors could contribute to this, such as:
This tells us how many people revisit our website. If there is a high number of sessions per user, it’s a sign that your website is useful to people and sustainable enough to foster loyalty.
If people spend more time on your pages you can be sure that your content is interesting, and that the traffic you receive is relevant.
When you see that people are visiting several pages in a single visit, it tells you that site navigation is fluid, which aids the user experience (UX). Moreover, the content is engaging, which encourages people to stick around and read more.
Conversions matter in paid advertising. If people don’t find your site engaging, your conversion rate may suffer. By optimizing your marketing funnel and the UX, you can boost conversion rates. Try bidding more on high-converting keywords, and cut any low-performing keywords from your campaign.
Which page on your site sends people running for the exit doors? Sometimes, one bad page can deter visitors. A high exit rate may be due to:
This is a major problem in ecommerce, as many people abandon their shopping experience after adding items to the cart. A high cart abandonment rate is a sign of a bumpy customer journey, which can be caused by a number of things, like:
One of the key marketing KPIs to track is the rate at which you find new customers. If this value is rising, that’s a good sign that your business is growing and becoming more popular.
Over time, people may begin to drop off and stop interacting with your business. To maximize your returns, you must seek to minimize the churn rate.
If it’s increasing, you should consider whether the frequency of your ads and emails – are you bombarding people? Strive for authenticity and credibility rather than constant contact.
This is the average time a customer care agent resolves an issue. It is a barometer of customer satisfaction and team efficiency, which makes it a crucial KPI to measure in your customer engagement analysis.
A lower value tells us that our team is responding well, and therefore the business reputation will benefit from great service.
Traffic arrives in a myriad of ways:
When you have a good strategy to track the customer engagement KPIs above, your campaign can benefit in several ways:
Knowing your audience is essential if you are going to succeed in any business. With great customer engagement analysis, you’ll have more chance of offering your customers what they want and need. You can create more detailed customer profiles, and develop targeted strategies that maximize your conversion rates.
The more you know about your customers, the easier you can make their journey to the checkout. This paves the way for a better UX, from your site navigation to your content, everything is smooth and streamlined.
Low session time and high bounce rate are red flags that your keywords aren’t striking a chord. Reviving your keyword list will help you attract more relevant, qualified traffic.
People want to read and share interesting useful content. By aligning your content and offers with the needs and interests of your target audience, you can build an audience that will help your business grow.
As you keep tabs on where your traffic is coming from, you can leverage the potential of sources like social media to build greater brand awareness. This helps you gain more traffic, and hopefully, more conversions.
Do you want to improve user engagement on your website?
By visiting the PPCexpo Reports Library, you can access our free reports to gain actionable insights into your campaign. These reports offer a deep analysis of key metrics, making it easier to understand your audience and your website so that you can bring the two together.
Visit our library today to boost user engagement tomorrow.
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