E as in engagement. E-spot is the mix of timing and website elements that make a visitor convert (buy, sign-up, fill in a form, etc). With some users, the E-spot is reached very easy while with others there is just rejection or bounce.
Engagement is one of those things everybody wants but few can really define in a measurable way and if there is no measure, there’s no scientific way to act on it. How do you go about finding, measuring and acting on the E-spot of your website? Here are a couple of suggestions:
Dig deep into data. Segment.
Being a web data segmentation freak helps as Engagement is best understood when looked at from different angles and perspectives. Sales are an undisputed proof of engagement as well as “I want to know everything about what you do” forms for generating leads.
Most of the times customers and leads are somewhere way under the 2% of all your website traffic but this doesn’t mean they can’t be profiled:
- How many times did they interacted with your website before buying
- What page was the most convincing for converting them (the $index metric)
- What were their traffic sources before converting. All of the traffic sources from first visit to the last one
- How much time do they spend on your website
- What are the most viewed products and categories and which are the most bought ones
We are getting closer to the E-spot. However, it’s not a black and white thing. With some users it might take much more to find themselves engaged with your product/brand/website as they are interested in trust, values and stability.
It’s time to look for the secondary actions users do on the website. Segment for their behavior and you are most likely going to find a secret path towards the E-spot. I suggest looking for the behavior of:
- email subscribers, before and after subscribing
- users commenting on blog posts or rating products
- users contacting you for more details
- users trying out a demo or downloading a free product (trial, ebook, brochure, white paper)
The stronger the interaction with a user, the more chances of a long and healthy relationship.
Give personality to the data. Personas.
Give a name to the typical user that engage with your website. Try to imagine who she is, how she behaves, what makes her feel good and why she comes to your website. Emphasizing is key to get other users alike join your website.
For every element you put on the website, how will she respond? Is “10$ off” going to make her click or is it a “Good for the environment” badge? Is price what makes her click and buy or is it what your products make her look or feel?
Gain popularity. Social Media promoting.
Your visitors will make you look cool especially if you help her be cool. Share your visitors likes and dislikes, events she is interested in or simple stuff she wants the world to know about her. It sounds like a high school thing but I believe it works.
Some of the biggest brands out there sell (and sell a lot) because everybody wants to be like them or the “personas” the brands look after.
Your turn now. How do you measure and act on visitor engagement?