There’s been a lot of web ink :) spilled on the subject of measuring user engagement. It is true there is no magic formula for measuring it, but take my word for it: when a user buys something from your web store, fills up a lead form, subscribes to your RSS feed or comments on your latest blog post, that user engages with your website.
Try to answer the following question: how well is your website doing when it tries to engage visitors that have a clear focus? I am talking about those visitors that land on your website by searching for a specific keyword on search engines, unrelated to your brand.
1. Start by setting goals for each action you deem means engagement
The following video will offer you clear details on how to do exactly that:
Here are a bunch of examples of actions on your website that can define user engagement:
- buying a product
- filling up a form
- subscribing to newsletter or RSS
- sending you feedback
- commenting on an article
- recommending you to a friend
- tweeting your content
2. Define a non-brand keywords visits segment: that is, visitors that land on your website when searching with keywords unrelated to your brand
If you have never created segments before, check out this video tutorial.If you are familiar with segments, dive right just in and define one just like in the following image:
3. Check out for winners and losers
It is time to check out how well your website is doing when it comes to engaging your visitors. Apply the above segment to your Google Analytics data and dive in the following report: Traffic Sources > Keywords. Filter for non-paid traffic and look at the Goal statistics, just like in the image below:
That’s about it. Now that you know, how do you plan to improve performance?