By having a better understanding of how visitors are engaging with your website, it becomes easier to determine what steps your brand should be taking to keep visitors around long enough for them to convert.
Google Analytics can provide you with a wealth of data but there are a few key metrics that will tell you how users are engaging with your website.
Measuring Engagement with Google Analytics
Here are the engagement metrics you should be keeping an eye on:
- Pageviews: Any time a user views a particular page on your site, it is counted as a pageview. A high number of pageviews indicates people are interested in what you have to offer. Providing a good user experience will help increase pageviews.
- Time Spent on Page. Track how much time the average user is spending on a particular page. Avg. Session Duration will tell you how much time a visitor is spending on your site overall.
- Bounce Rate. This is the percentage of users who landed on your site but only viewed one page before they left. A high bounce rate indicates that your site is not delivering on user expectations.
- New vs. Returning Visitors. Tracking how many of your website visitors return to your site within a particular time frame will tell you how popular or useful your content is.
- Top Exit Pages. Most brands want visitors to follow a certain path, so knowing what your top exit pages are will give you more details on why visitors may be leaving your site when they do. To improve your exit pages and rate, you will need to rethink your content and make sure your calls to action are clear.
- Conversion Rate. A high conversion rate is what all website owners want but if this metric is not what you want it to be, there are a number of tactics that you can employ to change it, ranging from changing the colours of your CTA buttons to including an explainer video on your landing page – this is where A/B testing comes in handy.
By tracking these key engagement metrics, you’ll be one step closer to boosting your bottom line and your brand’s reputation.