This is the third (but not final) post in the series on Visitor Engagement. One of the problems with the Visitor Scoring method that I previously described, is that, at the end of the day, you’re still somewhat limited to viewing scores at the “average” level, by segment.
That presents a number of challenges because the average is precisely that…and the underlying scores vary dramatically within each segment.
But there is a way to see what each and every visitor score is, or even within the different segments…and it’s called the Unique Visitor ID. You can see at the visitor level, how many times they’ve returned, how many “things” they’ve done, such as searches, product views, revenue etc.
This is really the icing on the proverbial cake.
This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.
Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.
Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.
Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.
Now, there’s a hot topic. Measuring engagement. One of the most widely debated topics in web analytics.
What is engagement and how do we measure it?
Engagement, unfortunately, is not derived from a single measure. It’s not time on site. It’s not how many pages they viewed. It’s not bounce rates and it’s not about conversions.
Engagement is about a lot of things. What is an engaged visitor and how do you measure engagement?
One of the most powerful ways to enable an audience connection is through behavioural segmentation.
Many companies today segment from a business standpoint. Don’t get me wrong, this is a good strategy and aligns your measurement and optimisation strategy with your business segmentation model.
Customer / non-customer segments. Product A owners / product B owners. Mosaic-based segments. Geographic segments. Lead / Non-lead segments. These are all typically business-based segments, and you should definitely be segmenting using this methodology if your overall business does.
But I think there’s a higher level of segmentation – behavioural segmentation. Read on to see how we easily achieved this.
We’ve all got forms on our websites. And chances are, you have multi-page forms. But, do you know how they’re performing? Do you know where people are abandoning your forms? If you knew that, what could you do? There’s lots of ways to track forms but they vary depending upon what you need to accomplish. Multi-page forms, which are very common these days, are slightly more complex from a measurement standpoint, but you definitely want to get some insights into these types of forms. In this post, I look at various ways to review form abandonment, from SiteCatalyst Fallout Reports, to using Discover Fallout Reports, to the Form Analysis plugin.