I’m still generally stunned that companies find thinking about measurement so difficult, and tend to either leave it to the last minute, or have nothing in place to effectively determine the success of something, and as a consequence have no method to improve on the ROI.
As marketers in a digital age, we’re far more fortunate than our offline counterparts in that we have, at our disposal, a multitude of tools, that allow us to measure success and further optimize the user experience.
Figuring out who your engaged visitors are, can be quite the challenge. The problem is, there is no straightforward answer, and there certainly isn’t a single metric to define it.
Engagement is an estimate of the depth of visitor interaction against a set of clearly defined goals – Eric T. Peterson (Web Analytics Demystified)
As the previous statement suggests, the reality of it is that engagement comes from a number of different criteria.
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?
There is a lot that can be measured these days, and getting the key success messages out can be difficult. Couple that with the misconception that it’s just about the web site, and the task just got harder.
Here’s five tips to help communicate your measurement results to stakeholders.
Many companies struggle putting together an effective digital measurement strategy, often due to the lack of resources and/or the lack of understanding how it can provide an effective return on the investment. But you can demonstrate an ROI, that will far outweigh the costs incurred, if you spend the time and effort in putting a solid strategy together.