Looking beyond your website’s leads will provide more context to the consumer journey. Find out which elements of your website – pages, products, copy, video, CTAs – are affecting click-through rates and use that data to prioritize updates and improve user experience.
Digital technology makes it easier to track how individual tactics help generate sales, down to the keyword level. However, when we look beyond sales and lead data, we get a much clearer picture of how consumers are interacting with content – like specific pages or an app – allowing marketers to provide a more tailored customer experience.
Websites capture a vast amount of consumer engagement data throughout the various stages of the consumer journey: any interaction with the brand, product, and/or service content is gathered in one place. Measuring these engagements can identify the content that drives conversions (and how users are generally consuming information) as well the underperforming content that should be weeded out.
Commonly Tracked Engagements
Tracking actions and engagements is no different from tracking conversions – is set up via event tracking on your website. Below are examples of commonly tracked metrics by NH:
- Scroll depth – are users reading the entire page of content?
- PDF downloads – are users interested in detailed content such as a brochure or a form?
- Video engagement – are users watching videos on my website and for how long?
- Form field engagement – what values do users input into the lead form?
Measuring Engagement Data Example
While the amount of data available seems overwhelming, it’s important to start with a question, to find out what data is necessary; that question should relate to a key business goal. For example, do you want to increase online sales? You can connect this goal with your website data by asking: which content or features are driving higher ecommerce conversion rates?
To help answer this question, the data must be tracked and gathered. Below are examples of content and feature engagements that could be tracked:
- Product page views
- Product review clicks
- Product brochure downloads
- Product filter clicks
- Site searches
- Image gallery clicks
Once the features are tracked, you should be able to see which content and features are leading to conversions. For example, conversion rates might be higher among users who interact with the video gallery compared to those who don’t. It’s also important to look at the combination of features, rather than looking at the effects of individual elements as it’s more likely that multiple actions are affecting conversion rates.
Another example of analyzing engagement data showed users who read product reviews were twice as likely to buy from an apparel website. Based on this data it made sense to display reviews more prominently on the page. 35% of the same website’s searches began on product category pages, suggesting that the product page navigation and imagery were not effective in routing consumers to the products they wanted. Updating the site’s navigation boosted the customer experience and drove more traffic to product pages. Significantly, in both examples, the engagement occurred before the checkout process and could have been largely ignored, had tracking been focused only on sales.
Analyzing consumer behavior this way also allows marketers to go beyond website optimization and use the data to build out marketing strategies. For another (non-ecommerce) website that relies on lead forms, the analysis showed that users who download product brochures have a 40% higher conversion rate. Based on this data, we created remarketing audiences to target users who downloaded brochures but did not fill out the lead form.
What Marketers Need To Know
Look beyond lead measurement. You will gather more contextual information about what lifts overall website engagement. This clearer picture can inform user experience and, most importantly, achieve the main goal of driving more leads and sales.