How to measure of online customer engagement.

How to measure of online customer engagement.


There are two way measurement of online customer engagement
 (1) engagement metric
 (2) engagement tactic

Now first we have to understand engagement metric

 1. Percentage of non home page entry visits: Your homepage is not necessarily the most important page on your site people might arrive on other page so make sure your message are distributed throughout the site.

 2. Bounce rate: The percentage of Easter who enter a site or page and leave immediately.

3.  Duration: Duration on site, or better, page per visit.

4. Marketing outcomes: assign values to outcomes events and use them to access the success rate. example:newsletter signup, 2 points; register CV, 5 points.

 5. Micro or step conversation rates: assess the effectiveness of your site and drop off at every stage of the customer acquisition to conversation cycle.

 6.Brand search term strength: assess the number of people searching on your brand name or URL through time to assess how powerful your brands in attracting new and repeat visitors.

  7. Email activity level: use email communication for ongoing engagement with customers. cheque levels of activity and response.

 8. Define activity levels or huddle rates (for different activities): Set matrix to review different types of user activity; example number of news users in last 60 days, number of active and domant users etc.

Now let's understand engagement tactic:

 1.Use run-of-site OVP messages: use promotional messages across the site that explain the essence of your offer ( not just on the homepage.)

2. Use a run-of-site sign-up: place value-based messages and calls-to-action prominently throughout your site. For example, many retailers use pop-ups to encourage opt-in with a discount offer on first purchase.

3. Use heatmaps or overlays to access engagement: tools like Google analytics show what people click on and how soon. h
Helps you refine the clarity of your message and calls-of-action.

4. Get your scent right: Experiments with design or language variations in hyperlinks and images to see what is attractive to visitors. For example, Dell has menu options to appeal to different sizes of business.

5. Interactive sales advisors: Replicate the steps you would use in a physical sales situation, considering types of questions asked, etc., and tailor responses to visitors accordingly. If a visitor dwells on a page offer for a long time encourage them to enter a chat session.

6. Generate awareness: This could be through above-the-line advertising online or offline or sponsorships, for example, to generate awareness. But previous visitors and customers will also search on your brand if they have had a favourable experience.

7. Refined touch strategy: Develop strategy that looks at message type, triggers, outcomes required, the right medium for messages and the right sequence, etc.

8. Personalized by activity or lifecycle of content in web or email parts: Offer uses different messages depending on their status, i.e. messages for new visitors will differ from messages to regular registered users.












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