What Is User Engagement?
User engagement, also called customer engagement, is a term in search engine optimization that is used to describe the ways in which users actively interact with the site. It is also used as a collective name for the metrics used to measure how users interact with the content.
Are you struggling with low user engagement? Here’s what to do
Website clicks are pretty cool, but it will not matter if website visitors leave as soon as they enter. If you have low user engagement, you should do a site analysis to understand the exact problem.
There are three important test measures that you should use in a test:
1. Bounce rate
The speed at which visitors leave your site after visiting a page.
2. Average time on the site
The average time your site visitors spend on your site. Most of the time, when the average time is low, it shows that they are dissatisfied or uninterested in the web content.
An ideal average time is one that is sufficient for users to be able to fulfill the purpose of the website. That is, read your blog post, watch a video, subscribe to a newsletter, etc.
3. Average pages per visit
The sum of pages that individual visitors visit per session. It answers the question: are your website visitors interested in the content of your other web pages?
Why is user engagement important for SEO?
The purpose of SEO is not just to occupy top positions in Google search results and drive more profitable traffic to the site.
It is also about getting users to get involved in and interact with the content.
Clicks can happen by mistake. The interaction is always intentional and shows how interested the users are in the site’s content, products and services.
Increase user engagement by reducing page load time
A lot of websites on the internet are slowly loading websites. You have probably come across such websites yourself. You see a website that has what you are looking for, click on the link and it takes an eternity to load.
You have probably left such pages due to the slow loading time. Research shows that pages that load a second slower register a bounce rate of 55,8%. Now imagine those that are seconds slower.
Perform a page test to find out the loading time of your site. If your website does not load within two seconds, you should get rid of unnecessary elements on it to speed up the loading time.
You can also get plugins that delay images from loading until users reach the page area.
Inbound links – an important ranking factor
Inbound links are one of the most important ranking factors in SEO. This means that someone has read your content and felt that it was good enough and credible to use it as a source.
In fact, the most valuable interaction occurs when users:
- Encourages other users to interact with your content in different ways.
- links to your content.
- shares your content platforms that increase your reach.
Although social media sharing is not a ranking factor that directly affects your search engine optimization for Google, sharing drives more traffic to your website.
Improve the internal link structure of your website
Aside from making efforts to increase your site’s SEO ranking, having good internal linking makes the process of navigating your site seamless.
This will help you get more page views and a lower bounce rate.
The two are equally important for better user engagement. Use useful anchor texts to link the web page to other web pages on the site.
Here are some basics for internal linking:
- The anchor text for each link must be descriptive
- They must be hyper-relevant and specific
- Links should lead users to a brand new web page, not a page with similar content as the original web page.
But do not overuse internal links as it can displease both search engines and page viewers.
Dwell time – measures the efficiency of the search engine
Dwell time measures how long users view a web page before clicking back to the search results. This measure helps the search engines determine if the search results they produced satisfied the user’s needs.
In other words, for search engines, it is a measure of their effectiveness.
This means that the more time users spend on your site, the more credible it is considered in Google’s eyes, resulting in higher rankings.
Use A/B testing to choose the best tactics
The ultimate goal of this article is to show you the right strategy to drive your website engagement. That being said, the most effective strategy for your website depends on your target audience.
There is no universally effective strategy, but you can use A/B testing to compare strategies and see which one gives you the best commitment.
A/B testing is a useful tool for a growth-driven organization. It is important if the online property is a larger or smaller part of your customers’ point of contact, regardless of your niche.
By definition, A/B testing is an experiment that compares multiple versions of a marketing strategy, by checking for a few variables at a time.
In this case, the marketing strategy will increase user engagement.
To use A/B testing to test user engagement, you should test two strategies on your site and compare which strategy yields more results.
Use statistical analysis to determine the winner.
This is how you can measure user engagement
User engagement can be difficult to measure because you need to collect, track and analyze the right data. You also need to understand what the data shows.
Below are various measurement values that can be used to measure user engagement.
1. Number of page views
By researching how many page views your site has received over a specific period of time, you can see if user engagement has increased or decreased.
2. Clickthrough rate (CTR)
Before users can start interacting with the site’s content, they must first click on to the site. This way, you can start by measuring the website’s CTR.
It gives you an indication of how much basic engagement your site creates with the user.
3. New and returning visitors
New visitors are always good. This means more potential customers that you can convert into repeat visitors.
However, it is at least as important with returning visitors. Returning visitors are committed visitors.
4. Popular content
In Google Analytics and the Google Search Console, you can research which pages on your site engage users the most. This way, you can find out what type of content engages users and which pages you need to improve.
5. Average session length
The average session length gives you a clear idea of how long users have been on the site. Here, too, there is no good or bad value.
Session lengths should be seen as trends and can advantageously be tracked over time.
6. Bounce rate
By studying the bounce rate, you can see how many users go to your website and then leave it instead of clicking on the site.
However, it can be difficult to determine what is a good bounce rate, as it depends on the purpose of the site.
If the purpose is to meet the visitors’ information needs, then it can be considered positive that the user clicks into your site, reads the article and then leaves.
This means that you have met their needs. It can also be an indication that the user does not find what he is looking for.
It is therefore often more efficient to track both upward and downward rejection frequency trends and combine them with other measurement values such as session length.
7. Number of conversions
Conversion is one of the most important metrics as they clearly show how well you have managed to engage users.
Be careful not to fall into the trap of only measuring end goals such as the number of sales or phone calls.
Also track microconversions that help users move further down the sales funnel, such as signing up for newsletters, downloading or signing up for a webinar.
Handle hard things
You may be surprised at how handling negative user engagement can inspire positive user engagement.
When the user’s interaction gets angry, one of the worst things you can do is ignore it. Every form of social engagement is important!
Use negative attention to draw positive attention and showcase your brand’s ability to solve problems. It will show that there is a person behind the social profile who cares about his audience and invests in bringing the brand to life.
Getting page views is not enough to watch out for. You need people to get involved with your site, otherwise they will not make any significant decisions.
This article contains analyzes that you can take to study why you have a low engagement rate as well as some important tips to increase and increase user engagement to your site.