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Basic User Engagement Metrics to Know for Web Design

Posted on 9.07.2016

:: By Alastair Brian, FMEModules ::


Between juggling personal and professional responsibilities, website visitors can hardly find time to dig deeply through various online stores to purchase exactly what they are looking for or read all the benefits of a service. 

Since they are busy, preoccupied, and looking to save time and money, a website that does not meet their expectations immediately is one that they will quickly leave to never return. Designers play a pivotal role in keeping them on a site and buying. Check out some of the basic user engagement metrics to know and how to design to improve them:

1. Time on page

Time on the page represents the total time a user spends on your website that starts from the time he or she lands and stays until leaving the page. There can be many factors for the increase or decrease in time on page, but Web design can play a primary role in it. 

An attractive design helps users find different options and understand the website structure to reach different products, services or content pages. It depends on the industry whether time on page is better high or low. Publishers, for instance, want people to stay on a page - reading all the content - whereas a retailer wants people to quickly add items to their cart and check out. 

2. Pages per visit

The pages per visit metric represents how many pages a user browses in each visit. A higher pages-per-visit rate means that customers are digging for more information (e.g., more products, more articles). An appealing and interactive design helps users find information related to their desirable products or services. One can easily examine the user interaction of a website by comparing the number of impressions with total sessions. Web design can play its part in guiding users to other pages and increase pages per visit (e.g., recommended products or articles). 

3. Bounce rate

The bounce rate shows the percentage of people who leave the website only visiting a single page. About half of people expect a Web page to load in 2 seconds, and a delay will increase bounce rate. Among the various factors that affect the bounce rate, poor presentation can be the one we associate with the Web design. Your marketing efforts are useless if a user clicks through a tweet, visits your product page, but leaves due to an improper design. You can evaluate and alter the design of the pages from where most of the users exit the website to lower the bounce rate and improve user interactivity. 

4. Repeat visitors 

Business success is not only about new visitors because repeat visitors show how much loyal customers trust you and re-order your products or services. It also counts toward user engagement as they are either an ardent admirer of the store items, or a well-designed Web structure attracts them to shop again and again. All the design elements are on the right track if you are continuously serving repeat customers. 

5. Clicks on related stories 

User engagement is not only necessary for online stores, as bloggers equally need interactivity to make more out of their posts and articles. To grab customer attention and guide them to reading posts, website owners add blocks and sliders to display related stories and products. And, then evaluate user engagement by the number of people clicking the related content. 

6. Custom feedback 

The most effective strategy to know about user interactivity is to connect with them and ask for feedback. You can do it either in the live chat, review any feedback through forms, measure the queries your customer service unit receives or conduct email surveys. It may seem to be a bit time-consuming, as it brings in real results to the front, which will need to be acted on. 

7. Evaluating channels

You might be busy promoting and marketing products, but unaware of the different user behavior from various channels. The design template of your email newsletter, notification, reminder, or a thumbnail that appears on social media contributes toward the user interactivity. For example, if a post or ad on Facebook shows a blurred design or an email does, it's unlikely they will click through and buy. 

8. The use of varying devices 

By analyzing the number of varying devices people use to browse your business website, you can understand what investments need to be made. A responsive Web design plays a vital role in making a Web page consistent on all screen sizes so that the users are engaged rather than leaving because of the cluttered content. 

9. The number of Exit pages 

A higher exit rate of a Web page means a website lacks the appeal that catches user attention. One of the core reasons can be an improper design that is not in compliance with the content and purpose of the Web page. For example, designing a simple black and white themed page for baby products, which are considered to be more colorful and entertaining. 

10. Sales or Revenue

Spending too much on designing is meaningless if you are not able to achieve sales and revenue targets. The ultimate goal of user engagement is to sell products and services and earn money. Web design that is helpful in elevating the search engine ranking does not make sense if it fails to draw customers' attention and create a momentous user experience. If your marketing team is reporting higher rankings and continuous traffic, but lower conversion rate, then you need to evaluate the content and Web design of your website to make it more useful and appealing.


Alastair Brian writes for "FMEModules" (https://www.fmemodules.com/en) - a brand well known for top of the line reliable PrestaShop Add-ons, themes, extensions, and services. Follow him on Twitter and LinkedIn.

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