Scroll Tracking Like a Boss
You might know that people are visiting your website (as indicated by page views), but are they scrolling down its pages and actually consuming the content being presented?
Fortunately, all it takes to determine this is by leveraging scroll tracking and there are many scripts and stand-alone solutions to make it really, really easy to implement - particularly if you're using a tag management system and one of the traditional Web or app analytics solutions.
Keep in mind that scroll-tracking is best used on long-form Web pages (not those short and sweet types) - a better option for these might just be an engagement timer.
One of my favorite scroll tracking scripts is from LunaMetrics. The script adds scroll tracking to every page of a site and sends events to Google Analytics. By default, it tracks users' depth at different marks (10%, 25%, 50%, 75%, 90%, and 100% marks) but can be customized.
Another popular option among Web professionals is the scroll depth plugin from Parsnip. It too monitors key scroll points and send a Google event for each one. The plugin can be used with any analytics service that supports events.
There are of course several other options including scroll tracking scripts from Peak Conversion.
If Web professionals are investing in content, then they owe it to themselves to know how well that content is capturing the attention of the audience. Scroll tracking provides a very interesting method to do just that.
Have you ever used scroll tracking, and if so, has it provided any useful insights to your enterprise?
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