Analytics for Participant Engagement, what’s not working
Understanding SEO basics and how to use analytics for participant engagement initiatives is invaluable.
Every process, activity, expense, and action you take is directly affected by what you do or don’t do to maintain your (global) web presence and brand identity. Marketing, sales, growth, client acquisition costs, participant engagement costs, and more are all directly impacted. Understanding efforts and impact on business is how, where, and why you were found. Most importantly found by whom? Realistically, most costs relate to identifying, engaging, and keeping customers & potential customers in your office. Your virtual office today is your Brand and Website.
Technical and non-technical factors impacting analytics and engagement.
Tools for Analytics for Participant Engagement
The most import analytics for participant engagement & behavior: Visitor Statistics.
What are the types of data that you can easily gain access to, analyze, and establish actionable outcomes?
- Total visitors: This number lets you know how effective your marketing campaign was at driving traffic to your site. This is determined by looking at pre and post campaign numbers. This is important to get an understanding of, initially. This stat identifies how many people were reached and moved to action by the messaging.
- Unique visitors: New customers gained from the campaign. What worked in attracting new potential customers?
- Returning visitors: It may seem that the above measurements would give you a full view of your success. Not quite. New visitors or “leads” are very important, as these are your unique visitors. Just as, if not more, important is to keep them coming back.
- Page views: Total number of pages a visitor viewed or interacted with. Quality content will drive this number, which should be higher (hopefully much higher) than unique site visitors. If it is significantly higher your new audience is finding your content, engaging with it, and finding it helpful. Hopefully this just made a new visitor into a returning reader.
- Search engine traffic: This number communicates to you how many visitors you got from the various search engines. Optimizing for search engines like Google and Bing.
- Bounce rate: Website visitors that left (bounced) without visiting any other pages. There are plenty of opinions of what is considered a good bounce rate, make is simple and target 40%. If it a is much higher number, it’s time to take a look at content and ensure it is providing value to visitors.
- Conversion rate: This percentage conveys how many visitors took the exact action you lead them to take. The action could be any one of several different things as”conversion” doesn’t always have to mean purchases, encouraging people to sign up to get freebie, for example. On average conversion rates in most niches are between 2% to 3%.
- Traffic sources: Allows a direct tie to channels & campaign success when building future marketing campaigns.
- Inbound links: The number of external links received from other sites and blogs. A big number is good and shows visitor engagement with the target audience. This is important information as it shows what is working. Inbound links are directly related to/indicator of better content and rank in search.
- Average time on site: Internet marketers understand that we only have a few seconds to make an impression on visitors to our site. Measuring the average time on site during and after a campaign gives us valuable information about the quality and helpfulness of the content we offer. If visitors stay on our site for an extended period, we know we are providing our target audience with the answers they are seeking out.
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