Getting your customers and/or prospects to take action is the whole point! But, what is the action that we want them to take? And, how can we measure those actions to be sure that they are taking them?
If you are running an e-commerce store on your website some of the measurements can be pretty obvious. Product viewed, product put into the shopping cart, product paid for, product reviewed. But what do you do if your calls to action aren’t as obvious?
Content Is A Great Tool
Most of the time when measuring engagement we look to activities such as filling out a contact form or downloading a paper or some type of a file from the website. These, like putting a product into a shopping cart are pretty straight forward measurements.
But what about the engagement that can happen without the customer filling out a form? As an example, if someone reads your “about us” page from beginning to end (measuring scroll), they are certainly “engaging” with your company. Or, if someone plays one of the videos on your site, that too is a pretty good engagement indicator.
So, even if you don’t have a store on your site, keep your content relevant and current then measure the engagement that you’re getting from your site’s visitors in areas that show that they are interested in your company, your people, your products or your services.