Customer Engagement

Customer Engagement

Engagement Learning Objectives

This post is about to define what is customer engagement, recognize our customer gets engaged through content and functional features, discuss micro conversions and the metrics used for its measurement. identify. Our Remarketing is an important strategy of engagement. When we think of engagement, the first thing that comes to mind is often content.

Defining What is Customer Engagement

Customer Engagement refers to the ability to move the needle from Mercury’s Yahzee an interest toward purchase intent. In this lesson, you will learn how customer engagement is an important aspect of the customer lifecycle, and the step that ultimately should lead to a conversion.

Top Marketing Strategies For Customer Engagement

We touched briefly on search engine optimization under acquisition, and we bring it back here since the content in all its shape and form like images and videos, product descriptions, and reviews remain the most critical elements, which can convince people to convert. While engagement used to be only or mostly about content. Now the concept has grown to be a much more complex mix of technical site architecture and performance, as well as author page attributes such as trust, Eastery level of interaction, and many more, each of which will impact how your content ranks in search results. And as shown in the period Periodic Table of SEO success factors created by Search Engine Land.

While we talk about SEO, we can demystify two terms you might have heard blackhat SEO aims to break or circumvents the algorithms essentially cheat the system to rank higher in search results. While white hat experts primarily target the human audience instead of the algorithm.

If you aim to engage with your audience, if you are customer-centric, you will win in the long run. While visitors of your website consume information about your company and your products, data can reveal how much they are engaged.

Signals Of Customers Engagement

What are the signals of customers engagement? Now that you’ve gained attention from prospective customers, how do you entice them with the right offer? Engagement is demonstrated in various ways, which can be measured. They came to the site and didn’t go away immediately.

Viewed pages on site is the number of page views.

This stick around long enough is the duration of a session.

They do something that signals a greater interest level, so you can track them with events and goals.

Customer Engagement With Content And Functional Components

Functional Components Of Apps And Websites.

Measuring engagement through soft metrics like pageviews, sessions, bounce rate and time on site is a bit risky. There are many scenarios where these metrics could lead to misleading interpretation. Over the years, we have found there are a number of functional patterns on websites and apps.

For example, there are sometimes promotional items on the homepage of your website. Many sites have a site search feature, sometimes with advanced parameters. There’s a newsletter subscription workflow. There are some ways to contact us built-in price tool to help you choose the best configuration. There are social follow links. And for E-commerce. There’s obviously a shopping cart and purchase workflow.

Micro Conversion

Those smaller steps towards conversion can be considered as micro conversions. Some examples of micro conversions are doing a product page as opposed to just any other page on the website. Signing up for your newsletter might be a good micro-conversion, creating an account downloading a white paper following you on or sharing on social media. And those micro conversions are often measured as goal completion completed steps to a funnel, and of course, the conversion rate of those specific activities.

Using Your Web Analytics Platform

you can look at the goals and measure micro-conversions. In this case, we’re looking at a Google Analytics report where we see the channels on the left, and three major groups have metrics for acquisition, behavior, and conversion.

On their acquisition, we have basic metrics, like how many users can decide how many of them were new users, and how many sessions that represents.

On their behavior, we have the basic metrics of bounce rate, pages per session, and session duration.

The third group is interesting because we can define a specific goal for what we consider to be an engaged user.

In this case, we can contrast and compare different channels’ efficiency to actually lead to the desired outcome. If we look again, at our acquisition and channel reports, we have identified what are the relevant signals of engagement, you can even define a goal for engaging users. In this example, from the Google merchandise store, we see actually that organic search rings most users but somehow referral has the lowest bounce rate, higher page per session, and the longest session duration. The custom-defining engagement indicator is the highest. Isn’t this interesting? What does it tell us? Again, your web analytics solution is where you will uncover a goldmine of useful information to optimize your digital marketing campaigns. Sometimes the engagement can be fairly high before we can even expect a conversion.

Retargeting

If you can identify visitors who have accomplished something specific on your site but haven’t completed your primary objective. You can remark it to them with a targeted offer on other sites they visit. This powerful marketing tactic leads to a reduced cost per impression. better conversion rates, improved return on investment, more precise targeting of your audience. If you can identify visitors who have accomplished something specific on your site but haven’t completed your primary objective, you can remarket to them with a targeted offer on other sites they visit. This powerful marketing tactic leads to a reduced cost per impression. better conversion rates, improved return on investment.

More precise targeting Have your audience and cost effective branding. This can be done through Google Display ads. For example. Once a specific user action is detected, you can specify the targeting criteria and launch a specific campaign for this audience. You know, when when you feel an ad follows you everywhere you go on the web, this is often the result of retargeting. Marketers using this tactic should avoid over exposure and set a maximum exposure or a delay. There should also be a way to identify when the user as converted and stop trying to sell them. Instead, service them or grow the share of wallet. Remember, a marketing campaign should always be tied to desired outcome, which can be measured.

Complex Engagement

Here’s a fairly complex example of engagement. Many websites offer some kind of product configurator. Think of mobile phone services, travel, automotive, or as in this case, a super cool off road vehicles from BRP. To canon off road for VRP CanAm. Even if you can’t purchase online, you can still configure your dream machine. As with the automotive industry, the actual purchase decision is often done online.

Consumers often come in with a very high level of expectations. They want clear answers and are very well informed. Such a process should lead to a contact your nearest dealer, save your dream machine printed, share it love it. But there’s more to this as you ever configured your dream car, then realise it was way too expensive.

What do you do next? You will make compromises. From a marketing standpoint, knowing what I called the last compromise as a huge value and passing it on to the dealer who will know exactly what to upsell can have a huge financial impact.From this example, the build your own process is a website conversion, the closest point to a business outcome, but obviously, the real business conversion is a natural sell. So this concludes the section on engagement.

Key Points of Customer Engagement

The engagement step of your customer lifecycle is where you need to demonstrate your product or service can answer your product customers your prospect customers needs and desires.

Mapping the content and functional components of your website or app against personas and the customer lifecycle will help you identify micro-conversion which demonstrates progress toward conversion.

A micro conversion is a small step on the path of a user towards your primary conversion goal or business objective.

Leverage retargeting to reinitiate the communication with prospective customers who have accomplished specific action, but use this technique wisely.


 

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