Insights from the Tactical to the Strategic
Even as Content Marketers begin to focus more on quality when producing content, we still need to quantify how well we're doing with the audiences we're targeting. How do we know that the content we've created is resonating with them? How do we measure their level of engagement?
Visitors, clicks and bounce rates only tell part of the story. Short of eye tracking and mind reading, how can we infer our audience's level of interest? How can we know exactly what they are looking at? Did they actually interact with the page? Did they scroll beyond the fold? Did they watch that video, or enlarge a photo?
Fortunately, there are ways to track all of these things so that we can create a clear picture of what works and what doesn't, especially when measured over time and with a large sample size. Below are 5 ways to get the complete picture.
You’ve probably landed on hundreds of pages, looked at the first paragraph and thought to yourself, “This isn’t what I was looking for. Go fish.” As a data analyst, I am much more interested in the leads who actually read the entire article (i.e., scrolling to the bottom of the page). By tracking page scrolling data, you can narrow down leads to who is actually reading what you have to say, rather than just landing on the page and clicking somewhere else.
Ever load a page in your browser, then the phone rings, or you grab a cup of coffee? Time on a page can be very misleading without knowing how much time someone is active on that page. Scrolling, clicking, and typing are some of the signs that a human being is engaging with the page. When we measure these, we add context to the length of the page view.
While we directly integrate the above measures into Mura Experience Platform, the next few items are custom implementations that extend your view of user engagement.
User activity on a site is not always linear. For example, I typically start by reading the intro of a product feature page, then scroll to the bottom, and finally return to the middle. In traditional analytics tracking, you may not know that out of 3 minutes on a given page, I spent 2:30 reading about one feature in particular. Tracking where someone spends their time on the page gives you unique insights into what they see and what draws their interest.
When you reach the bottom of your Facebook feed and see the little spinner while it loads more posts, you see a sign that the page is sending an asynchronous request (AJAX for short) to the server and returning more data, without the page having to reload. This is a common practice on websites so that users can load additional data or complete tasks without having to wait for the page to reload. This can be a missed opportunity for lead data since most of the time the AJAX action isn’t recorded with the page load. Tracking asynchronous activity allows you to know just how deep someone goes into an asynchronous page.
Many websites have user-toggled activity--such as tabs, accordions, or video plays--that is not captured on a page load. By binding these toggled events to a leads activity, you can learn which items users actually engaged.
Once you start capturing this additional engagement data, you can tie custom events to your leads, painting a much clearer picture of what they are doing on your site. You can use this data to make sure the story you're telling is reaching, attracting and engaging your audiences.
In my next post, I'll show you how to tie custom events to individuals and send them to a Marketing Automation system (in this example, Marketo), giving greater insight into their habits along with the opportunity to tie interactions to their lead score and more.