What Audience Engagement is & Why It Matters
Audience engagement is, simply, how much your site visitors are interacting with your website. This is important because audience engagement directly correlates to users taking action. The more users are moving through and finding what they need on your site, the more likely it is that they will sign up for an email, buy a product, or get in touch with your team.
To get a sense of how “into” your site the audience is, Creative uses the latest tracking technology to evaluate important engagement metrics: time spent on site, visitor return rates, and bounce rates. We use this data to refine users’ experiences so your website is always performing at its best.
How does audience engagement relate to user experience?
The better your site’s user experience, the better your audience engagement. When Creative designs a user experience, we craft a site that is easy to understand, simple to navigate, and guides users to the actions they want to take. When interacting with a website is seamless and easy, users won’t get frustrated and go somewhere else.
What is a bounce rate, and is it bad?
A bounce rate is one metric that can be used to measure audience engagement. A user has “bounced” when they look at one page of your website and don’t trigger any other actions (like going to another page or filling out a form). If a site’s bounce rate is high, that means people are finding it, but they’re not doing anything on the pages they land on.
A high bounce rate could be a problem, depending on what kind of site you’re running and what your other metrics say. The best way to know for sure is to have your site undergo a user experience evaluation to determine whether it’s an issue that needs to be fixed.
Why is it important to measure time on site?
Just like the bounce rate, having users stay on your site longer is a KPI determining value to a visitor. If a visitor is watching videos and moving smoothly through the visitor journey, this means they are spending more time interacting with your website.
Ultimately, all audience engagement metrics are best evaluated by experts who can see all of them together and who have an understanding of user experience to be able to hypothesize why the numbers are the way they are.