Thursday, 3 November 2016

How engagement does not always lead to conversion

Webmaster and markers always strive to get engagements on their website and campaigns. A typical mindset of “more the engagement, more the the conversions” may lead to nothing, but broken aspirations.
More engagement does not mean more conversions every time. It is a big myth which most of the successful marketers say but never discuss its con side.

What are the type of engagements?
By analyzing how effectively users engage with a website, page and online content, you can predict their intentions of converting. There are different ways of engagements which users can interact to.

Website Engagement: A very important metric  for website engagement is your bounce rate. If the content is  truly engaging, people will explore your site further and further engage by sharing it on social media using social share buttons. A second factor is your site’s page-load speed. If your website takes too long to load, bounce rate will definitely increase.

Landing Page Engagement: This engagement is measured by how much time a user spends on a landing page or how many clicks you get on a form field. On a landing page, the only motive is to achieve a conversion goal like sign-up, purchase, download etc.

Social Media Engagement: Social Media Engagement can be measured by the number of likes, shares, comments, and mentions content gets. Is the content getting shared, are your fans commenting and discussing over your content? This is how you can judge your relationship building efforts on social front.

If you want to increase your conversion rates, it is very essential to know which metrics matter for you the most and  how well people move through your engagement funnel. Find the points where they stop moving or drop out of your funnel, and test for solutions.

It is not necessary of every engagement to convert, as there will be certain dropoffs or loopholes in your conversion funnel which can make them deviate or drop off. It is also possible of them to engage just because of their interest, this means the engagement is right but the source from where engagement is coming may be wrong.

It’s better to concentrate on the source and the flow rather than concentrating solely on quantity of engagement.
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