How to Increase User Engagement and Why It Matters

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Article by Quinn Frankel

What is User Engagement?

User engagement is any way in which a visitor to any of your websites and online stores takes action on the platform as opposed to browsing passively or exiting immediately to find information on a different site. 

How can I track User Engagement?

Google Analytics has some great tools that can easily be used to track engagement. 

In Google Analytics, when you go to “Audience” and then “Overview”, you can get an idea of how many total page views your site has received in a certain period of time. Page views also allows you to watch for any large fluctuations in page views to determine if users are drastically increasing or decreasing their engagement with your site. 

Under Behavior -> Site Content -> All Pages, you can find which pages/pieces of content on your site are engaging users the most. The list updates weekly and allows you to see how new pages perform. By using this tool, you can ensure that the main pages on your site are consistently drawing the same amount of visitors. 

“Time on-site” gives you a metric for how long users are spending on your site. There’s no set time that is either good or bad, but it’s more of a way to track how long your visitors are staying on your site over time. You’ll be able to observe how your session duration changes as you produce a wide variety of content. 

If you want to learn more about how Google Analytics can improve your business, check out our article here. 

How Can I Increase User Engagement?

Speed up Your Site + Make it Responsive –  If your landing page is too slow, your visitors will become impatient and they’re more unlikely to continue browsing on your site. If your site is up to speed, people will want to continue looking around.

Great, relevant content and smart internal linking – Help people find the content that’s most relevant to what they’re currently looking at on your site. One of the best ways to do that is through internal linking within pieces of content on your site.

Have a Site Search Option – If people can’t find what they need when they’re on your site, they’ll leave and find it somewhere else. Having a good on-site search option allows users to search for all the content available on your site to find the best fit to serve their own needs. 

User engagement is extremely important to the success of your site. When all your users’ needs are met by your site, they’ll spend more time on your site and increase engagement. If you have any questions about bettering your understanding of user engagement or making your site more user friendly, feel free to reach out to us here!

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