Dave Chaffey

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How engaged are your site visitors?

• Dave Chaffey
• Consultant
• cScape Customer Engagement Unit

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About Dave
guru a religious leader or teacher in the
Hindu or Sikh religion or, more generally, a
person who is respected for their knowledge of a
particular subject and who gives advice
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Agenda

• What is customer engagement?
• Repeated interactions that strengthen the
  emotional, psychological or physical investment
  a customer has in a brand
• 1 So how do we measure it?
• 2 How can we improve it?
• 3 Which tools should we use?

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Engagement metric 1 of home-page entry visits

• Definition
• Percentage of site visits that enter via home
  page
• Example
• 4.7/57 9

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Engagement tactic 1Use run-of-site OVP messages
OVP Online Value Proposition
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Engagement metric 2Bounce rate

• Definition
• of visitors who enter a site or page that
  leave immediately

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Engagement tactic 2Use a run-of-site signup
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Engagement metric 3Duration

• Two ways of measuring this
• Duration on site (or page) - skewed by average
• Pages per visit

Source ClickDensity
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Engagement tactic 3Use heatmaps or overlays to
assess engagement
Source Eyetools
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Engagement metric 4Marketing outcomes

• Call them what you like
• Value events (Omniture)
• Conversion goals (Google)
• Assign values to them use to assess referrers
• Examples for a recruitment company included
• Saw search entry page (1 point)
• E-newsletter sign-up (2 points)
• Registered CV (5 points)

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Engagement tactic 4Get your scent right!
Do you have the right scent?
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Engagement metric 5Micro or step conversion
rates
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Engagement tactic 5Interactive sales advisers
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Engagement metric 6Brand search term strength
(across multi-touches)
Source
Fast customer lead
Complex customer lead

• Free search tools www.davechaffey.com/seo-keyword-
  tools

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Engagement tactic 6Integrate news feeds into
your sites for SEO
http//news.cheapflights.co.uk/flights/
www.londonstockexchange.com/en-gb/pricesnews/inves
tnews/
Direct News feeds created by www.adfero.co.uk/news
feeds
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Engagement metric 7Email activity level
Need to assess list activity by these metrics by
quarter or year
Source UK DMA National Benchmarking Survey
(www.dma.org.uk)
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Engagement tactic 7Refined touch strategy
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Engagement metric 8Define activity levels or
hurdle rates (for different activities)
(A)
(B)
(C)
(D)
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Engagement tactic 8Personalise by activity or
lifecycleof content in web or e-mail pods
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Engagement metric 9Emotional response
Source cScape
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Engagement tactic 9Multivariate testing
Source Maxymiser
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Engagement metric 10Outcomes, Buzz Advocacy
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Engagement tactic 10Use secondary navigation to
highlight next steps
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In case I missed anything
This is adapted from Neil Masons of Applied
Insights (www.applied-insights.co.uk)
Acquisition, Conversion, Retention approach.
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Its not that easy
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Do you have the best toolsets?
E-mail Service Providers(ESPs)
Real-time test/ personalisation
In-house?
E-commerce Vendors
Web Analytics Vendors
Marketing Automation System The One
Enterprise Analytics
(E-)CRM Vendors
Ad optimisation behavioural
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Thank you!

• Any questions or comments, do e-mail me
• dave.chaffey_at_marketing-insights.co.uk
• Subscribe to my E-marketing Essentials, monthly
  briefing on Whats New in E-marketing
• www.davechaffey.com