Email
SMS
Whatsapp
Web Push
App Push
Audience Sync for Ads
Popups
Channel A/B Testing 
Control groups Analysis
Frequency Capping
Funnel Analysis
Cohort Analysis
RFM Analysis
Signup Forms
Surveys
NPS
Landing pages personalization 
Website A/B Testing 
PWA/TWA
Heatmaps
Session Recording
Wix
Shopify
Magento
Woocommerce
eCommerce D2C 
Mutual Funds
Insurance
Lending 
Recipes 
Knowledgebase
Developer Docs
Product Updates
App Marketplace
Academy
Ebooks
Case Studies
Blog
Templates
Shivani GoyalMarketing teams utilize digital strategies to engage with potential customers and promote products and services. Therefore, it’s useful to track how many people interact with you online so you can measure the success of your marketing efforts.
Understanding customer engagement metrics and knowing how to track them may help you improve your digital marketing strategy. In this blog, we will discuss the top 14 customer engagement metrics and why it’s important to track these metrics to enhance your marketing efforts.
Contents
Why Should You Track Customer Engagement Metrics?
Numerous marketing teams track engagement metrics to comprehend how users interact with their online content. By comprehending a person’s viewing and interaction habits, you can modify the design or content of web pages to enhance engagement.
This engagement may improve the likelihood of customers making online purchases or taking other actions, such as subscribing to an email newsletter. When you understand your audience’s online viewing habits, you can utilize this information to improve your digital marketing strategy.
For instance, you may develop strategies to attract new users or prompt repeat customers to visit the website more often. You can also choose methods for converting website viewers into customers.
14 Customer Enagement Metrics to Ensure Success
1. Net Promoter Score (NPS)
Net Promoter Score measures the likelihood of a customer recommending your products or services to their friends and family. In today’s online world, friends, family, or colleagues’ thoughts and preferences are the biggest motivators for buying something products. NPS is also a great way to explore how your service can publicize itself.
You can leverage a survey to ask whether people would recommend your business to others on a scale of 1 to 10, 10 being highly likely, then NPS is calculated as:
Where promoters rate your product 8-10, and detractors place it 0-7 out of 10.
You can create surveys using NotifyVisitors. Surveys can also be sent via email campaigns to measure this metric, as customers can answer easily.
2. Customer Satisfaction Score (CSAT)
The Customer Satisfaction score is calculated based on customer satisfaction and overall experience. It shows the retentivity of customers and their probability of repurchasing products.
The collective responses will allow you to monitor customers’ interests and understand why customers choose your products over those of your rival companies
3. Customer Lifetime Value (CLV)
Customer lifetime value is calculated precisely by how often and how much a customer spends on your product and how long they adhere to you. It is important to consider as getting new customers is generally slow and expensive.
The only sure-shot way to attain a higher customer lifetime value is to offer innovative products and exceptional customer service!
4. Churn Rate
Customer Churn Rate refers to the number of consumers that terminate their engagement with your business, which was financially rewarding for you. For instance,
- Opting out of service in a SaaS-based company
- Discontinuing your subscription plan on an online streaming platform
As you can figure, the lower the churn rate is, the better your business is doing. Although some people will inevitably end their subscriptions, you want the numbers to stay the same. Hence, a higher churn rate means that a business must develop customer retention strategies.
5. Customer Effort Score (CES)
Customer Effort Score is a customer experience metric that calculates, through a survey, how much effort a customer has to put into interacting with your company.
On a scale of 1-5, customers rate your step to complete a transaction and your capacity to resolve a glitch in your services. Besides, customers may interact with the company about your products or services online or in person.
6. Activity Time
Activity time includes customers’ time on your page after logging into your website.
Content marketing comes into play here. The better your content is, the more you involve your customers, improving your chances of acquiring a broader client base.
7. User Actions
This measures users’ actions on your website: how much time your user spends on a particular site, clicking and viewing links. You can easily track online behavior. Picking and putting your customers’ most popular topics forward is very helpful.
8. Service Accessibility Metrics
Service Accessibility Metrics indicate how much service accessibility you have with your customers. If your company requires to establish proper communication with your customers, you may retain them.
Customers expect a prompt response from your side, so delays in picking up their calls or responding late to their emails may affect your client base. Consider implementing chatbots if you receive many webchat questions and relieve the pressure of answering them yourself.
9. Service Quality and VoC Metrics
It would help if you always had positive interactions with your consumers and must engage them with your service. It would help if you took frequent feedback regarding your products and services.
About 96% of customers will never complain about their problems, and nearly 91% will leave your company and switch to competitors. Thus, you must assess the customers’ needs and requirements, incorporate their valuable inputs, and desire to cater to them.
Your purpose and responsibility is to keep your customers within the company’s ecosystem. You should fix the problem in case of unfavorable feedback instead of ignoring their issues. Service Quality and VoC metrics rely solely on these factors.
10. Staff Empowerment and Connection Metrics
Comprehending the sentiments of customers is essential. Staff empowerment and connection metrics demonstrate how much your agent can handle customers’ moods and emotions.
How your agents actively engage with and reply to your customers’ needs increases the customers’ engagement with your company. Companies collecting more input from their customers generally get more positive reviews than negative reviews.
11. Conversion Rate
One of the best customer engagement metrics is conversion rate, which measures the percentage of customers involved in completing actions tied to your company.
These actions comprise:
- Downloading e-books
- Registering for newsletters
- Clicking on Facebook ads, etc.
12. Page Visit Frequency
Page visit frequency is another customer engagement metric that measures the traffic present on your website. How many customers view your page and how much time they spend on it helps you comprehend the kind and amount of engagement your page witnesses.
13. Bounce Rate
Bounce rate is the percentage of web visitors who leave your site after viewing only one page.
The bounce rate is directly proportional to a business’s success. The lower the bounce rate, the better your business will be.
A low bounce rate suggests that many visitors get past your initial page and visit the rest of the website, which indicates their interest in your products/services. On the other hand, a high bounce rate implies a need for more interest in your products/services among customers.
14. Abandonment Rate
Abandonment rates usually apply to e-commerce sites. This engagement metric refers to the proportion of abandoned shopping carts compared with the number of completed transactions.
For e-commerce companies, having a low abandonment rate indicates customers who add items to their carts follow through with completing their purchases.
You can also track the number of consumers who don’t add any items to their cart, the number of shoppers who add items but abandon the cart before or during checkout, and the number of customers who finish their checkouts.
Conclusion
If you are new to online business and want to establish your business, you should remember that building a healthy relationship with your customers is important for the growth of your customer base. Thereafter, there comes the need to measure and track customer engagement. The customer engagement metrics mentioned above will help you measure customer engagement.
Analyzing and calculating the Net Promoter Score, Churn Rate, Customer Satisfaction Score, and other metrics can do wonders to enhance user engagement.
