For businesses, it is important to have users engage with their sites. On user engagement, the growth of a business depends. 

This blog is here to help you understand what actually the term user engagement stands for, and how to keep users engaged in the ever changing digital marketing landscape. 

What is User Engagement? 

According to Google, user engagement means the time users actively spend on your web page or app.  

After a session starts, if a user does some specific things on your website or app, then only Google Analytics receives the amount of time as user engagement. 

To put it simply, a user has engaged with your web page or app if: 

  • The user navigates to another page or screen 
  • The user closes the app, window, or tab 
  • The user focuses away from your web page
  • The app screen is moved to the background by the user 
  • The app or site crashes 

With the metrics Google Analytics provides you can get a comprehensive idea of how invested users are in their experience. 

To measure the engagement of all users accurately, there are several KPIs. It depends on your goal/s which kind of customer engagement is most valuable to you. With this data you can predict how likely users are to return to your web page or app and continue engaging with a service or product over time. 

How to Improve User Engagement? 

As we have mentioned before, the ways you should measure user engagement depends on your goal/s and it is the same with ways to improve it. However, there are some basic steps that every business can take and would benefit from it. 

Here are the 4 steps to improve the engagement of your users: 

1. Optimise Website Usability 

By learning how people are interacting with your site you can work on certain aspects of the website that improve the overall and specific user experience. It can be amending broken links, increasing page load speed, removing or replacing non-clickable elements, etc. 

2. Amplify Content Reach  

Increasing the reach of your content is essential to improve engagement both in terms of time quality of users. So, your overall content marketing performance also gets a boost. One of the best ways to do that is to use content platforms. Take a look at some of the best content platforms you can use and the interesting facts about it. 

3. Understand Your Audience 

Knowing your users is not exclusive to your product or service development, it is important in all aspects of your business including improving audience engagement.

To better understand your users, you can invest time and resources in monitoring feedback and interacting with users on social media. In fact, analysing these data from users who have converted into customers to improve further, and sending users surveys. 

4. Constantly Innovate   

You capture the user’s attention if you have made a great product for your end user. However, that does not mean that your work is done. To see soaring user engagement metrics you need to constantly come up with new ideas. 

For instance, you can collect UX insights and feedback to understand what your users are thinking and feeling and continue to improve the product experience if you can balance innovation and research users will easily understand the value your business offers. Engaging in practices aiming at user engagement is necessary to build and boost your content visibility. However, these techniques only work if you have quality content that forms the crux of content marketing. In case you do not have an in-house content team, consider outsourcing it from us for excellent content writing services, guaranteed to perform.