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As B2B marketers, we have plenty of prospect and customer data to keep track of. When a conversion occurs, we are there to analyze and determine follow-up steps. Within a B2B marketing website, you are bound to receive several notable interactions. This is why it’s critical to pay close attention to your user engagement metrics—such as a user’s browsing habits, CTAs they click, time spent on a webpage, etc. Here’s how your company can measure user engagement on your B2B marketing website.
Closely analyze existing patterns in your marketing website analytics
Measuring analytics is something your marketing team should be doing on a weekly basis and each time new content is shared on your website. By closely observing this data, it’s possible you may come across some patterns. For example, you may notice that specific blog topics have a much higher bounce rate than others, or a particular post consistently performs well with its CTA clicks and conversions. Digging even deeper, you can start to get an idea of the user engagement across your website.
One key metric to analyze here is the time a user spends on a page. If a user leaves your website quickly and without digesting the content, it could be a result of design flaws on a specific page. Perhaps one of your pages is too cluttered and discourages the user to read—or it may be a result of slow load times. If your B2B marketing website is struggling with its performance, check out our past blog post about this topic.
Page navigation is another factor to consider for user engagement. Not only is it important to assess a specific page a user is interacting with, but you also want to see how they reached that page and where they went next. Linking similar webpages together gives users more incentive to continue their session. For instance, if a user sees a CTA on a branding blog post, “click here for additional brand development resources,” this will clearly lead them to a related page that can provide more information to them.
Measure your website’s frequency of landing page conversions
Measuring the performance of your landing page metrics will help your B2B marketing company determine if the page is properly converting. There are a few ways you can measure user engagement on your landing page, though the most common metric for a landing page will be its bounce rate. Generally, you want to aim for a bounce rate that is either between 26-40% (better than average) or 41-55% (which is considered average). A high bounce rate is between 56-70%, while above 70% is considered very poor, with the exception of a blog or news page (since these often have a high bounce rate). Have a look at the bounce rate for some of your landing pages and see if there are any concerning percentages.
Conversions are an excellent area to measure in order to get a better understanding of a user’s engagement. Typically, above 10% is considered a strong conversion rate across all industries, but the average landing page often has a conversion rate of only 2.5%. Capitalizing on conversions often means experimenting with different landing page layouts and swapping out offers as needed. Try performing A/B tests with your landing pages using the following methods:
- Test different form lengths to see if excessive fields are preventing conversions. Remember, you want to be sure you are providing enough value to a user in exchange for the personal information they are giving to you. Asking for too much info can stop users in their tracks and cause them to bounce from the page.
- Try a design with a strong visual flair and one that’s more simplified. Some users like to see colorful images of the solutions or content pieces they are receiving, while others may find too many visuals to be overstimulating and unnecessary.
- Change up the layout in your A/B tests. Some users find it more engaging to read a catchy, gripping headline on a landing page along with descriptive bullet points; others prefer to read less copy. In some cases, you may even move the form around to the right of the screen or below the copy near the bottom of the page.
By analyzing your B2B marketing website’s traffic, interactions, and conversions, your company will be on the right track to capitalize on user engagement. If your company is looking for additional website design and B2B marketing insights, you can subscribe to thinkdm2’s blog or follow us on LinkedIn. Thinkdm2 is a New Jersey B2B digital marketing and branding agency that also specializes in website design services for SaaS, IoT, and Professional Services businesses.