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Discover six often underestimated metrics that can provide valuable insights to better understand your customer journey.
Understanding the Customer Journey is a real asset for optimizing your strategies and maximizing your conversions. Metrics such as conversion rate, cost per acquisition, and return on investment are important, but not always sufficient. Here are six underestimated metrics to follow.
It's not uncommon to focus on the number of page views without paying attention to how long users spend on these pages. This metric can reveal the quality and relevance of the content provided. A high time spent on a page indicates that the content engages visitors. Conversely, a low time spent may signal a need for improvement in content or user experience.
In an era where attention time is increasingly mentioned, some have already started tracking time spent. The next step is to add the concept of interaction with the content.
This brings us to the following points.
The click-through rate (CTR) on internal links is an often overlooked but crucial metric for understanding how users navigate your site. A high CTR on internal links indicates that users find your content relevant and are encouraged to explore further. This can also improve your site's SEO by distributing page authority more evenly.
Scroll depth measures how far a user scrolls down a web page. This indicator is particularly useful for long pages such as blog posts or sales pages. It can reveal whether visitors are actually reading the content to the end or abandoning it midway. Understanding scroll depth can help you adjust the length of your content and strategically position calls to action.
This metric indicates your site's ability to get visitors to return. A high retention rate means that your content is engaging enough to keep users coming back. To improve this metric, it's essential to create high-quality content and maintain regular communication with your visitors through newsletters, push notifications, and content updates.
Comments left by users on your website, social media, or other platforms can be a goldmine of information. Analyzing the sentiment of comments – positive, negative, or neutral – allows you to understand user perceptions and identify pain points or appreciated aspects of your offer. Use natural language processing tools to automate this analysis and gain valuable insights.
Monitoring the survey response rate helps you evaluate customer engagement and the quality of their purchase experience.
By integrating one or more of these underestimated metrics, you will gain a better understanding of your Customer Journey and be better equipped to optimize your marketing strategies and improve the user experience.