Web Engagement Metrics and Conversion

In nearly every case I’ve seen, metrics that can be used to measure user engagement align with visitor-to-sale conversion. That is, site visitors who will eventually reach a goal page (checkout confirmation or lead submission) almost all exhibit certain common traits, including:

  • Much longer-than-average time on site
  • Much higher-than-average page views per visit
  • Much higher-than-average likelihood of being a return visitor

I’ve also seen on nearly every site the keywords that convert the best are the one that include the site or business name, indicating some previous exposure and recall (ie engagement).

This means that tactics used to increase what we used to call stickiness, but now know as engagement, are very likely to increase conversion performance. The site has to be not only persuasive and useable, but engaging also.