Although there is no single formula for calculating customer engagement and it can be literally measured by nearly every marketing KPI in the world, there are some metrics that can be combined to provide the best way to estimate the level of engagement for your company.
Average time on site/page
The most important on-site metrics that measure customer engagement is the average time spent on a page or site. You can capture people’s attention and interest by keeping them there for more than just the task at hand. This is reflected by the bounce rate: if users stay to explore your app or website this increases your engagement rate.
Click-through and open rates
Open rate refers to the percentage of unique open messages received via email, push notifications, text messages and other communication channels. Click-through rate measures the percentage recipients who click on the CTA in the message. These metrics can give you an immediate measure of how well your audience responds to your communication, and whether or not they are interested in learning more about the updates/offers you have shared. It is directly proportional with how engaged your customers.
Interaction on social media
It’s likely that social media is your primary channel for interaction with you. Follow your social media handles and pages to keep up with feedback. Reach out to your customers if they have any questions or concerns, tell them about the latest trends, and many other things. The interaction on all of your social media accounts is a good indicator of engagement with your business.
Filling out forms
You almost certainly use forms to collect visitors’ data if you have a website. The number of forms you get depends on many factors, such as how engaged visitors are with your company. They will only share their data with you if they feel it is valuable and they want to keep up with the business’ progress.
Your business will be able to convert more customers to advocates, loyalists, and evangelists by keeping them engaged. Customer referrals are a strong indicator that customers are engaged and satisfied. Engaged customers will also be more likely to refer your business to others by being aware of any referral bonus offers and campaigns.
Customers who are engaged on different platforms with your business are more likely to remember you when they are looking for a product. You might be able even to encourage impulse purchases by sharing ongoing offers and deals with customers. A high percentage of repeat customers is a sign of a loyal customer base.
Frequent repeat visits
Engaged customers will not mind spending time on your app or website every now and again as they look forward to new experiences. They might also be directed to your app/site via your social media posts, emails or push notifications. High customer visits to your website/app indicate a successful customer engagement strategy.
Direct feedback from users (NPS/CSAT scores, or online reviews).
You can gain valuable insight into your customers’ needs and preferences by closely monitoring and analysing their feedback. These feedback will give you an indication of how customers interact with your business at all touchpoints.
Build your own Customer Engagement Scorecard
With all these KPIs from above you can start building your own customer engagement scorecard. It’s not done in with a few clicks and you will need to work constantly on to come up with a consistent scorig. But it’s worth persuing.