{"id":5051,"date":"2018-01-19T11:53:55","date_gmt":"2018-01-19T19:53:55","guid":{"rendered":"http:\/\/charlesavemktg.com\/blog\/?p=5051"},"modified":"2018-07-18T06:50:43","modified_gmt":"2018-07-18T13:50:43","slug":"five-questions-ask-online-engagement-lacking","status":"publish","type":"post","link":"https:\/\/charlesavemktg.com\/blog\/five-questions-ask-online-engagement-lacking\/","title":{"rendered":"Five Questions to Ask When Online Engagement Is Lacking"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Last month, I was invited to join the Forbes LA Business Council. As a benefit of membership, <a href=\"https:\/\/www.forbes.com\/sites\/forbeslacouncil\/people\/kimkohatsu\/#72c736fd4d98\" target=\"_blank\" rel=\"noopener\">I am now publishing articles on Forbes.com<\/a>. My first article covers questions you should ask when engagement on your business website is low.<\/p>\n<p>I was inspired to write this article after explaining to some of my clients how to judge their content performance. Even though these clients were in totally different verticals, they faced many of the same issues: users weren&#8217;t clicking on links, but rather abandoning their sites after only a few seconds.<\/p>\n<p>I hope these questions help you think critically about potential ways to improve your website.[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Five Questions to Ask When Online Engagement Is Lacking<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<p class=\"speakable-paragraph\">If your business website doesn&#8217;t sell something directly via e-commerce, it&#8217;s hard to tell whether your site is &#8220;working.&#8221; You might be the owner of a brick-and-mortar store trying to increase foot traffic, or you might offer a service where sales occur offline, such as a plumber or dentist.<\/p>\n<p>In these situations, many business owners mistakenly look at raw website traffic and assume clicks are the most important metric of success. The more eyeballs on my site, the thinking goes, the more interest my business must be generating.<\/p>\n<p>C<span class=\"s1\">licks to your website are important, but they\u2019re not everything. A high number of clicks won\u2019t do your business any good if visitors are leaving your site in droves.\u00a0<\/span><span class=\"s1\">For a fuller picture, make sure to analyze these three key online engagement metrics in your Google Analytics data: bounce rate, average time on site and average pages per visit.\u00a0<\/span>[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h3>Definitions<\/h3>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">Your\u00a0<b>bounce rate<\/b>\u00a0is the percentage of visitors who leave your site after viewing only one page. Usually, this means they\u2019re hitting the &#8220;back&#8221; button.<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\"><b>Average time on site<\/b>\u00a0is the average number of seconds visitors spend on your web property. You want your average to be enough time for visitors to read or watch most of your content or to give your product ample consideration.<\/span><\/li>\n<li><b>Average pages per visit<\/b>\u00a0are the number of distinct web pages visitors look at in a single session. Once they land on the first page, are they interested in seeing more?<\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">What qualifies as \u201cgood\u201d for these metrics will differ based on your content, but low engagement is easy to see: more visitors are bouncing rather than staying on your site, the average time they spend on your site is just a few seconds, and the average number of pages they visit hovers near one.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">When this happens, your audience is telling you that your site just isn\u2019t holding their attention. To improve your online engagement, ask yourself the following questions:<\/span><\/p>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Q1.\u00a0How quickly is my page loading?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]Internet users are impatient. If your page takes longer than two seconds to load, most visitors will abandon it and find somewhere else to go. You can measure your page load time with a tool like <a href=\"https:\/\/tools.pingdom.com\/\" target=\"_blank\" rel=\"noopener\">Pingdom<\/a> or <a href=\"https:\/\/www.webpagetest.org\/\" target=\"_blank\" rel=\"noopener\">Webpagetest<\/a>. Then, address any issues by optimizing your code and compressing your images for faster speeds.[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Q2.\u00a0Am I setting the right expectations?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]If you\u2019re bringing visitors to your site from social networks, ads, or other referrers, make sure that your copy is setting the right expectations. For example, don\u2019t advertise a particular article or product and then link to your homepage. Visitors expect to land exactly where you said you would point them, and\u00a0when you don\u2019t, they won\u2019t bother to find their own way. Also, set the right expectations for the type of content you are offering. If your site is editorial in nature, be sure to use words like <em>review<\/em> or <em>analysis<\/em> so that users won\u2019t confuse it with an e-commerce site. Conversely, if your site is shopping-focused, use words like <em>buy<\/em>\u00a0and <em>get<\/em>, so visitors know they can purchase items.[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Q3. Is my site mobile-optimized?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]If your site doesn\u2019t offer a good mobile experience, you\u2019ll often see low engagement. Make sure your site functions well no matter what device visitors use to enjoy it.[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Q4. Am I paying for the right traffic?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]If you\u2019re using search engine ads like Google Ads, examine your device targeting. High bounce rates are often the result of accidental or \u201cfat-finger\u201d clicks from ads that appear in mobile apps. Analyze your traffic from mobile devices to ensure you aren\u2019t wasting your ad dollars on ineffective interstitials or banners.[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n<h2>Q5. Is my content engaging?<\/h2>\n<p>[\/vc_column_text][vc_empty_space][vc_column_text]Have you made your site as visually appealing and well-written as possible? Is it overly crowded or difficult to navigate? Do an honest examination of your site and look for areas of improvement in design, copy,\u00a0and artwork.[\/vc_column_text][vc_empty_space][vc_column_text]Addressing these questions will help you retain your website\u2019s visitors. Keep an eye on these engagement metrics over time, and set goals that your visitors will stay longer, click on more pages and won\u2019t bounce as often. You might even find that a smaller but more engaged audience is a higher value to your business.<span class=\"Apple-converted-space\">\u00a0\u00a0<\/span>[\/vc_column_text][vc_empty_space][vc_column_text]<a href=\"https:\/\/www.forbes.com\/sites\/forbeslacouncil\/2018\/01\/19\/five-questions-to-ask-when-online-engagement-is-lacking\/#2c2b5a0040c2\" target=\"_blank\" rel=\"noopener\"><strong><em>This column originally published on Forbes.<\/em><\/strong><\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/4&#8243;][vc_single_image image=&#8221;4827&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_column_text]<\/p>\n<h5>Author: KIM KOHATSU<\/h5>\n<p>Kim Kohatsu is the founder of <a href=\"http:\/\/charlesavemktg.com\">Charles Ave Marketing<\/a>, where she brings the power\u00a0and reach of Madison Ave to small businesses and startups.[\/vc_column_text][vc_empty_space height=&#8221;10px&#8221;][vc_icon icon_fontawesome=&#8221;fa fa-facebook&#8221; size=&#8221;xs&#8221; link=&#8221;url:https%3A%2F%2Fwww.facebook.com%2Fcharlesavemktg||target:%20_blank|&#8221;][vc_icon icon_fontawesome=&#8221;fa fa-twitter&#8221; size=&#8221;xs&#8221; link=&#8221;url:https%3A%2F%2Fwww.twitter.com%2Fkimkohatsu||target:%20_blank|&#8221;][vc_icon icon_fontawesome=&#8221;fa fa-linkedin&#8221; size=&#8221;xs&#8221; link=&#8221;url:https%3A%2F%2Fwww.linkedin.com%2Fin%2Fkimkohatsu%2F||target:%20_blank|&#8221;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Last month, I was invited to join the Forbes LA Business Council. As a benefit of membership, I am now publishing articles on Forbes.com. My first article covers questions you should ask when engagement on your business website is low. I was inspired to write this article after explaining to some of my clients how<a class=\"read-more\" href=\"https:\/\/charlesavemktg.com\/blog\/five-questions-ask-online-engagement-lacking\/\">Continue reading <i class=\"fa fa-angle-right fa-lg\"><\/i><\/a><\/p>\n","protected":false},"author":1,"featured_media":5053,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Five Questions to Ask When Online Engagement Is Lacking","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[47],"tags":[],"class_list":["post-5051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tools"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Five Questions to Ask When Online Engagement Is Lacking - On the Corner of Charles Ave<\/title>\n<meta name=\"description\" content=\"I was inspired to write this article after explaining to some of my clients how to judge their content performance. 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