Measuring Marketing Success by Reader’s Attention Time
You may get a lot of traffic to your website, but have you paid attention to how long your readers are really spending there? If your visitors aren’t spending time on your website, high traffic numbers won’t make a lot of difference. Measuring marketing success requires you to look at a number of details, including how long readers spend on each page. Paying attention to marketing performance metrics can help you determine this and other factors.
A Better Understanding of Your Content
Studies have shown that people who spend less than 15 seconds reading branded content are less likely to recall the facts and are unlikely to be swayed in the direction of the opinion piece. However, individuals who took more than a minute to read the content gained a full grasp on the information you have provided, increasing the likelihood they will take a similar position on the topic. This data becomes important if you are creating content designed to persuade your readers to do something.
Engage Your Readers
Marketing performance metrics can show you whether you are engaging your readers to a satisfactory level. The more you are able to engage your readers with good quality branded content, the more likely they are to turn to you for the products and services you offer. Internet users are looking for companies they can interact with and feel like part of the process. They want their opinions to matter. When you create engaging content, visitors are much more likely to return to your website, generating repeat traffic and increasing the chances they will share your business with their family and friends.
Better Interactions
Another way of measuring marketing success is to track the interactions of your visitors. If you’re using the right analytical tools, you will be able to see what users do once they visit your website. It’s no longer enough to track how many people are coming to your website. You need to know how long they are spending on each page, where they go after viewing a page and whether they are filling out forms or completing other interactive actions on your website. All of this information can help you determine whether your content marketing is achieving your goals or if you need to make adjustments. You can even determine which aspects of your marketing plan need an adjustment.
How to Improve Time Spent on Your Site
If you aren’t satisfied with the amount of time your visitors are spending on your website, there are steps you can take to improve this statistic. It all depends on the quality of the content you provide and its value to your readers.
A User-Friendly Website
A user-friendly website is the cornerstone of a positive experience for your visitors. If they are having trouble navigating your site, they aren’t going to stick around. Instead, they are going to turn to your competitors.
Write Blogs
Blog posts are some of the most effective types of content. Creating informative blogs that ensure readers get answers to their questions will encourage them to read more and interact with your business.
Use Videos
Videos are an excellent way to improve the amount of time visitors spend on your website. While you don’t want to use videos that are too long for the sake of keeping people on your site, if you provide interesting videos, users are more likely to stick around to watch the whole thing.
Ask for Help
Sometimes a second or third set of eyes can help you see flaws in your website you may overlook. Marketing performance metrics can only tell you so much. Consider asking a friend or family member to check out your website and express any concerns they may have.
Add Internal Links
Every webpage or blog post you create should include internal links to other parts of your website. This increases the chances individuals will visit more than one page and keeps them on your site longer.
Measuring market success is important to ensure your website is getting the attention it needs to be successful. Creating branded content alone isn’t enough to ensure visitors will spend more time on your site. Instead, you need to look closely at your analytics to determine what is working and what you should adjust for the best results.
If you’re looking for a company to help analyze your marketing performance metrics, contact us. We can help you adjust your content marketing to keep users on your site for longer.
