ClickTale and Contactology team up to deliver Post-Click Analytics within email campaigns
We are excited to announce the launch of a new partnership with Contactology, a provider of email marketing and online survey technologies. Together we will be delivering a new level of post-click analytics never before seen in the industry. This partnership represents the first time that Customer Experience Analytics based on actual subscriber behavior has been combined with email marketing technology.
This new partnership will deliver both qualitative and quantitative statistics that will help you gather in-depth, relevant information about your subscribers. ClickTale and Contactology customers will be granted an unparalleled view of their subscribersâ€™ behavior and consumer trends, with the ability to drill down into demographic segments and even watch individual sessions.
Discover exactly which content generates the most conversions and sales, which pages get the most attention and how much time each demographic group spends engaging with your site. Any email campaign, survey or newsletter can be tagged with accurate and in-depth data such as demographic or sociographic information. This gives you the unique opportunity to accurately target subscribers from specific demographic segments for the greatest effectiveness. Read More »
What’s wrong with “Time on Page”?
Last week, we looked at “Time on Page”, a statistic used by most traditional web analytics to gauge user interaction within a webpage. And while we weren’t Google-bashing (really, we weren’t!), we did point out some very serious inaccuracies with Google Analytics’ method of calculating “Time on Page”.
In this post we’ll be talking about “User Engagement Time”, which measures exactly how long your visitors are actually interacting with your content. We’ll be looking closely at how it works, what it tells you, and how you can ultimately use it to improve your web content, conversion rates and ROI.
“Time on Page” vs “User Engagement Time”
Traditionally, “Time on Page” tells you one thing and one thing only – how long a visitor has a web page open for. However, we’ve seen from countless observations that users will often open a new tab, minimize their browser or even go off and do something else while browsing a site. All of this is normal browsing behavior, but it gives rise to one major point: “Time on Page” tells you nothing about how long your visitors actually interact with your online content!
Knowing how long your visitors spend interacting with each page is vital. You need to know what content keeps your visitors interested, what keeps them busy, and what bores them. For example:
- If you have a product features page, then you want to maximize your customer’s interaction with the page, keeping them interested until they convert.
- On the other hand, if you have a signup form, you want to keep the necessary user actions to a minimum, improving usability and minimizing form abandonment.
Knowing how long the average customer really takes to convert or fill out a form is the critical first step towards tightening the funnel and increasing your conversion rates.
That’s where “User Engagement Time” comes in. ClickTale can tell you how long customers actually spend reading your content, looking at your pictures, watching your videos and browsing your products. Not just how long they had a page open for, but how long that page held their attention, and whether or not they liked what they saw.
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Time on Page and Engagement Time
We love Google Analytics, we always have. Just like ClickTale it’s free, easy to set up, comes with a lot of helpful tools, and is a great way to collect analytical information about your site. However, there are several things Google Analytics just can’t tell you, and in this post we’re going to talk about two of them:
- Google Analytics cannot tell you anything about bounced visitors! These are visitors that come to your site, only look at the page they land on, and decide to leave. These are the potential customers you didn’t get, they are the lost sales, lost leads and lost profits.
- Google Analytics gives you no information about how long your visitors actually interact with your online content. All it can see is the amount of time a page was left open, which doesn’t tell you anything about how long your visitors were actually looking at your content.
And now we’re going to tell you why…
Like most traditional web analytics services, Google Analytics records a “Time on Page”, denoting the time a visitor spends looking at each page in your website. It does this in three stages:
- It records the time your visitor opens the first page.
- It records the time your visitor opens the next page.
- It subtracts these two times and calls the result “Time on Page”.
This method has been used by Google since it started it’s analytics service back in 2006, and while it is a simple way to gauge user interaction, Google Analytics’ method for calculating “Time on Page” and “Bounced Visitors” is woefully inaccurate!