The Essential Engagement KPIs for Optimizing Conversion Rates.

Developing an effective audience engagement strategy is a pivotal step on the road towards revenue goals. Not only can it have a direct impact on monetization through impressions and advertising, but more importantly, it can lead to increased loyalty and other behaviors that indicate readers are ready to convert to subscribers.

But how do you go about tracking engagement? And what kinds of soft conversions can you integrate into the reader journey to increase engagement, loyalty, and, ultimately, the likelihood to subscribe?

In this white paper, Poool and Chartbeat have come together to detail why engagement is important, the essential KPIs for tracking it, and how to turn this measurement into actions that will optimize conversion rates.

Measuring engagement and loyalty

Holding readers’ attention is no easy feat when 45% of readers who load an article will leave within the first 15 seconds and more than 60% will not return. So while it’s important to understand how readers are discovering content, engagement comes down to optimizing experiences for the groups that are staying, monitoring the different actions they’re taking on the page, and creating more opportunities for deeper reading.

While the optimal formula for strong engagement is unique to each publisher and audience, the common thread among successful strategies is paying special attention to the following KPIs when experimenting with content and optimizing for loyalty.

Engaged Time

Engaged Time measures the average amount of time
that visitors spend actively engaging with a page — time spent clicking or scrolling, for example. This metric carries more weight than pageviews or time on site because it not only identifies the topics and formats that capture readers’ attention, but the ones that hold on to it as well.

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Find the full white paper on Chartbeat’s blog:

• How to track and measure essential engagement KPIs
• Strategies for implementing soft conversion steps into the reader journey
• Research on the effect of pre-paywall engagement on conversions