Measuring Engagement

“When people are financially invested, they want to return. When people are emotionally invested, they want to contribute.” - Simon Sinek

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What makes a ‘good’ product metric? There are several metrics that you can use to measure your community’s health levels, which share the general attributes for key user engagement actions: 

  • Measurable - easy to obtain;
  • Readable - easy to understand;
  • Relevant - aligned with business key goals.

Each community has its own unique goals and objectives, but there are some key cross-community KPIs that you are able to track:

# unique visitors

total unique visits to the community

# members

total number of registered members on the community

# contributors 

total number of users who post comments, articles or Q&A

# content pieces

total commissioned + organic posts, comments and Q&As

# collaboration 

total number of comments, conversations, panels, Q&A

# networked

total number of members following and engaging with each other

% visitor to member conversion

% of visitors that register to become members

% organic  content

% of total content that is organic (non-commissioned)

% clicks on key  CTAs

% of click-throughs to CTAs (eg read the full article, register to attend)

% contributors

% of contributing members as a % of total members

User engagement impacts the growth of your community on different levels: if your users are finding value, then they are going to stay around longer and you would get more referral opportunities for other users. Moreover, increased user activity in the community could provide more revenue opportunities.

This type of engagement can be calculated via stickiness, which is the ratio between Daily Active Users (DAU) and Monthly Active Users (MAU). For example, a DAU/MAU ratio of 50% means that the average user is browsing your community 15 out of 30 days a month. 

A really important point to keep in mind: your number of general users isn’t as important as getting them to come back. A community might only have 10 users, but if 7 of them are active and coming back regularly, the stickiness levels will heavily increase. 

How to grow stickiness?

  • A great welcome campaign - if the users are engaged from the early stages, they will remember your welcome email/ video/ room/ article and they will come back to the community, as their interest is sparked. 
    • Map out the user journey starting at the homepage. What do you want your users to do first?
  • Post more video content - interactive experience increases stickiness, and increase internal links - hyperlinks, ‘related content’; you can also use GoSquared’s automated messages, to point users to other pieces of content from your community.
  • Use panels - engage your audience with video panels usage; encourage them to connect this way with one another, to participate in panels that you are leading and by sharing expert video panels in the community.
  • Emails - bring your users closer to you by sharing all the information they are missing on the site. Use newsletters and email engagement campaigns to keep them posted with what’s new and how they can be an active part of your growing community.

These are just a few examples of how to grow stickiness in your community. If you are curious about how others are managing engagement, do not hesitate to pop a question in this room.

As always, if you have any questions, feel free to drop us a line at support@zapnito.com

Maria Teodora Traistaru

Customer Success Executive, Zapnito

I am a creative, open-minded and sociable person, with a focus on maintaining customer relationships and supporting them at all times. Having a vast experience as a Customer Success Executive and a Data analyst in multiple industries, I am more than happy to help with any inquiries, so please feel free to reach out!