Google Analytics: Tracking “Engager” Pages
Web Page Type #2: Engagers.
Another type of Functionalism page is the Engager. A splash (or home) page is an Engager; it says hello and give you something fun to look at. But it also drives you to view more. You can think of the Engager as a page that allows you to ‘home in’ on what you want.
Engagers do 3 primary things:
- Grab the attention of the visitor, and…
- Drive the visitor to click through to other pages, which helps…
- Segment the visitor into functional groups (men v. women v. children, or NYC v. Los Angeles v. Chicago, etc.)
Engagers are created when little is known about the visitor’s desire – YET. That means you have to get them excited about what they’re viewing, then get them to the right area of the website, where they can be convinced to do something else – find more specific information, or buy something, whatever. The visual is to the right.
Let’s use Zappos as an example:
- Splash page: The Splash page of Zappos is an Engager. It shows variety (excitement), almost any shoe ever made, and functionally segments the visitor down by demographic (the Men’s/Women’s/Kid’s thing).
- Women’s Shoes page: Again, an Engager page. Why not another type of page? Because the segment (need) is not clearly defined yet.
- Women’s Dress Shoes page: This is a Router page (more on Routers in the next article!) where the specific need of the customer is known, and the selection for the specific shoe can begin.
Which brings up the whole Engager vs. Router thing.
OK, we’re jumping the gun here, because our next article is on the Router type page, but we should clarify a bit. What is the difference between a Router and an Engager? They both ‘route’ visitor traffic, and they both ‘engage’ at some level, right? An easy way to think of this (for now) is…
- A Router page allows you to click on a full list of specific shoes,
- An Engager pages does not.
There is overlap between Engager and Router functions, but that’s it for now. You’ll have to tune in next article to see more on that type of page!
Google Analytics integration.
How to measure an Engager page in GA.
Since Engagers segment the visitor traffic by demographic (men’s shoes vs. women’s shoes) or need (dress shoes, hiking boots, casual shoes, dancing shoes), they are very useful to you. Engagers are frequently landing pages from organic traffic sources like search engines.
Engager pages should be measured in a few ways:
- How many people land on the Engager page? (Organic SE Entry %)
- Where visitors go from the Engager page (% Engagement Links)
- How many leave (Exit Rate)
- How many pages (average) are viewed in each Engagement Link ‘route’ (Subsequent Page Consumption)
- How many converted as Goals (Subsequent Success)
- How many came back (% Return Visitors)
So again, overall, you’re measuring ‘engagement’ and ‘segmenting’ visitors.
Report #1: Subsequent Page Consumption, Subsequent Success, Exit Rate
Go to: GA > Overview > Traffic Sources > Keywords > (select Landing Page for 2nd column)
This standard GA report shows a few aspects of the Engager page. Namely, it shows that certain pages are more effective at being Engagers (time on site, pages/visit, low bounce rate). In the case of the ‘safety’-related pages above, visitors are coming, getting information, and then leaving – a perfect place to ‘beef up’ the engagement factor. After all, if those are the pages that are getting rankings, and therefore traffic, why not capture those visitors and drive them further into the site?
Report #2: % Engagement Links
Go to: GA > Overview > Content > Top Content > Navigation Summary (find an Engager page on your site!)
This standard GA report shows the % ‘click-throughs’ for a single Engager page, and here we use a ‘vacation packages’ page. What type of packages are they interested in? What does that tell us about our visitors (segments)?
Report #3: % Organic SE Entry, % New Visitors, % Return Visitors
Go to: GA > Overview > Traffic Sources > Keywords > (select Visitor Type for 2nd column, view by Percentage)
Here is a standard report in that shows number of new & returning visitors based upon organic search engine terms. Note that I filtered OUT branded terms.
This gives you a great idea about how much certain Keyword phrases are so engaging that they create return visitors. You can also filter by Visitor Type, thereby viewing only Return or New Visitors.
Engager pages are a great way to measure…
- If you are ‘driving clicks’ (the Splash page is doing its job),
- If the page is well laid out, or something is hidden from visitor view (the link off that page doesn’t stand out enough),
- What type of visitors (segments) are coming to your website, and if certain segments of your website are more ‘engaging’ in terms of content, message, navigation.
Engagers (particularly the Splash page) help drive the right type of visitor to the right for page. Without Engager pages, customers visiting your website would be hopelessly lost on where to go next. Often they drive traffic to Router pages.
Next article, as promised – Router pages!