7 Metrics to Help you Evaluate User Engagement of your Website

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The evaluation of user engagement has become a major aspect of managing online businesses. It has been a major concern for online store owners and service providers, as getting ranked in the search engine is achieved to get maximum exposure and traffic, whereas for converting those users into customers or clients depends on how they are kept engaged about a product, service or a brand.

There are various factors that directly or indirectly affect the user engagement of your online website, like the quality and value for money the product or service delivers, how a product is described and showcased and the way call to actions and other navigation buttons are placed on the website. Among these factors, the design of an eCommerce store is of significant value.

An impressive can incorporate user friendliness to a maximum degree with appealing color patterns that makes the users to stay and explore the website further. Professional designers can better evaluate a loss in user interaction due to a flaw in design that needs improvement, whereas a checklist is given below to help you evaluate how much your web design in successful in keeping the users intact. These are defined one by one.

1. The time a user spends on your page

Find the ‘Average Time on Page’ in your Google Analytics reports to know how much time a user spends on a specific page. A higher “Time on Page” means a user interacts with different pages of your website and stays for a longer duration. The credit of such an achievement is largely due to an appealing and friendly web design, whereas secondary factors may also count towards it.

Time is a major constraint in converting a user to a customer as they are quickly searching for a reliable shopping platform and switching between different tabs. In such a case, the first impression of your website can make them stay and find about the products in detail.

2. Pages a user visits in a session

A user impressed by a landing page is likely to visit more pages of a blog or website as well. Do not restrict an appealing design to products, categories, CMS pages or a blog. You do not know which users enter your business website through any specific page and create an impression on the basis of its specific design.

More page visits in a session, simply mean that your design is attractive enough to help the customers explore products that they may not need at the moment but consider it in future. The digital marketers promote different pages about products and services, which drags traffic from different online sources, and the ultimate goal is to make sales and revenue. If the design of a landing page is not consistent with the rest of the page, it will sense insecurity or the user may conclude to arrive at an improper website.

The enhanced page visits may also be the result of user-friendly URLs. Online store managers need to install PrestaShop friendly URLs module for removing the confusing IDs and special characters from the URLs for the convenience of customers and making them visit more pages.

3. A lower Bounce rate

The bounce rate is calculated on the basis of the number of people who left the website without bothering to visit another page. Thus, a higher bounce rate means a higher percentage of people visits through a landing page and leave right away. It clearly highlights the vital role of web page designing that is captivating enough to take the users to the shopping cart. The increase can be due to slow loading speed of your website, but the design also needs to be revised.

4. Viewership of related stories

The design of a website does not mean decorating a central page because it exceeds to sections like categories, corporate blog, official forum or live chat features. Online users are attracted towards the store items or common topics to their search queries as it gives them lots of options to select from. If they are restricted to a single page, they may not be able to find products or services that exactly fulfill their needs. For this purpose, blocks and sliders are added to eCommerce websites, which showcase products on the home and product pages, and empower the merchants to evaluate user engagement as well.

5. The number of repeat customers and referrals

Satisfied customers tend to visit you again to avail any deal or discount, and do refer their closed ones. And, satisfaction comes with high quality, supreme services and an easy to use online shopping platform. Have you improved the website for better visibility and usability according to the latest trends? If yes, then you can simply feel the difference in the current versus previous user interaction through the number of repeat customers. With the help of FME PrestaShop custom fields module, you can add a field to ask customers as who have referred them. By getting the number of referrals, you can evaluate how much a web design is successful in compelling a customer to refer others.

6. Sales targets

Sales, the ultimate target of the most of the commercial organizations, is a definite tool to know how many or how much the users are interested in a website. An online store that is browsed by hundreds of users daily and not achieving the minimum sales target is a clear sign that the website is not the center of attention. Again, it might be because of different factors, but a web design can be a prominent one. You need to reconsider the design with the perspective of a common man or get suggestions from a few friends to make further improvements.

7. A higher exit page rate

Check out that the pages that are causing your potential customers to leave and never turn back. The search of an online buyer continues until he or she find something outstanding in the line. The increased number of exit pages can signify that your products or services fail to meet their needs or the web design is creating hurdles for them in connecting to other pages.


Before a decade, web design is just a thing about appearance, but now it accommodates more user engagement factors. For the same reason, it is interconnected to most of the metrics that symbolizes the performance and conversions of a business website.

Author Bio: Alastair Brian from “FMEModules” – a brand well known for top of the line reliable PrestaShop Addons, themes, extensions and services. Follow him on TwitterLinkedIn.

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