Guest Blog 5: Measuring Successful Engagement
September 1, 2011
So how do you know whether you were successful and your audience was engaged with you?
One very obvious and effective way is to ask them. Of course, it helps to know who they are if you want to contact them directly. The holy grail is to have your customers register and tell you about themselves. You can then contact them at their preferred email address or send them a questionnaire, or invite them to be part of a panel. The world of online feedback is your oyster.
On one hand, registration can be considered a barrier to entry - having to register may put some users off visiting your site. On the other hand, registering for a service can bring the user a number of benefits they wouldn’t get otherwise and they may actually prefer to register – it certainly hasn’t done Facebook and Twitter any harm.
It does depend on the service you offer - on social networking sites for example, you expect to register, whereas for information-based sites you don’t.
If you’ve got something so good, so unique, or so exclusive that users are going to want to pay for it, then a payment model might work for you. But paying for content is still relatively rare on the Web and is going through an interesting period of experimentation.
Unlike mobile, where you expect to pay for a decent app, the prevailing expectation of Web users is that content is free.
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