Guest blogger: Robbin Steif from Lunametrics!
[ I’m really happy to have my first “guest post” from blogger Robbin Steif from Lunametrics. Robbin really liked my “gradual building of context” post from awhile back and she and I have been discussing a related metric that she thinks builds nicely on my visitor engagement metric. Without further ado, Robbin Steif … ]
On the one hand, I thought that Eric’s recent post, The Gradual Building of Context, was just awesome. Although every site has to define visitor engagement for itself, every site is still capable of pulling together similar numbers (which is why I loved it.)
On the other hand, I disagreed with Eric’s final conclusion, “I need to reach out folks like Matt, Marshall, and Clint and see if there is some way I can get them to more passionately advocate for my books in their weblogs. Given that their visitors are more highly engaged than the “average visitor’, I have to believe their is an opportunity to sell more books.”
I took one look at the numbers in the last chart and thought, well, that doesn’t make sense. Sure, Matt’s visitors (or Clint’s or Marshall’s) are somewhat more engaged than the average visitor, but their “start the purchase cycle” numbers are pitiful. If Eric were to put effort into this, the place to put effort in is where both those metrics are strong.
Eric was good enough to send me the spreadsheet, and I pushed the numbers. (Well ok, technically he and I pushed the numbers at the same time over the phone …) On the phone, he called it “Robbin’s Metric” and I left it that way. It is the product of his Visitor Engagement and Percent Buy Path Sessions:
[ Ugh! Yes, I know that image is hard to read! I will correct ASAP!!! ]
By multiplying the two metrics and then ranking all the referring blogs by that metric, you see where Eric should put in extra effort. I agree witrh the first conclusion that Eric already came to in his blog, i.e. that he needs to work out some kind of deal with Anil. However, the two blogs where he should put time/effort would be Justin Cutroni’s and ROI Revolution’s. Interestingly, they are both Google Analytic blogs, so there is a decent chance that the reader is newer at analytics and probably could really benefit from Eric’s books. I didn’t highlight Steve Jackson’s blog, Xavier’s or Aurelie’s because they are already converting well (if there is such thing as converting well.)
Finaly thoughts: An engaged visitor to a site that is also content rich, like Eric’s, doesn’t necessarily make a good customer. In fact, Clint did a survey on his blog and saw that many of his visitors already own many, if not all, of Eric’s books. When visitors go to the beginning of the checkout, we can actually see interest in the purchase, as well as interest in the content — and as direct marketers know, you should always pursue the customer who already has a propensity to buy.
[ Thanks to Robbin for taking the time to take visitor engagement to the next level! What do you think? Is Robbin on the right track? Did I miss the mark? As always, your comments are greatly appreciated! ]