What is Customer Churn: Analyse Why Customers Leave

What is Customer Churn: Analyse Why Customers Leave

Introduction To Customer Churn

“Customers don’t use more than three months with us; what’s happening?”

“Wow … there was a 70% drop in our daily average usage yesterday.”

“95% of visitors on our checkout page yesterday didn’t convert; why?”

“Why do 20% of my new users always cancel after one month?”

If you ask yourself any of these questions, you need to run a customer churn analysis. Call it user churn analysis, churn analytics; it’s all the same.

Customer churn analysis is the process of analyzing why users leave your product, software, or business. Period. Reducing churn by 5% can increase profits by 25-125%.

customer churn
But what causes customer churn?

Or why do customers, users, and subscribers leave? Several things are the culprits. And your business might have unique factors that cause it. You need to find out why customer churn is happening and make it stop.

Here’s how to run unique customer churn analysis for your business and find the reason(s) why customers leave. If you want experts to do the heavy analytics lifting for you, get in touch with us; we can help. At the end of this article, you can apply for a free consultation session.

4 ways to run customer analysis for your specific business

Bad customer experience is the No.1 reason most customers leave; 68% of them leave because they think a company doesn’t care about them.

When they don’t get a good (great, actually) experience with your business, they switch to your competition.

And it’s okay when customers leave, but it becomes bad when too many of them leave too frequently. That’s bad churn, which could cripple any business. So use these four customer analysis methods to show when you have tolerable or intolerable churn:

1. Know the right KPIs to track

First, you need to know which KPIs inform you about churn. This will let you know your churn rate and determine whether it’s tolerable or not. Essentially, you need to monitor these four key KPIs to analyze churn:

i. Gross customer churn rate:

The rate at which customers leave your business daily, monthly, quarterly or yearly.

The formula:
customer churn

You could calculate your churn on a cohort basis, that is, calculating churn based on a group of customers. For example, you can calculate how many of your software trials in January left before February, March or whatever month. Or how many of the customers who booked a one-way ticket the last Christmas booked a return ticket in January, February or some other month.
A tolerable churn rate is generally <12.30%, but a nice sweet spot is anything around 5%.

ii. Net customer churn rate: 

The difference between the rate of customer acquisitions vs the rate of cancellations.

The formula:
customer churn

If the result turns out negative, it means you have more activations than deactivations (cancellations), which is great. But if the result is positive, then you have more cancellations than customer acquisition — which is unhealthy churn.

iii. Daily average usage (DAU): 

The rate at which users engage with your product, website or software every day. It’s a great indicator of customer engagement.

For instance, if your DAU keeps getting lower and lower for seven days, then there’s probably a glitch or bad customer experience you need to fix somewhere to stop such an unhealthy churn rate.

iv. Weekly and monthly average usage (WAU and MAU): 

The rate at which users interact with your product every week (WAU) or every month (MAU). Like DAU, an ascending WAU or MAU means your customer experience is good, and a descending weekly/monthly usage means you’ll need to work on your customer experience before your churn rate gets too bad.

So if your product is one that customers should typically engage with every day, week or month, find why that’s not happening (if, of course, it’s not) and correct it. That’s the first step.

But of course, it’s not that simple. You need to know factors that could cause your average usage rates to drop — and that leads to our next point.

2. Utilize a qualitative analysis tool

If you find your churn rate to be unhealthy (i.e. above 12.3% in a week, month … whatever applies to you), then you need to find the pet peeves causing your customers to leave.

And you’ll need one or more qualitative analysis tools for that. These tools will typically show you how and why customers are taking specific actions on your software.

So, while a quantitative analysis tool like Google Analytics shows you the who, why, where, and how many of things happening on your software, qualitative analytics tools show you how and why those things happen.

For example, a qualitative analysis tool like Opentracker helps you see the entire history of each of your users with your website or app. This means you can trace the journey of people who land on your payment page and optimize it for better engagement.

Simply search “pay” in the tool and you’ll see a list of visitors who landed on your checkout page — from the most recent to the oldest visitors. Learn more about this feature here.

customer churn
Sample of a universal search; locate everyone who landed on the payment page.

This tool gives you an entire story of how visitors land on your site and where they go from there. If someone lands on a page from a referral or ad, for instance, you know exactly where they come from. And if they go from there to your pricing page or about page, you know which page people from specific referrals like to visit.

All that data helps you optimize your product or service for better retention. You know the exact pages to optimize (add video, improve copy, etc.) to increase engagement, which helps you reduce churn.

3. Arrange customer complaints in order of importance

Bad customer experience precedes churn — that’s the general rule.

But some bad experiences are more toxic than others, and you need to sort them in their order of “toxicity.” If your customers complain about one common problem more than they do about others, that problem could be the reason they’re leaving.

So arrange your customer complaints in the order of importance — that is, in terms of percentages.

For example, if you find that 60% of your customer feedback or complaints is about “poor video sessions,” then that’s what you should tackle first. Once you have the complaint solved, update your users (or the ones who complained) about the development.

As an example, here’s a feature release email you can emulate — from Appcues:

Keep solving customer complaints this way — according to their importance — and your churn rate should start reducing. After you solve each complaint, send them a feature release or product update announcing the problem you just solved for them. The Appcues announcement email got 34% clicks on the plaintext link and 66% on the main CTA button.

4. Personally call, email or visit customers

Sometimes nothing beats talking to customers and understanding your business from their perspective. And it’s easy to think you know every nook and cranny of your business until they burst your bubble with experiences that you never knew a thing about.

They’ll help you uncover details about your product from a customer perspective and most of all, they might be speaking on behalf of other customers.

For example, you’ll learn a lot if you call a customer and she narrates the story of how hard it was for her to access her videos on your platform or how she had to reload a page over and over again to select her favourite feature before it finally worked.

Yes, it worked, but she went through a nightmare before it did. And you probably wouldn’t know this story if you hadn’t gotten on a call with her.

Or you could even visit customers like they do at Drift.

In an interview with Hotjar, Drift’s founder David Cancel shared how he or some of his colleagues would hop on a plane and go have lunch with some of their users — big and small — so they can chat with them like normal people and get quality product feedback:

And they do this “every week.” Imagine the amount of feedback you get when you meet with customers face-to-face this often. Besides what they actually say, you get feedback from their body language, tone and gestures.

Talk to a churn analysis expert

You might be experiencing a unique churn situation that’s different from everything outlined in this guide. And that’s not new; it’s normal.

Most businesses need customized churn analysis, or an expert to help you do the heavy lifting of setting up a dashboard for churn analysis for the business. Get in touch with us; we can help.

We’ll help you in three key ways:

  1. Measuring what matters

We help you discover objectives and key results (OKRs) that directly impacts your churn and retention rates. And OKRs provide you with 4-key benefits. They help you:

  • focus your organization on what matters
  • measure our progress towards those goals
  • enable large groups to work together in alignment
  • stretch to achieve things you wouldn’t have thought possible
  1. Speed & agile

We’ll help you deliver value faster and with fewer headaches in incremental steps. Instead of betting everything on a “big bang” launch, our agile process delivers work in small, but consumable, increments.

  1. Simplicity & accuracy

We provide a simple framework that eliminates steps in churn analysis and makes things simple for your organization. In the end, we’ll help you achieve set conversion and retention objectives.

Fill out this form to apply for a free consultation session.

Drop in traffic conversion

Drop in traffic conversion

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Executive Summary and Article Navigation

Case Study in Usability: What to do when website traffic conversion drops.

This article presents a case study in website usability. The goal of the article is to develop strategy for responding to a (sudden) drop in website conversion activity. A conversion is defined as a visitor to your website converting into a lead, client, or subscriber. In this case a conversion is when a person signs up for a free trial account.

In the example presented here a website was rebuilt, updated, and placed online. The result in terms of conversion was a decrease. From between 20-30 conversions per day, the number fell to less than 10.

Please click here to read our article Website traffic conversion and measuring ROI

Traffic did not change but visitor behavior changed

We responded by looking at the traffic itself. The number of visitors had not changed, and the number of first-time visitors had increased.
The number of single event visits, or bounces, had increased.

Two variables to study if you see a drop in traffic conversion:
1. Number of pageviews per visitor
2. Clickstreams leading to conversion activity

Professional real-time visitor analytics
Accuracy enhanced by first-party cookies

Number of pageviews per visitor and single-click events

A decrease in the average number of pageviews per visitor was observed. An increase in the number of single event visits was also observed. All of our traffic referrers were sending us the same amount of traffic. The drop in conversion had to do with our site redesign.

Clickstream activity most likely to create conversion

Important question: what are the most typical paths taken to conversion. What are the pages on our website through which visitors had been most likely to convert in the past.
We focused our energy on the top 5 pages where people had converted in the past 6 months.

The problem was defined in two parts: a) people making it to the site and clicking away after a few seconds and b) fewer people were making it to the trial signup page.

Please click here to visit our blog dedicated to creating website traffic conversion

Our conclusion was that our new site design was not optimized for navigation. We needed to improve our internal navigation with banners and links to better display the options.
Specifically we wanted to improve clicks and navigation between:

1. articles on our site
2. signing up for a trial
3. looking at the demo

We started by “advertising” on our own site in a PPC style. We placed small text ads on the site to let our visitors know that we offer tracking and event analytics as well as publishing white papers & articles.
We are monitoring the internal links for performance and will select for the best-performing text.

What to do when conversion drops

1. Start with your top 5 incoming landing pages and search terms. What are your top performers? Is anything different about those pages.
2. Check for single-click events. Are visitors clicking away after one pageview?
3. Double-check the technical steps of the conversion process. Check all browsers. We found that some people were unable to signup because of browser issues.

Creating conversion through clickstream analysis

1. Study clickstreams of visitors who have converted in the past
2. Locate current visitors coming from same source / into the same landing page(s)
3. Identify the difference in behavior

In this case the difference was explained by a change in site navigation. We addressed the navigation issues, created more internal links, and saw an increase in conversions as a result.

Please click here for a guide to technical definitions and discussion of clickpath analysis.


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5 Reasons Why Churned Users Leave

Top 5 Reasons Churned Users Leave And Smart Ways To Stop That


90% of buyers abandon a business after they experience bad customer service.

Another study reveals 82% of customers have left a company for the same reason.

Paid users won’t leave simply because they experience some problem with your product. Instead, they’ll contact your support. That’s the logical next step after facing a problem as a paid user.

And after contacting your support, they expect a working solution. But it only takes a single bad customer service experience at that point to make them consider churning.

Being aware of the types of bad service that make users leave will put you several steps ahead in helping you avoid more churn.

So here are the top five customer service experiences users have with your product or business that makes them churn:

1. Poor communication during change

When (not if) change happens in your business (say, a price change — for example), the way you communicate it will help customers decide whether or not it’s a favourable change for them.

Ideally, the changes you make in your business should always tilt towards benefiting your customers. And regardless of what the “change” is — even if it’s an increase in your pricing — communicate it in such a way that users feel they’re benefiting more with your higher pricing.

Of course, this doesn’t mean you lie and manipulate customers; it only means you clearly communicate how your change benefits them (assuming it actually does, and if the change does not benefit the customer, do your homework to make the message really resonate with the customer).

For example, Appcues increased revenue by 263% through two well-crafted emails they used to communicate a price increase:

churned usersNotice how they tied in the promise of value to the price increase. That’s what buyers want to see and hear. Honestly communicate the benefits of any changes you’re making at your business and you’ll give consumers a good reason to keep doing business with you.

2. Cluelessness and helplessness

Only a few things are more annoying than a clueless customer support agent.

81% of surveyed consumers who had sought customer service through social media reported frustration because the representative didn’t know their history with the company.

And depending on how serious a complaint is, customers may be good and ready to churn if a customer support agent proves they are clueless. Incompetence, imagined or real, gives them a good reason to leave.

Hire the Right Kind of Support Staff

More often than not, the reason most businesses have clueless customer agents is that they invest so little in the training of their support staff. Even worse, they hire the wrong people for the job.

It’s garbage in, garbage out. Poorly-trained customer agents can get customers angry, and, in turn, your business will suffer churn. But focus on hiring qualified people: hard workers who love interacting with customers and enjoy keeping an eye out for how their business can provide value.

Well-trained support reps — with tools to understand customers and solve problems for them — will make your customers happy and have a good reason to stay with your brand.

Additionally, you can orchestrate the right mix of touch moments with your customer base. Give more attention to high-ticket clients and automate engagement with low-ticket clients — but know when to jump in when automation isn’t doing a good job. And make sure you have the right mix and match of automated emails, valuable calls and personal visits when engaging with your paying customers.

Sending Emails at the Right Moment

On top of that, always make sure customers are happy long before their next subscription renewals. Send emails at the right moment, preferably based on the customer’s online behaviour, and engage with relevant and valuable insights. Tools like Opentracker will help you do this!

Don’t forget that for a subscription-based business, recurring revenue from your current customers far outweighs the sales from your new customers. So your Customer Success is responsible for more revenue than your sales department!

If you are constantly responding to support tickets, you may find yourself on the defensive. Don’t let that happen; it’s an ingredient that invites failure.

Instead orchestrate meetings as part of a broader context where success is defined as an objective. If you share common objectives with the customer at initial contact moments, then you will have a basis for regular engagement. You then have a reason for having a meeting that focuses on success.

3. Ignoring customer complaints for a week

Ideally, you should respond to customers rapidly. 50% of consumers give you a grace of one week to attend to their complaints before they churn.

So buyers can be very forgiving — depending on how pressing their complaints or needs are — and many of them understand how busy your support team can get. But they loathe being ignored for too long.

A working solution here is to get more hands on deck. If you’re short on budget, have people in other departments help your customer success team.

For example, if you have engineers, marketers or even writers who have some free time during working hours, have them handle some support tickets — as long as they’re knowledgeable enough to do so.

Not only will this help curb having customers wait for as long as a week before receiving proper attention, occasionally working with customer support creates new insights for engineers, marketers and writers, and enhances their performance at their respective roles. In fact, occasionally shifting multidisciplinary roles is a great way to stimulate innovation within the support team.

4. Persistently slow customer service

Customers can, again, forgive when you have slow customer service once in a while. But when resolutions look like they will take an age, customers become tired and may start considering using a competitor with better customer support.

90% of customers expect an “immediate” response when they contact you for an issue related to customer service.

churned users

And buyers are impatient for good reason. Like you, they have a life with responsibilities and commitments.

Keeping them waiting for more than a week to get a reply on a complaint they took the effort to contact you about is a bad idea.

Get more hands on your customer support

Getting more hands for your customer support team is, again, a working solution here. You might be responding slowly to customers because there are not enough skilled customer support agents attending to them or the process for engaging customers has not been thought out properly.

In fact, if you start qualifying support requests and identifying customer requests that slow things down, you will likely develop a process that solves the request through self-servicing. You can engineer things like updating customer details or explaining a goods return policy so that the customer has the tools to solve their own problem.

Get a live chat system

Also, if you haven’t already, get a live chat system. Chatbots have become popular, and many customers now expect brands to have a live chat system ready on their websites.

Get into Social Media 

Social media is another working channel to provide customer support for customers. Let them know they can reach your support team through tweets, Facebook messenger or even Instagram DMs.

To improve your social media customer service results, integrate these channels with a single communications tool so that you offer the customer’s preferred channel of communication. Meanwhile, your success team can still maintain a constant workflow.

This will make it much easier for them to get answers to their customer service questions. And that creates a good opportunity for you to lower churn, improve retention and focus on upselling value! It’s a no-brainer; the better you’re able to attend to and solve customer complaints, the more likely they are going to keep using your product.

5. Unexplained reasons

It’s a given: Regardless of how many support channels you provide, you’ll still have customers leaving without registering a single complaint.

Esteban Kolsky, CEO of ThinkJar and former Gartner analyst, ran a customer experience survey and found that:

“Only 1 out of 26 unhappy customers complain. The rest churn. A lesson here is that companies should not view the absence of feedback as a sign of satisfaction. The true enemy is indifference.”

That is, 96% of customers leave without complaining. They leave without giving any feedback. But here’s a solution: A good option is to orchestrate the process.

Show customers how the leaving process is easier if they provide feedback. Do churned customers need to cancel a subscription, filling out login details and remember passwords long forgotten? For example, at Opentracker, we compensate users who explain why they are leaving by donating to a charity of their choosing. And any feedback is welcome — because we use it to keep improving our product and lowering churn!

Another working solution: 

Even when customers don’t say anything to you, many of them will still vent their disappointment with your product somewhere, somehow — in a Facebook group, on their blog, in a forum or anywhere else online.

Set up alerts for mentions of your brand/product online. There are several tools you can use for this. Keyhole, Mention, Sprout Social and Google Alerts come in handy here. You can set up alerts in these tools to inform you when someone mentions your brand or product on Facebook, Twitter or Instagram.

This way, you’re able to catch feedback from users who leave without any complaints. Then you can contact them and see how you can solve their issues and make them your customer again.


70% of unhappy customers whose problems are resolved are willing to shop with a business again. That means great customer service produces better customer retention for your business.

But when users leave due to a bad customer service experience, they often cause more damage than just churn; chances are high they’ll take their friends, connections and family along with them. Businesses that focus on their customers’ success not only create happy customers but also increase the experienced value and grow their profits.

And this is why more and more online businesses are increasing their spend on customer service. You should, too.

Want to dig deeper into why your customers churn? We’ll help you run a comprehensive churn analysis, identify why your users are leaving, and proffer working solutions.

Fill out this form to apply for a free consultation session.


Use Case – using OT to understand your clients

Use Case – using OT to understand your clients

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man from epubDirect

Case Study for Opentracker Custom Reporting
Using the Opentracker Big Data service to get a better understanding of your clients.

A special thank you to Patrick Crowley, Digital Content Marketing Manager for ePubDirect, for talking with us.

Executive summary: a use case in which a business uses Opentracker to get a better understanding of their clients.


  • The bottom line: OT gives more insight (as compared with google analytics) because of the provided ability to see individual user records.
  • Added value: in this example, ePubDirect has created custom fields for their clients. In other words their client login IDs appear in their Opentracker reporting system.

Measuring customer behavior

ePubDirect were looking to access a better understanding of how their customers made use of their system “behind the wall” of their SaaS-based platform, in order to roadmap changes and innovations.

They selected Openracker because  “We couldn’t use Google Analytics for this as we needed data linked to specific customer accounts, rather than generic ‘visits’ and ‘behaviour’ data. We need to understand, in great detail, which customers used us most and least, what their typical journey was, most/least popular pages etc. Using Opentracker we now track much much more than just visits to our platform.”

Nuts & bolts: How does this actually work?

Using our read/write data solution, ePubDirect are writing data to their Opentracker database. ePubDirect effectively sends Opentracker signals with each click in their back-end, telling us which (registered) user made the click(s). This means that we are able to generate reports for ePubDirect which report on specific actions (logins, sessions, etc) and system users over time; most activity, least activity, etc.

Using the ability to insert custom events, column headings have been created which are automatically added to the reporting system; client login_ID etc, which now populate and enrich the reporting system.

How ePubDirect benefit from the Opentracker system;

“Opentracker helped us move away from tracking the anatomy of a visit, and now allows us track the behaviour of individual customer logins.

Essentially, the move to Opentracker was about acknowledging that as the SaaS offerings on the marketplace have become more complex and our customer base has become more sophisticated, a visit-based analytics tool isn’t going to cut it. Opentracker comes with a whole heap of features that allows us to really understand our customers and thus, drive business insights. And they are great guys to deal with to top it off!”

This case study is based on services provided by Opentracker to ePubDirect.

About ePubDirect: 
ePubDirect is an award-winning eBook Distribution service providing global digital solutions direct to publishers. Our powerful business intelligence tools and outstanding customer service deliver real results for our publisher clients. Supplying over 1,000 on-line retailers and over 45,000 libraries, our primary objective is to simplify the process of getting publisher titles to market.
Visit their website here: http://www.epubdirect.com

Identify and track your visitors

Bounce Rate and Click-through Rate

Bounce Rate and Click-through Rate


In this article you will find discussion and definitions of:

  • Bounce rate
  • Click-through rate

You will also find information about:

  • What bounce rate will tell you
  • Why bounce rate is important

And, how to use bounce rate to:

  • Improve your site
  • Measure the effect of content changes

What is Bounce Rate?

The bounce rate for the homepage, or any other page through which visitors enter your site, tells you how many people ‘bounce’ away (leave) from your site after viewing one page.

So, if the bounce rate from your homepage is 30% (which is relatively low), that means that 30% of your visitors ‘bounce away’ from your homepage.

The concept is designed to tell you how your homepage performs. Keep in mind that different types of resources, for example, products, services, or information, will have different bounce rates and usage patterns.

Conversion Rate

Two goals of email marketing are to get more people to sign up to a newsletter and, needless to say, boost your sales. Unfortunately most email service providers do not offer conversion rate metrics. Instead, you will have to use Google Analytics or a tool like Omnisend.

Your conversion rate is one of the most important things to assess. If you boast a great conversion rate, it is a sign that your email campaign is targeting the right group. What’s more, it is also an indication that your offer is attractive and that people are convinced by your copy to take action.

Return On Investment (ROI)

You have probably spent some money on your email marketing campaign. In that case, you would like to work out if you have gained anything, right? You can assess if your email marketing campaign has been successful by working out the return on investment (ROI). The formula is very simple: take what you have gained (in other words, the sum of all the sales that you have made via your email marketing campaigns) and subtract what you have spent (like the fee of your marketers and copywriters). Then, divide this answer by what you have spent (yes, the same amount that you used earlier) and you will get your ROI percentage.

Unsubscribe Rate

The reality is that you will always have subscribers who choose to hit that unsubscribe button. That being said, luckily, on average only about 0.25% of subscribers choose to unsubscribe. Though, if your e-commerce business has loads more who opt to unsubscribe, it could be that your content is too promotional or one-sided or that you are simply sending emails too often.

Wrapping Up

You can only manage your email marketing campaign effectively, if you take the time to analyze the metrics. Start by looking at your open rate to determine if your subject lines need more attention, while your click-through rate will help to determine if the rest of your copy needs to be improved. Whatever you do, do not send emails too frequently! While it may be tempting, your spam and bounce rate will only suffer.


Conversion Rate

Two goals of email marketing are to get more people to sign up to a newsletter and, needless to say, boost your sales. Unfortunately most email service providers do not offer conversion rate metrics. Instead, you will have to use Google Analytics or a tool like Omnisend.

Your conversion rate is one of the most important things to assess. If you boast a great conversion rate, it is a sign that your email campaign is targeting the right group. What’s more, it is also an indication that your offer is attractive and that people are convinced by your copy to take action.

Return On Investment (ROI)

You have probably spent some money on your email marketing campaign. In that case, you would like to work out if you have gained anything, right? You can assess if your email marketing campaign has been successful by working out the return on investment (ROI). The formula is very simple: take what you have gained (in other words, the sum of all the sales that you have made via your email marketing campaigns) and subtract what you have spent (like the fee of your marketers and copywriters). Then, divide this answer by what you have spent (yes, the same amount that you used earlier) and you will get your ROI percentage.

Unsubscribe Rate

The reality is that you will always have subscribers who choose to hit that unsubscribe button. That being said, luckily, on average only about 0.25% of subscribers choose to unsubscribe. Though, if your e-commerce business has loads more who opt to unsubscribe, it could be that your content is too promotional or one-sided or that you are simply sending emails too often.

Wrapping Up

You can only manage your email marketing campaign effectively, if you take the time to analyze the metrics. Start by looking at your open rate to determine if your subject lines need more attention, while your click-through rate will help to determine if the rest of your copy needs to be improved. Whatever you do, do not send emails too frequently! While it may be tempting, your spam and bounce rate will only suffer.


Conversion Rate

Two goals of email marketing are to get more people to sign up to a newsletter and, needless to say, boost your sales. Unfortunately most email service providers do not offer conversion rate metrics. Instead, you will have to use Google Analytics or a tool like Omnisend.

Your conversion rate is one of the most important things to assess. If you boast a great conversion rate, it is a sign that your email campaign is targeting the right group. What’s more, it is also an indication that your offer is attractive and that people are convinced by your copy to take action.

Return On Investment (ROI)

You have probably spent some money on your email marketing campaign. In that case, you would like to work out if you have gained anything, right? You can assess if your email marketing campaign has been successful by working out the return on investment (ROI). The formula is very simple: take what you have gained (in other words, the sum of all the sales that you have made via your email marketing campaigns) and subtract what you have spent (like the fee of your marketers and copywriters). Then, divide this answer by what you have spent (yes, the same amount that you used earlier) and you will get your ROI percentage.

Unsubscribe Rate

The reality is that you will always have subscribers who choose to hit that unsubscribe button. That being said, luckily, on average only about 0.25% of subscribers choose to unsubscribe. Though, if your e-commerce business has loads more who opt to unsubscribe, it could be that your content is too promotional or one-sided or that you are simply sending emails too often.

Wrapping Up

You can only manage your email marketing campaign effectively, if you take the time to analyze the metrics. Start by looking at your open rate to determine if your subject lines need more attention, while your click-through rate will help to determine if the rest of your copy needs to be improved. Whatever you do, do not send emails too frequently! While it may be tempting, your spam and bounce rate will only suffer.


How can I improve my bounce rate?

As a first step, consider updating your entry pages to decrease the bounce rate. Start with your homepage. Think about the old adage that “first impressions are the most important”.

Websites do not get a second chance to make an impression. If you are expending energy to attract visitors, you should be putting at least as much energy into keeping them, if not more.

Use a visitor tracking service to find out what search terms people are using to find your site: if visitors are leaving quickly, make sure that your content and search terms are well-matched; the cause of a high bounce rate may be that visitors are not finding what they expected.

Check your exit pages to see where most of your visitors are leaving and try to determine why they leave, especially if that is not where you intend them to leave from.

What is Click-through rate?

Click-through rate (or click-thru rate) tells you how many people are clicking through to your site from a third-party. For example from a link, search engine, banner, advertising or email campaign.
Your click-through rate tells you the success of your campaigns. Use this knowledge to determine which strategy is the most effective and focus your energy there.

Use bounce rate to measure the effect of content changes

A good way to make use of your bounce rate stats is to measure the efficacy of content changes. When you make a content change, record your bounce rate. Then make a comparison after a week and see if you are encouraging visitors to move further into your site.

The bounce rate stats that we have designed can also tell you how far into your site visitors are surfing. We have designed a bounce rate feature that graphically shows how many people bounce after viewing, for example, three pages.

To view an example of a bounce rate, login to our demo, and view the Opentracker.net bounce rate statistics.

There are many theories about how to draw visitors further into your site. Make sure that your clickpaths are intuitive, and lead visitors further into your site. Some analysts suggest that this is best accomplished by orienting your site more towards browsing visitors than searching visitors, and ‘pulling’ them deeper to explore your content, instead of ‘pushing’ them directly to specific information.

Further reading:

And an article by Steve DiPietro, the man we believe coined the phrase ‘bounce rate’, way back last century, in 1998:


Bounce rate
Click through rate

7 Powerful Customer Profile Templates For Your Marketing Campaigns

7 Powerful Customer Profile Templates For Your Marketing Campaigns

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Do you know why customer profile templates are critical?

They’re super important because you have better ways to spend your time than to be designing new customer profiles when you run new marketing campaigns.

In this article, we’ll be giving away examples and describe the best practices to save you time and money so you can be more effective in marketing, and measure how well your sales campaigns are working.

53% of marketers say they have “too much to do with too little time.” This means marketers need templates to automate tasks and save as much time as possible. Customer profile templates are one of the methods used to focus effort optimally and avoid wasted energy.

customer profile template

Why do you need a customer profile template ? 

Customer profile templates help you save time. They provide a pattern for you to build your customer profiles for any campaign you’re working on.

However, building a customer profile template that rightly describes your buyers begins with in-depth research.

The more in-depth the research on your customer is, the better your marketing campaign will be. And by extension, a great customer profile helps your marketing campaign target the right people.

In this article, we’ll look at four customer profile templates (examples) for B2C and three for B2B businesses. Let’s start by exploring a variety of B2C customer profile examples you can work with.

B2C Customer Profile Templates

B2C basically refers to the type of transaction in which businesses sell products or services directly to consumers.

So here are four customer templates you can use to describe a B2C customer:

B2C customer profile example #1: Animal Loving John

Our first example is from a Dribbble User. This customer profile is as explanatory as they come.

customer profile template

This customer profile layout describes the customer’s current feelings, frustrations, and his needs. All of that information in your customer profile helps you understand what role your product or service will play in the daily lives of your target customers.

B2C customer profile example #2: Rachel, The Stay At Home Mum

You can get a good idea of who Rachel is, in this example, by learning about her background, lifestyle and challenges.

customer profile template

It’s simple and easy to understand as it displays the information of the customer in bullet points and the sentences are concise. No lengthy story here to describe the customer, just some points that are easy to act on.

B2C customer profile example #3: Stressed Susan

The customer profile example #2 above portrays Rachel as a customer who has her life together. Conversely, Sarah’s life, in this customer profile example from UX Mastery, does not seem so perfect. She’s overwhelmed and in need of help.

customer profile template

Not all businesses need a customer profile that describes their customers’ challenges to this extent, but many businesses do. For example, a health-related organization will include all possible medical issues a customer can have but may not take into consideration their financial profile.

On the other hand, a financial services company will include their customer’s financial issues in a customer profile rather than focus on health or marital issues a customer may have — unless there’s some connection between such customer challenges and their services.

But in general, and for most businesses, knowing your customer’s life, business or family challenges helps you more effectively create an amazing customer profile and, in the long run, great marketing campaigns.

B2C customer profile example #4: Trendy Brandi

This customer profile example from Indie Game Girl describes how Brandi Tyler, a woman with extremely narrow feet, has searched high and low for comfortable, stylish shoes. The specific details in the buyer profile help you see the process a customer like Brandi goes through when she needs to purchase shoes.

customer profile template

Knowing the customer to this extent also provides something extra to help you fully understand their frustrations. This customer profile also includes actual quotes gathered from surveys and interviews, lending insight into the personality of the people you are trying to reach with your campaign.

As stated in the Best Practices section above, interviews and surveys should be organized in order to glean accurate information to create the best possible customer profile. Real quotes were included in the above example, giving the profile a more personal touch.

If you’re a B2B business, here are three customer templates you can use to describe a customer:

B2B customer profile templates

As a B2B brand, you’re typically dealing with professional buyers or high-level executives. This means your customer profiles should target business owners, policymakers and people who influence and make decisions in their respective industries/organizations.

So while the B2C customer profile examples above heavily focus on individual customers, the B2B examples below include more specific details about the buyer’s workplace, their job role and how important they are within the organization. And if your target buyer is not always in charge of making purchasing decisions, you need to include that detail in your customer profile as well.

B2B customer profile example #1: Technical Decision Maker

Here’s how one customer profile example from Referral SaaSquatch shows how much more information about buying decisions can be included in a customer profile. It shows that the customer is the decision-maker and also influences the organization’s purchasing choices.

customer profile template

One key difference between the B2C and B2B customer profile examples is that this example has more detail — what internal influences can affect the customer’s purchasing decision, their attitude, how long-form content is his preferred content type.

B2B customer profile example #2: John Johnson

This ClearVoice customer profile is a great example of a concise B2B buyer profile. It explains who John is and provides the necessary information about his job position as well as his capacity to make or influence decisions in his company — as a marketing manager.

customer profile template

This example shows how you can be succinct and accurate when creating your customer profile and still drive home your point about an ideal buyer. This is especially useful when you have a campaign to run on a tight schedule.

B2B customer profile example #3: Diane, The Director

The last example is one of the finest customer profile templates around, and it’s from Buffer. Meet Diane, the Director:

customer profile template

It’s a jam-packed customer profile template. One of the key features you can appreciate about this customer profile is the way the details are placed around the image in such a way that it is easy to scan through.

Looking at this, you can quickly learn everything you need to know about Diane. Outside the regular demographic information, you can learn about her goals and values, the problems she faces daily, her job role (and who she reports to), her information sources and the experience she seeks when searching for products and services.

But in general, when building your customer profiles, you need to consider the following elements — depending on whether you’re a B2C (Business to Consumer) or B2B (Business to Business) brand:

Customer profile elements for B2C brands:

  • Customer’s personal demographics:

— What is the age range of the target customer?

— Where do they live?

— Are they all male or female or mixed?

  • Customer’s educational background:

What level of education did they attain?

— What did they study?

  • Customer’s socioeconomic status:

What is their annual income?

— Can they afford what you are offering them?

  • Job title/Role:

What is their job title and how long have they been in that role?

— Are they self-employed or salaried employees?

Customer profile components for B2B brands:

  • Value Proposition:

— How does your product or service improve their business?

— Identify the problems you are trying to solve.

  • Nature and Size of the business:

What industry category do they fall into?

— Which industry do they serve?

— What is the number of employees?

  • The Customer’s USP (Unique Selling Proposition)

What problem are they trying to solve for their own customers?

— What is your customer’s USP?

But while creating your customer profile, whether for B2B or B2C, you need to understand some ground rules (best practices) that will ensure your customer profiles make a definitive impact on your marketing. 

Here are four key customer profile best practices you should follow:

  • Focus on the rationale behind behaviours: Understand “why” the customer is doing A, B or C.
  • Humanize customers (fictional or otherwise) with a real picture: Include a headshot of a specific customer in your customer profile template. Preferably, get the headshot of a real customer from their social account (LinkedIn, Facebook, etc.) and put it on your customer profile. This helps you keep in mind, as you run campaigns, that your customers are real people; sometimes it’s easy to forget that
  • Build your marketing strategy by sticking to three or four customer profiles: Use three or four primary customer profiles to represent who your ideal customers are — because your customers don’t all have one personality. Veteran marketer Mark Schaefer estimates 90%+ of sales come from 4 to 5 types of buyers.

Identify your ideal customers and use their characteristics to build your customer profile. You can look at an existing customer’s social media profile — LinkedIn, for instance — and identify salient characteristics about them. You can also hold interviews with some of your best customers and get a better understanding of their daily lives and what makes them draw their wallets. Download a free sample script and process that helps you setup an interview and understand your customers better.

  • Weave customer information into a story: Convert all the raw, demographic data gotten from research about your ideal customer into a story. This helps your team connect better to the customer when they understand all the elements used to build the profile.

But remember, developing your customer profile is only one of the first steps of a successful marketing or sales campaign. Think of it as the cornerstone that empowers your campaign to reach your target audience and convert them into customers.

How to get correct customer profile information

The best personas are created from real surveys and interviews — not from ballpark guesses, conjecture or assumptions, says Schaefer.

You can, of course, take wild guesses about your customers and stuff their profiles with misleading data. Or you can use a tool that helps you accurately pinpoint customer data. OpenTracker is one such tool. 

Opentracker helps you profile your website visitors and helps you identify key characteristics like:

  • Your customer’s location — OpenTracker helps you identify where the bulk of your customers are coming from. The tool helps you generate accurate reports so you can target the right buyers and drive them to your business.customer profile template
  • Identify the activities of visitors on your site. Opentracker is a very robust and powerful analytics tool as it can identify users and tag them so you can follow them or look them up through time. Just enter their details directly into the Visitor’s profile. This is especially useful for email marketing campaigns and tracking hot prospects.
  • Beyond giving you details on which devices your customers are using to access your website, you can combine Opentracker with LinkedIn and/or Facebook. Learn how to build insights with Linkedin or Facebook, download the free course here.

Get started with Opentracker for free.

How to Run Google Ads

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How To Run Google Ads


  1. Vocabulary
  2. What are Google Ads
  3. Setting Up Your Ad


  1. Objective – What you want the ad to accomplish
  2. Keyword – a google search that is related to your product (what a customer might type to find your product)
  3. CTR (Click-through-rate) – the percentage of people that click on your ad after seeing it


Google Ads, formerly known as Google Adwords, is an online advertising platform. Google ads can work for any product or service because people search Google for almost any and everything.

One strong suit of Google Ads is that the system is centered around showing your ads to people who are ALREADY looking for a solution that your product or something similar will offer, as opposed to a lot of other forms of advertisement that may show it to people way outside your target audience.

The pricing system is pay-per-click (PPC). This means that you do not pay except the ad actually gets people to click on it and get to your chosen landing page/website. You can set your maximum bid for each click (Google Ads pricing works with a bidding system) and Google Ads will not spend more than that from your account. Payment could be CPC cost-per-click, CPM (cost-per-mille i.e. cost per 1000 impressions) or CPE (cost-per-engagement).

Google Ads, generally, averages an 8% click-through rate. With almost 250 million  different visitors and about 700 million dollars return on investment from the 2.3 million searches that Google gets every second, you can be sure that there are a lot of potential customers on the platform for your brand or business. The exception is that Google Ads does not support ads for products or services that are:

  • Dangerous e.g. weapons, recreational drugs
  • Inappropriate or offensive e.g. bullying and racial discrimination
  • Advocative of dishonest practices e.g. hacking software, fake documents

Types of Google Ads

There are five different types (also called campaigns) of google-ads namely: 

1. Search: These are the types, in text form, you see at the top of the result page when you make a google search. Ads can also be created to appear in Google Maps.

2. Display: These show up on Gmail and other websites that are a part of the GDN (Google Display Network) like youtube, gmail. etc. alongside relevant content, Google Display Networks have 180 million impressions per month. 

3. Shopping campaigns: These can show off your products with images and include links to your business page.

Source: Search Engine Land

4. Video: Ads shown on YouTube by the side bar and also placed when playing videos.

5. App: These promote your app on Google Search, YouTube, Google Play and other platforms to advertise to the right people.


Objectives of Google Ads

You can choose the goal you want to accomplish for your brand from the list of laid out objectives that will be shown to you in the process of setting up your ad. This list is comprised of the following:

  1. Sales
  2. Leads
  3. Website Traffic
  4. Product and Brand Consideration
  5. Brand Awareness
  6. App Promotion



There are 3 stages to setting up your Google Ads Ad:

  • Create Campaign
  • Create Ad group
  • Create Ad in Ad Group

Before you start creating your campaign, it’s best you do some research on the most effective keywords for your niche.

There is a tool in Google Adwords that can help you do this, but you must have created your first campaign to have access to it. It’s called ’Google Ads Keywords’.

You can create a campaign, use the Keyword Planner and then edit your keywords for that ad. However, sites like keywords.io, ahref can help you with this before your first campaign is created.

  1. You must have a Gmail address to run a Google Ad.
  2. Go to Google Ads.com and click ‘Start Now’ at the top right corner of the page.
  3. At the bottom middle, click on “Switch to Expert Mode”

i. You’ll see an outline of different objectives. Select the one that is most relevant to you. For This example, ”Website Traffic”

a. Select web-site traffic.
b. Select the type of ad you want to run e.g. ‘search-based’
c. Input your website
d. Click continue.

e.Create your campaign

    1. Name your campaign (this won’t show on the ad)
    2. Deselect ‘search-network’ and ‘display-network’ if you don’t want your ad shown on the sidebar of other websites outside Google. Since Google seems to be more effective than its search partners, unchecking this box should save you some money.
    3. Set your start-date and end-date. If you don’t set an end-date, the ad will continue to run and you will continue to be charged.
    4. Select the location(s) where you want people to see your ad e.g. your country. (the more specific you are, the more the ad might cost you).

Instead of typing in a specific location, you can also set the ad to run within a specific-mile radius from a particular point e.g. a 30-mile radius from your store.

    1. Select the language you want your ad displayed in.
    2. Set your budget. You can start small and see how effective the ad is.  
      A very low budget like 1USD per day might not give you an accurate representation of how effective Google Ads is for your business because it is likely to afford you just a couple clicks.

You can set a maximum CPC. You can also experiment with this and see how it works .

Choosing accelerated means Google will spend your budget as quickly as possible, Standard means your budget will be spread over the course of your ad’s lifespan.

In additional settings, you can do things like set a time schedule for your ad to run, if you want it to run for specific periods during the day. You can also add more business information and your prices to your ad, amongst other things.

  1. Click ‘Save and Continue’.

f. Create an Ad Group

    1. Name your ad group (this won’t show up on the ad itself)
    2. Enter the phrases/keywords you want to trigger your ad. Once you have set up your account (which we’re doing right now), you’ll have access to Google Keyword Planner which will help subsequently in helping you choose the most precise and profitable keywords for your product or service.

There are also other tools that you can use to take the guesswork out of the game, even for your first attempt e.g. keywords.io

In inserting your keywords, you can type it in 4 different formats for 4 different effects, these effects are called ‘matches’.

      • Broad match: If you enter your keywords in this format: dresses for babies, it will give a broad match to those words and anything related e.g. baby clothes, baby things.
      • Modified broad match: In this format, you put the plus sign before words that you want to be in the Google search mandatorily e.g. +baby clothes (if someone searches ‘infant clothes’, the ad won’t show up) or baby +clothes (if the user types in ‘baby apparel’, the ad will not come up.
      • Phrase match: If you enter the keyword in quotation marks like so “dresses for babies”, it’ll give a narrower match to google searches that contain that exact phrase e.g. if someone searches ‘dresses for baby’, your ad won’t show up but if someone typed ‘colorful dresses for babies’ or ‘dresses for babies discount’, your ad will be displayed.
      • Exact match: Entering your keyword in square brackets allows a match with the exact phrase and no other additional word. It has been modified to include searches with synonyms or reordered phrases e.g. if your keyword is [dresses for babies], it will match with searches that say ‘dresses for babies’, ‘dresses for infants’, ‘babies for dresses’.

Each keyword can be entered in multiple formats in one ad, if you so wish, for any reason.

A column on the side will show you an estimate of how many clicks you could get with those keywords and how much it would cost you.

    1. Click ‘Save and Continue’.

g. Create Ad

      1. You can use split-testing and split your budget between multiple ads under one ad group so you can see which one works best and continue to use that one in the future.

Tip: Make sure to assign tangible amounts of money to each ad so you can get an accurate reflection of its effectiveness.

      1. Insert your 2 headlines. Try something catchy, maybe add a

discount to the second headline.

      1. Insert your descriptions.
      2. Save and Continue.
      3. Insert payment info and if you have a promo code, insert that also.
      4. Submit.

Congratulations! You just created your first campaign.

Tools to optimize your Google Ad:

      1. Now that you’ve set up an ad, you can make use of the Google Keywords Planner Tool to optimize your ads.

Click on explore your campaign.

To create a new campaign, go to All Campaigns” and click on the plus sign.

      1. Monitor the insights that Google Ads gives you on how well ads are doing. This will help you understand what’s working and what’s not so you can further optimize your ads in the future and gain more bang for your buck.
      2. Negative keywords: These stop your ad from being shown in search results if someone uses certain words along with your keywords e.g. discount or babies if you don’t give discounts or sell clothes only for adults. It also stops Google from bidding your set price/budget against the advertisers that want to use that/those keywords.
        • Click on keywords
        • Add negative keywords
        • Save

You can also create a negative keywords list to use in the future by clicking ‘Explore Campaign’, then ‘Tools and settings’ then Negative keywords list. When you’ve named it and created the list (it can be one or two words long), click on it, then click on “Apply to Campaigns’ to apply it to all or some of your campaigns.

Tip: You can use Ubersuggest.io to find negative keywords for your brand

      1. Google keyword planner:
        • Click Explore Campaign
        • Click on tools and settings at the top-right corner of your screen
        • Click Keyword Planner. Two bars will come up.

-You can use the first to find new keywords, see how much each will cost you, how much competition each keyword has (you want to pick the ones with low competition but relatively high searches; compared to others on the list).
-The second bar will help you see potentially how well your ad might do -this will help you ‘discover new keywords’ that you can use and see how well existing keywords do for other ads e.g. the CPM (cost per 1000 impressions).

      1. When you click on a particular campaign, you can change certain settings like what types of devices your ads are shown on by clicking the tab that says ‘devices’ on the lower left portion of the screen. Selecting the most likely option for your business removes the risk of your budget being used to show your ad on devices that are irrelevant to your business.


      1. You can choose to pause or even stop your ad at any point in time you so wish. You can even adjust your budget after it starts running.
      2. One campaign can have more than one ad group and one ad group can have more than one ad in it
      3. The more clicks you get, the less your CPC becomes.
      4. if you will be creating a large number of campaigns, you can use an app/tool called ‘Google Adwords Editor’ to help you out with managing them.
      5. If you’re managing multiple accounts for multiple clients, you need to first create a managers account.

You can then create your clients’ accounts under that and start from there. You can use one email for both the manager s account and up to 20 client accounts.

      1. To track conversions, you need to define what a conversion is to you: leads, sales, signups, phone calls from your settings. This will help you know which ad is working and which is not, know what time of day your ads are most effective etc.


Remember Google shows your ad to who is looking for you. You have the ability to advertise to individuals that want to find you. This step-by-step guide covered the necessary knowledge you need to have before, during and after creating your first google ad. From Knowing the types of google ads, creating your campaign account, drafting your ad, picking a suitable keyword to tracking and measuring your first google ads.

Schedule a no-risk consultation session with one of our experts

User Engagement Metrics

User Engagement Metrics – What They Are – Why You Need Them

How to increase your ROI by tracking the right metrics.

Do you ever wonder if your product or service would sell? Do you ever wonder whether your audience will find your products valuable?

Every Smart Marketeer is concerned about this.

When you start or run a business, ask questions like these to yourself: what kind of service am I providing? what kind of product am I selling? to whom am I providing or selling this to? is the price within their budget? and, how will I make them loyal customers to my brand?

Answering these questions as honestly as you can, creating a buyer persona, setting your price, and finally crafting an effective marketing strategy will determine the kind of ROI you’ll get from your marketing efforts.

But an iron-clad marketing strategy isn’t enough. You need feedback as your business grows. You need to see how your users behave. Track this user behavior and use the data to improve your services.

If you don’t track it, you won’t know it. If you don’t know it, you can’t improve it. Hence, you lose money instead of increasing profits


Let’s take an instance;

Two competing companies were visited by similar users over a period of one year.

Business A and B are both online women-only clothing and accessories stores.

Business A tracks their user engagement. At the weekly marketing meeting, they tell each other stories about what the users are doing.

They are currently focusing their efforts on getting users to make return purchases.

Take a look at their main metrics for the last month:

With the results above, they were able to plan the following:

Business A discovered that the majority of their purchases came from Ad spend – they decided to spend more time and effort on retargeting ads on abandoned cart users, baiting the ads with discounts to get more returning traffic. At the same time they want to strengthen their emailing list, so that they can become less dependent on ad spend.

They checked the profiles of churned users and realized that they consisted mostly of unmarried men, not the ideal customer for a women’s only clothing store.

They decided to:

– Not target their ads to single men, and

– add a pop up for bouncing users to know why they are leaving. Is it the website design, speed or plain lack of interest?

They will be reviewing the results beginning next quarter.

From the tracking results, they were able to segment their audience and decide the kind of emails to send:

– upsell complementary items for first time customers who purchased on the first session,

– send out omens of concern to users who abandon their carts, and

– incise loyal customers to fill in Get-a-Discount-For-Feedback survey.

They continually check the profiles of customers that purchase and target people with similar profiles once a pattern emerges. They experiment to see what type of upsells are working.

With the results Business A got from tracking their user engagement, they now have the power of segmentation, a better understanding of who their customer is, and the ability to plan the next year with intentionality.

They know how to improve their sales by crafting the targeted ads to be more tailored and personal.

Their email marketing efforts are improving and they are creating surveys with higher response rates, and relevant data-points. As long as they continually take action based on their findings, they are likely to improve their ROI in the coming years.

Business B on the other hand does not track its user engagement. Their marketing team meets often to debate strategies and the best debater often determines the direction and marketing spend. As a result, they have a very good idea of direction, but spend almost no time testing their ideas in the market by focusing on customer metrics.

They target the same demographics year over year, thinking a bad year will come and go. And when they target a different group, it’s based on motivations echoed during the marketing team’s quarterly strategic debate. Marketing means spending time and money on SEO but it’s not known if it achieves desired returns. The head of marketing is convinced that SEO is getting results, but there is no data to back it up.

Overall, they are making choices because of what they think instead of what their users and customers are telling them through their own behaviour. There is no story based on data.

A customer’s experience highly affects their engagement and in turn your sales. If you don’t address their needs and quell their objections, they leave and become one time customers. As a result, you’ll lose money or make less than what you could have. Studies show customers don’t mind brands tracking their habits as long as it improves their experience.

Customers are the pillars of a brand. Using your user engagement analysis as a means to improve their experience will make them loyal to your brand. They may become advocates and recommend your products and services to others. This gives your brand a type of trust that you wouldn’t get with other marketing efforts.

Key customer engagement statistics

Key customer engagement statistics

Statistics chart from financeonline.com

One time customers generate short term sales and short-term profits. Conversely, long-term returning customers generate long-term sales and then long-term profits. We are pretty sure you prefer the latter.

In case you’re still unclear about what User Engagement is, here’s a concise definition:

User Engagement is an evaluation of how people respond to your brand’s offering. It could be a service or a product.

User Engagement can be assessed in so many forms, like the number of views on a site, number of page shares, number of clicks on your ads, bounce rate, etc. The type of metric you use to assess engagement largely depends on your company and what you’re offering.

For instance:

Company Type Actions to be considered as an engagement
Visual Content Site
  • Liking/commenting on a post.
  • Reading a post.
  • Sharing a post.
Invoicing software
  • Creating an invoice.
  • Adding a new customer to send an invoice to.
  • Receiving payment
Online Survey application
  • Creating a survey.
  • Sending out a link to your survey.
  • Sharing survey site to someone.

Important User Engagement Metrics

Here are a few key important metrics, in as much as they’re subjective to your brand, they’re the KPIs that will be relevant and useful to any brand.

  1. Users: users are a vital aspect of your brand, various ways you can track your users include measuring your Active Users (daily, monthly or yearly active users, you can use this information to know the kind of visitors you have overtime.

If they fit into your customer profile, what products or pages they interact with the most, the users that keep coming back over time, and where they come from.

2. Sessions: A session happens when a user or a customer spends time on your app or website. With this metric, you can determine how often each person engages with your app or website.

3. Session Duration:

How long users stay before they leave. – knowing how much time users spend on your app/site will help you know how engaging it is and how best to improve it.

4. Retention rate: This is the number of users that return and become long term customers.

Tracking this metric will help you identify who your loyal customers are, who to maybe give discount codes, send Feedback-surveys to and also use their profiles to retarget ads if need be.

5. Churn/bounce rate: This is the opposite of retention rate, it’s the number of users that leave your site, after the first click, visit or overtime.

You can use this to compare your retention rate to the churn rate. Know the kind of users that leave and maybe send a survey asking what made them leave, so you can improve.

6. Acquisition: This is the root of where your users come from was it a referral? Ads? , organic search? Social media? or a Paid search?

Understanding where your interactions come from so you can budget your customer acquisition cost better, decide what marketing activity to focus on and what to spend less effort on.

7. Screen flow: With this metric, you can see what your customers /users interact with the most.

Find out what makes them have longer sessions, what triggers them to leave – With this, you can restructure and redesign your app or website based on the results you get.

All of these metrics are interrelated and it’s the best when you track them together in a dashboard, rather than independently.

It’s not just these metrics that matter. There are other engagement metrics and engagement actions that depend on the kind of business you run. Cart abandonment rates matter for eCommerce brands, number of comments for blogs and usage frequency for SaaS brands.

Picking the right one for your business is imperative, because not every metric is worth tracking. Not every metric is germane to your brand’s goals and growth. In fact defining just a few metrics to guide you or your team is better than defining too many risking information overload.

Tools to help you track your user engagement metrics

After knowing the what and the why, the how is what completes the circle of growth. In this case the how is by investing in analytics tools that will make it easier for you to understand how your users engage and use the results to improve your brand.

Once you can measure it, you can improve it.

  1. Opentracker:

Image of Opentracker's dashboard Image of Opentracker’s dashboard

This software can be used on your website or app. It will give you a detailed overview of where your visitors come from, what keywords they use to find you, and how long they stay on your site, how many times they’ve visited, if your link was shared, and even the city they’re from. This is the holy grail for measuring your user engagement, you have everything all on one, – metrics that will greatly improve your SEO efforts, better-target your ads based on their profiles, and overall brand performance.

Book a free consultation with OpenTracker to get started!

2. Google Analytics:

This software is the swiss army knife of analytics. It can be integrated with Shopify or Oberlo – it helps you measure performance, segment traffic based on actions, and understand how many actions are performed.


This is a heat map tool that helps you see what needs to be improved on your website. It helps you determine if people reach important content, follow the main links, buttons, and CTAs, and/or experience issues across devices while browsing your site. When you use heatmaps on business-critical pages (including your homepage, product and checkout pages), you make sure you are always creating a great experience for your users.

4.Survey Monkey:

This is a survey software that can help you create custom surveys to get feedback from your customers.


Two key things to always keep in mind when creating a user engagement strategy is – listen to your customers and – keep them happy.

  1. App/Website Speed: 70% of Customers say speed affects their busting decisions, if your app or website is slow or below average and you don’t improve, you are losing potential customers.
  2. Create a customer profile for your brand: Having a profile helps you target the right persons otherwise you’d be wondering why your ads are not effective. It’s because you don’t have an idea of what your ideal buyer should look like. Here’s how to do so and a cheat sheet to help.
  3. Personalizing your brand: Be relatable, customers love it when they can relate to a brand. They feel understood. Personalization starts when you can call them by name. Creating a target profile will take you a long way. 96% of Marketers agree that personalizing their brands improves their customer’s experience.
  4. Efficient customer service/support: Be reachable: Consumers are willing to spend 17% more on a company that has outstanding customer service and 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. Poor customer service/support will cost you a lot. Include a chatbox on your site, offer 24/7 support if possible, have a blog that explains Frequently asked questions/ issues about your brand and how to resolve them.
  5. Website and App design: Make your App and website easy to navigate. Clunky designs can hurt your SEO efforts; poor graphics can affect your app. Colors have a psychological effect on your visitors, so be sure to understand this and make use of color(s) that truly represent your brand.
  6. Invest in analytical software programs: Invest in software like Opentracker, survey monkey and hotjar. Track your Engagement – having an overview of the actions taken by users over time will help you improve your business continually.
  7. Learn to make your customers feel loved: Give discount codes if you can, say thank you when they purchase something, ask for opinions. Customers who already have a relationship with your brand, want to be heard and seen. It builds trust and loyalty.

In conclusion,

You don’t need to guess anymore.

You can see what your customers are dissatisfied with. You can take steps to address them.

Improve your ROI and make more profit by providing value to your customers. Understanding and satisfying your customer base is key.

Tracking user engagement is the way for you to do this.

Author : Vera Agiang

Vera Agiang is an Experienced Marketing Specialist with a demonstrated history of working with B2B FinTech and Saas companies. Follow her on LinkedIn.

How to Incorporate Social Media into Your Buyer Journey

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How to Incorporate Social Media into Your Buyer Journey

What was once a place to connect with friends has become an integral part of any marketing toolkit. In 2023, spending on social media advertising is expected to reach $268.7 billion, and with good reason. From building brand awareness to fostering engagement, social media has proven to be a powerful part of the customer journey.

But social media is about more than just scheduling content and increasing your brand’s visibility. It’s about understanding your customer and their unique journey. By taking the time to anticipate their needs, you can position your product or service as the natural solution to their problems. 

Here’s how you can utilize the opportunities social media offers in each stage of the buyer journey and integrate social media conversion tracking into your ecommerce dashboard.

social media in buyer journey

Incorporating Social Media into Each Stage of the Buyer Journey

Awareness Stage 

Social media is proven to be a vital tool in driving brand awareness. By creating relevant and engaging content, your brand can capture the attention of potential customers while amplifying the reach of your other marketing efforts (such as public relations or content marketing). The goal here is to choose platforms where your audience is most likely to be found and then create awareness campaigns tailored to those platforms. Social listening on Facebook groups, for example, will give you insight into what topics your audience is most interested in and allows you to create content that resonates with them in a powerful way. Giveaways and competitions are also effective ways to get people engaging with your brand and build a following.

Consideration Stage 

By sharing product demos, customer testimonials, and reviews on your social media channels, you can provide potential customers in the consideration stage with the information they need to make an informed decision. In addition, you can utilize social media to answer any queries or concerns potential customers may have. Q&A live sessions, for example, are an excellent way to engage with your audience and provide real-time support. Unboxing videos and product reviews can also be highly effective in providing customers with the confidence and motivation they need to make a purchase. If you offer a guarantee, now is the time to promote it. But, always ensure that your promotional posts have an authentic and customer-centric tone. A direct-to-camera video, for example, can be a great way to make a personal connection with your audience and put a human face to your brand.

Conversion Stage / Decision Making

The power of social media lies in its ability to reach a massive audience, and businesses can leverage this to offer exclusive deals to their followers. By promoting offers, discounts, and other incentives on their social media channels, businesses can create a sense of urgency and drive customers to convert. Posting thought-leadership content and authority-building content at this stage in the journey is essential to position your business as a trustworthy leader in the market. Strong calls to action in captions and interactive videos where buyers can purchase directly through your video are great ways to leverage the power of social media to drive sales and increase conversions.

Retention Stage 

The sense of community that social media provides is invaluable in retaining customers. By fostering a two-way dialogue on social media, businesses can create meaningful relationships with their customers, boosting retention rates. This means posting consistently on whichever platforms you have chosen as your best fit, engaging with customers directly, and responding swiftly to their queries. Offering repeat buyer discounts or loyalty programs can also be a great way to encourage customers to come back and purchase with you again. Additionally, by tracking customer journeys on social media, businesses can better understand their purchasing habits and tailor relevant content to each individual. This ensures that customers feel appreciated, valued, and understood — critical factors in the customer experience.

Advocacy Stage

When businesses share user-generated content, such as customer reviews and testimonials, they can showcase their happy customers and create a ripple effect of positive sentiment. Ultimately, this can lead to increased customer loyalty and higher conversion rates. User-generated content is far more impactful than any other type of content as it is authentic, unbiased, and highly trusted by potential customers. One way to encourage user-generated content is to run competitions and reward customers who share your content on their own social media channels. Using a branded hashtag and motivating customers to mention your hashtag in posts is a great way to increase awareness of your brand and can be incredibly effective in increasing consumer engagement. Partnering with influencers and micro-influencers is also an excellent way to leverage social media for advocacy and generate positive sentiment around your brand. Well-chosen influencers can help to spread the word about your products and services, further exposing your brand to potential customers. 

Pro Tip:

By posting one of these above-mentioned content pieces daily, you’ll have enough content to post five times a week. This way, you can consistently and effectively reach the full spectrum of your buyers at different stages of their journey.

Measure the Impact of Social Media on Your Buyer Journey

Many social media platforms have built-in analytics tools that allow you to track your impressions and engagement. But what if you want more robust tools that integrate with your e-commerce site to track your conversion rate?

For many businesses, the challenge lies in translating advertising budgets into meaningful conversions. While brand engagement, sentiment, and reach are critical, they should be seen as a bridge from your social campaigns to your website. 

At Opentracker, we provide the essential tools you need to identify which marketing channels are driving the most traffic, along with key metrics such as page views, cart additions, and conversions that provide valuable insights into how customers interact with your site. This, in turn, allows you to improve everything from your checkout process to your user interface to streamline the customer experience.

Tap into the full potential of social media marketing with goal-oriented customer journey tracking! Click to book a discovery call today!

The Role of Mobile in the Modern-Day Customer Journey

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The Role of Mobile in the Modern-Day Customer Journey

It’s no secret that the rise of smartphones has transformed how people interact with brands. Whether it’s the latest in fashionable footwear, browsing product reviews, scouring real estate listings, or making dinner reservations, you’d be hard-pressed to find an industry that hasn’t overhauled its customer journey in response to the breakneck pace of our mobile-first world.

mobile customer journey

[Photo by Luis Villasmil on Unsplash]

The convenience of mobile devices has revolutionized how customers research, compare, and ultimately, purchase products and services. With the rise of mobile apps, social media, and mobile-responsive websites, businesses can gain meaningful insights into their audience while delivering a personalized customer experience that fosters engagement, connection, and conversions. 

By harnessing the power of a mobile-centric customer journey, ambitious businesses can enhance their overall marketing and sales strategies—here’s how.

Awareness: Mobile Boosts Business Discoverability

As a result of the rise of mobile search, new businesses are being discovered at faster rates than ever. In addition to search engines like Google, potential customers are leveraging various platforms to uncover products and services in their area.

This includes platforms that were not initially created for search, such as TikTok, Facebook, Instagram, YouTube, and Pinterest. Today, some customers discover new products solely through these apps, foregoing traditional search engines altogether.

With so many avenues for customers to meet your brand, businesses that fail to embrace mobile risk being overshadowed by competitors. Today, a comprehensive marketing strategy not only requires ensuring high visibility on Google, but also means having a strong presence on social media and listing directories, tracking your customers on multiple platforms, and effectively following up on leads.

Conversions: Mobile Revolutionizes How Customers Buy

A decade ago, customers would take the time to search for a solution to their needs, seek out credible reviews, compare prices on various e-commerce sites, and check out a business’s website. Today, that process happens lightning fast—in a few minutes, and often without leaving their search platform.

In the fast-paced world of e-commerce, optimizing the mobile customer journey is essential for any business that wants to remain competitive. If your customers are finding you on search or social media platforms, implementing native tools (such as Google Shopping or Instagram Shopping) provides a frictionless shopping experience that makes it easy for them to navigate to their cart and complete their purchase. 

Of course, identifying where and how your customers are shopping is key to improving your customer journey. Whether your customers are shopping on Amazon, eBay, Google, or other e-commerce platforms, we keep track of your customer data from multiple sources in one place to give you a complete overview of your performance on each channel.

Retention: The Mobile Experience Brings Customers Back

The mobile-first customer journey doesn’t end with a purchase. A great mobile user experience can facilitate long-lasting relationships with loyal customers by providing fast and efficient shipping status updates, streamlined package tracking, and robust after-sales support.

To further enhance the post-purchase customer experience, mobile retargeting is a powerful tool that brings existing customers back into your sales funnel. With Opentracker’s automated customer journey reporting in real-time, you can see exactly where you’re losing customers on your site, then retarget them with online ads or use the data to improve that stage of their journey. 

Whether you’re beginning to implement your mobile customer journey or want to supercharge your existing customer experience, Opentracker is an innovative platform that offers a comprehensive suite of features designed to automate customer journey reporting while equipping you with the insightful analytics and data you need to stay ahead of the competition. 

Are you ready to embrace the power of mobile-first technology? Click to book a discovery call today!