Our product requires some education before customers make the purchase. Because we’re dealing with a chronic disease and life-threatening conditions, they’ll have to buy our product at some point, whether that’s now, or in a few months. So it takes some time to educate people on the science, efficacy, etc.
Which metrics do you use to for your content marketing and to measure engagement? Here are some we are looking at:
- CPL (people sign up for newsletter first)
- Conversion rate from content pages
- Avg. Time per Session (esp. split out per age group)
We’re also playing with micro conversions. These may include small asks in advance of pushing for a purchase that can help us better understand our audience and create an emotional investment on the customer’s part, for example prompting a survey question.