Here at Infoserve, we’re going to be exploring a question that many people have when it comes to their website, and that is how do you actually measure website engagement? 

Perhaps you’re wondering this as you consider: is your website actually meeting your goals?

Rather than shooting in the dark with guess work, there is a lot you can gain from a basic setup in Google Tag Manager and Google Analytics to measure your website engagement.

How to measure website engagement

First we’ll address the ways to measure, then we will discover how you can improve these levels of engagement.

How to track CTA’s on my website

You may sprinkle your website with CTA’s (Call-to-actions such as call now), but you don’t know if anyone is actually looking at them. While page views are important, they tell you nothing, a page view could mean someone has opened up your page but not taken in any of your information. It could also mean they’ve seen information, but not done anything important with it.

What you can do in Google Tag Manager is create an element called a visibility trigger. 

A visibility trigger is basically what it sounds like, in Google Tag Manager you can set up a visibility tracker so everytime the CTA is visible to a user, it is recorded. 

You can also add these to website forms, where views are only recorded when a visitor clicks a button. This gives you a much better indication of how many people are actually viewing the form and how many are actually filling it in.

This can help you discover some good user behaviour decisions in regards to your website.

How to track website forms

Forms have been playing a vital role on websites for some time now, and they continue to do so. 

Again, in Google Tag Manager there is a piece of JavaScript which allows you to run a record of how and when people fill out forms. Did they click into it, did they skip fields or did they fill it out in full.

This can be particularly useful when you’re wondering if you’ve got too many, or too little fields in the form. It also gives you a good indication of how inviting the form is to fill in.

How to track visitors on my website

Google Analytics is a great all-round tool which gives you a wide variety of visitor tracking data collected from your website. It can be used with all Google sites and you will have to enable it with an analytics account ID.

You can track visitors by including a tracking code right after the HTML document. If this looks, or sounds too difficult, don’t worry we understand, you can use some WordPress plugins that automatically add this piece of code to your website, or you can contact us, here at Infoserve, and we will set this up for you or offer advice.

Google Analytics provides a range of solid features; Real-time visitor tracking, ECommerce tracking, Conversions tracking and more. 

You can watch your site in real-time and check the impact of your promotional content right from the analytics dashboard.

Google Analytics offers both a paid and free version. The free version will work for you if you own a small business as it includes all the basic tracking features.

Why do you need visitor tracking tools?

There are several reasons visitor tracking rolls are recommended. Making use of the right tracking rolls can optimise your marketing and content strategies and help you gain a better understanding of your target audiences preferences. 

The data you want to track and corresponding tools will depend on your business purpose and goals. Tracking can range from visitor counts to advanced analytical packages that provide much deeper insights.

Tracking benefits

• Helps perform better website analytics.
• Helps you identify popular/engaging content on your website.
• Provides information on which social media posts or ads are driving traffic to your website.
• Allows you to identify the products and pages with the highest views so you can easily track down and improve your under performing pages.
• Shows you live visitor count data.

How to increase website conversion

Okay, so you’ve set up your tracking metrics and you’re not creating as many conversions as you’d like. 

Now what?

First of all, ask yourself this question...

Is my website mobile friendly?

Optimising your website for mobile is one of the most important things you can do to ensure your online presence isn’t being overlooked.

Mobile users make up more than half the global audience, so if you’re not targeting mobile traffic  by ensuring your website is optimised for smartphone screens, we suggest that’s a good place to start. 

Here are some simple steps to make sure your website is mobile-friendly: 



• Create an appropriate template 
• Keep images and videos high quality but small 
• Design with responsive web design in mind 
• Remove navigation links that aren’t necessary 
• Make it easy to download content 
• Create an appropriate template that works on any device.

Add live chat support

Customers want to communicate with businesses just as easily as they do their friends and family. 

Adding a live chat support means no waiting lines, no need to pick up the phone and is a great way of holding onto potential customers.

Create a sense of urgency

You run out of milk, the supermarket is closing in 15 minutes. You pick up your purse or wallet and you head straight out the door.

A sense of urgency makes people move and act faster.

There’s no reason you can’t do this online too. 

Incorporating offers, discounts, special services with time limits make quicker buying decisions.

Improve your CTA’s

Customers rarely take action unless they're pushed, or encouraged into it. That’s why it’s essential to get your CTA’s just right. 

Your customers, as much as you’d like, can’t read your mind. You have to clearly invite them on that journey with you or they won’t. Simple.

Additionally, adding once CTA won’t do the trick you need to add them all around your site in easy to notice places. You will also want to consider colours and design. 

But, that’s where people like us, here at Infoserve, come in...

Add a pop-up email capture

Pop up email capture tools are a fabulous way to gather new leads, as well as maintain existing ones. They can be added anywhere on the website - homepage to product or service pages. 

If you’re worried about disrupting the user experience, don’t. When done properly they are a great way to build your customer database. 

Done wrong, well visitors won’t hesitate to leave your website.

Consider these key takeaways

• Adding a pop-up when a visitor is about to exit your site. 
• Sliding in a request once your visitor scrolls down the page.
• Displaying a sticky bar that stays on the screen and scrolls with the page.

Remove all distractions

If your website isn’t converting it’s likely the user is struggling to focus. 

If a website feels cluttered, confusing or filled with too much content, the user will feel overwhelmed. People prefer clean, simple sites that let them navigate and evaluate quickly and easily. 

A few tips:

• Make sure your navigation is minimalistic. 
• Avoid using too many colours.
• Ensure colours used are consistent with your brand. 
• Don’t use too many moving graphics.
• Don’t over advertise with flashing ads. 
• Make sure content is clear, concise with headings, subheadings, benefits and features.
• Add testimonials and reviews so customers can quickly resonate.
• Use simple branded visuals.

Now you’re ready to start converting those hesitant visitors into eager paying customers…

If you need help with any of the elements covered above, here at Infoserve, we offer website design by our in-house agency team in Leeds, which includes conversion rate optimisation (CRO) to turn visitors into enquiries.

0800 089 0879