I came up with this idea about measuring Visitor Engagement from a panel I attended at Virtual Worlds Hollywood last week and which I wrote about here in a post titled Engagement Metrics:
I detected 2 measures of Engagement that can be charted using web analytics or Audience Measurement data:
1. Frequency of visits (of engaged users of your site) with time spent per visit going up. (appeals more to site owners).
2. Frequency of visits (of engaged users) going up with time spent per visit going down (appeals to advertisers more).
However, in both cases, we’re looking at the activity and behavior of “engaged users”, not all visits to any site are going to be “engaged”. We need to segment visitors first, before we can calculate Site Engagement got a site.
Without having ComScore Segment Metrix to work with, I decided to try a Engagement Ramp chart by using ComScore to divide the Average times a visitor visited a Virtual World site by the average minutes per visit - and came up with this chart, below:
Without knowing for sure what was happening in Second Life last May, it’s impossible for me to say if my “Engagement Ramp” is accurate or not - but when I listed to the session last week - what I saw in my mind was a “ramp” or co-efficent, that is created from the two measurements (times per month you visited divided by minutes per visit).
An accelerating “ramp” means “engagement” is going up, and vice versa.
If my “Engagement Ramp” is in fact, measuring engagement, then it’s fairly flat for the leading virtuall worlds.
I think I need to work on this idea some more but I wanted to try it out here first - and play with it some more, plus get feedback from my readers.
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