Audience Engagement is a measure of the involvement, interaction, intimacy, and influence between brand and audience.
Audience Engagement in the ecommerce world refers to the process through which a company establishes a rapport with its digital audience, primarily by leveraging a variety of interactive ecommerce strategies. It is insightful, fascinating, and delivers measurable benefits when effectively utilized. For businesses to succeed in modern ecommerce spheres, they must connect with their audience beyond merely selling products or services. They must engage their audience through meaningful interactions, provide personalized experiences, and create content that resonates with them.
Audience Engagement = (Total Engagements / Total Followers or Impressions) * 100%
Suppose 'Ecommerce Mart' executes an email marketing campaign sending personalized emails to its subscribers. The audience engagement would be evaluated by the number of email opens, click-throughs to the site, conversions resulting from the email, and possibly social shares or responses.
Audience engagement directly influences several other ecommerce metrics. Higher engagement often translates into higher click-through rates, lower bounce rates, and more. Engagement is also tied to conversion rate optimization; a more engaged audience is more likely to convert into a customer, simultaneously improving customer retention rates and lifetime value.