Your website is the mothership of online member engagement. This is where members go for information, event registration, and ultimately, membership value. But how do you know if your website is performing as it actually should? For small-staff associations, three metrics tell it all:
1. Returning visitors
What it is: Ok, this one’s pretty self-explanatory. A returning visitor is one that has visited your website at least once before.
What to look for: The more returning visitors you have, the better. This means your content is perceived as valuable and worth coming back for. Return rates vary by industry, but generally a 15 percent return rate is considered pretty good. If your site falls below this benchmark, try updating your content regularly or adding a blog to keep pages dynamic.
2. Bounce rate
What it is: A bounce rate is when someone comes to your website but leaves without visiting any other pages. In general, high bounce rates indicate issues with your web page – perhaps poor content, long load times, poor mobile optimization, or no visual appeal.
What to look for: According to HubSpot, the average bounce rate for content websites is between 40 and 60 percent. For blogs, the average bounce rate is between 70 and 98 percent. These benchmarks, of course, vary by industry, but feel free to use them as starting points when analyzing your own data. If your site or blog falls below these levels, try adding links to more pages within your site throughout existing content.
3. Social shares
What it is: Social shares reflect the number of times your pages are shared on Facebook, Twitter, LinkedIn, Pinterest or other social media sites.
What to look for: When it comes to social shares, there’s no magic number for how many your page should have. But obviously, the more shares you have, the better. To encourage social sharing on your website, be sure to include visible share buttons on the top, bottom or side of your pages.
Tip: Don’t just scatter social media share buttons throughout your website and call it a day. Before adding a share button to a page, ask yourself, “is the information really here worth sharing?” If it’s not, then it’s totally acceptable to forgo a button on that particular page.
For more tips on member engagement, download our free guide below!