Metrics. They make or break your help center, but they don't have to be so intimidating.
The daily must-sees are:
- Sessions/Views
- Active users
- Average engagement time
- Custom events
- User retention by cohort
We did some metric pairings for both Sessions/View and Active Users on my last two LinkedIn posts, which you can find π here and π here, but let's break down the Avg. Engagement Time.
We've already seen Avg. Engagement Time used a few times in pairings for the last two metrics, but to be honest, it really deserves its own place at the table.
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This metric gives you the power to tell if users are reading your content (or aren't), if content is functioning properly and doing its job, if "giving-up points" exist in your content, and where engagement should be encouraged.
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And now, we pair π·
1. Check if content is being read
Avg. engagement time + Page title
This is a funky one because longer times on a page can mean more in-depth reading, or it could mean more confusion. Maybe the reader is slowly absorbing all the content for the win π , or maybe their doorbell rang.
When it comes to this pairing, use a tool that has session replays (i.e., Posthog, Clarity, Hotjar, etc) to confirm findings.
2. Content effectiveness
Avg. engagement time + Event (ticket submission)
or
Avg. engagement time + Event (conversion action)
Monitor time on the page that leads to a win, either avoiding support tickets or completing a call to action.
3. Points of "giving-up"
Avg. engagement time + Exit rate
But how can you tell if it is a long time on the page with an exit because they understood, versus them rage closing out their window? You canβt with metrics alone.
Bring in our friend session recordings again or utilize customer feedback to uncover the truth behind the numbers when monitoring this duo.
4. Engagement encouragers
Avg. engagement time + Scroll Depth
Like our point of the give-up metric, this one is subjective. Rather than framing this metric as a content performance metric, use it to guide where to place your important content.
If you are seeing low engagement and average scroll depth, make sure to add your content to where the high number of readers scroll.
You may just see an increase in engagement over time.
Next time, we will cover one of the most frustrating yet rewarding metrics, Customized Events.
I used to think it was only for teams with developers, but with the magic of GTM and API documentation, I was oh-so-wrong.
Good luck and get help center-ing βοΈ
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Karissa
P.S. If you thought this was useful, pass it on. This took about 5 hours to create, so the more people it helps, the happier I am β€οΈ
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Want to grab a coffee β and talk metrics?
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