Measuring User Engagement for D2C store
Lot of indicators have been listed for a website engagement, but those aren't the same for a Single brand store. Here are a few indicators that brands must measure:
Repeat Purchase: Usually repeat purchase is defined as number of times a purchase is made in a year from your store. However, repeat frequency must be defined in relation to number of times an item is purchased in a month or year. Many products are purchased multiple times in a year and the brand needs to make sure that repeat purchase remains high of its loyal users.
Repeat Interactions : Brands need to track how many times user interacts with their store after making a purchase. The repeated interactions result in improved user engagement and hence, higher purchase intentions.
Positive shares: Brands need promotions and a lot of resources are spent on this. However in the age of social media, brands need to motivate their users to become its primary promoter. An average user is connected to 338 friends on facebook and has about 700 followers on Twitter in USA.
Hence, incorporating this in the user flow designs of your online store is the simplest way to ensure this. Offer opportunity to your users to make a positive share during the browsing and purchase experience of the store. This is the most meaningful outcome of an engaging interaction with the D2C Brand.
User flows for D2C brand store need to be designed not just for high conversion rates. Digital Brands have to build relation with the user in a journey of 3 minutes that is lasting and unforgettable.