What keeps users coming back to your Web site? Compelling content? Fast Performance? Cool site design? The answer is “yes”.
To use the three-legged stool analogy, the components (legs) supporting Web site engagement are:
- Content – Unique, compelling content that attracts users
- Design – Visually appealing, easy to navigate design
- Performance – Quick page load response time
Success in all three is needed to keep users coming back. Failure in any can drive them away.
Often, focus is placed on a single component – because it’s easy to measure – and assumed to be a proxy for the others. Not so. Measuring user engagement is a complex task.
Microsoft is doing some great work in this area with their Experimentation Platform.