How to Improve Email Performance Metrics: 5 Tips to Implement

How to Improve Email Performance Metrics: 5 Tips to Implement

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How to Improve Email Performance Metrics: 5 Tips to Implement
Unless you live under a rock, you should know what an email is. Heck, you might have sent some emails to your customers today.


But how do you know your email campaigns are not only reaching inboxes but also driving results? It all starts with understanding and enhancing your email performance metrics. 

In this guide, we’ll discuss:

  • How to improve some email performance metrics
  • A better way of measuring email content quality
  • The power of content feedback in measuring and improving the quality of your email content

What are the key email performance metrics?

Important email performance metrics you should monitor include:

  1. Deliverability
  2. Open rate
  3. Click-through rate
  4. Conversion rate
  5. Unsubscribe rate
  6. Return on investment (ROI)
  7. Reply rate

5 Tips to improve email performance metrics

1. Deliverability

Screenshot of Kevin Sozansky's post for a blog on how to improve email performance


Email delivery and email deliverability are two completely different things. The former refers to the ability of an email to reach the recipient’s inbox, and the latter refers to what happens next. What happens next in this case might be:

  1. It lands in their primary inbox
  2. It goes straight to spam

According to Email Tool Tester, 14.3% of all emails go missing or have been caught by popular spam filters while Kaspersky Lab and Cisco Talos place spam emails between 50% and 85% of total worldwide emails sent in a day – above 200 billion – which turns it into a big-scale problem.

To enhance email deliverability, you’ll need to:

  1. Regularly clean your email list by removing inactive and deleted emails with a tool like NeverBounce.
  2. Warm new email accounts for 2-3 weeks before increasing send volume: This means gradually increasing the number of emails you send over time for email providers to become familiar with your sending patterns and assess your sender reputation. Both factors significantly impact the deliverability of your emails.

To grow a good reputation that’ll enhance your email’s deliverability, consider implementing some email best practices like:

  • Limiting the number of recipients in each email batch to a maximum of 200-300.
  • Ensuring a minimum interval of 200 seconds between emails.
  • Complying with your Email Service Provider’s (ESP) email sending limits. For example, Gmail allows 500 emails per day for free accounts and 2,000 emails per day for a paid Google Workspace account.
  • Restricting the number of recipients from the same organization to a maximum of 5.

Though it’s a time-consuming process, Email warm-up is essential for effective email marketing, especially when you’re using a new email address and domain. To simplify this process, consider using automated email warm-up solutions like Litmus and Folderly.

2. Open rate

Screenshot of email open rates in 2021 vs 2022 for a blog post on how to improve email performance


Once your email lands in the recipient’s inbox, the next step is getting them to open it. Notably, the current average email open rate hovers around 37.65%. Moreover, a recent survey by SuperOffice revealed that 33% of respondents open emails solely based on the subject line.

To boost your email open rate:

  1. Personalize: Including the recipient’s first name, for example, increases email open rate by 2% according to GetResponse.
  2. Conduct A/B tests to determine which subject lines generate higher open rates. 

If no one opens your email, you aren’t getting any clicks, which brings us to the next tip.

3. Click-through rate

Click-through rates measure the percentage of people who click on a link or a call-to-action in your email. According to Mailchimp, the average email click-through rate across all industries is 2.62%.

To improve your email CTR:

  1. Experiment with email templates and layouts because email design affects how users interact with your message, as well as their level of interest and engagement. You can also test different email designs to find out what works best for your audience.
  2. Customize the content to match your email list. For example, for a newsletter, you can send longer emails. For product-focused content or offers – prioritize a single call-to-action (CTA).
  3. Include visuals in your emails to enhance their appeal and convey your message more effectively. However, when including images, make sure to assess their compatibility and loading speed on different devices.

According to a case study from Campaign Monitor, using an image-based email design can increase click-through rates by 127%.

A good email layout should:

  1. Adapt to different screen sizes and devices.
  2. Be easy to scan with clear headings, bullet points, and white space.

Test different email templates and content layouts to analyze which combination of these factors works best for your goals and audience.

4. Focus on content quality

Content quality here means sending the right emails to the right people – to answer the right questions.

To ensure your email content is of high quality:

  1. Segment your email list

According to HubSpot, marketers who segmented their email lists experienced as much as a 760% increase in revenue. Matching content to subscriber intent:

  1. Increases email relevance/content quality
  2. Reduces bounce rate
  3. Increases the conversion rate of your email campaigns

Segmenting your email list offers multiple advantages. Firstly, it enhances the precision of your content. Secondly, sending emails to targeted groups improves email deliverability, as spam filters frequently block senders who dispatch a high volume of emails all at once.

  1. Test different offers

You can test different offers inside an email by comparing two versions that have different incentives or calls to action, such as discounts, free trials, or bonuses. The goal is to find out which offer generates the most engagement and how you can create content around it.

5. Improve your measurement of email content quality

Measuring the quality of your email content is somewhat subjective, but you can use some key indicators to gain a better understanding of how warm your email list is. Here are some indicators to analyze:

Unsubscribe Rate: A rising rate may indicate that your content isn’t resonating with your audience, or it might be a sign of list fatigue – where the interest of email subscribers begins to decrease.

Open Rate: Monitoring the open rate will provide insights into the attractiveness of your subject lines.

Click-Through Rate (CTR): CTR reveals how effective your email content is at driving actions. It’s a critical metric for assessing the relevance of your email content.

The challenge arises when you observe a downward trend or stagnation in these metrics. This is where context becomes important. 

Putting It All Together: Email Performance Insights

To gain a deeper understanding of what’s happening, consider using Rockee’s feedback landing page for the following:

Customized Questions: To identify your readers and their preferences – to help you refine your email content further.

Screenshot of a customized Rockee feedback question for a blog post on how to improve email performance

Screenshot of a customized Rockee feedback question for a blog post on how to improve email performance

A Feedback Box: To encourage subscribers to comment or offer suggestions. This direct method helps in collecting qualitative data on content quality.

Screenshot of a Rockee feedback box for a blog post on how to improve email performance

iManage, a b2b tech company, directs readers from their prospecting and customer monthly newsletters to a Rockee feedback landing page as a way of monitoring if the content is of sufficient quality for their audience.

Using audience feedback alongside quantitative metrics would help you measure the effectiveness of your email content in a much better way – by giving you context behind the numbers. Ask your audience if they love your emails – with Rockee.

How to improve email performance metrics (FAQs)

How can I improve my email performance metrics?

To enhance your email performance metrics, focus on optimizing subject lines, personalizing content, segmenting your audience, collecting feedback, and regularly testing and analyzing your email campaigns.

How can I effectively measure and improve email content quality?

To measure content quality, use metrics like content ratings, CTR, and unsubscribe rate. You can collect insights – using Rockee – directly from subscribers to improve the quality of your email content.

Wisdom Dabit

Wisdom Dabit

Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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    Account Based Marketing Tactics: How to Gain Audience Insights

    Account Based Marketing Tactics: How to Gain Audience Insights

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    Account Based Marketing Tactics: How to Gain Audience Insights
    Account based marketing (ABM) tactics are strategies and techniques used by businesses to target and engage specific high-value leads known as accounts.

    ABM allows companies with a complex target audience to connect with their most valued prospects through personalized campaigns – as a one-size-fits-all approach often fails to deliver results. Account based marketing tactics are the building blocks of this approach, and they play an important role in successful ABM campaigns.

    In this post, we explore:

    • The challenges ABM practitioners face
    • What typical ABM content looks like and how it’s measured
    • A better way of understanding ABM content performance

    Let’s dig in!

    What is ABM?

    Account Based Marketing (ABM) is a strategic approach where businesses focus their marketing efforts on a select group of high-value accounts or clients by tailoring messages and tactics to meet the specific needs and preferences of each account.

    The origins of ABM can be traced back to the 1990s with the publication of “The One to One Future” by Don Peppers and Martha Rogers. This marked the initial shift towards a more personalized marketing approach. A decade later, ITSMA coined the term “Account-Based Marketing” and commenced research and training, propelling this strategy to the forefront of B2B marketing.

    Presently, a notable 66% of marketers have incorporated ABM into their practices, and more than 25% are actively planning to integrate ABM programs into their marketing strategies for the upcoming year.

    What makes a great ABM campaign?

    The goal with most ABM campaigns is to increase sales revenue quickly and efficiently; In Demand Spring’s State of ABM report, 74% of marketers surveyed mentioned generating new business as their main goal for account based marketing, while 54% identified increasing revenue as their primary objective.

    According to research by Gartner, personalized web or email content – perceived as helpful – increases the likelihood that the customer will make a high-quality purchase by 9%, and 56% of marketers agree that personalized content is key to ABM’s success.

    These numbers tell two things. A great ABM campaign:

    1. Requires extensive research/audience insights – to be personalized
    2. Generates real business results and ROI

    What does an ABM campaign with audience insights look like?

    GumGum – a contextual intelligence platform –  closed the enterprise B2B company, T-Mobile, by demonstrating a deep understanding of their target customer. For GumGum, account based marketing meant identifying and resonating with one key stakeholder at a highly targeted account.

    That was John Legere – the former CEO of T-Mobile:


    John is a well-known Batman enthusiast, which GumGum used to their advantage by commissioning a custom comic book with him as T-Man – the protagonist dressed in Batman-inspired attire.

    Screenshot of a twitter post by John Legere on Gum-Gum's prtrayal of him as T-man in a comic - for our post on account based marketing tactics


    This unique account-based marketing tactic got GumGum a contract with T-Mobile, and a significant amount of social media exposure.

    What does a digital ABM experience typically look like?

    Consistently, businesses have extensively depended on Account-Based Marketing (ABM) to customize campaigns according to their customers’ preferences.

    However, the outcomes have been varied (According to the 2021 State of ABM report); Pierre Custeau from MRP highlights that 75% of B2B buyers characterize their buying journey as highly intricate or demanding, while two-thirds express their dissatisfaction with the process.

    Despite the visible success and results from implementing ABM strategies, research from MRP’s State of ABM report shows that many companies are still finding it difficult to develop target account personas (31%) and also to identify the accounts that are most likely to purchase (31%).

    The digital ABM experience typically consists of highly personalized landing pages and content – which only a few users might see. 1-1 or 1-few ABM strategies may only have a total audience size of 20-30 people. This means your content needs to be spot-on to work!

    56% of marketers who responded to a recent Forrester study strongly agreed that personalized content is key to a successful ABM strategy.

    What are the challenges with measuring ABM content?

    In DemandSpring’s report, 33% of marketers surveyed tracked engagement metrics to determine the success of their ABM efforts – but numbers alone can’t tell you everything.

    39% of respondents mentioned facing difficulties when delivering a personalized experience, while an additional 34% encountered problems when selecting the right content assets.

    Having access to real-time insights increases your chances of reaching out to an account that’s ready to buy – even when the customer isn’t a lead – according to a recent study by InsideSales.

    Using on-site analytics and metrics will never give you statistical insight as there is never enough volume. These metrics are interesting indicators, but don’t enable much in terms of informed decisions – you need qualitative insight to make better decisions.

    How to collect user insights for ABM

    It’s hard to create content for buyers when you don’t know what their preferences are – and even harder to identify accounts that are most likely to purchase soon. Metrics also, cannot tell you everything – you need to understand the context behind the numbers.

    Now that we’ve explored some challenges with digital ABM, it’s time to introduce a solution to address these challenges: Rockee.

    Rockee is designed to help you know who your readers are, and how to create better ABM content they’ll love.

    With Rockee, you can use custom questions to find out:

    Content relevance: Is the content relevant to customer pain points?

    Customer journey: What stage of the journey are they on? E.g. are they just researching, or deep into vendor comparison?

    Content Perception: What did prospects think of content and feedback?

    Feedback from a high-value prospect can change your ABM approach overnight!

    After collecting audience feedback, you may find the challenges in that account are different from what you researched – but now you have the insight from ABM prospects to adjust accordingly and take the guesswork out of low-volume analytics data.

    Using Rockee feedback for informed decision-making will save both time and money for your marketing and sales teams, as well as increase their productivity.

    How to get setup

    Use feedback landing pages when sharing content via email i.e. sales outreach emails – where you can ask ‘Was our content helpful’ and link to a feedback landing page. You can also use the chat style widget if directing users to ungated content on a landing page.

    Screenshot of a Rockee email feedback widget for a post on account based marketing tactics

    Here’s how to set it:

    Step 1:

    If new to Rockee, start with the free forever plan by signing up.

    Go to the left sidebar and select “Setup.”

    From the Setup page, click “Add Widget.”

    Screenshot of setting up a rockee email feedback widget for a post on account based marketing tactics

    Name your widget (e.g., “ABM Prospect Category 1”) and click “Add Widget.”

    Screenshot of a post on setting up an email feedback widget for a post on account based marketing tactics

    Step 2:

    On the customization page:

    Screenshot of the process of customizing a rockee email feedback widget for a post on account based marketing tactics

    Customize the questions by clicking the edit icon.

    Click “Continue” to proceed.

    Step 3: Create a feedback landing page

    At this stage, you’ve already set up your custom collection widget. All you need to do is copy and paste the code.

    You can then embed a CTA – asking users for feedback – in your email outreach and gated content assets. You can direct users to this page for feedback.

    Screenshot of a Rockee feedback landing page for a post on account based marketing tactics

    Equally, you can go through the same process as above and spin up an on-site collection widget if you’re directing your ABM prospects to specific web-pages or content to consume.

    Step 4: Measure and analyze ABM content performance

    From your dashboard, you can analyze your content’s impact through ratings and feedback – and gain insights on ways to improve content.

    Screenshot of Rockee's content feedback dashboard for a post on account based marketing tactics

    ABM marketing tactics (FAQs)

    What are account-based marketing tactics?

    Account based marketing (ABM) tactics are strategies and techniques used by a business to target and engage specific high-value leads known as accounts. ABM tactics are aimed at building personalized and focused marketing campaigns with individual target accounts.

    How do you measure ABM content performance?

    To measure ABM content performance, collect feedback and ratings from target accounts, analyze content engagement, and also the number of leads generated.

    Wisdom Dabit

    Wisdom Dabit

    Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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      How to Setup A Content Feedback Survey to Improve Your Content

      How to Setup A Content Feedback Survey to Improve Your Content

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      How to Setup A Content Feedback Survey to Improve Your Content

      What is content feedback?

      Content feedback refers to the ratings and comments given to creators to help them assess their content, know their readers, and identify areas for improvement.

      Why should you collect content feedback?

      There are numerous reasons why you should gather content feedback. Here are a few:

      1. Many marketers rely solely on quantitative data, often leading to guesswork. Collecting feedback provides context behind the numbers – which analytics tools lack.
      2. Creating content that appeals to various roles within the same target audience is difficult, as understanding reader demographics, roles, and content preferences goes beyond mere numerical analysis. Collecting content feedback easily solves this problem.
      3. It’s hard to understand what resonates best with your readers without asking them.

      Collecting content feedback will help you:

      • Improve the user experience on your website
      • Leave readers with a good impression of your brand and expertise
      • Make your audience feel listened to
      • Show you’re real in an age of AI content (people like people, who knew?) and that you care about the experience of your readers

      What can you learn from content feedback?

      You’ll learn a lot.

      Questions you’ll have answers to after collecting content feedback via Rockee include:

      1. Is content resonating effectively?

      Use your overall Rockee score as a content benchmark (Net Promoter Score), and feedback boxes to collect reader insights.

      2. Am I attracting the right audience for my intent keyword?

      Use custom questions to learn more about the positions and industries of readers, or you could try and find out how far they are into their research or buying journey.

      3. What do visitors want from my content?

      Study reader feedback to uncover unique insights only they can provide.

      4. How can I optimize and improve my content for the web traffic I’ve already got?

      Analyse the suggestions from readers to improve your content’s quality, sometimes it can be really simple fixes which improve experience. This in turn is a great signal to send to Google, that you regularly optimize your content.

      More engaged on-site metrics like dwell time are also great signals for SERP.

      5. What are the numbers telling me?

      Compare the collected feedback with data from quantitative tools to understand numerical trends. High bounce rate? Reader feedback might reveal reasons behind it.

      Low dwell time? Use feedback to find out why users don’t stay on page – could be the content doesn’t align with keyword intent.

        How Rockee Comes In

        Rockee is a content feedback platform that facilitates the collection of ratings and feedback from readers of your content, to provide insights that are beyond the capabilities of analytics tools. Essentially, we help you uncover insights about who your audience are, where they might be on their customer journey, and how you can optimize your content quality.

        An example of a Rockee testimonial

        Using Rockee for a content feedback survey allows you to:

        1. Create custom questions to learn more about your audience and the stage of the customer journey they are in. You can easily set up and install in minutes.
        2. Collect feedback at scale, and use it to improve your content quality and SEO efforts.
        3. Find out why content has low engagement rates in GA4, and conversely which content has the highest engagement or lead-gen rates to inform content planning.

        How do I set up a content feedback survey?

        To set up a content feedback survey using Rockee, follow the following steps. Note: Matt has recorded multiple videos to guide you through each stage.

        If new to Rockee, start with the free forever plan by signing up. If you’re a user already, simply log in here.

        Screenshot of the process of signing up for Rockee

        Stage 1: Setup

        I’ve created a survey before, so I’ll navigate to the left sidebar to set up a new one.

        Rockee's left side bar

        Step 1: Select “Setup” from the left sidebar

        Screenshot of setting up Rockee for a content feedback survey

        Step 2: From the Setup page, click “Add Widget

        Screenshot of the process of setting up a Rockee widget for a content feedback survey

        Step 3: Name your widget (e.g., “Blog content survey“) and click “Add Widget.”

        Naming a content feedback survey widget

        Stage 2: Customize Your Survey Questions

        Customizing your Rockee feedback widget

        Step 1: Name the widget. We’ve done that already, so this step is covered.

        Naming your content feedback survey widget

        Step 2: Edit the first question. By default, you’ll have these departments shown. Choose the edit icon at the right corner if you wish to customize it for your survey.

        Customizing your first content feedback survey question

        content feedback survey question

        Step 3: The final question. Here, you can ask the reader’s seniority level – whether they’re an intern, a manager, a director e.t.c.,

        Customizing your second content feedback survey question

        Again, if you wish to customize the question for your survey, click on the edit icon, and save when you’re done.

        Customizing a content feedback survey question

        Step 4: Click “Continue” to proceed.

        Rounding up the cuistomization process of your content feedback survey

        Stage 3: Install the Rockee header and collection widget scripts in your CMS template to start collecting survey answers and ratings

        For a survey, it’ll be best to go with the embedded website widget which is more visible. You can also opt for a chat-style widget, or a feedback landing page if you’d want to collect email and non-website feedback.

        Again, there are videos to guide you at each step.

        Step 1: Install the header code in the header template of your website. 

        Installing the header code for your content feedback survey

        Copy the code from the right side – or this (<script src=””></script>) – to the header template of your website.

        Step 2: Install the Collection Widget code on the content hosting template or specific pages

        Install the collection widget on any template used for hosting your content or manually if you’d like to have the widget on only select pages. You can copy the code from the right side.

        Installing the collection widget code for your content feedback survey

        (Note: Codes are different for each setup)

        Installing the code on any template used to host your content – preferably at the footer – would get the Rockee widget to automatically load across all of those pages. Rockee will report back on ratings/feedback, and automatically detect the page Title and URL for easy review in your dashboard. 

        However, if you wish to collect feedback individually for each page, manually, copy and embed the code at the end of the content like I did for this post below.

        Manually installing the collection widget code for a content feedback survey

        Stage 4: Save Changes and Start Collecting Feedback for your Survey

        Check to confirm if you’ve correctly added the codes, and update the pages.

        And your survey’s live!

        It’ll typically appear like this at the end of your content:

        Or like this if you opted for a chat-style widget:

        Stage 5 (Optional): Place Trust Badges

        Incorporating trust badges is an effective method to enhance content engagement.

        Example of a Rockee trust badge


        There are two ways of setting up for your survey:

        1. Show badges at scale (highly recommended): Add the Trust badge code to the template designed for hosting content, such as a blog template layout. Adding this as a one-time install would automatically load it across all those pages, and Rockee will display survey ratings and feedback to visitors.
        2. Manually add the code to pages you wish to show content feedback on: This is particularly helpful if you wish to focus solely on high-value content pages like industry reports for your survey. Choosing this setup would allow you to test your content feedback survey on a few pages first.

        Why Rockee over Hotjar or other generic survey tools?

        1. It’s focused entirely on content performance, not your website’s user experience – making it perfect for SEO and content teams to quickly understand which content works best – and also gives insight on how to optimize content accordingly.
        2. You can embed content analytics from sources you already use like GA4 (This feature is coming soon)
        3. Easy to use your feedback as social proof with Trust badges

        Below’s an example of a Trust Badge on the Thomas blog:

        An example of a Rockee Trust Badge


             4. You can share the content your audience loves most on social media. 

        This post by FundingHero – with an average 5-star review – won Content of the Week, and we shared it on LinkedIn.

        Rockee's content of the week

             5. Our widgets load faster – enhancing website load times and overall performance due to their lightweight design.


        Feature Rockee Hotjar
        1. Audience Feedback Collect real-time feedback on content to understand audience preferences. Primarily emphasizes heatmaps with a limited emphasis on user feedback
        2. Content Optimization Optimize content based on audience insights, enhancing its effectiveness. Lacks emphasis on content optimization.
        3. Customizable Questions Customize questions to gain insights into audience demographics and preferences. Limited customization for gathering user data.
        4. Content Diversity Covers various content types, from landing pages to PDFs, emails, and eBooks. Focus primarily on website interactions.
        5. Trust Building Utilize social proof badges and reviews to enhance content credibility and trust. Less emphasis on building content trust.
        8. Performance Dashboards Access content measurement and performance dashboards with insights and scores. Lacks detailed content performance analytics.
        9. Loading Speed Rockee widgets are lightweight and load faster Widgets are heavy and affect page speed

        Content Feedback Survey (FAQs)

        Why is content feedback important?

        Content feedback is important because it helps you to improve content quality, engage users better, reduce bounce rates, and align content with audience preferences.

        How do you use feedback to improve content performance?

        You can use feedback to enhance content performance by identifying strong and weak content, addressing user concerns, tailoring content to audience preferences, and refining your approach to content optimization.

        Wisdom Dabit

        Wisdom Dabit

        Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

        Get content insights in your email

          Share this article
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          Get some feedback

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          How to Reduce Bounce Rate: 7 Tips to Implement For Results

          How to Reduce Bounce Rate: 7 Tips to Implement For Results

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          How to Reduce Bounce Rate: 7 Tips to Implement For Results

          What is Bounce Rate?

          In Universal Analytics, bounce rate was defined as: “The percentage of single sessions in which there was no interaction on the page”.

          In GA4 however, bounce rate is defined as: “The percentage of website sessions that were not engaged sessions.”

          An engaged session lasts for 10 seconds or more, has either 1 or more conversion events, or 2 or more page views. If a user doesn’t meet any of the criteria, GA4 will count their session as a bounce.

          For example, if a user visits your website, reviews a page for less than 10 seconds, and then leaves without triggering any events, or visiting another page – that session will count as a bounce/non-engaged session.

          What is a Bounce Rate Benchmark?

          According to a recent study conducted by Siege Media, a good bounce rate is around 50%, with blogs having a higher “good” bounce rate of up to 80%.

          How to Calculate Bounce Rate in GA4

          To calculate your website’s bounce rate in GA4, use non-engaged sessions.  For instance, if you had 20 sessions with 15 of those counting as ‘Engaged Sessions’, the calculation goes:

          5 non-engaged sessions/20 sessions = 40% bounce rate

          So your website’s bounce rate is 40%, and the engagement rate is 60%.

          If you still want to see your site’s bounce rate – instead of calculating using the engagement rate, you can adjust columns in GA4 to display it. To check your bounce rate in GA4:

          1.  Go to the “Reports” tab.Screenshot of GA4 report for a blog post on how to reduce bounce rate
          2. Then click “Engagement > Pages and screens.Screenshot of GA4 report for a blog post on how to reduce bounce rate
          3. Use the pencil icon at the top to customize the report.Screenshot of customizing a GA4 report for a blog post on how to reduce bounce rate
          4. Then select “Metrics” on the sidebar.A Screenshot of selecting metrics in GA4 report for a blog post on how to reduce bounce rate
          5. Click on “Add metric” Screenshot of adding metrics in GA4 report for a blog post on how to reduce bounce rate
          6. And scroll a bit to choose “Bounce rate”.Screenshot of adding bounce rate in a GA4 report for a blog post on how to reduce bounce rate
          7. Click and drag the 6 dots beside “Bounce rate” to display it amongst the first columns. Then select “Apply.Screenshot of editing  bounce rate in a GA4 report for a blog post on how to reduce bounce rate
          8. Select “Save” > “Save changes to current report” > “SaveScreenshot of saving  bounce rate changes  in a GA4 report for a blog post on how to reduce bounce rate
          9. Navigate back to check if you’ve successfully customized the report to include bounce rate.Screenshot of including bounce rate in a GA4 report for a blog post on how to reduce bounce rate


          Note: If you are fine with using only the engagement rate, simply subtract it from 100%, and you will get the bounce rate.

          Is Bounce Rate Important?

          Relying solely on the calculation of a website’s bounce rate to determine the percentage of disengaged users might not be entirely accurate. User bounces can occur because:

          • Readers found the answers they needed, so they didn’t bother to stick around. They could also return later, as it can take a customer up to 500 touchpoints – depending on your solution’s complexity – before making a purchase. Be patient and value the user’s experience above anything else. 

          If you’re interested in learning more about your readers and collecting feedback from them – I’ve added methods you can use later in the article.

          What Then Are You Optimizing Bounce Rate For?

          Essentially, you’re optimizing the bounce rate for users on your website to:

          1. Explore more content
          2. Learn further about your solution/product

          True, right? 

          So here are some tips you can use to lower your site’s bounce rate.

          Implement these 7 Tips to Increase Engagement and Reduce Bounce Rate

          1. Have a great content UX
          2. Optimize your website’s technical experience
          3. Kill the popups
          4. Add CTAs for ‘next content’
          5. Include purchase CTAs
          6. Does your content resonate?
          7. Build trust with users by adding social proof

          1. Have a great content UX

          Take SEMrush for instance:

          Their blog excels in this aspect.

          Screenshot of the Semrush blog layout for a blog on how to reduce content bounce rate, and also how to reduce bounce rate for a website

          It uses ample amounts of white space, a legible font size, and a table of contents for easy navigation.

          Distinct calls-to-action guide users interested in related content and the product, while the homepage showcases testimonials from current product users. Talk about a great user experience for readers!

          Screenshot of a twitter post on bad UX for a post on how to reduce bounce rate


          2. Optimize your website’s technical experience

          Optimizing page load times on your website creates a friendly environment that encourages users to explore content further, rather than leave due to frustrations caused by slow loading.

          You can use a tool like PageSpeed Insights to audit your site’s mobile performance, accessibility, image best practices, and SEO. 

          Common methods for enhancing loading speed include:

          – Implementing a content delivery network (CDN)

          – Minimizing HTML, CSS, and JavaScript

          – Eliminating unused codes

          Also, find and fix broken links on your website to help readers access pages better. The last thing readers want to see is a 404 page while exploring your content.

          3. Kill the popups

          Screenshot of a Twitter post discussing how bad popups are for a blog on how to reduce bounce rate


          Eliminate popups so readers and visitors can find what they need – without getting irritated. 

          In a recent G2 survey, 82.2% of participants expressed a dislike for website email pop-ups. Of those, 45.6% disliked their widespread nature, while 28.6% were bothered by their immediate appearance upon landing on a site.

          I mean, how would you like someone interrupting while you read a newspaper or a book for example?

          Let the content do the talking, and readers will inquire about your product when they are ready.

          4. Add CTAs for ‘next content’

          One of the criteria needed to have an engaged session on your site is for a user to visit more than one page, so try including calls-to-action that direct them to more content they’ll be interested in.

          WordPress users can install the free Ultimate Post Kit Addons plugin to display more relevant content for readers. Some themes also have this feature enabled by default.

          5. Include purchase CTAs

          Once more, avoid pop-ups. 

          Instead, naturally add links to direct readers to relevant pages and content about your solutions. For an effective purchase CTA, consider placing a clear primary call-to-action, such as a ‘Try now’ or ‘Sign up’ button, in the upper right section of your website’s navigation — similar to what you’ll find on our website.

          Slack does this well.

          Screenshot hihlighting Slack's purchase CTA for a blog post on how to reduce content bounce rate


          6. Does your content resonate?

          Sometimes, users leave because they don’t get answers to their questions.

          But how would you know? Checking bounce rates? Traffic?

          The answer is straightforward: inquire. 

          Use a Rockee feedback widget to understand why, by gathering ratings and collecting feedback from readers on areas for improvement.

          Implementing their suggestions would improve your content’s quality, and help you capture the reader’s interests effectively.

          7. Build trust with users by adding social proof

          You can also place Rockee Trust Badges on your website to show users proof that readers love your content.

          Below’s an example of a Rockee Trust Badge on the Thomas blog. The content was rated an average of 3.73/5 from 91 reviews:

          Screenshot of a blog from showing a Rockee Trust Badge for a post on how to reduce bounce rate


          How Content Feedback Reduces Bounce Rate

          If readers’ feedback and ratings are consistently good, you can assume you’re helping readers out. Focus on SEO optimization to enhance its visibility – and use feedback through a tool like Rockee to create better content.

          However, if feedback and content ratings show that the content is not so good, and bounce rates reinforce the point – use the feedback collected to optimize the content and reduce its bounce rate.

          And yes, we’ve got a free plan if you want to give it a trial.😉

          How to Reduce Bounce Rate (FAQs)

          What is bounce rate and how do you improve it?

          Bounce rate is the percentage of visitors who leave your website after viewing one page for less than 10 seconds – without visiting another, or triggering 2 or more conversion events. 

          To improve bounce rate, focus on optimizing page load speed, enhancing content relevance using audience feedback, and ensuring clear navigation to encourage visitors to explore more of the site.

          What is a good bounce rate for content?

          A good bounce rate for content typically falls between 40% and 60%. However, the ideal rate varies based on the type of content and the website’s goals. Lower bounce rates indicate that visitors are engaging with more pages, but context matters when assessing what qualifies as a “good” bounce rate.

          What causes high bounce rate?

          High bounce rates result from various factors like slow page loading times, irrelevant or unengaging content, confusing website navigation, poor mobile responsiveness, and intrusive pop-ups.

          Wisdom Dabit

          Wisdom Dabit

          Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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            Content Optimization: A Guide for SEO and Website Conversions

            Content Optimization: A Guide for SEO and Website Conversions

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            Content Optimization: A Guide for SEO and Website Conversions
            Creating content is one thing, maintaining it to stay relevant is another.
            Content marketing team
            When trying to do content optimization, you should have a goal in mind – be it to perform better on search engines, increase engagements, or drive conversions.

            What is Content Optimization, and Why is it important?

            Content optimization is the process of choosing, structuring, and making adjustments to content over time – to ensure it’s still relevant to readers, drives conversions, and performs well on search engines.

            Back in 2006, Amazon conducted a study to see how page load times affected sales. The result? They found that an additional 100ms load time resulted in a 1% reduction in sales. This translates to roughly $5.1 billion today.

            This study highlights how content optimization focused on speed and performance can directly impact sales and conversions. This post will cover how to optimize content for SEO, and how to optimize for engagement and conversions – alongside reader’s feedback.

            How to Optimize for SEO

            1. Study the topic keyword and related keywords with tools like Ahrefs/Semrush
            2. Analyze keyword density – using tools like YoastSEO and SEMrush writing assistant
            3. Add visuals to improve the reader’s experience
            4. Add internal links to related content
            5. Be tech friendly – check your site for core web vitals performance
            6. Update regularly

            1. Study the topic keyword and related keywords with tools like Ahrefs/Semrush

            Keyword research involves finding out what words, phrases, or queries are used to search for information, a product, or even a service online.

            This is important for search engine optimization because it tells you what your target customers are searching for, and how you can create content that matches their needs and expectations

            Example: We used Ahrefs to conduct keyword research on this post’s topic.

            2. Analyze keyword density – Using tools like Yoast and SEMrush Writing Assistant

            Keyword density simply refers to how often a keyword appears on a piece of content when compared to the total number of words on that page. Analyzing keyword density is important because it helps you to find out if:

            • You’ve adequately used the main keyword(s)
            • You’ve used a keyword in excess
            • There are new keyword variations and opportunities you can use to make the content better

            You can use the Yoast SEO plugin, and SEMrush’s writing assistant – both with free plans –  to analyze the keyword density of a piece of content.

            3. Add visuals to improve the reader’s experience

            Visuals communicate messages faster and easier than text. Including pictures and videos improves the reader’s experience by helping them understand your content much better.

            Examples of visuals you can add to content include: Images, videos, infographics, and animations.

            4. Add internal links to related content

            Linking pieces of content together using descriptive anchor text signals to search engines and your readers that the pages are related, and helps them understand the context and relevance of your content. 

            During page discovery and indexing, search bots use internal links to crawl and find new content on your site. Without properly adding internal links, some pages will go unnoticed.

            5. Be tech friendly – Check your site for Core Web Vitals performance

            A core web vitals performance test measures a website’s performance in terms of loading speed, interactivity, and visual stability. These three aspects are what Google considers the core of a good web user experience. Running a core web vitals performance test will help you to:

            • Identify and fix issues affecting your website’s performance
            • Improve your website’s rankings on Google search results, as core web vitals are a part of the page experience signals Google uses to evaluate web pages
            • Increase your website’s traffic, conversions, and revenue as better core web vitals lead to more engagement and loyalty from visitors

            The core web vitals report in Google Search Console shows how your pages are performing based on real-world usage data.

            Review and implement the recommendations from Pagespeed Insights to improve content experience. Once you’ve applied the changes, rerun the analysis to see if there are any improvements. 

            To run a core web vitals performance test in search console, head over to GSC > Experience > Core web vitals.

            If your site doesn’t have enough data, try the Pagespeed insights test. I ran it for Rockee, and below’s a screenshot of the desktop report.

            6. Update regularly

            Updating content regularly indicates to search engines that your content is relevant, and is actively being maintained to provide readers with current information. This is particularly important for time-sensitive topics. Updated content also attracts more engagement – as readers prefer to read current posts on a topic.

            Some changes you can implement during a content update include:

            • Editing titles
            • Adding new stats
            • Replacing old data graphs
            • Adding relevant keywords
            • Including new product features

            How to Optimize for Engagement and Conversions

            Ranking for a search term alone isn’t a guarantee you’ll get results – convincing your audience with helpful and persuasive content is. 

            Moreover, ranking on search engines is great, and a major part of SEO – but the real success comes from creating content that truly connects with readers.

            Content remains the biggest tool for increasing engagement and conversions as visitors don’t buy from metadata on the Search Engine Results Page – they need to know your story, what problems you solve, and how your product or service fits in before they buy.

            To optimize content for conversions, the first step is to make sure the page is high-quality and relevant. This involves providing truthful and accurate content that meets the needs of the target audience. The content should also be easy to understand, navigate, and visually appealing. The next step is to create a clear and easily understandable call-to-action (CTA) that prompts visitors to take action. It should be specific and direct, guiding them on what to do next.” – Matthew Ramirez (Founder of Rephrasely)

            Through countless A/B tests & GTM’s ‘click url’ parameter, I’ve observed that a well-placed, direct Call to Action outperforms any other generic one. Ensuring your audience knows exactly what to do next is key. – Ian Dukleth (SEO/Content Strategist at Ian Dukleth)

            Why You Should Collect Data on User Experience with Rockee

            The old way of content analysis and optimization involves using qualitative data to make decisions. Let’s put aside the fact that a good number of these tools are not 100% accurate – there’s a ton of speculation involved.

            Use custom questions to learn more about your audience

            With Rockee, there’s no need to guess. You’ll get the opportunity to use personalized questions strategically – to provide context for feedback.

            You can figure out who your important customers are and where they are in their journey by asking them what job they do and why they’re reading your content.

            Create a performance benchmark

            During the initial 30 days of using Rockee, you’ll get an average content score for benchmarking purposes. This baseline score will serve as the starting point for your optimization efforts.

            Our user base’s scores typically range from 3.5/5 to 4.5/5, while the average brand achieves around 4.1/5 for their website content.

            My site, for example, has an overall score of 4.73/5 from 11 reviews.

            When to optimize based on feedback

            To gauge performance, it’s advisable to gather a minimum of 5 to 8 ratings for an article. Ideally, having 8 or more ratings (as recommended by Creswell & Creswell, 2018) provides a solid foundation for evaluating the top-performing and underperforming articles.

            The feedback collected will typically fall under two categories:

            1. Fix now – like grammatical errors
            2. Fix later – like content planning and prioritization

            Below’s an example of feedback from a reader. The reader rated the content a 2/5  while the average content score from three reviews (it included) – is a 4/5.

            Now without this type of feedback, you’ll never know the reader’s thoughts, and how to make your content better.

            Combining metrics from Google Analytics 4 – like ‘number of users’, and ‘unique user scrolls’ – with your overall rating/scores and feedback from Rockee will help you measure your content’s performance better. You can also check conversions in GA4 and feedback from Rockee to see the type of content your audience likes, and those driving conversions.

            Here’s a little guide to explore, on how to measure content performance using GA4 and Rockee.

            Want to optimize content better for conversion?

            Create a free account to start collecting feedback from your audience.



            Content Optimization (FAQs)

            What are the keys to content optimization?

            The keys to proper content optimization are keyword relevance, content feedback, engaging structure, concise formatting, and regular updates.

            Why is content optimization important?

            Content optimization is important because it enhances search visibility, boosts user engagement, and drives conversions by delivering valuable and relevant content.

            What is the difference between content optimization and SEO?

            Content optimization focuses on improving user experience, engagement, and conversions. Search engine optimization, while related, emphasizes more on techniques to increase search engine visibility and rankings.



            Wisdom Dabit

            Wisdom Dabit

            Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

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              A Guide On How To Measure Content Quality in 2023 (+ Checklist)

              A Guide On How To Measure Content Quality in 2023 (+ Checklist)

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              A Guide On How To Measure Content Quality in 2023 (+ Checklist)


              What readers call quality content differs from how Google Identifies it. But what exactly is content quality? 

              This post will touch on that, and also on how to measure content quality from three perspectives:

              1. Internal approval from your team or business
              2. Google’s perspective
              3. The reader’s point of view

              Want to know how to align all three? Here’s the lowdown.


              What is Quality Content?

              To readers, quality content answers all their questions. To content creators, quality content is one their readers love and find helpful. To Google, quality content satisfies their E-E-A-T requirements. Flip everything around, and content quality means:

              1. Writing that solves a problem
              2. Writing that’s actionable
              3. Writing that satisfies Google, enough to be found by readers

              Mark Evans, the principal marketer at Marketing Spark, thinks “Quality” is a subjective term when it comes to content marketing. “… It depends on how you serve target audiences and create content that delivers strategic and tactical insight that matters to them.

              For example, quality content for some people are listicles that provide information about different options. If this type of content is relevant and impactful, it falls into the quality category.

              Stepping back, quality content comes from truly knowing and understanding your audience, their problems, challenges, aspirations, goals, and questions. When you have this insight, content is a lot easier.

              A Checklist to Use Before Launching Content

              Going through a checklist ensures that you aren’t missing important steps, and are right on track. Imagine publishing a post to find out it’s riddled with typos – not because you aren’t good at English, but because you didn’t check for those errors before publishing.

              Here’s a good checklist to guide you in ensuring the content’s quality is good enough to publish.

              1. Have you checked the content’s quality?
              2. Does the content match keyword intent?
              3. Have you used images and videos to break things up?
              4. Did you run a grammar check?
              5. Is your content authentic?
              6. Has an internal subject matter expert contributed to/reviewed the content?
              7. Is your content’s UX visually appealing?

              1. Have You Checked the Content’s Quality?

              To check the quality of content, ask the following questions, using Lily Ugbaja’s LEMA framework:

              • Is the content logical?
              • Is it explicit?
              • Is it memorable?
              • Is it actionable?

              2. Does the Content Match Keyword Intent?

              Aligning keyword intent with content creation ensures that what you are creating matches the expectations and needs of your target audience, as well as those of search engines.

              Example: For this post, we’re targeting readers who want to know how to measure content quality. Therefore, we have to use the right keywords for you to find us, and the right sections to cover everything you need to know.

              2. Have You Used Images and Videos to Break Things Up?

              Including images and videos break the dullness of text and add variety. For instance, some readers might prefer watching a video to reading a long post.

              3. Did You Run a Grammar Check?

              Using a tool like Grammarly to highlight grammar, spelling, and punctuation errors you might have missed when writing or editing ensures your content is understandable – and rid of errors.

              4. Is Your Content Authentic?

              Authentic content sincerely resonates with readers. With the influx of AI writing tools, more low-quality content is being pushed out daily. AI content checkers are great for discovering the quality of content as they use artificial intelligence to detect whether the content was generated by a machine or a human.

              A common sign that a piece of content was written by AI is the use of repeated words or phrases. For ChaGPT, these include: “However”, “in addition”, “in conclusion”, and “additionally”. I mean, even ChatGPT gave me a whole list of them.

              This post highlights some additional ways you can use to detect AI-written content and also to check if your content sounds like AI wrote it.

              Sara Stella Lattanzio, a B2B content strategist, and advisor, thinks AI content lacks empathy and distinctiveness – and I agree. I mean, AI doesn’t have access to my swipe file.


              5. Has an Internal Subject Matter Expert Contributed to/Reviewed the Content?

              A good process for creating content would be for the writer to find the expert in their own business on that subject matter and get insights from that person – to accurately inform readers. SeedLegals do this really well, by including contributions from experts in their content. Here’s an example:


              Content creators should focus on showcasing subject matter expertise, citing reliable sources, and maintaining a transparent and credible online presence. These elements bolster content quality and build user trust, resulting in stronger engagement and better search rankings.” – Derrick Hathaway (Sales Director at VEM-Medical)

              After the content’s created, have the subject matter expert review it.

              When an internal expert reviews content, they can identify inconsistencies and inaccuracies that the writer may have overlooked as a result of a lack of expertise. Doing this ensures content is credible, and prevents you from spreading false information.

              6. Is Your Content’s UX Visually Appealing?

              If your website’s layout is ugly, a good number of readers will leave immediately after they notice.

              “Ever walked into a cluttered room and felt instantly overwhelmed? That’s how readers feel on a messy site. A sleek, easy-to-navigate website makes your content pop, and tells your readers, “Hey, we’re professional, and we care!” – Sudhir Khatwani (Founder at The Money Mongers)

              In this post, Matt highlights how Ahrefs uses visual signposting to reassure readers with:

              1. An author’s bio showcasing the writer’s expertise
              2. Stats showing how well their content is accessed, linked to, or discussed on social media
              3. Multiple sharing options
              4. A table of contents for readers to skip to parts they are interested in
              5. A call to action for readers to signup for their newsletter


              Also, use attractive typography and reasonable amounts of white space.

              Our website is super “clean” by design. We don’t use sidebars or run ads on the pages because we want the user experience to be on point! We’ve received many compliments over the years that our website is nice to read/engage with. So my opinion, from first-hand feedback, is that a nice easy-to-use experience on your website conveys quality to the content itself. – Hilary P Johnson (Business Growth Consultant at Hatch Tribe)

              Google’s Perspective on Content Quality: E-E-A-T

              The recent addition of an “E” in Google’s search quality evaluator guidelines means Google favors content where the author has first-hand experience on the topic. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

              The Google Search Quality Guidelines are mainly about helping people quickly find good websites and content.

              More on that here

              Regarding E-E-A-T, with the rise of AI writing tools, large amounts of low-effort content put out there that sounds more convincing than ever. And it’s not a bad thing to use these tools, but to stand out, you’ll need to do more than just use what they give you without any editing.

              Expertise and Experience are two main things that AI writing tools can’t do in any genuine way, and right now, even fail to convincingly pretend to cover these areas. This makes Expertise and Experience critical areas for content writers and editors to inject into their articles to stand out from the coming wave of AI written content.” – Gabriel Ramuglia (President at Input Output Flood LLC)

              When checking content on your website, there are some important questions you should ask. These questions help you to see things from Google’s perspective.

              • Is the information trustworthy?
              • Did someone conversant with the topic write the content?
              • Are your facts correct?
              • Are there spelling or formatting errors?
              • Is the content new and authentic?
              • Is the content very detailed?
              • Would you save or show the content to a friend?

              You can study the guidelines here to learn more about how Google measures content quality. 

              Chapter 8.3 of it talks about what it takes to achieve a very high level of E-E-A-T.

              Measuring Content Quality From The User’s Perspective: Quantitative Metrics and Benchmarks

              Engagement time and rate as well as conversions are common metrics used by SEO and content teams to measure the impact of content.

              However, these metrics don’t tell who your readers are, and what they truly feel. Content feedback does.

              Including user ratings and feedback to gain insights into the quality of your content tells you:

              • How readers rate your content
              • What readers think about your content, and its quality

              With Rockee, you can embed user ratings and customizable questions on website content, and the insights collected can be used to adjust content based on reader preferences and expectations.

              In Summary: Content Feedback helps you to Measure Content Quality, and Optimize Content Faster 

              Content quality is a lot, but here are three things to keep in mind:

              1. Creating quality content is important
              2. Measuring the quality of content is important
              3. Optimizing content using audience feedback is crucial

              Sign up for any plan on Rockee to:

              1. Get to know your audience through customized questions based on their industry, seniority, job role, or stage in the customer journey
              2. Get feedback on website and non-website content – from landing pages, blogs, pdfs, newsletters, videos, and even live event content
              3. Understand more about your content’s performance – besides analytics data – using content measurements and performance dashboards that show who’s reading, their content scores, as well as feedback.


              4. Embed and analyze the performance of Trust badges, as well as their impact on content conversions and content engagement.

              I want content feedback >>>>>>>>>>

              How to measure content quality (FAQs)

              What is content quality?

              Content quality refers to how good, valuable, and reliable a piece of content is. 

              What are the main components of quality content?

              The main components of quality content are accuracy, reliability, and explicitness.

              What is quality content?

              Quality content is content that’s valuable, reliable, and engaging.

              Wisdom Dabit

              Wisdom Dabit

              Wisdom Dabit is a freelance B2B SaaS writer who’s passionate about creating actionable and data-driven content. He enjoys writing about marketing, eCommerce, and of course, SaaS.

              Get content insights in your email

                Share this article
                How good is your content?

                Get some feedback

                Stop guessing from analytics data, start knowing from your audience

                Rockee diamond  No contracts Rockee diamond See plans and pricing ->

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