You got a registered user, now what? 4 steps to user engagement

By Rebecca Alter

Viafoura

Toronto, Ontario, Canada

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If you’re reading this, odds are yet another user registered to access your on-site engagement tools and content. While that’s wonderful news, don’t celebrate just yet.

With third-party cookies crumbling due to data privacy regulations and browser limitations, the valuable data you get from a registered user is climbing. But here’s the catch: You need users to do more than just register for your services. You need them to stay active and profitable on your platform.

Having registered users is great, but media companies need to take the extra step and engage them.
Having registered users is great, but media companies need to take the extra step and engage them.

Our data scientists have found that registered users — those who are engaged regularly on platforms through social experiences — generate five times the return visits per week compared to non-registered users.

So, what’s the hold up?

Conjure up an effective plan to keep your registered users interested and active in your community. If you’re not sure where to start, we’ve crafted a list of the necessary next steps below.

1. Educate them.

While your registered users may have access to a premium experience, they may not be aware of all the bells and whistles within your platform. For this reason, it’s important to go out of your way to teach them about all the great features and services that can enhance their experiences, even after registering.

As part of The Globe and Mail’s user onboarding process, education is a critical piece of the revenue-generating puzzle. More specifically, the company’s five-step onboarding plan includes educating the end user on all features and services available.

Want to increase awareness around your own platform’s content? Consider using on-site engagement tools to push notifications about new content to your users. Enable e-mail or desktop notifications to encourage return visits, allowing your users to stay updated on your latest and greatest pieces.

If knowledge is power, the ability to control your users’ knowledge is a superpower.

2. Continue to engage them.

Just because someone registers for your on-site engagement tools and content doesn’t mean they’re loyal to your brand. To earn their loyalty, you need to engage them throughout their entire lifetime as a registrant … and beyond.

Use tools like live conversations, community chats, real-time blogging, and ratings and reviews to create a socially immersive experience for your registered users. These social opportunities spark loyal habits in communities, and they will regularly return to your site. Everybody wins.

“Based on a number of academic and business studies, we know that frequency of visits — one measure of loyalty — is correlated with a propensity to buy or renew a subscription, and it drives your advertising business,” said International News Media Association’s researcher, Grzegorz Piechota. So put the proper engagement tools in place to entice users to return to your platform frequently.

3. Track them.

Eighty-four percent of consumers want to be treated like actual people during their online experiences, not just another number on a dashboard. In other words, users want brands to cater to their individual needs.

But how can you know how to cater to each user if you don’t have a good understanding of each person’s unique behaviours?

Here’s a quick tip: Study patterns as users move across your site so you can personalise experiences.

Dig into your on-site engagement tool metrics to understand what topics and content your registered users gravitate toward. Based on your findings, customise their experience by serving up highly relevant content.

“It’s clear that the way to win customers is through cohesive and authentic interactions,” noted an Ad Age article. “That means the entire experience has to be fueled by data.”

4. Encourage paid subscriptions.

For many organisations, a registered user doesn’t necessarily translate to a paid subscriber. You may have users who registered just to use your on-site engagement tools. Though that may not be your endgame, it is a step toward a paid subscription.

For those of you aiming to boost paid subscriptions within your platform, highlight exactly why a paid subscription is valuable. Go further by enhancing your conversion strategy. This involves targeting highly engaged users with personalised subscription offers.

As you track your registered users’ behaviour, ensure your engagement tool vendor is looks for drops in engagement. Your vendor should be able to notify your paywall provider of disengaged registrants, who can then send them special offers to remain engaged and subscribe.

Now, go ahead and transform your ordinary registered user into a loyal, profitable community member. The sustainable community you’ve always dreamed of is but a few steps away.

About Rebecca Alter