We talk a lot about user “experience” in marketing, but what does it really mean? And how do you measure it? In an earlier piece titled “ CMOs: Are You Paying Attention to Attention?,” I argued that marketers should use attention metrics to hold themselves accountable. This focus will help ensure they are delivering the types of experiences that capture people’s interest.
These metrics look beyond just the quantity of visits or clicks to the quality of those engagements and the depth to which content is consumed. For brands and retailers, there are only tiny windows of opportunity to grab attention, and just as in advertising, well-crafted creative is the way to hold it long enough to take consumers through to the transaction. Attention metrics help gauge the quality of this creative — websites, lookbooks, landing pages, product campaigns, etc. — by measuring the ways which people interact with it.