User Stickiness: A Guide for B2B Marketers
If you’re in the digital marketing business or you’ve dug into Google Analytics you may have heard or saw terms like DAU, WAU, and MAU. These metrics are important for understanding how “sticky” your website is. (people coming back, people engaging) Let’s break down these terms and see how you can leverage them using Google Analytics to boost your website’s performance. I’m a CMO from New Jersey, I’ve seen it all, and I’m here to help you navigate these GA stats. Knowing the stats will help you steer the ship better. Ever hear the term, there’s truth in the data? There maybe some truth to that. BTW, this article is geared towards B2B and benchmarks for business-to-business marketing. B2C stats would be very different. You can contact me here for a Discovery Call when you’re ready.
What is User Stickiness?
User stickiness refers to how often users return to your site over a specific period. High user stickiness means your visitors find value and keep coming back. This is essential for maintaining engagement and ensuring the success of your business. To measure this, we use three primary ratios found in Google Analytics’ Engagement Overview:
- DAU/MAU (Daily Active Users / Monthly Active Users)
- DAU/WAU (Daily Active Users / Weekly Active Users)
- WAU/MAU (Weekly Active Users / Monthly Active Users)
Understanding DAU/MAU
What is DAU/MAU?
The DAU/MAU ratio measures the percentage of your monthly users who are engaging with your website daily. A higher ratio indicates a highly engaged user base. For example, if you have 1,000 MAU and 50 DAU, your DAU/MAU ratio is 5%.
Typical Benchmarks for B2B
A healthy DAU/MAU ratio for B2B websites typically falls between 2% and 5%. High-performing B2B websites may achieve ratios above 7%, indicating strong daily engagement.
How to Improve Your DAU/MAU Ratio
- Regular Content Updates: Keep your content fresh and relevant to encourage people coming back and daily visits.
- Personalization: Use personalized recommendations to keep users engaged.
- Push Notifications: Send timely updates, or count-down counters or offers to bring users back to your site.
- Interactive Features: Add features like quizzes or polls to increase daily interaction.
Understanding DAU/WAU
What is DAU/WAU?
The DAU/WAU ratio shows how many weekly users visit your site daily. This gives a shorter-term view compared to DAU/MAU.
Typical Benchmarks for B2B
A good DAU/WAU ratio for B2B websites ranges from 10% to 20%. Websites with ratios above 25% are highly effective at engaging users daily within the week.
How to Improve Your DAU/WAU Ratio
- Engaging Content: Create content that encourages daily visits.
- Email Campaigns: Use email campaigns and paid social media to drive daily traffic.
- Consistent Updates: Regularly update your site to provide new content, more indexed keywords or useful features.
- User Challenges: Implement daily challenges or goals to motivate regular visits or consider gamification.
Understanding WAU/MAU – JIM
What is WAU/MAU?
The WAU/MAU ratio measures the percentage of your monthly users who engage with your site weekly. This is a mid-term engagement metric.
Typical Benchmarks for B2B
A strong WAU/MAU ratio for B2B websites typically falls between 20% and 40%. High-performing websites often exceed 45%, indicating that most monthly users return weekly.
How to Improve Your WAU/MAU Ratio
- Weekly Specials or Updates: Offer weekly promotions or content updates.
- Community Building: Foster a community through forums or social media groups.
- Consistent Value: Ensure every week brings new value to your users.
- Engaging Emails: Send weekly newsletters or updates to keep users informed and engaged.
Practical Tips to Boost User Stickiness
- Analyze User Behavior: Use Google Analytics to see which pages have the highest engagement and why.
- Optimize User Experience: Ensure your site is user-friendly, fast, and mobile-optimized.
- A/B Testing: Regularly test different versions of your site to see what works best for user engagement.
- Customer Feedback: Collect and act on user feedback to improve your offerings.
Real-World Statistics
According to industry data, the average DAU/MAU ratio for successful B2B websites is around 3%. Sites with ratios above 7% are considered highly sticky and have excellent user retention rates.
The Proof is in Your Stickiness
Understanding and improving your DAU/MAU, DAU/WAU, and WAU/MAU ratios is needed if you plan understanding and achieving user stickiness and, ultimately, the success of your business. By spending a few minutes here and there analyzing these metrics in Google Analytics and implementing the strategies mentioned in this article, you can significantly increase user engagement on your website.
Ready to Take Your User Engagement to the Next Level?
At Megaleads, we’re not only number junkies but we also specialize in helping businesses improve their web stats and user engagement. Schedule a discovery call with us today to learn how we can help you optimize your site for better user stickiness.
Click here to book your appointment now!
By leveraging these insights and strategies, you’ll be well on your way to creating a website that attracts visitors and keeps them coming back for more. Remember, in digital marketing, engagement is king, and with the right tools and tactics, you can achieve stickiness to the tenth degree.
