If you've been on the fence about implementing a digital wayfinding solution, you should know it's capable of doing far more for your organization than simply assisting your guests with navigation. At Express Image Digital, we know navigation is the foundational component of any digital wayfinding deployment. But, beyond geospatial mapping, your system has the ability to track and report on a variety of important metrics that help move the needle forward in your business. Curious what kind of data a digital wayfinding kiosk can help you track? We discuss three of the most important metrics below.
Key Performance Indicators
What are your organization’s KPIs? You’re tracking their trajectory, right? But how are you tracking? Your digital wayfinding solution is a fantastic way to stay on top of analytics for several of your business’s KPIs, such as email captures, sales, ad revenue, and many others. Using your digital wayfinding solution’s analytics capabilities, you can gather actionable information about where your KPIs are currently, as well as your organization’s progress toward your goals.
Using the system to track this type of information gives you valuable insight into how your system is performing, whether your audience is engaging, and how you can tweak your content or deployment to perform better in the future. Even better, rather than tracking these metrics on a variety of platforms, all of your information is contained and organized within a single system. Every screen touch is tracked to ensure your data can be viewed on our dashboard or uploaded into your existing Business Intelligence tools like Tableau or Looker.
If you’re not familiar with web analytics, a session refers to the number of actions performed by a single, unique user. The more sessions your digital wayfinding kiosk has, the more unique visitors are making use of it. And, the more unique visitors you have, the more your visitors are engaging with the content you display.
But, unlike the web, tracking your deployment’s session count isn’t as simple as tracking IP addresses. Unlike computers, humans don’t carry around IP addresses, so you’ll need to define a reliable method of differentiating one unique visitor (user) from the next. Suggestions for creating scenarios that have a high degree of new session probability include:
● Face recognition and demographic details.
● Program your system to automatically revert to the home screen after a specified period of inactivity. You’ll assume each new interaction from the home screen is a new user (session).
● Include a “Start” or “Home” button for users to tap when they’re finished engaging with the content. Each tap of the button will likely indicate a new session, though that may not always be the case.
When you track session count using scenarios like those mentioned above, you’ll know how many people are interacting with your content each day. If you’re not hitting your targets, you can use this information to implement A/B testing, which will help you refine your approach and increase engagement with your content. You may even find that altering the placement of your deployment or adding new kiosks can help boost engagement.
Average Session Length
This metric helps you track how effective your wayfinding directions are working. By measuring average session length, you can determine if guests are understanding the direction you are providing. We have found our solutions are more effective and provide on average a 42% reduction using our wayfinding solution. This also can show if your kiosks are in the right place based on the total count of the wayfinding session.
One of the unique differences EID provides is first step directions. Our solutions are geo-spatially aware and provide personalized step by step directions, including the most important step, the first one. where they are starting orienting to the
Average Dwell Time
Last but definitely not least, your digital wayfinding solution will help you track one of the most important metrics of all: dwell time. Dwell time paints a clear picture of how well your content is performing because it tracks the amount of time a unique visitor spends actively engaging with a specific screen. Whether that means the person is actively tapping on-screen buttons or taking the time to view a video or promotion - anything that user does during their unique session contributes to their overall dwell time. This is different than Average Session Length as it tracks content effectiveness not wayfinding.
Tracking this information for each screen, floor, or geographic location in your deployment allows you to identify not only how engaging your content is but also helps to determine whether your digital wayfinding kiosk placement is appropriate.
Express Image Digital: Redefining the Wayfinding Experience
Ready to use data to reach your customers and boost your bottom line? At Express Image Digital, we have solutions for you. As an end-to-end digital wayfinding solutions provider, we don’t just specialize in software and app design; we take care of hardware procurement and implementation, too. From ideation to creation, all the way through to installation and maintenance, our team ensures your digital wayfinding experience is second to none.
To learn more about how we can help you enhance your brand and boost your revenue, give our team a call at 651-237-5677 or connect with us online. Ready to see our solutions in action? Feel free to schedule your demo today!