Of all pageviews with at least one hover on the zone, the percentage that also have at least one click on that zone.
This metric translates how intuitive an element is, i.e. its capacity to drive interaction. For example, a CTA’s design should make it obvious that it is clickable.
This metric is useful to establish if a zone has a good affordance in light of clickability. Consider the shape, color, wording and placement, and all other design details that hint at clickability.
How it's calculated
Engagement Rate = Number of pageviews with a click on the zone ÷ Number of pageviews with a hover on the zone
How to interpret it
Ideally, CTAs would have a high engagement rate, reflecting that the design of the CTA is working as intended. For example, a “Shop Now” button on a homepage.
Another question to ask is: does content with low exposure rate have a high engagement rate? For example, if elements on the homepage below the fold have a high engagement rate you could consider moving them up higher where the zone is more visible.
Here the relatively low Engagement Rate on the two stacked promotions to the right indicate visitors may not be sure that these sections are clickable.