The REAN Framework or REAN model popularized and developed by Steve Jackson for the purpose of conducting deeper web analysis.
Steve Jackson realized all businesses need to reach an audience. In order to achieve this, businesses utilize a variety of methods such as paid search, organic search, and social media. But that’s only the first part after they arrive you need to assist these searchers in accomplishing the desired outcome. This could include signing up for a newsletter, download a whitepaper or purchase a product. The REAN framework provides a model on how to measure and make adjustments for more of these conversions or activations.
REAN stands for Reach, Engage, Activate and Nurture. Within the REAN Framework, there are a variety of metrics you can use to measure and benchmark your web performance. These include:
Reach includes the methods you use to attract people to your website.
Reach KPIs – % or N of visits, SEM visits (SEO and PPC), % or N affiliate/ aggregator visits, % or N display ads, cost per visit, cost per acquisition for media investments.
Engage includes how people interact with your business online.
Engagement KPIs – Overall % site bounce rate, duration, pages per visit. Segmented conversion goals (contact us, whitepaper downloads etc). % task completion and satisfaction.
Activate means a searcher has taken a preferred point of action.
Activation KPIs – Website referred contacts (service, product requirements). Ordering information visits.
Nurture is the method of retaining and re-engaging with activated consumers.
Nurturing KPIs – % email permission coverage, % email engagement open/click rates, repeat visits, logins, community engagement: recency and frequency.
Learn how to set up your own REAN Analytics Dashboard in Google Analytics Today.