With Sitecore, each engagement is assigned a value based on how much closer it brings you to your goals. For example, suppose your strategic objective is to increase sales. You know that when customers call you, you have a much higher chance of making a sale compared to when they visit your home page.
Since this type of interaction is very valuable, you’d want to set the Engagement Value of a visitor clicking the button to request a call very high — say, at 100. On the other end of the spectrum, the value of a visitor simply visiting your home page, reading an article, and downloading a specific document would be very low since it’s not really a direct pipeline to a sale. Let’s set this at 10.
Now, everything that happens between that first low engagement of 10 and the high engagement of 100 is where you’ll be doing your testing. Imagine that after that first document download, a visitor goes on to sign up for your newsletter, for which you set an Engagement Value of 25. Or, they go to another product page, fill out a form, and get an Engagement Value of 50.
At these points — which lead the way to high engagement and value — you’ll be testing different variations of your content, page layouts, personalization levels, and more.
As more and more people visit your site, you’ll add up the Engagement Value of all your visitors and track the variations you showed them. That’s when you’ll be begin to see which content is delivering the highest Engagement Value and bringing you closest to your strategic objective, and where you should be focusing more of your efforts.