- Maureen Dillon 02.16.2016
‘Engagement’ may seem like just another buzzword in the digital marketing niche. And it is. But this time around there’s a reason for the buzz. Engagement is a vital concept and focus for a business’ success online, especially with Google pointing out that 90% of internet users are constantly distracted in their browsing experience in this multi-screen age. Without engagement, your website will not have what it takes to capture contact information, build relationships with visitors, and establish a good base of returning visitors and customers.
According to Intercom’s Customer Success Lead Des Traynor, the first impression of your website may be the only opportunity you have to win first-time visitors over. Kissmetrics studies show that 96% of first-time visitors to websites don’t return. This is bound to cause your rankings to plummet as Google takes into consideration not only the traffic you receive, number of unique visitors, and time spent on your site.
Other reasons why you should focus on website engagement are:
Marketing Sherpa reports that 67% of website visitors look for content that targets their job function while 82% find content targeted to their industry. As a result, people expect companies to develop and post content that matches their attributes. One of the elements of website engagement, website personalization, allows you to engage prospects on a personal level and according to their interests. As this feature is unique to websites, you’ll need to work on your own site to improve its chances of converting prospects into leads.
Prospects and existing customers want to build bonds with their brands. Therefore, your website needs to address them and reel them in. If you need an additional incentive, remember that an engaging website is bound to increase the interaction rates on your blogs, social media and similar platforms. As a result, you’ll be able to interact with your clients through multiple channels and guarantee their loyalty in the long run.
According to Marketo, 83% of decision makers indicate that their company websites are the most popular channels for research. Coupled with the fact that 70% of all sales decisions are made before sales reps are contacted, it’s important that you work on engaging your visitors through your site via relevant and personalized content.
Now that you’re sold on the value of website engagement, you should prepare to make the necessary changes. Here are five effective suggestions you should consider incorporating right away.
1. Ensure that Your Design is Memorable and Consistent
Visit any website famed for its high engagement rates and the first thing you’ll notice is its intuitive navigation options and large, high quality images rather than text heavy pages and sections. With a good navigation bar in place, visitors don’t have to search long for the content they need. As a result, prospects and customers alike won’t get bored or grow frustrated.
Another aspect that ensures high website engagement is theme, visual consistency, and the incorporation of a few visually delightful elements that are interactive or animated and exist simply for the sake of enhancement. Stick to a color palate consistent with your branding. This will ensure that your website becomes an extension of your brand, making brand loyalty easier. Avoid using more than three different fonts so that your content won’t overwhelm your site’s visitors.
2. Simplify Content to Avoid Word Crimes
Content is definitely one of the elements that ensures high website engagement, but many businesses tend to abuse it. Though it may be an excellent way of adding keywords and boosting your search engine rankings, generating too much of it and stuffing it on each page is bound to overwhelm visitors and confuse them. Besides, most visitors are accustomed to quickly scanning sites through mobile devices and the text-heavy approach will turn them off. Consider implementing concise bullet points and add spaces between blocks of text. Better yet, cut your copy in half, focus on your strengths and coax your visitors to connect with you.
3. Add Interest to Your Site through Video
If you’re not too happy about parting with your content, create videos that cover the subjects previously written and embed them into your website. For example, rather than writing down the features of your products, create videos or animations which highlight your offerings and their strengths. In addition to increasing your website’s engagement, you’re going to enjoy high ROI. According to Hubspot, prospects who view product videos are 85% more likely to make purchases. This is because 90% of the information transmitted to the brain is visual in nature. Therefore, set yourself apart and add videos to your site.
4. Suggest Following Steps to Keep Visitors Hooked
You may be using calls-to-action to keep your visitors on your website, but these may be ignored simply because they’re too in-your-face or salesy than they should be. Instead, take lessons from successful sites such as The Hubspot Blog and BuzzFeed: display similar or related articles that will keep visitors engaged. This prevents your prospects from bouncing off the page and builds their relationship with you as a source of valuable information, which will keep them coming back for more. As a result, your website will be added to their bookmarks list and they’ll be more sales-ready and.
5. Get Social
If you want to create the interactive element which makes websites more engaging, link your business site to social media. Pew Research reports that 74% of adult internet users, which compromise three quarters of most companies’ clientele, use social media. So after your visitors browse your website for information, give them the chance to interact with you on social media and share your content. Make sure to add promotions, coupons and interesting content to make this step effective.
Engaging clients through your website, will lead to increased sales and will build a larger audience to pitch your products and services to. Apply the tips mentioned above to begin increasing engagement.