A relevant, attractive, and user-friendly website is invaluable in today's market; it’s the main channel businesses can use to attract and retain potential customers. Here are four ways to increase user engagement on your website.
Social distancing is forcing companies to find ways to connect with audiences without direct contact, something that’s much simpler to do with an engaging and vibrant web presence.
Take Costco, for example. The retail chain took a sizable hit to its in-store traffic in April and saw its sales drop for the first time since 2009. On the flip side, the store’s overall e-commerce numbers rose 90% in that same month.
Along with businesses, COVID-19 is also forcing buyers to change their buying habits. As a result, a relevant, attractive, and user-friendly website is invaluable—it’s the main channel businesses can use to connect with potential customers during this pandemic.
Must-Haves to Improve Website Engagement
As much as people throw the word “brand” around as a generic catchall term, the fact remains that it’s a defining characteristic for all companies. Brand colors the public perception of a company, and no asset illustrates that perception quite like a website.
Just as no two brands are (supposed to be) alike, there’s no one-size-fits-all approach to building an engaging site. Different variables will jump out to different people, but successful pages all share common threads that entice repeat visitors. They are:
1. Top-Tier Infrastructure
Brand aesthetics and messaging jump out to first-time and frequent website visitors. But neither has its intended impact without a technical infrastructure that showcases them and amplifies the overall user experience.
When building or revamping a website, take a hard look at the WebOps (website operations) platforms that you either have or are researching. Pay particular attention to page load speed, the ability to reduce downtime, security features and certifications, and customer support around other tech-related issues that are important to your business.
Failure with the above elements can yield cart abandonment, low conversion rates, security breaches, and other unwanted fallout from website visitors. A well-researched, well-rounded WebOps platform accounts for everything a successful website needs, and it’s an invaluable contributor to the user experience.
2. A Comprehensive Martech Stack
Your website is either going to take on a targeted (i.e., focused on specific personas) or general tone. No matter who the site speaks to, you need your marketing tech to measure how effective your targeting tactics are.
An engaging website has martech essentials that guide how to measure and retain your audience. This stack brings personas into focus, highlights top-performing assets, communicates with audiences, and incorporates those insights into current and future campaigns.
As a brand’s first line of defense, a website can size up marketing tactics and let companies know where to put their resources. A successful martech stack helps point teams toward the right choices.
3. Live Chat
The call center is vital to every company’s feedback loop. While websites provide contact information to users, they can also replicate that call center experience with a live chat feature.
Live chats enable direct dialogue between customers and companies to answer questions and move customers through the conversion funnel. When properly managed, chats can provide a personal touch that isn’t always present on a website, leaving visitors with a feeling of human connection that reflects positively on the brand.
4. A Powerful Analytics Platform
With Google Analytics, social media, Yelp, and other options, there’s data everywhere for companies to use and incorporate into their processes. Outfit your site with the tools and resources necessary to pull that information, put it into practice, and continually test and tweak strategies based on those outputs.
Iteration is the key to website management because so much can change so quickly. Collect data all the time, using that information to formulate a backlog of actionable tasks that serve as the foundation to complete larger projects. Your website can bring this information in, attach it to corresponding channels, and provide the insights needed to expand upon an already engaging website experience.
Companies that want to present themselves in the best light have several options at their disposal, but few things are quite as effective as a website. An engaging website is the most crucial and direct step toward attracting the type and volume of customers necessary to thrive.
Your website doesn’t need an overhaul to grab attention. Download the e-book, “How to Kill the Website Relaunch” for concrete advice on how to work with what you have to rebuild your digital experience.
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