You’ve built a site, invested in SEO and online marketing and traffic’s pouring in. Now what? Learn now to keep site visitors engaged for longer with these seven tips.
Your business website is a tool for converting visitors into loyal customers. Your goal is to get them to spend more time interacting with your site and extracting value from it.
So if you’re wading in a sea of jargon and hype called “site visitor engagement,” or can’t tell the difference between bounce and abandonment rates or want practical advice on making your website work harder, here’s our seven-step guide for better outcomes.
Just as interviews are often over in five seconds, new site visitors are often turned off by bad design. A half-baked DIY job from the 90’s simply won’t do. Spend time on consistent, visually appealing design to give your business the online presence it deserves. If you don’t trust yourself with colour selection or fonts, use defaults in existing templates or ask a designer for help.
If your website isn’t easy and pleasant to use, visitors will quickly become frustrated and click away. As with overall design, simple steps can make a huge difference. Consider a neutral pastel background, a contrasting font in a readable size, with enough white space to prevent a crammed impression.
The importance of page load times cannot be overestimated, so much so that Google considers it when ranking results on a search page. According to Radware, two-thirds of UK shoppers name slowness on site as the number one reason to abandon a purchase. The company has even put a number on it. A one-second delay in page load time equals 7% loss in sales. To avoid that loss, measure your current page load times and talk to your hosting provider about improving speed if needed.
Fresh unique content
What do you think when you come across a site with its news and latest blog posts dating back six months? Many think: “Is anyone home? This looks dead”. To keep visitors on your site, continue adding fresh content for them to read. Ideally, you want to publish information that visitors cannot find elsewhere. And don’t worry about old content being obsolete; it helps to keep it archived and accessible for SEO benefits.
Continuing from point number four, visitors will stay longer and come back for more if you give them content they are interested in. To do that, research your target audience and understand their needs and desires. Spruce up long-form text with videos, photos and other forms of media. Experiment, test and iterate.
6. Optimize your website.
Finally, if you want to boost your business website traffic then you should optimize your website. This means speeding it up by:
- Eliminating unnecessary plugins.
- Using Content Delivery Networks, or CDNs for short.
- Enabling browser caching.
- Making sure your site’s scripts are up-to-date.
- Sizing your all images before uploading them to your website.
- Turning on Gzip compression.
Furthermore, you should make sure that your website is mobile friendly. And, don’t forget to make it easy for your user to share your content by using social sharing buttons. I would suggest that you A/B test your headlines, subheading and content to see which type of content your audience is sharing most often.
7. Clear call-to-action
Without guidance, visitors can get lost or walk away quickly once they get an answer to a specific question. To increase engagement, give them a clear action to follow, such as Request a quote, Donate or Buy Now. Don’t make your users solve a puzzle, guide them through your site towards your desired outcomes.
8. In-site action
Consider building a navigational journey for your customers and expanding engagement options. In practical terms, this could mean linking to related articles or products, offering a free ebook download, or showing a pop-up to encourage visitors to Like and Follow you on social media.
Want to share your thoughts? Don’t forget to comment below.