About The Author: Nicola Yap lives in Phoenix, Arizona with her two cats Marcie and Lambert. When she isn’t writing blog posts, she’s probably playing video games or doing something as equally unproductive. She works as an organic marketing strategist for Eminent SEO, a full-service digital marketing agency that creates custom websites and innovative marketing solutions for small to medium-sized businesses that are looking for impactful results.
How Can Companies Increase Their User Engagement?
In a digital marketplace, companies clamor for more users and must engage current customers while enticing new prospects. This involves a complex process of driving traffic to your site, creating engaging content, and including compelling calls-to-action. Increasing user engagement is not only a matter of search engine optimization, but also coordinating social media campaigns, developing an intuitive and attractive web design, and more. It might seem like an overwhelming process, but there are a few actionable steps you can take to improve your company’s user engagement.
User Engagement And Web Design
Your web page design is arguably one of the most important aspects of your user engagement. Think of your website as your company’s first impression – after all, most potential visitors search for you and visit your website long before they enter your brick-and-mortar location. What does your digital face say about you? Is your website easy to use, and does it encourage your user to take the next step into the sales funnel? Or is it confusing to navigate and causes a visitor to leave your page in just a few seconds?
Your user engagement is essential to your business success. If your web page design does not encourage visitors to take action, you could be losing business to a competitor. Similarly, the longer your users stay on your website, the better your search engine ranking – which means more people can find and access your products and services. You may not always think of it, but user engagement is central to your website marketing plan and your bottom line.
How To Design A Website For User Engagement
There are several ways a company can improve user engagement with a website, and most of them only require a few simple tweaks to your website. While you might have created your site yourself, consider working with a web design company to implement these steps and encourage your users to spend more time on your site:
Create Compelling Content
If you want to know the simplest way to improve your user engagement, make the content on your site more compelling to read. This requires market research and development of personas to guide your content strategy. You cannot deliver a user engagement strategy that works if you don’t know how the average user will respond to the content on your site. Work with your marketing department to create personas, or a representation of an ideal customer, for your website. Creating content for your personas will reduce the probability of alienating your users and drive revenue.
While you’re creating your content, don’t forget about calls-to-action (CTAs). These are compelling invitations to download more content, join a subscription list, or learn more about your boutique of products or services. Place them strategically throughout your website with the help of an e-commerce web designer.
Include Product Review Functionality
Consumers love to research before making a buying decision. If your website does not have a product review functionality, you could be missing out on valuable customers. When was the last time you made a purchase without reading its reviews first? We like to hear about other people’s experiences before we know if a product or service will work for us. Enable users to post reviews on your website, and you’ll encourage other prospective customers to take the plunge and purchase your product or service.
Internal linking is a simple, yet effective way to improve the user engagement of your website. The practice involves linking your visitors to other important, relevant content on your website and ultimately increases your page views. It’s important, however, to consider the usability of the content to your readers. Linking for the sake of generating page views can annoy your users and even decrease your engagement. Instead, use internal link-building to help your users and anchor it with important keywords. Don’t overdo it, either – high-quality web design doesn’t involve spamming your users.
Open A Comments Section
Some companies disable the comments section because they don’t want consumers to argue amongst themselves online, or they don’t want to deal with comment spam. On the other hand, enabling your blog comments can have several distinct advantages: first, blog comments help you understand your readers and what they want to learn about. Responding to customer comments and queries also helps you deepen your relationships with your customers. Finally, allowing your customers to comment increases the likelihood they will also engage in other ways, such as by joining a subscription list or making a buying decision.
Create Sticky Social Share Buttons
We live in the social media age, which means your users can take care of your advertising for you. Allowing a share function for your content will organically increase your page views and drive your business forward. A “sticky” social media bar will remain on your screen, even when you scroll up or down. This makes it easier for your users to share your content with others and will increase your online presence, creating new prospects.
Observe Basic Color Theory
Color does more than define your brand – it can also grab a user’s attention, evoke appropriate emotions, and create a visual hierarchy in your web design. Together, these elements create an impact on your user engagement. Color scheme and contrast are essential to your web page’s success – a light colored CTA on a light background, for example, will go completely unnoticed to a busy user.
Color schematics are one of the biggest reasons your business can benefit from professional website development. Your web designer can help create a visual hierarchy that appeals to your users and the emotions you wish to evoke in them.
User engagement plays a valuable role in your SEO and business revenue. By adding product review functionality and comments, allowing customers to share your content, and creating compelling CTAs, you can take your user engagement strategy to the next level.