In the web design realm, most people tend to think of user engagement as a slightly less significant metric to track compared to other metrics, such as conversion rate and retention rate. It’s like these individuals do not realize that improving their onsite user engagement boasts the ability to impact all those high-priority metrics directly.
As you’ll see by the end of today’s guide, user interaction on your website is one of the mainstays of marketing, even though it is one of the most underutilized.
So, how can you improve user engagement on your site?
Of course, there is no singular strategy or tactic that’s guaranteed to do wonders to your unique business model, but in this guide, we will address five tactics that we’ve seen turn dreams into realities. Note that they’re the same strategies we use on and suggest to our sponsors, such as Polska Kasyno (the perfect platform to find online free casinos in Poland.)
With that in mind, to ensure we’re all on the same page, let’s start with the basics.
What is User Engagement?
This is the overarching term that refers to any interaction that users have with your application, product, website, or brand in general. User engagement can usually come in the form of a product purchase, sign up for a premium subscription, login, or any other specific action you define on your site.
As that definition has implied, user engagement is broad, and every brand will define it uniquely. So, if you haven’t done this yet, go back to the drawing board, and decide what user actions you think are most meaningful to your brand. Once you’ve done that, it’s time to learn the different tricks you can help improve engagement.
5 Ways to Improve Engagement on Your Website
1. A seamless user experience
Giving your site visitors a smooth and engaging site experience is one of the easiest ways to increase conversion, which will, in turn, mean higher revenues for your business. The process that I suggest you follow to is called Conversion Rate Optimization.
First, look at your site’s analytics and identify what may have driven or stopped your visitors from completing specific actions. Consequently, you can start A/B testing the hypothesis you’ve come up with, changing a single element at a time and evaluating the results.
Test all the different elements on your website. You may realize that changing the color of your opt-in button, updating the layout, or moving the call to action to a whole different place is what was needed to generate higher conversion rates.
2. Content is king
Website users are hungry for great content, so always feed that appetite to increase user engagement. This is regardless of whether you develop videos, podcasts, or blogs. You need to ensure that you’re constantly and consistently providing valuable, engaging, and helpful stories.
Also, ensure that you inject infographics into your interactive content, as multiple surveys have found that this trick is incredibly efficient at engaging a site’s users. According to Hubspot’s research, incorporating infographics into content boosts inbound links by approximately 178 percent and earns 72 percent more views compared to any other content.
3. Make use of product videos
Product videos are one of my favorite ways to increase customer engagement and improve any site’s conversion rate. Remember, if a picture is worth 1,000 words, then a video should be worth a million.
With that in mind, if you sell products on your site, then investing in creating 360 degrees product videos for your top ten products (to begin with) should help you to start seeing an uptick in engagement right away. ASOS is a great example. The company is also known for creating amazing product videos that help them achieve more involved and interactive shopping experiences.
4. Start a conversation with your clients
At this point, if you can, then offer your website visitors an instant (and personalized) method for communicating with you, as that’s another essential element of augmenting customer experience. Having a live chat, for instance, has quickly grown to become one of the most efficient ways to connect with your customers.
The chat button has been designed to help site customers who have any questions about the products a site is offering. The bottom line is, you want to plan and incorporate some sort of chat function into your site, regardless of whether you opt to have Chatbots or live agents working for you.