Engaging Your Visitors To Increase Conversions
“The secret of getting ahead is getting started.” -Mark Twain
Every time I read this quote, I am motivated to hustle on a current task to be able to move on to the next one. Starting any project can be a monumental task in motivation, but when it comes to your business, you just can’t afford to let things slide. Sometimes as business leaders we look at our to-do list and it can seem overwhelming. Personally, I like the energy and pressure to continuously keep moving forward and accomplishing new goals.
For any modern business, the website is often the focal points of where many efforts channel into. Sales, marketing, advertising, PR, networking, TV, etc- all of this drive people to your site and hopefully your website drives them towards a specific action. Customers are different in their needs and goals when visiting your website, so these actions are often not a one size fits all. You want to be able to engage them in multiple ways. In this blog, I will break down some simple things to do with your website that will greatly increase your conversions.
Why does engagement increase conversions?
Engaging your visitors is the key to a solid conversion. An end users’ engagement comes from your ability to continue to pique your visitor’s interest on your website. This is a quantifiable number. Your website may have different metrics you are looking for to measure your success, but in general, you should set and regularly monitor specific Key Performance Indicators (KPIs) to measure engagement. Things like average time on site and time on page. Google Analytics offers some excellent tools you can install on your website. Just be sure to use them!
Minimize Page Loading Time
If your loading time is slow, you have lost the battle to convert before you start. Your page load time should be less than four seconds. We recommend running different pages of your website through online tools that measure page loading times like https://tools.pingdom.com.
Also, make sure you use google analytics, and continue to check https://developers.google.com/speed/pagespeed/insights.
Content Should Be Clean
Keep your page content easy to read and clean. Pages with sidebars on both side of the page and text heavy page are hard to follow and uncomfortable to read. Use white space to keep visitors comfortable with reading. If visitors cannot read your content, and it is not pleasing to the eye, they will not engage in it.
Hire/Use a Professional Writer
Examine your website copy carefully, is it focused on your company or on your visitors? Good copywriters are worth their weight in gold. If you use your developer to write your copy, there is a good chance your web copy is boring and manages to put visitors asleep very quickly. Great web copy is engaging, uses a tone that captures visitors interest and keeps them engaged.
Share Your Knowledge
There is a big difference between making knowledge available and people becoming experts in the field. Showing you are an expert in your field encourages visitors to come back and share your content with their network. Ultimately, these visitors become a tribe that markets the website.
Demonstrating your knowledge through guides, FAQ sections and knowledge bases increase your authority and gives a reason for people to come to your site for your advice.
Use Pictures (and not just stock photography!)
No matter what business line you are in, great photography can make or break a website. Stock photos are common, and often websites will have the same images. Think of ways you can incorporate imagery of your business, without resorting to stock. For instance, if you sell products, why not ask your customers for images of them interacting with the product? One great product site I can think of sells clothing, and for each clothing item they sell, they ask customers to post themselves wearing the product. In doing that, they became one of 2018s most successful online clothing stores.
Pictures are great, but videos can be a powerful engagement tool. Besides video product reviews, you can create an educational series or a FAQ section. The company I order dog food from creates a video for each product they sell, and they are not only educational but a powerful marketing tool.
Display Customer Reviews and Testimonials
Many of the metrics you see about the amount of time a customer spends on your site has to do with reading, and testimonials are powerful! When your visitor reads a review, or a testimonial, they stay on your site longer, making them an effective engagement tool. Plus, depending on the product, they can help persuade visitors to move forward with the purchase. Amazon.com is known for its customer reviews on the majority of products on their site.
Provide Live Chat
Live chat is another great way of engaging visitors, who can promptly ask questions as they come up. Testing data for live chat shows a marked increase in conversion rates for website visitors. As you consider live chat, think about the following points:
• What hours is the live chat going to be available? (We offer 24-hour live chat, but yuou can control when this is on or off.)
• Do you have a staff capable of responding to visitor questions? (Birdseed can help with this!)
• Do you have a process to get back to visitors if the live chat attendant does not know the answer to a question? (We can help with this also!)
User feedback is one way to understand how visitors engage in your content and website, but it also shows your are interest in the user’s experience. As you conduct a usability test, ask participants to evaluate and rate all aspects of the site in terms of engagement.
Bringing it all together
The best solution to keep visitors engaged is bringing different elements together that are easy to digest, interesting to read, and provide answers to any question your visitor may have quickly! Keep analyzing visitor behavior using and continue to improve upon their experience. One of the reasons BirdSeed.io was created is that we identified that there was not an easy tool that combined multiple engagement methods in a simple and clean way. If you are forward thinking and persistent in your strategy to retain first-time and returning visitors, and you will start seeing big-time results from your efforts.
Until Next Time,
Robert Urban – CMO of BirdSeed
Current CMO of BirdSeed and best-selling author, Marine veteran and PhD. Offers expert-level strategy and execution for SAAS and technology business through relationship driven marketing, content and sales while leading and managing people from all different backgrounds. BirdSeed is headquartered in Orlando, Florida.