A book is often judged by its cover, and a company, often by its website.
Your first impression might as well be the last impression if your website fails to attract or engage your audience in less than one second. Yes, you read that right. It takes users only 50 milliseconds (that’s 0.05 seconds) to form an opinion about your website. That’s less than a second to determine whether they like your site or not, and whether they would stay or not.
But what drives users to make such quick decisions about a website?
An obvious answer seems to be design. In fact, a study reveals that 94% of negative website feedback is design related.
But that’s not all that users expect from a great website.
47% of users expect a maximum of 2 seconds loading time for an average website and 39% of people will abandon a website if images don’t load or take too long to load. 44% of visitors will leave a company’s website if there’s no contact information or phone number.
Phew! Creating an engaging website for your users does seem like a tall order unless you know the exact elements needed to hold their attention and compel them to take the desired actions on your website. Here’s what you need to do to get more out of every visit on your website:
1. Include SEO-Optimised Informative Content
Search Engine Optimisation or SEO is crucial in taking your website to its targeted users, but Google continues to update its ranking criteria regularly, making it all the more important to stay in touch with the current SEO trends. That being said, there is one thing that has never changed when it comes to SEO and that’s the role of good, clean, and informative content.
Yes, creating good content plays a vital role in your SEO. But people would only be interested in visiting your site if your well-written content offers them some kind of value. You must also integrate sharing buttons in your content to drive more engagement and shares, especially when you have created something of value to your targeted audience.
Talking about the optimal length, the golden figure is a mixed bag.
It is best to have short yet meaningful content on your homepage as users only spend up to 5.59 seconds looking at a website’s written content. To drive more engagement, add blogs and informative posts to your website ranging from 500 words to up to 2,000 words to provide in-depth information to your customers on various topics.
It also helps to feature frequently changing content from your website, such as blogs, on your homepage to keep the content refreshing.
2. Mobile Optimised Website to Cater to Mobile Users
Responsive web design refers to a single site that reacts to the size of a user’s device, having a fluid and flexible layout which adjusts according to screen size. In short, a responsive web design ensures that your website looks great and works equally well on a desktop, tablet, or mobile.
That’s great, isn’t it? Let us tell you why.
With increasing smartphone penetration, a responsive or mobile-optimised website is key to your company’s success. According to an infographic by Formstack, 57% of internet users won’t recommend a business with a poorly designed website on mobile. The same infographic adds that 46 per cent shoppers are less likely to shop around for other options when they are using a company’s mobile app.
The conclusion is clear.
With the use and popularity of mobiles at its peak, creating a mobile-optimised website is no longer optional but mandatory for businesses who wish to offer a seamless browsing experience on their site. Besides, a responsive website ensures a consistent experience across devices, leading to more sales and conversions while reducing the time and cost for on-site content management considerably.
3. Make Use of User-Generated Content on Your Site
Online reviews influence the purchase decisions of up to 93 per cent of customers. Thus, placing user-generated content on your homepage, such as testimonials from your audience or logos of your current customers can successfully create social proof and build consumer trust in your product or service.
Start by requesting your customers to leave you a review or rate your services. You can also build case studies to show how your services have benefited your clients in the past. Once you have this material ready, be it testimonials, reviews, or case studies, make sure to place them prominently on your homepage, making it easier for the audience to find this information.
Did you know that 27 per cent of users wish to see testimonials on a vendor’s website?
4. Integrate a Live-Chat Software Into Your Website
Live chat has been one of the best innovations in customer support, enabling real-time communication between your customers and agents. The reason is straightforward. Live chat can help you resolve consumer queries within the shortest possible time by facilitating real time interaction between consumers and agents without the need of lengthy phone calls or emails.
There are other advantages of using live chat, too.
A study by the American Marketing Association found that companies who use live chat witness a 20% increase in conversions as compared to companies who don’t. Yes, using live chat on your website can also boost conversions by reaching out to the customers at the right time along their purchase journey.
Live chat tools such as Acquire provide agents with all the basic details of the customers, such as name, email address, and geo-location. Acquire goes a step further to include the pages your customers were last browsing and information about their previous chats. Sales agents can accordingly leverage such information to provide answers to customers, help them reach the right decisions, and close more sales along the way.
<some of the information taken from the previously shared article by client on the topic>
5. Have a Chatbot On Your Website
By using a chatbot on your website, you can help your users find answers to their problems in real time without having to waste any time making separate searches on the website. All you need to do is use your existing FAQs, chat history, and knowledge base to build your Bot’s foundations
Besides, machines can work 24/7, meaning a chatbot can be used to resolve simple and repetitive queries for your clients at any time of the day. Moreover, machines are not moody. So, whether a user is rude, frustrated, or uses foul language, a chatbot will always treat them politely, minimising the chances of any altercations between your agents and customers.
Depending on the nature of your business, the chatbot can be designed to pass on qualified leads and complex queries to customer support, ensuring simpler and common queries are quickly resolved by the chatbot, saving time and effort for both the support agents and customers.
Chatbots can also be used to provide pro-active customer service. For example, intelligent chatbots can begin the conversation and inform customers about various sales and promotions or other content such as blog entries, video tutorials, or products matching to their recent searches to increase engagement on the website.
6. Include a CTA (Call To Action) for visitors
Are you aware that almost 70% of startups and small businesses lack appropriate CTAs on their websites?
A CTA refers to an image or text that prompts visitors to take a specific action on your website. Basically, it guides the visitors on your website and advises them of the next steps to take. Thus, without a powerful CTA, the entire traffic on your website is a waste.
On the other hand, with a well-crafted CTA, you can compel your users to perform specific actions on your site, such as requesting more information, scheduling a free trial, or downloading a free report.
Do you have a compelling CTA on your website that tells your customers what to do next? If yes, we suggest you place it right at the top, considering the exceptionally short attention span of most website visitors.
Do you need help with text, image editing, layout and search engine optimization? We work to develop and run websites from new and reworking websites to digital marketing and strategies for social media. Do you need help developing your communication with the help of engaging content on your website, newsletters, blogs or daily updates in social media. We are here to help you succeed.
Boosting user engagement on your website could be difficult but this short list of key website elements will certainly help you increase the traffic, engagement, and conversions on your website.
Are there any must-have elements you would like to add to this list? Share your ideas and views in the comment section below.