Any business owner responsible for building a successful website will have come across engagement, which is a common analytical device, but what does this actually mean? The term engagement involves attracting attention and interest while getting the audience involved. This can look like meaningful conversations, a newsletter subscription, a deep dive into a blog, and scrolling through product catalogs. Below, we’ll discuss five ways to make a business website more engaging.
Video Content
Businesses with the best user engagement make use of videos, which is the clear king of content. Improvements in technology and internet speeds worldwide mean more people can easily access video content, which is why it has only recently become more popular.
If you want to learn from one of the best contenders in the video content game, then look no further than Slack. This communication business was launched in 2013 and it’s now worth more than $20 billion. When you land on their homepage and scroll down, you’ll see a number of informative videos designed to engage users. Additionally, they have an extensive catalog of demo videos, which allow their users to understand key features without facing friction.
A Blog
Many businesses choose to have a blog on their website to serve up a wealth of knowledge and establish themselves as trusted leaders. Additionally, having a blog means there are more chances of landing at the top of the SERPs and getting shared with new audiences. It doesn’t matter whether it’s a niche delivery business attempting to speak to the local area or a giant brand like Home Depot talking to avid DIYers; a blog can be a powerful engagement tactic.
User Feedback Forms
User feedback is a fantastic tool for attracting new customers while engaging existing ones, and you can place it straight onto your website. By including a basic and fun feedback form on your website, more people will engage. The most successful forms are easy to access and don’t take a long time to fill out. From the simple power of user feedback forms and surveys, tech giant Apple generates more than $25 million in revenue.
Chatbots
According to data compiled by Statista, around 40% of US customers have engaged with retail industry chatbots, which stands as a testament to how engaging they can be. Chatbots use artificial intelligence (AI) and machine learning (ML) to answer basic customer queries instantly, which vastly improves the overall customer experience and boosts engagement.
Businesses like Lyft and Starbucks are using chatbots to make placing orders as smooth as possible. For example, Starbucks guests can place orders through the chatbot using text messages or voice commands, and then the AI-powered bot tracks the progress of the order and brings back the total cost.
Social Groups
Social media is a brilliant way to boost website engagement. Facebook is often the platform of choice for small business owners because of its familiarity and how many users across all ages use it. Additionally, using Facebook groups for marketing has a range of fantastic benefits including:
- Quick and efficient means of offering customer service.
- Having a community of supportive followers to engage.
- A platform built around interaction to share essential business information.
Even though social media platforms exist outside of a business website, the majority of people will be steered towards it via websites, which is why the community should be built into the design. Brands with thriving social media communities include Duolingo, Gymshark, and Scary Mommy.
Attracting users to a website is challenging enough, but encouraging visitors to engage with a website poses even more of a hurdle to overcome. However, by learning from the most successful brands in the game and implementing their tactics, engagement will rise.
