Make your customer engagement grow like the foam!
You are constantly bombarded by advertisements and other forms of commercial engagement at almost every point of your life. But what makes you act on a particular form of customer engagement and acquire the product or service? What makes you decide on which forms of engagement to act on and which to ignore?
Getting the target customer to spend money on your product or services is a tough nut to crack. This is the reason that only about 22 percent of businesses are satisfied with their eCommerce conversion rates.
These are pertinent questions that businesses spend millions of dollars in order to have answered. By utilizing strategies that ensure engagement becomes conversion, businesses are able to increase their customer engagement base which leads to increased profits.
The aim of this article is to inform you and any other entrepreneur about 11 best practices that you can employ to get better engagement conversion.
So, let’s get started!
1. Having one primary call-to-action
People are more likely to understand a message when it is short and direct to the point. No one likes prolonged sessions of engagement which after some time usually end up being confusing to the audience. By removing unnecessary distraction from a website, social media account or any other avenue of consumer engagement, one can easily increase conversion by utilizing a primary call-to-action.
Using a primary call-to-action drives the customer to make a decision on which option to take hence increasing eCommerce conversion rate. It is imperative that the site be designed to significantly reduce the number of decisions that the user has to make.
2. Speed up your website
How long are you willing to wait for a site to load?
Studies indicate that a one second page loading delay can reduce the conversion rate by 7%.
This phenomenon is largely due to the fact that people are impatient and have very short attention spans.
Therefore, it is essential that a website be able to provide visitors with what they are looking for at a very rapid rate. Website engagement is more likely to lead to a conversion if the site’s rate of loading is fast as the visitors will not feel like they are wasting time.
3. Provide irresistible offers
Quality engagement is defined by the ability to capture visitor attention, retain it and influence them to act in a particular way. One of the ways through which you can tempt a visitor to take action is through the use of offers.
The offers should be designed to appeal to the customers and will serve to push them into action. Studies reveal that visitors are more likely to provide their contact information or make a purchase if there is an offer tied to his or her decision.
4. Customer-centric copy
As customers, we are more drawn to content that we feel resonates with us. The success of a website lies heavily on how you can state the benefits that the visitors gain by using your services or purchasing your products. The content of the site should be fully geared towards the customer engagement.
Even your CTA copy should be engaging enough to compel your target audience to take required action.
Statistics suggest, “more than 90% of visitors who read your headline also read your CTA Copy.”
The more the customer relates with the information that is provided in your website copy, the more likely they will believe the message it communicates. By making the site customer-centric, your website becomes more engaging and hence eCommerce conversion rate is likely to increase.
5. Add engaging visual content
As humans, we are more drawn to visual cues. As a result of this, videos, infographics, and graphical representation prove to be more appealing and engaging than written text. Therefore, for a website to effectively attract visitors and improve customer engagement, it is essential to integrate videos and images into the site.
According to statistics, when it comes to visual content, infographics perform the best at 40%, followed by videos and presentations at 23%.
And unlike text, visual cues draw the attention of people is crucial to convince users!
6. Features tied to benefits
Most users agree that having a feature driven website is usually un-compelling due to the fact that features only appeals to the visitors’ head. However, numerous studies have revealed that in decision making, people not only utilize their head but also their hearts.
Therefore, it is imperative that the content of a website ties together the features with the benefits. By doing this, websites will be able to compel users into making certain decisions by highlighting the benefits that they will derive from these decisions.
7. Produce valuable content
Content should be crafted in such a way that it is helpful to the targeted demographic. It will be redundant for anyone to spend time on content that does not help him or her in anyway. By crafting helpful content, you are able to effectively capture the attention of the target audience.
The more effective a site is in capturing visitor attention, the greater its probability of influencing the visitor to take a particular action hence conversion.
8. Improve internal website linking & suggested posts
Quality websites are usually defined by how easily users are able to navigate from one page to another. This is especially important for commerce websites where the ability to navigate from one page to another shapes visitor purchase decision.
It is imperative that one creates a site where people can easily find what they are looking for. This can be easily achieved through the use of internal linking. Internal linking provides for easy navigation enhances engagement and improves conversion rate.
9. Social proof reflecting benefits
New customers tend to be apprehensive when making purchase decisions. This is normal due to the fact that there is no existing relationship between the business and the customers. One way through which businesses can overcome this challenge is by using social proof. Strategically placed social proofs instill confidence into new visitors about the credibility of the site and this leads to improved conversion rate.
10. Form fields
Having simple form fields that visitors can fill is an effective way of improving conversion rate. The form fields instill a sense of commitment among customers and this makes them more likely to purchase the service or product being sold. It also provides businesses with a way through which they can contact the consumer for follow up visits.
11. Utilize a chatbot
Chatbots provide an effective avenue through which visitors can engage with the business and any questions they have about the products can be answered. This is important as it increases the level of engagement and leads to ultimate conversion.
These are some of the best practices that will help you get better customer engagement and get more conversions. Those days are gone when all you had to do was to publish an advertisement to drive engagement. These days, customers have abundant options and have become more indecisive than ever before. Therefore, to augment your conversion rate, it is important that you follow through all the effective practices.
Now that we’ve mentioned a few engagement best practices… Are you acquainted with the PMAX campaigns conducted by Google and Microsoft? They’re definitely worth checking out!
I’m Alice Herman and I’m a digital marketer and technical writer.
I’m passionate about exploring and writing about innovation, technology, and digital marketing trends.
You can reach me at my Twitter!