Want to increase traffic to your website but not sure how? In this article, we’ll explore 5 crucial tactics to increase eCommerce audience engagement
Even if thousands of users find their way to your eCommerce website every day, thanks to you working diligently on your organic findability and other traffic sources, it won’t matter one bit if your bounce rate is sky-high.
The average person loses concentration after 8 seconds. That’s not nearly enough time for you to close a sale – even on the smoothest of websites. Keeping a visitor’s attention is more important than ever. The best way to do that is by keeping them engaged.
Make your SEO and SEA efforts worthwhile
Generating traffic to your eCommerce website is crucial, but in the end, you’ll want all those visitors to do more than just window shopping. And for that, you’ll need to engage with them.
How frequently and how long a user interacts with your website has everything to do with the UX of your website. If you play your cards right, an engaged visitor will convert into a paying customer, and if they are really engaged – even brand ambassadors or returning customers.
Getting engaged with your website visitors
Investing time and effort in engaging your audience pays off, thanks to the snowball effect of attracting more customers by positive word of mouth. But also by a higher customer lifetime value: customers that come back are often far more valuable than new visitors.
Audience engagement isn’t as much a technical trick, as a psychological tool – the human aspect plays a huge role in it. For visitors to engage with you, it takes commitment and engagement from your side too.
Luckily, engagement is one of those factors that can easily be monitored and analyzed. You’ll want to aim at low bounce rates, sufficient pages per session, and a scroll depth that shows that your visitors aren’t just scratching the surface of your content.
No time to lose? Here’s the bottom line
Engagement comes from interaction. Don’t give visitors a static monologue, but create a dynamic dialogue – a fun ping-pong game, if you will. With that in mind, here are 5 crucial tactics for increasing engagement on your eCommerce website.
Engage customers by being human!
Catching and keeping the attention of your audience starts with the first words they read. Your design can be amazing, but a copy can break it to pieces with just a few simple words. If the first line they read is boring or straight up confusing, they’ll rush to the X in the corner.
If you want to make a great first impression, make sure you have a strong brand personality in place – and copy that goes with it. A tone of voice should be unique, recognizable, fun, and friendly. After all, your copy is like the first conversation with your potential customers.
Photo by Allie Smith on Unsplash
A great way to make sure your copy appeals to your audience and is in line with the words they use is by simply using what customers say about your brand or product in your copy. Be it in the form of reviews, or quotes – it makes your website feel more human and real.
Professor Clifford Nass of Stanford University researched the interaction between people and computers. Turns out, we hold computers and copy on a screen to the same social norms for communication as we do for people, simply because the medium is the same: language.
Use different content types
Apart from having complete product descriptions, a good FAQ section, and enough copy on every page, you should also provide other content. Spice things up a little.
If your eCommerce website is in the food or fashion industry videos, recipes, or style guides are an easy but effective way to draw visitors deeper into your website. Make sure these videos are clickable and link to relevant products, and sales will surge.
Apart from having standard category pages with all your products, think of ways you can combine several products in lists or must-have guides. These new categories are better to fish in for your customers and make it easier to find what they are looking for.
Make your content more fun by making it interactive. 87% of marketers found interactive content to be more attention-grabbing than static content.
Creating a quiz for your website helps customers find what they are looking for in a fun way, while you collect data.
Majestic Wines uses a Typeform quiz to catch attention by asking a daring question.
Bonus tip: additional downloadable content, such as white papers or online magazines. Not only bring more variety in what your audience sees but also give you an opportunity to collect email addresses from interested prospects.
Integrate live chats & AI chatbots
A proactive – but not screen-filling bot – is one of the best ways to allow your customers to engage with you, even in the middle of the night when your customer service reps are sound asleep.
A chatbot can help you gather the data needed for improving your UX, and with that increasing audience engagement. Use what customers tell your bots to understand the patterns and habits of users on your website and the issues they run into.
You might also like: internal links and suggestions
As an eCommerce business, you want more sales. The fastest way to get there is to close the gap between the consumer and what you’re offering. It’s as simple as making it easy for them to find what they are looking for.
If you want your audience to see more relevant products, help them. The search function is great, but proactively giving suggestions is better. Don’t let them look for items and pages themselves: sneakily present them as internal links or suggested products on the page.
Providing – preferably personalized – suggestions linking to other products or categories also increase audience engagement. If done right, based on the right data, it will show them you understand what they are looking for, even if they didn’t know it themselves yet.
Internal links not only make it easier for your visitors to crawl your website. It helps search engines to do the same too. They’ll better understand and index your site structure and may give you a higher ranking in organic searches in return.
Asos helps you complete your look or find those jeans in just half a shade darker
Provide a personalized shopping experience
Dale Carnegie summarized human attention in one quote: ‘’Talk to someone about themselves, and they’ll listen for hours.’’ Want your visitors to really engage with your website? Personalization is the answer.
The right data, or even those quizzes we mentioned earlier, can help you create unique shopping experiences. As well as gives personalized recommendations. You’ll benefit in the long run: 44% of customers are likely to come back for more after a personalized shopping experience.
Stronger together
Increasing audience engagement is a process, and requires analyzing, redirecting, and actually talking to your customers. Combine all 5 Crucial Tactics To Increase eCommerce Audience Engagement above for maximum results, and your visitors will keep coming back for more.
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