The success of an e-commerce website is best measured by its user engagement, as this actionable element earns you more leads and revenue in the future. So, whether you’re new to the world of e-commerce selling or your business needs conversion assistance, we recommend reading about how user engagement affects your website and what you can do to improve it.
What is user engagement?
In its simplest form, user engagement is when visitors to your website enjoy your design, copy, products, and services enough to shop and peruse your content, which often converts into sales for your business. Most importantly, when user engagement remains high, you’ll notice a steady increase in conversions, as your everyday audience turns into returning customers who make regular visits and purchases from your website.
Why does it matter?
Engagement and behaviour are directly connected to a customer’s level of interest, and the more time they spend engaged with a product or service, the more invested they become in that product or service. Not only does this lead to more opportunities for business monetization, but it also increases your brand’s awareness and allows the recurring users to formulate connections with your brand. Ultimately, the success or failure of your business can be directly correlated to the information you gain through user engagement.
Why is the term “engagement” important to include?
Since happy customers will invest time, energy, and emotion into using a product, businesses like to use the term “engage” instead of “use”. This is because every other form of online behaviour is measured through engagements, such as analytics and metrics. Also, engagement is typically a good word to describe interactions, such as click-through, downloads, screen time, blog submission comments, social media links, shares, retweets, and so on.
While an e-commerce business owner may use their website to track user engagement, the benchmark of its performance should be measured by evaluating the number of page views or the average time that’s spent on each page. If over time this number isn’t increasing, it’s the business’s job to find new ways to improve user engagement or find help through professional web development services.
Breaking down the types of user engagement
Since there are various types of engagement when it comes to website visits, we thought it would be easier to give you some examples.
- Reading and absorbing content: When a visitor clicks-through to your website, reads the information on your homepage and then begins selecting other pages on your website, that’s user engagement. The potential customer is actively learning about your business and its offerings, and the more time they spend, the greater their chances are of making a purchase.
- Participating in comments and discussions: It’s so important to have a call-to-action on your business website. This form of user engagement could include a quiz, answer polls, surveys, or interactions with chatbots. If you don’t have a programming background, it’s best to collaborate with a professional web development team in the creation of interactive content.
- Possessing social shares: When visitors like your content, they may want to share it with their friends and family. So, ensure that you have social buttons developed onto your websites to allow visitors to share through and increase your user engagement across other social media platforms.
- Aesthetic videos and images: Whether you offer a media gallery or simply show off via page-to-page graphics, it’s important to peruse the delight of shoppers with professional imagery or videos on your website. When looking to maximize the quality of any visually-oriented content, a graphic designer is equipped with the tools and know-how to embellish your brand and business values through compelling images.
How to track and improve user engagement
Measuring and improving your website’s user engagement is dependent on the nature of your product or service.
- An e-commerce website should focus on its core usage pattern, the shopping experience. People who are browsing more frequently will likely make more purchases, as they’re considered to be the most engaged. Aside from overall website usability, you can find results through other analytics, such as shopping cart abandonment rates or the success or failure of recommendation systems.
- A blog may have the opportunity to earn revenue from the advertising of affiliate products or services, and the more time that users spend reading articles, the more opportunities they are for monetization. While e-commerce websites place more weight on direct sales, content is a great focus that can allow the business to benefit down the road.
- The user engagement of apps is measured by the number of app launches, time spent using the app, and the number and type of interactions that are completed within the app.
So, as you can see, user engagement can be defined differently based on the type of product or service that’s in question. Thus, it’s important to measure effectiveness from the core function and not just consistently check to see how much money you’ve made.
What are some foolproof ways to increase your user engagement?
Here are some tips from the professional web development company, Numinix!
- Make your site faster to load:Speed optimization is an essential part of your user engagement strategy, as when web pages load instantly for your visitors, it keeps them happy on-site, engaging with various web elements and encouraging them to carry out purchases. If you have some room for speed improvement, have a professional web development team put in that effort to make your website stand out above the competition.
- De-clutter your layout: Sometimes simpler is best, as overwhelming web designs can lead to a higher bounce rate. So, if your layout has too much going on, we recommend consulting with a web designer who will create a centre-stage blueprint with plenty of white space and readable fonts.
- Improve your linking: Your website links should have some descriptive anchor text, using specific and relevant landing pages. Also, be sure to test that all links work before publishing your content.
- Lengthen your text: While designs should be simple, your text should be bold if you want higher user engagement. After all, the more words that are available to immerse your customers, the more time they will spend reading. However, keep in mind that your text still needs to provide quality, informative, and actional content that provides value, not fluff that’s used to just fulfill your page’s word count.
- Put related content on display: If you have a website that’s full of interesting content, make sure to put other industry-relevant blogs on display for your viewers to see. Many businesses rely on post-to-post engagement and the longer a potential customer stays on your website, the better it’s for your conversions.
- Add a chat box: You can’t be available 24/7 and when your customers run into issues or have questions about your products and services, most aren’t patient enough to wait for a next-day response. That’s why it’s beneficial to have some form of chatbox on your homepage that can help customers by inducing comfort and providing them relevant information to their inquiries.
- Ensure that you’re mobile-friendly: Mobile responsiveness is one of the key elements of user engagement, as most people enjoy perusing websites across a variety of devices. This will ensure that you cater to the needs of all users and improve your user engagement experience by displaying critical information that can be clicked, read, and accessed through any device.
What are the principles of user engagement?
Since usability is closely tied to engagement, it’s important to facilitate elements that add value to your users and business revenue.
We recommend focusing on the following:
- Helping users to achieve their goals.
- Creating content that fits the device and the platform.
- Creating content and ads that are relevant and personalized to your audience.
- Finding out the strengths and weaknesses of your products and services and fixing any barriers to access them.
- Developing visually rich and interactive content.
Ultimately your goal should be to increase the relevance, value, and engagement of your users alongside increasing your website conversions.
If you have any more questions about user engagement or professional web development, please drop them in the comments section below for a prompt reply!