Online stores used to be an asset to brick-and-mortar businesses but not necessarily where the bulk of sales were made, meaning website engagement was nice, but not essential. To say things have changed is an understatement; now, driving website engagement is critical for e-commerce business owners.
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Every new and returning customer that visits your e-commerce website provides an opportunity to close a sale. But in order for someone to make it to the purchase confirmation page, you need to do some work. You have to find your ideal audience, target them appropriately with captivating content, and direct them to your website.
Every nook and cranny of your e-commerce site is an opportunity to drive website engagement. The “stickier” your website is, the more engaging. And the more engaging, the more likely you are to convert potential customers into loyal buyers.
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So, what does “sticky” even mean? If a potential customer accesses your website and becomes so engaged that they don’t leave until they’ve made a purchase, then you know that your site is “sticky.” Here are some ways to optimize your website to increase website engagement:
You want to keep everything simple and clear, with easy access back to your main page. Ensure that your calls to action (CTAs) are front and center to help consumers further engage with your products.
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This is so consumers can easily navigate your website and find products directly related to their particular needs and interests. Your search items should be relevant to what a person is looking for, so keep this feature up to date.
This eases any concerns regarding your process. By offering free shipping and returns, you increase the likelihood of repeat business, keeping consumers coming back for more.
By providing your customers with relevant purchasing options, you overcome objections for completing a purchase. You don’t want to overwhelm them — make sure your check-out process is clean, clear, and convenient, opting for one-click purchase options when possible.
Make every product easy to view and explore with a variety of expandable photos and videos. Regardless of what device someone is using to browse your site, they should have a seamless experience.
For example, you can include a video on your homepage to showcase your products. Studies have shown that consumers are 4x more likely to watch a video about a product than read about it. Tell and show the benefits of your products and back up your claims with proof and customer reviews.
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Help people get the support they need without leaving your site or waiting for an email response. This e-commerce trend allows potential customers to have instant support while shopping on your website. Live chat is convenient for customers and increases sales. By offering a live chat option through a pop-up chat box, with a friendly and experienced support person on the other end, you’ll soar above your competition and keep customers engaged.
Create a blog filled with high-quality content to increase your site’s rank in search engines and draw in more visitors. To get started on your SEO journey, read more here:
Search for relevant businesses with similar audiences. Reach out to ask whether you can contribute a post to their blog, and include links back to your website. You can also create partnerships with other brands and ask if they’d be willing to guest post for your blog.
For tips on how to build D2C partnerships:
Promote your blog posts and other shareable content across your social media channels to lead people to your pages and enhance website engagement. Be sure to include hashtags in your posts to extend your reach beyond your network.
Last updated on January 12th, 2024.