User engagement refers to how visitors navigate your site and respond to your content and call to actions (CTA’s). A good level of user engagement is key to both a strong website and an impressive conversion rate.
When users land on your site – you’ll want them to view your content, interact with things like videos and forms, and effortlessly follow your CTA’s. These are all prime examples of user engagement in action.
What are the different types of user engagement?
There is more than one type of engagement when it comes to websites – we’ve highlighted these below:
If a user clicks through to your site and reads your homepage – ideally, they will continue to explore the rest of your web pages. If a site visitor does click through to a new page on your site, it’s a good indication they engage in your content.
For example – a user clicking onto your blog shows that they are interested in your company and learning more about what you have to offer as a business. The more informed this user comes, the more likely they are to use your service or buy your product.
Comments and online conversions
Things like comments, likes and online discussion are examples of active participation. Other examples include filling out a survey or communicating via chatbot. These elements are a great indication that users are engaging with your site and also highly likely to return.
If visitors are interested in your content, then they might share it to their own social platforms. All of the major platforms (Facebook, Instagram, Twitter etc.) allow you to connect them directly to your site – so, users only have to hit a ‘share’ button.
If a user shares your blog or article, they are enhancing engagement but also promoting your brand to a new audience.
Image and video views
Most online users will appreciate visual content – as long as it’s high-quality and relevant. A media gallery, photo list or a video can provide a more exciting experience for your site visitors. Measuring how many users are clicking and watching your content is another good indication of how well your site performs.
How can you increase user engagement on your site?
Increase your site speed
If your site is too slow, it’s likely users will leave before looking through your content. The speed of a site plays a crucial part in how your visitors will engage. If a user has to wait for over seven seconds – then you could lose a potential customer.
You can use Google’s PageSpeed Insights tool to check your site speed on a specific page or across your entire website. You’re also able to pinpoint where visitors are having issues.
Slow speed can be the result of:
- Unoptimised images
- A high amount of flash content
- Too many ads
- Bad hosting
Simplify your layout
If you want users to be engaged, then try to keep things as simple as possible. Too much confusion will likely lead to higher bounce rates. Examples of how you can avoid this include:
- Have a clear CTA button.
- Make sure the menu stands out.
- Use white space when needed so the right content will stand out.
- Use readable fonts and text sizes.
- Provide a clear point of contact.
- Use a search box.
Following these best practices can help your audience make faster navigation decisions and follow your CTA.
Your site visitors should be able to access the information they are looking for within 1-3 clicks. If this isn’t the case – it’s likely that user engagement will plummet.
Write longer articles
Pages with over 1000 words tend to lead to better levels of engagement. The more text you have, the more time users will spend reading and learning about your business. From a digital marketing perspective – this is also important for SEO purposes.
Try to provide high-quality, informative and actionable content that will benefit users.
Break content up with images
People are unlikely to spend too much time reading large chunks of text. We recommend breaking up any long content by using things such as:
- Images and videos that add value to content.
- Bullet points
- Numbers listed
- Keyword-rich subheadings
- White space
Try to format your site for people who will be skimming content. If a web page appeals to a user at first glance, they will be more likely to stick around and find out more.
Use a chatbox/chatbot
Adding a chatbox to your homepage can help site visitors with any queries or questions they have. Chat boxes provide a faster point of communication between you and your customers – without being too intrusive.
We’d generally recommend adding a photo and name to your chat box so that visitors can see who they’re speaking to. That way, it becomes a more personal experience. If nobody is available to respond – it’s best to set up an automated message.
Having a mobile-friendly site is essential for any online business. It’s best to place any important information above the fold so that users can view or click it without having to scroll.
You can use Google’s mobile-friendly test in Search Console, to determine whether you’re offering a user-friendly service across all devices.
Have a clear CTA
Think about what you want your site visitors to do once they land on your page – and make this clear through your CTA button. This could be anything from submitting a form or providing contact details, to clicking a button or accessing a discount code. Your CTA’s should stand out so that users know what to do next on a page..
Which user engagement metrics should you be tracking?
We recommend analysing the following metrics:
- Session durations
- Page depth
- The number of sessions
- Bounce rate
- Average Time on Site
- Return Visits
As well as Google Analytics, we suggest using heat maps to see which areas of your website are driving the most engagement and which parts are deterring users. You can use this insight to plan how to improve engagement going forward.
Get in touch
Building user engagement makes your site more enjoyable, interesting and generally easier to navigate. Content plays a key part in how well your users engage – but it’s equally as important that your site is user-friendly.
Get in touch with us if you want help optimising your site to drive engagement and boost conversions.