You’ve gotten people to your website. Now what?
Getting someone to your website doesn’t mean much if the visitor doesn’t stick around to interact with you in some meaningful manner.
But too often … that’s exactly what doesn’t happen. The 2012 Google Benchmarking Report tells us the average “bounce” rate for business websites is around 43%.
… And the average amount of time spent on any given website is about five minutes.
Clearly, keeping visitors engaged on your website improves the odds they’ll ultimately make a purchase. Give them reasons to stay rather than to leave.
- Design your site from the user’s perspective: Easy-to-scan copy … intuitive navigation … logical progression of content that’s easy to find.
- Don’t be boring! You can make most any topic interesting if you use a little imagination. Since people like to read about others’ experiences, personal stories and anecdotes often work well.
- Offer something of value for free … such as brief product overviews or “how-to” pieces that are instantly accessible. Offer content of even greater value to those who are willing to give you an e-mail address.
- Keep content dynamic: Sidebar articles … videos … quick polls … loads of internal links to and from other information on your website are all ways to make your site more “sticky” so they’ll “stick around.”
- Provide sharing opportunities: As social media is “everywhere”, visitors are no longer shy about sharing content with others. Make it easy for them to like, tweet, or comment – anything that keeps them engaged.
If these actions sound like they’ll require a big effort … you’re right. But it will be well worth it in terms of more time spent on your site, more pages viewed, lower bounce rates, and other improved metrics.