Often, webmasters come across the challenge of increasing engagement on their websites. For many of you who already have a high traffic website that keeps the customers busy, you can read ahead and maybe learn another thing or two. But those of you who have recently set up their websites and are struggling to captivate their customers, have trouble engaging them and bringing them to the point where they finally draw money out of their wallets, then this article will be a game-changer for you.
The Imperative of Web Design
In the ever-expanding era of e-commerce, having a digital footprint for your brand is a key determinant for generating revenue, building your company presence, and moving towards growth. But in most digital marketing strategies, the importance of good web design often gets neglected by webmasters.
This is justified only if you have a strong product or brand equity that already resonates in the market. But those of you who have startups in their beginning stage and need tons of attention to earn traffic on your stores, having a stellar web design is necessary! Web design is a big deciding factor of your website’s ultimate success and serves as a major part of the engagement process of your users. The more you understand the importance of web design, the more revenue you will generate from your e-commerce store. Why? Because web design has a direct impact on your store’s ability to retain customers and captivate new ones. And once you have engagement figured out, conversions can be almost passive with the right effort!
Your website design stimulates the decision-making process and an eye-catching layout is a huge factor for a new startup that plans to build a strong online footprint for its brand. So that’s why we are sharing 7 key reasons why good web design can improve customer engagement for your online store.
1. Enhanced Navigation
Having smooth and simplified navigation for your store is crucial for allowing customers to explore the site, find what they’re looking for, and learn a little more about the business. What your visitors really want to know is what the webpage is for, where they have to go to find what they’re looking for, and the page they are looking at. By having a good web design and making your site easy to navigate, you can make sure your potential customer is having the best experience possible.
At some point, you’ll have to decide which pages should be included in the navigation bar. The ultimate solution to this difficult question is actually pretty simple. You need to figure out the most-viewed pages and the number of conversions it brings to your business. Those are the ones you’d want to include in your navigation bar.
The most common web pages the users tend to land on are pricing page, product or service pages, etc. Setting up custom tabs on the product page on your homepage makes it more defined and simplified for customers to access and explore additional information about a particular product. The structured navigation bar acts as a road map for visitors and helps them find their way to whatever they’re interested in on the site.
Example: Create Additional Tabs for Specific Product
2. Structuring Your Content Appropriately
The structure of your content is one of the most important elements that will set your store apart from the competition. Use it right and you will easily unlock the power to engage your target audience and help them make purchase decisions. But first off, it has to be high quality, relevant, and strictly developed on Google’s BERT update standards. Your content should not be spun, bloated or plagiarized, but on point and valuable information to your customers. Most importantly, it should be keyword centric and related to your business niche so every visitor gets information about the nature of your business.
The place where the content is integrated is important as well. The content that’s most likely to generate leads or sales should be added to the sections that are most noticeable so there’s a bigger chance that the customers will see it. Using this methodology is the best way to get the most out of your content.
Showcasing the best-selling products in the main sections of an eCommerce website is also a great strategy to generate more sales from your store. According to experts, it is ideal to add product sections in your website design and list top-grossing products in blocks, grids, or sliders, to gain the most exposure possible.
Example: Add Product Grid to CMA or Category Pages
3. Using All Elements in Balance
As unfair as it may sound, most of your customers will judge your website within the first few seconds that they land on it. The first impression of your site makes a big difference when it comes to user engagement and the possibility of a conversion on the first visit. Therefore, it’s crucial that you understand the vibe your website is giving to the customer. Here are some key points you need to focus on:
- Add a clean, uncluttered content layout that exhibits your brand value
- Use attractive visuals with bold typography for CTAs. Have them optimized for desktop and mobile devices!
- Implement profound color psychology with appropriate pallets to induce excitement, loyalty, alertness, or other psychological impacts you are aiming to trigger.
It is so important that before you explain the details of what you are offering, you need to clearly show the defining and unique features of your products on the landing pages. Try to embed a blog section where the company values, the business history, and regular company events can be found, along with the other useful content.
Setting up an employee’s portfolio and embedding customer reviews creates a positive impact on your customers' or clients' minds as well. That way your customer will understand exactly how you can help them.
4. The Web Page Loading Time
This one is a biggie! Making sure you have a quick loading website can help in generating an efficient user experience. The content you’ve developed shouldn’t load in small bits because first impressions are very valuable to the customer. If your site is slow to load or is loading in small sections, your customers will probably get frustrated and eventually leave your page.
To keep up with mobile trends, online stores have even started optimizing their websites for smart devices. Now, mobile speed is even more important since the vast majority of online shoppers now come from mobile internet. Also, search engines (like Google) have set web page loading time as an essential ranking factor. So, if your site isn’t loading super quick, you’re probably not going to be found on the front page of google.
If the customer gets tired of waiting for your site to load, they’ll give up, abandon your site, and likely move to a competitor. If a customer leaves without seeing the basic information of your business, consider that to be one potential lead lost.
Here’s how you can avoid it: decrease the web page loading time by optimizing images and other visual content. There are numerous tools available to recompose and reduce the size of your website images. Also embedding huge multimedia files can really affect your loading speed since these files can seriously slow down your site, causing your potential customers to not be able to view the content quickly.
5. Social Media Integration
These days, social media has become one the most popular ways to promote and market your business or products. Since there’s such a massive audience on social media, marketers from all around the world tend to start off their marketing campaigns through these channels. With that, something you’ll definitely want on your website is social sharing buttons in case your customers find something they want to share out on social. Your brand will get more recognition when your content is shared multiple times on different social media channels. The easier your content can be found, the more traffic will come to your website. You can also ask customers to like your social media pages and share their favorite products. The most shared posts are a big factor when it comes to web page rankings on search engines.
6. Conduct Surveys to Know Your Audience
In case you didn’t already know this, every single one of your customers brings value to your brand in a different way. Learning about what your customers need, what their reservations are, and the preferences they share are extremely important in increasing engagement and getting more conversions. Polls and surveys are an awesome way to get insights about what your target customer needs and wants. To make them even more useful, you can offer incentives and rewards to encourage your customers to participate in these surveys.
You can also use numerous analytics tools available online to get stats about the users that end up on your website, their demographics, regions, page retention, and other behaviors.
Gathering customer data serves a key purpose in improving your products and periodically learning about changing customer behaviors. Also, it will help you develop improved business strategies once you have access to the data, which is the customer’s intention to visit your business.
7. Set Up a Chat Feature to Engage with Customers
Customers visiting your website will probably come with questions about products, your company, and return policy, etc. Though you would have mentioned your company’s contact details, the chances of people visiting those pages are very low. To prevent losing conversions, the best solution is to set up a chatbox that has the capability to serve your customers 24/7. Your visitors might ask you anything about your business when the chat box is there, they’ll find it super easy to approach you.
Now the advanced Chatbots are powered by artificial intelligence (AI), which makes them more efficient and user-friendly as compared to conventional chatbots. These chatbots have machine learning capabilities that allow them to answer frequently asked questions, start unique conversations, and resolve complex tickets about your products. Many businesses have already started using these bots in their online business and are getting amazing customer feedback. As an old chat box feature requires a dedicated individual to accept live chat inquiries, the AI-based chatbots can handle queries all by themselves! So that means, no more being chained to your chat box!
Wrapping it up
While web design trends constantly keep shifting, some core practices remain the same every year. By using these tips to avoid web design blunders, you can easily influence a stronger audience, boost your website engagement, and significantly increase your store conversions. For new webmasters, it is important to understand that web design is far more than just the visual side of things. In its true value, it can control the entire customer journey and end it positively for the user and the brand.