How to Improve User Engagement on Your WordPress Website
When putting your WordPress website online, you want it to serve its purpose well by helping you generate new leads and get more revenue. The only way to achieve this is by giving your customers what they came for, whether it’s information on your products or services, high-quality content for them, or a quick and easy way to make a purchase.
To boost user engagement you need to make your prospects want to stick around long enough to explore your content, share it, leave comments and discuss, and what is also important – come back for more and ultimately, convert.
Here are the best ways how to make use of the traffic that comes to your website, engage your prospects, and increase your conversion rates
Leverage Your Data
If you want to make some improvements on your current WordPress website, start by crunching the numbers and determining how it currently performs, and what elements are providing the best user engagement. You can use the data to discover the behavioral patterns of your site visitors and find out more about what type of content makes them convert.
Use the opportunity that modern technologies offer to gather data about your users, such as their demographics, the pages they visit, the ways they reach your website, as well as to keep track of conversion rates, heatmaps and scrolling patterns. Before making any changes, it’s essential to have the following information:
Most popular content on your website,
Average time on site,
Page views per visit,
and other relevant KPIs that show how your website is performing in terms of popularity and relevance.
The data you can collect with the help of Google Analytics or different commercial tools is invaluable when it comes to optimizing your website for more engagement and analyzing the effects of every change that you make.
If you have an e-commerce store on your WordPress Site, you will also need to track the shopping and checkout behaviour of your customers, as well as to tweak your product pages and monitor your sales performance.
Optimize Your Website
When you have all the data you need about the performance of your website, you can get down to making improvements and tracking the effects of the changes you make. Your goal should be providing your users with a convenient and seamless journey across your website so that they are more likely to return.
There are several things you can do to optimize your website for more engagement:
Conduct a webpage speed test in order to reduce loading time. If it takes more than two seconds to load a page, make necessary adjustments, such as reducing the size of your images. Otherwise, your visitors will bounce off right away if they have to wait longer.
Pay attention to design. Make sure it doesn’t influence the speed and performance of your website. It should be visually appealing because first impressions matter the most, and people perceive well-designed websites as credible and trustworthy.
Make it easier for your customers to browse your website by using the intuitive layout and simplifying the website navigation.
Use plugins to display related content and product recommendations.
Add a search box to make it easier for your users to find the content they are looking for.
Make sure you use easy-to-read language and clear and clickable calls to action.
Simplify your forms.
If you’re running an e-commerce business on your website, offer your prospective customers various payment solutions, including PayPal and other alternative services, display shipping costs, and enable an easy checkout process.
Optimize your website for mobile searches too, as that’s where 70% of online traffic is coming from.
Be There For Your Site Visitors
Your website will have many visitors just browsing around, but some of them will have still many questions to ask or they might be in need of your support. And if you can’t provide them with adequate and timely service, they will most often leave in frustration and probably never come back.
You can increase the time your users spend reading and exploring your content and boost their engagement by implementing chatbots. Customer service bots are delivering great results, as they can successfully handle different customer journeys and service interactions, at the same time ensuring that your site visitors have great customer experience.
You can put customer service chatbots to work and let them handle and manage tasks such as:
Application for services and renewals,
Tracking orders and deliveries,
Payments and refunds,
Statistics show that customers demand real-time interaction – only 14% of the customers would prefer to fill a website form rather than have their questions answered by chatbots.
Optimize Your Content for Search Engines
You won’t boost the engagement of your site visitors unless the content you offer them matches the content they expected to find when they clicked on your link on the search results page.
The goal of your optimization, apart from making your website easier to find in the searches, is to take your visitors to the web pages related to the keywords they typed in when doing their search. If they don’t find what they are looking for, they will leave your website as soon as they land, increasing your bounce rate – and Google will notice that which can reduce your rankings due to the content not being relevant for the searches it ranks for.
Still, it won’t be enough.
You will have to provide a lot of high-quality content for your readers, giving them a good reason to spend some time consuming it, and a fair amount of internal links to keep them browsing your site and learning as much as possible about a topic they’re interested in.
You’re most likely to achieve this goal if you have a blog on your website, where you will regularly post well-tailored and useful content that your target audience will love. A blog can increase your rankings and bring you more traffic, but it can also do wonders for your user engagement, as long as if you don’t use it for promotional purposes only – it’s important to publish educational and helpful content and not use it only as a vehicle to advertise your product or service.
Make sure to post on relevant, fresh or evergreen topics from your industry and offer solutions to your prospects’ pain points. It is much easier to know what needs to address if you have a clear insight into who your site visitors are.
By using these strategies you will get more qualified leads, more conversions, and hopefully, more sales.
Michael has been working in marketing for almost a decade and has worked with a huge range of clients, which has made him knowledgeable on many different subjects. He has recently rediscovered a passion for writing and hopes to make it a daily habit. You can read more of Michael’s work at Qeedle, or catch up with him on Twitter.