Praxis Communications, Inc.

KEEPING YOUR WEB VISITORS ENGAGED AND INTERESTED
Challenge:
OK, you got people to come to your web site, and you made your site so efficient that visitors can find what they are looking for very quickly. Nice job! However, now people don't stay long at all, because there’s very little need for visitors to seek additional information. It is also harder to keep them interested in additional products and services to purchase. Making your site stickier and engaging your visitors in different ways would be a good idea to help them take additional conversion actions or simply to ask for a sales person to call them.

In general terms, site stickiness is about how much time a visitor stays within your domain, and how many separate pages they view to digest the content you have provided. Stickiness is often measured in minutes per month viewing specific content-rich pages. A good bottom-line measure of the effectiveness of stickiness might be reflected by specific conversion actions, such as how often inquiry forms are completed.

Solution:
For many sites, a great idea may be to create a search tool to help viewers find relevant content or product data. By asking users to offer descriptive data or to define what type of product or solution they want additional information on, the site owner may increase the viewer visit duration, increasing branding effectiveness and opportunities.

Another idea that may help viewers become more interested is to create industry segments as part of the navigation. Several of your products may have totally different applications in different industries. You may be able to leverage your industry relevance by creating testimonials inside a variety of industry segments. You may also want to sprinkle links to outside sites that achieve relevance to your viewer by industry or application. This should keep the viewer interested and further help build value for you with the viewer.

You may also develop a section or tab for solutions. This would be part testimonial for your company’s success, but within a focused solution or deliverable. This can help inform your web visitors as to the value of the solutions and value they might offer.

Getting it done:
  1. Create a community by writing content that begs a response. You may add things like a salary survey or a “jobs board” or maybe on line games that may be targeted to a particular point of view.
  2. Regularly update content, making sure it is targeted to topical issues for the communities you are developing.
  3. Give your customers useful resources: Testimonials, not just about your products, but about the marketplaces you have targeted.
  4. Create tools that involve the user and their specific needs.
  5. Make sure to have any external link open a new browser session.
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