In this blog post, you will learn:
- What is customer engagement and why is it important?
- What is the purpose of your website, and why is it important to know this?
- How to (legally) spy on your competitors in order to help customers engage with your website right away.
The content for this blog was recorded live on video with ecommerce consultant, Matt Edmundson, Watch it here:
Most ecommerce business owners forget the importance of increasing customer engagement, on their website. Often, businesses will look to boost their marketing budgets before they even think about how a customer might interact with their dated, website homepage. But, here’s the thing: clever marketing will attract people to your ecommerce website – it will not seal the deal, and help your customers to shop and purchase with ease.
Why? Think about it this way: if traffic is getting people to your website, engagement is what people do once they are on your website.
It’s important to map your customer’s journey, once they reach your website. And then: maximise!
The Multiplier Effect
Ecommerce entrepreneurs: are you ready to do a little math?
The multiplier effect is a simple strategy to help you maximise customer engagement. In other words, it’s a clever ecommerce tactic that helps people connect with your website and, ultimately, buy more stuff.
Simply put, you need to focus on traffic, engagement and impact, when it comes to your website.
Here’s one remarkable formula: traffic x engagement = impact
In other words, if your competitors have 4 times the amount of traffic you do and 10 times greater engagement, their impact is 40 times more powerful. So the turnover on their sales will be 40 times bigger than yours, right?
To fix this problem, you cannot simply look to increase traffic. The multiplier effect states you must increase both traffic and engagement to boost sales. You have to think about engagement as well as traffic to trigger a multiplier effect on your turnover.
What is the purpose of your website and why is it important to know this?
First: how do we measure engagement? The answer is tied in with purpose.
For most ecommerce websites, the purpose of the website is to generate leads and convert those leads to customers.( So, wonderful ecommerce superstars, if you are out there and you want to sell more products – you are in the right place.)
Take the well-known beauty website www.jerseybeautycompany.co.uk - it’s purpose is to engage anyone who comes to this website in such a way that they become customers – loyal customers – and, ultimately, evangelists for the website, as they review their experience with friends and family.
What is the purpose of your website?
Once you have answered the above question, you can decide how successfully you are achieving your goal.
Look at what the purpose of your site is; decide how well you are achieving this resolve and then you will have a unique measure of engagement.
For example, let’s say the purpose of a charity website is to raise donations. You would measure engagement by asking the question “how many donations are being made?” You might have a corporate website that is not necessarily an ecommerce website, but it is there for a reason. It has a purpose – it might be to get people to call you, to contact you, to generate leads, and that is how we measure engagement for that site.
To really understand how engaging your site is, you have to understand what your website is designed to do, and what it is you want it to do.
You could look at things like sales, look at visitors and look at returning customers. You could even measure how many people give you their email address and opt into some of the content.
How to Increase Engagement on Your Website
Let’s do a case study using this, incredible website: www.netflix.com/gb
Look out for 2 things:
- What is the purpose of this website?
- What is it that the page specifically wants me to do?
The Netflix homepage is genius. With one call to action button they simply write: “See what’s next. Watch anywhere. Cancel anytime. Join free for a month.”
Their purpose? They want visitors to join their free trial. Everything on their homepage is designed to get me to take that one action. There is a “sign in” button just in case you are a returning customer. Yet, everything else points to joining their free, one month trial.
It is a very engaging website.
One of the ways that you can boost engagement on your ecommerce website is to actually cut back on a lot of the clutter.
This doesn’t necessarily mean cut back the content. It does mean you need to make it super easy for people to engage with your company, without getting distracted, bored or frustrated. One of the quick wins you can have is with your “Buy Now” button.
If you look at the industry giant, www.amazon.co.uk you will notice that their “add to basket” button is always in yellow. No matter what product page you are on, this simple, yellow button calls out to buyers. There is nothing that is yellow on the page, so your eye is naturally drawn to the yellow button. And as a visitor, it makes it easy for me to know how to purchase.
Apple does a very similar thing, except all of their buttons are blue. So have a look at your ecommerce website. What colour is your “add to basket” button, or the “buy now” button? Make it stand out. Make it a unique colour, and you will see engagement increase on your ecommerce site. No problem
Charity Water is a website that provides water to people in need around the world. Theirs is a pretty engaging website. The site is simple and clear-cut, with a beautiful, big image and a simple headline. They have a single-colour, blue call to action button, which is super engaging.
And, once you scroll down, charity water attempt to gain your email address. They understand that people may not be ready to donate so they look to gain visitor email addresses in exchange for something of value.
Blog Summary: 5 Quick-Wins That Will Boost Customer Engagement on Your Ecommerce Website
- Make your “add to cart” button a single colour that is a unique colour and stands out.
- Make your call to action unique.
- Cut back the clutter, make it really, really easy for people to know what it is they are supposed to do once they are on your website. Is it clear where you want visitors to click?
- For those who aren’t ready to buy there and then, engage them. Give some kind of content in order to gain email addresses.
- Then, do email marketing really, really well. Don’t spam them. Don’t blast them with all kinds of nonsense.
Want to turn your website visitors into customers? We’ll help.
If you’ve learnt a little from this blog post, download our free, thorough checklist to boost your customer engagement.
'7 Steps to Make Your Ecommerce Website Absolutely Unforgettable”
Will help you eliminate the clutter from your website so that people buy, give you their email addresses and turn into lifelong, loyal customers.