Of all the things you have to manage as a business owner, user engagement provides some of the best value for your time. If you’re not already focusing on user engagement, or if you’re looking for ways to revitalize your existing user engagement strategy, it’s time to get started sooner rather than later!
Defining User Engagement
User engagement is something of a catch-all term. It refers to how much attention people are giving your products, services, or business in general. Attention comes in many forms, including:
- Product/service use
- Social media interactions
- Click-through rate (CTR)
- Repeat visits
- Time on site
All of these and other measures can be lumped together as user engagement. Broadly speaking, users engage with your brand when they use something you offer or when they interact with you in some way, whether that’s calling customer service or liking a Tweet.
Why User Engagement Matters
User engagement indirectly impacts many different areas of almost any business. Engagement metrics can affect your search engine optimization (SEO) and website traffic, what your customer retention rates, conversion rates, and more.
Simply put, you want engaged users. Customers who are actively engaged are willing to spend more time and money with your company.
In fact, compared to the average customer, an actively engaged customer is more likely to grow in profitability up to 23% over time. This profitability growth also comes with a stronger relationship with your brand, retention and repeat purchases, and positive word-of-mouth advertising.
When you have good user engagement, it means people are developing a bond with your business. The impacts of this connection are far-reaching, affecting customer retention, revenues, and your bottom line, so don’t ignore it!
Growth in customer engagement is positive in the long term, especially if you’re already putting effort into customer experience management.
Strategies for Increasing User Engagement in 2020
Need some ideas to help you stimulate your user engagement? Here are a few effective strategies to try this year.
1. Optimize Your Website
Your website should work flawlessly, load quickly, and should be intuitive and easy to use across all devices. Having a clear, concise website that works effortlessly does wonders for user engagement.
There shouldn’t be any broken links, missing URLs, confusing navigation menus, or unnecessary content. Navigating your website should be simple and straightforward, no matter what the visitor is trying to accomplish.
A seamless, hassle-free interaction with your website removes a large barrier to possible user engagement.
2. Be Flexible with Content
Text is the simplest way to post content, but it’s not always the most effective way to get people to engage with it. Try experimenting with different content formats such as audio, images, and video, to engage people with different preferences. Video content may be preferable for some, while text is better for others. Or you can create infographics, or a podcast to add some flair to your text content.
A good example of this is a blog post or informational post on your website with a recorded version and text, allowing people to choose whether to listen to the information or read it. You can even post this content as a standalone landing page with a good landing page software.
3. Offer Value
Whatever you’re doing, make sure you’re doing it to benefit your customers. You want people to know that when they interact with you, they’ll walk away with something valuable. When they can count on value from you, they will be more interested in future interactions with you – including making a purchase.
Value looks different for every company. It can be anything from useful tips to entertainment, recommendations, newsletters, or promotions. Value depends completely on what your customers or visitors expect from you.
If you’re consistently providing something of value to people that interact with you, people are more likely to engage with you and strengthen the relationship.
4. Keep Your Standards High
Speaking of value, you need to maintain a high standard of content quality. Everything from the images on your social media posts to your products, marketing materials, and customer interactions should be held to a high standard. It’s difficult to maintain user engagement over time if you relax your standards and your content quality begins to slip.
Consistency is valuable in this scenario. If a person become highly engaged with your brand because of the value you offer, they may reconsider if you stop offering the same high value in the future.
It’s often tempting to try increase the quantity of content you’re producing, but this only works if you ensure that the quality doesn’t get negatively impacted as a result.
5. Make Service Accessible
If it’s too difficult to reach your customer service agents to ask a question or solve a problem, people won’t bother with it – and they might even just unsubscribe from your service as a result. You don’t want this!
Or, potential customers may be leaving your website without buying simply because they can’t get an answer to a question they want to know about your products or services.
To mitigate this, offer multiple different channels for people to get service. Set up chatbots for 24/7 online service, add click-to-call buttons, have office phone systems that are simple to reach, offer quick email response times, keep an updated FAQ section, and generally do as much as you can to help connect people find the information they need.
6. Be Personal
People love personalization. This means anything from birthday coupon codes to specialized product recommendations based on a person’s searches or buying history.
Personalization helps people feel special, making them more likely to engage with that brand through maintained connection or further purchases.
Personalized emails get 14% more click-throughs, 6 times as many transactions, and 26% more opens, according to this list of email statistics.
Today, people expect personalization from brands. Personal recommendations, customer service, and marketing content promote customer retention and improve user engagement over time.
Hopefully it’s now clear that user engagement is important across a range of business goals! If you haven’t yet, make user engagement a priority so you can begin seeing the benefits for your brand.