The Effect of Good Web Content on Visitor Retention

• written by Krist Duro
The Effect of Good Web Content on Visitor Retention

When measuring their online performance, many business owners focus on their website traffic. However, this is just the beginning of your sales funnel.

But, the real question is- what happens once a user lands on your site?

If they don’t take any action, such as viewing your products, joining your email list, or buying from you, this means that you failed at engaging them. Most importantly, this probably means that something is wrong with your website.

Your customers have become tech-savvy and highly demanding. They can tell a well-optimized website from a spammy one. And, for most of them, your content indicates your reliability and authority.

So, to hook their attention and inspire them to come back, you need to make it look like a million dollars.

Content Makes your Visitors Come Back for More

Today, SEO doesn’t exist in a vacuum. In order to boost your rankings and attract more visitors to your site, you need to bring value to them. And, that’s where content marketing steps in. It helps you contextualize your keywords and make your SEO efforts more organic.

Recent statistics show that 47% of customers view between 3 and 5 pieces of content on a site before deciding to make a purchase. Given this fact, it’s not surprising that content marketing generates 3 times as many leads as outbound marketing.  

On the other hand, this doesn’t mean that every piece of content is engaging. In today’s era of AI and VR, people’s approach to content marketing has changed a lot. Today, a 500-word article full or irrelevant links and fluff text won’t inspire them to make a purchase. On the contrary, it will drive them away and maybe even get you penalized.

To avoid that, you need to focus on creating highly valuable and engaging content- the one that is highly targeted and that interacts with your customers.

Start with developing comprehensive guides, whitepapers, and case studies. Make sure you include a bunch of relevant information, statistics, and actionable tips that will prove your credibility.

You should also focus on visuals. People love images and memorize them easier than text. Enhance your textual content with original images or memes. Create awesome infographics that are shared on social networks 3 times more than any other form of content. They help you present difficult concepts in an easily digestible way.

Invest in video creation. The majority of your customers would rather watch a video about your product than read about it.

You could even invest in a podcast. First, they are practical- your customers can listen to them on the go. Second, they give you the opportunity to interview authoritative people in your niche and boost your site’s traffic. Finally, they are engaging and they will make your listeners visit you over and over again.

Visual Appeal Determines your Customers’ First Impression

Visual appeal is an immensely important factor, shaping your customers’ perceptions of your site. Some recent reports emphasize that people’s first impressions of your site are design-based. It takes less than 3 seconds for them to scan your site. They pay attention to the elements like your logo, search box, navigation menu, main image, and your written content.   People can check Unlimited Graphic Design Services for the best logo designs. 

Of course, the abovementioned world of VR has changed the way people interact with your site. Today, UI designers need to provide them with a design that it not only logical and time-saving but also highly customized and adapted to their expectations.

  • Start with your website images. Engaging ecommerce photography needs to be highly captivating, unique, and above all, consistent. Use the same patterns, fonts, colors, and filters to deliver the same, recognizable feel.
  • Implement super-dynamic, full-screen video backgrounds.
  • Make your typography bold and simple.
  • Give your site a boost with eye-friendly, vivid, and dynamic colors.
  • Divide your content into logical segments and offer a lot of white space to make it easily readable. Instead of making your readers scroll through a bunch of paragraphs, offer expandable content. With just one tap, they can open the parts of your article they are interested in.

Page Load Speed Influences Conversion Rates

How many times have you heard that page loading time may make or break your online presence? A thousand times, at least.

And, that’s 100% true.

Statistics emphasize that 47% of your customers want your website to load in less than 2 seconds and, if it doesn’t, they will abandon it. If this sounds terrifying to you, then hear this out.

Parallel with the conversion rates, your website speed impacts your bottom line, as well. This fact is particularly important to e-commerce sites. Studies show that up to 79% of people dissatisfied with a site’s performance won’t buy from that site again.

Finally, growing bounce rates and poor conversion rates may tell Google that your site isn’t user-friendly, which may affect your rankings. No wonder why page load speed is still one of the Google’s most prominent ranking factors.

Obviously, today’s customers are well aware that you’re not one and only. There are hundreds of businesses similar to yours online, waiting for them. So, if they’re not satisfied with what you have to offer, they will ditch you and buy from someone else.

To prevent this on time, there is only one thing you need to do- speed up your website. CrazyEgg has recently published an awesome guide on how to improve your website speed and here is the list of some of the tips mentioned:

  • Reduce HTTP requests.
  • Cut your JS, HTML, and CSS files.
  • Lessen server response time.
  • Go with the right hosting solution.
  • Cut image size.
  • Enable image compression.
  • Allow browser caching.

Only Responsive Sites are Engaging Enough

Did you know that there are 4.92 billion mobile users worldwide? Of course, with the ever-growing mobile users’ population, the number of mobile search queries is also on a steady rise. According to Search Engine Land, 60% of all searches in 2017 were conducted on mobile devices.

So, what does this mean?

This answer is simple- we live in the mobile-first era. And, to stay competitive, you need to provide your mobile customers with the impeccable user experience. Otherwise, they will ditch your site and search for another one. Namely, 52% of them emphasize that poor mobile experience makes them less likely to buy from a website.

Now, you need to understand what the responsive web design really means. Unlike mobile-friendly sites that are static and look basically the same on all devices, responsive sites are highly adaptable. They are fluid and capable of adjusting to different types of screen sizes. This means that your customer can start their research on their laptop and finish it on their tablet without experiencing any interruptions or troubles.

Responsive design is based on the holistic, omnichannel approach and, as such, it is designed to provide your customers with the impeccable user experience. It will help you boost your traffic, customer engagement, conversions and, of course, sales.

Now, here are a few brief tips on how to make your site more intuitive:

  • Invest in the logical, simple navigation.
  • Optimize your site for voice searches.
  • In addition to the page speed optimization tips mentioned above, consider switching to Google’s AMPs to provide an unbelievably fast browsing experience.
  • Make your contact forms short, to-the-point, and easy to fill out.
  • Place important information above the fold.
  • Your CTA should be easy to spot and click on.

Over to You

As you can see, by providing positive user experience, you will generate more traffic, leads, and conversions. Most importantly, you will bring value to your entire digital marketing strategy and give your customers a reason to come back.

After all, isn’t the idea behind building your online presence about guiding your customers through all stages of your sales funnel and building strong relationships with them?

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