Generally speaking, user engagement on websites or apps is the interaction between users and websites. The longer the interaction, the higher the chance of capturing more leads, thus the more effective in lead generation.
In order to increase interaction between end-users and websites and getting a higher generation rate, the website or apps need to be engaging.
So, what is “engaging” and how does it have to do with lead generation? First, let’s read the short story below to understand how user engagement works.
Imagine you wanted to buy new computer hardware for your small business. You came across a website when you are searching for “best computer hardware for small business”.
The website loaded extremely fast. The first thing you noticed is that you landed on a blog on a website that retailed computer parts. The website was professionally designed and easy to navigate.
The blog post was well written in a fun yet conversational tone. It was straight to the point and easy to understand without those technical jargons. But still, it’s filled with useful information that you could use in choosing hardware.
The article also contained images and charts to makes the reading experience more enjoyable and easier for you to comprehend. And every hardware listing seemed to have a large orange “Buy Now” button underneath.
You finally finish the article and you already had a few choices on your mind. But before you exit the website, a pop-up appeared. It filled up the entire browser with a form for you to sign up for the newsletter.
It was annoying. But you were tempted by the free hardware setups (in selected locations) and limited-time discounts on the pop-up. It seemed that you need to fill the form and subscribe to get free setup and discounts.
There’s also a long stripe of logo beneath the form, those were the awards won by the retailer.
You are amazed by their accomplishment and you decided to give the newsletter a try.
From the short story above, you, the users haven’t been converted into the customer yet. However, the retailer still manages to turn you into a lead by getting you to sign up for their promotional newsletter.
So, what’s exactly contributes to good user engagement on the website and how does it affect the lead generation?
What Makes a Good User Engagement?
So how do you identify if there’s a good user engagement on the website? Well, this article has concluded a few important factors that affect the interaction between users and websites.
Website or App Performance
“The website loaded extremely fast.“
Nobody likes to wait. That’s why you need to be FAST.
Loading speed matters in user engagement. How would your users be converted into your customers if they can’t even access your websites?
How to Improve Website or App Performance
If you think that the images on your site are the major contributor to your sloth-like loading speed, then try Smush. It is a plugin on WordPress that compresses, optimizes and lazy loads images for better content rendering speed.
User Interface (UI) Design
“The website was professionally designed and easy to navigate.“
This refers to the design of the website or user interface in general.
A good UI design allows your users to navigate around the site with ease. Your users shouldn’t have to search high and low to find important content on your website, or feel like their eyes are going blind due to the excessive use of black body text with a white background.
Considering some of these aspects when choosing or customizing a website template.
How to Improve User Interface (UI) Design
Responsive – According to Oberlo, 52.2% of website traffic came from mobile devices in 2018. This means more than half of your users might use smartphones to browse your website. So, make sure that your website is mobile-friendly.
Simple and clean layout – Minimalist layout allows users to focus on important objects such as the content and CTA buttons.
Color – Low contrast between body text color and background color and a strong emphasis on lead capturing CTA links. Those are where the lead generates from.
From the list above, you can conclude that a good UI design provides better user experience, making users stay longer on the website. And at the same time, highlight the CTA links to capture more leads.
Interesting and Engaging Content
“The blog post was well written in a fun yet conversational tone. It was straight to the point and easy to understand without those technical jargons. But still, it’s filled with useful information that you could use in choosing hardware.“
“The article also contained images and charts to makes the reading experience more enjoyable and easier for you to comprehend.“
Your potential users will land on your website via search engines, ads or maybe social media posts. Your users land on your website because of your content.
You don’t want to bore your potential customers. So scrap those boring monotone technical-ish articles and get chummy with your users!
You need to tell an interesting story to have your users stick around, imagine yourself in their shoes. What type of content will keep you lingering around for a long amount of time?
Here’s some easy way to make your content more engaging.
How to Improve Website Content
Providing value – Your content must be helpful or at least, entertaining.
Use shorter sentences and shorter paragraphs – Your readers might be skimmers so you need to make sure that they manage to absorb all the content with ease.
Get rid of jargon or technical terms – Not all your readers are computer science graduates (or experts in your company’s related fields), so tone down the vocabs and make it easy to understand by general folks.
Use images, videos, and audios to hype the text – Incorporate visuals and sound to make a statement on your website.
Fun Gifs – Use Giphy GIFs to make your content more interesting by embedding it on your post like this. 🙂
Social media feeds – Do you know that you can embed Instagram posts or Tweets inside of your website? You can add in your favorite social media feeds too with the WordPress editor.
Animation – Engaging content is not just limited to articles or blog post, it can be your home page. Users will tend to focus more on moving objects. So make use of transition to make your website more animated!
Friendly and conversational tone – After you come up with the content, try to sound friendlier and conversational, your customers want to deal with a human-like friend, not a salesy businessman who wants to get your hand in your customers’ wallet.
So, how would you know that your tone is friendly or not? Well, the answer might just be Grammarly. It is a free tool that comes in the form of a Google Chrome Extension that can detect the mood and tone of your text.
With interesting and engaging website content, you can definitely see a rise in the interacting time between users and websites.
Lead Generation with Call-To-Action (CTA)
“You finally finish the article and you already had a few choices on your mind. But before you exit the website, a pop-up appeared. It filled up the entire browser with a form for you to sign up for the newsletter.“
“It was annoying. But you were tempted by the free hardware setups (in selected locations) and limited-time discounts on the pop-up. It seemed that you need to fill the form and subscribe to get free setup and discounts.“
Call-To-Action or as we call as CTA is a prompt on the website that tells the user to do a specific task. CTA on websites usually comes in the form of a button or link where the users can click on it to execute the tasks.
In this case, we will be focusing on the lead generation using CTA. Some common forms of lead capturing CTA included live chat which requires users to enter email, subscription form, form for requesting a free quote and many more.
So, how would you get your website users to fill in the form with their emails willingly? And how would you generate tons of lead just by using one, single form? Here are some tips to help you achieve that!
How to Improve Lead Generation with Call-To-Action (CTA)
Position – In order to make your CTA notice by the user on your website, you need to optimize the position of the CTA, you can either use pop-up or animation to make your CTA appear out of nowhere in the middle of scrolling.
Or you can make your CTA fixed at a certain position so that it would stay at the same place no matter how much the user scroll.
Color – As we mentioned above, CTA needs to stand out. The tips of creating an attention-grabbing CTA is to use colors that contrast with the main content of the website.
Lead Magnet – The lead magnet is the prompt that gets the users to enter their contact information via the CTA form. It can be a free trial, discounts, free eBooks and many more. The key in lead generation is to provide something that’s valuable for your subscribers.
“There’s also a long stripe of logo beneath the form, those were the awards won by the retailer.“
“You are amazed by their accomplishment and you decided to give the newsletter a try.“
Authority is one of the main factors keeps users willing to engage with your business. Establishing authority is about associating the feeling of trustworthiness with your business.
It also associates with attributes like competency and the quality of the goods or services. A proper assertion of authority will ultimately make your business stands out from the rest of your competitors.
In this case, the hardware retailer’s authority has been established via the blog or resources it provided to its users. The blog shows that this retailer has extensive knowledge of hardware and you can trust this business with its expertise in the related field.
The award won by the retailer also indicates that it must have something that makes it qualify as an award-winning enterprise two years in a row.
Even though the users haven’t bought anything from the hardware retailer yet, they already have a positive first impression of the business. This is a crucial part of lead generation.
You can exert authority on your website easily, here’s some trick to help you with that.
How to Improve Authority on Your Website
Blogging – Position your company or brand as an authority by providing useful resources to users. Blogging is not just easy but also a great way to engage with website users but also showing your expertise in related sectors.
Awards – There must be something special in your business in order to get the shinny badges/trophies/certificates. Don’t be shy to display it!
Partnership – What big brands do you partner with? Showcase their logos on the first page on your homepage, especially if those brands are household names! This is because household names usually have more credibility than your (less well known) brand.
As-featured-in – Are there any popular media outlets, TV shows or websites that feature your company or brand? If so, show it to the world that you are a famous brand that appears on famous news/shows/sites!
Thus, in order to increase user engagement, it’s best to assert authority beforehand to ensure your audiences that your business is trustworthy and competent.
User engagement is fairly important in the website. Your users aren’t exactly paid-customers, but they are your potential buyers. Therefore, never underestimate the endless possibilities of a website.