Simply put, user engagement refers to how frequently and how long a user interacts with your website. User engagement does matter a lot for ecommerce websites. It matters because visitor’s level of interest is directly connected to engagement and behavior. The more time a visitor spends on your ecommerce website, the more interested they are in a product and the more engaged they are in your brand.
By using the right engagement methods, you can easily convert prospects into real (paid) customers. Moreover, you also get customers who promote your brand/website for you in the market. Keep in mind that more than your marketing campaigns and social media ads, people trust their family and friends. If they engage in your website, you get not only paid customers, but also you get their social circle. Hey, it means also free marketing!
Ok, we know user engagement is important for ecommerce websites. But, is there any features to keep customers engaged in ecommerce websites?
Of course, there are some features to increase user engagement on your ecommerce website.
A platform that targets customer group will also participate in is needed, first. You should start a blog/forum on your ecommerce website to increase user engagement. Prospects also can read the blog entries and other paid customers’ comments about products and customer journey and it is the easiest way to turn prospects into real customers.
If you are getting a great traffic, it is easier to get target audience and build a community. You can also choose popular blogs or forums related your ecommerce website. I should warn you not to launch new product announcements every day through social media platforms, it may result in loss of your target audience.
Not finished. In order to generate activity, you need activity. At least one post every day should be published on your blog/forum. Replies/comments/hashtags do matter. And here your employees/colleagues may help to increase the activity on your ecommerce website. You can ask them to write their comments/thoughts about blog entries. Then, inactive and active members can participate in discussion and you have an opportunity to increase conversion.
As in the beginning, I mentioned if target customers engage in your website, you get not only paid customers, but also you get their social circle.
And do you know how effective are customer reviews on visitors? Customer reviews are super powerful! You have no idea how loyal customers can build a brand advocate community. Try and see. When you build a community through your blog/forum, here comes another great opportunity comes. You can organize community events like offline meetups, webinars, seminars and workshops which provide involvement around community’s interests and requests.
Let’s talk a little about social media. This is quite a broad area including social sign-in for comments and replies, simply prepared embedded tweets, sharing trending topics and freshly released updates related to your ecommerce business.
Another way to create a user engagement on your website can be running surveys on your ecommerce website. It also helps you to build brand awareness which is a free and great marketing tool for you! Contest and surveys are great ways to build user engagement and brand awareness.
UX is one another way to keep your customers engaged with your ecommerce website.
When it comes to user experience, I also would like to remind you to use high-quality images. You can also read this blog entry to see how user experience is important to increase user engagement and convert them into real customers.
How are you doing with clustering?
When people start online shopping, the only missing experience comparing to offline shopping is being in a shop. I mean, physically. Not only adding your product images, but also adding some serendipity and human touch by using fashion models increase user engagement and your ecommerce conversions because it is directly related to cross-selling which encourages people to see your products in/on their outfit rather than only pieces.