Online stores used to be an asset to brick-and-mortar businesses but not necessarily where the bulk of sales were made, meaning website engagement was nice, but not essential. To say things have changed is an understatement; now, driving website engagement is critical for e-commerce business owners.

For best practices around creating landing pages:

How to Build a More Effective Landing Page

Importance of Driving Website Engagement

Every new and returning customer that visits your e-commerce website provides an opportunity to close a sale. But in order for someone to make it to the purchase confirmation page, you need to do some work. You have to find your ideal audience, target them appropriately with captivating content, and direct them to your website. 

Every nook and cranny of your e-commerce site is an opportunity to drive website engagement. The “stickier” your website is, the more engaging. And the more engaging, the more likely you are to convert potential customers into loyal buyers. 

Find out how to drive website traffic without breaking the bank:

Increase Website Traffic: How to Do It Without Breaking the Bank

Optimize Your Website for “Stickiness”

So, what does “sticky” even mean? If a potential customer accesses your website and becomes so engaged that they don’t leave until they’ve made a purchase, then you know that your site is “sticky.” Here are some ways to optimize your website to increase website engagement: 

Make sure that your website is easy to navigate, starting with your homepage

You want to keep everything simple and clear, with easy access back to your main page. Ensure that your calls to action (CTAs) are front and center to help consumers further engage with your products. 

For tips on how to craft compelling CTAs:

Writing, Testing, and Refining an Effective Call to Action

Include an accessible and reliable search option

This is so consumers can easily navigate your website and find products directly related to their particular needs and interests. Your search items should be relevant to what a person is looking for, so keep this feature up to date.

Ensure that shipping and return policies are easily found and clearly stated

This eases any concerns regarding your process. By offering free shipping and returns, you increase the likelihood of repeat business, keeping consumers coming back for more. 

Create a simple check-out process with a variety of payment options, including the ability to check out as a guest

By providing your customers with relevant purchasing options, you overcome objections for completing a purchase. You don’t want to overwhelm them — make sure your check-out process is clean, clear, and convenient, opting for one-click purchase options when possible. 

Double-check that it’s a user-friendly and mobile-friendly website

Make every product easy to view and explore with a variety of expandable photos and videos. Regardless of what device someone is using to browse your site, they should have a seamless experience. 

Highlight the value of your products in new ways

For example, you can include a video on your homepage to showcase your products. Studies have shown that consumers are 4x more likely to watch a video about a product than read about it. Tell and show the benefits of your products and back up your claims with proof and customer reviews.

For more on how to create excellent marketing videos: 

Video Marketing: How to Build Brand Trust

Invest in a live chat feature to increase website engagement

Help people get the support they need without leaving your site or waiting for an email response. This e-commerce trend allows potential customers to have instant support while shopping on your website. Live chat is convenient for customers and increases sales. By offering a live chat option through a pop-up chat box, with a friendly and experienced support person on the other end, you’ll soar above your competition and keep customers engaged. 

Look into SEO tactics

Create a blog filled with high-quality content to increase your site’s rank in search engines and draw in more visitors. To get started on your SEO journey, read more here:

How to Build an SEO Strategy for a Direct-To-Consumer (D2C) Brand [TEMPLATE]

Start guest blogging and look for guest bloggers

Search for relevant businesses with similar audiences. Reach out to ask whether you can contribute a post to their blog, and include links back to your website. You can also create partnerships with other brands and ask if they’d be willing to guest post for your blog.

For tips on how to build D2C partnerships:

Brand Partnerships: Why They Matter for D2C Brands

Leverage social media channels

Promote your blog posts and other shareable content across your social media channels to lead people to your pages and enhance website engagement. Be sure to include hashtags in your posts to extend your reach beyond your network. 

Angie Tran
Author

Angie is the Senior Copywriter at AdRoll. Prior to AdRoll, she was a Content Writer at various digital marketing agencies. A writer by day and a reader by night, Angie’s other hobbies include cooking and learning useless movie trivia.