8th September 2017

User engagement leads to customer loyalty

Becki Sneap
     

What is user engagement?

User engagement is an evaluation of an individual’s response to an offering. That offering could be a product or service, or it may come in the form of a communication and sharing information.

The degree of engagement may be determined through direct interaction or from observation of a user’s behavior. A visitor to a website might click on links, make a comment, watch a video or download a document.

Why encourage your customers to interact with you?

Increased interaction will lead to a higher level of engagement with your customer. And a more engaged customer is a more profitable one. That’s why it pays to draw your followers into a conversation with your company that will convert into customer loyalty.

Make your website more fun for your readers by involving them with its content. Give your site visitors the opportunity to contribute, whether that’s writing their own posts, commenting on your articles or sharing photos and opinions.

Connecting with your audience through articles

For example, if you develop user engagement through online articles your readers are more likely to be converted into subscribers. Therefore, it’s vital to make your articles comment-worthy.

Short, scannable paragraphs and easy-to-read content will draw your reader in – but what makes them comment are features that provoke discussion. Offer ideas, pose controversial questions but never dictate to your reader. It’s imperative to let them join in the conversation and give them a platform to voice their viewpoint or share their experiences.

Interactive is more fun

As well as words, there’s so much more that can be included to draw people into your world.

Short videos are an effective way to communicate a message, especially if you have complicated information to get across. If you find your articles becoming too long-winded or wordy, try encapsulating your message into a brief film. That way, you not only attract a broader audience, you’re also talking to a person who’s made the effort to click on your link and chosen to take that first step in engagement.

Other interactive devices that can be used to liven up a page include features such as maps and surveys. With each click the user takes, the bond between you is strengthened.

A picture paints a thousand words

Pictures not only add personality to a website, they also make it convert better. The right image can increase site conversions and help you connect with your target audience.

Photos and illustrations conjure up emotions. A positive image will produce a positive response. With a photo, you’re showing rather than telling. It’s a subtle difference that produces a stronger reaction.

You’re letting your customer get a feel for your product or brand, and you’re triggering emotions. However, choose images carefully, as you want to make sure the feelings your picture provokes are the right ones for the persona you’re presenting.

Sharing on social media

Finally, make sure all this great content can easily be shared. Social media is one of the most significant facilitators of user engagement. Twitter, Instagram, Facebook – whatever the platform, it gives users the opportunity to join in with a discussion and have their say.

View social media as a means to engage with your customers, rather than just using it to promote your brand. Make your social media accounts venues to showcase your personality and let your character be revealed by your engagement with your users.

Every click taken is a voluntary step made by that user to engage with you as a business – and that action, in turn, generates a connection that leads to customer loyalty.

I am the Director of White Fire Web Design LTD, I am also the dedicated digital designer.

     

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