Digital marketing has amazing potential for returning your investment. In fact, most small businesses are investing more into digital channels year on year, and most of them are happy with the results they are seeing.

The key to success lies in developing a digital marketing strategy for your small business that you can both execute and afford and that will help you get where you want to be over time. Let’s take a look at the steps you need to take to ensure your strategy works in the long run.

Understand Your Goals

You will first need to set yourself a few digital marketing goals. Common ones include improving brand awareness, increasing sales, or boosting engagement, but you can set other goals as well.

Goal setting is arguably the most important step of your strategy, as it will determine your future steps. For example, if you decide you want to get as many eyes on a campaign as possible, you won’t do it by investing in SEO, which is a slow-burning tactic. Instead, you’ll do some PPC advertising or email marketing.

If your goal is to sell an ecommerce business in the next five years, you will need to ensure you generate some decent earnings, for example. If you want to build a brand that competes with household names, you will need to plan ahead, and so on.

Define Your USP

Once you know what you want to achieve, you should ensure you understand what makes you unique. Even if you are offering a service or selling a product that is already widely available, you need a selling point that will differentiate you from your competition. You need to be different in some way.

This doesn’t mean you need to develop something brand new. You just need to find an angle to sell from. You may offer amazing customer service or free overnight shipping. Perhaps you are able to film great content that offers real help to your audience.

Once you define your USP, you can use it when defining all of the elements of your digital marketing campaigns.

Create Buyer Personas

Defining your target audience very clearly and specifically and creating buyer personas that will help you understand how to market to them is another important strategic step. If you market to everyone, you will end up marketing to no one. The more specific your message and the more tailored it is to a specific kind of person, the higher the chance of success.

Try to imagine everything you can about this person. Where do they like to spend time online, what kinds of messages do they respond to best, and what are they looking for from a product or service like yours?

Design Your Sales Funnel

A clever sales funnel will help you ensure that you’re pushing the right marketing materials to the right members of your target audience at the right time.

For example, you don’t want someone who has never heard of your brand before to first see a very detailed and complex post about the way to use a specific aspect of your product. You want them to understand why they need it in the first place.

Creating a funnel will take time, and you will need to consider all the different aspects of your proposed marketing strategy. There will likely be a lot of trial and error involved as well, so make sure you keep refining your funnel as you go.

Determine a Budget Early On

The one thing that most small businesses manage to get wrong is the budget they set aside for digital marketing. Either they believe they need to be paying truly extortionate sums and end up overspending on services and tactics, or they invest too little in a campaign and thus prevent it from succeeding.

Make sure to understand just what a specific tactic is expected to cost, and then talk to as many experts as you can and see what they charge for their services. You will often come across freelancers who are really good at what they do but don’t yet have the confidence or the years of work to back up very high prices.

If you decide to do some of your own marketing, make sure you don’t get in over your head. Only take on what you can truly achieve.

Analyze Your Competition

Competitor analysis should serve as guidance rather than a blueprint. You don’t need to do what everyone else is doing, nor is there a guarantee that others’ tactics will work for you.

What you need to do is understand what others are investing in marketing and what their angles are. This will help you determine what you can do to outmatch them and how best to invest your own resources.

Analyze the competitors that are at the same level as you are, but also make sure to check out the top player in your industry. They can help you set some valuable benchmarks for the future.

Refine as You Go

Finally, don’t forget that you also need to remain flexible and keep refining your digital marketing strategy as you go. What is working today may not continue to work in a years’ time, so don’t just blindly follow any path you set out for yourself.

Some of your initial assumptions may turn out to be wrong as well, or you may see some unexpected success. So, always keep track of your important metrics and keep rejigging your tactics when necessary.

Your competitor’s tactics will keep changing as well. Always keep one eye on them periodically so you don’t miss out on a fresh opportunity you can utilize.

Final Thoughts

Developing a digital marketing strategy for your small business will take time. However, if you invest this time early on, you will start to see results sooner rather than later.

About the Author:

Sarah KaminskiSarah Kaminski is a business manager and social media marketer. She works with a number of small businesses to build their brands through more engaging marketing and content. Twitter – @SarahKaminski10

In October 2016, mobile devices had, for the first time, surpassed desktops as the primary medium of global Internet traffic. Since then, mobile ownership and Internet usage have kept growing hand in hand, thanks to their affordability and accessibility.

Today, more than five years later, mobile devices are at their all-time high, accounting for over 55% of total web traffic, with 4.28 billion unique Internet users worldwide, and projected sales at $3.56 trillion by the end of 2021.

As mobile devices became an essential and indispensable element of the Internet experience, Google ensured their search ranking updates followed suit.

With the continual permeation of online browsing, shopping, communication, and entertainment, having a responsive design shifted from a recommendation to a must.

Users and Google alike will favour sites that create a seamless, fast, and safe Internet experience – across different devices and screen sizes.

In this article, web experts from a top website development company in New York shed light on the importance of responsive design for your online success.

What is Responsive Design?

Responsive web design is a design approach to website planning and creating a website that responds and adapts to different screen sizes, platforms, and orientations of the devices that users use to view a website.

The idea behind a responsive design is that when a user switches from their laptop to mobile, the site’s design automatically adjusts from one display size to another.

In practice, a responsive design means creating a website with multiple columns for wider displays, whereas for smaller screens the same content is presented in a single column.

So a responsive design adapts to accommodate the screen resolution without the need to pinch and zoom, move left or right, or zoom out the content.

The hype surrounding the benefits of mobile devices to online business success is real. Just think of Android smartphones and iPhones with completely different viewport dimensions, laptops and desktops of various screen ratios, and tablets and smart TVs that create new pathways to go online.

And while traffic and revenue possibilities offered by mobiles are the main reason to go responsive, mobile devices aren’t the only ones to design for.

What’s Google’s Take on Responsive Web Design?

In its efforts to remain the leading global search engine, Google’s ranking updates are all about ensuring the best possible user experience when online.

Let’s say Google serves a user a web page that isn’t accessible or is hard to interact with on mobile. The first time, the user will probably abandon the unfriendly website and search for a more accessible one. But, if Google’s poor suggestions keep bouncing back, the user will probably look for a different search engine rather than a website.

As practically half of Google’s users come from mobiles, it’s only natural that the search engine will favour the websites that are accessible, beautiful and functional when visited from mobile devices.

Google’s Mobile-Friendly Update

Back in 2015, Google rolled out its mobile-friendly update, thus boosting the rankings of mobile-friendly websites on mobile search results.

The algorithm update aimed to favour web pages where users can access content without tapping, zooming or horizontal scrolling and where buttons are spaced appropriately.

Known among the web community as the Mobilegeddon, this search ranking update caused a noted 21% decrease in non-mobile-friendly URLs on the first three pages of Google’s search results.

And while there are algorithm updates that focus specifically on the issue of accessibility via mobiles, mobile-friendliness is only an element of the entire web page experience Google values when ranking sites.

Cross-device accessibility isn’t just about passing the mobile-friendliness test anymore; it’s about creating seamless UX from wherever users land on your website. So, how else can a responsive design help your website’s reputation with Google?

Core Web Vitals & Responsive Design

Core Web Vitals is a set of metrics that evaluate the user experience on a website by looking at the site’s loading, interactivity, and visual stability.

Rolled out in the summer of 2021, the three Core Web Vitals metrics – LCP, FID, and CLS – focus exclusively on on-page experience:

  • Largest Contentful Paint (LCP) denotes the time a website needs to display the complete above-the-fold content on the screen, ready for user interaction.
  • First Input Delay (FID) measures interactivity, i.e., the time between a user’s first interaction with a website to when the browser responds to that interaction.
  • Cumulative Layout Shift (CLS) estimates the visual stability by looking at the layout shifts that take place within the viewport and aren’t caused by user behaviour.

As you can see, responsive design is an important element of all the Core Web Vitals metrics. Web design that fits the required screen size will load fast enough to yield good LCP results and ensure instant content interaction for satisfactory FID.

Regarding CLS, responsive design will minimize layout shifts as page elements load exactly where they should.

User Experience & Website Responsiveness

User experience’s importance as a ranking factor on search engines equals its elusiveness regarding what this notion actually entails.

Quality and valuable content, fast-loading pages, intuitive site structure, accessibility across devices are some of the basic UX elements – but how does Google measure these elements of a quality user experience?

Well, Google (and other search engines) assesses a website’s UX based on user behaviour metrics, such as:

  • Bounce rate
  • Scroll depth
  • Time on page
  • Pages per session
  • Session length

Besides making your website accessible via different devices, employing responsive design practices into your site helps user retention and conversion.

Namely, 2021 data suggests that over 50% of users feel encouraged to engage with a website with a good mobile design, whereas two-thirds reported they are more likely to purchase a mobile-friendly design.

Moreover, a good site experience boosts the chances of a user recommending the website to a friend and subsequently returning to visit it again.

So, responsive design is actually a far more intricate component of a good user experience.

On the surface, users understand when they interact with a mobile-friendly design; yet, intuitively, cross-device accessibility encourages them to spend more time on the website, trust it, enjoy its content, and ultimately, convert into happy customers.

Brand Equity & Responsive Web Design

According to research, 6 out of 10 users noted having a more favourable opinion of a brand if they have a responsive website design.

Moreover, 48% of users regard website design as the primary factor when judging a business’s credibility, with 38% of visitors saying they will stop browsing a website if the layout is unattractive.

Providing users with a seamless, consistent experience across devices supports your brand image and facilitates users’ satisfaction throughout their journey with a business.

As many conversion journeys take place across devices, your website needs to be ready to satisfy users who visit it on a tablet, continue their research via smartphone, and finally purchase from a desktop.

Marketing, Optimization & Responsive Website Design

Creating a responsive website design can help minimize the time and money investments into your website’s digital marketing and search engine optimization efforts.

For example, a high-quality responsive website is a great foundation for your SEO, leaving you with only details to tweak.

Moreover, good user metrics – made possible by responsive design, of course – help Google perceive your site as high-quality and thus improve your rankings organically, lowering the marketing costs.

For example, when marketing via Google Ads, the search engine’s algorithm accounts for different metrics to measure your cost per click.

Besides ad copy and visuals, landing page content, and page loading speed, responsive design is among the crucial aspects that influence your ad costs.

With the rise of mobiles, online searches for local businesses have grown quite popular. Having a mobile-friendly design helps your site rank higher for mobile searches, meaning you’re more likely to appear to users who need your products/services at that very moment.

To Wrap Up

In times when more than half of Internet users access digital content from the convenience of their mobiles, creating a mobile-friendly website is a no-brainer.

However, with tablets growing more popular than ever, smart TVs reshaping the way we consume online content, and laptops becoming the new (home) office standard, responsive design permeates more than just designing for mobiles.

A method of bypassing the need for responsiveness is creating multiple versions of the same website for different devices. However, with separate desktop and mobile websites, you risk being flagged by Google as having duplicate content, thus compromising your entire efforts and business.

Responsive websites are free from such hassles – they are easy to build, ensure a great user experience and good search engine rankings, and are future-proof.

There is a reason why responsive web design has become a necessity, not a luxury. Responsiveness is synonymous with versatility and a smooth user experience – and you’ll want your business to leverage that.

Author’s Bio

Christopher is a digital marketing specialist, project manager and editor at Find Digital Agency and a passionate blogger. He is a dedicated and experienced author who pays particular attention to quality research and details. Focused on new web tech trends and digital voice distribution across different channels, he starts the day scrolling his digest on new digital trends while sipping a cup of coffee. In his free time, Christopher plays drums and Magic: the Gathering.

The Value of Search Engine Optimisation in 2022

Is Search Engine Optimisation (SEO) valuable for your business in 2022?

This is a question many Australian business owners have been entertaining as we get into the swing of 2022. This is especially the case for business owners for whom marketing budget efficiency is a key priority.

According to Semrush, the exact phrase “is SEO a waste of money?” is googled a hundred times a month, with 20 per cent of the volume coming from Australia.

While some may be suspicious of the SEO industry as a whole, either due to prior unpleasant experiences or from hearsay, it is still worth considering the kinds of tangible benefits that search engine optimisation might bring to your business.

Let’s consider first the logic behind SEO and the reasons behind its popularity. Simply put, online search is still the primary way that people interact with the web. In fact, 68% of online experiences begin with a Google search, surpassing all digital channels combined. Millions of these search queries will then find their way to convert into online purchases. This is a simple way to consider the importance of optimising a website’s Google ranking.

Long-term Value

Immediate sales and conversions are important measures of SEO success, but there are other important metrics to consider. Raising traffic volume to your site slowly but surely raises your site’s visibility for long-term success. The importance of a site’s longevity is evidenced by the fact that:

  • 60% of all high-ranking websites that are seen on the first page of Google are at least 3 years old.
  • The top site among these Google results then takes around 32% of all clicks.
  • Finally, 49% of marketers claim that SEO has the highest return on investment of any marketing channel, perhaps validating the value of competing to the top.

The Strategy

Each business adopts a strategy to outplay its competition. In the world of SEO, it is about generating greater traffic through market analysis, branding, keyword research, content creation, digital PR campaigns and technical optimisation.

In other words, you need a tailored SEO strategy that works for your business. SEO can indeed be a waste of money. It will do no good for your business if it is executed poorly. In fact, an ineffective optimisation attempt may even drive traffic and leads away from your site to that of others. It’s a harsh truth that marketing agencies must be aware of.

This means that the clear benefits of SEO can only be attained by an effective and well-executed SEO strategy. This might make you wonder, how do you source the best talent for your SEO? You may be able to glean something from customer satisfaction reviews, but the value of any particular agency will only be truly known by engaging them and seeing the results for your own particular business.

Where does your business rank on Google? If you haven’t tried it yourself, go on Google and search for one of the products or services your company provides right now. The race to the top may seem daunting, but the payoff can be priceless.

Choosing your best SEO option

If you are now convinced that SEO offers value to your business in 2022, the following breakdown of the three major options at your helm can assist you to determine the next step for beginning or improving your SEO strategy. Consider the pros and cons of each model to see which is most suitable for your business.

DIY SEO

This acronymous title aptly reveals the mix of simplicity and complexity in attempting to conduct an SEO strategy all by yourself. However, budget constraints and a frugal attitude may make this the best option for you. It also happens to be the best option for those who have never desired for their business to be more than a one-man show, or a one-woman show for that matter.

ProsConsSuitable for
No upfront costOpportunity costSolopreneurs
Complete controlStifled growth potential
FlexibilityLimited accountability

Pros: The idea of being in charge of your SEO may be appealing to some people thanks to these benefits:

  • No Upfront Cost
    Handling your SEO is a cost-saving opportunity, especially at the first stages of your business. Not much more to add here except to advise that you consider all the points that follow.
  • Complete Control
    The ability to do it all yourself means that you have complete control over the SEO strategy. You can directly apply your vision and have nobody counter your ideas.
  • Instant Flexibility
    Being the person in charge of SEO enables you to tweak and redesign your strategies at any point in time. As you are the person in charge and the person who executes, you can always adapt your strategy without having to make a call.

Cons: Consider the following problems that come with DIY SEO:

  • Opportunity Cost
    It’s for you to decide what value your time brings to your business. Committing your own time to understand the ins and outs of SEO and actually implementing what you have learnt bears with it a level of commitment that may also represent a huge opportunity cost for you and your business.
  • Stifled Growth Potential
    You would need to spend many hours researching just to understand the basics of SEO. Moreover, even the best SEO articles and case studies cannot replace the value that comes from experience. Unless you’re actually an SEO expert who happens to be running a business, conducting your own SEO means limiting your online growth potential.
  • Little Accountability
    We all have blind spots. Conducting your own SEO strategy may lead to gaping holes that everybody but you can see. If you are still keen on doing it all yourself, Digital Treasury provides a detailed tutorial on how to go about optimising your online presence in Australia without the help of any professional specialist.

The Value of Search Engine Optimisation in 2022

Work with an SEO partner

Working with an SEO partner means that you have the presence of an expert, someone who can reduce uncertainty and also assist you in weighing up the risks inherent in any strategy.

ProsConsSuitable for
Expertise in SEOLimited understanding of your productPartnering with an agency is suited to most businesses
EfficiencyLack of visibility
Many optionsLimited flexibility

Pros: Here are the benefits of outsourcing your SEO needs:

  • Expertise
    With an agency, you can find yourself an expert team that has both the knowledge and experience to design and deliver the appropriate strategy for your business. You wouldn’t have to spend too much of your own valuable time researching the strategies, nor would you have to worry about updating yourself on new methods.
  • Efficiency
    SEO agencies are designed to be efficient in generating leads and driving sales for their clients. As we mentioned, SEO is not a quick fix solution. An experienced agency will help your business establish a long-term advantage over your competition, but you may also see immediate results.
  • Options Galore
    Variability in cost exists due to the level of experience and manpower that each agency can provide. There are more than 35 000 SEO agencies in the world, which means you have options.

Cons: Despite the benefits of SEO agencies, it remains an option with multiple risks.

  • Limited Understanding of Your Product and Business
    It must be conceded that SEO agencies may have a limited understanding of your business. Being outside your team implies separation from the organisation and a certain disconnect from your business’ vision.
  • Lack of Visibility
    The more successful the agency, the more clients they serve. In other words, choosing the most visible agency may mean you compete with all their other clients for the agency’s service. Indeed, you may not be their highest priority, and in the worst-case scenario, you may end up with a cookie-cutter solution that does little to help your business stand out in the sea of online competitors.
  • Limited Flexibility
    Working with an agency generally means leaving an important aspect of your business in the hands of the agency. You don’t have many options when it comes to work orders because agencies typically take on all SEO obligations at once. Indeed, that is what you’re paying them for, but it also means you have limited manoeuvrability when you wish to exercise a strategy according to your own liking.

These are some of the factors that should be considered when deciding upon engaging an SEO agency. A competent agency can play a pivotal role in establishing positive momentum early on, which, in turn, would give your business the potential to benefit from compounding growth over time with continued optimisation.

In-house SEO

The final option you have when it comes to SEO is to hire an expert or a team of experts.

ProsConsSuitable for
Aligned long-term incentivesSlow adjustment timeEnterprise companies
Team SynergyPotentially higher costs
High level of ControlHR difficulties

Pros: Having a person or a team of SEO specialists may give you the advantage that puts your business head and shoulders above your competitors.

  • Aligned Long-term Incentives
    A full-time employee has skin in the game. He or she is visibly responsible for the company’s success or failure. The same applies to a dedicated SEO team. Furthermore, an in-house SEO typically understands the business product and vision better than an agency. This could be the difference between a hugely successful SEO strategy and a mediocre one.
  • Team Synergy
    An SEO team that regularly works and meets with other departments means that your product and marketing goals will be better integrated. The vision of your enterprise will become more transparent to all your employees. Ultimately, this may lead to a more productive and effective work environment that provides added benefits to your business beyond SEO.
  • High Level of Control
    While you won’t be in total control over the SEO strategies, having an SEO team lets you oversee the whole operation and approve or reject different strategies without having to negotiate your vision.

Cons: Despite the advantages of having an in-house SEO team, it remains an option with various risks involved. Hiring can be a complex process and has its pitfalls.

  • Slow Adjustment Time
    Even when you hire a well-versed SEO specialist, it is still going to take them time to get accustomed to your business, your vision, and your work environment. On the other hand, an agency can hit the road running, although it may be the wrong way.
  • Salaries and Extra Costs
    Having your own SEO team can be financially burdensome. There’s the variability of course, but we’re talking an outlay of hundreds of thousands of dollars for a substantial team. Needless to say, beyond the salaries, you are also covering various leave payments and bonuses. Again, you have to do the cost-benefit analysis. Hiring an SEO team might not make sense for a new business. Indeed, it could even hinder the company’s growth potential early on.
  • Barriers to Finding the Right Personnel
    As with all things HR, it’s not easy to find the best candidate for your business. It may take months to land your dream SEO specialist. By then, you may have walked down the wrong path for a significant period. Finding a team of SEO specialists requires a competent HR department which may be beyond your business budget.

Hiring a well-seasoned specialist or building a team to handle your SEO can be expensive, but also definitive in accelerating your business growth to new highs. We would recommend considering your options and getting some experience working with SEO specialists in agencies so you know what you’re looking for when you hire someone.

Conclusion

The value of SEO for your business in 2022 can only be determined by your action regarding the above choices. Choosing the right option requires a deep understanding of their benefits and risks according to your business and product. We’ve outlined some of these for you to consider, but we’d also like to remind you that 2022 is well underway. Whether you opt for doing it on your own, outsourcing to an agency or hiring a team, the important thing is to know that you are on your way to finding a strategy that works wonders for your business.

How to Boost Engagement and Conversions With Interactive Website Features
Source: depositphotos.com

What happens over a single internet minute in 2021? According to Statista, every 60 seconds, people:

  • conduct 5.7 million Google searches
  • send 12 million iMessage messages
  • purchase 6 million items online
  • stream 100k hours of Netflix content

Looking at these numbers, it’s clear that there’s no shortage of available content for those who want to consume it. But what if you want to boost consumer engagement and increase conversions with website content?

Well, one possible solution would be to look into interactive website features.

Data from the past five years shows that interactive is the way to go in 2021:

  • 44% of marketers stated that it’s more effective at grabbing user attention than static content.
  • 93% said that interactive content works better for educating audiences.
  • 70% of marketers state that interactive content boosts website conversions.
  • It gains as much as 2x the engagement as its static counterparts.

So, knowing that it’s guaranteed to help you accomplish your website goals, interactive content is definitely worth experimenting with. Here are a few ways you can add interactive features to boost engagement and conversions on your website.

Use Interactive Content to Capture More Leads

One of the absolute best uses for interactive website features is capturing leads for your business.

Keep in mind that it takes six to eight touches to turn people from your target audience into viable leads that stand a chance of converting into customers. That’s why every single cog in your lead-capture mechanism must do its best to keep the machine rolling. The great news is that interactive content can help with this.

On the one hand, it can do so by responding to user actions on your site. For example, an exit-intent pop-up can remind blog readers to sign up for your newsletter. That conversion will turn them into leads whom you can nurture with a stellar email marketing strategy.

Or, like in the case of GQ, it can remind web visitors to check out one of your special offers that’s related to the pages they had just been browsing.

A slightly easier thing to pull off would be to turn your contact information into interactive widgets that stay in the same spot regardless of your web audience’s browsing journey.

US Fireplace Store does this on its homepage, and it’s such a great solution for encouraging people to email, message, or call. Plus, combined with the live chat widget, this interactive feature is 100% sure to boost conversions.

Source: gq.com

A slightly easier thing to pull off would be to turn your contact information into interactive widgets that stay in the same spot regardless of your web audience’s browsing journey.

US Fireplace Store does this on its homepage, and it’s such a great solution for encouraging people to email, message, or call. Plus, combined with the live chat widget, this interactive feature is 100% sure to boost conversions.

How to Boost Engagement and Conversions With Interactive Website Features
Source: usfireplacestore.com

Make It Part of the Shopping Experience

Looking for more sales in your ecommerce store? It’s safe to say that interactive features can help you with that as well. One of the best ways to encourage people to buy from your brand is to show them what a great shopping experience you offer.

For example, price calculators are excellent interactive features to remove friction from the buying process. Mixam has a great one on its booklet printing page. It allows web visitors to see how much they will have to pay and wait until their selected product arrives.

How to Boost Engagement and Conversions With Interactive Website Features
Source: mixam.com

If a calculator is not something you could benefit from, you can still incorporate interactive features into the shopping experience. Future Kind, for example, uses a drop-down menu on their vegan omega 3 product page to help consumers choose their preferred delivery frequency.

How to Boost Engagement and Conversions With Interactive Website Features
Source: futurekind.com

Or, if both of these options seem too easy, perhaps you could employ VR to make it easier for consumers to find the best products for their needs?

It’s what Ray-Ban does on its product pages. It allows web visitors to see how each lens type will affect their vision, increasing the chances of their first-time customers being happy with their sunglasses. Needless to say, this also helps ensure that customers continue holding the brand in high regard.

How to Boost Engagement and Conversions With Interactive Website Features
Source: ray-ban.com

Utilize It for Personalization

Another excellent use for interactive web features is personalization.

Research into consumer behaviour shows that personalized content vastly increases conversion rates by as much as 2x. That’s definitely a benefit your business could profit from. But how exactly do interactive features fit into this use?

Well, one super-simple way to use this type of feature is to incorporate personalized recommendation widgets into your ecommerce store or blog. PresetLove does this with its content, grouping content based on common aesthetic features like for example on their vintage lightroom presets page.

How to Boost Engagement and Conversions With Interactive Website Features
Source: presetlove.com

Another fantastic use of interactive elements is showing your different business locations on a map.

Costa Coffee, for example, has an online store locator that allows web visitors to search for coffee shops near them. This way, it’s not just using user-provided data to present web visitors with relevant information. It’s also sending foot traffic to its physical locations where people can buy a cup of coffee without having to wander around entire neighbourhoods looking for their favourite coffee shop.

How to Boost Engagement and Conversions With Interactive Website Features
Source: costa.co.uk

Entertain & Educate Web Visitors

According to research by Conductor, people are 131% more likely to make a purchase immediately after having consumed a piece of educational content.

So, it’s only natural that you should be looking at ways to produce this type of content. And, with a few interactive features, you can make it even more engaging and likely to result in a conversion.

Sukin, for example, helps its potential customers identify the best possible products for their skin type with a quick 5-question quiz.

How to Boost Engagement and Conversions With Interactive Website Features
Source: sukinnaturals.ca

If you want to make your brand’s offered value even more available to your web visitors, you can do something along the lines of National Geographic. Having created an online map-making widget for educators, the brand successfully entered thousands of modern classrooms. It positioned its magazine as a fun and modern resource for kids (and adults) looking for some fun knowledge.

How to Boost Engagement and Conversions With Interactive Website Features
Source: mapmaker.nationalgeographic.com

Do Audience Research

Lastly, don’t forget that increasing website engagement and boosting conversions aren’t the only two reasons to add interactive website features to your site.

The best solutions out there will also let you get to know your audience better. These can help you improve your products, plan your content strategy, and identify new consumer pain points none of your competitors have targeted yet.

Polls are the most popular option for getting to know your audience better. Taco Bell created an entire website just to gather feedback from its customers.

How to Boost Engagement and Conversions With Interactive Website Features
Source: tellthebell.com

But, remember, even something as simple as a multiple selection newsletter sign-up form can provide you with information on what your potential buyers want more of.

So don’t hesitate to experiment until you’ve found the solution that works for you. It doesn’t have to be the most advanced one – as long as it achieves the goals you’ve set out for yourself.

The Sky’s the Limit

The possibilities of what you can do with a well-developed interactive website widget are almost endless. Just think back to Netflix’s 2018 Black Mirror: Bandersnatch movie, and you’ll see how far technology has come.

But to get the most out of these user-oriented features, don’t forget that they’re not enough on their own.

Yes, they are impressive pieces of code that are sure to engage any first-time visitor. But if they become too intrusive, offer zero value, or (worst of all) interfere with an otherwise positive UX, you’ll find that you’d be better off removing them from your site and focusing on more traditional ways to engage and convert visitors.

About the Author:

Natasha is a web designer, lady of the keyboard and one hell of a tech geek. She is always happy to collaborate with awesome blogs and share her knowledge about IT, digital marketing and technology trends. To see what she is up to next, check out her Twitter Dashboard.