Successful websites and businesses keep their audiences coming back for more. According to Entrepreneur, between 70% to 96% of a website visitors will never return to the website once they’re done browsing through the initial pages. Keep in mind that one of the main purposes of a brand’s website is to attract, engage, and convert new visitors to customers.
So what really keeps a website visitor coming back?
While getting an initial increase of website traffic through a post or product launch is good news, this can only be considered a short-term goal. It is now the right time to rethink your website optimization strategy that is focused on not only driving new visitors to your website but also how to increase the number of returning visitors and their overall engagement. This is where content comes in.
Did you know that there are millions of content that are being uploaded to the web every second? According to a report from Chartbeart, around 55% of people spend less than 15 minutes on a web page, which gives limited time to catch a visitor’s attention. With this information, marketers need to know that just attracting visitors is not enough. Catering to engaged users and creating a good relationship with them should also be a consideration.
Here are 5 effective ways to make your visitor stay and revisit a new website:
1. Build a loyal audience
In creating content that builds and generates awareness and educating your audience to share information and convert sales, it is important to first build a loyal audience before making plans on monetizing a website. This is where content marketing stands out. According to the Content Marketing Institute, this kind of marketing offers three times the leads of a traditional one and costing 62% less.
Having a loyal audience means getting a good amount of returning visitors, because you’re driving true value from your content, making them come back again and again.
2. Make a user-friendly website
When a website has a high bounce rate, it is possible that its visitors are not impressed with its organization and layout. Having a simple, easy-to-navigate, and clear website keep users engaged. To be able to come up with this kind of website, it should be easy to find information or where to go next. Creating intuitive menus, a straightforward CTA (call to action), and a robust search feature are important factors to consider when creating a user-friendly website.
Having a clean and excellently designed website is important too. Keep it simple and focus on the essentials — attractive colors, related images, and readable texts.
3. Publish new and informative content regularly
How often should marketers publish content? A business that publishes more than 16 blogs on a monthly basis gets almost 3.5 times more traffic compared to those that publish between zero and four, according to a report from Hubspot. The most important thing to consider is finding the balance of publishing enough content to get the right momentum. By doing this, a business establishes both consistency and trust with its audience, and eventually, your audience will determine how often they should visit a website.
A good example is creating a series of themed blog posts, from tips, coverage of events, or an entertaining column. This will help visitors view a business’ reliability and consistency.
4. Create a content newsletter
Email traffic is considered one of the highest in generating user engagements. An email newsletter is a way for businesses to deliver original content directly to their audiences’ inbox. It promotes user engagement and improves ROI (return of investment) by providing a channel for unique and in-depth stories — these stories help build a strong connection to audiences.
Newsletter highlights new content, product offerings, and upcoming events, so it should be sent on a consistent schedule so your email subscribers know to expect to receive it. Make sure that subscribers get exclusive deals or promos so they would feel valued and appreciated.
5. Make use of microconversations
What are microconversations? These are users’ small actions while on a website or with a brand’s content that leads them closer to engagement, conversation, or conversion. One main reason to use them is that they give information about the effectiveness of a website’s content and how it nurtures visitors.
In monetizing a website, this insight is one of the most important factors to consider because this will help determine if a brand was able to build enough long-term audience. Examples of microconversations are social shares, newsletter sign-ups, comments, and page clicks.
When it comes to finding new ways of analyzing user engagement and increasing the number of returning visitors on a website, it is important to pay attention to their overall experience. The things they enjoy about a website are usually the reasons that make them come back.
Having the right content, design, and strategic marketing gives a brand the leverage to have visitors that turn to loyal customers. Offering these customers content with value is what keeps them coming back to one brand. Marketers should understand that making visitors stay and revisit a new website are not easy tasks. There are various ways to do this, and if effectively implemented, they can expect a successful outcome.
Paying attention to what works is key and improving on it are what helps marketers understand a website’s weaknesses and strong areas.