A sticky website keeps customers engaged and entices them to hang around your site for as long as possible. It’s essential to have a sticky website because the internet has thousands of websites, all of which are competing for your customer’s attention.
By encouraging users to ‘stick’ around on your website increases the likelihood of a sale. Sticky websites also generally encourage repeat visits, allowing you to provide more personalised experiences for customers.
There are two leading indicators of whether or not your site is sticky:
- Bounce Rate - This is the percentage of people that leave your website after only looking at one page. You want this to be as low as possible.
- The number of pages people view when they visit - This indicates how helpful your website is at providing information that your customers want. Two pages or less per visit probably means that you should review your content to make it more relevant.
To achieve a sticky website and keep customers engaged, there are some key elements you should consider:
Easy navigation and usability
If your customers arrive on your website but have no idea how to navigate, it can be off-putting. Stick to basic principles that enable easy and fast browsing. Evidence suggests users scan web pages in an F shape, where the eyes typically scan across the page twice and then down. Therefore, keep navigation consistent across the top of the page or down the left-hand side.
The amount of time it takes for a site to load is a major contributing factor to page abandonment. If your site takes too long to load, your users will go elsewhere. Unfortunately, today’s internet users are impatient, and they want information immediately. Check out Google’s PageSpeed Insights to find out the speed of your site and tips on how to improve this.
Content that is up to date and easy to read
Getting your message across quickly is important for busy customers. If your visitors cannot find the information they want, they’ll leave and look elsewhere for it. Therefore, ensure to provide product and service information in a concise and digestible format. On the other hand, you also want to encourage customers to return again and again. Therefore, it’s important to change up the information or personalise your content. This could mean anything from updating your homepage, adding exciting new products, or producing new content for your blog.
Videos, Imagery and Animations to catch the eye
Bring your content to life by animating it or introducing image carousels. If your users can land on your home page and understand the nature of your products or services in four quick slides and without even having to click anything, then your home page is both sticky and communicating powerfully. Similarly, create informative videos rather than making customers read long-form content to deliver a more instant and entertaining resource.
The rise of the smartphone has revolutionised the relationship between B2B businesses and their customers. Thanks to mobile responsive websites and apps, buyers are no longer tied to a desk going through product catalogues. Instead, they can conveniently research, find and buy products anywhere with an internet connection. Ensure your website is adaptable to all desktop and mobile devices to ensure that you don’t lose those customers you visit your site whilst they’re on the move.
To find out more about how Oporteo can help keep customers engaged and increase your sales opportunities, contact us