There are numerous ways that you can enhance the on-site experience of your websites visitors. Most of these have already been discussed at length by SEO experts. However, site owners keep forgetting the most crucial aspect of a website, and that is visitor engagement. Engaging your potential customers is imperative to your on-site strategy. Site owners are focusing more on gaining a sale, contact address, a download or just a visit. But site visitors have different expectations when they decide to visit your site. To meet their expectations and improve their overall on-site experience, it is important to consider many factors, including:
After implementation of Google’s Panda update, many websites have changed or updated their content strategies. But the websites that were already giving priority to their content didn’t have to worry about the implications of the Panda update. These websites clearly have an edge over their competitors as they are not only making their website user friendly but also segmenting the content into different relevant pages. For instance, Dell has segmented their content and products according to prospective customer groups based on their target market.
Another important element is localised and customised content. Localisation of content and pages is vital for a website, especially if the business is carried out nationally. This is now even more important after the effect of Google’s Venice update on the SERPS. Customised pages give the user a more personalised and welcoming experience. Very common examples would be the BBC Local website and Amazon
Timely content is equally important as it can help in creating specific marketing campaigns. Personal needs can be fulfilled by updating content on specific occasions and seasons. This also helps in engaging existing customers and increases the chance of repeat sales. One of my favourite examples is Tesco.
Products and promotional deals are regularly updated according to specific seasons and occasions.
Lastly, the accuracy, clarity and detail of content should not be ignored as this is the most important reason for a visitor to stay on the page and not to switch over to another site. For instance, Deuter’s website and product description seems more clear and detailed in comparison to usoutdoor.com. This is my personal opinion though.
Navigation is equally as important as the content. Visitors are influenced by many features of navigation. The home page is the most important element of the sites structure. It is a door to the rest of the website. There are many things a website’s navigation should and should not have:
1. Making visitors log in or register before checking the website is a bad move. The chances that visitor won’t bother to register are extremely high.
2. Customers should feel at home on the home page. Customisation is the key.
3. Make the important promotions or deals visible on your home page. First impressions always count.
4. A well-structured home page, with categories and sub categories placed in order makes the website look clear and consistent. For instance, have a look at B&Q’s website. It has good navigation and clarity is evident.
5. Effective calls to action must be available on all or most of the product pages. The effectiveness of a call to action depends on many factors such as position, spacing, variety (competitions, discounts, download, etc.) and more.
6. Try to provide contact information on every page of your website. You never know when the visitor will have the desire to act.
Links on the website should be displayed in the clearest way possible. You can also use different link styles to compliment your site design and this would enhance the user experience and make it easier for them to explore the website.
Website Speed and Browser Optimisation:
Good loading speed of all the pages in the website is a key to sustain visitors. Also, the website should be optimised for all possible browsers to maintain smooth running of the website. This is a no-brainer.
All these factors are really important for maximising the on-site experience of users. Although, there is a lot more you can and should do with your website for continuous improvement and growth.