The web is full of great content. Everything is just one or two clicks away. Confronting users with mediocrity is therefore a waste of time. But how can you increase content engagement?
The visitor’s intention
Users rarely land on one of your pages because they slipped off the mouse. Usually, they have a specific intention. For example, to buy a product or get information on a certain topic. The most important rule for engagement is to meet this intention.
What, you don’t even know what the visitors want and who they are in the first place? Then take a step back and perform comprehensive web analytics first. Check the traffic sources as well! In what context does a visit occur?
The Content Experience
Does your visitor want to learn more about a specific topic? Then don’t confront him with rotating sliders and advertising banners that don’t help him at all. It may be that you want to promote your service. But that is no reason to penetrate the visitor with advertising. Let him read a technical article or a product description in peace. If possible, place only one call to action. And place it where it won’t interfere but will still be noticed: at the end of the content.
Emotion and storytelling
Canal+ scored a viral hit with a commercial a few years ago: It was about a hair-raising and funny story where the protagonist ended up in a woman’s closet.
Of course, you don’t have to go to such lengths. You can also tell stories with simple words.
Use of visual elements.
Infographics are great for describing complex content and increasing content engagement. Therefore, use them to make text content more understandable. Photos and screenshots add vibrancy and emotion.
Video can also be suitable to complement text content. But as already mentioned: they must perfectly match the visitor’s intention. Especially if the visitor is not expecting video content.
Content must first and foremost be relevant and convenient to consume. Therefore, intrusive banner ads are an engagement killer.
Use web analytics and heat maps to regularly check actual content engagement. If it’s too weak, you need to do better justice to the visitor’s intention.