‘3 Ways to Engage Your Site Visitors’ – ‘Entrepreneur’ Blog
Ann Smarty says, “For an ecommerce site there are two positive actions possible by visitors: (1) They buy your product or service or (2) they engage, become part of your community and, if you do everything right, your brand ambassador.
Marketers can argue which of those two actions is more important: While monetary conversions are easy to translate into ROI, repeat visitors mean more reliable web presence and, in the long run, lower marketing budgets (those brand advocates build your brand for you!)
In reality, both actions are important for a business well-being. What’s essential is to never overlap the two: You risk confusing the user and see no action at all. Here are three ways to engage your users without ever distracting them from making a purchase:
1. Tell your story.
People engage with people. We want to chat with other human beings, not brands. Search engines also favor recognizable experts behind big brands: The recently released Google rating guidelines mention that human reviewers need to be constantly checking the “About” page of every website they are rating in search results“.
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