Page 74 - March 2023

opportunities.
As a marketer, your primary objective from your website should be to convert visitors and to make potential clients out of them. However, in most cases, this is only achieved if customers spend some time on your website. You cannot convert leads if visitors aren’t sticking to your content or are leaving without registering anything they read or say.
A few ways you can follow here to keep visitors on your website longer include:
Fulfill Headline Promise
Getting people to click on an exciting headline is one thing; however, if you want these visitors to stick for longer, then your content should match the title and meet the expectations of all users. Don’t allow your headlines to make promises that your content isn’t capable of keeping.
A click-bait headline written by a naturally gifted copywriter won’t do your revenue generation capabilities any help, if the actual content inside isn’t of much use to the employees. The content should live up to the expectations consumers have while opening a website and shouldn’t disappoint.
Create Scannable Content
Did you realize that the average user spends no more than 5.59 seconds scanning a website’s content? People rarely tend to read every word of content on your website unless it has an informative and educational purpose. Instead, they look to scan pages and pick out all phrases and words that appeal most to them.
If the content on your website is made out of long paragraphs and
sentences, then not many people are going to stick and read it all. Instead, they will start looking for content that is easier to read and acknowledge.
Some tips you can follow to make scannable content include:
● Ensure Readability: Readability is achieved through both content and design standards. The font size and line spacing shouldn’t be too much. The content itself shouldn’t include complex phrases and long sentences and should be easy to understand.
● Break up Content: Posts should include visual or paragraph breaks to give users enough time to acclimate themselves to the reading speed and set their expectations accordingly.
● Have Engaging Subheadings:
Subheadings play an integral role in developing reader interest and can either make or break engagement levels. A decent subheading incites readers to keep reading and get the hang of the post.
● Use Bulleted Lists: Bulleted lists such as the one we’re using right now stand out in the content and are easy to scan due to the highlighted key points.
Add Content to Thank You Pages
Once customers engage with your call to action, they’re bound to leave the website. This becomes even likelier if the thank you page does not have the right content on it. The thank you shouldn’t just be a confirmation of the deal, but should also mark the exact moment a normal lead turns to a warm lead. As soon as this happens, the page should highlight useful and related content to not only cement the lead, but to also build a warm relationship.
Use Engaging Videos
Most of the visitors on your website would rather watch videos than go through pages of content. More than half of all executives surveyed in recent research mentioned they would rather watch a website video than read the text. Marketers using video on their web page tend to grow 50 percent faster than others. Adding visual content to your site might seem daunting, but it isn’t as tedious as you would expect. You can repurpose your text blog posts and post them in the form of a video to get the kind of results you’re expecting.
Reduce Loading Times
One of the most essential things you should do to make users stay on your website is to reduce the time it takes for content and images to load on your website. The more time it takes for content to load, the harder it gets for users to wait. Even a 1-second delay in the loading or response speed can reduce conversions by over 7 percent.
The use of an image compression software solution and a content delivery network can reduce loading times and ensure continuity in speed and offerings. Higher quality images can significantly increase the burden on a website, which is why image compression is the solution you need.
Optimizing your website for longer visitor durations required a lot of testing and playing around with different sections, images and headings at once. The experimentation will definitely lead you to the kind of results you require.
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