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Web Engagement That Converts: Best Practices

Soumya Soni Soumya Soni, a seasoned Product Manager with over 10 years of experience in Martech and SaaS, manages all web channels at CleverTap as a Senior Product Manager.
Web Engagement That Converts: Best Practices

Gone are the days when having an online presence was all that was needed for a business to thrive. Now, to succeed, brands must capture their digital audience and turn them into loyal customers. And an impactful website is key.

So what are the current best practices for creating an effective web engagement strategy, one that will increase website conversions? Read on.

The Challenges of Crafting an Effective Web Engagement Strategy

Web engagement isn’t automatic or easy. You’re up against several challenges in trying to engage your audience, namely:

  • Identifying the target audience: Who are they and what do they want? For many businesses without proper tools or systems, there is a struggle to define the target audience accurately.
  • Creating engaging web content: You simply must have high quality content that resonates with web visitors. But consistently generating fresh, compelling content takes time and resources. And how many brands have full content teams ready to build their blogs and web copy? Not many.
  • High proportion of anonymous users: Face it, you’ll have a high proportion of anonymous users — people lacking identifiable information — which will make your campaigns less effective. If you don’t know who they are, you can’t engage them effectively. Result: missed opportunities.
  • Data silos and limited segmentation capabilities: Silos occur when data from various sources is collected in different formats and stored in separate databases. How do you get a single view of the customer? Deep customer segmentation becomes impractical without that 360 degree view.
  • Abandoned journeys: Low website conversions happen due to broken journeys because users leave your website without completing a desired action. This makes it difficult to achieve meaningful results.
  • Inability to capture feedback from website users: If you can’t get feedback, this blocks your ability to make informed decisions about your marketing strategies.
  • Analyzing and measuring effectiveness: How do you accurately measure the effectiveness of your web engagement strategy? You’ll need to track key metrics such as website traffic, bounce rates, click through rates, conversions, and customer engagement, to understand how successful your efforts were. However, gathering and analyzing data effectively can be an arduous and complex task.

Addressing the above challenges requires businesses to invest in research, in ongoing optimization of their web engagement strategies, and they must proactively keep up with the latest digital marketing trends.

Web Engagement Strategy: Best Practices

So how do you build an effective web engagement strategy that can help you achieve your business goals and supercharge growth? It boils down to eight best practices.

Understand Your Target Audience

Identifying your target audience is a crucial first step. By focusing on a smaller number of ideal prospects, you maximize the resources you have to market your product or service.

Leverage CleverTap’s robust analytics tools such as pivots, trends, cohorts, flows, funnels and more. These tools allow you to analyze customers’ preferences so you can tailor your web engagement strategies at scale.

Segment Visitors for Targeted Communication

Deep segmentation capabilities allow for highly targeted campaigns and hyper-personalized website experiences. With a targeted marketing strategy, you can break down a large market into real-time micro segments based on demographics, past behavioral trends, interests, RFM, intent-based segmentation and more. You can then recommend products to a visitor based on their on-site behavior and past browsing history on your website and thereby boost conversions.

Create Compelling Messaging and CTAs

Compelling content that’s emotionally persuasive and resonates with your audience makes an impact! Even better, it increases conversions. You need to convey your brand’s offerings and articulate the problem-solving benefits concisely. If web visitors aren’t moved to click through, then your messaging is off.

Utilize Multiple Web Channels for Optimal Impact

Leverage a range of web messaging channels to increase engagement. By offering your customers different ways to engage your brand, you increase the chances of website conversions. Look into:

  • Web Push Notifications: Send browser-based messages to your web visitors to keep them engaged, drive repeat purchases, and convert anonymous visitors to buying customers. The best thing is visitors can receive web push notifications even when they’re not active on your website. You can even re-engage inactive opted-in visitors and drive website traffic.
  • Web Pop-ups: Nudge customers to download your app or make purchases with special offers in web pop-ups, while they actively surf your website. Our ready-to-use web pop-up templates drive repeat users to your website and promote relevant offers.
  • Web Exit Intent: Minimize drop-offs by engaging users at the moment they leave your website. CleverTap’s rich segmentation capability enables time-sensitive, relevant, and personalized web exit intent pop-up campaigns on a large scale.
  • Feedback Surveys: Derive actionable customer insights from NPS and rating surveys. Easily measure and track customer satisfaction and feedback with our pre-designed templates.
  • Web Inbox: Re-engage users with your latest offers via personalized web notifications that can be accessible any time, with out-of-the-box templates that can be customized to match your website’s branding. Improve campaign reach by targeting the entire web user base and not just opt-ins or subscribers.
  • Web Native Display: Personalize the website experience for each user based on their past purchases, traffic source, or actions. Show them relevant and contextual website content that they’re truly interested in! For instance, an ecommerce website can recommend products based on a user’s purchase history or wishlist items. Similarly, a banking website can showcase personalized credit card offers based on the user’s bank account tier.

Integrate Web Messaging

Building web messaging into your omnichannel efforts fosters seamless interactions across multiple touch points. Customers get a cohesive customer experience that delights and cultivates lasting relationships, leading to reduced churn and increased conversions.

Include Live Chat

Offering live chat support on your website improves engagement through real-time assistance that increases customer satisfaction and improves conversion. Set up your automated welcome messages, and engage in proactive conversations to gain valuable insights into your web visitor’s preferences. Additionally, you can deploy chatbots for personalized support, to handle FAQs and deliver prompt responses — particularly during peak hours or when human support is unavailable.

Use Lead Generation Forms

Lead gen forms allow you to gather information from web visitors. Employ our ready-to-use templates designed specifically for capturing visitor details such as name, email, phone number, and other user attributes, helping convert anonymous visitors into known users. Get them into the buying journey.

Measure the Results of Your Web Engagement Strategy

Website engagement metrics and KPIs measure how well your users are engaging on your website. Having in-depth insight into what drives user engagement helps the business to derive insights and further refine and optimize results over time for informed decisions. Key metrics to monitor include the number of engagements, notification sent, viewed, conversions, and A/B testing results. Additionally, tracking the number of leads helps to identify visitors who converted into customers. By monitoring these metrics, businesses can evaluate the success of their web engagement strategies and make informed decisions as needed.

If Web Engagement is a Science, We’ve Got the Winning Formula

By implementing these best practices, you’ll effectively engage with your web visitors, deliver personalized experiences, and capture valuable insights that will let you continuously refine and optimize your approach. Remember that web engagement is an ongoing process, and staying attentive to your audience’s preferences and behaviors will help you stay ahead of the curve.

CleverTap’s all-in-one customer engagement platform makes it simple to build a web engagement strategy that can bring your marketing efforts to new heights. Try a demo today to learn how the CleverTap platform can elevate your web engagement strategy.

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Last updated on May 9, 2024