You can drive all the traffic in the world to your website, but if visitors aren’t staying, exploring, or taking action, that traffic isn’t doing much for your business.
Today’s users make lightning-fast decisions about whether a website is worth their time—often in just a few seconds. That’s why engagement is everything. A well-designed site isn’t just about aesthetics; it’s about guiding users, keeping them interested, and encouraging meaningful interaction.
Understanding how visitors behave on your site is the first step toward improving their experience—and your results. By analyzing user behavior data, we can uncover important insights like where your site is losing people and where it’s holding their attention. From there, targeted improvements can make the difference between a passive visitor and an active customer.
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A Case Study in User Engagement
We were recently tasked with boosting web inquiries for a specific range of products on a client’s existing website. To do this effectively, we needed a good understanding of the site’s performance in order to develop a plan to improve it. It’s a great example of how a strategic approach can lead to significant improvements that affect a company’s bottom line. We hope this helps inspire your next website boost.
Search Performance Analysis
We began by first asking how visible the target pages were on Google. Were they ranking well? And how many people were clicking through to them? While search visibility for the website as a whole was good, the target product pages were lagging in their rankings, and their click-through rates were disappointing at less than 1%. This told us that significant SEO work was needed to increase search visibility and click-throughs to these pages.
User Behavior Analysis
We also needed to know more about how users were interacting on these product pages. How long did they linger? How far down did they scroll? And why weren’t they taking the actions we wanted? We scoured analytics data and user behavior heat maps to identify key actions to capitalize on and behaviors to improve upon. Notably, we saw that only about 13% of visitors were scrolling down far enough to engage with the only call-to-action on each of these pages. Important changes were needed on page layouts to get users engaged and inquiring.
The Improvement Plan
We developed a robust plan to get more people engaging with the target pages. After optimizing the pages to improve search engine rankings and click-through rates, we leveraged our UX data to enhance page layouts in ways that would encourage user engagement, such as promoting popular downloads, incorporating scroll animations, jazzing up specific areas, and importantly, adding an immediately visible call-to-action. We also added more effective and engaging page content, such as FAQ panels.
Engaging Results
Our improvement plan resulted in a significant increase in traffic, click-through rates, and engagement on the affected pages within 3 months. The improved pages saw a 55% increase in traffic from organic search. Each of these pages also experienced a double-digit increase in click-throughs. The new call-to-action panel is receiving 70% engagement by page users, and bounce rates fell by 10%. With these significant results across the target pages, our client was thrilled.
How can this help you?
If you’re suspecting that your site could be doing more to engage visitors and generate more leads, perhaps it needs a boost. We’re here to help. Drop us a line today!
