Every business needs to showcase its products or services well. The chance to do that depends on the time the customers spend with your business. Imagine a store that allows its customers to browse through all the products at their ease and hence keeps them engaged. Let’s try and understand the user engagement definition with an online example.
In an online setup, however, the amount of time spent gets considerably reduced due to the limitation of the online document real estate, or the web page area.
The user engagement definition hence stands for the website layout strategies which ensure optimal display of business offerings to keep the consumer interested in staying on the website for a longer time.
To understand the user engagement definition mainly has three elements, these can be termed as the engagement cycle:
- Inbound traffic: While site visits are important it is important to target the right customers. When an influential ad is posted, or a useful product is on display. It gets site visits via organic or inorganic routes. The best inbound marketers plan how to make the customer remain on your site for longer, for example by placing the call to action button within eye reach and in the first frame of the web page itself.
- There is conversion! : Now this may not always mean that there has been a sale. However it can mean the end objective of the campaign has been met, it could be a sign up for a subscription, or entering an email id, or filling out a survey or posting an inquiry.
At this stage, engagements include sending thank you emails and cross-selling a related product. This is a good time to ask for a review or feedback.
- Post purchase follow up: Once the conversion is done, however, there can be multiple ways of checking if there is a scope of a repeat purchase/visit depending upon the category of your products/service or seasonality of the whole campaign.
Once the conversion has been achieved, the users can be kept in touch with using push notifications of informative blogs, sharing important short and crisp pieces of trivia.
This ensures their trust in you being a thought leader and an influencer.
While each business is unique, to keep a user engaged, one must get the customer what she wants. Facilitation is the key. Constant iterations made using the website analytics data lead to the correct user engagement definition for each business.