Users come to your website but leave it without browsing other pages? Or maybe they don’t convert? This is a problem that many website and online store owners struggle with. Check what you can do to attract the user’s attention on the website – learn about 21 effective ways and stop losing valuable customers!
Take care of User Experience
Users leave your website without browsing product or service subpages? One of the problems may be bad User Experience, i.e. negative user experience as a result of interaction with the website. Do you want to improve them? Work on the items below.
1. Work on page speed
One Google analysis showed that low page speed can affect user reactions and discourage them from browsing the site. Therefore, you should make sure that the loading and operating time of the website is as good as possible. Deficiencies and deficiencies in this regard can be found in the free PageSpeed Insights and GTmetrix tools. They will let you know how your website works and what you can improve. To increase website speed and keep users’ attention, you should:
– compress images, i.e. reduce the size of graphic files,
– change the provider of hosting services,
– remove unused plugins, extensions and resources that may be slowing down your website and you do not need them,
2. Take care of implementing an internal search engine
If you want to keep a customer’s interest on your site, you need to make it easier for them to find what they are looking for. For this purpose, make sure to implement an internal search engine and filtering. In this way, the user will be able to find the product he needs, e.g. by its name, brand or model. Also add the option of filtering on the product category pages – this way, the customer will see only products on the page that meet his expectations. You may also consider adding hints to the user’s query in the internal search engine.
3. Take care of intuitive navigation
A website that maintains the user’s interest and attention is a site with user-friendly navigation. It means that:
– the menu is clear and informs the user what can be found under a specific link,
– buttons are located in places where the user expects them,
– the menu includes all important product categories and services,
– the user knows how to finalize specific actions (e.g. make a purchase).
4. Prepare a website design tailored to the user
The design of the website also influences the user experience and focus. Make the website modern, functional and aesthetic at the same time. A good website design is one that is easy to navigate, clear, and visually appealing on any device.
5. Adapt the website to display on mobile devices
How do I keep a mobile user on the site? Prepare a responsive website that looks good on any device, regardless of screen size. Take care of:
– visibility and accessibility of buttons,
– payment via smartphone,
– ease of filling in contact forms on a smartphone and tablet,
– font size adjustment to mobile devices.
If you want to check if your website is adapted to mobile, use the Mobile Test Friendly tool from Google.
6. Limit the number of ads
Nothing discourages your browsing more than pop-up ads in various places. If you want to encourage users to stay on the site:
– limit the number of ads to the necessary minimum,
– define the size of the ads in advance,
– place ads in places that will not affect the user’s experience (e.g. in the sidebar, not the main one).
7. Opt out of pop-up windows
Pop-ups can discourage the user and make him exit the page without further browsing it. Do you want to keep the attention and focus of the potential customer on your website? Avoid or limit the number of pop-ups. You can leave the pop-up windows that appear when the user wants to leave the page. However, remember that their content should be really appealing (e.g. offer a discount, free tutorial, etc.).
8. Create a clear, visible and persuasive CTA
If you want to get the attention of users on your website, add a clear CTA, i.e. a call to action, to your subpages. This way, you will tell the user what to do and make it easier for them to achieve their goal. What CTAs Should I Include on Your Site?
– on the home page of the CTA encouraging contact – e.g. filling out a form,
– the ‘add to cart’ button on the product page,
– on the “Meet our products” product category page,
– on the “pay” payment page.
You can place the CTA in the text or on the button. Thanks to it, the user may find it easier to reach the top of the sales funnel.
9. Redirect or optimize the 404 page
A large number of 404 pages on a site is a problem that can affect not only search engine rankings, but also the perception and experience of users. If a visitor lands on a page with no content, they are likely to leave your site. What can you do to keep his attention? You have two options:
– take care of implementing 301 redirects (permanent redirects) to another subpage, e.g. a similar product page, a product category page or a product page in a different color variant,
– optimize the 404 page, e.g. by adding an internal search engine, presenting the most important product categories, bestsellers or links to offer subpages.
Take care of the content
Content affects not only SEO, but also the user experience when interacting with the website. If you want to encourage the user to read the offer and increase the conversion rate, you should take care of the quality of the content. Below are some tips on how to do this.
10. Create clear and readable content
A user enters your website and sees a “wall of text”? This is a mistake! Content that attracts attention is properly optimized and guarantees readability. What can you do to get it?
– Split the content into paragraphs that you separate with subheadings.
– Use boldface to highlight the most important parts of interest to the user.
– Use bullets.
– Add graphics, photos and videos to the website (embed YouTube videos directly on your website so that the user can watch them without going to YouTube).
11. Take care of attractive content in the area above the fold
The area above the fold is the part of the web page that is visible without scrolling. At this point, you need to focus the user’s attention. Therefore, at the top of the page:
– put information that will encourage the user to continue browsing the site,
– encourage conversion, e.g. by adding information about discounts or promotions,
– add a call to action on the offer page and the “Add to cart” button on the product page,
– create an attractive and attention-grabbing blog lead to encourage further reading,
– include a table of contents and / or a short summary of the information contained in the content.
12. Create tables of contents with links
The table of contents is one of those page elements that can be eye-catching and increase user engagement on the website. If you include internal links to specific sections of your article, you will make it easier for the user to find the information they are looking for. He will not have to read the entire content. You will have a similar effect if you put a short summary of information from a blog or news article under the table of contents.
13. Use different types of content
How do I keep a user on the page? Create different types of content to please different users. Some prefer written content, others prefer graphic or video materials, and still others recordings in the form of podcasts. To catch the attention of every visitor, you should include different types of content on your website:
– blog articles, expert articles, statements, reviews,
– product reviews in the form of videos (with transcription),
– graphics and infographics.
14. Update the content
Content is king not only in positioning – thanks to it you can also encourage the user to buy or use the service, as well as build the image of an expert. Remember, however, that the content must be up-to-date – nothing will discourage the user more than outdated content, especially in industries that are subject to dynamic changes. A lawyer who finds a 2013 article on your website will certainly leave your site and look for up-to-date information from competitors. You can find more about content updating and recycling in the article Fresh content and positioning.
15. Match the content to the user’s query
A user who enters a phrase into a Google search engine is likely to search for it on your site as well, which it will come to from organic results. Therefore, place the key phrases on the website in various forms. In this way, you will increase the relevance of the content in relation to the query, perhaps you will improve the conversion rate and customer satisfaction with contact with your website. Also answer popular user questions – you can find them in ‘similar queries’ on Google or in SEO tools such as Senuto, Semstorm or Ahrefs.
16. Focus on the target audience you want to reach
Do you create content for your website to increase conversion and keep users’ attention? Take care of the content and website structure. The content on the page should be exactly what the user is looking for. Therefore, remember to:
– create a separate basis for each product and service,
– create the narrowest possible product categories,
– create URLs containing only products of a specific brand / manufacturer.
Use language tailored to the target group – otherwise you will create content for an online store with phone accessories, and differently content for a legal blog.
17. Use “empty” space that does not attract attention
There are spaces on the website that do not attract the user’s attention. You can find them with the help of the Hotjar tool, which presents heat maps, i.e. regions where users often click and move the mouse. You can use empty spaces to focus the attention of potential customers. Replace them with an attractive phrase, such as “Note”, “Take a look at this”, “Solution”. This may make the user focus on a hitherto not very popular place.
Take care of internal links
Internal links can help you hold your attention and increase the time you spend on the site, provided you follow the steps below.
18. Check that all links are working
Broken links may cause the user to opt out of browsing the site. To avoid this, check that all links work and lead to existing pages on your site. You can do this in Google Search Console, Ahrefs, or Majestic SEO.
19. Build a structure of internal links that will hold the user’s attention
A proper internal link structure can make more people stay on the site for a longer period of time. How to plan it?
– On blog subpages, add links to other content, thematically related, that may be of interest to users and extend the time of staying on the site.
– Place as few links as possible on product subpages – they can distract the user and prevent him from returning to the product page. However, you can link to other, similar or related products.
– On the home page, place links to subpages so that the user can get acquainted with your services.
Remember that each link should open in a new tab. This will make it easier for the user to stay on the site. If the link would open in the same tab, the user may not return to the original page they visited, such as the product page.
Other activities that will encourage users to stay on the site
What else can help you keep the user’s attention and encourage them to see your offer? Invest in the activities below.
20. Build trust on the site
The website is your business card. You can use it to build trust with potential customers. For this purpose:
– use the opinions of your current and former customers about products and services – perhaps they will encourage users to continue browsing the site and arouse their interest,
– share any information that may be relevant to the user (e.g. shipping costs, delivery time, attractions included in the price),
– put contact details on the website – it increases your credibility; their lack may discourage the user from both converting and browsing subpages.
21. Analyze the effectiveness of the website
In order to keep users’ attention on the website, you need to know what you are doing well and which parts of the website need improvement. For this purpose, use the tools and the data obtained from them regarding:
– traffic throughout the site as well as on individual subpages,
– time spent by users on the website,
– conversion factor,
– exit pages, i.e. pages from which users leave your site.
Analyze the collected data. If your visit time is short, think about what you can do to improve it. Perhaps you should improve the content or change the call to action? Or maybe the navigation on a specific subpage needs improvement? Or maybe the page is loading too long? Each of these elements can affect the effectiveness of your website and the level of user engagement. Check how to analyze the effectiveness of internet marketing and the effectiveness of the content on the website.
The trick is not to build visibility in search results, but to get traffic and turn it into conversions. To achieve this goal, you need to build a website that attracts users’ attention and encourages them to interact and convert. Use our tips and create a site that will delight not only robots, but most of all users.