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It goes without saying. Which element or features on your website that makes someone stay differs depending on your target audience, your website's goal (conversion point), and the way in which someone enters your site (the source traffic). 

Increasing website engagement is a continuous process that requires a mix of strategies and tactics tailored to your audience's needs. By focusing on the user experience, creating compelling content, leveraging social proof, incorporating interactive elements, fostering community, personalizing the website experience and implementing solid CTAs, you can keep your visitors engaged, and encourage them to return to your site regularly. 

Let's delve into some key metrics and strategies for enhancing website engagement to optimize your site for increased conversions. But before we dive in, let's first familiarize ourselves with a commonly utilized metric that serves as a gatekeeper for engagement.

The bounce rate

The famous (infamous?) bounce rate is a metric often used to measure your success at keeping visitors on your website. If your website visitors leave almost immediately after having entered, they are defined as a bounce. At its core, bounce rate is defined as the percentage of visitors who land on a page of your website and then leave without browsing any further. 

The bounce rate metric plays a significant role in SEO strategies (search engine optimisation strategies), since search engines use bounce rate as an indicator of user engagement. In a broader context, bounce rate works as a key indicator of how effective your website content and design is at capturing the interest of your visitors.  

Generally, a bounce rate on 40% or lower is considered good, while 55% or higher may indicate that you need to make improvements. 


OK, so the bounce rate is significant—that much we know. But how do you control it and get website visitors to engage with your content?


#1 The user experience

By ensuring that your website is easy to navigate and visually appealing, you help your website visitors understand and get around your website. Most of the time, it’s enough to make sure that you have: 

  • A responsive design
  • Your website works on all types of devices (mobile, desktop, iPad etc.)
  • Fast loading time
  • The visitor won’t have to wait for elements to load (because that’s BOORING and our attention spans can’t take it) 
  • Clear navigation
  • It’s must be easy to get around your website and find out more. Also, make sure your CTAs are placed in such a manner that it’s easy to find them.

google dev

Hicks Law states that the more options available to a person, the longer it will take to decide which option is best. In other words, by removing barriers to decision-making (multiple options), you simplify choices.


#3 Social proof

Testimonials, reviews, and user-generated content build trust and credibility for your brand and website. 

#4 Interactive elements

Interactive elements such as quizzes, surveys, live chats, chatbots and interactive videos are great for boosting engagement. It gives the power of choice to your website visitor and let’s your audience digest your website in their preferred order and time. 

Interactive elements

Adding choices to your videos is a good way of making a digital experience interactive, increasing engagement and time on site.


#5 Personalize the experience

Personalized experiences online have become increasingly important, whether we want to admit it or not. We are constantly exposed to personalized ads and messages targeted at us based on our past behaviors. Implementing strategies for personalization is even more relevant to certain websites, such as e-commerce websites. 


personalising elements

Personalizing elements can be many things. For Starbucks, it means writing your name on your takeaway coffee. 

Want to talk website engagement? 

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Written by

Niklas Busk standing at the office with a bright smile

Written by

Niklas Busck

Niklas Busck

Niklas is our Head of Sales and supports both enterprises and scaleups in getting closer to their audiences by growing and succeeding with interactive video technology.