Rarely does one person land on your website and purchase right away. Most of the time they need to be convinced to buy. Most people that go to a new store tend to spend some time browsing around before making any purchase. The more time they spend in the store, the higher the chances that they’ll buy an item in the end, right?
call to action (CTA) The same concept applies to a virtual store or a website. Getting your visitors to spend more time there means a greater chance of winning them over as a client. Think about this for a second. Everyone’s time is valuable. When a prospect invests their time into learning about you and your services he/she is less willing to have it go to waste in the end so their next step is to take an action. That's where your call to action (CTA) comes into play.
If you’ve already set up your website analytics, you will be able to see how much time people spend on your website and what your bounce rate is. The bounce rate is the percentage of people who leave your site without going to another page. It can give you important insight into your homepage performance. On average, you should aim for a 30%-60% bounce rate. A rate higher than 70% means that you need to revisit the elements on that page and eventually get them to take action (aka buy).
That being said, how can you get visitors to spend more of their valuable time on your website and reduce your bounce rate? I have a few tips for that.
Not only does a blog provide credibility, but it also educates your prospects about your niche, services, and industry. A blog is also your chance to show the complexities of your business and why they need to hire a professional to help them. You can promote yourself, add passive income opportunities through it (e.g. affiliate links), and improve your SEO (search engine optimization).
The frequency with which you post is up to you. A 1000-1500 blog post with 10-15 keywords, links, an attractive meta title and a meta description (title and description appearing on searching engine pages), as well as bullet points/number lists and pictures, would be ideal. If you are quite familiar with your niche, this should take you about 1-2 hours to write. If you don’t have time to create the content yourself, you can outsource this task to a copywriter with experience in writing about your industry.
Internal links are hyperlinks to other pages on your website (or other blog posts) that are attached to either a group of words, an image, or a button. A CTA (call to action) is also an internal link. You may think that having a clear button at the top of your page that says “Services” is enough, but a CTA saying “Find Out More” as your visitor is scrolling through content is more effective. This ensures that they find the information as soon as they need it.
Try not to use only clichés for your links, like “Click Here to Learn More.” Hyperlinking regular content (see above) or finding specific and catchy ways of phrasing them will increase your chances of a visitor going for it. Also, it is a good idea to make them open in a separate window in case the reader has not finished reading the entire content on the initial page and does not want to lose their spot.
Visuals are great tools for marketing, building authority, engagement, branding, and many more purposes. Good quality videos are at the top of the list for all those categories. You can use them to give additional explanations, entertain, showcase your personality, bring social or quality proof, give demos/instructions, hold mini-courses, etc.
Now, just because you want to use a video to increase the time a visitor spends on your website, that does not mean you should make them extremely long. Short videos (1-5 mins long) are still the most effective. Also, make sure that they only start when the reader clicks on them. Otherwise, it may have the opposite effect of engaging.
Also known as social proof, testimonials and reviews will play a big role in getting a visitor to spend more time on your page. Testimonials are usually obtained outside the website and then added on there by you or your developer. Reviews represent feedback that past clients can write and submit themselves. Both of those can help your prospects set more realistic expectations for when they eventually hire you.
Not only that, but people also want to know what others have to say about you before investing their money into your services. They want to make sure that you HAVE delivered results before. And yes, while reviews can be a double-edged sword (negative ones can be harmful), it is still important to have them. To diminish the power of negative feedback, include a way to reply to those posts. In the end, if you think about it, allowing negative reviews will portray you as honest and transparent, as well.
A last-minute chance of getting your visitors to stay on your website just as they’re about to leave is a popup that comes up as their cursor moves towards the top of the page. This usually indicates an intention to exit the page. The popup should contain some type of CTA to get them to further engage with you or your site. Most often, these contain a freebie offer in exchange for an email subscription. An exit-intent popup ensures that, even if they were not interested in your website, you still have a way of reaching them after they leave.
These are the top 5 ways to keep a visitor on your website for a longer time. Remember, the more time visitors spend on your website, the more likely they will eventually reach out to you or make a purchase directly through your website.