Websites are one of the most important elements of a company. It is often the first touchpoint for audiences in getting to know who the organization is, what the mission is and why the product or service offerings bring value. Having a B2B website that engages audiences and clearly outlines key messaging and offerings are some of the foundational elements. However, all websites tend to be different whether it is due to the offerings you have, the industry you are in or the branding. Regardless of how a website looks, every organization wants to improve website engagement. But, there is not one trick or strategy that will support this, but rather multiple strategies, when used together, that can help boost engagement rates and drive more traffic to your website. Here are six strategies to improve your B2B website engagement.
Measure Key Data
The only way to tell if your website is performing well and on par to set goals is to analyze key B2B website engagement data. It is essential to look at metrics such as pageviews, sessions and users, but it is important to look beyond these basic metrics. Looking at engagement or bounce rate, average session duration and more can uncover if users are engaging with your website or simply bouncing and moving on. It is also essential to look at data over an extended time. This gives more data and uncovers trends that are not easy to see in a short time.
Set Benchmarks for Key Data
As important as measuring key data is, it does not necessarily mean anything if there are no benchmarks for them. Therefore, it is important to record your B2B website engagement statistics and keep a track record of how things look. This gives a benchmark for how your website was performing previously and can uncover trends, giving insight as to where improvements can be made. Additionally, this helps your team become proactive in addressing negative trends that can go unnoticed otherwise.
Identify Any Issues or Troubling Trends
Any data, metrics or trends that present as troubling should be addressed as soon as possible. There can be a variety of factors that play into these trends, so it might not be explicitly clear what the cause is. For example, your website¡¯s bounce rate has been unusually high in the past few months. What is the cause? Well, it could be a certain page, or pages, skewing the rates, it could be a landing page with a 404 error that people are being directed to or it could be a blog that is not resonating leading to quick bounces. It could be several things. Finding the source, or sources helps in the next strategy for B2B website engagement rates.
Address Page or Site Issues to Improve Engagement
Once the sources of any issues have been uncovered, it is time to address them and make improvements. The source of the issues heavily influences what changes need to be made. If the bounce rate is high on one landing page, consider shortening the page, condensing information or making changes to the layout. If the conversion rate on a contact page is low, consider shortening the form fields or making the form more apparent on the page. There might not be a correct answer to begin with, which is why it is a best practice to test changes on the pages and site.
Measure Datapoints After Changes
Once you have made changes and allowed an adequate amount of time to pass, reassess your metrics and testing variables. For example, if a contact page is not converting and you decide to change the form and layout of the page, revisit the data for that page in a certain amount of time to see if conversion rates have changed. If so, great, see what other variables can be added to boost engagement even more. If not, see what other elements can be changed to see a trend reversal. It might take some time, but that is the name of the game when it comes to testing and honing in on what speaks to audiences.
Continue Testing and Updating as Needed
After analyzing the metrics you gathered against your benchmarks, you will want to keep the changes made or continue to test other variables and make updates. This process should be repeated regularly to keep your website performing at the peak level and meeting the needs of your audience, overall improving B2B website engagement.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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