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How Well Does Your Website Engage Visitors?

Dell Homepage - Web Design

When you were creating your website, were you more focused on the look and feel or did you focus on visitor engagement?

Design is usually the first focus when it comes to creating business websites and building an online presence.

That’s unfortunate because the main goal should be to get visitors to engage with your site. Your website is a fully automated marketing machine that is out there doing all the work for you.

That’s why it’s vital that you get this right. If you leave it up to a flawless design, engagement might not happen.

With that said, what have you done to make it seamless for visitors to interact with your website? Providing information isn’t enough. Calls to action that are hidden within your content could likely go unnoticed as visitors typically scan web pages.

In other words, if the really important stuff isn’t standing out, you risk losing engagement levels with your visitors. That means fewer newsletter sign ups, less button clicking, and less information gathering.

So what should be your first priority when building your site? Figure out what you want visitors to do first. Otherwise, how will you create a site that makes that happen?

Start with a List of Goals

Ask yourself this question: what do I want visitors to do on my website?

Then make those elements highly visible and highly prominent.

The Prominence-Interpretation theory says that visitors must first see an element before they are able to evaluate if it is credible. Therefore, if they don’t see it, a credibility assessment which would help them to move forward can’t take place.

Here’s how you can make sure the important stuff gets noticed.

Make sure that it is placed above the fold. There are no guarantees that your visitors will ever scroll down your page. In fact, heat mapping studies show that most visitors don’t go all the way down to the bottom of most pages.

Headlines are the most vital pieces to your content. It’s what draws readers in and helps them to decide if they want to engage with reading further. Make sure that they are big and bold and are exceptionally well written.

Testimonials and real customer photos are also something that can increase conversions and that you want visitors to easily find. In the A/B test shown below, for example, a testimonial and customer photo that were easy to find above the fold increased conversions by 102.5%.


But it’s not just important to increase visitor engagement. It’s also important to analyze the visitor engagement to make sure you’re accomplishing your goals. If not, there’s no way to find out how well your engagement points are working.

It’s always a good idea to take advantage of the tools available that will help you analyze visitor engagement.

Crazy Egg offers heat mapping tools that visually shows exactly where visitors are and are not clicking on your website. You can also see how far down your pages they scroll, which provides valuable engagement data.

Crazy Egg Screenshot

Pop-up surveys such as Qualaroo help you engage with visitors to obtain feedback regarding your site. The tool also provides analysis of visitor engagement and has options for delayed pop-up and exit surveys in case you want to wait before asking a question to your visitors.

Session playback tools such as Clicktale allow you to witness all of the mouse movements visitors are making on your site. This can be highly advantageous in revealing where visitors are getting stuck.

UserTesting is another great resource for finding out how people are engaging with your site. For around $50 per test, UserTesting records videos of people visiting your site and talking about what they see. It’s a great way to find out where people are getting hung up and what questions they have.

All of these tools provide valuable feedback that allows you to measure website engagement.


Just hoping that visitors will find the important stuff on your site isn’t enough.

It’s vital that you become proactive, identify exactly what you want visitors to do when they’re on your site, and document your goals so you can measure results.

Once you’ve identified your goals, make sure that the important aspects of your page that will help you accomplish those goals are prominent because if visitors don’t see a page element, they can’t make a credibility assessment.

Keep calls to action big and bold, headlines large and well written, and keep the important features above the fold.

If you make it impossible to miss the important stuff, you increase the chances of visitor engagement substantially.