3 Tips for Increasing Site Engagement and Conversion

In the early years of internet adoption, it was enough for companies to paste a virtual brochure on the web and call it a day. Today, we've moved so far beyond that static state that companies with any online ambition must consider a vast array of dynamic and rich features in their website strategies. While many retailers are finding new ways to engage consumers online, others still struggle to achieve the right balance of creativity and efficiency.

If you believe it's impossible to add rich media and interactive web components without compromising site performance — or at least paying a steep price — think again. In truth, the road maps for delivering a successful, compelling website experience have already been drawn. Not only is it feasible to get creative without sacrificing performance, it's also feasible to deliver a quality experience without breaking the bank. First you need to know what elements contribute to the quality of your site and, second, how to create a system that maximizes your resources for the highest levels of efficiency.

Driving engagement with rich media
Retailers don't add rich media to their websites just to follow a trend. They know that rich media invites visitors to interact online, provides unique information that can't be conveyed in text, furthers brand awareness and even increases purchase intent. The scenarios for rich media are endless, from product images to training videos to entertainment to customer testimonials to live video events. The list goes on. Not only does rich media deliver experiences that retailers want to impart, it's becoming a feature that consumers demand more and more when they shop online.

Retailers need rich media to pique consumer interest, to keep consumers from straying and to make it easy for consumers to take action. But rich media is a double-edged sword — the more it's used successfully, the more consumers expect from it. To complicate matters further, quality is measured across a number of variables, including technical components that contribute to the online experience.

How well have you organized media assets on your site, and are they easy to navigate? Have you optimized your website code and compressed files effectively to ensure they don’t create lag time? Are you working with a web acceleration partner? These considerations play into how your site performs and how consumers evaluate it. They require a website strategy that's carefully thought out and efficiently managed. Here are three tips for your site strategy: