3 Tips for Increasing Site Engagement and Conversion
3. Optimize your site for the highest performance. Site optimization encompasses many factors, from page layout to navigation architecture. But once again, sticking to the technical side of the equation, retailers will find specific tactics that support even the best designed websites. Retailers want consumers to focus on their content rather than wondering why a picture takes so long to load or why the site is popping up an error message on their smartphone.
Consider instituting regular health checks to ensure that your site is tuned for performance across all devices. Your IT team should set up specific checkpoints around the following three factors:
- Code: Several tricks can help you streamline your site code. You can speed up page delivery, for example, by combining scripts and style sheets, splitting objects across different domains, and optimizing your site's search function. Page performance impacts not only the consumer experience, but also your search engine optimization rankings.
- Mobility: A new mobile device arrives on the market virtually every day, which means you need to support an array of hardware, software and internet connection requirements. Optimize your site for the mobile space by testing it across the wide range of devices and operating systems available.
Do a regular health check on your site with your IT team to make sure it’s running at top performance. If you don’t have the resources internally, consider hiring an outside expert to help you save time, frustration and money.
The End Result
A high-quality web experience is a reflection of a retailer's brand. An engaging, easy-to-navigate site can convert an interested public into paying customers, while communicating that you're equally accessible and attractive. A retailer's approach to incorporating rich media elements and delivering a high-performance site efficiently and cost effectively are every bit as important as your design approach.
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