The list of ‘must-have’ website engagement tools is seemingly never-ending. How do you know which tools are right for you?
The answer lies in discovering which tools can help you win and maintain customer attention. In this article, we’ll identify the best tools for the job.
The following tools will help you attract customer attention on your website. Most importantly, they’ll help keep your audience engaged. Which will you choose to increase customer engagement?
Landing page builders help you create a page that’s designed to capture attention and incite customer action.
Whether it’s prompting customers to make a purchase or sign up for an email newsletter, these website engagement tools are more powerful than you think.
Unbounce is a popular example with a number of high profile users, but there are many different options depending on your goals.
For instance, if you’re hosting a competition or a giveaway, KickoffLabs is a fantastic example.
Hubspot's website builder comes with a huge marketplace too, meaning you'll be able to get started with a great template fast.
With so many website engagement tools available for creating great content, this subject could fill an article of it’s own. For this discussion, we’ll look at two types of tools: content discovery and content creation.
Content discovery tools enable you to analyse current trends to make sure your marketing output is up to date.
An example of this kind of tool is Content Studio, which allows you to discover, plan, and publish content for an affordable monthly price.
A content creation tool, on the other hand, is a tool that enables you to create a whole host of articles, graphics, and assets that you can use to win customer attention.
Our current favourite is Venngage, a free tool that enables anyone to make attractive infographics that’ll turn customers' heads.
Push notifications are a type of opt-in pop-up message that will appear within a customer’s browser. As with all kinds of pop-ups, push notifications have been known to split opinion.
Nevertheless, push notifications’ power as a website engagement tool has been proven time and again. For instance, for customers who opt in, push notifications have an opening rate of 90%!
To make sure you’re getting the best from your push notifications, opt for a service like One Signal. Not only can you design a personalised campaign, but you can also analyse your results. From there you can adjust accordingly and achieve maximum impact.
Like push notifications, exit intent overlays are another kind of pop-up notification. These appear when a customer moves their cursor away from a website and towards the address bar - expressing their ‘intent’ to leave.
To tempt customers into staying onsite, an eye-catching overlay will appear on screen, usually trying to win the customer back with a discount or a sale. Overlays are also used on ecommerce sites to reduce shopping cart abandonment.
Whatever your industry, exit intent overlays have been proven highly effective. When it comes to finding the right overlay for you, make sure you go with a tool that provides methods of testing and analysing its effectiveness.
A great example of this kind of tool would be OptinMonster, which comes with a huge array of analytical insights.
Much like exit intent overlays, smart bars are a website engagement tool that’s focussed on conversion optimisation.
The idea is simple enough: when browsing a website, the customer is presented with a banner or bar at the top of the screen, usually advertising a special discount or an exciting update.
This bar will move and adapt to the customers’ scroll depth, ensuring that the bar’s message is always in view.
For a great example, check out Sitekit. It allows you to create fantastic smart bars and pop-ups for free, with advanced features available at an affordable price.
One of the simplest yet most effective website engagement tools you can offer is the online survey.
Interactive website elements like this are a great way to win customer attention. By inviting your customers to share their thoughts and insights, you can foster a greater sense of connection with your audience, while also seeking valuable feedback.
SmartSurvey is a great example of this kind of tool. With a free basic package and several premium options available, creating interactive content is a breeze.
While offering free tools can be a great way to spread awareness about your site, this website engagement tactic does take time and resources.
However, there’s a good reason companies like Hunter have produced a free tool: they help draw potential customers in. Take Hunter’s free email address search engine for example. It's called Email Verifier, and it's definitely worth checking out.
Basically, this tool allows you to verify the validity of any professional email address in seconds. It ultimately increases deliverability and reduces email bounce rate.
But this tool also helps Hunter draw in new customers too. How?
Firstly, potential customers get a chance to test their services without a hard sell.
Then, once customers have tested the product, they are far more likely to purchase one of their premium packages.
While the above example might seem out of reach for smaller businesses, even simple website tools can help engage your customers. You just have to get creative.
For example, accountants can offer tools like budget calculators. Clothing retailers can offer interactive quizzes to help customers find new styles. So, take a little time to think it over. What free tool might you be able to offer?
To make sure your website is as engaging as possible, you need to examine where your strategies are going right and wrong. The best way to do this is by analysing your website’s data. The below tools can help you get started.
Website analytics software is one of the most useful website engagement tools to have in your arsenal.
By enabling you to measure a variety of metrics such as bounce rate and session duration, you can analyse your traffic to see how well you maintain customer attention.
Google Analytics is undoubtedly the most widely used free analytics package. However, more sophisticated tools are available depending on your needs.
For example, if your business specialises in SaaS, tools like Mixpanel are a great option. It allows you to examine real time insights from customers using your product.
Another fantastic choice is Datapine - their interactive business intelligence dashboards can enable you to make data-driven decisions at any place and any time.
When it comes to measuring the effectiveness of customer attention rates, A/B testing software is a must have website engagement tool.
By comparing two versions of a webpage, you can determine which is the most successful at inciting engagement.
Google Optimize is another fantastic example of Google’s free tools and services.
However, to run smarter tests on your website, Convertize is a great alternative. Alongside it’s A/B testing capabilities, it offers some excellent user experience tools too.
User recording software captures the actions that customers take on your website. By recording customer clicks and cursor movements, you can then review the footage to analyse and improve your user experience.
It can help make your site all the more engaging in the long run. For instance, it can easily help you identify pain points in the customer journey, as well as the most popular parts of your site.
The best example of this kind of website engagement tool is Hotjar. Alongside user recording, it also offers feedback tools and heatmaps for a very affordable price.
Chatbots have come a long way since their early days. Now available as AI virtual agents, these website engagement tools are a low cost way to offer lightning fast answers to common customer service queries.
Fast problem resolution at an affordable price is obviously a great reason to start using chatbots. However, chatbots are also a fantastic tool for winning customer attention and keeping customers engaged.
There are many brands who now use chatbots to not only inform customers, but to entertain them too. Some chatbots have even garnered national press attention!
Take a look at these ecommerce chatbot examples to see how you can provide a customer service tool that’s as entertaining as it is helpful.
At a customer satisfaction rate of 73%, research shows that live chat is the most popular customer service channel. The reasons why are simple.
Live chat enables businesses to provide sterling customer service in real time, helping to ease customer tension with efficient problem solving.
It’s a great website engagement tool for increasing customer engagement, too. For some businesses, switching to live chat has meant a 500% increase in chat interactions!
Offered in conjunction with live chat, cobrowsing is a fantastic way to offer your customers the highest level of customer support.
By sharing screens with customers, contact agents can guide visitors through websites while answering any questions in real time. It means that online customers get the same level of support they could expect in person.
Often used in conjunction with live chat, organisations are now using video chat to engage with their online customers face-to-face.
While this has the benefit of improving customer relationships, it’s also an engagement platform that can really set you apart from your competitors.
Video can be a great tool for attracting and maintaining customer attention. Which of the following could you use to increase customer engagement?
You only need to take a look at your social media feed to see the popularity of video marketing. It’s an incredibly effective website engagement tool.
In fact, 84% of customers said that they’d been convinced to buy a product after watching a brand’s marketing video.
If you’re considering using video marketing but don’t want to hire a production company, Renderforest is a great option. By offering toolkits for a variety of video styles, you can create professional videos that’ll easily attract customer attention.
Like mini video tutorials, explainer videos are often used to market products and services that require a little more explanation. They are particularly useful for SaaS companies who not only need to attract customers, but educate them on their products, too.
What’s more, explainer videos can be used to further educate customers post-purchase. Some companies will even package these additional videos as free mini courses. It’s a great way to provide added value while maintaining customer engagement.
For animated explainer videos, Wideo is a great option to consider. With hundreds of templates to choose from, this website engagement tool can help you educate your customers while keeping production costs low.
Social media is great for customer engagement, but there are smarter ways to win customer attention outside of the native platforms. Check out the below tools to make the most of what social media has to offer.
Not every organisation has the resources to hire a permanent social media manager. That’s where social media management tools come in.
As a website engagement tool, social media management comes in many shapes and sizes. For instance, if all you need is a scheduling app, there are plenty of free options available. Take Buffer, for example.
However, if you want help with creating content as well as scheduling, tools like Loomly are a great alternative. By keeping you up to date on the latest trends and best practices, Loomly ensures you’ll never run out of inspiration.
Social listening tools are a particularly useful website engagement tool for companies building a customer facing brand.
Whether a customer has taken to social media to compliment your product or complain about it, you want to make sure you’re ready to respond. Social listening tools help you do just that.
These tools can help you win attention even when your customers aren’t on site. Try out the following ideas to maximise your customer engagement.
Email is still one of the most powerful website engagement tools on offer. In fact, research from McKinsey & Company suggests it’s up to 40 times more effective than engaging customers via social media!
While there are many well-known email marketing tools at your disposal, Omnisend is one of the best free options available.
With up to 15,000 emails a month and a drag and drop functionality, you could be putting your email list to good use within a day.
One website engagement tool that is particularly useful for ecommerce is retargeting ad campaigns.
Retargeting ads use your customers data to advertise products and services that they’ve previously shown an interest in.
Retargeter is a great example of this kind of tool. As their research suggests, only 2% of online traffic leads to a conversion on the customers’ first visit.
By using a retargeting tool, you can ensure you’re reaching the 98% that don’t convert straight away.
In truth, the hardest part about SMS marketing is getting customers to sign up for notifications in the first place.
However, once customers have opted in, you can use tools like SimpleTexting to deliver a high-speed message to your customers’ most commonly used device. It’s an easy win for customer engagement.
While each of the website engagement tools we’ve mentioned will help you win more customer attention, always remember that your customers value great products and fantastic customer service the most.
No matter what tools you use, if these two factors aren’t at the top of your agenda, you’ll never keep customers engaged for the long run.
Keep this in mind, and the above tools will work even more effectively for your business.
Which is your favourite engagement tool, and how will you use it to win customer attention?
Discover use cases, implementation tips, and ROI for video chat as a contact channel
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