Whether you’re a news publication, a travel blogger, or a digital advertising platform, being aware of what drives or deters readers on your site is a marketing skill essential to any successful business. While we all can intuitively differentiate websites that speak to us from their not-so-pleasing counterparts, it’s not so easy to pinpoint the features that make or break a good site.
Of all the features that clue us into whether a website is good or not, reader engagement is a significant contributing factor. A good website, then, can be roughly defined as one that keeps readers engaged. And, of course, it’s important to remember that the number one reason that customers don’t engage is irrelevant content.
While there are a few different strategies to improve your engagement rates, one of the most important is to ensure your website content is interactive. Interactive content maximizes reader engagement by ensuring that your reader isn’t just visually engaged, but that they’re also physically engaged using their keyboard or mouse.
In this blog, I’ll cover seven of my favorite strategies for making your web content interactive.
Ask for Ratings
Asking your audience for feedback, whether through ratings or comments, is a great first step in driving user interaction. While many sites are already doing this, some methods are more effective than others.
The typical pop-ups that ask for ratings can easily come across as annoying, disrupting what should be a seamless user experience on your website. To make the rating question less intrusive, you can experiment with placing it at the end of your content pieces rather than as a pop-up. You can also use emoticons rather than the typical 5-star ratings; since emoticons have become a standard part of our everyday digital language, users tend to perceive them as entertaining rather than annoying.
Incentivize with Gamification and Rewards
Gamification is the incorporation of gaming elements, such as points or levels, into non-game contexts. Gamifying your articles and blog posts encourages users to interact with your site by giving them an incentive to engage. In addition to generating user comments with calls to action, you can also get users to comment by providing rewards. Once users get points or coupons for commenting on articles, they’re motivated to read and comment even further.
Just as leaderboards have proven effective in games, they’re also a useful tool for your site. Publishing a ranking that highlights top commenters and ranks users with high rewards is an effective way for getting users to interact with your site on a regular basis. Giving users badges for obtaining a certain commenter status is also effective, as it’s the equivalent of incentivizing users to reach a higher level in a game. TripAdvisor is a great example of a site that effectively uses appropriately themed badges, offering users Passport badges for reviewing places in multiple countries and Explorer badges for being one of the first to review an attraction or location.
Incorporate Quizzes, Polls, and Stories
In addition to gamifying your site itself, Go to the full article.