8 Tips for Making Websites Stickier

We consistently see a strong correlation between customer experience ratings and important business outcomes, whether those outcomes are purchase intent, conversion, return visits (engagement) or some combination thereof. In support of the argument that engaging website visitors by creating more satisfactory experiences will deliver results to your organization, here's a compilation of recommendations on the most effective ways to make websites stickier:

1. Identify and respond to online visitor needs when developing websites and online functionality. Find out what consumers expect from their online experiences.
Make website navigation as simple as possible for all types of users. If your grandmother can surf it, anyone can.

2. Create an engaging experience. Consider the websites you visit most frequently: How do the mix of photos, graphics and other content help you to feel connected with that brand? Consider adding a feature that allows users to post their feedback, comments and read what other customers are saying.

3. Evaluate human behavioral patterns, including the ways that people navigate websites, how they tend to read from left to right and how their eyes gravitate to graphics positioned in the top left-hand corner of the page. Examine the characteristics and tendencies of your target audience.

4. Solicit and act on visitor feedback. Give people an opportunity to rate your website and web services. If your company hosts an informational site, use surveys, social media feedback, referrals and other means to determine what information matters most to customers and how they want it presented.

5. Create personalized, responsive online experiences. Like any other channel, websites should treat each customer differently. This includes the ability for sites to identify visitors from previous transactions to provide the type of information and service they’ve sought previously.

6. Avoid drastic website changes. Radical changes made to a site will often confuse visitors and make them reluctant to return.