Conversation with your users? Isn’t that what Facebook and Twitter are for? You’re doing everything short of inviting them over for dinner and now you’re supposed to continue conversing with them on your website, too?
Continuing the Conversation in Your House
Facebook, Twitter, and the other 27 social media platforms are fine for interacting with your users. You need, however, to continue that conversation on your home turf. A place you, not Mark Zuckerberg, owns. Your website. Where you have a lot more control and have so many more ways of interacting with your users.
Is Your Site Brochureware?
Despite having more options of interacting with users than social media, most websites are one-way conversations. Many sites are simply lots of information just sitting there. It’s like having a bunch of printed brochures and annual reports laying around. Not that there’s anything wrong with that information. The problem is when that is all you have on your site.
Your Site Is a Monologue If You Are Not Doing the Following:
- Paying attention to your analytics. Users are communicating by clicking around your site. Are you listening? What blog entries get the most traffic? Which sections are the most popular? What pages are just gathering digital dust? That Google analytics code is not there for decoration. It can be incredibly useful information but you have to actually look at it.
- Figuring out what users are willing to give their contact info for. Newsletters? Blog subscriptions? E-books? What they choose is telling. More importantly, those users are another level above mere clickers. They aren’t someone that’s just smiled at you. They’ve given you their number. Step up the relationship.
- Creating tailored drip email campaigns. Reach out to the above users who gave you their contact information with content and offers tailored to them. Don’t treat everyone the same. The user who signs up for your super deluxe package should not get the same message as the user who never responded to your welcome email. Good customer relationship software that can integrate with your email program will automatically help you keep track of this.
- Using Forums/Message boards. If someone emails you a question, 157 others probably have the same one. Answer it publicly in a forum so everyone can see it and search on it.
- Asking for feedback. When users leave your site, are they leaving because they got everything they needed? Or was it such a horrible experience that they are leaving so they can tell all their Facebook buddies about it? Google analytics won’t help you here. You need to ask. So show an automated pop-up like the one above. Our free e-book goes into more detail about it.
- Literally reaching out with live chat. What better way to have a conversation on your site than to chat live with your users? Don’t just offer it as an option, reach out proactively where it organically make sense. For example, if they have tried more than two searches and gotten zero results. Got more questions? Let’s chat.
Photo courtesy mikegwaltney.net