In the fast-paced digital landscape, capturing and retaining the attention of online audiences has become a challenge for brands. Recent data gathered by HubSpot reveals insight into the shifting dynamics of user engagement. Depending on the industry, customers typically spend anywhere from 44 seconds to 1.3 minutes per page on brand websites, in stark contrast to the impressive 20 minutes spent on live streaming video events. In this article, we delve into the nuances of this engagement dilemma and explore strategies for brands to navigate through the challenges it presents.
UNDERSTANDING TIME SPENT ON SITE
The era of rapid information consumption has created some issues for brands – while users have an abundance of choices at their fingertips, their attention spans are shrinking. With data showing that customers spend about one minute per page on brand websites supports the need for brands to make a lasting impression faster than ever.
The average time on page for all industries is 54 seconds, according to Contentsquare’s 2021 Digital Experience Benchmark report. While this is a decent benchmark to consider, there are many factors that affect what is good for a specific brand. Depending on the industry, type of website and content, and target audience, what is considered optimal varies. This is why it is critical for brands to understand what their target audience is looking for, the type of content they like, and more.
WHY WEBSITE ENGAGEMENT IS LOW
Let's dive into some of the reasons why time spent on site is overwhelmingly low within traditional website traffic, especially compared to time spent in live streams, which is an impressive 20x higher. From unengaging content to slow load times, there are some explanations to explore.
Content Overload
It's the age of information abundance and users are bombarded with an incredible amount of content. Because of this, users often make quick decisions when it comes to relevance and the value of a site. To combat content overload, brands need to prioritize creating impactful messaging and content that properly and uniquely communicates their value proposition. Brands only have a few seconds to capture attention, and one way to make that happen is by utilizing clear and compelling headlines, along with visually appealing design.
User Experience
Consumers are spoiled with the speed of content consumption. On social media, the next best thing is just a swipe away. On google search, the next option can be found in one click. That's why a seamless and user-friendly experience is essential for retaining visitors. Users often avoid slow-loading pages or sites with complicated navigation. Brands should invest in optimizing website performance to ensure fast load times. Intuitive navigation, easy information access, and a visually pleasing design contribute to a positive user experience. Conducting regular usability testing and gathering feedback can help identify and address potential pain points in the user journey.
Lack of Relevance
Relevance is critical to user engagement. If a website fails to address the specific needs and interests of its target audience, users are unlikely to invest more than a minute on it. Brands should conduct thorough market research to understand their audience's preferences, pain points, and interests. Tailoring content to meet these needs from the moment a user lands on the site increases the likelihood of prolonged engagement. Personalization strategies, such as targeted content and personalized user journeys, can further enhance relevance.
THE Rise of Live Streaming
So your time on site is low. There are some quick fixes, but incorporating live streaming is a solution that can solve these issues as well as enhance your digital marketing strategy long term. Let's explore a few reasons why live streaming is a solution for brands exploring and expanding in the world of eCommerce.
Real-Time Interaction
Live streaming provides a unique opportunity for brands to engage with their audience in real time. Whether it's a product launch, a Q&A session, or behind-the-scenes content, live events foster a sense of connection. Brands can encourage audience participation through live chats, surveys, quizzes, creating a dynamic and interactive experience that goes beyond the static nature of traditional website content. With the Video Commerce Platform ONLIVE.SITE, brands can engage, educate, and sell to their viewers all at once.
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Authenticity and Transparency
Live streaming allows brands to showcase authenticity and transparency in ways that pre-recorded content cannot match. Unscripted moments, genuine reactions, and behind-the-scenes glimpses contribute to a more authentic brand image. This transparency builds trust with the audience, as viewers appreciate the genuine and open feel of live events. Brands should leverage live streaming to humanize their image and connect with their audience on a personal level.
Entertainment Value
Whether it's the excitement of a live product reveal or the intrigue of a behind-the-scenes tour, these events captivate audiences and hold their attention for extended periods. Brands should focus on creating live content that not only informs but also entertains. Engaging narratives, visually appealing presentations, and interactive elements can transform live streaming into an enjoyable and memorable experience, encouraging viewers to stay tuned in for longer durations.
WEBSITE ENGAGEMENT SOLUTIONS
We've covered some of the core explanations of low site time as well as the benefits of live streaming. Here are some solutions to help your brand move forward to solve the issue while simultaneously enhancing engagement and interest with your customers.
Optimize Website Experience
Optimizing the website experience involves addressing technical aspects like page speed and navigation, but it also extends to the overall design and content strategy. Brands should create a visually appealing and easy-to-navigate website that guides users seamlessly through their journey. Incorporating engaging visuals, clear calls-to-action, and strategic placement of relevant content can contribute to a positive and immersive user experience.
It doesn't have to stop at traditional optimization. Live Chat Widgets, which float on a website and do not affect native speed and navigation. This Live Video Commerce tool allows consumers and sales or customer service agents to connect live, whether through a live video chat, scheduled calls, or call backs. Platforms, like ONLIVE.SITE, supply this cutting-edge technology to improve engagement levels,
Embrace Content VARIETY
To combat the current engagement issue, brands should diversify their content by incorporating multimedia elements. Videos, infographics, and animations add a dynamic layer to the user experience, making the content more engaging and shareable.
Brands are already embracing a new form of content variety, called Shoppable Video. With Shoppable Video, a Video Commerce tool that ONLIVE.SITE offers, brands take video content from their live stream events or even pre-recorded video to make snippets highlighting important moments, product launches, tutorials, and more. This ensures customers don't miss a beat and can engage with content and products in a new, preferred way.
These elements convey information quickly and creatively, capturing and maintaining the attention of visitors. Finding a strong balance between informative and visually stimulating content is key to holding the interest of the audience.
Explore Live Streaming
Integrating live streaming into the digital marketing strategy requires planning and execution. Brands should identify opportunities for live events that align with their goals and resonate with their audience. Some great examples of what live streaming is utilized for are product launches, live interviews, virtual tours, and interactive sessions. Promoting these events across various channels and creating anticipation and FOMO can help maximize attendance and engagement. Additionally, brands should leverage analytics to understand viewer behavior during live events and optimize future broadcasts based on audience feedback.
In fact, with ONLIVE.SITE, brands can use data and analytics features to get a detailed look into viewer behavior, including engagement metrics as well as sales funnel metrics. This allows for future event improvement and valuable consumer insight.
In conclusion, understanding user behavior and addressing these challenges can empower brands to create more meaningful connections with their audience. Balancing website optimization with the dynamic appeal of live streaming offers a comprehensive approach to navigating the evolving landscape of digital engagement.
UNLOCKING SUCCESS: SAIGU CASE STUDY
Companies like Saigu Cosmetics have already harnessed the potential of ONLIVE.SITE not only to increase the time visitors spend on their website but also boost leads, engagement, and conversions. Want to see the numbers for yourself? Dive into their case study to witness firsthand how video commerce can transform your digital strategy. Download it here.
In a world where attention is fleeting, crafting immersive online experiences through captivating videos is your key to unlocking engagement, building trust, and driving conversions. Embrace the power of video commerce and rewrite the rules of online interaction!
