Developing an Interactive and Engaging Website

Author: Rachel Durkan Category: Branding, B2B, B2C, E-commerce & Retail, Marketing, Nonprofit, Web Design Date: February 19, 2016

What is an Interactive Website?

An interactive website is any website that allows users to go beyond simply reading text and viewing images.

Some examples of making a website interactive are site that…

• Allow the viewer to alter the way in which the website displays
• Allow the user to play games
• Allow the visitor to achieve various tasks (conversions)

What is an Engaging Website?

A website that delivers a positive user experience. A positive user experience is create when a website can not only attract visitors but also retain visitors, which minimizes the site’s bounce rate. Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. The more engaging a website is…the lower the bounce rate.

Steps to Creating an Interactive and Engaging Website:

1. Design for the user

Before you begin the design process you need to think of the big picture. Who is going to come to the site? In this case, less is more – minimize the users’ efforts. The more complex a website is, the harder and more time it takes for the users to find the information they are looking for. You only have 7 seconds to grab a visitor’s/user’s attention. When designing your website, it is important to strategize the site navigation structure and design to appeal to your target market.

How do you design for the targeted user(s)?

• Are they browsing? Searching? Gaming? Watching videos? Trying to complete a task? Looking for specific content? –  Make sure that the user’s needs are always met
• Listen and absorb
  • Identify and document your site visitors’ wishes
  • What are they looking for when coming to the site that is not already available to them?
  • Explore the competition
  • Are there any innovators that you can learn from?
  • Have they made any mistakes that you want to avoid?

2. Create a Design Experience

What feeling/message should the site visitor get when coming to your site? The tone/feeling of your site is communicated through the use of imagery and color. Be sure the colors of your site not only match your industry but communicate with your target market who you are as a brand.

3. Leverage Conversion Tools

What is a conversion tool? This is when someone comes to a site and performs a specified action. Some examples of conversion tools are…

• Fill out a form
• Register for an event
• Follow the blog
• Follow on social media
• Sign up for the newsletter

It takes 7 to 9 of these conversions or “touches” to reach your target audience. These conversion tools should fit with your marketing goals of the website. These tools must fit into the design experience of your site. Focus on the use of color and placement within your site to push the visitor’s eye toward the conversion tool. Be sure to track the efforts of your conversion tools through tracking analytics such as Google Analytics.