Home » Blog » 7 Tips for a More Engaging Website

7 Tips for a More Engaging Website

Posted by Jacob Creech on August 5th, 2011

 
There is a lot of psychology in making a great website, and not many web designers or developers with a huge amount of knowledge about psychology. Luckily there a number of experts in the field that are happy to disseminate their knowledge to help the rest of us better understand our users.

One of these experts is Dr. Susan Weinschenk from Human Factors International who recently put together a great video on Persuasion, Emotion and Trust in User Experience, and 7 Tips for a More Engaging Website. It’s well worth a watch – here’s the video:

Did you catch all that? Quite a lot of useful information there, so we’ve written a bit of a summary for you below, along with some of our own real life examples:

How to make a More Engaging Website

1) If people have too many choices they won’t choose at all

This stands to reason; if you have too many choices, it makes it incredibly difficult to make up your mind which one is best for you, and with so many different options you may feel like you are giving something up by using one instead of another. With so many options the choice isn’t clear.

I’ve recently been suffering from this issue myself – I’ve been looking for a new camera bag, but looking on a site like Amazon or eBay presents thousands of different choices.

Camera Bags on Amazon

270,000+ choices. Yay!

I suppose is one of their strong points, but the results could certainly be better curated – to give you less options with the requirements you are looking for – for example that fits a camera body and two lenses – so the decision isn’t so overwhelming. I’ve actually been putting off my purchase for weeks now because I just can’t make up my mind.

Contrast this with Apple who has a small product line which makes your purchase decision much easier. Want a 15″ laptop? 2 choices. Want a 17″ laptop? One choice. Some people may see this as a weak point, but the truth is when making your decision the choice is very clear and you are far more likely to make a decision.

2) People need Social Validation

Sheep - Social Validation

Social Validation. Photo by Joost IJmuiden

When people are uncertain they’ll look to others to decide what to do. I’m sure you’ve all had this experience before, and I see examples almost every day – especially when people aren’t sure what to do, where to line up, who to ask or other similar situations.

The same is true in the online world; people are always looking to see what others have to say about a site, service or product. If you can provide some sort of social validation around your site, then you will build trust and give people some social validation. All this leads to higher conversions, and a better experience for you and your users.

3) Scarcity makes people want to buy

Scarcity

There are lots of different deal websites that use this concept. We have a very popular one here in New Zealand called Grabaseat the features daily flight and accommodation deals from all around the country.

The idea is (and apparently it’s been proven by psychologists) that when there is less of something available it seems to be more valuable. If you run a special for one day only, or have only a limited amount of something available people will feel more inclined to buy.

Of course, depending on the goals of your site you could do this in other ways as well. I’ve seen many webinars limiting the amount of ‘seats’ available to drive up demand, email newsletters available for one day only and lots of other ways to create scarcity. See what works for you.

4) Use food, sex or danger to attract peoples’ interest

Interested?

Interested? Photo by VeganFest

This one is obviously pretty dependent on your audience, but the idea is that using these kind of images can draw people to your site and (temporarily at least) capture your attention.

One online marketing campaign that did very well using these principles was Old Spice. Their series of videos captured a huge audience – and along with the way they made the campaign interactive, it was a huge boon for the brand.

5) Use the power of faces

The power of faces

The power of faces. Photo by tommerton2010.

Unsurprisingly perhaps, humans tend to react to human faces. By having faces on your site, people tend to spend more time looking at and understanding your site, and apparently the faces in particular.

I find this point quite interesting, especially when they say you should get ‘the faces’ to look directly at the camera. In this post over at Usable World they talk about the results of their eye tracking experiments that showed users look where the faces are looking – so I thought that getting the faces to look at your calls to action would be a great idea.

Either way you might find using faces on your site will create more engagement.

6) People process information better as stories

People process information better as stories

People process information better as stories. Photo by 50 Watts

They kind of gloss over this in the video, but I think it’s a very interesting point. I know when I’m reading blog posts the ones that pull me in are the ones that have a good, personal hook, that tell a story.

Of course, applying that to your website could be pretty difficult, but telling even a little about the story of your site could be a good start.

7) Build commitment over time

Commitment

Commitment

As they say in the video, you can start with a small amount of commitment with your users (like asking them to subscribe to your RSS feed, Twitter feed or Facebook page) and build from there.

By taking your time and not rushing people they will slowly but surely feel more loyalty to your site, service or product.

I’m sure you all have your own experiences of a whole range of services building up a loyal following in this way. It’s tried and tested, and a great way to build more engagement.

Conclusion

Hopefully this have given you some good ideas on how to make your own site or service more engaging.

Obviously some of these points would be harder to implement on some sites than others, but there is sure to be a point or two that will work for you.

If you’ve got your own tips for how to make a more engaging site, we’d love to hear them as well. What has your experience taught you? Do you have any good examples of sites that are doing a great job at engagement?

While you’re here, we’d also be much obliged if you did subscribe to our RSS feed, and if you enjoyed the post, we’d love it if you Tweeted it as well (see what we did there?).

Thanks very much for dropping by!

Related Posts:

  • dun

    Common sense, and all the more valuable, recommendations.

  • http://www.seocore.com.br/impacto-design-seo-w3c-html5-seo-core/ O Impacto do Design em SEO, W3C, HTML5 – SEO Core Ep 6 | SEO Core

    [...] 7 dicas para um site mais engajado (com o video legal) [...]

  • http://www.htmlcut.com/blog/designing-effective-websites-80-articles.html Designing Effective Websites – 80 Articles Summer 2011 – PSD to HTML Blog

    [...] 7 Tips for a More Engaging Website http://www.intuitionhq.com/blog2011/08/how-to-make-your-website-more-engaging/ by Jacob Creech: “Too many choices lead to no choice; People need Social Validation; Scarcity [...]

  • http://www.the-triumph.com Web Design Company Mumbai

    Thanks for the Tips.

  • http://www.elantechnologies.com/services/mobile-apps/android-application-development/ Android Development

    Good tips for make website more engaging. Proper navigation, site loading time, neat-n-clean layout are good usability.

  • http://www.facebook.com/pushpinder.brar.961 Pushpinder Brar

    i loved the video. the content is fantastic but the sketches and mode of delivery was so cute and attractive. very creative and attention grabbing

  • http://designhouseagency.com/ Liz

    Wonderful information! Thank you. I will be sharing with the fans and followers of Design House.