Consumers spend more and more time online, yet they give that time to fewer and fewer websites.
Some 55% of people online use only two or three trusted sites for their content discovery and purchasing, according to research by digital agency Carat, which also found that 41% of people feel overwhelmed by the wealth of choices on the Web, making it hard for them to make purchase decisions.
The way consumers use the Web has also changed dramatically. We no longer book out some Internet time with a computer. Rather, we browse spontaneously while waiting for the bus, watching TV, and checking prices in-store—across an array of devices.
Marketers need to engage consumers where those consumers congregate online, but in a world of glimpses and instant gratification, getting customers to engage is harder than it has ever been. Yet, much of the buyer's journey is now done digitally, and engagement is likely to happen over several digital touchpoints.
Why are we trying to get them to engage? Because of the direct relationship between engagement and revenue: The longer a consumer spends time on your site—with the experiences you provide there and the messages you present—the more likely they are to enter the buying cycle and move to the checkout.
Engagement is all about the richness of the experience—visual impact and easy consumption, powerful images and intuitive design, a path that takes users where they want to go... even if they don't know it yet.
Keeping customers within a site and serving up the right content that engages them and makes purchase decisions easy is critical.
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