5 Interactive Website Design Features to Boost Engagement
Getting visitors to your website is one thing—but keeping them there is something else entirely. In today’s competitive online environment, even if your website ranks highly and draws a steady stream of traffic, it’s no guarantee that those site visitors will become customers.
Websites that don’t immediately grab site visitors’ attention and keep them engaged are likely to fall off into the endless void that is the internet. Though there’s no substitute for quality content, interactive website features such as sharing buttons, videos and live chats provide the space for that content to shine. Additionally, businesses can leverage interactive elements such as quizzes to augment their digital marketing strategy and personalize their customers’ experience.
Incorporate these interactive elements into your website to boost engagement.
1. Color Schemes
Strictly technically speaking, your website’s color scheme isn’t actually an interactive feature. But it can augment your interactive features, boost engagement and increase conversions. And you don’t necessarily need to hire a web developer to “paint” your website.
Much like moths to a flame, people are drawn to colors—there’s a reason we don’t make movies in black and white anymore. Case and point, a 2020 study found that college students spent significantly less time on their phones when they changed the color scheme to grayscale.
The good news is that, if your business has a logo, you would likely already have gone through the process of selecting a color scheme that resonates with your customer base. Implementing that color scheme on your website will help to establish your brand with new customers and reinforce it with existing customers. But simply throwing your colors onto your website like buckets of paint onto a canvas can drive as many site visitors away as it can attract.
Making proper use of primary, secondary, and tertiary colors along with the right shades and fades can enhance the interactive elements on your website. For example, buttons that change from secondary colors to tertiary colors when site visitors hover over them indicate an interactive element on the website. Similarly, color grading interactive features such as stock footage and photos on your website to suit your color scheme further builds your brand’s identity.
2. Videos and Animations
If you’ve ever seen a Jurassic Park movie, you know to stay perfectly still when a tyrannosaurus rex approaches. That’s because motion attracts attention and while you might want to avoid the attention of a predatory prehistoric reptile, you certainly want to attract the gaze of your customers.
The fact that motion attracts attention has more to do with evolutionary biology and psychology than it does with website design and development but that doesn’t mean that we can’t apply what we know. In fact, user experience (UX) designers have been applying that knowledge to web pages, mobile apps, and even consumer electronics for decades.
Videos and animated elements naturally draw the attention of site visitors and, with the right content, that attention can lead to engagement and, ultimately, conversion. With increased bandwidth and greater server capacity, businesses can upload larger content files to their website without worrying about slowing them down. But video production and animation can still get costly.
That’s one of the many benefits of hiring a web development firm. Businesses can share the cost of video production or stock footage service subscriptions across the web development firm’s client base.
3. Quizzes, Surveys, Polls, and Forms
Pop quizzes weren’t very much fun in school but they can be an engaging interactive design element on your business’ website.
Much like motion attracting attention, online quizzes, polls, and surveys tap into a deep psychological need that we have for self-exploration and understanding. Quizzes help us to understand ourselves better while polls and surveys can give us insights into where we stand within our communities.
Businesses can leverage those psychological urges by adding interactive elements such as quizzes to their website. In addition to engaging site visitors, businesses can learn more about individual customers and tailor their user experience to provide better information and personalized suggestions.
Even so, site visitors and customers aren’t always comfortable with sharing their personal information, even if it is anonymized. Businesses can further incentivize their site visitors to engage with quizzes and forms by offering discounts or making exclusive offers once the quiz or form is completed.
4. Social Media Buttons
Over the last decade or so, social media applications have come to dominate the online world. According to Forbes, the average American spends approximately 1,300 hours scrolling through their various social media feeds each year. Apps like Facebook, TikTok, and Instagram have mastered the “attention economy”—and savvy businesses can leverage that success.
Including social media buttons on your business’ website allows you to create a more comprehensive online ecosystem for your brand and empowers your site visitors to share your business with their followers. Additionally, adding elements of your business’s social media to your website—such as your Instagram feed or mentions on Twitter—creates some of the same attention patterns that have made social media apps so addictive.
5. Frequently Asked Questions
There’s no surer way to lose a site visitor than to bury the information they’re looking for at the bottom of a random web page. For all of the fancy web design elements that content writers and UX designers will encourage businesses to have, there’s no beating a simple—albeit well-developed—FAQ feature.
FAQs can either be stand-alone pages or interactive elements incorporated into various web pages across a website. Some innovative website designs can even incorporate the same content of an FAQ into an interactive infographic that hides and reveals information based on user triggers such as hover states. Ultimately, whichever design you decide on for your website’s FAQ will depend on the nature of your business.
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Adding interactive elements to your website—even micro-interactions such as hover states, scrollbars, and notifications—will boost engagement and lead to higher conversion rates. Click here to learn what an office full of geeks can do for you.