In the world of web marketing, the term “engagement” refers to how your visitors to your website interact and respond to your membership website and your other online materials.
There are a number of variables that make up levels of engagement.
How long a user is spending on your membership website
Where your users are going on your website
How many and which pages your users look at
How quickly your users leave your membership website
These are just a few factors of many which will tell you what you need to know about the level of your membership website’s level of engagement with your users.
The issue that many membership organisations find is that once they have gathered metrics and user data from their website, they are finding that their membership website isn’t engaging their members enough.
If your membership website isn’t engaging your membership you will notice a direct effect on the number of members signing up to your organisation’s events, making purchases from your shops, creating conversations in members forums and even joining your organisation.
If this all sounds like a familiar experience here are a few simple tips to help you to begin boosting user engagement on your membership website.
Consistently creating quality content on your membership website is one of the most successful ways to engage your membership. Almost all industries are undergoing constant changes, from science to engineering, from education to healthcare. What all these changing industries have in common is that members of dedicated organisations want to know what new developments are at the forefront of their industry and how they utilised. This provides you with excellent opportunities to create membership website content to get discussions started and to keep your members informed with changes in their industry.
A picture speaks a thousand words, and this is especially true for membership websites. If your membership consists of busy industry professionals then it is very likely that they spend most of their time on the go. If this is especially true for your organisation then infographics may offer the solution to help you engage with your members. An infographic is a visual representation of data into the form of a graphic. Infographics are particularly favoured by membership organisations as it allows information to be presented in a more digestible and are more appealing to engage with.
Nothing drives member engagement quite like a quiz. Quizzes give members the opportunity to test their knowledge and find out something about themselves in a way that is quick and convenient from their mobile devices. Quizzes can be easy to make and add to your membership website, and from here your members can share and compare their results which sparks engagement and conversation.
Using a live chat function on your membership website can help your organisation to engage directly with your site visitors. Live chat is a great way for you to gather information about your members on a one-on-one basis as it allows you to talk “face-to-face” with them. Live chat also gives your members the feel of a personal service which is excellent for them if they are contacting you with an issue that needs resolving.
Email has become a classic method of member engagement, and with good reason. If you aren’t entirely certain as to what your members are looking for, email gives you the option to ask them yourself. As you will no doubt know from your own work in the membership industry, everyone likes to discuss their opinion and feel like their voice is being heard. Email gives you the opportunity to contact directly with your membership and get their direct feedback on your service and areas where you can improve. Not only that, but email is also a great way of keeping your membership up-to-date with your new features and services, booting overall engagement with your membership.
If you are looking for more ways to maximise your user engagement, why not read our membership websites page or take a look at our blog article 5 Ways to Boost Member Engagement Through Web Design.