We all know they exist ? those users who silently wonder onto our pages, stay around for a while and then disappear. And we would also like to know what's going on in their heads ? if we can make them stay, then perhaps we can make thousands of other like them stay, too. So what does it take to turn those web phantoms into returning, and possibly paying, visitors?
Luckily we live in a world where there's something like Web 2.0 ? a collection of technologies and trends that enable us to get the most out of our websites and our visitors. But let's take a closer look at how we can utilize these applications as well as other aspects of the website to ensure that those who happen onto our pages by chance keep coming back.
Content
They say ?Content is King?, and indeed it is. The information age is far from over ? in fact it is just entering adolescence. And when you keep in mind that all your website visitors are there for a reason, information, then it makes sense to ensure that you give them what they want. However there are some tips when it comes to the distribution of information that could help you increase your hit rate:
Keep it Free ? just like in the real world, web users simply love things that are free, even if they don't really need it. And the same applies to information, especially if they would have to pay for it elsewhere.
Abundance is the Key ? having abundant resources, both on-site and off-site will quickly establish you as a leading authority within the industry. This promotes your credibility and will ensure that you gain your visitors? trust ? perhaps the most valuable commodity on the internet today.
Usability
The rule here is simple: you can have a map on your website revealing the location of the Elixir of Eternal Life, but if people can't find it you might as well do away with it. The average web user is an impatient creature and will appreciate it when all the information is available at the touch of a button. Provide links to all the user-important pages and make your site intuitively navigable.
User Participation
This forms part of the core of the Web 2.0 definition: allowing your visitors to interact with your website. Done right, it will enable them to guide you with regards to the kind of content they wish to see, thereby ensuring that your website becomes or remains an authoritative entity on the internet. Think in terms of:
?Polls
?Comments
?Blogs
?Newsletter subscriptions
?Competitions
?Etc.
To summarize, it becomes evident that a website should be created with the interest of the end-user in mind. Ensuring that content is always relevant and up-to-date and allowing your users to provide valuable input will ensure that even those phantom-visitors come back for more when the need arises.
