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For an ecommerce site there are two positive actions possible by visitors: (1) They buy your product or service or (2) they engage, become part of your community and, if you do everything right, your brand ambassador.

Marketers can argue which of those two actions is more important: While monetary conversions are easy to translate into ROI, repeat visitors mean more reliable web presence and, in the long run, lower marketing budgets (those brand advocates build your brand for you!)

In reality, both actions are important for a business well-being. What's essential is to never overlap the two: You risk confusing the user and see no action at all. Here are three ways to engage your users without ever distracting them from making a purchase:

1. Tell your story.
People engage with people. We want to chat with other human beings, not brands. Search engines also favor recognizable experts behind big brands: The recently released Google rating guidelines mention that human reviewers need to be constantly checking the "About" page of every website they are rating in search results.

A personal brand behind your business is a huge win. And the first step to establishing that personal brand is a thorough "About" page.

2. Turn influencers into ambassadors.
The world is pretty small when it comes to niche marketing. Look around your industry: I am sure there are just a handful of people you see daily throughout your favorite blogs and social media feeds. You recognize their faces and you subconsciously trust the page you see them on.

3. Offer your readers an immediate and interesting action.
There are tons of possible actions a user can perform on your site, including the most obvious one like signing up for your newsletter, but very few of those actions provide instant feedback.

Source: entrepreneur

About LaraNet: We are a web design firm focused to help you to grow your business and communicate with your customers and prospects using two simple but powerful tools: 1) Interactive Website and 2) Internet Marketing Strategy on social networks like Facebook, YouTube, Twitter, LinkedIn, etc …
Whether you want to work with just a web page, or launch or improve your presence on Facebook, Google+, LinkedIn or communicate with your customers through newsletters, or improve the location of your business in the search engines through Search Engine Optimization, or start marketing your products or services online, in LaraNet we can help you.

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