Customer engagement is more important than traffic.
Counting the visitors coming to your musical instrument and equipment manufacturers website is not the only measure of success—the most important consideration is the level of engagement. Online engagement is simply the ability to hold an individual’s attention. This focus of attention will lead the visitor to participate more deeply in your website—whether watching an entire Oz Noy funk jam or requesting more information on a Custom Shop Tele or buying a set of maple drumsticks. Higher levels of engagement will create new relationships and strengthen existing ones—ultimately leading to more sales.
It should be obvious that one of the unique strengths of the internet is the ability to interact—yet the vast majority of websites are static and lifeless. Interactive elements will not only pull more people into your site—they will motivate your visitors to a deeper experience. Elements like animated text, instructional videos, interactive infographics and pop quizzes are just some of the building blocks that can transform your music site from a graveyard to an entertaining experience.
Design for Your Audience
The most basic, yet often overlooked, means of more fully engaging visitors is the design. It’s critical to step back from your own design and taste preferences to understand your target audience. How old are they? Are they male or female? What bands do they listen to? Once you understand who you’re talking to, then you can start to develop an online graphic identity. Colors, fonts, style of graphics and layout structure are the elements that create this music brand persona.
Great graphic design is only half the task of creating a thriving music brand website; you also need compelling copy. Whether selling new guitar pedals or describing an emerging artist, the quality of your copy will influence the level of visitor enthusiasm. Hiring an excellent copywriter should be part of the investment in your online efforts. Web copy needs to be concise. The content needs to be relevant and informative. Avoid clichés, and be sure to use a proofreader. Typos and grammatical errors will take away from your credibility.
Understand and Review Metrics
The more time you spend reviewing metrics, the better your chance of improving engagement and conversion. This is the most efficient way to understand your visitors’ behavior. Unfortunately, according to Emerce, 61% of businesses do fewer than five tests per month.
You may feel overwhelmed by all the information available from web analytics systems, but here are a few of the primary terms that will help you understand the effectiveness of your music manufacturers website.
- Sessions shows the full number of people that come to your site. It could be the same person visiting several times.
- Unique visitors is a more nuanced number; it shows the number of different people coming to your site, usually in one day.
- Bounce rate indicates the number of people, who upon arriving at your site, immediately leave.
- And most importantly, conversion rate, which is when your customer undertakes a desired action.
With this information, you can continuously update and improve the effectiveness of your site, motivating users to engage and not simply scroll.