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How to Increase Time on Site
We’ve already talked about how to calculate the time on site of visitors who buy.
Compared to your average visitor, those who buy spend a lot more time on your site (even when controlling for bounces and outliers).
This makes sense; people who are going to buy need to read the description, the reviews, see your return policy, and learn more about you.
The topic I want to tackle next is: How do we get visitors to stay longer?
Hi, I’m Rishi.
I want people to stay longer because, I believe, that is what their intention was when they entered.
If we asked people leaving: How long did you stay on our site today (a rough estimate is fine)?
You’d find that their reported time was a lot more than what they actually spent.
Here’s how to fix this:
Add a tab to the left of your site. It’ll look something like this (see New to Dyson? in the screenshot below):
It’s a floating tab that will stay in place as the user scrolls the page. It will also stay in place as they move from page to page.
When the user clicks it, a page will slide out on top of the page they are currently on.
There will be an x at the top right of this page, just in case New to Dyson? was clicked accidentally.
On this slide out page, we’ll use simple black text with white background. Our goal is to keep distractions to a minimum to maximize communication effectiveness.
An example of a pitch I’d use:
Vacuum cleaners are an investment, and when one is purchased, it’s expected to perform reliably for years.
At Dyson, we’ve been refining vacuum technology for over 30 years. We can’t summarize all we’ve learned in a few sentences, so stay a while and see why Dyson stands out.
Every Dyson model has been designed for a specific set of tasks. On individual product pages, you’ll find dozens of reviews. Read them to see what actual buyers are saying. Read more than 1 or 2 reviews. In surveys, buyers said they were happier with their purchase after reading 5 or more reviews.
In the reviews section, you’ll find a search bar. Here, you can type a keyword like quality or quiet to filter reviews:
Also, on the bottom right corner of your page, you’ll notice a chat prompt:
Don’t be shy to use it. Our pages are long, so it can be hard to find details. Chat is your shortcut. Our chat agents have spoken with 800,000 visitors in the last 12 months. Ask any question for a quick, to-the-point reply. FYI: visitors who use chat are more likely to find the Dyson they were looking for.
I feel obligated to mention one more thing. Dyson doesn’t make water filters or accessories for cars. Those aren’t things we’re good at. We focus on a short list of products we believe we can be the best in the world at.
There are only 24 hours in a day, so we might as well spend it on things we’re passionate about.
And finally, 30 years ago, we decided that instead of focusing on lowest prices, we’d focus instead on highest possible quality.
We’re damn confident about the products we sell. But if something you buy isn’t exactly what you thought it would be, return it in 30 days for a full refund.
{Continue}
When {Continue} is clicked, the overlay disappears, and the user is back on the page where they clicked the New to Dyson? floating tab.
In the example above, we showed just one version of the sales pitch. We actually have dozens of pitches. You’ll find them in the 9 Truths link at the bottom of this article.
Are You a Marketer?
I ask because only marketers could be interested in a super esoteric topic like getting visitors to stay longer.
If you are a marketer and liked this article, boy, do I have something fun for you.
Revealing It All
In our marketing lab 🥼, experimenting 🧪 for the last 15 years, we’ve discovered that one reason marketing campaigns fail is because they try to do too much.
Site visitors fall into 3 groups:
— Ready to buy
— Will never buy
— Interested, but need a little more convincing
The 3rd group has the biggest revenue potential.
Evidence Our Formula Works
This strategy mentioned above isn’t a theoretical framework. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. High-end cooking tools.
Does the sales pitch always need to be shown as a popup? Nope.
It can also convert cold Facebook ad traffic, improve mobile conversion rates, generate calls, optimize your most important landing page, etc.
It can even be used to improve your overall conversion rates.
Converting Interested, but Need a Little More Convincing Group (With Examples)
Explained in this👇🏼 Nine Truths article.
