In the modern business world, it is fairly obvious that the companies that succeed are those that can find a delicate balance between their virtual and real-world presence. In other words, having useful data available on the company's website that can provide quick answers and information while still maintaining availability for in person and phone consultation.
Interestingly, if business officials still had any shred of a doubt of the importance of an informative and easily-navigated website, a recent study published by the Missouri University of Science and Technology provides empirical evidence that shows how a functional web presence can attract more users for longer.
For example, according to the study, within two-tenths of a second of laying eyes on a website, a user will already have formed their initial impression. And in less than three seconds, the viewer will find items that confirm that first impression. Consequently, outdated and difficult-to-use websites have a very low potential for consumer engagement.
Even more interesting though is the fact that the study's participants spend almost as long looking at social utilities functions as the site's logo and navigation menus. Considering the weight assigned in this area of a website, a business has the opportunity to enhance consumer engagement by optimizing this area of their virtual presence.
One excellent way to do so is by deploying the services of a third-party answering service to supplement an attractive, usable site with live virtual assistance. By updating a current website with a chat function that links directly to a knowledgeable service representative, consumers will be drawn in by the social utility of interacting with a real person who can provide quality information.
Consequently, the user will likely spend more time interacting with a particular business' product or service, increasing the likelihood that a conversion will take place.