Social media engagement is crucial to your CPG marketing efforts, but it’s important not to forget about website engagement.
After all, most of your digital content lives on your website. How well that content resonates with your target audience makes a measurable difference to the success of your CPG branding and marketing efforts. Fortunately, there are several website engagement tools that can give you information you won’t get from Google Analytics, and that help you strengthen user engagement on your website.
Here are five powerful web engagement tools you should consider using in your 2021 CPG marketing efforts.
1. Live Chat
You probably encounter live chat frequently in your own web surfing, and maybe you have used it to get answers to questions that you haven’t been able to find in the content. The use of live chat is growing because it’s a convenient way to get answers fast.
Live chat can be a tremendous website engagement tool because it represents direct engagement with a site user in real-time. What’s more, live chat is becoming expected, particularly for customer support issues. There are several live chat tools you can choose from, such as Nextiva, which is customizable and has a friendly interface.
2. User Recording Software
Have you ever wondered exactly how your site users interact with your website pages? User recording software, like HotJar, shows you. This type of user recording software tracks exactly what consumers do on your pages, and you can save these recordings for later review.
This type of website engagement tool lets you know where site visitors disengage, what they read before they make a purchase, and how they react to things like the appearance of your live chat pop-up. They are terrific tools to help you understand the effectiveness of your CPG marketing campaigns.
3. A/B Testing Software
Split testing website content isn’t exactly exciting, but it does something important by helping you learn which elements and design choices your visitors prefer in your CPG branding campaigns. WebEngage is an alternative to traditional A/B testing because it provides a series of customer forms where they can provide input.
You can, for example, solicit input on your landing page, buttons, and other website elements. It can be more efficient than split testing for identifying specific problems with customer engagement during a CPG marketing campaign. 
4. User Engagement Software
Hello Bar lets you place a separate, non-scrolling bar at the top of a web page. However far a visitor scrolls, they’ll see the Hello Bar at the top of their screen. It can be used in any number of ways for visitor engagement and CPG marketing.
Some companies use it to encourage email subscribers, while others use it to attract social media followers. It can even be used to make social sharing easier, which not only indicates good website engagement but carries it over onto your social media properties too.
5. Easier Authentication for Gated Content
Sometimes you need to authenticate users before giving them access to gated content or other special features of your site. Yet, sometimes visitors see a pop-up asking them to create a login with a username and password.
This causes many users to bounce out. OneAll is software that lets users authenticate themselves through their Facebook or Twitter account, usually with a single click. People tend to be less put off by the option of one click to authenticate using their existing social media credentials than by having to generate a username and password.
Website engagement may not get the attention that social media engagement gets, but it’s equally as important. When you’re planning your web engagement strategy for 2021, consider implementing web engagement tools on your site to learn more than what traditional analytics can tell you about how your visitors use your website so that you can serve them better. Hangar12 is at the forefront of CPG marketing strategy and more. Subscribe to our blog to stay up-to-date with our latest insights.
Topics engagement