Three Creative Ways To Increase Social Interaction On Your Website

User experience can play a significant role in determining a website’s success. In fact, 88 percent of online consumers are less likely to return to a website after a bad experience. So, how can user experience be improved on a website? Users should more connected to the site through social interaction.

Contact forms, email links and traditional forums provided basic elements of social interaction in the past. Now, with the increase of social media, users are looking for more personalized ways to connect with businesses through their websites and with other users. Several techniques can be used to incorporate more social interaction on your website. Here are some suggestions:

Utilize creative content and blogs

Content is one of the most important features on a website. Not only does it help users find the site through search engines, it plays a significant role in keeping them interested in the pages. Content can be found in the form of website text, photos and captions, videos and even blog posts. Utilizing these various platforms can promote more social interaction on your website.

Blogs are a unique form of content because they can be updated much more frequently than website pages. Some blogs may be updated monthly, weekly or even daily, depending on the company. Blogs can be a place for businesses to genuinely connect with customers and clients through interesting content and stimulating images. Knowing your audience is the first step in making an impression on them.

These online journals often are less formal than traditional website pages and can feature more up-to-date content relative to your business, industry or field. Blogs could be a way to educate readers, but also a platform to initiate a conversation. Users will be able to read and share content on social media, making them more involved all while spreading your brand. Try using questions or polls to get readers active in a discussion.

Providing a comment section on blog posts lets businesses get a sample of what readers may be thinking with an easy avenue for responses. For example, if a home goods retailer includes a post about new design trends, customers may provide insight into what products they would like to see offered. This type of interaction could be effective for growing your business and customer loyalty.

Build an online community

Businesses often focus on building an online audience, but more effort should be put into building an online community. Users tend to be more involved and more social if there is a sense of collectiveness, rather than a one-way form of communication. Having users register on a website could be an easy way to get them more involved.

Website registration can be cumbersome for some users, but the process can be simple. It works best if users know why registering and providing their email is beneficial. Clothing retailer ModCloth provides those who register with personalized recommendations and allows them access to blogs where they can connect with the company and other users. The site also includes a personalized style gallery where customers can showcase their unique fashion with the company’s goods.

This builds a unique sense of community, rather than just an online forum. Users who register with the site can feel more connected to the brand, learn more about company products from former customers, review products and connect with other users. Additionally, this could simplify the checkout process for customers, combining practicality with fun.

Website registration also could lead to creative email marketing, which could foster another form of social interaction. Sending users emails about new blog posts, new products or information in the form of a newsletter could help to keep them involved in the online community. This brief contact could give them incentive to return to your website.

Add engaging promotions and stimulants

Varying the content on your website is another way to increase social interaction and create a better user experience. Instead of having only text paragraphs throughout the pages, businesses should consider other ways to stimulate website visitors. One creative technique is through gamification, or the use of game-design elements.

Adding game-design elements to a website is a widely used marketing technique for user engagement. This can be done through games, trivia questions, puzzles and other interactive elements that keep users on a website page. Quizzes relating to your industry or business also could increase user interaction with your website and give users something to share on social media.

These games can be used as a way to market your business or new products while keeping users active. For example, national chain Potbelly Sandwich Shop launched a “Mac and Cheese Name Generator,” a game to promote its new menu item. The short game provides questions, and the user’s answers determine his or her personalized mac and cheese order.

Once the game is complete, users have the opportunity to share their results on social media with the company’s personalized hashtag and enter a gift card giveaway. This game-like design keeps users connected to the company website and increases their likeliness of spreading brand awareness. It’s something simple and fun that users will remember.


These are some creative ways to help businesses promote social interaction on their websites. However, maintaining this level of communication is pivotal to its success. Anytime someone interacts with your brand, whether it is through a comment, sharing a video or registering with your website, let them know their actions are appreciated. This could mean replying to a comment or sending an email, whichever method works best for both parties. The smallest hint of gratitude can keep the conversation flowing.

About the Author

Cristine Sommers is the Chief Marketing Officer for Soar Payments, a payment processing company that helps eCommerce businesses obtain affordable credit card processing solutions.