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To engage is defined as “to occupy the attention or efforts of (a person or persons): to attract and hold fast.” Engaging your user enough to stay on your site and return can be a challenge in today’s ADD, multi-platform environment. However, when building a community and developing fans and brand advocates, you must find a way to engage your users so that they will become attracted to your site and you will hold their attention long enough to convert them to active community members.
Registration is one barrier to building engagement in your community. If you always require your users to register and/or log-in before taking any action on your site, you are less likely to get engagement from new users who were not already fans or did not have a compelling reason to interact (i.e., write a review on a product they bought and loved).
Frictionless actions, such as Pluck Reactions, are one way to engage users with minimal commitment, getting them involved with the content and the site without requiring upfront time, forms, or user information. Reactions provide a single-click, feedback opportunity so that users can express their feelings about a particular product or article.
You may be asking yourself, why would a user return to a site or be engaged after simply clicking on a Reaction? For one, they have already shown interest in the product and spent extra time on the product page by engaging - at the same time providing you with useful data regarding consumer sentiment. Also, they may want to return to see how other users are reacting to the same content, or they may continue searching your site so that they can continue sharing their feelings on additional products, increasing time on-site. As users do this, they are building engagement with your site, increasing stickiness, and progressing conversion to registered users who actively engage at a higher level with your site.
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