Widgets are small interactive elements on a web page that can solve various business problems: increase conversion rates, collect contacts, and inform and engage visitors.
Proper placement of widgets can significantly increase the efficiency of a website. It is because widgets attract visitors’ attention, increase the time spent on the site, and help to make a targeted action.
However, to maximize the effect of widgets for websites, it is essential to approach their placement competently. Let’s look at the basic principles of placing widgets to make them work effectively.
Place Widgets Where People Will Pay Attention to Them
A widget should be visible to the visitor. According to a study by Nielsen Norman Group, visitors primarily look at the top of the page when visiting a website. So, place widgets in the top center area of the screen for maximum reach. The right column and scroll area also work well.
Avoid placing the widget at the bottom of the page where they rarely scroll or on the side where the eye doesn’t go. Use bright colors, contrasting backgrounds, and animations to draw attention to the widget. But stay moderate to avoid annoying your visitors.
Show at the Right Time
It is optional that the widget immediately pops up in front of the visitor. Let them look around on the site. The optimal appearance time is 30 to 90 seconds after entering the site.
It is also effective to use triggers to launch the widget:
- when attempting to leave — use exit-intent widget;
- when the page scrolls 50–70% — offer help;
- after viewing a specific section — show additional products.
Place on Relevant Pages
Show the widget on those pages where it will be most relevant to the visitor. For example, place a widget with a calculator of its cost on the page with the service description.
Use targeting to show the exemplary visitors. Segment your audience and display personalized widgets with relevant offers.
Optimize for Mobile Devices
Today, more than 60% of traffic comes from mobile devices, notes Statista. So make sure widgets work and look correct on smartphones.
For the mobile version, it’s better to use small, compact widgets that don’t cover the entire screen. Customize their appearance by vertical and horizontal scrolling of the page.
Test Different Options
You can never accurately predict which design, layout, or trigger will work best. So be sure to test:
- widget size and design;
- headlines and text;
- images;
- color schemes;
- rules and triggers for triggering.
With the help of tests, you will identify the most effective option for specific goals and audiences.
Useful Widget Types
Which widgets should you use on your website to solve typical business problems?
Subscription Form
It helps to collect visitors’ contacts for email newsletters and increase the subscriber base. Subscription form is effectively placed in the site’s header, on the right side of the content, in a drop-down window.
Callback
It allows you to receive requests from interested visitors. Place it to the right or left of the content.
Online Chat
Online chat allows visitors to ask questions in real-time and receive answers from managers. Place it in the bottom right corner.
Calculator
This widget helps to calculate the cost of a service or product on the site. It is effective on pages with a description of benefits.
Social Media Widget
It allows you to get more followers and reach on social networks. Place it in the header footer on the “About Us” page.
Testimonials
They increase trust in the company, looking good in the right column, in the page content.
Chatbot
Chatbot automates communication with visitors and helps convert them into customers. Place it on the right side or in a checkout window.
Video
This widget allows you to embed videos from YouTube, Vimeo, or other video hosting sites on your website.
With video help, you can visually demonstrate the product, tell about the company, and present customer testimonials.
It is recommended to place video widgets at the very beginning of the page and in content blocks. The optimal video duration for a widget is 1–2 minutes.
Timer
It creates a sense of urgency to the proposal. Use a timer on pages with promotions and discounts.
Travel Map
This widget displays an interactive map with the company’s office or points of sale on the site.
The travel map helps customers quickly find the desired location. Place a map widget on the contact page and the site’s footer. Add an option to build a route to the office.
Weather
This widget displays the current weather forecast for a particular region.
Such information creates an atmosphere on the site that reminds us about seasonal goods and services. For example, a widget with a hot weather forecast can stimulate demand for air conditioners or vacations by the sea.
Place the weather forecast widget in the site header or sidebar. Add a city selection option to match customer demand better.
Currency
This widget displays the current exchange rate of various currencies and can also include a conversion calculator.
Such functionality will be helpful for online stores that work with foreign currencies. The widget will help customers to see the exchange rate and convert prices quickly.
Place the exchange rate widget next to the prices of goods, as well as in the footer of the site, for easy access.
Promo Code
This widget adds a field to the site for entering a promo code, making it easier to use.
By actively suggesting a promo code entry, you can increase the number of discounts and promotions, positively impacting conversion and customer loyalty.
Conclusion
Properly placed widgets can significantly increase the effectiveness of your site. They attract visitors’ attention, increase engagement, and stimulate the right actions. Test different options, track statistics, and choose the best solutions for your goals and audience.
Following these tips and principles, you can effectively place widgets on your website to maximize business results.
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