The digital world today can seem like a minefield, especially when we look at Gen Z. The Gen Z online audience is a powerful one, and harnessing this power to generate traffic and conversions to your website can surge your business into success. Gen Z is the tech-savvy, socially conscious generation among us who quite literally have grown up during the most revolutionary advancements of the 21st century. With this, your business has to stand out to catch its unique attention, and one way to do this is with your website.
However you operate, whether you do social media ads to land Gen Z users onto your website, or if you prefer direct traffic organically, your traffic needs to land on a website that is interactive, attractive, and easy to convert the Gen Z audience. In this blog post, we will share our actionable tips on how exactly you can tailor your website to fit this purpose and support the continued growth of your business. Take a look at the following suggestions:
Things to Keep in Mind
Before diving into website customization, it's essential to understand who Gen Z is and what makes them tick. Gen Z is characterised by several key traits:
1. Digital Natives: Gen Z has never known a world without the internet and smartphones. Growing up using these tools, they are proficient and know what a good website should operate like. They might even know more about the internet than you!
2. Short Attention Span: Growing up in the age of social media and instant gratification, Gen Z has a shorter attention span compared to previous generations. Although this might seem counterproductive, online platforms have fed into this trait making content and websites that are fast to capture the small window of attention. You have just a few seconds to capture their interest.
3. Socially Conscious: Gen Z is known for its strong commitment to social and environmental causes. They appreciate brands and websites that align with their values and know their initiatives in working for the same change they are campaigning to see.
4. Visual and Interactive: Gen Z prefers visual content and interactive experiences. They are more likely to engage with videos, GIFs, and interactive elements on a website.
5. Mobile-First: Mobile devices are the primary means of accessing the internet for Gen Z, and in all likelihood, most internet users. Your website must be mobile-optimised for it to perform well.
Tailoring Your Website for Gen Z
Now that we have a better understanding of Gen Z, take a look at how exactly you can tailor your website for Gen Z preferences:
1. Mobile Optimization
As mentioned earlier, Gen Z heavily relies on their mobiles for browsing the internet when landing on pages and interacting with websites. Ensure that your website is mobile-optimised, with fast loading times and a responsive design. Test your site on various devices and screen sizes to ensure a seamless mobile experience. Many tools will provide you with a score for mobile usability.
2. Visual Content
Gen-Z are less likely to read 2,000 words on a page, and more likely to skip to the videos and other interactive elements of a page. Incorporate eye-catching visuals, such as high-quality images and videos, throughout your website that align with the purpose of the page and the topics presented. Use engaging graphics and animations to capture their attention, and if you are not sure where to start you may consult with a design agency in Manchester for better direction. Consider implementing features like Instagram-style Stories to keep them engaged.
3. Video Content
Video content is king for Gen Z. Start by creating engaging content using animations or real people, with visual demonstrations, voiceovers and annotations to tailor for content users who may be deaf or visually impaired. Making sure your content is easy to consume and not too lengthy is also key. Utilise platforms like YouTube and TikTok to reach a wider Gen Z audience.
4. Authenticity and Transparency
Gen Z values authenticity and transparency. Be honest and open in your communication. Share your brand's story, values, and mission. Highlight your commitment to social and environmental causes if applicable. Avoid overly polished or staged content; instead, opt for a more genuine approach.
5. Social Integration
Integrate social media seamlessly into your website. Gen Z is highly active on platforms like Instagram, Snapchat, and TikTok. Make it easy for them to share your content and connect with your brand on these platforms. Incorporate social sharing buttons, embed Instagram feeds, and create shareable content.
6. Speed and Performance
With the low attention span of Gen-z, comes the importance of having a fast operating website. Websites with loading speeds over 2 seconds are at risk of users quickly leaving the website, leading to a high bounce rate. You need to work with developers to make sure your website is as fast as possible, especially when there are lots of video-based pieces of content that will be slowing down the loading speeds.
7. Stay Informed and Evolve
Gen Z's preferences and behaviours are continually evolving. Stay informed about the latest trends, tailor your website's content and adapt your website accordingly. Monitor Google Analytics data and user feedback to make data-driven improvements.
In conclusion, capturing the attention and loyalty of Gen Z to your website requires some different considerations. Make sure you first understand their behaviours, and then go ahead and work with your developers to create a website that is easy to use, has a lot of short-form digestible content in visual formats, and stays on top of trends that will show your brand's authenticity to the Gen Z audiences.
