Entrepreneurs, digital marketers, and small business owners spend an average of $600 billion every year on advertising, but a surprisingly small percentage of that is spent on actually converting viewers into sales. In fact, 52% of marketers spend 5% or less of their total marketing budget on conversion and user experience. While in some cases, this lack of a budget is a conscious decision, for many, it is just a simple oversight, but it is an oversight that costs money.
User experience, often abbreviated to UX, is the process of designing a visitor’s experience on the page so that as much of their visit is planned out before they ever visit your website. It is also about creating the experience to ensure that every element of the page, from the size of the buttons to the images and the emotions evoked by colors, is positive. User experience allows you to control the visitor experience so that they have a positive one and are more likely to make a purchase, and it is incredibly important for you to consider as a primary focus for your website, e-commerce shop, or blog.
User Experience Improves Your Website
Consciously designing a website around the people who visit it, the devices they use, and their age and preferences can help you to improve the site’s performance. For example, after noticing that a large percentage of their readers were on mobile devices, Time magazine switched to infinite scrolling on their home page and decreased their bounce rate by 15%. Designing a site around your visitors and their needs will positively impact the time they spend on it. Consumers spend more time on sites that meet their needs and on sites that require a minimum amount of interaction from them to find new content. It will even be better when businesses listen to their users by integrating all customer conversations and data in real-time, optimizing user experience across multiple channels.
Users Leave Sites They Do Not Like
Econsultancy found that 88% of consumers are unlikely to return to a website after a bad experience. What qualifies as a bad experience? Slow loading websites, difficult to navigate menus, and pages that do not resize based on the device are all among the worst offenders. In fact, 73% of mobile users told Kissmetrics that they had encountered websites that were too slow, and in that same study, 43% of mobile users stated that they would abandon a site if it takes more than 3 seconds to load.
In another study, users were found to leave if their website took even 250 milliseconds to load. Adobe found that 39% will stop reading something and will abandon the site if pictures do not load. How badly do you think slow loading speeds affected businesses?
Econsultancy estimates that it cost businesses some $2.6 billion in revenue in 2015. While loading times are just one of the many pain points experienced by website users, this data clearly shows that users will leave if they are unhappy with the site. By controlling the experience to ensure that the site loads quickly, the page is designed for the device, and that everything is easy to find, businesses can improve the user experience and drive more traffic.
People Spend More Money On Sites They Like
User Experience involves using persuasion triggers to help consumers decide to make a purchase, but one of the most important of those triggers is happiness. Visitors are more likely to make a purchase when they have a good experience. For example, ESPN used a customer survey to decide on changes to their homepage, and saw a 35% increase in revenue after going through with the changes. By tailoring your site to the needs of your users, you can substantially increase the value of the site, and therefore the willingness of your consumers to make purchases. User Experience can also help you to make sales in other ways by improving Call-To-Action (CTA) buttons, making it easier to find information, and by guiding the visitor down the page to the information or purchase button they need.
Visitors Create Brand Impressions Instantly
Users judge your website from the second it loads, and most of them use aesthetic and design to determine if your site is credible and trustworthy. While eye tracking plays a large part in this, 75% of consumers use their first impression of the aesthetic of the site to decide whether or not the business is credible. An additional 94% judge the website almost entirely based on design. Adobe found that when given 15 minutes to read something, two-thirds of test subjects opted to read something beautifully designed rather than something plain. Design and aesthetic are incredibly important, and your user experience should include them. If you ignore this fact, your website visitors might be leaving more quickly than you would like. However, after judging that your site is trustworthy using design impressions, an average of 64% of visitors will look for contact information, your products, or your ‘About Us’ page to confirm that impression.
Mobile Users Expect Mobile Optimization
More than 60% of all web traffic is now mobile, and that means your site has to be optimized for mobile users. Google states that a bad mobile experience makes them more likely to avoid engaging the company. Mobile users are also 5x as likely to abandon a task (such as a shopping cart checkout) if a site is not optimized for mobile, and that 48% feel frustrated and annoyed when sites are not optimized for mobile. At the same time, mobile users make up more than 60% of all local searches intent on a purchase, with over 70% of mobile users look up products while in a store or before visiting a brick and mortar shop, and many conduct product research on their phone. For B2B businesses, this is even more crucial, because Google highlights that small business owners spend their free time looking up services and solutions on their phones. If you are not designing your mobile experience, you will be losing half or more of that traffic.
In a Nutshell
User experience is about designing your website for the user, so that they can easily navigate, use, and load your pages. It is also about ensuring that the content on the pages is optimized to guide users where they want to go, ensure that the user trusts the site or the brand, and communicating the right information to the visitor. While traditional design is all about aesthetic, that is no longer enough. Today’s customers are service centric, and they want to do business with companies that care about them.
Integrating user experience into your design is the perfect opportunity to communicate that to your consumers while improving their website experience, and hopefully boosting sales and conversion.
Simple 7-Step Social Media Strategy to Dominate 2019
Let’s look at the numbers and be honest with ourselves – social media isn’t slowing down, and they don’t intend to. There are more than 1.47 billion monthly active users on Facebook on average, and this number includes an almost 17% spike in two years.
One of the primary benefits of social media is to establish trust and credibility among your customers. If the people perceive your product or service is useful, they will trust your brand, thus making them more likely to buy from you. The University of London also studied the impact of social media on consumers and discovered a positive correlation between trust and perceived value linking to sales.
A sound marketing strategy should drive every action taken on social media. For your business, brand or organization, this channel is unavoidable if you want to create dominance in your market.
1) Define your target audience and build relationships
The first step to develop a strong social media presence is to acquire highly relevant fans and followers. Regardless of the size of your company, before you start investing resources on social media, you need to know why you’re there and who is your target audience.
Solely by looking at Facebook, you have nearly 1.15 billion people scrolling through their feeds almost every day, so it’s important to focus on people who are valuable to your business.
Building trust and your brand reputation with relevant people is vital so that they buy today, return to purchase tomorrow and advocate others about your brand. This logic is the ethos behind a strong social media strategy.
If you want to invest in social media because you plan to sell a product rather than build relationships with your audience, it’s time to pause and reconsider your business model. Although you can sell a product using social media, relationship building still comes first.
2) Choose the right channel
When it comes to the different social media channels, every platform has its own established culture and audience – and they expect users and advertisers to approach their platform similarly.
Spreading your eggs across several baskets will not produce significant results for you. At the same time, you will be wasting resources like time, money and effort. Focus is the key to success.
There are dominant channels for every industry, depending on your audience, type of product or service. What you will need to know is which channels are dominant for your market and focus your resources on winning against the competition in those targeted channels.
In social media, it’s not about quantity, but quality. Doing a few channels well with consistent, highly-engaging content that resonates with your audience is what will lead to conversion or sale.
There’s no single, universal “best social media channel.” But, by understanding how each channel works and you’ll be able to maximize your investment.
3) Determine your objective (Be S.M.A.R.T.)
One of the first steps to create a social media marketing strategy is to set your objectives and goals. Without goals, there is no way to measure your success or Return On Investment (ROI).
As a guideline, each of your goals should be:
Despite this, always keep in mind that while vanity metrics like retweets and likes are exciting and easy to track, it’s hard to prove their actual value for the business. But instead, you should focus on goals such as leads generated, web referrals, and conversion rate.
By aligning your social media goals with the overall marketing strategy. It will be easier to show the value of your effort and get executive buy-in and investment for your social media strategy.
4) Create a strategy
You should always put more effort into your social media strategy to engage your audience rather than focusing immediately on getting returns. Growing the audience and brand loyalty doesn’t happen overnight.
A social media strategy defines how your organization will leverage on social media channels to achieve its communications goals and the supporting platform and tools it will use to accomplish this.
At a basic level it’s a simple statement of intent, outlining the goals and measurable objectives, and the target outcomes you hope to achieve. This strategy is done in the context of the overall business and communication plan so that social media isn’t working in a silo but working in parallel with other channels.
5) Develop valuable content
Engaging content can help your business in a variety of ways. It can set you apart from your competition and help establish you as an expert. Having generated good content also keeps your business top of mind with consumers, providing the leverage needed to keep your customers returning from time to time. Again, quality over quantity will always prevail.
Creating content for social media can be fast, but creating good content takes time and effort. In addition to written content, such as articles and blog posts, you should also consider creating tutorial videos, infographics, podcasts, and other content media to help build brand awareness.
6) Publish and promote your content
Majority of your time is spent on creating good content, but without publishing them, they are useless. When coming up with your social media strategy for 2019, consider what you can do to be more efficient. Having the right publishing schedule can help you save time and push out more content to your audience.
The ability to schedule content effectively also means perfectly timing your posts for maximum likes, comments, and shares. This ability can be easily obtained from the content consumption patterns on various platforms.
As your business embraces social marketing, your social media strategy will likely grow to include social media advertising. Advertising helps to increase outreach to more people outside of your followers based on effective targeting.
7) Track and measure the performance
The purpose behind measuring your effort on social media is to enable you to understand what you are doing that is working and to find out what you’re doing that isn’t bringing you any positive results. One way or another, tracking can help you formulate a better social media strategy.
Ongoing analytics help familiarize you with how your audience is interacting with your updates and more specifically, analytics are the way you get a feel for how your company is perceived on the platform.
Keeping an eye on your metrics also tell you how your efforts are paying off.
The best part about leveraging social media is being a part of the ever-changing technological advancements that this world has to offer.
With the opportunity to innovate at every turn and constant product development happening around the globe, there is an excellent potential for you to engage your audience in new and exciting ways.
Top Ways Content Marketing Will Change Your Business Strategies
How will you ensure that you are promoting your business with ease and in the best way? One significant way would be to keep your marketing strategy up-to-date. You must keep the business on the leading edge in an effort to stay relevant and, more to the point, effective and efficient. In today’s context, it means focusing on content marketing, that’s precisely why this article serves as a guide on why the content marketing is vital and you ought to be concentrating your efforts.
Content Marketing – What Is It?
Content marketing is a marketing approach to making and sharing useful, appropriate and consistent contents for attracting and acquiring a clearly-defined target audience – with the goal of generating profitable customer action.
For example, say you are a personal coach as well as your small business has plateaued in the last year or even longer. You are still seeking to grow your client base, and thus you begin a blog site and write 2-3 keyword-optimized articles each week, which demonstrate how to exercise, eat healthily, and slim down. These articles start to get ranking in search engines like Google as time passes and when spring hits, individuals will search on the internet for tips on how to improve the fitness for beach time. Due to your efforts, readers run into your blog organically, go through your articles, and keep returning to discover from you on a regular basis. In some cases, readers of your blog will take preferred call-to-actions which drive positive Return-On-Investment (ROI).
Why Is The Content Marketing Important To The Business?
Compelling content can assist you to build customer relationships while preventing ineffective “hard sell” strategies. It displays your “subject-matter” skills and increases trust by merely highlighting significant topics which affect your potential customers. Well-crafted articles can draw visitors to your social networks and website, boosting your overall performance on search results. Furthermore, it provides audiences the option to keep sharing your contents with their network of friends.
Here are perfect reasons to start creating expert content for your business today:
1. Build Faith with the Traffic
You can establish yourself as an expert in your industry by making more useful content and sharing with your target audience. People trust professionals and seek the services of them to solve their problems.
2. Increase Brand Awareness
For budding businesses, brand awareness is something that is commonly lacking. Most people will not be aware of your business; therefore you should work to change that. By leveraging on content marketing, you can significantly increase targeted traffic to your website, which also means you can have quality, consistent, targeted visitors and back-links. This change can result in the growth of online visibility and awareness, generating more leads for your business via your content.
3. Perfect For (SEO) Organic Search
Search engine algorithms are often changing. However, one fact that will never change is how they value keywords and content. When you consistently make and keep content on your website up-to-date. Your website generally will get better ranking in search engines.
For example, if a user fires up the search engine and types a phrase or keyword, the search engine will work hard to give him/her the best and most relevant information relating to the search query. If you are making expert contents for sharing valuable and useful information to your targeted buyers instead of spammy sales copy, Google will identify that piece of content to be useful and of high relevancy. As a result, your website will get better search engine positions, driving increased organic traffic.
4. Produce Leads For The Business
Generating leads or driving sales for the business is definitely the key purpose that marketers execute any marketing campaign. If you need new potential buyers to visit your website and ultimately buy what you are promoting, content marketing provides an avenue for strangers to get you via your informative and useful contents.
Every content you put forth, and every content that is shared will drive organic traffic. By nurturing these traffic, businesses can push them down the marketing funnel, converting them into successful leads or sales.
5. Give People Reasons To Return To Your Site
When you offer people informative and helpful content, you are beginning to develop a strong and healthy relationship. People will come back to you for information and updates. By building this relationship, you encourage visitors to your website to return, because you are someone they trust and know.
There will always be tactics which produce short-lived, quick spikes in leads and traffic. There will also be methods which may have absolutely no business influence whatsoever. However, investing in appropriate content marketing right now is going to pay you back for a long time.
How Can You Use Quizzes to Generate Leads? – INTERACT
The state of digital marketing is always changing. Therefore marketers have to keep up with the pressure of adapting when necessary. Digital marketers are continually finding the most creative ways of generating leads or collecting new email subscribers. With the crowded online space, it is increasingly harder for marketers to stand above the crowd. Moreover, research has shown that the average human attention span is rapidly declining. And this will mean that the method you are adopting now for your lead generation or email collection will no longer work as effectively.
There is a rising popularity where quizzes have become a recurring motif on one of the favorite method of lead generation. Quizzes are a method that is slightly overlooked but a potential pot of gold – and it honestly makes lead generation fun.
According to Steve Olenski, you can gather tons of information about your website visitors, when they are having fun answering a quiz, and it is an excellent way to generate leads.
In this article, I will recommend a tool you can use for setting up fantastic quizzes and guide you through how to create a quiz with this tool which can have a potential of growing your email list by 300%!
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