28 Jul 2020

Five website design features to increase conversion rate

Website conversion rate indicates your website’s performance. Setting up a website that attracts targeted audience is the first step toward generating organic business leads through search engines like Google and Bing. The next crucial step is to ensure your website maintains a good conversion rate.

A conversion takes place when a website visitor takes a desired action after landing on your website. This action can be filling up an opt-in form, submitting a call back request, purchasing a product on the website, and so on. The average website conversion rate is about 2%. However, many well strategized websites enjoy a conversion rate of 5% and higher.

Improving website conversion rate involves seeing your website the way your visitors do, and making changes that will lead them toward taking a desired action on the website. You can start by removing any unnecessary distractions from the website that makes navigation tedious. User-friendly look, layout, and navigation are the key when performing any website design and development tasks.

 website design and development for high performance

Apart from creating a clean website, here are five website features that support better conversion rate:

1. A strong CTA (call to action) – A ‘call to action’ or a CTA is a phrase placed on the website which tells visitors exactly what action they need to take. A CTA can be as simple as ‘Sign Up’ or ‘Book Now‘. However, designing a better converting website requires stronger CTAs that can convince website visitors to act. A clear and accurate description of the action the visitor is required to take has a much higher click through rate as compared to a vague and generic one.

Example of a strong CTA – ‘Yes, I want to schedule a call’

2. Live Chat – Adding a Live Chat software to your website enables website visitors to quickly have their queries addressed. This excellent website feature speeds up the process of moving a potential client forward in their buying cycle. If a company is unable to have a dedicated customer support team to answer to live chat queries, then the next best option is automated chat software. This option allows automating answers to frequently asked questions.

If a visitor query falls outside of the pre-saved Q&As, they are given an alternative to leave their email ids along with their queries so someone from the support team can get in touch with them. Not only does this bring in good quality leads but it also helps expand a business’s Q&A database.

3. Reviews & Testimonials – Positive testimonials and reviews makes a business website more trustworthy. Hearing about good experiences from other customers positively impacts a potential client’s decision-making process. Website visitors heavily depend on reviews and testimonials to decide whether they can trust a new product or service. Adding plenty of good testimonials and reviews on your website will put the website visitor’s mind at ease. Reviews and testimonials are powerful tools that have the potential to convert leads into buying customers.

add Reviews and testimonials on the website for better conversion

4. Simplify Contact/Query form – Having fewer fields in contact or query forms improves the chances of website visitors filling and submitting them. It’s best to include no more than 3-4 fields. What fields need to be mandatory will depend on the purpose of the form. If a form is created to address customer queries, an email as a mandatory field should suffice. However, if a contact form submission requires your customer support team to call back the person who submits the form, phone number needs to be the mandatory field.

5. Exit popup – An exit popup appears when a website visitor is about to leave a website without taking any action. An exit popup is triggered when the website visitor moves his or her mouse curser toward the ‘x’ button to bounce out of the website. The content of the exit popup is constructed to avoid losing any valuable leads from the website.

Example 1 – If a website sells products online, its exit popup can ask visitors to submit their email id and receive 25% discount on their next purchase.

Example 2 – If a website offers financial consultation, its exit popup can ask visitors to share their email id or phone number to book a 30 minutes free consultation.

Exit popups can save businesses from losing good quality leads as well as reduce bounce rate.

When high quality website visitors land on a website that has CRO features strategically placed, the website conversion rate can see tremendous upgrade. How you decide to place these features in the sales and marketing funnel of your digital marketing strategy development will depend on what products and services you offer. Implementing these simple yet effective website design and development tools can greatly improve a website’s conversion rate.

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21 Jul 2020

Paid Digital Marketing – simplifying Facebook Ads

Facebook has emerged as one of the most lucrative paid ad platforms in the digital space. With 2.6 billion monthly active users belonging to an array of demographics, Facebook is sure to have an audience for any business niche. Facebook ad campaigns come with many benefits which include the following.

  • Cost effective
  • Laser-targeted campaigns
  • Comprehensive analytics and reporting
  • Multiple options for ad objectives
  • Supports re-targeting

A clear understanding of the following core concepts of Facebook advertising will enable you to create effective campaigns and avoid common mistakes that cost valuable resources.

Facebook ads for marketing business

1. Ad objective – Different ads are set up with different objectives in mind. Objectives for an ad campaign can be getting likes and shares, getting video views, creating brand awareness, collecting high quality leads, and so on. Before you set up an ad, have a clear idea of why do you want to set it up? Is it to increase website traffic or to collect leads? What objective you choose will depend on what action you want people to take when they see your ad.

2. Target audience – Targeting is one of the key factors that decides an ad’s performance. Showing your ad to wrong set of audience will result in loss of time, effort and money. Define your target audience correctly. Who are you trying to reach through this ad? What age group do they fall in? What are their interests and hobbies, and where do they live? These are examples of questions that can help you define laser focused targeting for successful ad campaigns on Facebook. Additional questions that help create correct customer avatar are:

– What books & magazines they read?

– Which authority figures they follow?

– What type of jobs they have?

– What events they like to attend?

3. Ad copy – An ad copy needs to give users reasons good enough for them to pay attention to your ad intruding their personal space on Facebook. An effective ad copy will clearly state why they need your offer and how will it solve their problems. An ad copy that creates a ‘Before’ scenario highlighting users’ pain points, followed by an ‘After’ scenario with benefits and solutions will have a higher probability of success.

4. Ad creative – Apart from being eye-catching, an ad creative must be congruent with the offer promised in the ad copy. An ad creative should be a visual representation of the ad copy. Testing with multiple sets of creatives and copies to narrow down to the best performing set is paid marketing best practice for setting up successful campaigns that receive maximum engagement.

5. Ad scent – Ad scent indicates the consistency in the offer promised in the ad and the landing page that appears when the ad is clicked on. If the people who click on your ad do not find what they were promised, they will leave the landing page without taking any action. Ad scent also includes adding visual similarities between the ad creative and the landing page through suitable color patterns and fonts. The idea is to ensure that the landing page does not lose the scent of the original ad.

6. Reporting and analytics – One of the reasons why digital marketing experts love Facebook is because of the outstanding reporting and analytics data it provides. However, for beginners it could get slightly overwhelming. The key is to pick few success metrics and stick to those for daily monitoring. Deep dive only to troubleshoot performance issue.

digital marketing analytics and reports

The best metrics for daily checks are:

  • Results
  • Cost per result

You can also look at age and gender to learn more about the set of target market your ad is attracting. If you are using multiple placements, keep an eye on those to pin point the ones performing the best

Setting up your 1st Facebook Ad:

A Facebook ad campaign is structured into three levels.

Level 1: Campaign Level – Choose your objective in the ‘Campaign’ level.

Level 2: Ad Set Level – Set your target audience, budget, ad placement, and bid type in the ‘Ad Set’ level.

Level 3: Ad Level – Upload your creative and write your copy in the ‘Ad’ level. Your ad is now ready to go live!

You can also choose to have a digital marketing expert handle your paid marketing campaigns. Find out why businesses need Digital Marketing Professionals.

The performance of your Facebook ad campaign will depend of how well you understand its core concepts. Once you have defined your campaign strategy, conceptualized your ad, and designed your creative and copy, setting up the ad will not take too long. Keep the initial budget low, continue testing, and increase the budget as you better understand your market.

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10 Jul 2020

Mobile App Strategies to grow a new Business

New businesses have to be careful with their resources and must use them wisely. They need innovative sales and marketing methods that can work effectively under budget constraints. One such innovative route includes implementation of mobile application strategies.

Mobile applications have many powerful benefits for businesses.

Find out more about the advantages of using mobile applications in business marketing campaigns.

benefits of mobile applications in business marketing

With an exponential increase in smartphone users and excellent internet connectivity across the globe, mobile applications have become a great way of connecting with new and existing customers. Let’s take a look at ways new businesses can implement mobile application strategies to gain a competitive advantage for business growth and expansion.

1. Social media integration – This is the easiest way to use a business mobile application to build and grow a strong brand presence on social platforms. Integrating social media accounts with your business mobile app will allow customers to access them quickly. It will support customer engagement and participation through sharing options. Additionally, businesses will be able to track customer behaviour pattern on social media for better targeting. This in-turn will contribute to designing campaigns that generate higher ROI.

2. Discounts and coupons – Discounts and Coupons entice potential customers to try a new product or service. They serve as incentives to motivate them to try something new and different. A business mobile application is a great place to display discount coupons. In this space, businesses get to interact with target audience who have either already tried the businesses’ products or services before, or are interested in them. Interacting with business mobile app users through discounts and coupons will encourage them to become paying customers by minimizing risks.

3. Customer loyalty program – Another excellent strategy a business mobile app can incorporate is customer loyalty program. It is designed to reward customer interaction. Customer loyalty programs allot points to customers for every interaction. The interactions can be in the form of social engagement and/or purchases. Customers can then redeem collected points for gifts, or discounts on products and services.

improving customer loyalty using mobile app strategies

4. Location and behaviour based targeting – Businesses can easily use mobile applications to collect data on customer locations and behaviour patterns. This allows businesses to:

  • Create campaigns that are location specific and time sensitive
  • Create sales and marketing funnels based on customer behaviour patterns
  • Categorize product promotions based on different customer group types

5. New product launch – Since business mobile applications connect businesses to an audience which has interacted with them in the past, announcing a new product launch on such a platform increases the likelihood of propelling the popularity of the launch. Combining this strategy with discount coupons and contests can remarkably improve conversions.

If you are new to business mobile application strategies, you can start with simple features and keep adding new improvements to support more advanced digital marketing techniques. If planned wisely, business mobile application strategies have the potential to continually support business growth and help new businesses scale up faster.

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