When it comes to online marketing, the first step that you need to do is to ensure that your website is fully functionally and performing optimally. This can be done by monitoring the website analytics and conducting extensive tests. When you employ basic analytics software for website testing purpose, you can come to know important information such as the pages that are experiencing trouble, how quickly visitors exit your website, the number of people that browse your website and so on. Cutting edge software use mouse and click tracking to furnish their users with information like what the people click on your website and the links that they are attempting to visit. While such advanced software is cool to have, in most cases the basic software is sufficient!
As mentioned earlier, in order to understand the changes to make on your website and online marketing campaign, you need to carry out continuous tests on your website. Those who design the websites are not familiar with the website’s usability concerns and problem areas because they are working too closely with the website to notice these. Hence, they tend to miss out navigation problems that are faced by external visitors. Thus, instead of asking the designers, it would be more beneficial for you to get honest and accurate feedback from outsiders because they will tell the truth which will be very helpful for online marketing.
Just like online marketing moves, one has to be very careful when changing one’s website. There is no need of rushing into changes; instead, one should use the A/B testing method in order to have things slow and steady. By making little changes to the website, such as fonts, layouts, etc and waiting for it to fetch response, one can make the website turn over a new leaf, one step at a time of course. By introducing changes slowly and steadily, you will also be able to find out exactly what caused the drop in terms of the website’s users or visitors.
Guest Blog post by Terry Boddie, President & Agency Liaison Director at Marketing Media Management
If you believe that these are issues that are troubling your online marketing campaigns and your website are preventing visitors from engaging and meeting the goals of your site, this could cause some panic. You shouldn’t worry, however, as it isn’t necessary to redesign your site from the ground up in order to increase its efficacy and the returns that you are getting from your online marketing efforts. There are a number of small tweaks that will dramatically enhance your website design and your online marketing returns.
Changing the font is the first, easy step that you can take to update and freshen your web pages so that your site is easier to use overall. Simply create several test pages using different colors and fonts and then run a test to see how people like these changes and respond to them. You might like the look of a particular font but could discover during the testing phase that other people are having a hard time reading it. You are also able to use this test to alter placement and sizing in order to see which options capture the most attention.
Altering the background image or color on your site is just as easy and just as effective. Use photos that are interesting and engaging rather than stock photography and chose colors that fit your brand and your brand personality. Also, make sure to try out different versions, given that people who implement these designs are usually too close to them to identify problems when critiquing them.
Altering the logo of your brand is something else that you can do quickly and easily. The logo is frequently hidden at the bottom of the site or if it is placed at the top it might be too small. You want people who visit your pages to know that they are on the correct pages for you brand and you want them to recognize your brand immediately and thus, the logo should be prominent. Do not go overboard and make this so big that it takes up the whole screen as you want the site to be aesthetically pleasing overall just like all of your other online marketing efforts.
It must be absolutely and immediately clear to any visitor to your website what your company or product is, and having an easy to use website is one of the most important aspects of online marketing. Many online users who simply cannot figure out what a website is trying to tell them or what the company specializes in will simply move on to the next site in the search engine listings. Most of us have done that before.
Online marketing is all about attracting new customers and keeping your existing ones, and you can increase your chances of doing that by having visually appealing and informative text and images. Your website is not as appealing to customers if your images are boring or out of focus, or are obviously stock photos. You only have a few seconds to get your point across and get the customer’s attention, making it essential to do everything you can to attract and keep someone’s attention. You should consider redesigning your website if you feel it is confusing, difficult to navigate or it isn’t obvious what your company or product is all about.
Consider the basics of color theory when designing your website, and most of us have a grasp of such concepts as red meaning exciting and lively, and blue meaning calm or peaceful. The colors you use can say a lot about you and your company and brand. Using gray and blue colors are not likely to get any visitor to your site excited, although that doesn’t mean you cant use those colors. Some color combinations are hard to read and should be avoided when trying to be effective at online marketing, such as dark text against a dark background or neon colors.
Guest Blog post by Terry Boddie, President & Agency Liaison Director at Marketing Media Management
When developing your website you included all the information you thought you customers would need, including pictures and other relevant content. You’ve worked to optimize and promote it across various online channels, and you have brought many visits to the site. Even though you have these visits, your site is not performing as it should, and these potential customers are exiting the site without doing any of the website’s goals. The reason for these issues might be something simple- the website’s design is causing users to become frustrated and leave.
When customers come to a website most don’t ever scroll down into an area called ‘past the fold’. Despite this, many websites put the site’s navigation or important information at the bottom of the page, causing visitors to see the top of the page, not see navigation, and leave the page. A similar issue is caused by wanting to add in content for the website the page got filled with too much information and now necessary parts are hidden and difficult to find. Consumers don’t spend much time looking on websites, and if they can’t find what they need quickly they will exit the website and try another, who will most likely be your competitor.
It’s also necessary to think about the size, color, and font of the text on the site. Too large or tiny can make it hard to read, and some colors are difficult to read when used together. Having too many different fonts can also make it harder to read. Step back from your site and see if you can read it from a distance and search out all the important navigation within a few seconds; if you can’t then your website’s design is part of the problem.
Guest Blog Post By Charlene Burke, CEO, Search By Burke
The most important element in any business is its customers. The income from your business, the profits and the reputation of your business are all provided by your customers. What every business wants is a way to bring customers to your offers. When you think about it, one of the things people love more than anything else is getting a reward, and especially one of value. This is exactly what PPC—pay per click—can do for customers when crafted the right way.
There are dozens of ways to get traffic to your website or business. The one that will provide the most traffic quickly is PPC. Pay per click works exactly as its name implies. When a customer clicks on an ad, the advertiser pays for the click. If the PPC ad has been well planned, that click will take the customer directly to the landing page or product or service for which they have been searching. By not having to search through a website, the customer is rewarded for the click.
PPC is a great method when you want traffic fast. However, many online retailers make the fatal mistake of directing traffic from their PPC ad merely to their home page. This frustrates the consumer and leads to higher than average bounce rates. When you take the time to understand pay per click and split test different ads to see which ones bring the most customers to your website, PPC can be a very effective way of getting traffic and sales quickly.
If you have an online store or want to make money online, pay per click can be an excellent way to get your business off to a running start. A word of caution, it is best to start with a small ad budget amount until you learn what works and what doesn’t. Once you know which ads bring the most potential customers to your offer, you can increase and bid for the higher ranking PPC keywords.
Guest Blog Post by Bukie Opanuga, CEO, Modavate
The concept of promoting business by using landing pages is important, although some marketers still don’t fully grasp how they work. Landing pages accessed by PPC (pay per click), along with contact forms can help secure an email marketing list that really get results. However, proper implementation is essential.
If website visitors click on a PPC (pay per click) ad or a search engine result listing, they should be taken to what is known as a landing page. These pages can boost web traffic by allowing better conversion rates, and they are often used for SEO and marketing campaigns.
Contact forms are just as important as PPC and landing pages, and allow more effective communication with a target audience. Contact lists and landing pages can help you in several ways:
- Persuade site visitors to provide their email address, by running a competition, in which the email address must be supplied in order to enter.
- Enjoy better results from PPC and the landing page by employing a call to action approach.
- You can attract more site visitors by having a well designed and interesting landing page, using a web design company if necessary.
- Generate traffic by optimizing your landing page.
Landing pages coupled with PPC (pay per click) are the one-two punch for marketers who want to use email marketing to attract customers. By using a good web design firm as well as the tips above, you can get the most out of your landing pages and contact forms.