Science behind Visual Content

Science behind Visual Content

Before we start, here are a few facts for you (backed by science and market research, naturally):

  • 30% of collective internet usage is currently dedicated to social media use and interaction
  • 65% of all humans are visual learners
  • Everyone loves memes

Ok, that last point may not be as relevant as the other two, so we’ll get to that later, but the fact remains that with statistics like that, it’s hard to ignore just how essential visual content is to marketing your brand online.

You must have experienced this for yourself numerous times. While a lot of people simply can’t be bothered to read a lengthy article, they are more than happy to open a photo (or series of photos), GIF, video, or the like. Even infographics can be pretty attention-grabbing in their own right.

Which leads us to the question: How can you use visual content to improve your branding online? Like anything else, there are some rules to this, though we prefer to call them tricks of the trade.

1) Write Less, Visualize More

Instead of a lengthy paragraph, why not shorten it to a few lines on an image? Similarly, graphs and pie charts are much more effective than long descriptions and statistics. Keep it short and concise- less content for a wider reach.

2) How Often Should I Post?

Hardly anyone enjoys being overwhelmed by updates, even if there are from a popular person or brand. Post consistently, but not overtly. Make a schedule and post updates accordingly. It appeals to our human need for routine- even if only subconsciously.

3) Put the Fun in Funny

Everyone enjoys a play on words, a reference to pop culture or (you guessed it) memes. There is a reason why entertaining content is continually going viral. People love a momentary distraction or a bit of a laugh. That being said, using humor excessively or unnecessarily will not gain you any favors; so use it wisely, but use it.

4) Consistency in Color and Font

This is essential for brand recall. People need to be able to associate that particular font and color with your brand in order for it to be effective. Choose a font that works well for you, ditto for the colors, and stick to it.

5) Optimize as per the Platform

Every platform of social media these days has its own specifications for image dimensions. Make sure your image is the right size for that platform for maximum impact.

6) Appeal to the Human in Me

If Facebook has taught us anything, it’s that we love the human touch and getting involved. Post wishes on festivals, share condolences when there has been a disaster, share photos of the company annual day. Humanize your brand.

7) Make the Grid Work for You

When it comes to breakdown of information, you can’t beat the grid. They are masters of order and proportion and, scientifically, they just work.

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Want Optimised Landing Pages? Focus on Re-targeting

Optimised Landing Pages

Every marketer is aware of the fact that close to 98% of the people who visit their website are not ready to buy. Forget about calculating the number of conversions, sometimes they are not even ready to fill out the form they see on your landing page.

Let’s take a look at what Ochremedia has to say about these issues and how they can be handled.

This marketing automation tool helps you keep your brand in front of your potential clients’ eyes, even after they have left your website and their shopping carts, by convincing them to reconsider your offer later on. A retargeting campaign should basically have two goals:

  1. To increase brand awareness

You can use a retargeting software to pursue the people who have insufficiently interacted with your online business in order to inform them about your products and other company announcements. An awareness campaign can be an excellent precursor of your conversion campaign.

  1. To boost conversion rate

If you want to benefit from an efficient retargeting campaign that increases your conversion rate, you should target your audience to help them recognize your brand. The next step is clicking on the ad, which will take the consumers back to your website and profit of your limited and unique offer. Just remember that in this process, it’s crucial to lead them to a relevant and useful landing page which will convince them to convert.

Retargeting ensures that most visitors who leave your website without taking any action, come back and buy something when the time is right for them. Although retargeting has become fairly successful nowadays, it still lacks an important ingredient: landing page optimization. No matter what your retargeting goal is, your ads and the landing pages they lead to must be optimized to help visitors re-connect with your brand.

Optimized landing pages will be correlated with the message in your ad, thus, all distractions from your offer disappear. This is the only way to convince your visitors to click on your call-to-action (CTA) button. When someone who’s been retargeted decides to return to your website, he wants to see exactly what he was promised, not the homepage which is cluttered with general information.

If you want to start a successful retargeting campaign, this is how your landing page should look like:

  1. It shouldn’t be cluttered.
  2. The message needs to be convincing, clear, and have a strong connection with your ad.


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Pinterest Brings You Good News With New Re-Targeting Options And More!

Pinterest Updates

Pinterest is working hard to evolve their business model and develop the platform into a key hub for eCommerce. Over the past twelve months, the platform has released a range of new, business-focused tools, including native video, improved discovery tools and advanced ad tracking capabilities to better link on-platform activity to off-line purchases.

One of the most significant advances on this front was the introduction of remarketing and lookalike audience tools, which Pinterest unveiled back in June.

Pinterest Announces New Re-Targeting Options, Boosting Advertiser Potential | Social Media Today

For all those of you who are ardent pinners and have your business thriving on fellow pinners, we bring you some very good news, courtesy of Social Media Today.

Adding the capacity to re-target interested audiences is important – as has been demonstrated by the success ofsimilar tools on other platforms, reaching out to consumers who’ve already signaled some level of interest in your products, even by simply visiting your site, can be an extremely effective option.

And Pinterest has already found the same – according to Frank Fumarola from Pinterest’s product team:

“…advertisers using [Pinterest’s new targeting tools] have seen an 80% increase in clickthrough rates to their websites.”

The new targeting options have been so successful in fact that Pinterest is adding three new ways to help brands better target and focus their ad efforts.

Here’s what they’ve announced.

1. Engagement Targeting

The first new option will give advertisers the ability to target people who’ve interacted with their Pins, with the capacity to pinpoint specific engagement options – e.g. people who’ve saved a Pin, people who’ve re-Pinned a certain product.

For example, if someone saved your after school snack ideas, you could retarget them in the future with birthday party treats.”

The option will help advertisers reach users who are more likely to be responsive to their messaging, and ultimately more likely to spend. According to Pinterest’s data, people who engage with Pins are 2.2x more likely to make a purchase with that brand in the proceeding 30 days, while 87% have made a purchase after finding a product they liked on the platform.

2. Updated Website Tag

Pinterest is also updating their website tag to enable businesses to track more actions by their website visitors with which to target them on the platform.

“The Pinterest tag identifies 9 events – including signups, add to carts and purchases – allowing you to target people in more creative and effective ways. For example, you can find people who purchased running shoes from your site and offer them new exercise gear, or you can give someone that extra nudge to buy the sweater they added to their cart before the weather turns chilly.”

Given that 93% of active Pinners use the platform to plan purchases (according to research for Millward Brown), adding additional qualifiers to this type of ad targeting could prove very effective, enabling brands to better personalize and focus their outreach efforts.

The full list of events you can track with Pinterest’s new tag (as noted by Search Engine Jornal) are:

  • Page Visits: People who’ve visited one of your primary pages (e.g., a product page or article).
  • View Category: People who’ve visited your category pages.
  • Search: People who’ve searched on your website for products or store locations.
  • Add to Cart: People who’ve added items to their shopping cart on your page.
  • Checkout: People who’ve completed a purchase.
  • Watch Video: People who’ve watched your videos.
  • Signup: People who’ve signed up for your product or service.
  • Lead: People who’ve shown interest in your product or service.
  • Custom: A special event you want to include in your conversion reporting.

3. “Actalike” Audiences

Pinterest has also announced that their “lookalike” audiences will now be called “actalike” audiences.

“We’ve renamed lookalikes to actalikes because the audiences you target on Pinterest don’t just looksimilar, theyactsimilar too.”


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What Happens You Put I and We For Your Brand?

I and We For your Brand

You are the voice of your brand when it comes to social media. It is now your decision as to how you address your fans, using the pronoun ‘I’ or ‘we’. Both the scenarios have their pros and cons. Below is a an analysis done by Likeable which will help you decide.

Using the Personal Pronoun ‘I’


Using the pronoun ‘I’ may be the best decision for your company voice.  It assists in building repertoire, and interacting on a first-name basis, both from the corporate level and from the customer’s perspective, can create a stronger connection. When responding this way, some representatives choose to sign using a name, which allows customers to directly identify who they are speaking with. Some customers have been known to come back to the brand asking for the first representative who spoke to them by name, since they already have a relationship with this individual.  First-person perspective can assist readers in feeling like a participant in the conversation as opposed to being spoken at.


Some customers may not delight in being on a first name basis with a brand. First-person regard connotes truth, intimacy and authenticity. While some may appreciate this, it may turn others away. If there are only a few people working on your brand and responding to the majority of fans and customers, this can be seen as negative. Customers may assume there isn’t enough support on the brand side and become frustrated.  Some legal considerations can prohibit getting more personal in copy or identifying individuals.

Using the Personal Pronoun ‘We’


When responding on behalf of your brand, the right decision may be to use the language ‘we.’ Responding in an overarching way like this is more authoritative. When making announcements on social media or delivering big news or apologies, it should more likely come from the brand overall as opposed to a specific individual or person.


Using this language is more distant. The focus can be brought away from personal experience and linger more on business. Fans can start to feel like their individual complaints or thoughts are not important to the brand, and they may start to feel like they aren’t being heard.

Using Both “I” and “We” Together

Perhaps your brand would feel best if there was a mix of both, as some brands have done in the past.


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The Five Whys That Tell You Why

Five Whys

When you are a web design profession you should be prepared for all sorts of topsy turvy questions, some of them good, some of them bad and some of them that won’t make that much of a difference to the client at the end of the day.

Life has given you lemons make some lemonade and tell the world that you are an expert in what you do.

This is the part where you use your Five Whys, to get a clear picture of what your client’s problem is and how you need to go about solving it.

Let’s take a look at how to make use of thee magic questions to get to the heart of the problem and have a happy customer at the end of it.

The two words no designer wants to hear, “I need”

Here are a few examples of the “I need” request.

More often than not some people come up to you and bluntly ask for a website that is just like another online shop in terms of design and functionality. If you’re having a good day they will go ahead and ask for a pretty basic feature such as social sharing, or features that won’t really prove helpful for bringing in conversions or enhance consumer experience (infinite scrolling), or even request for conversion blocking features such as extra required fields on the cart page, while a configuration change in the admin would have things working just fine.

Professionally speaking “I need” is not the ideal way to get talking with a client. A designer would want to speak to the client in detail and decipher what they really want so that he can put his skills to use and come up with suggestions and better options. Blindly doing what the client asks for would lead to a waste of time and money. Instead you can give them a solution that will actually help their cause.

The Five Whys

This is a great combat technique when it comes to addressing the ‘I need’ requests. With this you can figure out and pin point what exactly your client needs.

Let’s take a look at an example

Request – “I need to add five more slides to my slideshow.”

  1. Why? “Because I want all my products to be showcased.”
  2. Why? “Because I don’t customers to miss out on items they may like.”
  3. Why? “Because I want to every opportunity to make a sale.”
  4. Why? “Because I want to bring in more sales.”
  5. Why? “Because I want to get gold teeth and engrave my initials on the incisors.”

Within a minute you have an idea of what it’s going to take to accomplish the final goal. The more questions you ask the closer you get to the real reason behind the request and simultaneously get closer to the solution as well.

It’s time to look at every question and figure out how to address the client’s needs.

“Because I want all my products to be showcased.”

A slideshow wouldn’t serve best if you want to feature all your products, because let’s face it a viewer’s attention span ends with the first slide. Instead you can look for other means, like introducing a sub navigation page or taking better advantage of product tags. You can make better, the search function on the site. You can also put in the featured products and collections on the home page.

“Because I don’t customers to miss out on items they may like.”

It’s a sure fact that you can have a more targeted audience here. You can use options that will enable users to add related items to the cart like “You might also like” and “Customers who bought this also liked” sections. You can avail the services of some awesome apps that will help you deliver personalized recommendations all through your website so as to ensure that customers don’t miss out on content, particularly content that is relevant to them.

Now you may be worried about your abandoned cart notifications. Fret not, even that can be put to good use, by including product recommendations on your various shop notifications. You can also include personalized recommendations in newsletters that you send out. And what’s more, all of this is will prove more effective than having five slides in your slideshow.

“Because I want to every opportunity to make a sale.”

To start with, let’s take a look at your site analytics and user testing, so that we know where your customers are leaving the website before becoming a customer. The issue may not be whether they are seeing your content or not. The likely possibilities for this happening are, the way the site is displayed on the mobile, or shipping rates. In such cases you could try pricing strategies, sales and bundles.

“Because I want to bring in more sales.”

You have a bounty of options when it comes to increasing sales. You can work on the copy write, photography, SEO, increasing the speed of your website, making it more mobile friendly. You can take this opportunity to spruce up your marketing strategy as well.

“Because I want to get gold teeth and engrave my initials on the incisors.”

Ok nice may be taking the situation way over board, but hey it is a possibility!

Getting to the Root of the Problem

Every design team is different. You have two kinds of developers here, one that appreciates the directions given and follow them to the t and the other who actually want to understand why. Like every other problem, this request of ‘I need’ also has a root system of attendant design and development decisions. In such situations understanding why the client wants that particular change to be made will help make decisions that tend to those goals.

At this point of time it would be advisable for you to put in a word to client stating that you will not drop the ‘why bomb’ 5 times. It will be used only when in dire need of knowing the reason for change only for the sake of acting towards it effectively.

Try a different approach by explaining to the client the difference between communicating a good feedback and a bad feedback. For example

  • Bad feedback: “Move this to the top, make it bigger and brighter.”
  • Great Feedback: “We want our customers to see this as soon as they visit our page, would it be possible to highlight it in any way?”

Clients who ask these questions result in requests that can actually be fulfilled.


The five whys will help a designer solve real problems. This way you can work with your clients to achieve goals as opposed to typing out codes and invoicing for hours. You get an opportunity to demonstrate your expertise and strengthen client relationships!

And Scene!

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