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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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.

Finally

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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Are You Well Versed With Your Brand DNA?

Brand DNA

Ever wonder why certain brands are favorites among the crowd? That is because brands like Apple, Wal-Mart, BMW, etc are consistent in what they offer to their customers in all aspects.

It is quite important to extend your brand’s consistency to your audience if you are using the digital marketing platform. This can be done by incorporating your brand’s features in you social media campaigns, apps and website alike. Social Media Explorer has explained the importance of knowing your brand inside out.

It’s about understanding your brand’s DNA. This is the core experience your brand delivers to consumers. And it’s hard to pinpoint sometimes because it might be an idea or a feeling, not a tangible thing. Apple fans might say the brand delivers innovation in technology, innovation in design or even a supreme user experience. But for many Apple fans, the brand delivers a feeling of sophistication, of elegance, of style. They feel like a more refined person because they own a Mac.

The DNA of this blog is that of the instigator. The disruptor. We call it like we see it and call those out who aren’t doing it right. That has been the unwritten promise of Social Media Explorer.

Deviating from that DNA would be a mistake.

That’s why I was tickled the first time I chatted with Drew Neisser about taking over control of the site. Not only did he want to know the backstory of SME, but he wanted to build the direction of it around that. Drew gets it. And he gets you. He knows why you’re here. And he plans on delivering on that promise.

And yeah … I’ll be around, too.

So let that serve as an all points bulletin to the snake oil salesmen, self-promotional blowhards and social media douchebags out there. The naysayers and social media skeptics should pay attention, too. Social Media Explorer won’t let you over-promise and under-deliver. It also won’t let you write off a good thing.

SME explores the new with a mindful eye on driving your business. SME analyzes the world with the intent of sharing learning to improve your business. SME holds accountable those who influence businesses about social marketing to protect your business.

It’s in our DNA and our audience demands it.

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The Phantom 4 That Will Give You An Epic Web Form

Epic Web Form

Yay! Someone just clicked on your ad on Facebook! Well to keep that excitement going the next task at hand is to ensure that the prospective customer completes the form on your landing page.

Web forms are the gateway after passing through which the user becomes a member. It’s where all the action takes place.

Sometimes that may not be the case. users may just click out even without filling the form. Now you must be wondering as to why this is happening. Cluttered, long and extraneous questions that make a simple interaction are the answer to your question.

So, how can you build a better web form? Here are some tips listed by Social Media Today.

1. Keep the page uncluttered

Your web form’s purpose is to allow users to complete the desired task – so you need to make it as easy as possible for them to do so.

Include only the most important information and keep it as brief as possible. Include some white space in the form’s design; it makes it form “feel” uncluttered.

Graham Charlton of EConsultancy lists this form from Geeklist as an example of a great web form. It’s clean, simple, and gets the job done.

4 Tips to Create an Epic Web Form | Social Media Today

2. Don’t ask for too much information

Drop-off rates increase as you include more extraneous questions and fields. Of course, you want to get know as much as you can about your users via your form, but only include necessary questions.

“This is probably one of the most common problems out there: you want 12 pieces of information from your visitor, and they’re only willing to give you two. This comes down to having a thorough internal discussion about which fields you absolutely require and which could be removed,” says Ian Everdell of Mediative.

What’s the optimum number of fields? If you can have only three or four, your completion numbers will be higher.

Really, really want more information about your users? Everdell says, “If you have a CRM system that ties into your web forms, it likely has some sort of progressive profiling feature built in. When a visitor comes to your site and converts multiple times (e.g., downloading several white papers), they’re presented with different fields on each form. This lets you collect, say, ten pieces of information while only asking your visitor for four at any given time.”

3. Make it easy

There are a lot of ways to make forms easier for users.

Make sure that the length of a field is appropriate for the type of data it will contain – a postal code, for example, should be 5 characters long.

Make it clear which fields are required and which are optional.

Research shows that the best place to put labels depends on how familiar the form is. In a familiar form, such as one to sign-up for an event or to buy a t-shirt, put the labels above the fields. In an unfamiliar or very complex form, put the labels to the left of the fields.

Keep related questions together. Everdell says, “Grouping related fields together gives the visitor the opportunity to scan the groups and get a high level sense of what is required; however, only use the minimum number of visual elements necessary to communicate useful relationships.”

Fields should auto-fill when possible. It’s easier for a user if the postal code auto-fills after they put in their street address and city. A credit card number can automatically fill the credit card type field with “Visa” or “Mastercard.”

Provide help to your user if you think they’ll need it. This is especially useful “when asking for unfamiliar data, when the user may question why the data is being collected, or there are recommended ways of providing the data,” says Everdell. But don’t give too much help. Indeed, Everdell says that if you want to offer a lot of help or tips on a form, “consider exposing them only when the visitor reaches that field (e.g., tooltips) or clicks on a help icon.”

Allow for tabbing between fields. Users expect to be able to do this now.

Everdell says, “Provide direct feedback as data is entered – use inline validation to verify input and suggest valid input if errors are found… Show errors at the top of the page and at the place where the error occurred. Make sure that they are visually distinct. Provide error messages that help the visitor understand what went wrong and how to fix it.”

4. Create a stellar “thank you” page

Your ‘Thank You” page and follow up email are just as important as the form itself. Unfortunately, they’re often an afterthought.

Be creative and make people feel good about the action they just took. Use video, images, and make it personalized. A ‘Thank You’ page is not only polite, but also continues the interaction between you and your user.

“It’s an important page because it is one of the few times you have the hyper-focused attention of your donors as they wait for their credit card payment to be processed and confirmed.

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