Posts tagged modern website
Lead generation comes down to one thing, and that’s incentive. The biggest mistake companies make when trying to generate new leads is not providing any incentive to consumers, or at least not enough incentive.
If you expect site visitors to make a commitment, even a seemingly small one like providing their email address, you need to be willing to give them something of value in return. Here are a few tips for making your lead generation process more of a “give and take” than a ”beg for contact info” situation.
Great Timing Improves Your Lead Generation
First of all, asking a consumer to make a commitment is all about hitting them with the request at the right time. It’s going to be a huge turn-off if someone comes to your website and is immediately confronted with a pop-up that asks for their email address—before they can even see the content they were seeking on your site. You may not even have to offer anything for free in return if the content you provide has value. Give users enough time to read or view the content, and then try to generate a lead.
Say the Right Thing
A lot of content on the Internet is fluff. Again, consumers are looking for value. If your content doesn’t provide any, why should the site visitor give you something of value in return? By providing useful and educational content, you give the reader a reason to reciprocate. To provide solid content, follow these suggestions:
- Don’t be wordy or confusing.
- Make use of imagery both by providing visual content, as well as by using bullet points and headings to make the text more readable.
- Provide a clear call-to-action so the reader knows what to do next.
Ask for the Right Thing
Another issue with lead generation is expecting the consumer to share too much. You might have no problem getting a name and email address, but having a lengthy form can hurt lead generation. Ask for only what you need rather than having tons of areas—but you just mark a few as required.
|No comments||This entry was posted by EIC Social Media Team on March 2, 2016 at 4:30 pm, and is filed under Content, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Users expect content to provide them with real substance and value. They also want the content to be packaged in a most attractive manner. This requires you to get to the meat of a topic, and doing so quickly. Otherwise, someone is more likely to leave your site to look for an infographic on the same subject.
How can you provide the kind of content users want?
- Use headings – a quick skim should let readers know where the most relevant information on the page is so they don’t need to read it all if they don’t have time.
- Use bullet points – bullet points and numbered lists cry “we’re the most valuable”
- Use images – images and infographics should do more than just give the consumer eye candy. Use graphics to make the point.
- Be educational – the reader should always feel like he or she has learned something.
- Write directly – if the user can’t understand your article; it provides zero value.
Simplifying Your Approach to Content
Sometimes we get in our own way when it comes to content. For example, did you notice how soon the first bullet points were provided in this article? That wasn’t an accident. If you had only a few seconds to read the content, you got the key points and felt like there was some value. If you continued reading, likely it’s because you know from those points some more useful info will be found ahead.
Try to follow that rule for your content. Share the main points in the simplest way possible, and then expound for readers who are interested—and still reading.
Why Substance Is Still of Value
Of course, your goal is to keep your reader on the page as long as possible. Doing so allows Google to see that your content is authoritative, and provides substance that continues to be vital. A cursory discussion that can be found on 100 other sites is not going to hold a reader’s interest. It calls for a delicate balance of skills.
- Simplicity of Presentation – Get the content out there in a way that doesn’t have the reader view the page as a waste of time, and cause him to move on.
Depth of Quality – Provide content with enough depth that readers stick around after they scan your headings and bullet points, and then read more.
|No comments||This entry was posted by EIC Social Media Team on February 24, 2016 at 4:30 pm, and is filed under Content. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Website Faux Pas: Don’t Let It Hurt Conversions
Periodically checking out the analytics on your site can provide you with some very telling figures. For example, your sales may have tapered, or even suddenly dropped off. Maybe the bounce rate has increased dramatically. What’s going wrong? Is there suddenly less demand for your products? Was the brand reputation sullied, causing consumers to migrate to a competitor? It may be something far more simple and easy to fix. Make sure you aren’t a victim of website faux pas and, if you are, that it isn’t hurting your conversion rate by chasing off customers. Here are some things to look out for.
The experience of site users is actually key to conversions. If your site is difficult to navigate, consumers can’t find the products they want with a few clicks or a simple search, or the shopping cart is complicated, you are likely to lose customers. When consumers encounter this, they will try and find the products they need at a more user-friendly site. Make sure that your site and cart are simple and intuitive for new users and repeat customers.
Also, even on a shopping site, users still expect high quality content. Make sure that the written and visual content on your site is top quality. There’s no room for spelling errors or blurry pictures. Double-checked content and high res photos and videos are a must. Make sure that your site looks and functions just as well for users of mobile devices, since that’s where many people are doing their online shopping.
Finally, be sure that you are giving consumers enough information to make an informed decision. This is a big part of the reason people love shopping online. They can see photos of a product from every side, view the exact specs, watch a video of it in use, and read user reviews. Product comparisons not only save consumers a lot of time, it encourages them to make your site their go-to site anytime they are shopping for items that they know little to nothing about.
In short, if your e-commerce site isn’t doing well, it could well be because of a website faux pas. It may be happening because your site needs to be more professional looking, while providing higher quality content and user engagement.
|No comments||This entry was posted by EIC Social Media Team on February 5, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Upgrading Your Shopping Cart – Keep It Working For You
We hope you enjoyed our previous article on how to drive sales with your shopping cart. We are happy to share more suggestions for upgrading your shopping cart with you. Consider the following:
It is important for your site to include a place for other customers to rate and give reviews. If someone is not sure about a purchase they still might be convinced to buy it—if they see the ratings and testimonials of others.
Make the final checkout buttons easy to find both at the bottom and the upper corners of the screen. People may get frustrated and give up if they cannot easily find the checkout section.
Give your customers the ability to save their wish list order for later. The potential customer may not be ready to purchase anything at that moment and is just looking. If this is the case, this feature allows the shopper to easily retrieve what they saved and make the purchase.
You will also want shoppers to be able to easily change or edit their shopping cart. If they want to remove an item from their cart, but cannot do so, they are more likely to abandon the whole cart than to purchase that item.
Once they have chosen their items, it can be beneficial for sales to show related items. They may not know about the related items, or, that they need other items, until they are shown the items. It’s the online shopping cart version of asking a fast-food customer: “do you want fries with that?”
So, what happens if the customer makes it all the way through the checkout process and is starting to second guess their choices? They might be thinking that they could get the product cheaper, if they did not have to pay for shipping. This is a good time to keep them interested by offering free shipping or an additional promotional code. Even if the special offers are small, it might be just enough to tip the scales in your favor. People love feeling like they got a great deal.
Just remember that shopping carts, like any part of a business, is a continuing work in progress. Upgrading your shopping cart is important because what is working for you now might not work for you later. So, keep an eye on your abandonment and conversion rates and make changes as necessary.
|No comments||This entry was posted by EIC Social Media Team on August 21, 2014 at 4:30 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
A website has graduated from being far more than just the static pages on the World Wide Web of the past. But now websites do so much more that just provide information. They also help us to interact with one another, and they have become a powerful business tool.
Rather than viewing a website as a project with a definitive beginning and ending, developers need to see websites as an ever-evolving environment. For a website to thrive, for business or social purposes, it has to be able to adjust with the times and keep up with both technology and society. What do consumers want? How do individuals want to be able to interact? What technology is available to turn consumer desires into reality? These questions must be answered, and then the answers have to be regularly reevaluated.
The mistake that many companies make is designing a website without a plan. This is an error that frequently leads to a complicated redesign later on. If your designer doesn’t know exactly what the site is supposed to do, there is no way to code it properly the first time simply for appearance’s sake. So what kind of information does your team need before they can start working on the site’s layout? It begins with the consumer. Who are you trying to reach with your product, service, or message? Next you need to think about your strategy for turning people who visit your website into customers. How will you be able to interact with them and vice versa? Consider the content that the site needs and how to make it easily accessible to the average visitor. Then you need to think about the interactions between your website and your social media sites.
By applying these principles, you can turn a website into a genuine business asset, regardless of the size of your company. Otherwise, your website really will just become a bunch of linked web pages on a common topic and nothing more. Don’t let an outdated definition keep your website from reaching its full potential as an interactive business tool.
|No comments||This entry was posted by EIC Social Media Team on November 11, 2013 at 1:04 pm, and is filed under Marketing Strategies, Online Personalization. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|