Marketing Strategy for Ecommerce

How to Plan an Inbound Marketing Strategy for Ecommerce?

Inbound marketing is a set of marketing tactics and techniques concentrated on utilizing content relevant strategies to current and prospective purchasers and then pulling them toward a business and its products.

A dominant characteristic of it is that inbound marketing isn’t just one tool, one technique or even a single campaign. Rather, it is a group of on-going activities that, when completed successfully, create highly visible scalable revenue driver.

In recent years, there was a big shift in consumer behavior. Almost 80% of Americans shop online, and the rest of the world will soon follow. People purchase things through their smartphones more and more. Such trends mean that the eCommerce world is becoming more accessible, faster, and takes place over a broader variety of platforms and devices. The final conclusion is that inbound marketing is the one marketing approach that empowers eCommerce businesses to scale engagement with prospective and current consumers. The goals of inbound marketing include:

  • Increased number of visitors.
  • Bigger lifetime value.
  • Increased average order value.
  • Increased conversion rates.

Want to know how to plan your inbound marketing strategy? Read on and find out!

Set up your website

Selling anything online start with a place to sell it – your eCommerce website. If you are going with bare essentials, you can sell from marketplaces such as Amazon, eBay, or Etsy. Here, all that you will need is to create a profile.  Their only disadvantage is that you won’t be able to accurately track conversions and build your own brand.

For high-quality hosted eCommerce platforms, you can use Shopify, Wix, Weebly or Squarespace. Other than that, you can set up your own eCommerce website with WooCommerce or WordPress.

All aforementioned options can give you a nice technical foundation with quick, easy setup. They will also enable you to incorporate a customized design – “theme”. Themes enable you to have a website that looks good and acts fast, while you don’t have to spend months of effort and large sums of money on building them.

Developing a store on an already established platform allows you to implement a unique and easy-to-build design.

Organic search and search engine optimization

While there is a broad range of paid traffic, a successful SEO strategy is always a pure win. Yet, most website owners fail to realize the sheer amount of traffic that Google organic search can create. It just needs to execute in the right context.

Google processes over 63 thousand searches per second on a daily basis. For the majority of queries, most of the clicks go to organic results. Everyone knows that AdWords campaigns for commercial keywords are quite costly. That’s a price you don’t have to pay when you rank in the organic results.

SEO consists of three parts.

Part one – Technical SEO. This one is all about ensuring that search engine bots/web crawlers crawl through and index your website appropriately. About not having numerous duplicate contents. If you choose a platform like Shopify or a self-hosted store with WordPress, these problems will be already solved for you. Different platforms may still need an SEO technical audit.

Part two – Optimization and on-page content. Here, it all about targeting the right keywords and making sure that your website is created in a coherent way that search engines and users visiting your website understand. Its crucial components are keyword research, keyword mapping, title tags, and meta descriptions. For an eCommerce website, you can create different pieces of content that will bring visitors, like purchasing guides, How To’s, Product comparison or Category pages.

Part three- Off-page factors. In this part, we need to get a link, while understanding that not all links are equal. Black-hat tactics, like purchasing links will actually harm your SEO efforts. High-quality links placed on websites with authority or that are popular are a dominant factor for increased visibility in search results.

Social aspect

If SEO has its place in inbound marketing for eCommerce, social media platforms stand in its close proximity. These platforms are a part of the initial phase where you’re attracting people to your website and convert them into leads.  You get to talk to millions of people, without needing to pay a dime, and even if you want to work with affiliate sites you can find the best Affiliate marketing strategies 2020 in this site online.

Besides attracting new people, social media are an excellent way of promoting your brand, interacting with any potential customers online, and most importantly, building your brand’s authority. Another way of building a brand’s credibility is through using phone systems for small businesses.

Almost every human on this planet has a habit of calling a company whenever they have an issue or a question for it. A big part of your inbound marketing strategy is creating an image of your business that says – I’m reliable, I have credible information you can trust.

Although social media experts try to make it all sound like rocket science, it actually isn’t that hard. Know where your audience is. You don’t have to omnipresent on just about every social media platform. Concise and direct interactions are where the magic happens and you build relationships with your audience.

Choose a single or two that will impact your audience, sales, links and brand awareness. Automate other profiles to save time and set up alerts to “listen” when not actively participating.

Focused pages

Now you need to create high-quality concentrated pages to receive sales. In addition to your About page, Home page, and Privacy page, you will need landing pages.

Landing pages aren’t complex – they are just places where visitors can land and make a purchase. Nobody cares about or even looks at your homepage. A homepage is for people who already know your business and are just navigating around.

Landing pages are for potential or returning visitors to land on and convert. Before creating all other website pages, you will need to develop focused landing pages that sell a single or all of these things:

  • Offer specific – Such pages are about the product info. They might be just a product page, but also a category or specific landing page for a bundle. The end-goal here is selling to people at the very bottom of the marketing funnel – where customers are most likely to convert.
  • Persona specific – That is all about the product benefits to those that you sell them to. Again, they might be a product page, a category page or a specific landing page for a bundle.

In conclusion. Remember that every part of this strategy needs to be measured, interpreted and analyzed in order to increase its effectiveness. There are numerous ways to gather reports and filter your visitor data. Google analytics is one of the ways, that lets you combine data into a single-screen layout that show the varying degrees of visitor marketing data and depth of the sales funnel.

From Visitor to Customer: 5 Website Design Tips to Help You Bridge the Gap

Photo by Jens Kreuter on Unsplash

As increasingly available information makes it easier for businesses, graphic designers, and web developers to create more efficient and striking websites, a large number of professionals are providing ever-more innovative platforms for their clients and customers to use online.

Mastering the essentials of web design can take time, of course, but the benefits of top-tier web design to Google search result placement and customer conversion rates can be truly outstanding: A good website in 2019 doesn’t just look great, its custom design will also turn site visitors into long-term customers.

Here are just 5 website design tips that can help your business achieve stunning results, and why they might just make 2019 a banner year for your company.

1. Hick’s Law

For many web designers, the question of how much content to include on a website is a considerable one: Keep site design too simple, the thinking goes, and a customer may not understand what the website is intended to do or where essential information is located in a site’s architecture. Make a site too complicated, and users may become bogged down by the sheer number and variety of choices that they will encounter.

Web designers often deal with this question by employing Hick’s law, which says that the more decisions a person must grapple with, the longer they will take to make a decision.

Named for the English psychologist W.E. Hick and his studies on the way in which people make choices over a given period of time, the law is now used to determine everything from website design principles to Fortune 500 marketing strategies. By using Hick’s law, you will be making it easy for customers to choose and purchase the products or services that your company provides.

To implement the principles of Hick’s law, try streamlining your site to include only the most relevant information that customers will need to choose a product or service. For a site like Google, whose customers simply want to search for websites, that can mean a minimalistic approach that includes a simple search bar, an easy-to-load graphic, and a plain white background.

For Amazon or eBay, employing Hick’s law means breaking down products into specific categories so that site visitors do not become overwhelmed by the sheer amount of information available to them.

2. Responsive Web Design

As an increasing number of mobile app-based businesses such as Instagram take the online marketplace by storm, more and more business leaders are wondering if they should emphasize the development of a mobile-based app platform over a traditional website.

Of course, there are certainly benefits to both paths, but there are some seriously compelling reasons to move a business forward with responsive web design as a priority.

Photo by Ben Kolde on Unsplash

One such reason is that many customers prefer websites over having mobile apps for every single store. More often than not, the question of whether to shift a company’s focus towards mobile app development or put primary web development effort into creating a dynamic website is largely a question of what goals the company aims to achieve in the long-term.

A business that shares user-generated content or links customers to service providers (Uber being a prime example) may find that a mobile app is an optimum platform for achieving their aims. A site that provides extensive information about products or services such as Amazon might delegate more time to maintain a responsive website that automatically scales elements depending on what platform the user accesses it from. It will display more information on PC, and less on the phone to ensure intuitive navigation and ease of access.

3. Content Placement

It is no secret that great site design draws more views from potential and actual customers and that these views can benefit a company’s Google search rankings. So how exactly does one create content that attracts customers while keeping such information visually appealing?

To answer this question, we can actually draw on aesthetic principles that have been around since well before the great Renaissance artists codified concepts of design beauty that we still use today. These principles can be broken down into three main categories: F-shaped pattern design; Z-shaped pattern design; and the Rule of Thirds.

The F- and Z-patterns central to graphic design are fairly simple concepts and relate to how information in visual design can be connected by the “direction” of elements within a visual composition. In fact, you’ve probably seen these design elements every time you’ve accessed a major website or mobile app: Most news websites use the “F-shape” design element by framing information through a headline, sub-headline, and sidebar to the viewer’s left, letting the eye rest on the strong “F” shape created by the lines of text.

The Z-pattern involves a similar design concept to the F-pattern: By drawing a “line” at an angle across the “frame” of a website from the right side of a top border to the left side of a lower border, a viewer’s eyes will naturally be drawn to new information in the lower right-hand field of their vision. This is why so many sites place important links such as purchase buttons on the lower right-hand side of a website screen.

One of the most important elements of visual design in history, the Rule of Thirds states that the human eye is attracted to visual compositions that are divisible by thirds. Most of us actually encounter this rule at any time we see a great painting or watch a movie.

At its heart, the Rule of Thirds is what enables our vision to feel “at rest” when viewing a piece of visual art. Something about the use of design divisible into three parts connotes a feeling of balance in the viewer, and such divisibility is a powerful tool for web developers and graphic designers to use.

4. Security Measures

One of the most important ways for web designers and company to build trust with potential customers is to use cutting-edge security measures to protect customer and client information. In 2019, companies need to be their customers’ first wall of defense from identity thieves if they want to take their business to the next level.

Source

Indeed, whether customers are simply providing their email addresses for company newsletters or are using credit or debit cards to purchase a product or service, make sure that your site design includes a good security apparatus to protect customers from identity thieves. The right security measures can truly strengthen long-term customer relationships in a way that few other elements of site design can!

5. The Right Colors

If you’ve ever spent time on Instagram, you know that a major component of the effective graphic design is the use of the right colors to convey a company’s core message and philosophy. A business like Playdoh (@playdoh) creates a graphic design twist on an old children’s favorite with their Instagram account by employing strong primary colors evocative of childhood wonder and playfulness.

To convey a sense of strength and teamwork, on the other hand, the Nike Instagram account (@nike) employs simple reds and blues to suggest self-confidence and achievement. When choosing colors to accent your web design, try picking shades that match your company’s or client’s core values. The right color design will really impress customers and take your site to the next level!

For these reasons, striking the right balance with web design can increase customer conversion rates in ways that few other initiatives can. Whether it’s via the implementation of Hick’s law or by striving to protect customer information from identity thieves, good website design is sure to bring more site visitors into the fold of long-term customers and clients. And that is truly web design at its best!

Most Common Website Errors 2019

5 Reasons No One Visits Your Website (and how to change that)

Most Common Website Errors 2019

In the modern day business world, it’s obvious that no company can survive or thrive without a strong web presence. But simply throwing some pretty HTML onto a server isn’t enough to guarantee success, especially in competitive industries that are full of tech-savvy entrepreneurs.

When you start your very first online venture, you might presume that you get to sit back and watch a large audience of consumers rush to your website. But pretty quickly you’ll find that gaining and maintaining a user base is a hard job that requires a great deal of time, effort, and creativity.

This article runs through five of the most common mistakes that website owners make and provides the steps to take to get your online business on the path to success.

1- Think More Like a Customer

Time is a person’s most precious commodity and you need to keep that in mind when designing your business plan and the website that will accompany it. Before you sit down to write a single line of code, think about how you plan to add value to your customers’ daily lives.

Once your focus has been set and vetted by others, go about building a website that supports that vision while keeping the user experience as simple and streamlined as possible. You want customers to be able to navigate your web pages easily and find the information and services they care about as quickly as possible.

One mistake that a lot of websites make is to devote too much real estate to advertisements. This can be tempting, as display ads often serve as a new company’s primary form of income. But if you flood your pages with annoying ads, you’ll end up distracting visitors and risk losing their business altogether.

2 – Optimize Better for Search Engines

Most Common Website Errors 2019

The discussion around search engine optimization (SEO) reached a peak in the past decade, but it still remains a critical topic to consider when building and launching a new website. If your business provides a unique product or service, there’s a good chance the potential customers are using Google and other search engines look for it.

The basics of SEO are all about making the text content on your web pages simple, clear, and searchable. Do not try and trick search engines by creating bulk pages with fake content, as this will actually cause your website to be demoted within search rankings. Instead, do research on what search terms are most relevant to your business and work them in naturally to your branding content.

3 – Find a Reliable Host

Most Common Website Errors 2019

The quickest way to lose customers and visitors is to have a website that is routinely down or delivering poor performance. Today’s internet users expect services to be available around the clock with response times of a second or less. Otherwise they will simply move on to a competitor.

Considering the rush of companies hawking the service, finding a reliable web host is not something to leave to chance or a coin flip. There are actual performance metrics that can be measured across various providers that allow analysis of the results to identify the best value. In a study conducted by Hosting Canada results showed that average loading times across hosts varied from 17500ms down to all the way to 475ms without much variation in price.

It may be tempting to make your cloud host selection based on price alone, especially because you can find some companies that will offer free or low-cost solutions. But be sure to question everything you see, because when it comes to hosting providers, additional features always cost extra. There are even detailed guides about how to get more from your customers.

For example, the basic plans for a lot of low-cost providers often comes with limited storage space or bandwidth allowances. Or you might sign up for a host and find out that adding a security certificate will cost you hundreds of dollars per year.

4 – Use Multimedia the Right Way

Most Common Website Errors 2019

Thanks to higher broadband speeds across the globe, website developers have the option to embed graphics, audio, and video while trusting that their customers will be able to stream it easily. This opens a range of opportunities that can help a business grow and attract a new audience.

When it comes to adding videos to a homepage or landing page, make sure they align to your branding strategy without being obtrusive to visitors. Research has found that marketing videos are a good way of introducing a new product or service on a website, as it creates a more memorable experience than text in a press release.

Videos on your website should always tell a story. They open up a creative outlet for you to let customers see inside your business and understand the work you do.

5- Listen to the Smart Metrics

In order to truly evaluate the performance of your website and business, you need to spend time gathering and analyzing the right types of metrics. Obviously sales numbers and profit margins are an easy way to evaluate financial performance, but in terms of web traffic patterns, you will need to dig deeper.

For example, you’ll want to use an analytics tool to capture information about how your customers get to your website and what they do once they are there. A successful conversion means that you’ve attracted a user to a page and convinced them to perform an action, like subscribing to a mailing list or purchasing a product.

Studying analytics data is important both in good times and bad. If you see a sudden spike in your website’s traffic, you will want to look closer to see what caused it and how you can capitalize. On the other hand, if you find that visitors are routinely staying on your website for less than a minute and never coming back, you’ll want to understand why that might be.

Small businesses don’t have the ability to talk to every customer about their needs and desires. Fortunately, analytics can translate this into data and help companies grow faster than ever.

Final Thought

We’ll leave you with this. The world has evolved far beyond the stage where you can draw visitors simply by putting up a website. There are around 1.8 billion of the things out there. If that makes you think you’ll have to be proactive in order to grab some attention, you’re right. Good luck!

Why You Shouldn’t Disregard Parallax Scrolling Yet

Parallax Scrolling for Web Design

Parallax scrolling was all the rage a few years ago, but designers quickly realized it has pros and cons. Parallax scrolling offers a three-dimensional look where some background elements move at a different speed or in a separate direction than other factors in the foreground. Think of a slowed down bit of video footage and then a real-time speed video in the front as just one example.

While using parallaxing for web design still has a few challenges, you shouldn’t disregard it as a viable option for grabbing user attention just yet — here are seven reasons why.

1. Parallaxing Isn’t New

The technique of parallaxing isn’t a new technique itself — Walt Disney used this technique to create movies such as “Bambi” and “Snow White.” Parallaxing appears in Mario Kart, Sonic the Hedgehog and Street Fighter. Think about the way Mario moves at a faster speed while the background scrolls more slowly, and you’ll get a good idea of what parallaxing looks like.

parallax scrolling for web design

Every Last Drop is an example of a website using parallax scrolling to grab user interest. The site educates UK consumers on how much water people use in a typical day. The image starts with a cartoon character sleeping and a night sky in the upper header. As you scroll, the background changes, the sun rises and the character wakes up. The website shares facts along the way about water usage.

2. Parallax Is Fun

Parallax is a lot of fun for users, making your site stand out from the competition and educating consumers in a unique way. However, it doesn’t seem to impact the effectiveness of your site. In one university study, researchers discovered that while participants liked parallax scrolling, they also didn’t find it necessary to use the site.

3. Add Visual Interest

People visit dozens of websites every week, so anything you can do to stand out from those other sites makes your brand more interesting to the user. You don’t have to create an entire animation for your parallax scrolling to be effective, either. Simple changes are sometimes the most powerful.

SK Builders offers a subtle type of parallax scrolling on their landing page that effectively shows the outside of one of their beautiful homes. As the user scrolls, a horizontal collection of images of the inside of that home appear. Because of the parallax scrolling, the larger image fades away more slowly, making the outside of the home still visible as you peruse the inside.

4. Stimulate Users

The animation and sense of depth of parallax scrolling stimulate users and gets them excited about your brand. The stimulation is likely the reason why those in the research group described parallax scrolling used on websites as “fun.”

Think about the message you want for your brand. If your message is that your brand is young and interesting, parallaxing helps underline that image.

5. Grabs Attention

You can use parallax scrolling in many unique ways. The first example we looked at used a changing scene and the second a downward motion with the top image at a slower speed. You can also move images sideways or zoom in and out. So, you can utilize parallax in several ways to grab the attention of those who land on your page.

The Boat does an excellent job of taking a story, animating it and using parallax scrolling to go through the various chapters as the action builds. The animation used is minor but adds to the overall impact of the tale. Using parallax scrolling allows an author or brand to grab the user from the minute they land on their website. The site also uses sound effects to set the scene even further.

6. Leads to Longer Page Views

Your page’s bounce rate should be under 55 percent if you want an average speed, but a lot of factors play into the success of your page, including the time a visitor spends viewing your page before bouncing away.

Parallax grabs the user’s interest and encourages them to stay on your page as they scroll through the storyline. Instead of landing on your page and bouncing immediately away, the user may hang around and see where the next scroll takes them.

7. Encourage Action

Sites continuously look for ways to improve the effectiveness of their calls to action (CTAs). Your business has probably changed your CTA’s wording, color, placement and even the elements surround it. What if you could drive action with parallax scrolling so the CTA is even more effective by the time your site visitor reaches it?

Urban Walks uses multiple layers to create a parallax landing page that features the screen of an iPhone. As you scroll down the page, the background image and the cell phone screen both change, playing several elements at a different speed than the background images. By the time you reach the bottom of the page, you’re ready to download the app to your iPhone.

Show Off Your Professionalism

Parallax scrolling for web design shows your company’s professionalism and attention to detail. While it does take a bit longer to load and has a few other disadvantages, don’t count this design technique out just yet. As Internet speeds increase and screen resolutions improve, users expect entertainment and high-resolution designs. Parallax may be the solution you need to reach those goals.

Center for Arts-Inspired Learning Non-Profit Website Design

Portfolio Spotlight: Center for Arts-Inspired Learning Website

Go Media, your favorite Cleveland-based web design, branding and design firm, is so proud to have had the pleasure to work on the website for the Center for Arts-Inspired Learning.

The Center for Arts-Inspired Learning is a non-profit organization that brings unique learning experiences to students through the arts. ‘CAL’ as they are affectionately known has impacted the lives of 7 million students over eighteen counties through arts education. As former board members, it was our great privilege to help them on their mission to ignite student learning, creativity and success by building them a highly functioning, intuitive and fun website. Our goals were to increase awareness, drive fundraising and to have the overall feel of the website reflect the creative nature of the organization.

The new Center for Arts Inspired Learning website was built upon Go Media’s Designer Sites Platform. The site is built in WordPress, the leader in content management systems. WordPress sets the standard for ease-of-use, which is key when you have a number of contributing members to your website. This CAL website is enhanced by Go Media’s Page Builder on page editing tool. This powerful and intuitive content management tool allows members of CAL the ability to make live edits directly to pages without having to use WordPress’ backend.

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Take a peek at some of the work we did on the website here:

CAL does a very special place in our hearts and we trust the website will assist them to assist their goals in uniting art and education to change lives. To learn more about their programs or donate to the cause, please head to the CAL website.

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Project Spotlight: Without Bounds

We are excited to share the website design we completed for Without Bounds Educational Services, a phenomenal education service that provides young students with the tutoring they need to master concepts and prepare for exams. They work with the most talented and qualified educators to offer tutoring in over 25 subjects. From core classes like Algebra and Grammar to 4 levels of foreign language, Without Bounds is ready to take on the unique needs of every student.

Go Media had the pleasure of helping Without Bounds grow their network by designing a website that showcased all of their offerings on a contemporary responsive platform.

Here are a few previews of the work we did. To view the full project, head to the full project.

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Responsive Website Design Cleveland

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Best Ways to Optimize Web Fonts for Performance to your WordPress Site

When you create a website, everything from the theme to the fonts of the website matters. You need to optimize every little aspect and perfect the many things to ensure that your website is user-friendly. This helps you increase conversion rates and boosts your revenues. You may be wondering how a simple font can affect your website performance. Different aspects including readability, appearance, loading time and preference of clients come into play. Clearly, optimizing your fonts is an essential step in your website development process. Here we describe ways to optimize web fonts which will help you instantly boost the appeal and performance of your WordPress site.

1. Use specialized services

There are a number of different services on the web that particularly deal with web font optimization. The matter is of critical importance which is why sites like Typekit and Google Fonts work tirelessly to cater to your needs. These are third-party fonts that help you to customize the fonts on your page thanks to its vast storage of most commonly accessed fonts. You can also use different font plugins which include:

If you don’t know much about CSS, this is the perfect plugin for you. You can use these fonts by opening the theme panel and using the variety of themes present. Each has its own custom fonts that help you chose the perfect font that you require. Plus, it works on different browsers, optimizing your experience.

Which has an elaborate library of fonts for you to choose from. You can also make specialized custom designs and craft special art for your website. The font plugin gives you access to a live preview so that you can have a view of your actual site before everything is updated.

These fonts provide you with the ease of access to a number of fonts. You can easily style le your custom fonts and modify the file according to your preference. They also help to incorporate the fonts into the website, boosting the entire process.

 2. Asynchronous loading of web fonts

You can get a blocking request when you are requesting fonts through font-face. To avoid this issue you need to employ different java scripts and call your fonts through them. There will be millions of different styles to choose from however, you need to act wisely. Being a blogger, you tend to find the best ways to craft a user-friendly and efficient website. Here is what you should do in order to optimize the speed of your website:

  • Use a variety of java scripts to call the different fonts via font-face
  • Use different fonts so that the website can run them simultaneously
  • Employ different typefaces to create a user-oriented design that will boost your website performance.

Web fonts create a key role in improving the UX as well as conversion rate of a website. Considering these two factors, even the best online business ideas may suffer from low traffic, high spam score, and high bounce rate due to bad UX and web font loading time.

3. Don’t go overboard with typefaces

Where employing a limited number of typefaces is good for your website, choosing too many is hazardous. It can:

  • Delay the loading of your website due to the different number of sets of fonts that the website will need to load every time it accessed the page.
  • Decrease the performance of your website because of the burden on the browser.
  • Reduce conversion rates due to excessive loading time and poor user interface.

In order to improve the website performance, you need to choose a moderate number of typefaces and pair them together in order to boost your website efficiency. Don’t be smitten by the millions of different styles. Burdening the host with them will result in unnecessary load on your website, considerably decreasing its performance.

4. Use a preload header

You need to be choosy when using this feature because if you add the different resources, the browser picks them all at once which makes the whole thing pointless. On the other hand, if you are selective and choose the selective fonts precisely, a preload header can be very advantageous.

  • It helps the browser to load all the fonts excessively fast
  • It also helps you easily incorporate the fonts into the site
  • Aids the website to load the required fonts optimizing the website performance.

5. Mach your fonts with the browser

Different browsers have different font compatibility, a wise decision is to do your research and chose fonts according to good review. Website builders incorporate a variety of font formats depending on the popularity of the browser. In short, there are 4 types of fonts. They include:

  1. WOFF, this is the Web Open Font Format, devolved in 2009, it is a true type of font. Developers use it with Metadata and for compression.
  2. TTF, also known as the True Type Font which has been around since as early as the 80s
  3. WOFF2, the Web Open Font Format 2 improves on the preexisting fonts and is an improved version of the font.
  4. Embedded Open Type, often used for the embedded codes in the website. Originally made by Microsoft, it has a major appeal for users.

If you use Google Fonts, a major part of choosing and optimization is done for you. This is because:

  • Google has compressed all of its fonts for ease of access
  • Google provides the fonts via Google’s CDN improving the speed of delivery
  • Is already optimized, but still allows you to make the preferred changes.

6. Cookies are good

You can use cookies to store the fonts of a website so that the browser doesn’t have to download them over and over again. This improves loading speed as the fonts are present in the browser cache memory already. You can also use the local storage. It is slower than cookies but it does provide a longer storage of fonts. Enabling the cookies will

  • Provide a temporary storage of the loaded character s of the fonts, serving as a temporary memory.
  • Improve website loading speeds as part of the fonts were already stored as cookies when you first accessed the page
  • Boost website performance and conversion rates thanks to better loading speeds.

7. Limit the characters

There are a ton of characters present in every font you choose for your website. So considering you used 4 fonts, this would mean that the rower will need to load 4 different sets of character. This can lead to:

  • Excessive burden on the browser
  • Excessive delays due to massive downloading every time a browser accesses the website
  • Slower loading time due to the large load

However, if you set the browser to load only the specific character found on the page, the website will load much quicker. Of course, you won’t use the entire set of characters from every font, hence, if you chose a specific font, only the characters showing on the page will load which will decrease the ultimate load on the browser. As a result, your website performance will improve considerably.

Endnote

You need to consider the many ways you can use to optimize the website fonts. Doing so will help to boost the website performance and will optimize user experience. This will translate into higher conversion rates and increased revenues, benefiting your business. Follow the steps above in order to optimize your WordPress site fonts for better performance.

Is Your Website Always Considering the Customer Experience?

When customers land on your website, they expect a particular type of experience. The human attention span is short, and people don’t have the patience to figure out complicated navigation or sort through a lot of clutter. As a website owner, you must learn to look at your site through the eyes of your target audience and create an experience that’s both positive and productive.

A customer who has a negative experience on your site is 88 percent less likely to revisit your site in the future. It is worth it to take the time to ensure the customer experience (CX) is the absolute best it can be every time. Here are nine tips to help you do that.

1. Offer More Than Promotions

Site visitors aren’t always looking for product promotion. Sometimes they land on your page seeking resources that meet other needs. Perhaps they want specific information, to be entertained or are just browsing for a few spare minutes. Look at your content through the eyes of the consumer. What is missing that your site visitors might want?

Best Made started as a company building a better ax, but today have a line of sustainable and durable tools. Rather than only offering a link to the latest promotion, Best Made takes the time to look at what their target audience might be interested in and adds entertainment value through elements such as a suggested reading list and outdoor activity themes.

2. Focus on Emotion

When thinking about CX for your site, you must consider the emotions of site visitors — 70 percent of the customer experience is based on how they feel they are treated. If you figure out how to serve up warm and fuzzies, you’ll develop a loyal customer following. Tap into those universal emotions everyone experiences, such as sadness, joy and love.

3. Meet Basic Expectations

One of the first things your site should accomplish is meeting the basic expectations of your target audience. For most people, this means your site has features such as an easy-to-find navigation bar and that they can almost instinctively find the things they want to move through your site.

Does your logo link up to the home page? Is your navigation bar near the top? One of the best ways to ensure your site is meeting these needs is to have outside parties visit and tell you how the structure and even placement of features works for them.

The Amish Outlet Store has the elements customers seek when landing on an eCommerce site. For example, there is a “customer service” option in the nav bar, which speaks to both new and current customers. If a customer has an issue with a purchase, they can easily find help. On the other hand, new customers can ask questions or feel reassured that customer service is a priority for the company.

4. Reward Loyalty

Loyal customers aren’t easy to come by, but they will stick with your company through thick and thin and re-order from you consistently. Studies suggest a loyal customer is worth far more than a new lead — they’re five times as likely to buy again, five times more likely to forgive errors and four times as likely to refer others to your company.

5.      Show Them How Things Work

Take the time to show your site visitors how the products and services you offer work. There are few things in life more frustrating than getting no directions for a new product. Some things aren’t easy to figure out, and a video or illustration on your website does wonders to alleviate this aggravation. Take the time to instruct your customers and offer insider tips.

Fifty Three sells creativity tools, such as digital pencils. One of the best features of this site is the clear indicators of what the Pencil does and how it works. This is accomplished through images, illustrations and with a bit of text mixed in. If someone is on the fence about whether to purchase the product, seeing what it does allows them to decide between buying or not.

6. Focus on Mobile

Increasingly more people access the Internet via their mobile devices these days. If your site doesn’t have a mobile first — or at least a mobile responsive — approach, you risk alienating these users and losing them to a competitor. If a site has a poor mobile design, 57 percent of consumers say they won’t recommend that website.

7. Share What Others Think

Online consumers tend to seek out the opinions of others through reviews and testimonials. You can make this process easier for them by including reviews and testimonials on your site. This keeps them on your page, rather than causing them to hop to another tab and possibly never return.

In fact, 85 percent of consumers read as many as 10 reviews before deciding whether to trust a business. They trust these reviews the same way they trust personal recommendations.

 

Marucci offers testimonials from professional players to highlight why their baseball bats are the best. The site is relatively simple, but as you scroll down, you’ll see direct quotes from players such as Andrew McCutchen. They also offer a series of videos with baseball players highlighting why they love the bats.

8. Add Artificial Intelligence

Can you simplify a process for your site visitors by adding artificial intelligence (AI)? Sometimes this means merely walking the site visitor through registration with a bot that intuitively fills in the blanks. Today, 80 percent of marketers believe AI is going to change the way we market in coming years. Of course, how you utilize AI depends on your industry and the features of your website, but it’s worth researching to improve the overall CX.

9. Go Above for Customer Service

What happens when a site visitor interacts with your customer service model? This is part of the overall experience of the customer, so you want it to be the absolute best experience possible. Make sure you have a strong, positive customer service philosophy in place and that you respond as quickly as possible to customers.

Try to connect with consumers in a variety of ways — live chat, email and toll-free numbers are all excellent places to start. If a customer orders, follow up with a thank you email and touch base from time to time. The added effort will pay off in the form of a better CX overall.

Always Strive for a Better Customer Experience

Customers who have an enjoyable experience on your website are more likely to tell their friends and revisit your site. However, word about both good and bad experiences spread across the Internet at lightning speed. Take the time to ensure your customers are 100 percent happy, and you’ll see the payoff in sales and reduced customer churn.

how to create engaging content

How to Create More Engaging Content for the Web

How to Create Engaging Content: 7 Ways

When visitors land on your page, do they stick around for a while or do they bounce away? Most people go to a site looking for information on a specific topic or with the intent to buy. Providing the engaging content your target audience wants isn’t easy, but you can accomplish this by studying your typical site visitors and answering their most pressing questions. If you answer questions your competitors don’t, that’s even better for your branding.

There are approximately 1,874,655,290 websites on the internet. While this number varies from second to second, what this means for your business is that there is a lot of competition out there. Standing out from all your competitors isn’t easy, but the first step to being memorable is adding engaging content.

There is more than one type of content, but creating engaging content is about more than just the type you offer. Here are seven ways to create more engaging content for your readers:

1. Answer Pressing Questions

Does your content answer the most pressing questions site visitors have? One way to clue into these questions is by looking at what search strings brought them to your site in the first place. Today’s search engine browsers often type in questions to find what they’re looking for. You can also search for popular keywords in your industry. Make sure your content answers those questions.

Scotts is known for its menswear, and it seems to know its audience well. The target audience is young, single men who want to look fashionable but masculine at the same time. The information on its blog directly applies to that demographic, with articles such as “Five Things to Do on Valentine’s Day if You’re a Single Man.” By keying into search phrases this target audience seeks, Scotts draws them to its website and hopefully keeps them there.

2. Use Strong Opening Hooks

Site visitors make up their minds about your site in mere seconds. If you don’t grab the person from the minute they land on your page, you risk them bouncing away to a competitor. Using strong opening hooks in your content draws the reader into the article and makes them want to read on.

An opening hook can be a question, a shocking statement, a quote or some interesting fact. The key is to engage the reader while also explaining what the piece will be about. The best way to learn how to write an enticing opening line is by studying the work of excellent writers and seeing how they accomplish this task.

3. Add Video

About one-third of all online activity goes to video watching. It only makes sense to add a video to your website so visitors can absorb content quickly and effortlessly. Don’t just add a video to add a video, though. Make sure it adds value to your site by providing information or answering a question site visitors might have.

Note the video for One Point Partitions and how it showcases the way you can lay out a public restroom facility. The video clearly shows how the partitions go together and how easy things such as the locks, handles and hooks are to install.

4. Know Your Purpose

Before you add a single piece of content to your website, you should know the purpose of that content. What do you hope to accomplish by writing this article or posting this video? The purpose doesn’t always have to be to gather more sales, but you should have a purpose, even if it is just to educate your site visitors.

Your purpose will likely tie into what your customers want to know and who they are as a group. If your customers are mainly millennials, they’ll expect your content to entertain them while informing. Older generations may be satisfied with an infographic that lays out the info in understandable terms.

5. Share the Value

Internet gurus recommend sharing the value of your content with site visitors. This simply means you state what they’ll gain from watching a video or reading a guide and why this information is precious — even if you offer it free. This engages the user from the very beginning because they know there is a reward for investing their time.

Kimpton Hotels offers a Life Is Suite blog where it delves into topics related to the city visitors might travel to. For example, one of the topics is springtime in Denver. It indicates it has a list of musts you need to know about if you’re traveling to Denver in the spring. This entices those travelers to click on that content and read it.

6. Conduct Quizzes

Use quizzes to direct your site visitors to the exact product or area they’re seeking. One example of this type of method is Birchbox. The company used a quiz to help consumers find their “facemask soul mate” and wound up with $7,260 in orders. The quiz is short but helps guide consumers to specific products that cater to their needs.

7. Add Visuals

You likely already know people process visuals much better than they do text alone. Visual content is powerful. When people hear info, they only remember about 10 percent of that information a few days later. However, add a relevant image, and they retain about 65 percent of the same information in the same time period. If you want your site to be memorable, add infographics, graphs, charts and photos that go along with your content.

Engage Content for Your Visitors

In order to keep your visitors engaged and coming back to your website, you need to add content and add it regularly. However, as we’ve seen through the studies above, that content needs to have a purpose and be presented in a way that draws site visitors in. With just a few minor tweaks, you can accomplish this and turn casual visitors into lifelong customers.

Cleveland Product Photography

Portfolio Spotlight: Zerust Website

Website Development & Product Photography – Zerust Portfolio Item

Zerust, a company located in Twinsburg, Ohio, has a long history of developing, manufacturing and marketing rust and corrosion prevention products to a wide variety of customers across the globe. This exciting company came to us looking for a new site for their AntiRust Technology products. Along with designing and developing their new site on a modern, responsive CMS, we additionally coordinated product photography for their new No-Rust Non-Slip Drawer Liner.

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Cleveland Product Photography

Product Photography

Cleveland Product Photography

Cleveland Product Photography

To see more concepts and learn more about the project:

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For two decades, your friends here at Go Media have pushed the boundaries of design technology with inspirational creativity. The best of Cleveland product photography, web design, logo design & graphic design can be explored in Go Media’s portfolio. If you’re ready to start your next project – request a quote. We’d love to hear from you!

Digital-Marketing-2018

Digital Marketing in 2018: How to Boost Customer Satisfaction

With the rise of the web, people’s approach to making purchases has changed significantly. They are now aware of how important they are to small businesses trying to survive in such a competitive marketplace. And, in return for their loyalty, they expect you to provide them with the exceptional buying experience and they won’t accept anything less than that.

Your customers not interested in your products only. Namely, they want to know the story behind your brand, as well. They expect you to answer their questions fast, connect with them on social networks, and create relevant and interesting content. They don’t want to waste their time, either. If your site takes more than 3 seconds to load, they will abandon it and look for your competitors. The same goes for your navigation, mobile-friendliness, content, and the overall visual appeal of your site.

Given all these facts, here is how you should do digital marketing in 2018.

Prepare for the Google Mobile-First Index

If you haven’t heard yet that Google has finally rolled out their mobile-first index, then you’re living under a rock. This has become one of the hottest news in the digital marketing sphere, but what does it actually mean? From now on, Google will focus on the mobile version of your site when indexing it.

So, make sure you optimize your site for mobile searchers. After all, 60% of all web searches are done via mobile devices. Make your keywords longer and more conversational to optimize them for voice search. Use Google’s AMPs to speed up your site significantly. Your navigation should be simpler, while all important elements of your website should be above the fold. For additional information, take a look at what Google says about preparing your site for the mobile-first index.

Show Appreciation

Do you know that an average U.S. household participates in about 29 loyalty programs? They love them for different reasons- some join these programs to save money, while others want to receive a reward for their loyalty. For some, the availability of rewards programs is the major factor that determines whether they will buy from you or not.

Now, loyalty programs vary and you need to choose the option that works for your target audience. You could give them points or vouchers that can be later redeemed at your stores or offer them exclusive deals for every purchase or referral they make. However, recent studies point out that people have labeled financial rewards or highly targeted incentives far more enticing. So, to make customized loyalty programs, you could offer personalized visa gift cards, with your customers’ names on them or even organize a contest and let them win your premium products.

Focus on User-Generated Content

Let’s face it- people trust other customers more than you. According to the Local Customer Review Survey, 85% of them trust online reviews as much as their friends, while 73% of them will trust your business more if your customers’ reviews are positive.

In light of statistics like this, it’s obvious that user-generated content (UGC) is one of those tactics you simply cannot allow to ignore. After all, it’s your customers that sell your products today.

Use your social networks to invite people to share their own videos of your products or services.

Boost the visibility of this content by sharing it regularly and creating dedicated hashtags.

Most importantly, you need to know what works for each of the social networks you use. Share live stories and videos on Facebook, post photos on Twitter, while the user-generated content your Instagram account could be the combination of these forms of UGC.  

Use Social Networks to Offer Instant Feedback

In the past, your communication with your customers was based on phone calls and emails. However, the times have changed and, today, your communication channels cannot be observed in isolation. All instant messaging apps, video conferencing tools, social networks, email providers, and telemarketing strategies are highly intertwined, creating what we call the omnichannel approach to communication.

Today, your customers can move from one device to another uninterruptedly. They can find your phone number on your site and call you instantly, not having to switch between different apps. They can scan your QR code that will lead them to the piece of content they want to read or a product they want to buy. They can stumble upon your business on social networks, read the reviews, ask questions, and follow the link to your site to learn more about you.

If you’re too busy answering your customers’ messages regularly, then hire someone to do so for you. Even better, use a chatbot. Even this is still a pretty new concept, chatbots are predicted to revolutionize the digital marketing industry in 2018. Namely, these AI-powered tools have become smarter and more intuitive. They will provide your customers with relevant, real-time feedback and, at the same time, do all repetitive and time-consuming tasks for you.

You can use social media monitoring tools to keep track of your brand or product mentions. Whenever someone mentions you, you’ll get notified. This is called social listening and it’s immensely important in providing your customers with real-time customers services and collecting their feedback.

Create Interactive Content

Gone are the days when you could write a 1000-word blog post and generate a bunch of links, shares, and comments. We’re living in the era of augmented reality and people expect your content to surprise and excite them. So, update your content strategy with interactive content, the one your customers can actively participate in, such as polls and quizzes. Don’t forget about visual content, especially videos, as they’re expected to account for 82% of the total internet traffic by 2020.  

Tell your Customers a Story

You’re not doing content marketing for SEO purposes solely. You’re creating your content for your customers. And, to engage them and get them emotionally involved, each article you write needs to have a good story to back it.

That’s what storytelling is about.

Namely, 92% of people emphasized that they expect all major brands to create ads that feel like stories. Stories share a real-life experience, add the human element to your brand promotion, and evoke nostalgia and empathy. Most importantly, as they don’t seem overly promotional, they will take your relationship with your customers to a completely new, more personal level.

Over to You

Digital marketing is not about promoting your business and ranking higher on Google. It’s also about building and nurturing strong relationships with your target audience. That’s exactly what will set you apart from a sea of businesses similar to yours.

Hope these tips help!

Website Color Choice for your Industry

What Color Scheme Works Best for Your Industry

Website color choice is never an easy decision. Do you stick with your company colors or go with a color scheme that has maximum impact on site visitors? There is a science to figuring out the psychology behind various color choices and the impact they have on people.

The hypothalamus reacts to color, and hormones release which trigger emotions. The emotions, in turn, impact your behavior, including shopping behavior. Somewhere between 62 and 90 percent of the decisions to purchase something is based solely on color. Using the right colors can increase your conversions and help you make an emotional connection with consumers.

Of course, different industries should focus on different color choices. The right choice of color can create a tone, a sense of trust or even lend credibility to your website. While you can experiment with different combinations to stand out, it is important to know which colors associate with an industry and how to create a sense of trust in your brand from the minute a user lands on your page.

Here are five industries and the best color choices for those industries:

1. Restaurants

Most restaurant websites stick to a basic color palette that includes colors such as brown, red, white and black. You will see these colors appear over and over on food-themed sites. Of course, some trendy designers work in additional colors to grab interest, and this can work well, especially in such a crowded marketplace.

Food photographs tend to really pop on a black or white background, which is often one of the reasons for the choice of black and white. Red has long been associated with enticing people to hunger, although there is some debate about how effective that choice is today with more and more people aware of such tactics.

Experts advise staying away from the color blue for anything food related as it is a color often associated with poison. There are not many naturally blue foods, which may be why it doesn’t work well for restaurant websites.

Website Color Choice for your Industry

Fig restaurant in Charleston, South Carolina uses the basic approach of a black and white base. They add a pop of color through the image of one of their dishes and also show an image of a chef cooking and using a kitchen tool. The use of black and white lends a sense of trust in the establishment as it is a color scheme people are used to seeing and the pops of red and green in the food photograph draw attention.

2. Hospitality

Hospitality can encompass everything from hotels to salons. Hotels can actually increase bookings by using color psychology. The color brown lends a sense of comfort and home, but adding a pop of blue to the CTA button can draw visitors to book a room.

If creating a website for a salon or spa, using colors that put the person in mind of health and nature is a good choice. Consider using colors found in nature, such as green, brown and sky blue.

3. Medical

When creating a medical website, you want to evoke feelings of security and trust. The color blue is often seen as trustworthy. In addition, blue is a good choice because it’s a favorite color of both men and women. Many medical sites use white and blue color schemes. This keeps things simple, and the color blue makes the person feel secure.

For example, you wouldn’t use the color red, because people might associate red with blood. A color scheme of red and white might even scare potential patients away.

Website Color Choice for your Industry

Beltone, a hearing aid provider, uses very traditional colors of white and blue with a touch of gray to lend a sense of credibility to their website. A visitor can immediately see that this is likely a medical type website. Even the colors in the photograph mirror the blues and grays in the overall design. This works well for a site providing a medical device.

4. Construction

Construction websites tend to gravitate toward brown, orange and blue. While you do have a bit more of a range of colors you can utilize, it’s smart to think through the message you most want to convey. If you want to convey energy and excitement, then orange is a good choice. If you want the site visitor to think about the earth, then browns work well. If you want a more generic color choice that is fairly safe, go with blue, which also lends a sense of trust in you and your work.

Don’t be afraid to add plenty of white to any design. The use of white is fairly neutral. You can then add pops of color with your headings, photographs and your CTA.

5. Financial

Have you noticed that a lot of banks tend to use blue and white similar to what the medical sites use? Again, this invokes feelings of stability and trust. When you place your money with an institution, you definitely want that feeling of stability.

Green might seem like a natural choice when talking about money, however, people tend to associate green with nature. So, unless you’re an environmentally friendly banking company, you might want to utilize other colors.

Note how T. Rowe Price uses a variety of blues to add a sense of credibility and stability to their website. Even the image that takes up the background is fairly neutral, which places the emphasis on the pops of blue and the single CTA in orange. Note that the orange used in the CTA is rather subdued instead of a bright color that might appear more youthful and less serious.

Best Color Scheme for Your Industry

To figure out the best color scheme for your industry, spend some time studying competitor websites. You’ll likely begin to see a pattern. Combine that knowledge with the psychology behind color choices to come up with a scheme that works for your target audience. Don’t be afraid to add a pop of color on a CTA button and to do split testing and see what works best for conversions.

Where to Find and How to Choose Web Design Online Courses

Online education is the future of learning. It solves the problem of not having any usable skill and provides unmatched possibilities for everyone wanting to learn something new. Web design is among the most popular skills learned online, as thousands of people around the world earn a certificate in this area every week using a membership software.

In today’s article, we’re going to talk about everything related to online courses of web design, including types, sources, and selection. With an average salary of web designer of $49,000, the occupation becomes more and more popular.

Hope this guide will be helpful to you to make a great choice of a course and begin your journey in this exciting field.

How Getting Online Education Affects My Employment Chances?

The web has courses for everyone, whether you are a beginner or an experienced designer. They cover all areas of the field, including responsive design, UX, web design essentials, and lots more. However, there are still lots of traditional schools and universities that teach web design.

Naturally, those wondering whether to choose online education begin questioning the credibility of this option. If you’re wondering, too, here is the list of advantages of taking an online course:

  • You don’t have to put your life on hold to attend school
  • Online courses provide a comparable quality of education
  • Many online courses provide certificates recognized by most employers
  • Taking an online course is a much more affordable option
  • You don’t have to quit your job to pursue a degree online
  • You can learn anywhere with an Internet connection

“Because of these reasons, thousands of people choose to learn online,” says Bruce Wilkins, an online educator from A-writer. While getting traditional education remains a great option in terms of increasing your chances of employment, online education can have the same effect.

You just have to choose a known, proven course that provides relevant knowledge. Need some help with that? Read further.

How to Choose Online Web Design Courses

To make a final selection of a course, you should consider the following factors:

  • Credibility of the source
  • Cost
  • Learning Method

Each of them is equally important; for example, your budget determines whether you seek paid or free courses while credibility of the source may affect the chance of employment. Also, your preferred learning style such as visual has a significant effect on knowledge retention, so choose a course with appropriate materials.

Here’s a list of well-known websites with online web design courses for every budget and skill. All of them have 4+ stars rating given by learners.

Course Title: Make a Website

Source: CodeAcademy

Cost: Free (pro versions available)

In-Demand Skills: yes

Certificate: yes

CodeAcademy is a well-known US-based online learning platform that provides web design knowledge for both beginners and experts. It has both free and paid courses (average price of a paid course is $199). The skills provided by CodeAcademy are relevant and updated, so you can be sure that you’ll do well on your first job.

Course Title: Responsive Web Design Fundamentals

Source: Class Central

Cost: Free

In-Demand Skills: yes

Certificate: yes

Class Central is another popular source of knowledge related to web design and development. This class in particular is taught by a web developer from Google, and it great for those starting their way in responsive web design. It is totally free and self-paced, and uses a lot of visuals to represent the information.

Course Title: Web Design for Everybody (Basics of Web Development and Coding) Specialization

Source: Coursera

Cost: Free

In-Demand Skills: yes

Certificate: yes

Created by the University of Michigan, this course offers a self-paced, customized approach to learning web design. It requires no previous experience in web design and 2-4 hours/week to complete. After completing the course, you’ll know the basics of web design; also, you’ll be able to create a responsive website that uses a wide range of tools to make it as user-friendly as possible.

Course Title: Diploma in Web Design

Source: Alison

Cost: Free

In-Demand Skills: yes

Certificate: diploma

This course is designed for both beginner and intermediate web designers and provides a comprehensive approach to learning. The skills taught in Diploma in Web Design include HTML, Adobe Dreamweaver, CSS, and other basics. By the end of the course, you’ll be able to create a website, add content, use background styles, CSS, fonts, and use Adobe Dreamweaver to create a site with Flash, JavaScript, and HTML.  If you score 80 percent or higher in each course assessments, you’ll able to purchase an official certificate.

Takeaways

Choosing a great web design course requires some consideration; for example, it’s better to choose a well-known platform that provides an approach that fits your learning style and good feedback from learners.

In this article, only free courses were provided so you can make a good start without burning a hole in your pocket while still being able to purchase an official certificate to provide to potential employers.

Hope you’ll make a great choice!

how to write a call to action

Click & Convert: How to Write Effective Calls to Action

Right now, you are one click away from making a profitable sale.

A call to action is, perhaps, one of the most important areas of your website. It doesn’t matter if you’ve poured blood, sweat and tears into your website content, if a user reaches your call to action but doesn’t feel compelled to click, it will have all been for nothing.

Writing a call to action that connects with an everyday user’s digital impulse is no easy feat, but there is a foundation of considerations to remember to give you the optimal chance of doing so.

Today, we’re going to explore everything you need to know about writing these effective calls to action, allowing you to maximise your sales and conversions rates.

Note the Benefit

The first and the most important, element you need to consider in your call to action is the benefit that the user is going to get from clicking on your CTA. For example, when signing up for Netflix, the red CTA simply reads;

“JOIN FREE FOR A MONTH”

This is a powerful call to action because the user knows exactly what they’re getting and why they should be clicking it, ensuring high conversion rates.

Start with a Power Verb

The very first word in your call to action needs to be powerful and directive for the maximum effect. In the Netflix example, the word is ‘join’, suggesting that you’re becoming part of a community of watchers.

Other words could be anything you choose, but for some ideas, you could use words like;

  • Enhance (your marketing plan)
  • Meet (the very best)
  • Sign-up (today)
  • Be (the best)
  • Start (your journey)

Keep Things Short & Sweet

Another important factor to consider is the length of your call to action. Of course, if you’ve got a lot of information to say, by all means, say it, but a call to action is most effective when it’s short and powerful.

“Keeping things short and sweet maximizes the impact it has on the reader (especially since your call to action will stand out from the rest of the page) and the content is, therefore, easily digestible,” shares Jennifer Goodson, a content writer for Paper Fellows.

Writing the Perfects Calls to Action

Since many calls to action will only include a brief amount of text, a couple of sentences at most, the chance that a mistake or error will stand out is high, damaging the credibility of your website and business. Thankfully, there are many online tools you can use to ensure quality;

Be Direct

When a reader reads your CTA, they should know exactly what they’re doing by clicking on the button. There shouldn’t be any questions or doubt in their minds. In some cases, if your website has a lot of content, the user may not be sure what the button does, therefore potentially losing you a sale.

Instead, the reader should know exactly what the next step of their journey is and what clicking your call to action will achieve.

Implement Urgency

Another effective CTA tactic is invoking a sense of urgency in the reader, making them want to click now, rather than thinking about it and coming back at a later date.

For example, if you run an online clothing store and you’re running a sale, asking the user to ‘Click here before the sale ends’ is a great way to tempt the reader into taking action now.

UX Design Tips for E-Commerce

Top 7 UX Design Tips for E-Commerce Product Pages

A product page that conveys a purpose and benefit of a store item, and smoothly take a user through all the features and demos, and to the checkout page is considered an ideal user experience (UX) design. The web design UX focuses the removal of every possible hurdle that may stop a user from taking action and the addition of a feature that adds comfort to the user in reading, clicking, entering detail, or paying for the order.

Pursuing a UX design is not restricted to the layout or appearance of the product page, in fact, it is about enhancing the web design usability and understanding for the end users. Like, easing the users in scanning the content, viewing the images with a focus, comparing prices with product features, expediting the checkout process, and lots of more.

Optimizing the UX design for higher conversion is crucial as the developer, designer, or the merchant has to put himself in the shoes of a common user and examine the areas that have to be improved. Following are some of the UX design tips that may give you a checklist to expeditiously review product pages and adopt relevant strategies to enhance the ease and usability for a layman.

1. Set a Competitive Price and Justify It

Price of a product is a major driving force of a purchase decision. The internet users are browsing the internet and compare product prices along with features at different online stores. They roughly draft a cost versus benefit analysis of the product in your store. To facilitate them in knowing the best value for money, clarify the price you charge and justify it with the features you have in hand.

The price clarification means showing direct and indirect charges. For example, you display a white color T-shirt at $10, but secretly increase the price when a user selects a black color. Avoiding tricking people to select a product at a low price and quote a higher one when they convert or about to convert.

2. Add Quality Images with Zooming Features

The online stores have virtual shelves that can never provide a real-life experience to the users to examine a product from each and every corner. But, professional photography and zooming features have the power to provide a somewhat similar experience. Add high-quality product images from various angles, and allow the users to zoom in or out a specific part of the image as well.

Try experimenting different product zooming options. In addition to quick-view and zoom-in feature, a 360-degree view is also an emerging trend in enhancing the user experience. It demands to capture multiple product images and sorting them in a series so that a user can go through every detail of the store item.  

3. Acquire and Display Customer reviews

Acquiring reviews from your happy customers is a tangible and long-term asset to your product pages. It is an effective strategy for gaining trust and credibility in the eyes of your potential buyers. The users are more likely to read what your existing customers have found about your products and services.

According to a survey published by MarketingLand, about 90% of the customers have agreed that the online reviews are highly influential in making a purchase decision. So, don’t miss on your losing your potential customers who only need to hear from a few fellow customers.

4. Publish Scannable Product Descriptions

Reading content on the screen is a completely different thing than reading text on a hard paper. In fact, the screen readers scan the content rather than reading it word by word. Unlike the novel and short stories, people are here to absorb the information of their interest and skip the rest of the text.

Compose the product content that is simple, clear, and crisp that caters to the exact needs of your targeted users. Incorporate story-telling in a way that keeps the users engaged rather than making them cross the tab and switch to another one.

A product page shall begin with a short summary and leads to highlight the core features. Let the readers know about the product at first instance. Make the introduction attractive to compel them to scroll down the page and review the features one by one.

5. Consider Simplifying the Checkout Process

Checkout is the conversion borderline. A successful checkout means an accomplished sale. The UX design needs to be improved in a way that smoothly takes the users all the way through the product description to the cart pages and the checkout page. A minor difficulty in filling the details or understanding an option may result in cart abandonment.

For smooth checkout experience, you can simplify the entire process with different strategies like allowing one-page checkout that removes the multiple steps of entering shipping, billing, and personal details all at once.

Additionally, you can modify the design with stick checkout that carries forward transaction details as the user goes through the multiple steps. The permission of guest user checkout is also a way forward to improve the user experience. Make the user registration voluntary and observe the difference in conversions.

6. Display Relevant and Bought Together Products

Do not limit your customers to view a single product on a landing page. A Majority of buyers are willing to select more relevant products from the same store. It helps them save the shipping charges and time in browsing multiple stores. By displaying relevant products or frequently bought together items, you can facilitate users in adding more products to cart and checkout for all of them at once.

With the help of widgets, plug-ins, and modules, you can automate the display of similar products in a small block right on the product page. It will surely help you to cross-sell and up-sell products that ultimately boost the revenues.

7. Show Product Availability or Stock Top-up duration

A user covers a long journey in reaching the ‘add to cart’ page but feels disappointed when finds that the required product is not available in stock. To save them from the hassle, display the stock availability in numbers and minimum items they can order. This will allow them to quickly add a required number of items to cart. Avoid cart abandonment right on the product page.  

The addition of out-of-stock notification tool is also a way forward in informing the users about the expected inventory top-up period. With the help of such a tool, users can get email notifications about inventory top-ups so that they can return and buy the products that were out of stock on their last visit.

Final Thoughts

The above-discussed UX design tips may help you quickly restore a viable user experience that contributes towards higher conversions. But, this is not the end. UX design is an open concept that welcomes the addition of every feature and functionality that aims to reduce the user stress in buying a product or service. Be creative in coining new ways of improving UX in addition to the ones mentioned above, and take the lead in your niche.

Asad Ali is an experienced Digital marketing expert having more than 7 years of experience in eCommerce industry. He is currently working for GO-Gulf Dubai web design company. As leading executive for GO-Gulf, he has specialized in search engine optimization, user experience & conversion optimization. You can reach him on LinkedIn.

Improving Navigation Bar

What Is Your Navigation Bar Lacking and How Can You Improve It

A navigation bar is common across nearly every site on the Internet today. It is the way that site visitors orient themselves to what is on your page and where to find it. It can set the tone for your entire landing page. One could argue it is one of the most important elements on your website.

Upon reaching a company website via referral, about half of site visitors use the navigation menu to figure out where they are and where they want to go next. There is no denying your site’s navigation is one of the most important features of your website.

However, your nav bar might lack in a few key things. Below are six possible ways in which your navigation might lack and how to fix any issues. Your site might be lacking:

1. Search Box

The search box is a handy tool for those who know specifically what they are looking for and don’t want to go through several steps to get there. Around 59 percent of website visitors state they use a site’s internal search engines to look for something specific. A search box keeps the site visitor on your page instead of them hopping away to Google or some other search engine.

Improving Navigation Bar

TD Ameritrade offers a search function right at the top of their landing page. This is an excellent way for users to find information on a specific stock. Think about some of the big websites you visit and how they use the search function to help you navigate their site. Some big ones that come to mind include Facebook and Amazon.

2. Simplicity

It might be tempting to add all types of fancy designs and tools into your navigation bar, but for something that should simply be functional, the basics are often the best. Place the bar in an easy to locate spot and keep the colors and designs simple. Even the font you use should be easy to read and should translate well on different screen sizes. You’ll also want to narrow your categories down to as few as possible. You can always add sub-categories under your main category headers.

3. Easy to Find

As people navigate through your website, they’ll want to know they can count on a couple of elements to move back to previous pages or to choose other options. Your navigation bar should be located in the same location every single time and quick and easy to find. Things such as linking up your logo to your homepage or adding a sticky bar work well to keep the user organized as he or she navigates your site.

When people read on the Internet, they use an F-pattern where they scan across the top of the page horizontally and then down the page on the left before returning to the middle of the page. This means your navigation bar needs to be near the top of your page at all times.

Improving Navigation Bar

Take a look at the Reynolds’ website navigation menu. Not only does the website and their 24-hour emergency services toll-free number appear at the top, but as you scroll down the page, it becomes sticky and follows along making it easy to find as you navigate through various elements of the website.

4. Distinct Wording

It can be tempting to try to turn to words that are creative and cute. Naming different areas of your site might seem like a fun way to draw in users, but the truth is that not everyone will get your humor or sense of style. It is better to stick to the basics when choosing the words you use for your navigation headings.

Instead of calling your online shopping area, the “Fashion Zone,” simply title it “Shop” or “Products.” Once the user lands on that page, you can show off your sense of style and creativity, but until the user navigates to where you want it is best to keep things simple and to the point.

5. Mobile Responsiveness

Ninety-five percent of Americans today own some type of cellphone, and 77 percent own a smartphone. That means more and more people use their mobile devices to browse online. When designing the navigation for your website, have you considered how that navigation will function for those using smaller screens?

Ideally, your navigation will become condensed. This will likely mean limiting yourself to a couple of categories and then adding a hamburger menu that the user can expand if needed. This type of style allows even those on very tiny screens to move around your website easily.

Improving Navigation Bar

Disney’s website is a great example of taking the same information and condensing it for mobile. At the top of their mobile website, you will simply find three choices and a search function. There is a link to each major theme park in the United States and a link to shop. They then present the hamburger menu at the top left, near the logo, so you can make additional choices. Or, you can use the search function to navigate where needed.

6. Images Paired with Words

When a relevant image is added to words, 65 percent of people remember that information as much as three days later. If you can add images to your navigation, not only will the overall affect be visually appealing, but your site visitor may be more likely to remember your site and return again. Consider adding a small flat icon along with the words for your content areas, for example.

Improving Your Navigation Bar

Even though it is smart to try new colors, designs, different wording on your call to actions and other elements within your navigation bar, it is equally as important to be a bit predictable and simplistic with this important feature. Place the navigation where it is easy to find and make it as intuitive as possible for that user.

Always test any changes side-by-side with the old version to see how they are converting with your target audience. With a little forethought and care, your navigation bar will serve its purpose and help drive conversions.