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More Information, More Sales

Posted on August 16, 2013 in Uncategorized by cmblogger

How much do you really know about your customers? For anyone interested in maximizing conversions with an effective website, it’s this “big data” that can make the difference when it comes to creating a look and a message that works.

Understand your site visitors and their experience on your website with some of the extremely useful metrics now available. You’ll accrue real information that can help you determine how to shape your website’s layout, copy and featured products, and know you’re basing these decisions on facts, not just feelings.

First, think about what your goals are for the website. Is it strictly meant as an information hub where customers can get a quick phone number or an address, or are you selling directly on the site? In other words, develop a game plan for what you want consumers to do. Then you can test and shape consumer behavior through a useful trial and error process that only data will provide.

What do people look at when they come to your homepage? Where do they go from there? Do they respond better to one kind of graphic and headline than another? Have you checked in with your consumers via a chat function, for example, to see if they found what they needed when they came to your website?

Only through tracking and analyzing this kind of information can you move from a web design that “looks like it works” to one that really does. Support your hunches with facts, and move from just hoping for more conversions to the reality of making them happen.

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Building a Brand with Consistent Messaging: Do Try This At Home

Posted on July 19, 2013 in Uncategorized by cmblogger

It used to be that building a brand required a serious financial outlay for television, print and radio ads. The world has changed-and today, you can build a brand with a viral campaign for relatively little.

With the popularity of social media, the power of Google organic search and the steady influx of new, inexpensive channels by which to communicate your message to consumers, good branding is not only possible for small business, but imperative as a way to stand apart from your competitors. The key? Consistency.

Once you’ve defined who you are and what what you look like, keep that brand design and messaging the same across multiple channels for maximum impact. Think about high fashion: there’s a reason you don’t see Ralph Lauren selling cooking utensils. There is, however, a reason for him to sell high end dishware and tablecloths. Gracious entertaining is part of the Ralph Lauren brand. Quick meals on the fly for cheap, not so much.

You may sell plumbing equipment rather than designer dresses, but nevertheless, the rules still apply. Keep everyone in your sales funnel connected with one customer experience, one set of ideas, one kind of commentary, and one design scheme.

Good branding is about a strong identity that your customers can recognize a mile away or from the other side of the Internet as yours alone. While Facebook may afford you the chance to post a cat video once in awhile for the amusement of your customers, everything you post should fit overall with your basic values as a company. It’s okay to be silly in the right context-but always be your brand.

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Content Experiments: Clarity for Your Web Design

Posted on July 5, 2013 in Web Design by cmblogger

Trying to decide between a big headline and only a few bullet points on your homepage, or a lengthy paragraph explaining the ins and outs of your services? Don’t listen to the experts-prove them right or wrong with Google’s Content Experiments feature.

Using Content Experiments, you can actually test which design will work best with your customers. Using a random sample of your site visitors (whether you include everyone or just a certain percentage of them is up to you), you can select an objective to test for and receive regular updates by email on the results.

Imagine you sell grilling accessories and barbecues online. Since the barbecues are your most profitable product, your objective for your homepage design is to sell even more of them, while still letting customers know you have other products in your inventory as well.

For your Content Experiment, you will set up three versions of your website homepage. One page will feature a splashy headline and just a giant picture of the barbecues, one page will feature several paragraphs going into great detail about your barbecues, and one will have a great photo and three bullet points describing what makes them special.

Random visitors will be sent to any one of these three pages-and you can measure which page sells the most barbecues with its design. It’s another way Google allows you to gather definitive data on your marketing campaigns to see what really works. Ask your project manager or web designer to help you get started.

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Making an Emotional Impact

Posted on October 17, 2012 in Web Design by cmblogger

  Does your website forge a connection with your potential customer? Make no mistake, you don’t have to run a cancer research clinic to make an emotional impact on the casual visitor to your website. Even if you’re selling plumbing equipment-in fact, especially if you’re selling plumbing equipment-your website must appeal to the emotions of your potential customers. Is your site fun to use? A website that’s a headache to navigate breeds only frustration and disinterest in your products from a visitor.  Is there a positive tone to your headlines? Remember to focus on the benefits of your products in order to sell them. Don’t dwell on negatives-everybody’s got too many of those to share already. Turn your attention, and your copy to the great things that will happen if a customer buys your products or services. Your website design should energize, as opposed to enervate, and leave people with the good feelings that in turn, will color their reaction to your brand.  

Tag Archives: branding your site