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Is Your Website Accessibility Compliant?

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The extended December 31 2014 deadline for Australian website accessibility compliance is fast approaching (WCAG 2.0 Level AA standard). This is a mandatory requirement on all websites owned and/or operated by the Australian government departments and agencies under any domain. This includes external (public-facing or private) and internal (closed community) sites. Therefore, conformance is required for all internet, intranet and extranet sites. Have you taken the necessary steps?

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The Beginner’s Guide to A/B Testing (Infographic)

Knowing what does and doesn’t work for your website can be what makes your site a success or a fail so it’s essential that you know what effect any changes you make have on your visitors.

The following infographic has examined a closer look at the method of A/B testing and how any newbies to the testing scene need to know before they conduct their own website tests.

For those who might unfamiliar with it, A/B testing is the method of having two versions of your website online at the same time and dividing your live traffic between the two sites. One version of your site will be the normal as-it-is version whilst the second will be the version where your tweaks have been made. By dividing your traffic, you can see how viewers respond to the changes before you put them into place. With A/B testing, you can potentially increase conversion rates by up to 300 percent, so it seems something that’s crucially important in surviving in the cut throat digital world. Take a look at the infographic below and go forth as an A/B testing wizard.

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Click to Enlarge

Infographic credit: VWO

17 Facts And Figures To Build A Fully Optimised Pricing Page

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There are many elements to take into account when creating a pricing page. From strategy to messaging and finally the design, each element has an active and important role in converting visitors into paying customers.

However, when it comes to website pricing, there are two important elements most customers consider: the strategy and the design. Each part of the pricing page structure is important for increasing conversion rate. In today’s post, we will learn the good, the bad and how to fix the problems that arise during the pricing process.

Building a Pricing Page Strategy

When it comes to our purchasing habits many different elements influence our decision making process. From evaluating the decision to be made, gathering the right information, identifying the options, weighing the alternatives and finally making a decision, many psychological triggers kick in and effect our final decision. There are many elements to take into consideration before the actual design.

1. Predefine customer obstacles & objections

Before starting your design, list all the objections your potential buyers are likely to have to becoming a paying customer. This list will give you an idea of what you need to tackle on your pricing page, which elements should be focused on the page, and which removed. Once you’ve made a list of your potential customer’s objections your next step will be working on your pricing strategy. Two elements that will help you define a pricing page strategy:

  • Knowing how much it costs to produce your product/service – How much does your product cost? what goes into it.
  • Understanding your client’s willingness to pay – We tend to value our product or service at a much higher price than people are actually willing to pay for it, simply because it’s ours. How much will your customer be willing to pay? will they be willing to pay? and when?

2. The Message

Moving on, the next step in your pricing page strategy is defining your messaging. Remember that customers are going to be looking for the “What’s in it for me” element.

Two common mistakes that most enterpreneurs made:

  • Focusing on your product or service rather than the outcome and bottom line for the customer.
  • Giving many warnings to customers before they’ve even chosen a plan. (AKA: no gimmicks! no questions asked! money-back guarantees)

These two mistakes, especially the second one, plant worries in your customers mind before they’ve even had time to think of them.

3. Pricing Plan Names

The names of your pricing plans matter, by using meaningful names you can reduce customer frustration and direct them to a particular plan that’s good for them. By distinguishing between entrepreneurs, growing businesses and high volume senders, customers know immediately where they fit in and can choose a plan quickly.

4. User psychology

There are many psychological triggers that effect our purchasing decisions, like Anchoring, analysis paralysis, the endowment effect and other cognitive biases that can be used in our pricing page design. Using techniques such as free trials, specific plan sales and premium plans can increase conversion dramatically. Using psychological triggers brings us back to the basics: Recognise your customer’s emotional triggers, what will trigger them quickly and what is the best way to convince them to purchase your plan.

5. Easy to Understand

Keep it simple, short and understandable. Don’t try to reinvent the wheel; don’t make it too complicated to understand. You want visitors to get the bottom line of your pricing page in a few seconds, recognise the right plan for them and choose it. Don’t over complicate it with text and new ideas.

6. Reduce Copy

One thing you want to watch out for is the amount of text you use on your pricing pages. Many marketers try to add as much explanation as possible to their pricing page, essentially making it hard to read, pushing important and relevant information below the fold and making it hard for people to understand the page. Reduce the copy to a minimum, make sure to show only the most important content needed above the fold.

7. Keep it simple, clean and uncluttered

Steer away from cluttered pricing pages. Similar to reducing your copy to a minimum, make sure your pricing page is easy to comprehend and analyse. People won’t read everything; they will skim through your proposals. Remember, people want to be navigated in the right direction, they want to know where to look and what to click, maintaining a clutter free pricing page will help them do that.

8. Make it comparable

When building a pricing page, you want to make sure it is easy to compare your offerings. Potential customers see dozens of offers a day and need to have an easy way to compare these offers. Creating a few optional plans and highlighting the differences between them helps not only in making it comparable but also in directing your customer towards the plan you want them to choose.

9. Tell them what to choose

Other than making pricing plans that are easy to compare, you want to help customers choose a plan. When customers have too many options and aren’t sure what to choose, our default is not to choose. This is a cognitive bias known as Analysis Paralysis. To ensure this doesn’t happen to your customers, giving them a few different options isn’t enough.

Use design elements, test, and direct customers the right way. Here are some tips:

  • Use a color to highlight a specific plan.
  • Use the “anchoring” technique – show a higher price first and a more affordable one next to it. It is best to set the higher price on the left hand side.
  • Calculate the best plan for your customer.

10. Show Trust & Security

It all comes down to trust and feeling safe. People want to know their information is safe, that you’re a safe business and that they can trust you. There are many ways to increase trust and safety on pricing pages, but first and foremost, you’ll need to focus on the two most common ones:

  • Testimonials – show potential customers that you have many other happy and satisfied customers.
  • Trust icons – show off your partnerships and security methods.

11. Convert to their currency

A great way to increase pricing page conversion rates is to show pricing currency according to the customer’s country. By offering an option to change to their own currency, customers will be able to compare plans easily without the need to convert pricing themselves.

12. Focus on the CTA

Too many pricing pages have their call to action buttons below the fold, basically making customers scroll in order to checkout. Your call to action should be visible to a visitor immediately and should also be the first natural place a visitor looks at. Make sure your call to action button stands out, and that no other elements overshadow it.

13. Limit Amount of Plans

Remember that too many options can cause frustration and increase bounce rate. Use pricing plans so customers can compare and find the best plan for themselves but use the minimum brainpower needed. Try testing the number of plans you have.

14. Yearly vs Monthly Plans

“Choice supportive” is a term in psychology that knows our tendency to remember our choices as better than they might have actually been. When people look back on their past purchases, they tend to rationalise the reasons they chose the way they did and feel satisfied with the purchases. This is why a one time yearly payment is considered better than a recurring monthly payment that may make our customer reevaluate their purchase each month. Test yearly pricing plans vs. monthly pricing plans to discover what your customers prefer.

15. Live Chat

Chat is a great way to communicate with your customers during the checkout process. Many customers have minor issues that could be addressed immediately and increase your conversion rates. In fact, latest research has found that:

  • 44 percent of online consumers say that having questions answered by a live agent while in the middle of an online purchase is one of the most important features a website can offer.
  • Chatters who engage via proactive invitation are 9.8x more likely to convert than visitors who don’t chat.

16. Introduce Exit Pops

A great way to capture people before they leave your pricing page is using a dedicated exit pop. However, keep in mind that this is not the automated exit pops that look like an error just happened on your browser, but a pop up that is designed personally for your customers. An exit pop can be used in many ways, the two most common are:

  • Giving a last minute deal before leaving
  • Capturing a customer’s email before leaving

17. Start Testing

The secret to any good pricing page or landing page is constant testing. There isn’t one best way to design a pricing page, everything needs to be tested and personalised for your customers. One thing that works for your competitor won’t necessarily work for you and vice versa, continue testing ideas and trying new modules on a monthly basis.

Conclusion

Remember that a pricing page is the first place a customer puts their vote of confidence in you and your product or service. When designing a pricing page plan, make an experience your customer will remember and feel good about. Similar to landing pages, pricing pages should be optimised and tested on a regular basis.

103 Questions You Need To Ask Before Developing A Website

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Aside from actual on-page optimisation and linking efforts, there is nothing that impacts a site’s performance more than the development and design.

In fact, a website with excellent on-page optimisation and strong linking will always suffer under a poorly coded site architecture and/or design. Most of the times, businesses come to us after the site has already been designed and coded. SEO companies then charge the client hundreds, if not thousands of dollars, to make the site search engine friendly. Only then they can start optimising, promoting and marketing the site.

The problem here is that making the site search engine friendly should not be done after the site is designed. It should be done while the site is being designed. It’s the developer’s job. They are coding everything, so for the sake of HTML (and all other web programming languages), they have to do it right.

Marketing Always Comes First

All good design should start with marketing. It’s marketing that determines what looks good visually. It’s marketing that determines the layout of the site. It’s marketing that constructs effective navigation layouts. It’s marketing that ensures the design adheres to best usability practices or considers the audience’s needs and requirements. It’s marketing that then takes that site and turns it into a revenue generator for the business

In short, marketing comes first and foremost. The rest is built from that.

In today’s post, we have compiled a list of over 100 questions that you can use to determine the scope of any new web development project. These questions allow you to:

  • get a good understanding of the business, who their audience is and what the client is looking for;
  • produce a quote that is as accurate as possible to the client’s needs and produce a website that meets their expectations; and
  • build a site that is ready to be marketed online, staying true to the business’s core principles and vision.

The questions below are listed under Background Information and Scope & Specs.

  1. Describe your target audience.
  2. What is the purpose of the website?
  3. What are your corporate core values and how do you express them to your visitors?
  4. What makes you different from your competitors?
  5. Why should people do business with you rather than your competitors?
  6. Describe the style of the website you want.
  7. Do you have specific company colors that need to be used?
  8. Can you provide the Pantone numbers for your company colors?
  9. Do you have any other materials that the site needs to match with in some way (brochures, press materials, etc.)?
  10. What do you like most about your current website?
  11. Is there any functionality or options on your current website that you plan to keep (other than the content)?
  12. What are your top 3 frustrations with your current website?
  13. What do your current competitors’ websites have that you wish to have?
  14. Are there any websites with designs that you like?
  15. What about those websites would you like to be incorporated into your website?
  16. What types of things do you see on other websites that you really like?
  17. What types of things do you see on other websites that you really hate?
  18. Name the 3 things that are most important in the design of your new website.
  19. Name the 3 things that are least important in the design of your new website.
  20. Where is your website hosted?
  21. Do you have full access?
  22. Can you provide usernames and passwords?
  23. Who will be involved on your end in the development of the website?
  24. Any other contractors?
  25. Who or how will you be managing website upkeep?
  26. Do you have a budget you are trying to meet?
  27. Does your current web host meet all your new website’s needs (space, bandwidth, databases, etc.)?
  28. Do you plan on or need to move to a new host provider?
  29. Do you need help finding the right web host?
  30. Do you already have a URL you plan to use?
  31. If not, do you need help selecting and registering a good URL?
  32. Do you have a logo you plan to use or will one need to be created?
  33. If you have one, can you provide the original artwork files?
  34. Will you need a favicon created?
  35. Do you have a tagline you wish to use or do you need help creating one for your site?
  36. Do you have a completed site architecture for the new website or will this be part of the scope of work?
  37. How many pages will the finished website be (estimated)?
  38. Do you have any page wireframes ready or will those need to be produced as part of the scope of work?
  39. Do you have the content for the website or will content creation be a part of the scope of work?
  40. How many pages of content will need to be developed?
  41. Will there be any cross promotion of content within the site?
  42. Please provide details on content cross promotion.
  43. Will we be importing and formatting your content, or do you plan to do this?
  44. Do you or your team need training for making website updates, content publishing guidelines, etc.?
  45. What types of actions do you want your visitors to take on your website?
  46. Do you have any specific photos you plan to use?
  47. Do you have full rights to those files?
  48. Can you provide hi-res files to us?
  49. Will we need to find and/or create any images for the website?
  50. Will video or audio be a part of the new website?
  51. Can you provide us the proper files or is creation of this content part of the scope of work?
  52. How many videos or audio files will be added and/or created?
  53. Will any customisations need to be made such as optimising for search, adding content overlays, customised wrappers, etc?
  54. Do you require online chat features?
  55. Do you have any other media or PDF documents that need to be incorporated, or will any need to be created?
  56. Will these need to be optimised for search?
  57. Will your visitors require any special needs (i.e., screen reader ready, larger fonts)?
  58. Do you require your site to be mobile friendly (responsive design)?
  59. Do you have any specific mobile requirements?
  60. Do you need multi-language support?
  61. Will you need a shopping cart system for e-commerce?
  62. Do you have a system you already use?
  63. Are you in need of an upgrade?
  64. Do you need a content management system?
  65. Do you have a preference for which CMS to use? (i.e., WordPress, Joomla, Drupal, Concrete 5, Magento, etc.)
  66. If not, do you need help selecting the best CMS for your needs?
  67. Will you need multiple levels of access?
  68. Do you need to be able to manage content publishing approval processes?
  69. Does your site need a blog or a forum?
  70. Will users need to log in to your site for any reason?
  71. If so, why?
  72. Do you need any password protected areas?
  73. What kind of content will be put behind password protected areas?
  74. How many web forms does your new site need?
  75. What is the purpose of each?
  76. How do you want the submitted info handled? (email, database, etc.)
  77. Do you need any social sharing features built in (tweet, like, +1, share, etc.)?
  78. Will there be any third-party applications that will need to be integrated?
  79. What are they?
  80. Will you need an events calendar feature?
  81. Do you have any subscription services?
  82. Do you use a third party for any part of subscription content delivery and/or payment?
  83. Do you require printer friendly options?
  84. Do you wish to employ any “content-on-demand” features (i.e., hidden elements that are made visible with certain actions)?
  85. Do you want a fixed-width or fluid-width design?
  86. What information must be on the home page?
  87. What information must always be visible?
  88. What features, sections or information do you want emphasised on the site?
  89. How would you like that to be featured?
  90. Will different sections of your site require different designs, layouts or coloring?
  91. Do you have any flash elements you want included?
  92. Will those be provided or do they need to be created?
  93. Do you need an internal site search feature?
  94. Do you want contact phone numbers prominently displayed?
  95. Do you require a database?
  96. What specific functionality will it need?
  97. Will you be offering advertising on the site?
  98. How should that be implemented?
  99. Do you have a Google Analytics account?
  100. Can you provide us access?
  101. Do you have any other specifications or need specific functionality that has not been addressed?
  102. What is your time frame for total project completion?
  103. Will you be looking for keyword optimisation beyond the design/development scope?

The Best Do-It-Yourself Website Builders Most Professionals Use

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Years ago, many professionals would look down on DIY website builder. They often avoid to develop their online presence using these services.

The same could be said today, to some degree. Still, even those doubters would have to admit that website builders have come a long process by offering aspiring site owners all the tools and features they need to make a perfect website that meets modern visitors’ demands of how a site should look and function. If you want to explore more on the world of DIY web builders, here are eight of the top players that will make a good start:

1. Wix

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With nearly 70 million users, individuals and businesses turn to Wix to create HTML5-based websites with no coding thanks to its hundreds of available templates. It’s drag-and-drop website builder is a breeze to use. Wix also offers free hosting using content delivery network (CDN) cloud technology. What’s more, it provides additional website support through its Wix App Market, e-commerce solutions, mobile-optimised features, search engine optimisation offerings and 24/7 support.

2. GoDaddy

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One of the most-recognised names in do-it-yourself website creation, many site owners choose GoDaddy for the convenience of buying a domain name, hosting their website and designing their digital property all with the same company. Users can select from hundreds of templates and leverage many of GoDaddy’s tools that help them learn and leverage best practices for increased online visibility, like social media and search engine optimisation.

GoDaddy’s website builder can really be as simple or as complex as one wants/needs it to be, from a basic 1-3-page site to a full e-commerce shop, with payment processing, analytics, reviews, social sharing and digital coupons baked in.

3. 1&1

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Similar to GoDaddy, users of 1&1 simply have to pick a domain name, pick a design and start building – all with no prior programming knowledge or skills required. Commonly known as a top hosting company, 1&1 can also be a web professional and/or company’s one-stop solution for domains, website building and hosting. 1&1 MyWebsite offerings are in-step with what their site owners need to be successful online, like better and more accurate online visibility on more than 50 directories, social media integrations, more than 140 integrated apps to increase site function and the ability to keep track of marketing efforts in regard to what’s working and what isn’t. 1&1 also offers an e-commerce website builder complete with a setup wizard, a drag-and-drop interface, a shop designer, eBay features, website templates and more.

4. Squarespace

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From brands to bloggers, Squarespace offers unique templates for a user’s needs when building a website on an easy-to-use platform. In addition to ease of use, Squarespace offers 40 million editorial and stock photos for use within a design, thanks to its Getty Images integration. Similar to the above mentioned website builders, Squarespace provides analytics and metrics tools to get insights into a company’s initiatives, as well as the ability to create a simple logo and run a mobile website and store.

5. Yola

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Like those mentioned before it, Yola offers the ability to choose from hundreds of professionally designed and fully customised styles. Users can make the site their own by adding photos, videos, maps, forms and more. While no technical experience is needed to build a website using Yola, it does offer advanced features for technically savvy users so they can edit images, add HTML, JavaScript and sitewide CSS.

6. Web

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Getting started with Web.com is as easy as three steps. The first step is to choose a free domain name, followed by selecting the package the user wants (ranging from about $2/month to $4/month) and finally creating an account. From there, users choose their design, customise their website and publish their website on the Internet – everything is done with point-and-click editing.

7. Webs

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Professionals or business owners using Webs simply need to select a professionally designed theme for their sites, add dynamic pages (about, services, contact, etc.) and then add apps like a Web store, blog or calendar to get their site up and running. They can add their own content by adding a company logo, adding slideshows, images and more.

Webs.com’s SEO booster is pretty innovative as those using the website builder can get a score based on the percentage of their site that is optimised, as well as get suggestions to make it more attractive to users and the search engines.

8. Weebly

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With millions of users, Weebly is a very popular website builder that gives even users of its free plans everything they need to for a high-quality site, including free hosting. Its mobile apps for iPhone, iPad and Android let users manage their sites, blogs or stores with their 5-star rated apps, from payment and order tracking to blogging and analytics.

Other Tools

While the aforementioned do-it-yourself website builders are certainly some of the top options available today, there are others like Websitebuilder(dot)com, Puzl, Jimdo and more that are worth a digital look.

WordPress Vs Magento: Which One Is Better For E-Commerce Developer?

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If you are currently utilising a website and looking to integrate some e-commerce functionality into it to grow your business further, you might be confused with the two most popular solutions: Magento and WordPress.

If you have some experience working with WordPress, Magento’s complexity may seem quite daunting comparatively. However, in this post, The Website Marketing Group will highlight some good reasons why Magento is most preferred for e-commerce development, and some tips on how to use it flawlessly as you do with WordPress.

From the outside, both platforms appear almost similar. Both of them are customisable, SEO friendly, can be broadly themed and have a strong online support community. Both are essentially content management systems (CMSs), allowing you to add, modify and manage your contents in the most simplified yet effective way.

However, their differences lie in their core purpose:

WordPress

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WordPress is an open source blogging platform and content management system. More than 60 million websites or 17 percent of total websites is driven by WordPress. Even websites like eBay, which owns Magento, uses WordPress for their blogs. In addition to being very user friendly, it is also famous for providing an easy-to-embed plug-in architecture and template customisation. In other words, the basic e-commerce functionality in WordPress can be achieved through various third-party plug-ins.

Magento

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Magento, just like WordPress, is based on an open source technology. It is an e-commerce platform having dedicated e-commerce features that have been trusted by 150,000-plus online store owners, including some of the world’s prominent brands, ranging from small businesses to large multinational corporations.

Magento offers a high level of customisation and functionality that renders merchants with the flexibility to set up online stores, according to their business needs, and provides rich features like multi-store management, generating reports, mobile commerce, marketing, search engine optimisation and other e-retail management tools. Its CMS system also facilitates the creation of complex content pages, menus and version control very much like WordPress.

1. Identify Your Website’s Purposes

Choosing one among both mainly depends on your website’s purpose. Although both platforms are content management systems, it is pretty clear that Magento was built particularly for e-commerce, while WordPress is all about publishing content and creating an informational website. Magento’s functionality overall is oriented toward a business structure and selling on the Internet. If your goal is to sell a large number of products online, then using Magento comes highly recommended. Rather, if your aim is to just create a website primarily for posting informative contents and blogs, or you wish to sell not more than a few products online, then WordPress may be a more suitable option.

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However, the functionality of the WordPress e-commerce plug-ins is limited. If you would want to integrate different shipping options or multiple payment gateways, WordPress may not allow you to do this. While in Magento Admin Panel, you will find a major part of it is committed to e-commerce capabilities like payment incorporation, shipping methods, stock inventory, price management, order fulfillment and so on. Furthermore, Magento is more secure than WordPress third-party extensions. If you want to see your business thrive, then Magento should be your first priority choice.

2. Differences In Development

As soon as you begin development, the differences between WordPress and Magento will also become apparent. If you have previously worked on WordPress, Magento may seem complicated to learn due to the differences in terminology and applications. However, learning Magento could be easier if you figure out the similarities between both the platforms, after all both are content management systems.

3. Templates

WordPress is made up of multiple editable pages and posts. When developing template files, a set of functions and loops are used to call the post and page content. Custom template files can also be created and applied to a single page.

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While Magento on the other hand functions quite similarly as WordPress. However, something that can be carried out through WordPress in a few clicks, the same thing needs to be done in a more programmatic fashion through Magento best practices. For instance, in Magento, you cannot set up additional CMS page templates simply by creating a new template file, but you also need to create a new module that updates the list of templates available to it.

4. CMS Static Blocks

CMS Static Blocks in Magento functions kind of like a combination of posts and widgets in WordPress. CMS Static Blocks are required for placing text and images on a CMS page or in a template. They act pretty much similar to widgets in WordPress, which manages structural elements and design in a template. Also, note that Magento offers its own widgets too, which provides a higher level of functionality than Static Blocks.

The major difference between the two is that programming contained in WordPress is based on a set of PHP scripts, while Magento is powered by the object-oriented concept, and involves numbers of files and folders. Moreover, WordPress has a unique naming convention, and most files are largely contained in the same folder, while in Magento several files and folders share the same name.

Conclusion

Magento is more efficient and recommended alternative to WordPress plug-ins if you want to promote the sales of your online business. Once you integrate Magento into your business, it will be highly beneficial to you because of its functionality offered, making it a robust e-commerce solution.

Retargeting: What It Is and How It Can Help Your Business

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Website remarketing actually works. 92% of marketers said retargeting is generally favorable to search.

They say that retargeting performs the same as or better than other display campaigns. But how, exactly, does it do that magic?

What is retargeting?

Retargeting lets you selectively advertise to consumers who have already visited your site with a message that’s tailored to the type of interest they have shown. This way, you can keep your brand on top of their mind and bring the right customers back to your site for repeated visits that add up to a purchase. In the recent years, retargeting has become a must-have tactic for reaching and converting potential customers, similar to search or email marketing. Take a look at the graph below:

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How retargeting works

By adding a snippet of code called a “pixel” to your website HTML, you can collect non-personal data like which pages a user visited on the site, the date and time they stopped by, and their approximate geographic location based on IP address. The way a consumer interacts with your site speaks the volumes about their interests and shopping habits. Experts call this “intent data”. It lets you target highly relevant ads to your customers wherever they go online.

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The types of retargeting

Most consumers switch between browsers, platforms, and devices several times a day. Marketers who take a cross-platform approach to retargeting will find far more success than those who only pursue a single audience. That’s why all advertisers should make themselves familiar with the different types of retargeting they can use to reach customers. Here are the three most common types of retargeting:

  • Web Retargeting: Traditional web retargeting refers to targeted display ads bought on ad exchanges and served on news sites, blogs, and other locations online. The combination of tailored messaging and targeted ad placement helps keep your brand top of mind, improve engagement, and bring customers back to complete a transaction or start a new one. Web retargeting works well for e-commerce, tech B2B, media and entertainment, travel—any brand interested in engaging current or prospective customers online—and is a strong foundation for any retargeting program.
  • Retargeting on Facebook and Twitter: 80% of consumers look to friends and family for product recommendations and, for many, paid ads in popular social platforms serve the same function. Not only does retargeting on social give you access to some of the largest audiences online, it also lets you take advantage of native social tools, such as share, like, and comment. By adding retargeting on social, AdRoll’s advertisers have seen up to 3.05x boost in clicks, a 2.84x lift in impressions, and 2.18x more conversions. Since only 8.1% of potential customers will see both the site retargeting campaign and the social campaign, adding Facebook and Twitter to your retargeting program can extend your reach significantly.
  • Mobile Retargeting: Consumers today are more likely than ever to browse and buy everything from shoes to software on a mobile device. By 2018, there will be more than 2.5 billion smartphones around the world and m-commerce sales from smartphones should reach $34.8 billion. With mobile retargeting, advertisers can retarget desktop site visitors as they’re browsing Facebook and Twitter on their mobile devices, or retarget mobile site visitors directly as they browse other mobile sites. Mobile retargeting can be a useful channel for any brand with a mobile-optimized site or mobile app. It’s especially popular with mobile app developers who can drive downloads by retargeting desktop audiences with mobile app install ads that direct users to the iTunes App Store and Google Play.

Optimising Your Conversion: An Analysis

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Increasing conversion rate on a client’s site can be difficult.

Finding a page with decent organic traffic, high conversion rate and low bounce rate is kind of big thing to do. Something in the UX part of the current page resonates strongly with users, but what is it?

Thankfully, web analytics allows us to see what is working and what isn’t.

FIRST-PAGE DATA

The image below is a top-converting landing page for a high-value SEO term, with a high conversion rate. With a little work, one can see how users interact with this page. The circles reflect where users click and visit after landing – the size of the circle on that element reflects the number of users following that path (in the form of a percentage). Web professionals can obtain this information by taking a landing page report and layering in the second-page path, showing where users go after interacting with the page.

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The area with 27.3% of clicks is the “Sign In” button. As we know this page converts well, we can conclude that its conversion rate is bolstered by attracting returning users. As such, on-site content should be tailored to speak to these users’ position lower in the conversion funnel.

Usually, users are not traveling far below the fold. Even when users do engage with mid-page content, only a couple of the hero images in the top row are receiving clicks, with a third hero in the second row performing well. This signals an opportunity to rearrange on-page content to better speak to user intent. The page attracts returning users, signaling that they’re at least marginally sold on the site’s value proposition; by incorporating trust signals (such as satisfaction guarantees) into the hero images, we may be able to give engaged users the nudge they need to finally convert.

2. SECOND-PAGE DATA

The image below provides an example of the same report, this time aggregating the second-page data for all users visiting any page with a similar template. A great example here would be for an e-commerce client looking at the second-page behavior of all users who, for example, landed on children’s apparel product pages. Looking at this set of pages, we see that most user interactions are within the top navigation bar; some engagement occurs with above-the-fold content. Note that, in contrast to the previous example, there’s very little interaction with the upper right corner where the “Sign In” button is located. This page group attracts large numbers of new users who have never converted – their investment in the site is low and they may not be ready to convert.

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This page group’s biggest problem is that there’s a lot of different information thrown at the user. From a busy navigation bar to as much content below the fold as the template can hold, it isn’t clear what users should do. There isn’t a clear call-to-action, but rather multiple calls, each of which speaks to a different level of commitment: newsletter sign-up, site registration and lead form fill. Ideally, there should be one call-to-action on the page, catered to the user’s likely place in the funnel; considering that users at this stage are new to the site and just looking around, prompting them to sign up for an email newsletter will likely convert better and keep them moving toward eventual conversion.

While the users who flock to this page are low value right now, they come in large enough quantities to warrant thorough testing and analysis. Testing different page elements, such as the call-to-action or navigation, could improve the content of the page, increase engagement and, thus, lift conversion rate.

3. FIRST-HAND FEEDBACK

In this way, user experience analysis gives designers, developers and digital marketing professionals direct feedback on how users are interacting with their content. By better understanding what users want from a webpage and how those goals are met (or not) on each page, this analysis provides an opportunity to optimise for conversion and engagement behavior by page elements that matter.

How To Create A Personalised And Trustworthy Landing Page?

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This post will discuss the importance of personality and trust in brand communication, particularly in landing page optimisation. There are five strategies for presenting a user-friendly landing page and a personable business that you can apply to improve your conversion rates. Some techniques are going to be shared as well so you can add more value that gets a visitor to convert.

Landing page optimisation is a continuous exercise of testing. When we meet someone new, we unconsciously process minor, inexplicable cues. For no specific reason that we are aware of, we either like the person or we don’t. An example of this unconscious decision making is the fact that we tend to trust someone who is confidently poised, has an open air, and speaks calmly, slowly, and directly. People are less trusting of people who appear weak, closed off and not very good looking.

Landing pages are no different. When someone lands on your landing page, the decision to stay takes between three and eight seconds. This decision is made half consciously and half unconsciously. Half of it is based on the value that is communicated quickly and clearly, and half of it is based on those indefinable factors that just “connect” with your landing page traffic or don’t.

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A good landing page example from Crikey

Your landing page needs this “je ne sais quoi” – that indefinable something that puts you a notch above your competitors. Let’s check out five strategies that add personality, increase trust, make your page a friendly one, and overall, can increase your page’s conversion rate and your business revenue.

1. Use Friendly Colours

Colour psychology is the exploration of how colour impacts our perceptions, reactions, and emotions. In marketing terms, it’s about using colour tactically to increase engagement, cause a desired action, and create an emotional connection or specific feeling related to your business or your product.

Colour triggers the most innate part of our selves. We see green and are calmed because, in the days before supermarkets, green meant water and life. We see the colour red, and genuinely, our heartbeat speeds up, causing us to act more quickly on our feelings. Colour can make your landing page friendly and increase your click-through rate. The right colour scheme puts your landing page visitor at ease and is the basis for a good first impression.

It’s all about what you want to communicate with your landing page – the “look” you’re going for. Here are a few recommendations based on colour psychology:

  1. The Professional Look: Shades of gray, white, and black – green for CTA. Black and gray evoke sophistication and sincerity when used in partnership with a crisp white (avoid beige, brown, and tans, as they’ll wash out your page).
  2. The Youthful, Startup Look: Dark blue, light blue, gray, and white – orange for CTA. Blue is (across both genders and all age-groups) most people’s favorite colour. It is said to create the sensation of trust and security. Lighter blues are calming, while darker blues denote professionalism and sincerity.
  3. The Environmental, Eco-Friendly Look: Green, white, and brown – red or orange for CTA. Green communicates health and wellbeing. More recently it has started to indicate the eco-friendly movement and environmentalism.
  4. The Female-Focused Look: Purple, white, and beige – orange or yellow for CTA. Purple is the favorite colour of 23% of women, and 0% of men. It communicates womanhood, maternity, and comfort. Interestingly, it increases in popularity as women get older.
  5. The Male-Focused Look: Black, red, and gold – red for CTA. Solid black landing pages with vibrant reds communicate strength and permanence, appealing to masculine sensibilities.

Each of these colour schemes requires you to know your business’s target market. This also is an essential part of language in landing pages. One of the biggest mistakes you can make is to use the wrong colour scheme, particularly when optimising CTA buttons. The right amount of contrast can focus your visitor’s attention, while too much contrast can increase bounce rates or even outright scare your landing page traffic.

2. Include Images of People

Images of people communicate trust better than any word, unique selling point (USP), or other image possibly can. The idea of a “faceless corporation” is a real one, and one you do not want to cultivate. However, like with all landing page optimisation, we can’t just throw any smiling woman on our page and decide we’re good with the results we get. We have to optimise, not just test.

Optimising your page’s image means finding the right image for your business’s target market.

Here are five variables to test when optimising your landing page image:

  1. Smiling or serious. Do you want to communicate sincere professionalism or happy professionalism?
  2. Eye Direction. As silly as it might be, eye direction matters. Do you think it’s a coincidence that the KISSmetrics landing page’s smiling young man is looking directly at their USP?
  3. Model and Stock Photos or Real. Most case studies indicate that photos of real people improve conversion rates (often by up to 50%) over stock or model images. This is likely because we have a high level of empathy and trust for “people like us” (see “Credibility of Brand Spokespeople” in Section 4 below).
  4. Groups or Single Focus. Group shots can work better than individuals, but (like so much of landing page optimisation) it really depends on your own business and testing. A recent case study found that the conversion difference between one smiling individual and another was actually negligible. But the difference between a group of professionals and a single man or woman? You’ll have to test it for yourself.
  5. Album or Single Image. If you do go the album route, as many successful businesses do, remember it’s absolutely essential that each image have its own relevant USP. You also can use a revolving album of three or four images in place of your page’s benefit list. Then again, a single focus (and single USP) may work better for your business.

3. Focus Your Tone and Language

The language your business uses on its landing page frames your tone. To create a personable, relatable, friendly, landing page, you need to focus your message on the visitor’s needs and wants.

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A good photograph is a must. Click to enlarge the image.

The point of your landing page is not to sell your product, but to sell your visitor on your product. Here’s how:

  • Make it Personal: Your landing page should be about your visitor in terms of language (use “You”) and it should create a personable and friendly tone (use “We”).
  • Focus on Value: Instead of “Buy now!” try “Get access to leads.” Instead of “Book an appointment” try “Get the time slot you want!” Home in on what the visitor gets, not what they should do.
  • Positive Reinforcement vs. Negative Avoidance: The case studies are divided on this one. Does your target market respond better to “Increase click-throughs!” or “Decrease bounced traffic!”? Test it!

4. Make Your Business Friendly by Featuring Yourself

There are many ways to achieve this. Videos explaining products are becoming very popular in the landing page world. They showcase the human side of your business, again combating that “faceless corporation”.

A few more ways to showcase yourself or your employees on your landing page:

  • Make your contact details obvious: This is a no-brainer. A contact address or phone number should be evident on your page.
  • Test a short “About Us” section on the page: A couple of solid sentences about your business’s mission or origins can work with your USP to set your business apart from competitors.
  • Include product description recordings: This is something we’re actually testing at the moment: my voice speaking over a screen-capture describing how each of our tools works.
  • Integrate a live chat popup: If your service is somewhat complicated or may need explaining, a live popup is preferable. Make sure you include a headshot and the name of the customer support agent as well. Even if your service isn’t that complicated, a live chat is recommended. Make it unobtrusive but clear.

It’s worth mentioning at this point that all of the strategies above will add complexity to your landing page. Many target markets respond better to simplistic landing pages. Test one, or all, of these new variables for yourself to see if it increases conversion rates for your business.

5. Tap into Customer Testimonials

Customer testimonials are becoming one of the most important parts of landing pages. Remember, however, that this step is relevant only for items priced at less than $400. The word of an expert becomes paramount when the product or service being considered gets above $1,000. No matter the source or format of the review, hopefully we can agree that they are absolutely essential for your landing page’s success.

Conclusion

Hopefully, this post has given you a few insights and inspirations to start your own testing. These strategies are about focusing your landing page on your consumer: making them comfortable with the right colours, increasing trust with friendly language and a customer testimonial, and making your business approachable by featuring yourself.

Website Audit – Why You Need To Do One

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