Your online marketing strategies-you know how vital they are for attracting consumers to your business. Your website is where 1st impressions will be made concerning your company; it is where a consumer’s attention will stay girded-or not; and it is where consumers will or will not contact you. The last thing any website needs is less site traffic, lost conversions and reduced revenue.
Let’s take a look at 5 of the most common errors that businesses make regarding their website’s marketing-strategy logistics.
1: Avoid: No Mobile Site:
Using smartphones to access a business about a local store is something the majority of mobile-phone users do! These statistics concerning smartphone owners are derived from the comScore mobile commerce report-June 2013:
*** 55% of time spent with e-retail occurred on a mobile device
*** Smartphones accounted for 44% of retail Internet minutes
*** 59% of smartphone owners used a mobile web-browser to find a store location
*** Almost two-thirds of smartphone owners used a mobile web-browser to research product features
Lynee Alves, director of retail solutions at comScore, stated: “Mobile is having a profound impact on how people engage with the retail experience today. Not only are consumers using their mobile devices to engage more with retail sites and apps, they are beginning to transact on these devices in a meaningful way. Retailers must adapt to this new landscape if they are to succeed in the emerging channel.”
If your website is not optimized for mobile as well as desktop viewing, then you need to make sure you create a web -friendly website with key features including the basics: 1) your address, phone number and hours of operation as well as driving directions and 2) click-to-call functionality.
Also, it’s imperative that your website fully reveals itself when loading on a mobile phone. If only partial information will be viewable, it will garner frustration, resulting in a poor user-experience; and you can bet your site will be abandoned by most. If consumers can’t access everything they desire on their phone, they’ll find a competitor who will accommodate them 100%.
And one more thing to think about: if your site isn’t built for mobile, it may not even show up in mobile search results-potentially costing you half the traffic you should be getting from SEO!
2: Avoid: Untidy Home Page:
Imagine yourself on a homepage where you literally have to search and search for the information you are looking for. We are an impatient bunch, and if it takes longer than 30 seconds to find what we need-such as a list of services, business hours, driving directions etc., many of us are on to a different site. Too much information is mental and emotional overload; and consumers can become easily irritated if they are unable to instantaneously locate what they want–they want information and they want it ’5 minutes ago’.
The home page absolutely must be light on text and heavier on visual appeal-we’re visual creatures, every single one of us-no exceptions. Avoid copy-and-image clutter and replace it with a streamlined design in addition to search-optimized copy. Search-optimized copy allows your company to be found more readily by consumers searching for specific topics. Your website will receive more targeted traffic in addition to consumers that feel more motivated to buy or contact you–all because your home page was visually appealing and user-friendly.
3: Avoid: Unclear Conversion Path:
It’s not unusual for consumers to leave a website if it requires too many clicks to get where they want to go. If frustration begins to build with a visitor, you’ve probably lost them. Make sure you highlight your desired conversion path as the most essential feature on your website. More than half of businesses do not utilize a clear conversion path!
The look, feel and functionality of your site absolutely must be clean, simple and professional. If a call from a potential customer is what you want more than anything, your phone information needs to stand out on the first page! No one visiting your site for the first time should be required to search for it.
4: Avoid: No Secondary Conversion Path:
If it’s after-business-hours for your company, your conversion-rate shouldn’t stand still and suffer. Your website needs a secondary conversion path such as an email option, contact form or live-chat that will enable consumers to stay connected 24/7. Customers want to feel they have the power to accomplish their goal even after the sun goes down. A secondary conversion option relieves anxiety when a potential customer doesn’t have to wait hours and hours to purchase a product or ask a question. Eliminate anxiety and frustration at all costs!
Live-chat, especially, is an incredibly powerful secondary-conversion tool since it affords a comfort level for customers who can relax in the mental of their home, office or vehicle. If one is wishing to buy a car, for example, but has no desire, at the moment, to speak with a salesperson at the dealership, a live-chat can feel far less intimidating.
5: Avoid: Not Tracking Conversion Sources or Not Measuring ROI:
If you are not able to clearly understand your ROI, how can you effectively maintain those marketing strategies that generate the most leads and customers? Additionally, how can you know which ineffective marketing tactics must be modified or eliminated? It’s imperative that a business-owner be fully aware of how consumers found that business-whether SEO, social media etc.
Any company or business dealing with digital advertising needs back-end technology that tracks, from where, all calls and clicks originated. If a business owner cannot determine the origin of visitor contacts, marketing dollars are wasted. A party-planner, for example, might have a website equipped with 5 tracking phone numbers that will automatically swap on the website based on the visit’s marketing source-in this case: 1) direct ads 2) paid search 3) organic search 4) social media and 5) directories. Tracking technology allows the owner of any business to understand which marketing programs are driving the most visits and contacts to its site. Obviously, the end result is nothing but constructive since decisions can be fine-tuned as to where to spend marketing dollars the most effectively.