Ever since 2017, when it hit the market share of 52%, digital marketing overtook all other marketing channels and became the dominant form of advertising. Taking into consideration its global reach, versatility, and the ability to easily harness relevant data and measure results, such development was all but expected. However, it is worth pointing out that all these benefits are built around one and only cornerstone that represents the starting point and the finish line of every digital marketing campaign.
This cornerstone is your company's website, and its design and overall accessibility can make or break all of your marketing efforts. Let's see what we can do to avoid the latter outcome.
When they visit the website, people are often swayed by the superficial eye-catching design elements like images and animations. And to be quite honest, these assets do the best job of conveying the brand messages in the most appealing and streamlined manner. What keeps them staying, though, is the ease of navigation and simplicity in which they are able to find the vital information. Nailing the headings, eliminating unnecessary categories and links, integrating search functionality, and giving the visitors will prove to be quite helpful in this regard. Also, regular QA tests are a must.
The best way to know how to adapt the website for the optimal user experience is to ask the visitors for the opinion. But, how would you do that without antagonizing these very visitors with annoying surveys? The simple answer can be found in new business hubs like Hong Kong that are, due to the highly competitive local market (e.g. up to 15,000 local eCommerce stores), currently pushing the envelope in terms of web design and SEO. Namely, the local companies are usually conducting these types of questionnaires through integrated chat-bots that are far less intrusive than pop-ups. You should too.
The benefits of including Search Engine Optimization in your marketing portfolio are twofold. First and foremost, you will give your company a way into the top of the Google SERP and thus do wonders for its local visibility. Second – if we stay in Asia for a bit and once again take a look at the best Hong Kong SEO company practices, we will see that most of the moves aimed at improving the website rankings like managing the headings, working with backlinks, making the website accessible from mobile phones, etc. are, at the same time, making the website easier to navigate. Essentially, you are in a win-win situation.
No matter how hard you try to provide your website visitors with appealing visual content, the bulk of information your potential clients will consume is still conveyed through simple text. Because of that, you should put a lot of effort into making these text-based sections as readable as possible. So, do your best to eliminate the uninterrupted walls of text, cut the unnecessary visual clutter, embrace the good old minimalistic design approach, and use a bit of whitespace in the page design. These measures will effectively eliminate 90% of common mistakes related to the readability issue.
This applies to all types of content you are going to work with – images, text, videos, and so on. After all, content is what your potential customers are visiting your company's website to get some piece of info. If this short journey is not rewarded with the content formats that are not suited to their demographic, they will quickly bounce and try luck with some of your competitors. So, before putting all of your resources into full gear, conduct short market research and get to know the people you are going to create the content for. Your efforts will be well rewarded.
Last but not least, all of the things we have covered above will remain only wishful thinking if you don't find a way to measure your progress and identify weaknesses in ongoing marketing strategies. Fortunately, modern analytics tools are more than equipped to help you monitor some of the essential website performance KPIs like leads, signups, bounce rates, sessions, percentage of new visitors, and average session duration. Only by taking a thorough look at these key metrics will you be able to identify the broken cogs and perform necessary upgrades. Everything else is shooting in the dark.
We hope these few mentions gave you some general idea about some of the simplest ways to make your company's website more user-friendly and thus increase the number of conversions. All these measures are more than necessary. A professional website is the main pillar that will support all of your future digital marketing efforts. You don't want to leave anything to chance, don't you?
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