Category: Site Conversion

Multimedia Strategy: Video – Host or Post

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Video is becoming more and more prevalent on websites.  And why not? If done well it can be a powerful marketing tool.  But what is the best way to get your video content online?  There are two options host or post.

Posting to an external site has advantages:

  • Easy to upload video
  • No bandwidth costs
  • Lots of traffic
  • Easy to share (embed, email links, rss feeds, etc)
  • Serves as a pseudo social media platform

But there are also some disadvantages:

  • Videos are watched on their site, not yours.
  • No link benefit if people embed/share your video
  • Limited analytics to understand user engagement, video bounce rate, etc
  • Tend to be lower quality
  • Ads appear on your content
  • Limited length/duration
  • No custom branding

So taking pros and the cons I tend to use a hybrid strategy.  For shorter length video where highest quality is not a concern put them on a video sharing site (like youtube).  Everything that’s on youtube can be embedded into your site.  This provides the benefit  of uploading video using their pre-set tools and the extra exposure online.  When embedded on your own site you also gain better tracking and can brand the page to ideally suit your online marketing campaigns.

If high quality, duration, or limited compression is a concern, always host the video on your own site.  This is necessary because the video sharing sites won’t support it and  time consuming work-arounds are necessary which make it an inefficient strategy.

Using this method is a way to get some of the benefits of hosting and posting while minimizing the limitations.

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Monitor Bounces: Websites

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When reviewing website performance we tend to gravitate toward the positive interactions.  These are the metrics we hope will be high: visits, clicks, conversions, etc.  However it can be equally important to measure the negative interactions, opt outs and bounces.  By keeping those numbers low we increase the opportunities that the positive interactions have.  Bounces specifically can be important for uncovering site performance because it’s a direct indicator of how visitors react to our content.

Website bounce rates are when a visitor lands on a webpage and then leaves.  As a general rule a 50% bounce rate is average.  After all every visitor to your site has to leave from somewhere so non-existent bounce rates just don’t happen.  If bounce rates get down in the 20’s% range or less, then you have a high converting page.  This often only happens on landing pages where people come for a certain thing and have to complete a single item to get access to it.  Rates higher than 50% can be a signifier of problems with the pages content.

A word of caution when analyzing bounces, make sure to take the page content into account.  There’s an art to analytics as well as science.  Some pages will be prone to bounce rates and it’s not necessarily a negative sign.  A blog post, video, or article page are good examples.  This is even truer when promotions are sent out advertising these things.  It’s reasonable to expect that the majority of people that land on these pages will view the content that enticed them there and move on.  Some subset will likely click on to something else but the lion’s share of visitors will get what they came for and go.  A higher bounce rate on these pages should be expected.

By default many analytic programs will display bounce rates in a time layout (i.e. bounce rates by day).  This is helpful if a certain campaign is going on for a set amount of time.  However, pulling bounce data by page is often more useful for overall site analysis.  The reason for this is that the pages can be sorted by highest bounce rates.  This will bring your worst performers right to the top of the list.  Then you can move down the list and see which poor performers are expected to have a higher rate and which should be performing better.

Once the list of poor performing pages is compiled, it’s a matter of reviewing those pages and updating the content.  There is something that visitors expect to get from this page but aren’t.  Trial and testing is needed to modify the page so that it’s suiting visitor needs.

Think of your site as having a party.  Having a lot of people show up is a good start.  But if they all peek in the door and head somewhere else it’s not going to be much of a bash.  Bounce rates are a great way to find the pages that are turning your visitors off.  Use that information to make pages enticing and draw visitors in.

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Does Your Landing Page Add Incentive or Repeat What Recipients Already Heard?

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Every offer made online through email, social media, ads, or sponsored links should direct people to a webpage on your site dedicated to that offer.  These landing pages are a tried and true best practice because if people land on a page that doesn’t reinforce the offer they were interested in, confusion and abandonment multiply.  However, good landing pages bring additional reasons for recipients to take advantage of an offer.

Your online target audience is looking for reasons not to take advantage of your offer.  And with good reason, there are so many opportunities and promotions online that we tend to have a strict filter.  There simply isn’t enough time in the day to keep up with every marketing message we encounter online.  So your landing page needs to reinforce the benefit of completing the offer.

The problem is that many landing pages repeat information rather than build on it.  How is this done? Many landing pages just repeat the initial marketing message.  For example, it’s not uncommon to receive an email marketing communication, click on the offer link, and find the exact same info and layout but with a form at the bottom.  Sometimes this is done strategically like if the page has a promotional video that couldn’t be delivered directly via email.  Many times, however, it’s done because it’s quicker to copy and paste the information than to build a custom landing page.

It’s a good idea to use some formatting and content from your online promotions to create consistency.  It’s a bad idea to copy it verbatim with no additional selling points.

The reason is that you usually don’t need to repeat yourself.  Some people will be very motivated to take advantage of your promotion.  They won’t look at your landing page and complete it as long as they clearly see the offer is the same.  Reinforcing the offer on the landing page is for the group of people who are interested but not quite convinced.  Repeating what they already saw is a poor way to convince them to complete the offer.  The landing page should have additional information about the offer that highlights subsequent or additional advantages.

There are a lot of schools of thought on landing page effectiveness and optimization.  Only two rules apply to everyone.  Your landing page needs to have a single focus of getting visitors to complete the offer and tests should be run to improve results.  Beyond that you are free to customize your content and layout.  Use that freedom to build a page that reinforces the promotions done for the offer.  Reinforce the offer with additional benefits and more in depth information so that people that need to know more to complete a landing page conversion are reassured to do so.

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A Picture is Worth a Thousand Words, But Which Words are You Saying?

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Pictures (and multimedia) can be worth a thousand words.  Just make sure that the images used in your online marketing are the ones you want to say.

Years ago most images on a website (at least professional ones) were analyzed, if not labored over.  The reason was that every page counted and just the right image was necessary to make the most of the sites marketing potential.

With the explosion of social media and link farms there is a lot of new content hitting the web.  And as you’d expect when quantity spikes, quality often plummets.  Social media and content management tools have been great in opening the web up to anyone who can use the internet.  Unfortunately this lack of restraints can lead to too much content being produced in a low quality manner.

Of course for many applications a low quality doesn’t matter.  No one is going to criticize a poorly shot photograph from vacation that someone places on Facebook.  However, if you are representing a company or organization, that will reflect poorly.

For example, I get Tweets from a company that regularly posts poorly shot and often pointless photographs of events they hold.  The people in the photos are never identified and aren’t recognizable because these snapshots are usually taken too far away.  In short they are pointless.  The company would be better served in buying stock photos of groups of people looking at speakers.  At least the photos would be well composed.

Don’t get trapped in the quantity trap. Take the time to only create and release quality materials that are pertinent to your audience.  There is a lot of drive now to maximize the use of social media and build links.  Both of those are admirable goals but only if the content being created is up to par.  After all, dumping a lot of poor quality or pointless material onto the internet might generate a few clicks but your credibility will gradually erode.

Search Engine Optimization, Site Conversion, Social Media, Web Maintenance ,

Define Success: Social Media

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There is one metric that most people use to measure social media:

  • Contacts (LinkedIn)
  • Followers (Twitter)
  • Friends (Facebook)

However the number of people watching is not always the most important number to review.  Certainly social media is about interaction but our ultimate goal is what needs to be kept in mind.

For example I worked with a client who was frustrated by a lack of followers on Twitter.  Upon review we discovered that no notification or promos were put in place for the Twitter account.  It basically existed to feed other social media systems.  Under that goal it was a complete success.  It had been well set up and the Tweets were feeding multiple system.

This was more of a misunderstanding but it shows how legitimate goal can be mixed up.  Twitter was serving the intended function it was designed for in this case.

Remember, social media needs to be gauged by the opportunities it generates.  An audience that doesn’t interact is fairly worthless.  Don’t assume that contacts, followers, or friends is a measure of success.  It’s more of a gauge for the number of opportunities you have for success.

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Define Success: Website

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Website metrics are often simplified to website metric, visitors. While the number of visitors is certainly important as we need traffic, many other metrics are a better measure of success on a website.

There are several web metrics that can be used to define success based on the company objective:

  • Bounce rate – This serves as a reverse goal, meaning a low rate is better.  Bounce rate designates how many people land on a page and then move away from the site.  It’s a great way to see if your content is delivering what visitors expect.
  • Time on Page – With a little analyzing you can see if people are using your webpages as you intend.  For example if it’s an article and they only stay a few seconds, then it’s unlikely that your content is engaging.  Conversely if it’s a directory and the time on page is low (and bounce rate isn’t high) it confirms that people understand the navigation easily and are finding the link to information they want.
  • Conversion – This takes some set up in the metric system but there should be clearly defined conversions for every site.  These are typically landing pages and a measure of how many people took advantage of a landing pages offer like newsletter sign ups, contact form, or event registration.

Truly valuable information comes from mixing these metric and analyzing the story it tells.  For instance viewing visitors to a conversion page and see how many people fulfilled the conversion is a powerful way of gauging offer and page layout effectiveness.

Don’t simplify website metrics into visitors only.  After all if people only visit the site and without taking any action, it’s unlikely that the website has fulfilled its real purpose.

Internet Marketing, Site Conversion, Web Maintenance , , , , , , ,

Is Your Call to Action Luring Visitors In?

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A good call to action is a Siren Song.  Your target audience shouldn’t be able to resist its lure.  However, many times websites calls to action are a dud.  They ask for a lot and provide little in return.  Make sure that your call to action is appealing to your website target so that conversions are consistently generated.

The first hurdle to making a good call to action is knowing your audience.  If you make “gut calls”, then you don’t know your audience.  Instead do some testing on calls to action.  Create landing pages for as many as three calls to action.  Make the layout and language as similar as possible.  Then send it to test audiences that fit your target profile.  That will illustrate what calls to action are appealing and which draw little interest.

The second step is to test and track layout and content.  Some changes will vastly change visitor’s perception of an offer.  For testing purposes it’s best to make small changes and see how that affects the metrics.  After the first test is complete, make another small change and see if that improves conversion.  This can be a tedious process but it ensures gradual improvement rather than guesses that may or may not help the call to action.  A layout and content that clearly communicates the call to action and the benefit to the visitor is the critical to ensure that visitors take advantage of an appealing offer.

Just remember that unlike a siren song we want to serve our visitors needs, not dupe them into dooming themselves.  Make sure that your call to action is sustainable for your business and you can deliver on the promise the call to action makes.

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Email Subject Lines – Be Direct

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Jakob Nielson wrote a great article on email usability.  There is a lot of good points but I wanted to focus on his section about subject lines.  As a rule of thumb, if you have doubts on what the subject line should be . . . be direct.

There is a great example in the article of a subject line that the ad or marketing people probably loved.  And with good reason, it’s a witty one liner.  It just sucks as an email marketing subject line because it doesn’t give recipients a clue as to what the email is about.

In marketing and advertising it’s easy to be swayed by our cleverness.  The problem is that almost all email recipients don’t have time for clever.  They get too many communications to want to revel in advertising wit.

Make subject lines to the point and open rates will be better.  Our testing typically shows a 10% – 20% decrease in opens if a question or tag line is used in the subject line vs. a direct subject line that summarizes the email content.  The same is true for subject lines that are too long, so don’t attempt both direct and witty.

Tell recipients what you want to talk about.  The email is the chance to tell them again with more detail.  Finally the web landing page is a chance to tell them a third time and give them an opportunity to act on it.

It might not be flashy, but in email marketing the subject is your first chance to say something. Make sure it sets recipients up for the email’s content, not leave them guessing about what a clever subject line has to do with anything.

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Email and Internet Testing Needs Some Planning

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In a previous post, I said that email testing didn’t have to be a monumental task for smaller lists.  While that is true, the statement shouldn’t be taken to mean it is easy.  Detailed analysis is necessary to get a true picture of how your campaigns are running.  An integrated set of reports that takes all of your online initiatives into account is critical to make sound decisions on how to improve your metrics.

As a general rule a complete understanding of your online campaigns hinges on knowing how the numbers affect the bottom line.  Here is a real life example.

Company X was running an email campaign and were fairly diligent about reviewing their results.  Over the course of a few months they modified their emails and found that their open rate improved by 10% and their click rate improved by 2%.  They were thrilled with the results and made the changes permanent.

For about a year after making the changes they saw decreased conversions.  Fretting over the trend, they decided to go through a full campaign analysis.

I won’t describe the specific situation but as a generic idea, but here is a genericized comparison.  They sent an email to a list with a revised subject line that said fill out a simple form and get $100 (a great offer).  The copy was tweaked to make filling out the form a singular focus.  The email generated recipient interest and open and click rate sky rocket.  Then recipients were directed to  a form that said,  “Only available to 10-year-old’s from Peru” (It only applied to a small subset of their list).  The conversion rate plummeted because they were getting clicks but it was coming from poorly suited prospects.

The in depth analysis revealed that while the email numbers improved, the landing page conversion plummeted by 50%.  After understanding that their average lead was worth about four thousand dollars, they estimated that their “improvement” had cost almost one-hundred thousand dollars.

A big picture is critical while testing online campaigns.  Making decisions on segments of data might improve that area but could cost a lot overall.

Email Marketing, Internet Marketing, Site Conversion , , , , , , , ,

Website User Needs Can’t Be Presumed

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Site owners often tell me things like, “Users are going to love this feature” or “This tool is perfect for what our visitors should be doing.”  My response is usually, “Is that what testing has shown?”  The reason I ask this question is because many site owners make decisions on gut feel.  After making the gut call, many of them will lament/blame, “Users are really missing the boat with this, here’s all the great things they could be doing . . .”  Your users are not you, so don’t presume they feel just like you.  Do some testing to ensure that a feature or tool you are developing is something users desire.

Doing a short reality check on how well your presumptions match up with user needs is worth the effort.  In a recent conversation with a site owner, he was complaining about an event matrix tool that he had launched for his users to track events of interest related to his site’s content.  He was sure that every user would want to use it.  After spending significant time and energy, he discovered very few users had an interest.  He could have saved some time and/or developed a more desirable tool if he had done a reality check before investing in the tool.

Testing doesn’t have to be a giant undertaking, though for large sites or in depth campaigns it needs to be thoroughly planned.  For smaller sites it is less in depth.  Testing can be a sample of people that visit your site and provide feedback on how they use the site and what they’d like to see.  It can also be a user test session where a person uses the site and the site owner observes how and what they use.  This is sometimes more valuable, as actions will speak louder than words.

Here are the primary things to look for from the tests when deciding  if the feature you feel is great, actually cuts the mustard with users:

  • Navigation – A great tool is worthless if people can’t find it.
  • Usability – Users have to be able to easily use the feature or tool.  Make sure it is intuitive so that users will stick with it and get the maximum benefit.
  • Functionality – The feature or tool better do what you claim it will.  Setting expectations that aren’t met will harbor resentment.
  • Communication – You won’t have a lot of time to highlight your feature or tool using online communications.  Spend some time boiling it down to its most basic benefits so you can concisely generate interest.
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