How Does Your Website Make People Feel?

One of my colleagues here at LocalDirective when asked to review a potential client’s website had this response,  “At first glance I feel like the font is yelling at me.  No bold.  Bold makes me feel even more like I am being scolded.”  I‘d venture to say, she did not feel there was a good user experience!  How many visitors do you think bounced off that website almost immediately?

There are two important website design elements when you think about your website:  The User Experience (UX) and The User Interface (UI) or Interaction.

Is your website clear and easy to use?  A powerful program that has a poorly designed user interface has little value.

There should be one primary goal per page and you should be asking these questions:

  1. Who is my ideal audience?
  2. Where do I want to send them on my site?
  3. What call to action will best
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Get Better Marketing ROI: The Neuroscience Behind Conversion Optimization

Neuroscience of marketing is finely balanced. From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses The Neuroscience of Conversion Optimization.

This is a great article that describes three principles from neuroscience that are directly tied to conversion rates. In addition to understanding the science, the author provides actionable methods to incorporate the principles, so you can put these ideas to work right away.

An example is ‘processing fluency’ which basically says we have a tendency to have a more positive view of things we are able to do most easily. The derived action is to take the time to think through and to simplify/clarify what is requested of visitors to your site. It’s especially important to apply this type of principal to the purchase path, and in particular the call to action.

I really liked the ‘congruent actions’ principle, … Continue reading

Trust and Credibility…Critical in Today’s Marketplace

The volatility of the global marketplace; the economy, terrorism, political corruption, corporate scandals, scam artists, and more have left us feeling uncertain, unsafe and not knowing who to trust anymore. People only want to buy from companies that have credibility and can meet expectations. People they trust! Both character and competence are vital to trust and sustained success. The Better Business Bureau (BBB) tagline is appropriately, “Start With Trust”.

Does your website have credibility? Do your prospective clients trust you?

There are 2,000,000 search inquiries on Google every minute! When an interested prospect finds you online and clicks to your website, will they contact you? Trust and credibility are the key.

Here are the Stanford University Website Credibility Guidelines: Continue reading “Trust and Credibility…Critical in Today’s Marketplace”

Don’t Break Your Online Content Vows

As a marketing copywriter, I have 2 very important goals for every writing project:

  1. Educate consumers about the advantages of your product or service and help them understand what problems you solve.
  2. Help them understand why you are the best choice to solve their problems and nudge them toward making a purchase.

Sounds simple, right?

Not so much.

If you read the typical business website you will see that it isn’t easy at all.  Here are a few common mistakes…

  • You describe the product or service instead of explaining how it can solve customer’s problems or improve their lives.
  • You use industry jargon rather than a language your customers understand.
  • You have no call-to-action and readers don’t know what they are supposed to do next.
  • You fail to keep content fresh and relevant which gives the impression of an abandoned site.

Making any one of these, or many other, fundamental … Continue reading

The Great Performance Shuffle – Part 3

Your Website Doesn’t Convert, Where Is It Really Failing?

You have seemingly endless possibilities for determining how your website is performing. There are hits, visits, length of time on page, bounces, and many more measurements. But assuming you don’t have endless hours to look at data you may be wondering what numbers matter.

The short answer is…it depends.

It depends on the type of website. But I’ll point out a few of the Key Performance Indicators (KPIs) that can help you measure the effectiveness of your website with quantifiable and actionable results.

Key Performance Indicators – More Is Not Always Better

A KPI is one piece of data that can be used to measure a certain aspect of your site. When you compare the goals of your website to KPI numbers you get an idea about how your website is performing. For example, if you have an ecommerce site … Continue reading

Shopping Cart Abandonment – Ecommerce’s Biggest Challenge

shopping cart abandonment As an ecommerce business, you know just how much work goes into getting customers into your shopping cart…

  1. You need to optimize your website to bring quality organic traffic into your marketing funnel.
  2. You must have effective PPC campaigns that bring people who are looking for your product or services to your website.
  3. You must have a website designed that maximizes conversions so that people quickly find what they need.

 

Then you are home free, right? Maybe not. There’s still plenty that could go wrong that would cause you to lose a sale.

Here are a few tips to help you deal with an ecommerce business’s biggest challenge – the abandoned shopping cart.

Continue reading “Shopping Cart Abandonment – Ecommerce’s Biggest Challenge”