How to optimise your landing pages and increase conversions

Apollo moon landing

Don’t underestimate the importance of a good landing.

Landing pages play an integral role in maximizing online conversions. Yet, a surprising number of small online businesses overlook their importance.  A good landing page should engage your visitor, generate a response, increase conversions, answer your customer’s information needs, reduce your ‘bounce’ rate and support your brand.

“Landing pages can be described as the entrance doors to a website that only selected customers are directed to” (Gay et al, Online Marketing, 2007)

Put simply, your landing page is the destination web page a customer arrives at when they click on a link – usually from a marketing communication or referring site. The landing page, the page on which your customer enters your website, is incredibly important as it is often the first impression that they get of your business.

Do you recognise this all too familiar scenario? You spend time putting together a fantastic offer and communicate it effectively to your customers via a great, targeted email campaign.  Your customer, enticed by your exciting offer, clicks on the link through to your website – then inexplicably exits your website immediately? So what might be going wrong? One possibility could be down to the web page you have sent your recipient to – the landing page.

Exit signBounce rate – how are your landing pages performing?

“In a nutshell bounce rate measures the percentage of people who come to your website and leave “instantly”. Thought about from a customer perspective rather than I came, I saw, I conquered, the action is I came, I saw, Yuck, I am out of here.” Avinash Kaushik

The bounce rate is a really useful measurement to use when you are evaluating the effectiveness of your landing pages. Your bounce rate is essentially the number of customers who arrive at your website then leave immediately – without looking at any other pages. The basic rule of thumb is the lower the bounce rate the better. A high bounce rate may suggest some issues with your landing page.

A good starting point is to look at your Google Analytics (or equivalent) Landing Page report and look at the landing pages with the highest bounce rate. From here you can visit those landing pages and review what might not be working so well – unrelated or irrelevant content, no call to action, confusing format and so on.

So what is an average bounce rate to measure your performance against? Actually, an average bounce rate is difficult to pin down as it will differ for industry and web page type (for example a contact us page is automatically going to have a high bounce rate due to the nature of it use – in fact a high bounce rate in this case would indicate your contact page is doing its job). However to give you a ball park figure , Google put the average around 40%-60% so this is probably a good starting point to begin with.

“According to Google the average bounce rate for most sites falls in the range of 40% – 60%.  If your site bounce rate is below 40% you are doing well and if it’s above 60% then you definitely need to find out why”. Anders Analytics

Welcome mat imageWhat makes a good landing page?

So, your hard work has paid off. You have successfully grabbed your customer’s attention and they’ve clicked through to your site. How then do you make sure you don’t lose them? The first thing to remember is that the page your customer arrives at may be the first experience they have had of your website. You need to make them feel welcome and reassure them they’ve arrived at the right place.

1. Create different, campaign specific landing pages

Often the first place that visitors are automatically directed to is the home page, and sometimes this is appropriate. However, the problem with the home page is that due to the broad  job it has to do, it can’t be very message specific. This can make  it difficult to develop a customer’s interest and elicit a particular response.

You need to consider where it is the customers is coming from – be it an email newsletter, search engine, social media site or a specific marketing promotion – and direct your customers to a landing page that is appropriate to the message being communicated. For example if your customer has been enticed by a special promotional offer, then you should have a specific landing page dedicated to that offer. The landing page should enable the customer to easily find out further information about the offer and there should be a clear call to action.

2. Think about it from your customer’s point of view.  

Before you write the copy for your landing page, think about what it is that will drive your customer to click-through to your website. What link has bought them to you – what are they expecting to find? You then need to write your copy accordingly. Your landing pages should provide additional, relevant information to your searchers based on the offer or referring site that they have just clicked through on.

3. Have a clear and specific message

Make sure that the message you are conveying to your customer is clear, targeted and specific. Don’t get distracted and try to be all things to all people. Keep your message concise, relevant and to the point.

4. Have recognisable and consistent branding

Make sure your landing page reflects your brand and is consistent with the rest of your website – even if your landing page is just temporary for a time-specific promotion. Remember, even if your ultimate objective is conversion, you must try to ensure all visitors (even those who choose not to convert at this time) have a positive experience. As we mentioned earlier, this maybe your users’ first time on your website and so you need to create a good first impression if you want them to come back.

5. Clear and easy call to action

Make it as easy as possible for your visitors to convert. Your call to action should be obvious and it should be easy for your customer to respond to. If you’ve got them this far, you don’t want to put them off with a complicated call to action or a request for too much information. The more straightforward it is, the more likely it is you’ll get that conversion.

6. Well thought out page design and layout

As with any other web page, think carefully about page design and layout. It should be easy to navigate, user-friendly (for example how easy is it for your user to complete an action?) and visually appealing.

I’ll leave you with some solid landing page advice from Web Analytics guru Avinash Kaushik on improving your bounce rate:

“If you want to have high performing web pages make sure that you:

1. Have a clear understanding of what the purpose of that page is and

2a. a clearer understanding of what drove customers to the page and

2b. what they want to accomplish to ensure that

3. #1 and #2 are in alignment.”

We’d really love to hear your thoughts and experiences on this topic, so please do leave a comment.

Exit sign image courtesy of cbenjasuwan at FreeDigitalPhotos.net

Welcome mat image courtesy of John Kasawa at FreeDigitalPhotos.net

Advertisements

“Best e-commerce Cart” awarded to ShopIntegrator by BestShoppingCartReviews.com

ShopIntegrator Best Shopping Cart Software AwardShopIntegrator is pleased to receive the “Best e-commerce Cart” award from the independent BestShoppingCartReviews.com shopping cart software review website.

We were really pleased to be contacted by BestShoppingCartReviews.com and informed that they had been testing out our free trial and had decided to write an independent review of the ShopIntegrator e-commerce software. We were even more thrilled after hearing that they had decided to give us their prestigious “Best e-commerce Cart” award.

We’re particularly pleased that BestShoppingCartReviews.com found our e-commerce software easy to use in creating their online store during their review test.

“During our ShopIntegrator review we have been very impressed with the ease-of-use, the plethora of features and options, and the helpfulness of the ShopIntegrator team members.”

  – quote source: BestShoppingCartReviews.com

The recognition from this e-commerce award strengthens our mission statement of creating an e-commerce solution for merchants without a great deal of technology experience looking for feature rich, no hassle e-commerce shopping cart software which takes the complexity out of adding a complete online store into a website, so that your dream of selling online becomes a simple, affordable and achievable goal.

Read the full ShopIntegrator shopping cart software review here: http://www.bestshoppingcartreviews.com/shopping-cart/shopintegrator.html

How to use images to improve customer engagement

Hand pointing at online streaming of imagesThe use of visual imagery is becoming an increasingly important part of online communication. The meteoritic growth  in social networking sites like Pinterest and Instagram illustrates just how significant images have become in increasing engagement and interaction amongst consumers.

Indeed, research shows that articles containing an image have, on average, 94% more total views  than articles without an image, indicating the power of a good image.

Psychologically, consumers love imagery, and seeing visually appealing things creates positive emotions. Most people — between 65 and 85 percent — also describe themselves as ‘visual learners,’ forming meaning and organizing thoughts based on what they see more so than what they read.” Trend Reports

According to Forbes, image-centric marketing will be one of the top online marketing trends for 2014. Therefore, understanding the potential benefits of images and using them effectively on your website and in your marketing can increase engagement and interaction amongst your customers. Images can help:

  • Grab people’s attention
  • Convey meaning quickly
  • evoke emotions
  • Illustrate a point
  • Make text-based articles more visually appealing by breaking up reams of text
  • Convey complex information in an easily digestible format (think infographics)
  • Showcase a product effectively online.

How to make the most of images online

Your website

The use of visual imagery on your website is essential. Not only are images valuable in terms of SEO, they are central in terms of engaging customers. Nobody is going to find a solely text-based website enticing. Using photos, illustrations, graphics, icons, infographics and videos are all great ways to improve the content of your website and as a result, increase its appeal to customers.

Your product pages are a key area to focus on, since images are one of the most important elements in a customer’s decision-making process. So, ensure you are using high-definition images and spend time thinking about how to showcase your products to their full advantage. Research shows:

  •  67% of consumers say that the quality of the image is very important when they are purchasing a product.
  • 63% of consumers  saying a good image is even more important than product specific information.

social media like imageSocial Media

Social media and images go hand-in hand, just look at the phenomenal success of Pinterest in recent years. Think about how you can use images to enhance your presence on all your social media sites.  For example,  when you are posting an update on Facebook, always  include an appropriate image, be it an update about a new product, service, staff change, industry news, special promotion or competition. Including an image will make it far more likely for your update to capture people’s attention and in turn generate more likes and comments.

Blogs

Putting an image right at the beginning of your blog post is a great way to pull readers in. A relevant  image can help readers understand what your post is about, help illustrate a point and stir-up an emotional response. Images are also a great way to break up text if you have a long blog. And don’t forget, images can also be used when you promote your blog post on your social media sites and in your email newsletters.

Infographics also work really well in blog posts. They’ve grown in popularity over recent years as they present statistics and research in an interesting, relevant and engaging way.

Email and Online Press Releases

People tend to skim through emails and online press releases, picking out the salient points. Therefore, using images is a great way to help you get your message across quickly, break up text and create engagement at the same time.

You Tube on ipadVideo marketing

And finally, don’t forget the moving image. Using video  is a great way to boost your search engine rankings (search engines love video).  It’s format is engaging and it is a great tool to use  if you need to educate or explain something to your customers – think product demonstrations and video tutorials. Just remember to put it up on YouTube as well as on your website.

What makes for a good image

Where possible try to avoid using staged business photos as you are more likely to capture people’s attention and get an emotional response by using real people, real-life situations, humour, interesting visuals or stunning photography. Take a look at which boards get the most re-pins on  Pinterest  and you’ll get a real feel for the type of images that really work.

Make sure you  add Alt Text to your images. This is essentially a concise and accurate description of the image and is used as alternative text when the image can not be displayed. This is important as:

  1.  it makes the image accessible to all users, including those that are visually impaired as screen readers can read the alternative text provided
  2.  it one of the factors that can help improve your SEO performance.

Sourcing images

There are plenty of low-cost  and free images available on the web, but if you are not using your own photos or images then you must be careful about copyright and get permission from the author. Look for royalty free stock images that are for commercial use. I’ve listed a few of the low-cost and free websites we use for images and they’ll  tell you whether an image requires an author credit or not.

FreeDigitalPhotos.net

Stock.XCHNG

Dreamstime

We’d love to hear your thoughts on this post, so please do leave a comment

Image streaming image courtesy of  nokhoog_buchacon at FreeDigitalPhotos.net 

Like button image courtesy of tungphoto at FreeDigitalPhotos.net

YouTube on Tablet image courtesy of Winnond at Freedigitalphotos.net

How to change your online shop without changing your website platform

online hopping cart iconsWhen first starting out many small businesses utilise the basic online store provided by their website platform as it can offer a simple simple way to start selling online. But, what happens when your business grows and its needs change? You may well come to the point when your current shopping cart no longer provides you with the ecommerce features you need in order for your business to move forward.

Don’t let your business stall due to the limitations of your online store

For example, perhaps you require better product and order management capabilities, you’d like to offer multiple currencies as your customer base becomes more global, you require more advanced shipping calculators, you are thinking about starting to sell digital content, you’d like to offer your customers a wider range of payment options  or introduce special offers using discount codes and e-vouchers.

However, surprisingly often small businesses end up remaining with the initial online store that came with their website platform for far longer than needed, simply because they’re not quite sure where to start, are worried about how much technical know-how is involved or are concerned that if they change their online shop they’ll have to change their website platform.

The upshot is you can end up feeling tied to your existing online store putting limits on what your business can achieve.  But actually, changing your online store to a shopping cart with more advanced features doesn’t have to be difficult or costly if you consider a hosted, third party ecommerce solution.

shopping cart selling digtal downloadsBenefits of moving to a hosted, shopping cart solution

There are some excellent third party shopping cart solutions available that are quick and easy to integrate, don’t cost the earth and require very little (if any) technical knowledge but, have the benefit of being able to offer a wide range of advanced ecommerce features.  Lets begin with dealing with a couple of common concerns that can make a small business reluctant to upgrade their current online store.

Q: I want to stay with my existing website platform but need more advanced ecommerce features

Changing your online shop doesn’t mean you need to change your current website platform or  remain tied-in to your website builders own online store. You can choose a hosted, third party ecommerce solution that can offer easy integration with your existing website builder. Look for a shopping cart that can integrate with any website, whether it is HTML , a CMS (Content Management System) such as Drupal, WordPress or DotNetNuke(DNN) or DIY site builder such as Weebly, Moonfruit, Yola, Webs, SiteJam, 1&1 MyWebsite, Vistaprint, Webnode and 123Reg.

Q: I’m concerned that changing my online store will be technically complicated and time consuming.

Many small online business put-off changing to a more appropriate shopping cart solution because they are concerned about the level technical knowledge that might be required and the potential disruption it may cause. This needn’t be the case if you opt for a straightforward point and click system where you can simply copy and paste ecommerce buttons and widgets into your website to create an online store.

Or even easier choose a third party solution like ShopIntegrator that has the capability to drop a complete, fully functioning online store into your website within a few quick and easy clicks. This enables even complete novices to be set up a fully functioning online store quickly and easily – requiring little, if any technical knowledge.

Key things to consider when choosing ecommerce solution

So what are the key things to consider when looking to replace your existing online store? Thinking about each of the elements below will help get you on the road to choosing the solution that is most suited to your online business.

Features: It is important to think about your current and future business requirements. What are your existing business needs? What might they be in three or five years time? Choose an ecommerce solution that is flexible enough to adapt and change with your business. There are some fantastic ecommerce features out there, which you may not be able to take advantage of with your current shopping cart. For example, advanced features may include more sophisticated product and customer order management, high-capacity cloud storage for selling digital downloads, the ability to take donations and ‘pay what you want’ sales, advanced shipping plan creators, international tax such as VAT and regional tax such as US State sales taxes, and shopping cart design customisation. Take some time to think about what features could help you free up valuable time and move your business forward.

Pricing:  Higher costs don’t automatically reflect a better product. Once you’ve got an idea of the kind of features you are looking for then hunt around for competitive prices. And, don’t rule out smaller providers as they can often offer exactly the same features and capabilities as the bigger guys – but at better prices. Consider different pricing packages as this will give you the flexibility to grow your online store and take advantage of features only as you need them – rather than paying for features your business doesn’t yet require.

Ease of Integration:  Look for straightforward, easy to use solutions that take the headache out of changing your online store. Choose a solution that is compatible with any HTML website, CMS or DIY site builder. Tutorials and platform specific integration guides can be a real help when you integrate, as they can walk you through the process step-by-step – so it is worth checking out if these are available.

Payment Processing. Offering a range of payment options to your customers makes good business sense, since limiting payment choice could potentially mean the loss of a sale at the checkout.  Look for a shopping cart that includes a good  choice of pre-integrated payment processors and offline options such as ‘pay by cheque, ‘pay on delivery’ ‘pay by phone’ or ‘pay by bank transfer’.

Support: It is really important to choose a provider that you feel can offer you good customer support. Don’t forget it is in your providers best interest to ensure that your business is a success. Take a look at their support page to make sure they offer a comprehensive support system.

So you’ve done your research, you know the main features you are looking, so how then do you narrow down your choice?

Check out reviews and feedback:  – Take a look at independent reviews  and feedback from other users. An easy way to do this is to visit the business Facebook page and take a look at the comments.  It’s a good way to get a feel for what other users think.

Take advantage of a free trial. This is a great way to test drive your online store. You get a good feel for the product and its services before committing.

Contact the service provider.  Contact the service provider and discuss through any concerns about suitability you may have – a good provider will be happy to help. This is also a good way to get a taste of their customer services and the support you are likely to get once you are signed up.

Good luck. And remember, moving from your existing shopping cart provider needn’t be a headache and can really help you move your business forward in the way you need in order for it grow.

Shopping carts image courtesy of Luigi Diamanti / FreeDigitalPhotos.net

We’d love to hear your thoughts on this post, so please do leave us a comment.

Make sure your online business gets a bite of the apple this Valentine’s day

valentines day image

The days of grabbing some last minute flowers from the local petrol station on the way home from work are long gone. Nowadays, Valentine’s day is seriously big business. According to statistics 180 million cards are exchanged on Valentine’s day and the average annual Valentine’s day spending is a staggering $13.19 billion.

Growth in online Valentine’s s day purchases

For the past few years UK and US online Valentine’s day sales have been grown steadily year-on-year. In the UK alone it is estimated that 1 out 3 shoppers will go online for their Valentine’s day purchase. So if you are an online business offering something that would make a great Valentine’s day gift or experience then you really can’t afford not to tap in to this lucrative seasonal surge.

Valentine’s day is not just for the chocolate and card industries

And, don’t just think Valentine’s day is only of relevance to the card, flower and chocolate industries. These days popular Valentine’s day presents are surprisingly diverse –  from jewellery to electronics, clothing to pets. Yes, pet shops take note, in the US an eye watering $367 million is spent on pets on Valentine’s day.

Take inspiration from other websites

So, what can you do as a small business to get in on the act? A good starting point is getting some inspiration from other websites. There is a great deal that can be learnt from looking at websites that have been established for a while or who have a large marketing team and budget behind them. Assessing other sites can provide you with great insight and is a good way to generate ideas – even if you have to pare them down or adapt them to meet your own business requirements. Here are a few websites that we at ShopIntegrator think do Valentine’s day well:

Valentine’s day up your online business

  • Website: Give your website a Valentine’s day feel and focus by introducing some relevant images and graphics. When customers come to your website they should immediately be able to see where your Valentine’s day selection is. Remember, customers shouldn’t have to think to hard once they’re on your website. Categorise gifts where you can and try and help customers with their purchase by inspiring them with gift ideas ‘gifts for him’,  ‘gifts for her’ ‘gifts under £25’ and so on. And, as with any seasonal deadline, make sure last shipping and delivery dates are clear for your customers to see – shoppers will not want their Valentine’s day purchases turning up after the event.
  • Special Valentine’s day offers: Used sensibly, special offers can be a good way to pull in customers. Perhaps think about motivating customers with a Valentine’s day promotion as an added incentive.  For example a small free gift with every purchase  over a certain value or introduce discount codes and sales vouchers with free shipping and delivery,  percentage off or multi-buy savings. Just remember to factor in all your costs before introducing any promotions.  Although offers may generate more sales, your profit margins could be effected.

“People who receive gift cards often spend more than the value of the card

  • Spread the word: Telling your customers about what you are doing is essential. Use all your available digital marketing tools to spread the word.  Send out Valentine’s day related emails and promote your special offers on Facebook, Pinterest, Twitter and  all your other social media sites. And if you have a blog then why not use it to entice customers in. Not on the High Street. com have cleverly used their blog to inspire customers and to tap into the whole Valentine’s day phenomenon with fun and relevant posts.

Plan ahead your seasonal promotions

It is important think ahead and plan for seasonal surges such as Valentine’s day. Most industries have times when sales peak. You need to identify these periods in order to ensure you maximise the opportunities they can offer your business. And remember one of the benefits of being an online business is that you have a global audience – so try to think globally and culturally. Once you identify your best seasonal periods and start examining all the possible opportunities, you’ll be surprised at just how creative you can get.

Image courtesy of Claire Bloomfield at FreeDigitalPhotos.com

We’d love to hear your thoughts on this post, so please do leave a comment.