10 simple test ideas for your B2B website, to increase conversions and improve the user experience, through user testing
User testing is the process of testing elements of a website to improve conversion, sales and revenues, as well as overall improving the user experience which brings for mentioned benefits. Being familiar with user testing is only half the battle, what do you test to make changes to improve the user experience for your customers?
Introduction to user testing
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In our new Quick Win - 10 things you…
Learn how to optimize your search marketing tactics to outrank your competition and win traffic and leads in 2019 by the SEM experts
How has 2018's Google search algorithm updates affected your business this year?
Did you know there's been nine confirmed Google updates (so far) this year? Three of these were 'core' updates and two specifically affected how mobile sites are indexed and presented to users through usability and design.
However, there has also been some interesting developments with Google paid search platforms, announced earlier this year at Google Live.
2018 Google algorithm updates (so far) include:
"Brackets" core update - March 2018 - According to Danny Sullivan's Twitter page, @searchliaison, some sites may have seen drops or gains, stating: "There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded...."
Zero-result SERP test - March 2018 - This was…
7 Fixes for Common Personalization Pitfalls
Personalizing your site is one of the most effective ways to transform your site from a flat, static platform to a live, dynamic and responsive tool for your customers to find exactly what they need. However, with so many tools and features out there it can be tricky to focus on what the best practice is. I’ll discuss seven of the most common personalization pitfalls that it’s easy to fall into nowadays. The good news is, they’re all very easy to fix!
1. Ignoring your data
Now, more than any other time in history, big data is king. There’s so much information about almost every aspect of online shopping right at your fingertips. The only issue is that it’s all variable quality. It can be easy to get overwhelmed in the sheer volume, and not know what is best to focus on.
The fix: determine ahead of time what…
Selling Apparel Products? Get more from your Google or Bing Shopping campaigns
With apparel products predicted to exceed $500billion in sales this year, the online fashion industry continues to thrive, resulting in all-time high levels of competition.
E-commerce fashion websites now depend on the performance of paid advertising campaigns more than ever, and ad performance has the power to make or break an entire brand.
With online shopping platforms such as Google Shopping being the preferred way to shop for clothing and accessories online, it’s currently the most important platform to optimize for profitability.
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Paid advertising challenges for online fashion brands
When it comes to selling fashion online or offline, there are a few variables which can influence user behaviour and conversion rates such…
For marketers, there’s never been a more important moment to reconcile ethics and strategy
If you want a room of nerdy marketers to bicker and disagree, ask them for a definition of “strategy.” If you want to make the debate divisive and uncomfortable, pivot into the topic I’m going to address today (you’ve been warned).
Strategy has become a toss-out word. Perhaps you work in a business where every plan, initiative, operation, idea, and launch is labeled “strategic.” Don’t you want to roll your eyes when you hear that?! Behind that bluster, what do we mean?
A good definition of a word is one that speakers of the language intuitively understand and easily apply. Strategy defies good definitions, which is part of why we debate, discuss, and write articles about it. I’ll offer a definition that works well for me in the marketing technology world: Strategy is knowing today why and how you're…
Chart of the Day: What are the success factors for improving sales and marketing alignment
This research from the Content Marketing Institute and LinkedIn shows how the continuing popularity of content marketing in business-to-business (B2B) marketing has highlighted common flaws in the way organisations are structured to manage their content marketing.
The report starts by showing how changing buyer behaviour has demanded an increased focus on content marketing since, of prospective buyers:
92% start with an information search
53% find that going online and researching is superior to interacting with a salesperson
75% depend on social networks to learn about different vendors
90% won’t take a cold calling
The report goes on to compare the performance of highly aligned sales and marketing teams with less well aligned teams. Across the board, the highly aligned content marketing and sales teams collaborate far more frequently than the low aligned.
This chart reviews these success factors for alignment…
Whether you are focused on B2B or B2C efforts, generating more traffic to your website is still one of the top challenges that marketers face on a consistent basis
In today’s fast-paced, continuously distracting digital age, it can seem nearly impossible to grab the attention of consumers and draw them to your website.
Source: Hubspot - State of Inbound 2018
According to ClickZ’s study, the average company receives 30% of its online traffic from organic searches. If your team’s SEO strategy isn’t strong enough to rank high during customer queries, it significantly hurts your chances that they will ever find your link.
Since customer’s have a virtually unlimited amount of options when it comes to finding the products, services, and information they are seeking online, you must be especially strategic if you are going to attract them towards your website. While there are…
Implementing the following 7 strategies for e-commerce personalization can be one of the most cost-beneficial decisions you can make towards increasing your online revenue, improving your online conversion and building a loyal and happy customer base.
Many businesses are finding it difficult to overcome certain pain points when trying to improve their online customer experience. Issues such as high bounce rate, poor search click through, low average order value, high basket abandonment rate, low repeat visitor numbers, low propensity to engage with offers and promotions, are to name but a few.
1. Improve your website conversion and customer loyalty
If your analytics is telling you that your homepage or digital marketing campaign landing pages have a high bounce rate and very low repeat visitors, then there is evidently a gap between what the visitor was expecting to see and what they have been presented.
A website that presents irrelevant products and promotions, without dynamic and…
Social media strategy and planning essentials series
This is part 7 of my Smart Insights 12 part social media series. In the last part we looked at aligning social media with other marketing channels; in this blog, I discuss what resources you need to manage your social media marketing and how you scale a social team sensibly.
To frame the conversation, you need to find answers to the following questions:
How many people do you need and in which roles?
What business processes are required?
What KPIs should you use and what resources do you need to measure them?
What tech and tools are required for your social media plan?
How do these resource demands change in the next few years?
Approaches to resourcing
There are two main ways to plan your resourcing:
Bottom up
You’re governed by the resource currently at your disposal, so you shape your scope of work around this. For example,…
