Examples and tools for building in social proof for retail and travel websites

We all, in varying degrees, look to others for advice and reassurance to reduce risk and uncertainty. In everyday life, as well as when online shopping. Often, without even realizing, we’re gently nudged along on the customer journey with social proof. This can start with something as simple as liking an Instagram post, clicking on the link in bio, followed by a trip to the website, shopping cart and straight through check-out, faster than we can say #microinfluencer. ‘The social proof heuristic is a psychological and social phenomenon whereby we, as consumers, look for behavioural guidance when we’re unsure, or in an unclear, unfamiliar, or ambiguous situation.  The greater the number of people who find any idea correct, the more a given individual will perceive the idea to be correct.’  Robert Cialdini PhD…

Examples and the Pros and Cons of Parallax Web Design

We are all more aware than ever that web design styles are shifting  towards user experience as opposed user tasks and usability. Users demand to be engaged, entertained, educated and enticed into absorbing content online. Parallax web design, used in the right context, has the ability to deliver a really strong connection to an online brand experience, based on the interactivity of the website, the journey and the focus, realism and context given to the content or product. Often, examples of Parallax web design focus on product examples, such as Google's Nexus 7 page, but I hope to show in this post that there are opportunities for other types of organisations such as B2B businesses or charities to use Parallax design for deeper engagement. The examples show that Parallax design can offer a more interactive version of infographics, better suited to…

An example of using of A/B Testing

Examples of A/B testing often cover landing page conversion, but a common problem, not covered so often, is how to get visitors to engage more with a key page such as a home page, product category page or resources page. In this post I will give an example of how we used A/B testing to increase engagement for a home page.

Engagement can mean different things for different sites. For some it is the pages per visit; for others it can be social shares, number of comments, or any other page activity.

For our customer, Inside Buzz, engagement meant visitors exploring the site further, beyond their homepage. It was probably this need to have active engagement that their previous homepage design provided so many options for visitors to click whichever option they are interested in.

Guidance and examples for Buying Guides relevant for other sectors too

‘Buying Guide’ or 'Buyer's Guide' content are a common SEO tactic particularly amongst retailer ecommerce sites, but they can be used in other types of site too such as financial services. They're popular since they tick many of the boxes for effective on page SEO. They're naturally rich in keywords, dense in character count and recognisably original, it’s an easy target to hit on your SEO checklist. They also enable you to link to your main target category and popular product pages with relevant anchor text, so boosting their effectiveness.

Potential customers also love Buying Guides, since, done well, they’re a great research resource in the early ‘information gathering’ stages of the purchasing decision process.

If they provide great advice and a good experience in navigating them,…

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