Wednesday, February 14, 2018

The Power of Testing - Website Optimization

Often times, companies either stick with what they’ve always done, or they make haphazard changes without checking to see if they’re helping or hurting their business. Either way, you can lose out on clients and purchases. However, you can make sure the changes you’re making are the best for your website with some simple testing.
The key to effective testing is to test one thing at a time. You can’t test a color change and a text change at the same time; the results won’t tell you which change made a difference!
Using your call-to-action as an example, here are just a few things you might want to test:
  • Size. This applies to both the size of the call-to-action box and the text, and it can be different for different audiences.
  • Location. While having your call-to-action above the fold is almost always the best idea, different placements might work for you, depending on the overall layout on your site.
  • Color. Color psychology is a frequently studied subject, and it would be worth looking into the affects different colors can have on users. After all, you want to make sure your call-to-actions match the feelings you’re trying to evoke.
  • Text. Of course, testing your wording, font, and font size are all great places to start!
Once you’ve chosen your tests and had the design changes set up, then you need to pick a program to use to set up your test. There are many different options, but today I’m just going to cover a few of the most well known.
  • Google Analytics Content Experiments. While this program is free, it does require coding to be able to do the tests.
  • Optimizely. While you do have to pay for Optimizely, you only need to make one-time coding updates, which makes testing simple for those without an on-staff developer. Plans start at $17 a month.
  • Unbounce. This is also a paid service, but it features a simple drag and drop update interface that makes it extremely easy to use. Plans start at $49 a month.
  • Five Second Test. This tool allows you to test first impressions of your content by giving testers five seconds to view your content, and then answer some questions of your choosing. It’s a great way to check on the quality of the first impression your site gives. Plans start at $20 a month, but there are free options available.
One last thing to keep in mind: testing isn’t a one-time thing. Just because a specific wording or color works this year doesn’t  mean it will work next year. And if you’re a site with frequent repeat visitors, the same set up may lose effectiveness over. For the best results, constantly experiment to find out what’s working for you! 


For more visit - BizSocialWeb.com  

original by Lindsay Dicks


Wednesday, February 7, 2018

Five Ways to Improve Engagement

Five Ways to Improve Engagement

Many professionals are catching on that having a well-planned website and continuous content are an important way to help you brand yourself in the Internet age. However, too many are throwing up dry content that could only be interpreted by someone in their own field. If potential clients can’t connect with your content, they’re not going to buy your product or services!

To help you create more engaging content, I’m going to go over five tips to help make it easier for current and prospective clients connect with your content. Let’s get started!

1)    Don’t use jargon. While you want to show your clients that you are the expert in your field, you need to be able to do that without a minimal amount of jargon. And even more, you need to explain to be able to explain words that prospective clients will be unfamiliar with.  in simple, clear terms. If they can’t understand what you mean, they won’t understand why you’re the expert.

2)    Connect emotionally. If people are looking for your services, there’s a reason why. A couple may be excited to beef up their retirement planning so that they can enjoy an active free retirement where they are free to explore their interests. A small business owner might be feeling nervous because he’s in trouble by the IRS. If you can show how you can bolster their joy or assuage their fear, they’ll be much more likely to engage with you.

3)    Show, don’t tell. You can’t just tell prospective client you can help them, you need to prove it. Luckily, there are many ways you can do this: sharing statistics from studies that prove your point, sharing the stories of other clients you’ve helped, weaving testimonials from happy clients into your bio, creating videos or graphics that clearly demonstrate the facts … this list could go on for a while. If you can back up your opinions with facts and success, prospective clients will begin to trust you.

4)    Keep it brief. With people spending so much time on social media, most people are becoming more and more accustomed to reading shorter blocks of text online. After all, Twitter’s limit is 140 characters, and studies have shown that posts with between 100 and 250 characters get 60% more likes, comments and shares on Facebook. That’s not much to work with! Although your website content certainly shouldn’t be that short, it’s important to keep in mind that attention spans are definitely decreasing online, with most readers only reading about 60% of articles online.

5)    Draw them in early. The first ten seconds a visitor spends on a webpage are the most important. This is when most people “bounce,” or choose to leave after only one page. If you can get them to stay for those first several seconds, you’re likely to get them to stay on a page for at least two minutes, and then hopefully visit other pages on the site. This is why having an engaging title, and interesting, clear first paragraph are so important.
If you follow these fives tips, you should start to see a difference in the amount of time people spend on your pages, and the frequency with which they share your content. If you have additional questions about how to improve engagement for your content, don’t hesitate to get in touch! 

orignial article by Lindsay Dicks