7 Simple Lead Generation Strategies

7 Simple Lead Generation Strategies

7 simple lead generation strategies you may already know but aren't using

If you’re working in a business without dedicated marketing support, you’ll love our 7 simple lead generation strategies. Even if you do have access to marketing resource, these lead generation tips and techniques can really help in generating valuable converting sales leads.

So here’s our list of the 7 simple ways to generate more leads

  1. Get referrals from existing or previous customers
  2. Use Social Media to find potential customers you can help
  3. Network, network, network – face to face is better than cold calling or emails
  4. Post blog articles on LinkedIn etc. offering a limited free 15min consultancy calls
  5. Revisit previous contacts, closed or lost opportunities
  6. Create relevant blog content highlighting your skills and benefits
  7. Develop a sequence of emails to prospects pointing to your blogs/social media pages

Let’s get behind these headings to find out what you needs to do.

1. Get referrals from existing or previous customers

This is probably the most under-rated and under-used method of generating leads. It’s also one of the most effective.

For some reason people think that they shouldn’t ask for referrals from current or previous customers. In actual fact, satisfied customers are generally more than willing to introduce you to suitable contacts of theirs and potential new clients for you. It’s a really good idea to get your contact to get involved in the lead generation process and set up an intro with the prospective new client. That way the relationship is already reinforced by the conversation between them before you get directly introduced.

Sending a personalised note and/or thank you gift to your contact is a great way to say thank you. Alternatively you can make this arrangement a bit more commercialised by offering a 5 or 10% reduction in your next monthly fee for 3 introductions.

2. Use social media to find potential customers you can help

If you’re not on LinkedIn then you should set up a profile and put down all of your relevant experience that gives credence to your skills and experience that you’re currently providing (or wanting to provide). Make connections and post and share relevant articles that prove your knowledge.

You should also get people you’ve worked with and current and previous clients to write recommendations, not just endorsements of skills you’ve selected as having.

Further afield than LinkedIn is Facebook. Many people think Facebook is just for fluffy kitten videos and holiday snaps but it’s a serious business development platform, one of the few that allows you to actively define and fine-tune your target audience to maximise lead generation conversion.

After all business owners and buyers don’t just switch off that side of their brains when they login to Facebook…

Creating custom audiences in Facebook is really for a whole new blog post but if you want to find out more in the meantime I’m happy to help – either call me or drop me a line.

3. Network, network, network

From experience there really is nothing like face to face meetings and conversations to build rapport and start to get to know people and the businesses they represent. 

Remember it’s not just the people you meet you’re networking with it’s the people those people know too! If you make a good enough impression and have the right skills you’re likely to get recommendations.

Don’t forget to have business cards to hand out. Also make sure you have a system of recording the details of the business cards you collect too and have a means of following up to develop the relationships further. You can also connect on LinkedIn too but don’t forget about Facebook business pages – get your new contacts or prospects to contact you there via the Messenger app as well, it’s instant and the response rate by people via IM apps is far far higher than emails.

4. Post blog articles on LinkedIn etc. offering a limited free 15min consultancy calls

Blog content is more about a conversation and sharing your ideas and knowledge than creating a masterpiece or a dissertation. People are looking for ‘best practice’ or ‘how to’ ideas that will help them be better at what they do. Sharing this knowledge isn’t all one-way. Often people find they don’t have the expertise, experience of time to do what you’re suggesting so will start to look for someone to do it for them. 

It’s another example of social proof, letting people see that you have the knowledge to help them.

The blog post itself may not be the best lead generation tool, but it sets out your expertise and forms part of the persuasion, empathy and trust about what it is you do. It also builds the framework for the main lead generation ‘hook’ which would be the additional offer of a quick 15min consultancy call. This does 2 things, it allows you to find out if the prospect is a good one and provides you with their contact details,  business info etc. and it gives the prospect a reason to call you.

5. Revisit previous contacts, closed or lost opportunities

Often the hard part about lead generation is the time it takes to get what you do understood by prospects and getting them to see that you could provide a valuable service to them. Previous contacts that you’ve engaged with already know what your business does and hopefully have a positive view of your business.

It’s highly likely that the reason why they didn’t buy from you first time round was because the timing wasn’t right for them. So a good lead generation strategy is to keep in contact every few months to find out if their priorities or circumstances have changed and to keep your name in their potential suppliers list . That can give you the ‘in’. It’s also good to understand what their challenges are and whether these have changed since you last spoke too.

6. Create relevant blog content highlighting your skills and benefits

Blogging is good as it gives you a reason to keep contacts you’ve made aware of your business and the skills you can bring to the table.

Focus on what you’re an expert in and share it on your company’s blog page, your social media channels (business and personal), as well as to your contacts list. This should include existing/previous customers, prospects or closed/lost opportunities (this forms part of tip no. 5 above). NB: you should make sure you have the relevant permissions to contact them this way, but always include an opt-out mechanism.

Be visible as an expert in your field, but share this knowledge too. If it’s useful content people will link to it and this can only help you rise higher in the search rankings and recommendations league.

7. Develop a sequence of emails to prospects pointing to your blogs/social media pages

It goes without saying that if you’ve spent the time to create great content to generate more leads you need to invest in a way to share it and get it more widely read. Be creative in what you say and how you say it. Also pay close attention to the words you use in the subject line. Stay alert for key words or phrases that are likely to get yourself in the spam folder.

It’s best to use a dedicated email delivery system that can automate a lot of the work for you (like unsubscribes or follow-ups). Many people use MailChimp, ActiveCampaign or GetResponse. It’s worth looking around to see what other options are available too.

When you create your email sequence think about what each email in the series is designed to do.

For example:

  • address pain points
  • explain a value message,
  • talk about benefits you’ve achieved for other clients (NB: be careful not reveal sensitive info unless authorised, use generic claims like A-B% increase in performance for clients like X, Y, Z),
  • qualify your message,
  • talk about a product that’s relevant to the target audience,
  • lastly try a last message and then remove to a separate long-burner list until they either unsubscribe or stop opening the emails. You can never tell if what you send out is useful in some way to your audience until they stop reading or opening your emails.

I hope this list has been useful, if it has I’d love to hear what you did and how it helped.

If you’d like to know more about lead generation get in touch, we’re here to help.

5 Top Reasons Shopify Sellers Fail

5 Top Reasons Shopify Sellers Fail

Sales Optimisation Experience | User Experience | eCommerce Optimisation, reasons Shopify sellers fail

There are often 5 key things that can affect performance and cause Shopify site owners to lose sleep. We’ll talk you through what you need to do to starting taking control of your business and to get a better night’s sleep… So here are the 5 top reasons Shopify sellers fail.

1. Your Product Need to be a Solution to a Problem

Your product needs to be a solution, reasons Shopify sellers fail

Unless you want to be one of a hundred thousand ‘me too’ stores selling the same thing you need think more strategically.

Does the market you’re selling into experience any pain, urgency or serve a ‘must have’ irrational drive to own or be part of something? Lack of prep here is right up with the top reasons Shopify sellers fail – not putting the effort into being useful and different from the crowd.

For example think about gardeners that need to water their plants when they’re away or the pain of returning to find dead plants and the cost of replacing them. A blown light bulb means pretty much an immediate need for a replacement (or a neat storage system for them for the future), or a love of kooky pebble art could mean lots of repeat business.

Find out if the prospects for the products you’re selling are already searching for a solution. The best place to do this for free is Google Trends. You can run up to 4 different search queries and see their popularity over time which is great to understand seasonality. If you’re already using Google Ads (aka Adwords) you can use the Google Keyword Tool, or browse categories on eBay or Amazon.

If you’re serious about fixing the reasons Shopify sellers fail, do some Google searches to see what the competition is and if there are many alternative options for prospective customers.

Think about making more out of each customer interaction or transaction. Can you sell more to existing customers because the thing they’re buying is a) a consumable item or b) something that forms part of an ecosystem. If so, have a strategy to contact them when the item is due to be replaced or provide easy options to add the extra parts of the product suite during shopping or checkout.

2. Target the Right Customers

Target audience, marketing segmentation, reasons Shopify sellers fail

We’ve already talked about customers in pain, having an immediate need or are hooked on owning or being part of something…. So when you think about these criteria who is your ideal prospect?

Once you have the answer to this you know who your ideal customers are and can start making your ecommerce plan come to life. 

Don’t skip this bit. Again it’s pretty much one of the most important reasons Shopify sellers fail – wasting money on targeting the wrong people.

Now you know the problems your audience faces – what are the solutions, and how can you solve their problem better, quicker, or for less cost to them than their perceived alternatives?

Match this mindset to your existing products… For our gardeners the products are water timers. How can we better solve this problem? With options based on a water supply or without, easy to use systems that are scalable (cross-sell!) to fit different sized greenhouses and situations, plus water filters and plant feed systems (up-sell!). Also produce high quality imagery showing in-use applications for more purchase desire as well as fast delivery for that urgent requirement before holiday next week.

So now you know the audience that you’re selling to. But, before you start contacting them have a long hard think about what you’re going to say. This is where the real meat is in your ecommerce plan….

Here are some soul-searching questions you need to answer that will help when forming your plan:

  • What can you do to make your ideal prospects feel compelled to buy from you?
  • What can you do to make it easy for a visitor to become a buyer?
  • What touch points does a visitor and buyer have with your store that you can optimise?
  • How will you extend the lifetime value per buyer?
  • How will you get the buyer to tell other ideal visitors about your store?
The last step is about the tactics to achieve your ecommerce plan.
 
What’s best for your store will not be the same as the next store. Here are five key tactics to boost store sales:
  • Email marketing to get more sales from new and existing customers. You need to do more than a simple “promotions email” to be effective though.
  • Pay-per click advertising. Google Ads is the number one PPC platform. Successful stores always use Google Ads but this can cost a lot per click unless you’ve optimised your site for your keywords
  • Search-engine optimisation (SEO) helps attract the right prospects looking to buy by tuning your site correctly
  • Social media helps you instantly tap into influencers who can send you massive amounts of sales and Facebook Ads and Instagram Ads can be effective recruitment tools too
  • Store redesign is potentially one of the biggest areas new site owners fail on. Poor planning around site structure and content can really affect the conversion rate of your store preventing you from turning more visitors into buyers.

3. Content, Structure & SEO

Ok so you’ve heard of Content and SEO and they’re one and the same right? Wrong. They’re also a key plank in converting those hard won visitors into buying customers, needless to say lack of investment here is also one of the main reasons Shopify sellers fail to drive revenue and profit.

Content is what visitors read and interact with to help them make their decision to buy from you – so it has to be good! Structure is how all of your content is logically grouped together so that shoppers can easily find what they’re looking for, and that means multiple items or variations on the product that brought them there.  As the industry leading User Experience expert, Jacob Nielsen, eloquently put it…

“Arriving on a page from a search is like parachuting into a city. Hopefully, if you want to go to Paris, you’ll land there rather than in Amsterdam, but in any case, you’re unlikely to land on the doorstep of your favourite restaurant.…”

SEO, or search engine optimisation, is the practice of tuning your website to perform well in Google’s organic search results, and includes elements like using the language your ideal prospects use, great content and site structure as well as user friendly functional elements like expanding menus, breadcrumbs and filters – again all using the language descriptors that your ideal prospects use.

If you have good quality, unique and useful content you’ll also achieve the hardest part of SEO – backlinks (precisely ‘Dofollow’ backlinks). These tell Google how valuable and relevant people find your content and this is a major influence in raising your ranking on organic search results – and aside from the hard work in getting your content and site structure right, it’s free.

So let’s look at the 3 elements more closely…

Structure

Website Structure, reasons Shopify sellers fail

This may sound weird but thinking about the structure is often hard to do until you think of what content you want in the first place. The best thing to do is to create a spreadsheet with all of the content your site needs. This will likely include homepage, product pages, collections (categories of products), blogs and pages like FAQs, ‘How to Guides’, Support & Customer Service, Delivery info (important – don’t forget this one!), GDPR/privacy policy etc.

Start with the product pages. Group them all under relevant headings and if needed add higher level headings to group the lower grouped content until you’re left with only 5 or 6 main headings. Do the same for the other content sections. You should now have a clear logical structure for your top level navigation that’s easy to navigate and is using the terms your ideal prospects would use if they were searching in Google.

If you get stuck, look at your competitors and check how they rank for these products in Google. Don’t worry if some products fit in multiple headings, that’s normal and will only help your visitors. 

Remember: If it helps your customers it’s good for Google.

Things to avoid, and another one of the reasons Shopify sellers fail to drive sales: Be careful using brand names as part of your main navigation headings as your structure will become horrendously bloated by the various brands you end up selling, plus there’s minimal utility for visitors if the thing they’re looking for is gym leggings and they have to go looking into each brand silo to see comparisons. Better to to allow visitors to filter by brand when they get to the right page “gym wear > gym leggings” and if necessary as a separate main navigation tab “brands”. But only if you really have the room.

Content

Website Content, reasons Shopify sellers fail

We talked about creating high quality uniques content (not a copy of the manufacturers description!) that will encourage visitors to become buyers. This is where your product description generates the solution to the prospects needs. Tell a story if you have to where the prospect is the main character or can see themselves using/wearing the product and how it fulfils their desire, soothes their pain or fixes their urgent need.

You also need to optimise the page titles and create engaging product page meta descriptions (also called ‘snippets’) that will appear as the text in the Google search result. Think of these as your opportunity to present your page in it’s best light – so make it shine.

Homepage design is where many people get it wrong and more importantly fail their prospective buyers. It should reflect the structure of your site, not be a hotchpotch of random products in focus. Take a look at our homepage design blog for more info.

Blog content is also very good at providing the sort of information that product pages aren’t suitable for e.g. people that aren’t ready to buy now, but are researching their options. If you can write useful blog content that helps this segment of your user base you’re likely to be front of mind when they do convert to buyers. In our gardening example this could be a blog about the best type of watering system for different greenhouses with or without connected services (water/electricity), or the best time to carry out certain maintenance or seasonal preparations.

Don’t forget to use a keyword research tool to like Google Trends, Google Ads, Serp Robot or Soovle to help you figure out what words to include in your blog copy. But make sure you focus on the reader not Google. Blogs are about being helpful and not about trying to trick search engines into ranking them highly.

SEO

SEO, Search Engine Optimisation, reasons Shopify sellers fail

Search engine optimisation is a very big topic and it takes years to learn it well, however there are basic steps that will cover off the main issues and reasons Shopify sellers fail and most sites suffer from. As we’ve highlighted you need a logical and sensible structure that your site is built around. This should be using the keywords or phrases that your ideal prospects are using when searching. 

Use mega-menus (menus that expand when you hover over them) and site search, which should be prominently displayed in the middle of the ‘masthead’ – the bit that stays unchanged at the top of the page no matter where you are on the site. You should also include a breadcrumb trail as eye tracking studies have shown that shoppers look for breadcrumbs 30% of the time. If you’re using a free Shopify theme then look at the ‘Shopify Add Breadcrumb Navigation‘ tutorial – you may be able to get Shopify’s Support Team to help you.

Pages need to have good quality titles (Headers) and descriptions which need to be unique and helpful. Description text needs to be a minimum of 200 words, but don’t forget your imagery… Each image has an area to add descriptive text, called Alt Text.  You need to add relevant descriptions here about the image – again using the researched words your buyers are using. Google can’t ‘see’ the images so needs you to tell it what that image is about and whether it adds to the relevance of the page or not – so use this option.

Internal and external links can help Google to get a feel for context about the page and it’s content too.  These links will help place the product page in the overall scheme of things and help it to understand more about the page’s relevance. Make sure that any external links open in a new window though as you don’t want to lose the visitor without retaining your presence in their browser. 

Lastly if you’re serious about ecommerce you need to make sure you have an SSL certificate to enable https secure browsing. Many website browsers now highlight the unsecure nature of websites that don’t have https and this can also affect the conversion rates you get from PPC ads as well as seriously affect your SEO ranking – https is now a major ranking factor for websites.

Steer well clear of fly-by-night SEO companies promising you immediate page one rankings. These often use dodgy tactics and generate low quality links that can have a major negative impact on your site ranking and could cause you long term problems in getting them removed.

4. Conversion Rate Optimisation

CRO, Conversion Rate Optimisation, reasons Shopify sellers fail

Number 4 in our list of classic reasons Shopify sellers fail is Conversion Rate Optimisation (CRO). This section is all about improving the experience your visitors have that creates the right atmosphere for them to convert into buyers. You’ve worked hard to get your ideal prospects to your Shopify site, don’t waste all of that effort by not creating the right environment for them to find what they’re looking for and be enticed to purchase.

My top tips for improving site conversion begins with your product pages, as this is the most likely type of landing page for people visiting your site (only about 30% of your site visitors are likely to see your homepage).

Make sure you have high quality, detailed imagery with various angles and if possible the product being used, as well as some shots that give scale i.e. depicting how big the product is. These should be zoomable to decent sizes that fill the available screen, after all if you’re selling a product that costs a lot you’d want to be comfortable you know what you’re getting.

As we mentioned earlier in the previous section, you need a detailed and unique product description that tells a story and captivates the reader into deciding to buy – don’t copy & paste the manufacturers’ product copy, loads of other sites do that and it’s the quickest way to become an also-ran. Remember what we said in section 1? The product needs to be a solution. This is where you make the magic happen! We want benefits here, not product features.

The second area is the site structure. If you haven’t reviewed this already for user-friendliness, now’s the time to do it. You need breadcrumbs, filters, mega-menus (that expand when you hover over them), site search – and make sure it’s high quality in terms of search results, picking up mis-spellings and plurals as well as intelligent part word or phrase recognition and search term suggestions – logical navigation headings and sub headings etc.

Third, use clear buttons and calls to action labels. You don’t necessarily have to follow rigid brand guidelines in terms of colour here – it’s the results that matter not about staying to a limited, poor performing marketing palette. For example if you use the same colour as your site for all buttons, they’re liable to blend in to the background and not be noticed – visitors scan content, they don’t read it unless it’s something they’re looking for.

Try different colours and text (but make sure there’s enough contrast between the colours) to see if these can have an impact, but don’t go off the reservation here. Stick to more conventional button labels like “Add to Cart”, “Add to Basket” etc. Also don’t overwhelm your visitors with too many calls to action or similarly designed buttons as you’ll just confuse them. This is especially important in the checkout funnel.

The fourth area is delivery and delivery pricing. Make sure you clearly identify the delivery price on your product page, and how quickly they can get the order e.g. “Order before 3pm to get next day delivery for £4.95”. Lack of clear delivery pricing is the main reason for shopping cart abandonment – you have been warned! You may want to experiment with free delivery. Think hard about this and whether it’s free for every purchase or only above a minimum order value. ‘Free completely’ is likely to encourage multiple smaller value purchases which will erode your margins.

The Minimum Order Value concept means you only get free delivery if you purchase more than e.g. £50. This has a significant impact in driving up average order values – make sure you work out what extra sales you need to break even on free delivery though and analyse performance for this regularly.

My Fifth tip is to also have a separate Delivery page that also includes details about your returns policy. Note: if your customers are classed as retail (i.e. B2C) and they are in the EU/UK they will have additional rights that are non-negotiable. Make sure you’re aware of these and be upfront about them. Some sites go above and beyond what the law requires and allow free returns for any reason. Think about whether you want to match this or if not have a good reason (like being eco-friendly to reduce waste cause by repackaging and restocking etc).

Sixth is to recover abandoned shopping carts. To do this you really need to know the visitor’s email address so look for ways to capture this as early on in the shopping experience or checkout process as possible. This could be through ‘add to wish list’ functions, ‘save my measurements’ or ‘back in stock’ alerts that need email registration. Once you have this it can be easy to set up an abandoned cart recovery tool. There are lots of options within Shopify for this – check out the reviews and functionality to pick the best for you – beware though, the cheapest isn’t necessarily the best.

The seventh thing to consider is whether or not you offer a Guest Checkout. There are pros and cons here. The pros are that you’re likely to get more immediate sales, as people often don’t like the extra (but minimal) fields they have to complete. Others fear the inevitable spam or loss of security that sometimes happens with data breaches. Overall it’s probably more about hassle and not thinking they’ll visit again that stops registration.

The downside is that you have no contact info with which to follow up, or permissions to start marketing to them or ask for customer reviews after they’ve left the site. It’s also harder to link products to email addresses for customer service issues or provide order tracking info. 

Try using a delayed registration on say the ‘Thank You’ page – all you need from them is a password to complete registration, you have everything else. Alternatively try offering Social Login, where the customer can use their existing Google, Facebook, Twitter, Amazon login to complete their checkout process.

My last tip is to try tracking with a session replay tool like Hotjar (or contact me and I can provide a Hotjar setup cheaper) and make sure your using ecommerce of advanced ecommerce tracking via Google Analytics. If in doubt get in touch and I can help.

If your site has enough traffic and there is clear evidence in the data that there is a conversion rate problem, start experimenting with alternative approaches. This may be an area where you need to call in the experts though as it’s not really a side of desk job. Be very very focused on the experience your mobile visitors are getting as you’ll be surprised what percentage are mobile.

Classic issues affecting mobile responsive design are buttons not appearing above the fold (the viewable area), tablet designs using the dreaded ‘hamburger menus’, single page-width images for category page sub-sections  (where 2 side by side reduces the length of pages) or inclusion of desktop oriented banners or media that aren’t suitable for mobile.

5. Use the Right Marketing Platforms

Right, so everything is tee’d up ready to go… You now know 4 of the 5 top reasons Shopify sellers fail. So where are the customers? Sure if you’re going to get some customers via search but you need to think about kickstarting the traffic flow.

Google AdsGoogle Ads is a great place to start and kick off with some instant traffic, and if you’ve followed all of the tips I gave above you should be optimised to benefit from fair priced cost per click keywords (Google will charge you more for a click if your landing pages aren’t optimised for the keywords in question).

However to do Google Ads justice you really need to outsource it to a professional who can create excellent optimised campaigns based around your keywords and landing pages as well as set up retargeting that will be more effective. If they’re good they’ll help you think about targeting specific visitor segments with discount offers to abandoners, through to up-sell or cross-sell for related product purchases.

Facebook and Instagram

Facebook and Instagram Ads. Again it’s best to outsource this as it can take a lot of time to master. The best of the bunch is Facebook (so far) as it allow you to tune and define your audience based on what you’re selling, the ads you’re using or the list of your existing customers which you can use as a ‘look like’ sample for Facebook to use. This is called ‘custom audience’ and I’d recommend you get professional help but it’s very effective.

 

Conclusion

You now have our 5 top reasons Shopify sellers fail. These are a super-sharp set of tools to make your Shopify site much more effective. Get working as soon as possible on these tips and you’ll see the benefits.

If you need help with any of the things we’ve talked about above, get in touch below or call me on 01462 887334 or +44 7811 266489

 

 

Designing a great homepage

Designing a great homepage

Homepage design

Getting your homepage design just right

Getting your homepage design just right is a major task. Ask three people about their first online impression of you and you’ll probably get four – or more – answers.

It’s particularly hard when your website needs to appeal to customers, employees and suppliers and you’ve got no more than a few seconds to make a great first impression.

You have to juggle design, photography and words – what takes precedence and why?

Your homepage is not there for you…

The most important thing to remember is that your homepage isn’t there for you. Unless you are selling to yourself, you’re not the target audience. Make sure that when you’ve created your homepage, you ask some trusted friends for their opinion. And listen to what they say. Specifically ask them if they understand what you sell or do from the first 3 – 5 seconds of seeing your homepage.

Banners or not? Icons instead of text? Lots and lots of text telling your whole story? Minimal colour or a single, bold image?

Should you include a random selection of products that you sell? Will it help or confuse visitors?

What about navigation? Should you hide it behind a fashionable three bar “Hamburger” navigation icon to make your design clean and fresh or leave the traditional tabs in place?

The choices you make affect the visitor journey

The choices you make with homepage design will influence how long a potential customer spends on your site before they turn to your competitor instead. And, of course – no matter how interesting your story actually is – few people will read every word on your home page before clicking through, searching, or switching off.

Great design, eye-catching relevant and meaningful images that aren’t obviously from a stock library and engaging text will firstly welcome your visitor and then direct them to the best page for their next step. Since your homepage will probably get more clicks than your other pages, it’s important to get it right first before you move on to products and services pages. Your homepage might not be the one that converts visitors to customers, but it does tell them a lot about your brand and what you sell.

Keep it simple stupid… 🙂

In general, keep your design and your message simple and if your brand isn’t clear on the homepage, you’ll lose out.

We have a great, in-depth homepage design blog that will help answer some of your issues and, of course, contact us directly for a more personal response.

Website Tab Navigation Isn’t Enough

Website Tab Navigation Isn’t Enough

 

Website Tab Navigation Isn't EnoughWhy website tab navigation isn’t enough…

Did you know that the visitors to your site can be broken down into 3 types of navigator?

When designing a website and especially a homepage you need to take into account the 3 different preferences people have when browsing online.

Website designers and therefore website designs tend to consider visitors as one amorphous lump of online prospects, but in reality they respond very differently to the way your site is designed.

 

3 Main Browsing Types of Visitors

 

Site Searchers

Site searchers tend to be people who know what they want . They’ll type in the name of the product or service they’re looking for in your search box.

Because they already know the name of the product or service they’re looking for, you’re going have problems if you’ve decided to give your products or services a unique name to be ‘different’.  The reality is your products won’t be found. Not only that you’ll have just lost a visitor and the ‘bounce’ could affect your relevancy score for future search result rankings.

So be conventional. Call your products and services by the name everyone knows them as.

Tip: make sure the site search system you’re using is a good quality one – they’re not all the same. Some out of the box site search offerings are poor, either in terms of actually finding the products being searched for or displaying them in an easy to understand and engaging format.

 

Tab Navigators

Most web designs are built around the assumption that every visitor is a tab navigator.  It’s true that tab navigation on your website is very important.  It gives visitors an instant understanding about what your website is about and the breadth of products or services your company offers – all without having to click a button.

Mega drop down menus (those menus that show more options when you hover a mouse pointer over them) are another great invention that allows visitors to see more of your content.  They can then decide whether to invest their time to progress further into your site without having to invest a mouse click.

On the subject of mouse clicks you should consider each click a visitor has to make as a considered investment by them. They’re weighing up time spent towards the likelihood of finding the thing they’re looking for against a waste of time which they could have spent better elsewhere.

So make the words you use to describe each navigational element (tab heading) meaningful and logical – don’t make the visitor think about what products or services are hidden behind each heading or they’re likely to leave.

Tip: don’t hide website tab navigation behind the three bar hamburger menu icons on desktop or tablet – it’s ok on smartphone form factors (but even some pioneering designs are shunning it here too).

 

Content Navigators

Content navigators on the other hand are, as the name implies, content junkies.  These visitors prefer to interact with the content of a page rather than the dedicated navigational elements like the navigation tabs or site search box.

Unfortunately most homepages don’t have a structure which even closely resembles the layout of the various categories of products or services on offer by the site.  It’s usually just a massive promotional image with a random collection of ‘products in focus’, often driven by the demands of the various product managers within the business.

So what?  It’s not that important is it?

You may be surprised to learn than on average more than 50% of your visitors to your homepage will want use the content to navigate rather than either site search or tab navigation.

It’s not surprising really when you consider that only around 30% of your total page visits will be to the homepage – the vast majority will be interacting with your product and category pages and… you guessed it they’ll be predominantly interacting with the content on those pages and not the tab navigation.

Unless you’re a household name spending £100,000’s a month on advertising your visitors will not know the range of products or services your sell, and they won’t spend long looking through every navigation tab to get a feeling for what you sell either.

Tip: make sure the content on your homepage represents the information architecture and tab navigation structure of your site.  On a recent client project we saw an increase in content navigation to 60% of total homepage interaction. This lead to over 50% higher clicks to deeper content – all by redesigning the homepage to reflect the site structure. Find out more about homepage design

 

Let’s Work Together

To find out more about how we’ve helped other businesses improve their online and offline performance get in touch using the contact form, via email at [email protected] or calling us on +44 1462 887334

Top Checkout Process Improvements

Top Checkout Process Improvements

Optimising your checkout process

online shopping photo

Photo by FootMassagez

If there’s just one area on your site that you focus on it should be your checkout process.

A small change here can have a big impact on your bottom line.

Focusing on optimising the shopping cart and checkout process is one of the quickest ways to increase revenues for your business.

What if I don’t have a checkout process?

Even if your website doesn’t sell things, improving the ease with which customers can input data on your site to enquire, apply for services or sign up to newsletters is an essential and fundamental area to improve your key performance indicators (KPIs).

Classic mistakes…

Having worked with many businesses over the years we’ve seen a wide range of mistakes that can seriously affect the performance of both your shopping cart widget* and the checkout process itself.

*What’s a widget? – it’s the interactive element that both adds an item to the shopping basket when you click “Buy Now” and usually it sits as an icon in the fixed element at the top of the web page.

For shopping cart widgets these issues range from bad widget design and placement, to poor or non-existent basket update advice as well as the loss of shopping cart items when users click the back button in the browser.

Checkout processes are generally more complex and varied but also have the opportunity for more, far ranging issues. These can include:-

  • not recognising returning visitors when they come back to your site but before they login
  • not remembering previously abandoned shopping cart contents
  • bad login/register/guest checkout page design
  • poor or unclear input box text labels
  • not making it clear which input fields are mandatory
  • input box sizing that doesn’t correspond to the required input data (e.g. full screen width boxes for a telephone number)
  • poor or overzealous field validation and inefficient error messaging (a major issue)
  • bad page design where buttons are hidden below the bottom of the screen (desktop, tablet and mobile)
  • not using the browser pre-fill function

Do you recognise any of these issues on your site?

 

For more website design tips have a look at Top Homepage Design Tips or Top 5 Website Optimisation Tips

Website Redesign: Choosing a Web Design Agency – 5 top tips

Website Redesign: Choosing a Web Design Agency – 5 top tips

So you need to redesign your website, but who’s going to do it?

Choosing the right web design agency can be a daunting task.  It’s an expensive investment, and getting it right is important.

You’re about to trust a company you might not know with a significant amount of your hard earned cash hoping that they’ll redesign your website into a slick, efficient sales engine that customers love… Oh, and you also want it to drive fantastic sales growth too.

The trouble is, who do you choose and can you trust them?… (more…)

Top Homepage Design Tips

Top Homepage Design Tips

In this article we’re going to talk about one of the most difficult pages to design on your website – the Homepage.  Our homepage design tips will not only help you understand why getting homepage design right is important, they’ll also help you to generate more traffic to sales content and goal conversion.  (more…)

Top 5 Website Optimisation Tips

Top 5 Website Optimisation Tips

Gone are the days when just having a basic business website was enough to tick the box on the marketing to-do checklist. Visitors and customers are increasingly expecting greater things from their online experience; they want to find content and resources that help them make choices, they want to buy or amend things 24/7 and be able to manage their relationship with you when it suits them (not you). By optimising your website around the customer you can drastically improve how visitors interact and drive up revenue or cost savings.  Read on for our top 5 website optimisation tips…. (more…)

Conversion Rate Optimisation

Conversion Rate Optimisation

What is Conversion Rate Optimisation?

Conversion rate optimisation (CRO)  is a term used to describe the continual improvement of your website, and aims to drive more visitors into buying customers or to whatever your business goals are. Ok, so what’s “Sales Optimisation”?

The term ‘sales optimisation’ is often used in the same way as ‘conversion rate optimisation’ (‘CRO’), or ‘sales conversion rate optimisation’.  Essentially they’re all the same thing.  What they’re not is Search Engine Optimisation or SEO – but more about that later…

Although we talk about ‘Sales’ optimisation, in essence we’re including all forms of user experience improvements that allow your visitors to achieve their goals as well as yours. (more…)