Improve Website Productivity - Optimise Your Digital Marketing Results
The aim of any digital marketing campaign is to steer potential customers to a website. The developer of a website which has grown in a particularly organic way over a length of time can become too immersed in the project to stand back and assess the site objectively.
An independent assessment can determine whether an online Company's digital marketing results can be improved. Maybe the website has never been designed or overhauled professionally - Perhaps it has simply been a case of adding on pages and features as and when required, in no particular order: If so, then chances are improvements can definitely be made.
FIVE STEPS TO IMPROVED WEBSITE PRODUCTIVITY
Step 1: Are Visitors moving in the Right Direction?
Where and when your visitors are bailing out needs to be assessed: Visitor data will reveal which sector [or sectors] of the website are failing most. Regardless of what the ultimate goal is - for them to register as a member or to purchase a product for instance - The reason why certain sectors fail to keep visitors moving in the right direction varies. Nevertheless, the reason why it happens must be accurately assessed and pinpointed before any redesign takes place.
Step 2: PPC Assessment
Many websites rely on PPC digital marketing campaigns for their traffic. If the keywords have not been assessed and targeted correctly this could be why your visitors are not following through. The purpose of PPC digital marketing campaign is not to merely steer tonnes of traffic to a website: Its purpose is to steer QUALITY traffic - And that is visitors who are TRULY going to be potential customers: Overly generalised keywords are expensive - Specialist niche keywords are more specific, less expensive and generally more successful.
Step 3: Promote Repeats
Returning customers are effectively free traffic. Make every customer count, by counting again...and again - Ensure your website is working hard to promote and so encourage repeat visits: Blog spots, tips and tricks pages to encourage regular visits - Reminder emails for repeat subscriptions and memberships for example. It is necessary to invest in a website and a well targeted digital marketing campaign to gain the loyalty of customers: Even so, loyalty is an extremely valuable thing to have.
Step 4: Promote Cross-Selling
Amazon's "Customers who bought this item also bought..." is a great example of how to promote cross-selling on a website: It's somewhat akin to placing sweets next to the till at the supermarket... Targeting is important - As is invariably the case with regards to any digital marketing strategy.
Step 5: Cutting the Clicks Counts
Every action your visitor needs to carry out before making a purchase or signing for membership is a potential drop-out point. Cutting the clicks counts.
The Real World
Too cluttered: Too complicated: Too hard to find - All the things that put potential customers off on-land can do the same online: Therefore, your digital marketing strategies need to stay very much in touch with the real world...