Tag: Quick Digital

Four Best Practices For Successfully Onboarding Mobile App Users

Four Best Practices For Successfully Onboarding Mobile App Users by Michael Essany.  Available from <https://mobilemarketingwatch.com/four-best-practices-for-successfully-onboarding-mobile-app-users-70498/> [January 23, 2017]

The following is a guest contributed post from Amy Abascal, Head of Marketing, Americas, FollowAnalytics.

In the old days of software design, onboarding campaigns were considered a crutch to compensate for bad UX.  In some cases, the on-boarding workflow even interfered with your ability to use the application.  Anyone remember that talking paperclip in MS Office that always seemed to get in the way?  But mobile apps are a different beast.  Well thought out onboarding flows can be an essential tool to ensure user retention.

It’s fairly well established that most apps are deleted after their first use – over 80% to be clear.  And comscore reports that users spend more than 75% of their time in their three favorite apps. So unless you want your app to be deleted or forgotten about, it’s critical to ensure that users find immediate value.  Coaching screens and in-app messages that introduce key features can make a huge difference

In addition, many mobile apps are useless or crippled without permission to use external features provided by the smartphone.  Think of Instagram without camera permissions or Waze without GPS.  Unfortunately, smartphones don’t allow apps to access these by default.  The user must agree and onboarding campaigns can get them to do so.

Here are five tips to creating successful onboarding that will ensure your users love your app and keep using it.

I. Take the Pain Out of Logging In

Typing passwords on a desktop computer can be tough, but typing them on a mobile device can be downright maddening.  If your user opens your device, is immediately prompted to create an account and cannot get through the login process, it’s pretty much guaranteed you’ll lose them.

Instead, don’t require users to create an account until it’s really necessary.  How much can they explore before a login is required?  Once they see the value of your app, they’re more likely to go to the trouble.

Next, provide as many options to login as possible.  Social media sign-ins through Facebook and LinkedIn are great, but if users store their passwords keychain tools and don’t remember them, you’ve added more complexity to the process than they may be willing to put up with.  Furthermore, ask your team if it’s really necessary to have strict password requirements?  Can you let them log in with a numeric pin?  My bank lets me login with my fingerprint.  I love them for it!

II.  Think About Context When Asking Permission

If you are going to request permission to send push notifications, use the camera or GPS, or access other external functions, then explain what the user is getting out of it.  When they sees the app is more useful by clicking “allow”, they’re much more likely to do so.

Likewise, the timing of your requests is just as important as explaining why you’re asking.  I’ve used apps that asked for everything from my social media profile to my location before I was even certain what the app did.  Let your user get addicted to your app first.  You might not need to ask for permission to use the camera until someone is ready to scan a barcode or take a picture.  If they understand that denying access will create an obstacle to whatever they are trying to do right at that moment, they are far more likely to agree.

III.  Segment and Personalize the Journey

Different users users are likely follow different paths through your app.  When you consider context as part of your on-boarding journey, you find out that there are now many journeys and not just one.

Not all users will respond to the same things the same way?  By leveraging a  best in class mobile analytics tool, you can understand your segments (down to segments of one!) and know quantitatively what messages and content appeals to each.  This allows you to tailor your onboarding campaigns, sending the right message to the right person at the right time.

Not only should you use your segments for demographics, but you can also use them to see where people are in the onboarding process.  If you have a group of users that have all opted out of push notifications at a certain point, then by experimenting with the process, you may be able to change their minds on down the road.  Or perhaps you learn that it’s appropriate to show coaching screens to certain subsets of users and not others – or at different points.

IV.  Analyze, Test and Optimize

Onboarding paths are no different than any other engagement campaign.  Be sure you test and optimize your messages.  First, use funnels and event flow analytics to understand where certain segments are dropping off.  Then split test your mobile messaging to improve results.  Perhaps calls to action can be written differently to appeal to different segments.  What can you test and optimize to boost successful adoption of your app?

The Takeaway

Well designed onboarding flows can be powerful tools that improve retention and help users get value from your app.  Put yourself in the shoes of your user.  Think of times that a login process was so cumbersome that you gave up.  When considering when and how to ask permission for external resources, be sure your timing makes sense and that the user perceives value in allowing the request.  Understand that not all users will follow the same hard coded path and use segments and personalization to be sure each person gets the best experience for them.  And finally, test your messages and calls to action.  By observing these practices, you can improve retention and be sure users get the most out of your app.

Four Best Practices For Successfully Onboarding Mobile App Users by Michael Essany.  Available from <https://mobilemarketingwatch.com/four-best-practices-for-successfully-onboarding-mobile-app-users-70498/> [January 23, 2017]

How to Increase Your E-Commerce Conversions in 2017

How to Increase Your E-Commerce Conversions in 2017 Posted By .  Available from <http://www.business.com/sales/john-surdakowski-increase-e-commerce-conversions/> [January 23, 2017] Photo Credit: By Varun s (Own work) [CC BY-SA 4.0 (http://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons

Your company’s ability to thrive in today’s ultra competitive e-commerce industry hinges upon your ability to create an extraordinary experience for your customers. This experience begins with an inviting, captivating website that helps your customers achieve their goals quickly and easily. Below are five ways to increase your e-commerce conversions.

1. Revamp your website

Your path to e-commerce prosperity begins with a fantastic website. After all, new customers will never make it to the decision-making phase unless they are drawn to your website. While the extent to which you update your site will depend upon the current state of your website, you should consider a total overhaul of your website if any of the following conditions are met:

  • Your website contains content or design elements that are severely outdated
  • Your business goals have completely changed
  • Customers are unable to submit questions or inquiries through your site
  • Your website does not function properly on mobile devices
  • Your website is not secure or has outdated software
  • Customers cannot find your website
  • Your website is stuck in the 1990s
  • Customers complain that your website moves at a snail’s pace

Even if your website does not require a complete overhaul, you should still regularly review its functionality to ensure that your website is your company’s best asset. While the frequency with which you should review your website will depend upon the nature of your e-commerce business, experts suggest that a website can benefit from a complete facelift or redesign every two or three years. If your customers are technologically adept, you may wish to revamp your website more frequently. A key goal of the web redesign process should be to foster a positive user experience, as outlined below.

2. Lay the foundation for a stellar user experience

According to a Society of Digital Agencies (SoDA) report, 77 percent of agencies acknowledged that a subpar website user experience is a big weakness for businesses. Successfully updating your e-commerce website requires you to understand the needs of your target audience and update your website in a way that exceeds their expectations. The result is a captivated customer who is unable to resist the allure of your company and products. Below are tips to creating such a user experience:

  • Build an eye-catching landing page that holds the user’s attention.
  • Make sure that your website is speedy. Pages should take no longer than 2 to 3 seconds to load.
  • Customers should be able to easily navigate through your site or search for items.
  • Your website should be intuitive and easy to use.
  • Ensure that your website has a mobile-friendly design.
  • Avoid the inclusion of too many ads or pop-ups.
  • The content on your site should be helpful to your audience and easy to view.
  • Customers should have a means of submitting an inquiry or request through your site.
  • Your website should be well-organized and aesthetically pleasing.

You can speak with your user-experience specialist about a/b testing your e-commerce website or run some tests yourself. There are some amazing tools online to help get a better grasp on your website’s UX and conversion performance. Here are a few tools that you should check out:

3. Create an outstanding customer experience

An impeccable customer experience is astonishingly powerful. In addition to helping you increase conversions, a great customer experience can even help ease the sting of a poor user experience. Key elements to remember when fostering a positive customer experience are as follows:

  • Be transparent with your pricing. Make sure there are no hidden fees.
  • Make the online checkout process seamless and intuitive.
  • Provide customers with prompt notification of their tracking information.
  • Notify customers immediately if a product is on back order.
  • If an item is sold out, suggest a comparative alternative if one is available.
  • Make it easy for customers to return a product that is not satisfactory.
  • Offer customers a means of providing feedback about their customer experience.

This last point is particularly critical, as customer feedback is an incredibly valuable tool to employ in bolstering your e-commerce conversions. Seeking suggestions and comments from your existing customers will help you increase conversions and grow your business in the following ways:

  • You gain valuable insight into the minds of your target market
  • You cultivate loyalty among existing customers by showing them that their opinions matter
  • You receive unfiltered criticism and positive feedback from an honest and unbiased source

The importance of an exceptional customer experience cannot be stressed enough. A good customer experience will increase conversions, while a poor experience will undoubtedly be detrimental to your bottom line. According to Esteban Kolsky’s presentation at the Callidus Customer Conference, 13 percent of unhappy customers will tell 15 or more people about their experience, while 72 percent of customers will share their experience with six others if they are happy.

4. Generate a list of best practices and adhere to them

Identifying best practices and committing to follow them is vital to the continued success and growth of your business. Ideally, you should involve your employees when discussing best practices to ensure that you are fostering a unified culture at work. Four of the most fruitful best practices within the e-commerce industry are:

  • Create a blog and update it regularly. Your blog content should be current and relevant to your target audience. Use a calendar to ensure that you update your blog in accordance with your desired frequency.
  • Feature star-studded testimonials on your website. Customer testimonials are one of the most influential forms of advertising available, especially if the testimonial is provided by an industry expert. Keep testimonials short and to the point, and include a customer photo with the quote if possible.
  • Present an offer your customers can’t refuse. Few things are more enticing to a prospective customer than an irresistible offer on a product that they need or want. Examples include bundling free accessory packages with key products or extending a 15 percent discount to all new customers.
  • Keep a close eye on your competitors. As the owner of an e-commerce store, you cannot afford to live in a bubble. Failure to monitor your competitors’ pricing and sales tactics may ultimately lead to customer abandonment. In addition to monitoring the websites of your online competitors, you can maintain a competitive edge by participating in industry trade shows and surveying your customers.

5. Enlist the help of an industry expert

The best way to increase your e-commerce conversions is to seek the guidance of an experienced industry professional. An industry expert can help you define your goals, enhance your website and create a superb user experience for your customers.

Consider the example of KITH, a multifunctional lifestyle brand for both women and men, as well as a progressive retail establishment. The KITH team recognized the need to increase their online brand identity and create a better user experience. KITH reached out to my agency, Avex Designs and embarked upon a campaign to develop their online brand experience. We helped the NYC-based brand achieve this goal through the following steps:

  • Enhancing the KITH website by making it faster and more SEO friendly
  • Creating a custom user experience that focuses on KITH’s strong brand identity
  • Educating the KITH team about how they can better manage their content
  • Providing ongoing support by providing a website style guide

As you evaluate marketing and design companies, you should remember that web design companies are not all created equal. You should choose a creative agency that is committed to collaborating with their clients and educating them about the ways that the customer’s digital experience can increase conversions. Ideally, you should seek a marketing and design company with the following attributes:

  • An impressive breadth of experience that includes web design, SEO, web development and digital strategy
  • A robust portfolio of references
  • Experience using testing and prototyping to develop client solutions
  • A desire and ability to facilitate customer growth

With the help of a trusted creative digital agency, you can optimize your e-commerce company’s online presence and foster a winning user experience. However, many of the above enhancements can be applied by you or your web designer. Either way, the end result is an increase in your overall conversion rate and a higher level of customer satisfaction.

How to Increase Your E-Commerce Conversions in 2017 Posted By .  Available from <http://www.business.com/sales/john-surdakowski-increase-e-commerce-conversions/> [January 23, 2017] Photo Credit: By Varun s (Own work) [CC BY-SA 4.0 (http://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons

5 CMS Mistakes That Ruin Your Website

5 CMS Mistakes That Ruin Your Website Available from <http://www.thenonprofittimes.com/management-tips/5-cms-mistakes-ruin-website/> [January 11, 2017]

A lot goes into building a new website or redesigning an existing site. You need to decide what you need it to do, how visitors will use it, how staff will use and update it, and what it will look like. You’ll also need to find ways to make sure it can be found on the web by people searching for it.

Selecting the right Content Management System (CMS) for your needs is just one step in the process, but it’s a critical one. A CMS is an important tool that enables your staff to post useful content and provide important information to your constituents. If the CMS is hard to use or staff members don’t like it, your website is more likely to slip out of date or lack useful content.

  1. Rushing into a system. It’s common, especially for nonprofit managers, to hear an enthusiastic testimony from a friend and to think, “We need that!” But, do you? First, think about the problems you need to solve and do your research to find out whether this system best addresses those issues or whether other systems might do a better job of helping you solve your problem. A thorough evaluation up front might take a lot of time, but website projects can get messy and expensive if you don’t think through the details at the beginning.
  2. Not understanding the software landscape. For better or worse, your limited experience with one or two systems sets your expectations. If your old CMS made it easy to integrate with your constituent relationship management (CRM) or design eLearning content, you might assume those are common features. And if you really liked a CMS, you might think it’s the only one that offers your favorite features. Check your assumptions and make sure you’ve reviewed a diverse range of content management systems to be sure you understand what’s available within your budget.
  3. Thinking bigger is better. A CMS is supposed to make it easier for non-technical staff to update your website. A big, complex CMS might enable a lot of fancy features, but do you need all those features? If your CMS is too sophisticated, your staff probably won’t be able to take advantage of those features, and they might look for workarounds that compromise your site.
  4. Lacking focus. Website projects can be exciting and inspire a lot of ideas, but unless someone is able to sort through the ideas and decide what matches your organization’s goals, you risk creating a Frankenstein site that tries to do too much and accomplishes very little.
  5. Treating selection as a tech project. Your CMS is fundamentally a communications tool. If your IT staff takes the lead on the project and doesn’t fully partner with others at your organization — especially communications staff — it’s very likely that users will find the configuration frustrating and the features you need most will be underutilized. The end result will be a website that doesn’t accomplish your organization’s goals.
5 CMS Mistakes That Ruin Your Website Available from <http://www.thenonprofittimes.com/management-tips/5-cms-mistakes-ruin-website/> [January 11, 2017]

How To Create Your Business Website and Beat Google

How To Create Your Business Website and Beat Google by Anna Knorik.  Available from <https://indianceo.in/news/create-business-website-beat-google/> [Posted on ]

Setting up a website for your business may seem like an impossible task for many. However, with some guidance, it is doable without much frustration. Web development for startups may require some research and knowledge but there is nothing you cannot master. I remember being overwhelmed when the idea of creating a website for my business came up. Here are my tips to help you set up a successful and informative business website. Read more.

Creating a website

So you have come to the realization that your business needs to join the online world. These days there are many tools to help you create a website. The simplified version of creating a website goes like this:

  • Choose a domain name
  • Find hosting
  • Create a theme for your website
  • Content

This is the outline but there is more to creating a website than simply getting to the blank page. After you setup the actual page, there are a few important things you have to do in order for your website to be visited by potential clients.

Get your website listed

Creating a website is one thing. Having your website land in a Google search does not simply happen by one click of a button. You have to list your website on the Google directory by submitting your web address to Google. The submission form is free of charge but it is important to note that this is a requirement to get your business reached via Google.

Link your website

There are some websites that Google already crawls. Link your new website to one of the crawled sites. The next time Google crawl these sites your website is automatically added to the index. It is an easy way to get your website indexed.

Keywords

Every website needs informative content. Even if you are selling a product, it is still important to provide your visitors with good content. You can use this as an opportunity to be found in the searches. Carefully select the keywords for your site and pay attention to your SEO settings. You can use Google’s keyword planner to help you find ideas for keywords relevant to your website.

Meta descriptions

A Meta description is used to give your visitors a quick overview of what to expect on your website. This is the hook you use to have clients click on your website on the Google search engine. Your meta tag will appear just under your article headline in Google. It can also be described as a short summary of what the article has to offer. Based on your headline and Meta description, the potential visitor will decide if your article is worth clicking on.

These are a few tips you can use which will make the world’s difference in your site gaining more visitors. You want to use it as a foundation to build relationships with your clients. Make sure you provide your visitors with good content. You also want to make the experience worthwhile and be remembered by all who came across it. Read about cool tools for building a website.

How To Create Your Business Website and Beat Google by Anna Knorik.  Available from <https://indianceo.in/news/create-business-website-beat-google/> [Posted on ]

5 search engine optimization trends for 2017

5 search engine optimization trends for 2017 by Vikas Agrawal.  Available from <http://thenextweb.com/insider/2017/01/11/5-search-engine-optimization-trends-for-2017/> [Jan 12, 2017]

With every passing year, search engine portals develop new algorithms and rules with the hope of combating spam links and people trying to play the system.

These new rules set by Google, Bing etc. means that every webmaster must stay abreast to the ever changing SEO landscape in order to help clients meet their search based targets.

According to Jayson DeMers, the new year offers a great opportunity for everyone to adjust their SEO strategy and here are some tips on how it can be done.

1. Take advantage of Accelerated Mobile Pages (AMP)

The need for more responsive pages in a bid to reduce bounce rate has been a driving force in Google’s 2016 SEO strategy.

One of the most practical solutions they came up with is the integration of AMP by webmasters.

It’s important to note that AMPs are open-source protocols that allow pages load instantaneously on mobile browsers. AMP has become a phenomenon in the SEO community for it allows consumers load pages instantly at a reduced data rate. The average webpage uses eight times more data than an AMP when loading content.

In 2017, this trend is expected to develop further, and you can take advantage of it to provide more responsive pages for your users.

2. Artificial Intelligence (AI) makes its presence known

Google search algorithms finally got a boost at the tail end of 2016. This boost came in the form of integrating machine learning into search algorithms with the aim of making them smarter.

The Google RankBrain concept is expected to make search more intelligent and provide only relevant information to users of its search engine. This means that to combat the rise of AI in search, webmasters and website owners must focus on adding a unique voice to the niche they operate in.

The possibility of conning the system with black hat SEO tricks will become even less effective in 2017. This means your new year content resolution should be to use taglines, write dense articles, and make a dent with the information you post.

3. User Experience optimization has emerged

The evolution of the World Wide Web – signified by the term Web 3.0 – is slowly becoming the standard for platforms that rely on the internet. In this new world order, user experience has begun to trump all other factors.

Websites now make more user friendly platforms and search engines are beginning to take note. Google as well as Bing have escalated the need for a better user experience by integrating these experiences into helping websites rank hire and webmaster most take advantage of this.

Since 2015 search engines have been partial to well-designed webpages that get people to spend more time viewing contents on them. This means the onus to increase both the user experience and the ease of access on your platform falls squarely on your shoulders.

To do this, you should design more user-friendly landing pages, integrate the use of infographics in your blog posts and simplify your website’s navigation process.

4. Personal branding is key

Carving out a niche in a crowded space is difficult everywhere including on the internet. And this has made Google focus on platforms creatively pushing their brands against all odds.

One of these techniques includes the use of branded URLs in carving out a unique perspective for your personal business on the web.

The advantages of personal branded URLs are diverse but the most important thing is that it helps your website score top marks with Google’s search algorithms which will greatly advance your SEO efforts.

5. Integrate short branded links

One of the most important KPIs that search engines take into consideration when ranking web pages is ‘iteration’.

Iteration in SEO means that the more a content is read and shared on the web, and the more unique and credible the information it contains. And the best way to get your content shared is via ‘short branded links.’

These new link format is currently been used by Fortune 500 companies — Pepsi (pep.si), NY Times (nyti.ms) etc — to push their agenda on the internet and it’s working. Research shows that using branded links increases CTR by 35 percent. Not to mention they’re crucial on social channels that limit post characters.

You’ll note that these five trends can be integrated interchangeably into your SEO strategy for the new year. So don’t get stuck trying to figure out which single one you’ll implement, but instead implement multiple techniques to ensure better visibility for your website.

This post is part of our contributor series. It is written and published independently of TNW.

5 search engine optimization trends for 2017 by Vikas Agrawal.  Available from <http://thenextweb.com/insider/2017/01/11/5-search-engine-optimization-trends-for-2017/> [Jan 12, 2017]