3 Ingredients for High Converting Landing Pages

3 Ingredients for High Converting Landing Pages

Whether you’re building custom landing pages or optimizing catalog pages, removing distractions and clutter is often the best way to simplify the customer experience and to increase the conversion rate of a landing page. The notion of keeping it simple is often abandoned due to group analysis and overthinking the landing page’s layout or content.That is why we have created this guide. Our goal here is to provide simple recommendations to improve your landing pages. 

There are three ingredients that can be simplified to achieve high converting landing pages: Layout, Message, and Response. These three elements will blend together to serve one purpose, to guide visitors toward your call to action.

Make the Layout Clean – Avoid Distractions

The layout and design will be the first test for simplifying your landing page and reducing distractions. Every element you choose to include, or exclude, will contribute to your overall success. Go for quality in choosing what to include, whether it is a video, image or infographic. Consider these observations as you build out your page:

  1. Keep the layout easy to use.

This is really the underlying characteristic of a quality landing page as it sets the foundation for the rest of this list. Give your target audience an easy-to-use page that flows all the way through to your call to action..

  1. Keep the layout fast.

Your landing page has to be fast to load, because slow sites are not easy to use and even more importantly, studies show that 53% visitors will leave if a site fails to load in less than 3 seconds. Optimize images and video using only those that are necessary to share your message. Avoid negatively impacting the user’s experience.  Sure, your landing pages need to be visually appealing, but not at the expense of time and patience. You may create the most beautiful and visually engaging landing page in the world but if it takes too long to load, no one is going to stick around to see it.

  1. Keep the layout free of unnecessary clutter.

Avoid cluttering the site visitor’s first impression with popups. Popups are not a great way to make your landing page ‘easy to use’. Present your message without overwhelming your visitors and only introduce popups when they fit the situation and will provide added value.They should certainly not be on your landing pages.

  1. Keep the layout organized.

Organize your information so there is a nice path to follow. Use bullet lists, callouts, charts, and other elements when such a grouping will help visitors follow your message. Always use clear headings giving your visitors a choice between which content to skim and which content to study.

Make Your Message Compelling – Avoid Confusion

Your landing page should be very purpose-centric. All content should be carefully vetted to ensure a consistent message. There are several things you must know as you create your landing page: know your product, know your customer, and know your purpose. With this knowledge you can keep your message on track.

  1. Keep the message simple and direct.

Don’t make visitors think. Give them the details they need to make a decision. Vague claims might seem like a way to attract wider interest, but l it can also cause confusion. Tout specific benefits to keep their attention and draw them further into your page.

  1. Keep the message informative.

Put yourself in their shoes.Answer all the expected questions about your product or service: ,  “What would I need to hear in order to make a decision?”. Present all the features you are proud of and connect those features to the benefits you want others to notice. Give as much information as necessary to encourage visitors to respond to your call to action..

  1. Keep the message on task.

Know your purpose. Connect your stated features and benefits to your call to action. Show visitors how these features and benefits are within reach by signing up for more information, scheduling a phone call, or purchasing your product. 

  1. Keep the message fresh.

Make sure your story is compelling. Show visitors how your claims are reliable by incorporating social proof and video for testimonials or demonstrations. If a live demo or free trial seems like a good option, consider the sign-up as your call to action. 

Make the Response Clear – Avoid Regret

You have built your page and sculpted your message to focus attention on your call to action. Don’t stop yet! Make sure you are asking for the response that you need.Both the request and the benefits of participating must be made clear. Don’t leave anything to speculation. Present your argument and ask for the response. Consider these suggestions to keep that focus:

  1. Keep the response focused on the call to action.

Make the sale! If they’re on your site and Landing Page, you already have their interest and they have invested at least a little time in getting familiar with your offer. Make sure it is all pointing to the response you are looking for. Don’t leave them wondering. If you want to make use of a popup, try reeling them back in if I attempt to leave without accepting your offer.

  1. Keep the response free from distractions.

Review your page again for anything that distracts from the call to action. Fewer  distractions, and again, avoid pop-ups right off the bat. Don’t play add-on and give them options that distract from your primary goal. Keep it to no more than two options for even a more general landing page.

  1. Keep the response moving forward.

Each bit of information should move the site visitor further down the purchase path to accepting the call to action. Once the prospectI commits and accepts your terms, consider providing some feedback. Welcome your new customer to the family. Let them know what to expect next. Remind them how this decision will benefit them. And, say thanks.

Now that all the ingredients are in place, make the recipe your own. Monitor and refine your landing pages to ensure they are clean, compelling, and clear. Let the response to your call to action drive further improvements. Get feedback and incorporate it into your pages. 

No Distractions | No Confusion | No Regret

High converting landing pages are within reach. If you would like to discuss how InteractOne can help take your online marketing to the next level, contact us now

Picking The Right Keywords For SEO

Picking The Right Keywords For SEO

keywords for seo

Keyword Research: How to Find Keywords for SEO

Search Engine Optimization (SEO) is a great way to drive traffic to your website, increase conversions and tap into the millions of consumers shopping for products online. However, finding the right keywords or key phrases to target can be a challenge. Here are a few ways to help eCommerce merchants find the right keywords for SEO and some tips for maintaining SEO over time.

Choose keywords and key phrases that best describe your business

Make sure to first research keywords and key phrases that specifically fit your business. The key word here is “specific.” If you are a car window repair shop, choosing the keyword “windows” will get you nowhere fast. If you are a local New Holland tractor dealer, trying to rank with the phrase “New Holland” might put you into unwanted and unprofitable competition with several large cities around the world. If you are a coffee shop, tempting as it might be, you have little chance with the keyword “coffee” alone. Do you see the trend? Make sure your keywords are on-target, ownable, realistic and not easily mistaken for another subject entirely.

While it’s important to go after the keywords and key phrases that best describe your business, it is also important to research your competition. For SEO, it’s possible to gain a lot of valuable information on your competitors. There are several tools available to help with this including SEMrush or Moz’s Keyword Difficulty Tool. Both are great used separately or together. The goal is learn what your competitor’s strengths and weakness are and where there is an opportunity to gain an edge. Start with the same keywords and key phrases used in your initial research. Does your competitor rank for the same keywords? Are there other keywords they’re ranking for that you’re not? How are they using those keywords? A competitor analysis is a valuable tool in SEO.

How many people are searching the web using those keywords

Once you’ve built a list of relevant keywords, it is important to analyze how often those keywords are being searched for via search engines. Two free tools that do a good job of this are Google’s Keyword Planner and Wordtracker’s GTrends Tool. Follow this rule of thumb: if a keyword generates a lot of searches, it will be harder to rank organically through an SEO effort. If you find that your keywords have too much competition, try adding the town, city or state name. Also, try longer-tailed keywords; for example instead of  “windshield repair” try “windshield repair Cincinnati” or “window repair shop in Cincinnati.”

Estimating costs for ongoing SEO efforts

A cost analysis of the effort and time required to implement your keywords versus the amount of traffic they may generate may also prove beneficial. Your current rank for a keyword or phrase, the amount of competition for the same keyword and the current state of your website are all important factors in estimating ongoing SEO campaign costs. In addition to keywords, merchants can improve SEO through new content, optimizing metadata, updating product descriptions, category pages, optimizing images must be taken into account. It’s important to budget efforts based on what is necessary and what will drive conversions.

Optimizing Keywords for SEO Is an Ongoing Process

Determining the proper keywords for your SEO campaign is an ongoing process. A set it and forget it mentality just isn’t possible with SEO. Tracking changes made to SEO efforts is important. Performing consistent traffic analysis, keyword position reports, and frequent website updates optimally tune your website for SEO. It’s good to document what changes have been made on specific pages and what the targeted key phrase is. A reference document tracking changes with notes can prove to be valuable. Historical data will help you learn what changes had a positive impact and what still needs to be tackled or revisited.

Like most things, experience and first-hand knowledge are paramount. Start your SEO campaign on the right track with the proper keywords and you’ll gain the experience to make your website highly competitive by constantly refining your SEO strategy.

To learn more about finding the right keywords for SEO, or more about SEO for for Magento and our marketing services, contact us today.

Magento Email Templates

Magento Email Templates

How to setup Magento eMail Templates for M2

When a customer makes a purchase, or changes their password, they are automatically sent an eMail from your Magento store. It’s important that merchants update these triggered and transactional template eMails to match their brand. Notably, Magento makes it easy to customize these types of eMail templates to match the design of your website for branding purposes. In addition, merchants can also create eMail templates for different store views for different languages or sub-stores within Magento.

The process for updating Magento templates is fairly simple. The admin between Magento 1 and Magento 2 is laid out differently, but the steps are essentially the same for updating eMail templates. This also applies to both versions of Magento Open Source (previously referred to as Community Edition) and Magento Commerce (previously referred to as Enterprise Edition).

1. Creating Custom eMail Templates – Getting Started

To access the transactional eMail section go to MARKETING > Communications > eMail Templates

If you’ve never set up an eMail before, it will be an empty pane to start with. See below:
Click on “Add New Template” in the top right hand corner. You’ll come to the form with the ability to load any default templates. See below:
Magento has it’s own default template for all of the different transactions that get sent out to the customer. This also includes any 3rd party extensions installed that generate customer correspondence such as RAM modules or order management modules.

The drop down box shows all of the default Magento templates available. Notably, all of the templates will utilize your store logo and have quite a few dynamic variables. Out of the box, nothing is hard coded to say Magento. At InteractOne, we really emphasise creating a consistent branding experience across our merchant’s sites and eMail communication. And in some cases, we will simplify the eMail templates to display properly on mobile.

As shown above, there are many template options such as “New Order,” “New Credit Memo,” as well as a “For Guest” options. Templates that do not note “for guests” are intended for registered users. See below:

The difference is that the template inserts the customer’s name and account information for registered users only vs the “for guest” option which omits that information.

So select the template you wish to edit and click load template.

Special Tip: Load a template eMail to view the HTML code to use as a guide for eMails you’re trying to create. This is helpful when you need an example of code but do not need to edit a full template eMail.

After the template has loaded, give it a name and add a subject line. You can create anything you want, or stick to something simple. The default is usually simple and includes with your store name. See below:

2. Creating Custom eMail Templates – Let’s talk about variables

You’ll notice that there are several variables available throughout the template. These are dynamic variables that will pull settings from your magento configuration into the content of the eMail. For example, these could be the subject line or the body. The store prefix is a store view level prefix, meaning you can give your website a different name on the store level. Or, you can have different settings for your order increment ids, phone, or address based on the store view level. Those examples can be dynamically inserted into the template. See below:

The “Insert Variable” button will list the variables that can be inserted into the subject and content sections. In other words, these are dynamically inserted based on transaction information. This could include customer or order information and any other kind of configuration settings that are set on your store.
Special Tip: To insert a variable, your cursor needs to be in the place where the variable needs to go. Furthermore, if you insert a variable, it’s your responsibility to check that the variable is displaying properly!

3. Creating Custom eMail Templates – Mobile Friendly eMail.

A popular request among merchants is to create a responsive or mobile friendly eMail. Notice the templates use table settings which by nature are not mobile responsive or mobile friendly.

Editing eMail layouts and header/footer color schemes to match store designs are popular ways of customizing Magento eMail templates. The pre-defined eMail variables are managed by layout XML files located in the template directory. Due to this, we do NOT recommend editing those files directly. This can cause issues when updating Magento in the future.

Special Tip: It’s best to have a developer create an overwrite to the existing layout files if you want to change anything in those sections. Any further directions on how to actually edit those would need to come from an experienced developer.

4. Creating Custom eMail Templates – Template Styles

The Template Styles section is CSS and requires typical ID and class statements that can be built out in line. Editing or adding CSS to the Template Styles section will pull the styles into the Template Content section above.

5. Creating Custom Templates – Check Your Work

After your template is setup, save it. Once saved, you’ll be directed back out into the eMail Templates window where the new custom template will be available. See below:

There is a “Preview” option to the far right where the eMail can be reviewed in a new window.  Notably, the preview will not pull any dynamic data. Therefore, anything that has order number, bill to, or name will look empty. However, you can shrink the window down to see if the eMail is mobile responsive and that columns are stacking properly.

To apply the new eMail template, open a new tab, go to STORES > Settings > Configuration > SALES > Sales eMails.

For every section listed, you can define what template you want to use for each setting. Note that this a store view level setting. However, most merchants do not create Store View-specific eMail templates. You can change the default settings at the Default Configuration Scope level. To use different eMail templates at the Store View level, such as for different languages as shown in the example below. Click on “Default Config” in the upper left hand corner, and select the Store View you would like to edit.
The Store View settings in Magento can be pretty unclear. The most popular reasons for eMail settings being at the store view level is that merchants can setup different language eMails for different sites. For example, a merchant may have Spanish and French-specific sales and support. Therefore, they need to use a different phone number for the Spanish store view and the French store view. In addition, they can also have custom eMail templates specific to the store views. It’s a great feature, however, most merchants will not need multiple store view options.
Special Tip: Test your eMail by completing a test action to trigger the eMail to come to yourself. Test the eMail from different devices such as mobile, tablet or desktop to verify that the eMail displays properly.

Need help with Magento eMail Templates?

In addition to our tutorial above, Magento offers excellent documentation on editing eMail templates. Magento offers even more detail including how to edit headers and footers. However, if you don’t feel Magento savvy or don’t have time to customize your eMail templates, we can help! Contact us today to talk to a Magento expert about Magento eMail templates or give us a call 513-469-3345.

Looking at Your Inbound Marketing Funnel

Looking at Your Inbound Marketing Funnel

What is so important about Inbound Marketing?

We all want to make the most of our marketing funnel, but you need to understand the consideration of visitors, leads, prospects and customers. The infographic below shows how by, earning the attention of prospects and making it easy to find you and your products can you draw more customers to your website. The key to all of this is producing the kinds relevant and engaging content your customers value.

I know one of my biggest complaints about most eCommerce websites is the lack of quality content on the page. Relevant content for your customers can be as simple as a quick video describing or review the product on page. Zappos and REI do a great job putting a personal face on think kind of Owned Media. The Zappos and REI associates introduce themselves and then describe what is great about the product and why it is great for you all in less than two minutes.

These quick hit videos give visitors a personal connection to the product AND the seller, allowing you to see the product either in use or in real life, not just some beauty shot, to help you decide if what you are looking at is a must have. As an inbound marketing strategy goes, this is pretty brilliant. It gives visitors a video to interact with, a relevant landing page, and nurtures the visitor into a lead, let’s Zappos measure the interaction with each video to see what works best to help with the conversion. Using the right kind of CRM technology and analytic package Zappos could even follow up with an email to non-converts who did not view the video with a video embed in the communication.

Our Internet Marketing and Web Development teams here at InteractOne we can help you plan and execute your Inbound Marketing strategy from both the customer facing and back end development of your site to help turn visitors into customers.

Contact us today!

inbound marketing funnel infographic

Merchants Choose Magento

Merchants Choose Magento

Magento 2012 Update Survey Indicates that Merchants Choose Magento

Merchants choose Magento is the headline news in the October 2012 eCommerce survey, from UK developer Tom Robertshaw, found 35,218 sites in the Alexa Top 1 Million, finds Magento, with a 23% share of the market, is the leading eCommerce software platform. This is a 4% increase since the February 2012eCommerce survey. Equating to 8,087 sites, Magento has seen growth in every single edition since the survey began 2 years ago. It sees a 20% growth rate since the last survey in February alone.

Most Popular eCommerce Software Oct 2012

Magento isn’t the only one. The popularity of Zen Cart continues to increase, up 12 percent to 4,451 sites. Both Magento and Zen Cart have released new versions since the February survey.

Most Popular eCommerce Software Top 100K Sites Oct 2012

While both VirtueMart and osCommerce take a dip in numbers. Conversely, both PrestaShop and OpenCart see significant increases.

Aggregated results for all eCommerce platforms:

eCommerce Platform Feb-12 Oct-12
Magento 6795 8087
Zen Cart 4042 4541
VirtueMart 3914 3657
osCommerce 3199 2881
PrestaShop 2187 2621
OpenCart 1129 1747
Volusion 1266 1080
Yahoo! Stores 1217 1068
Interspire 983 987
Ubercart 891 856
WP e-Commerce 861 800
ECSHOP 703 774
Actinic 777 682
Miva Merchant 721 611
Shopify 345 573
CS-Cart 538 555
IBM WebSphere Commerce 527 528
X-Cart 617 509
OXID eSales 404 381
3DCart 317 313
ATG 248 276
Demandware 189 245
E-junkie 265 210
Intershop 240 170
Shopp 199 150
AbleCommerce 151 142
nopCommerce 129 130
ProStores 154 105
ShopSite 112 84
FoxyCart 94 70
Big Cartel 83 67
ekmPowershop 63 61
GSI Commerce 57 46
ShopFactory 59 42
CubeCart 45 34
RomanCart 43 33
TomatoCart 13 31
Drupal Commerce 15 28
BluCommerce 26 23
LemondStand 14 20