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

2020 SEO Checklist: What Your Webstore Needs to Compete

2020 SEO Checklist: What Your Webstore Needs to Compete

Each type of SEO — on-page, technical and external — effects how your webstore ranks on search engines. While many users understand the basics of on-page SEO, there is a aspect of SEO that often goes unnoticed unless you are a developer: technical SEO. Technical SEO encompasses site structure, crawling, indexing, alt attributes and more. We’ve already created a developer’s guide to help you understand some technical SEO basics, but now we are diving in even further. Keep scrolling to go through this technical search engine optimization checklist for your webstore.

Organize Your Site’s Structure

URLs are not the only elements that need a logical structure. So does your website’s structure as well. Your website’s structure is the organization of all the webpages on your webstore. Since your eCommerce store will have many product pages, you will want a flat structure where your site’s pages are only a few links away from each other. This structure allows your customers to have an easier time jumping between each page but also makes it easier for search engines to crawl 100% of your webstore. A messy structure creates orphan pages with no internal links pointing to them. Orphan pages make it hard to identify and fix indexing issues. Extensions like Ahrefs Site Audit and Visual Site Mapper will give you a birds-eye view of your site’s structure and how the pages link together.

Use a Consistent, Logical URL Structure

Once your site has an organized structure, it’s time to work on your URLs. URLs help users understand where they are on your webstore. While creating your URLs, you do not need to overanalyze their structure but you will want them to be consistent yet logical. And when we say consistent and logical, we mean backslashes or arrowheads that help users and Google understand where they are. 

For better understanding, let’s look at the Fawn Shoppe:

Fawnshoppe.com is the homepage, but after that, you start to see the URL titles branch off into other categories like > collections. From there, it continues with > baby-girl, > products and so on. These subcategories not only organize your site but also give search engines extra content to analyze. It also helps Google and users know that all these categories fall under the Fawn Shoppe. Another tip to remember is that shorter URLs rank higher than longer ones. Therefore, try to keep your URLs short and consistent.

Use Breadcrumb Navigation

Breadcrumb navigation is extremely SEO-friendly. It automatically adds internal links to categories and subpages to your website. Adding internal links to your categories and subpages helps solidify your site’s architecture, which makes it easy to scroll, search and land on new pages. A good thing to know about breadcrumb navigation is that Google turns URLs into breadcrumb-style navigation on the search engine results page. 

Here’s an example of breadcrumb-style navigation from Island Inn, a company InteractOne works with:

Spot Crawling and Indexing Issues

You want all major search engines to crawl and index your webstore. Crawling is the process where Google crawlers gather information across all the different webpages. Indexing takes the information and content found through crawling and places it into search engines. Once you have a new webstore up and running, you need to look for crawling and indexing issues. You can spot these problems by using extension tools like Screaming Frog, Coverage Reports on Google Search Console or Ahrefs Site Audit. Each one of these tools has its pros and cons, and it is up to your company to do the research and trial sessions. In many cases, companies choose to work with a knowledge marketing firm to look for and fix crawling and indexing issues. It is recommended by SEO specialists to work with professionals due to the level of knowledge needed to understand and implement it.

Use an XML Sitemap

Even though mobile-first indexing and accelerated mobile pages are essential sources to use to locate URLs, search engines like Google state that XML sitemaps are the second most important source in finding URLs. An XML sitemap creates a list of your website’s URLs, which acts as a roadmap to tell search engines what content is available and how to reach it. XML sitemaps help crawlers index webpages faster and more efficiently.

Check the Website for Dead Links

On your webstore, you want all your external and internal links to redirect customers to a working page. Dead links or broken links are links that do not lead to a working or live website page. As a whole, dead links will not make or break your SEO; however, they do make it harder for Googlebots to crawl your company’s pages. SEO specialists recommend websites doing a quarterly SEO audit check that includes searching and fixing broken links. Resolving these links will keep customers engaged and ready to keep scrolling through your website as long as they never reach a dead end.

Implement Hreflang for International Websites

What the heck is hreflang you may be asking? It’s definitely not a foreign treat or fancy car, but does involve helping international websites. Not every company needs to implement hreflang. Webstores that allow international users and purchases should consider having hreflang. It is not worth the investment for domestic brands who do not plan on expanding internationally. Hreflang permits search engines like Google to understand users’ locations to target the specific language they need to use on the site. This allows Google to automatically create different variations of your website for these global shoppers. Implementing hreflang is very difficult. There are many steps, requirements, codes and methods needed to get it started on your site. That’s why hreflang specialists recommend using tools like Aleyda Solis’s Hreflang Generator Tool to do the set-up, monitoring and adjustments. However, since hreflang is confusing and takes loads of work to implement, many specialists highly recommend working with a marketing firm that understands the ins and outs.

Improve the Page’s Loading Speed

An important SEO element that will keep popping up is your webpage’s loading speed. On average, customers leave pages if they take longer than 10 to 30 seconds to load. Shoppers want things fast, and if your site cannot provide fast user experiences, they will move onto the next store. In general, larger pages with high-resolution photos or videos take longer to load than shorter pages with high-resolution media. You can compress your images and videos to help improve the load speed, but you will end up with grainy, unclear photos. And as a webstore, you will want your product images as clear as possible. Instead, keep your high-quality images and videos and opt to a shorter webpage. Other ways to fix your webstore’s loading speed is by caching your site, test using and not using CDNs and eliminating 3rd party scripts. 

There are many more ways to improve your SEO as a whole. We’ve already created a guide to help you understand some of the search engine optimization basics to help improve sales. To dive deeper into what SEO tactics will work specifically for your company, contact InteractOne today.

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Generate More Traffic by Optimizing Your Web Images Cross-Platform

Generate More Traffic by Optimizing Your Web Images Cross-Platform

Whether you’re selling flashy sets of custom racing wheels or children’s clothing or frames, images are absolutely integral to your e-commerce store. They make your website design approachable, they lend reputability to your product listings, and they give all those online shoppers who are visual learners a way to browse your digital shelves without having to read every tedious description and spec.

Your web images can be very effective off-site tools as well. From improved SEO, to ranking at the top of Google Images, to building your brand and audience via social media – sprucing up your web images and sharing them around can help bring a whole lot of new shoppers to your web store.

In this guide you’ll learn how to optimize and share your product images to drive more traffic to your website.

 

Being Unique Goes a Long Way

Whenever possible, it’s always better to use a unique image instead of a stock one. Search engines will count it as unique, relevant content, which lends a hand to your on-site SEO. It will also make your product listings stand out from your competitors – customers will see your product pages as tailored, refined, and reputable rather than yet another auto-generated product directory from an anonymous third party. 

  • What If I Have a Huge Product Catalog or Drop-Shipping Program? If you have thousands of components listed for sale or a large drop-shipping program, taking unique photos of every product you have listed isn’t feasible. Still, you should take the time to snap quality, unique pictures of your top selling products (with multiple perspectives and vantage points whenever possible). Include those on the product pages along with quality product descriptions instead of copy-pasted manufacturer specs. This will make your pages really stand out from the competition.

 

  • What About eCommerce Stores that Sell Premium Aftermarket Parts and Upgrades?  On the other end of the spectrum, if you’re an automotive aftermarket store offering custom car parts and performance components, it’s practically imperative that you focus your product listings around unique imagery. Whether it’s racing wheels or performance exhaust systems, selling premium aftermarket components is all about getting the viewer to picture the product installed on their own car. To accomplish this, you need to showcase quality images of the components installed on each specific vehicle that the component is compatible with. If a user is shopping for a custom muffler kit to install on their 2010 Ford Mustang, they’ll be much more enticed into buying it if they’re greeted with a picture of the kit installed on a 2010 Ford Mustang when they click the page. A manufacturer’s image of the uninstalled muffler kit or a stock image of it installed on a Honda Civic will come across as impersonal and generic to the shopper.

Turn Your Product Pictures into Billboards on Google Images

All of the usual SEO rules apply when it comes to ranking your store’s product shots on Google Images. Obviously, due to ample competition, domain authority is going to be the biggest factor when it comes to ranking stock images that you host on your server.

For smaller stores, the way to outrank the big dogs is to post unique product photos that are of equal or better quality than their stock counterparts. Google will rank those unique images within the top results of copy-pasted stock images that larger stores use on their product pages – as discussed above, using unique content makes you stand out from the crowd, literally in this case.

To make sure your unique images are properly scraped and categorized on Google Images.(Check back next week for our  “Image Optimization 101” guide.) For now, you can start by surrounding the images with a quality product description, fact-checked specs, and organic keywords that focus on the vehicle make and model which Google users will be searching for.

Reach Some Niches on Social Media

You can turbocharge the outreach of your web images by sprinkling them across social media. Pinterest is a great platform for this because it easily lets you cross-post images straight from your site, copy-paste a relevant portion of your product description, tag some relevant keywords, then set your pictures loose into the wild. Google Images automatically scrapes Pinterest too, so the images you post there and on your web store should pop up side by side in user searches.

Instagram is another great repository for your web images. Stock photos won’t play very well there when it comes to audience reach – they’ll come across as spammy and generic. Instagram is a platform where your unique images can really shine though. Simply cross-post them, throw on a cool filter if you want, and tag them with a dozen or so relevant keywords, such as the name and type of the component, the make and model of vehicle, and colloquial hashtags used by demographics likely to shop at your web store.

Finding the niche tags that are followed by the demographics you want to target with your products takes a bit of research up front, but it’s a great way to get your brand in front of the right users and potentially build a reliable network of social media followers that you can easily market to.

Image SEO Is One Integral Piece of the Larger Puzzle

Optimizing your images for search engines and cross-posting them isn’t a magic bullet that will suddenly flood your site with millions of viewers – unless by chance you post an image that goes absolutely viral. Nevertheless, it’s an integral part of the overall SEO picture that will give your web store a better foothold on the climb up the ladder of SERPs.

In the end – as always – content is king. Publish great content, supplement it with quality images, make sure everything is search engine optimized along the way, and your e-commerce store will have a great foundation from which to build.

If you would like to discuss or explore these techniques or any other site optimization or digital marketing issues for your webstore, please drop us a line.

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Best Practices to Make Your Webstore Mobile-Friendly

Best Practices to Make Your Webstore Mobile-Friendly

The mobile age is here and more people are turning to their cell-phones for their shopping needs. Almost 230 million people purchase items online with that number only expected to increase each year. To meet customers’ needs and make their viewing experience easier, having a mobile app or mobile version of your eCommerce store will give customers a better, smoother overall experience and can help drive sales on your webstore. But while mobile native apps and PWAs can be costly, there are actions you can take today on your existing eCommerce store that will make it more mobile accessible to your customers and profitable for your business. Keep scrolling to learn the best practices to make your eCommerce store mobile-friendly.

Include Simple Navigation

If you want users to enjoy visiting your site on their mobile device, you need to have an easy to use and simple navigation. Navigation directs your customers to where they want to go or to find what they are looking for. Due to limited screen space on phones, your content must not look overcrowded on a mobile device. An overcrowded navigation can cause disconnect, confusion, frustration and lead to the user exiting the site. Navigation menus on both mobile devices and desktops have the option of having dropdown lists. Multiple dropdown menus may structurally fit on a desktop but will take up the majority of space on a phone. Avoid this issue by keeping your mobile navigation to a few dropdown lists and all in a single column or row. 

Fawn Shoppe has an excellent example of simple, clean and mobile-friendly navigation on their homepage and landing pages:

Limited-time sales and discount codes

Why do you think your inbox is constantly flooded with limited-time sales and discount codes? Because they work! These time-sensitive initiatives are a no-brainer for creating a sense of urgency in your customers, and almost seem to create a ticking clock in their minds. If someone is interested in your product or service and sees an end date or expiration date for a discount code, it’s a trigger that compels them to make up their mind on whether or not to purchase. A deadline is a powerful incentive to action. Help your customers make up their minds by giving them a time limit.

Create Easy Registration

For every store, easy registration is a must. It is where your brand gains customer information to send future emails, newsletters, messages and fulfill orders. Most people do not want to spend longer than a couple of minutes inputting their information just to browse a store. Plus, a small screen with a complicated registration may deter people from continuing to purchase. Instead, stick with the option of an easy registration at checkout that involves limiting your required fields to an email or phone number. You can ask for additional information like shipping or billing addresses and payment information later when the customer is at the end of their checkout process. Another option would be to allow users to register using their Facebook or Google account. Even on mobile, this is a simple 1-click option that will collect all the necessary data fields without requiring customers to enter the fields one by one.

Position CTAs Properly

Trying to click on specific buttons and tabs can be hard enough on a mobile device, so placing call-to-action (CTA) buttons incorrectly can make the user experience nearly impossible. In most cases, the user will leave the page and most likely never return if they can’t find the navigation and purchasing links they’re looking for. You can avoid this from happening by strategically and correctly placing your CTAs and making them easy to find. And it’s especially important to make sure to place key CTAs like Add to Cart and Checkout front and center.

Accept Guest Checkout

When people use their phones to make any purchases, they are expecting a fast checkout process. And in many instances, customers prefer to skip registering during checkout or altogether. Phones have made information fast and accessible, so the checkout process on a mobile device needs to be the same way. The best way to achieve a fast checkout on mobile (and desktop as well) is to accept guest checkout. This option allows your business to sell to a more diverse audience because it encourages one-time customers to purchase as well. While setting up your checkout page, make sure to include a CTA that states checkout as a registered user or guest checkout. This may limit some registration fields; however, it gives your brand a wider possibility of new customers.

Write Short & Catchy Content

With the limited physical viewing space on a mobile device, it is important to keep your content short and catchy. Lengthy product descriptions, long blog posts, or too many images cluttering product pages divert many mobile device customers. Make the shopping experience easier by using short, catchy, and essential content on product pages. To help keep your content short and memorable, we recommend working with a marketing firm that knows how to create concise yet impactful content, including photos, graphics, video or written copy.

Size Images Correctly

Mobile screens and computer screens are two very different layouts. An image that loads and fits for a desktop website could take up the entire screen on its mobile counterpart, take too long to load or create pixilated or low-quality images. To avoid these scenarios, you need to correctly size your mobile images or partner with a marketing firm that knows how to format images for desktops and mobile devices. Even though there are no set sizing requirements, it is best to keep mobile images as small as possible to balance image quality against mobile networks download speeds and file size against mobile data caps. Generally, images range from 240 x 320 to 2560 x 1440 in size.

Always Upsell

Just because there is a lack of space on a mobile device does not mean you can overlook the opportunity to upsell your products. Upselling on product pages and shopping carts introduce customers to new purchasing opportunities. Think of it as the impulse items that many brick-and-mortar stores use to entice customers at checkout. After the product information, show off more of your webstore’s inventory by including links to items that other customers who bought this also viewed this or people also viewed. Studies show that 61% of customers say they are more likely to buy when companies include upselling that matches their preference. Many stores recommend other products that complete an outfit or are similar. An apparel eCommerce store that partners with InteractOne, Kabaryare Fashion has a simple way of upselling similar content with an analogous style and price when customers view their products.

Conclusion

Shopping through mobile devices will become more popular as technology continues to advance. Have a step up from other competitors by following these best practices to make your eCommerce store optimize mobile shopping. Contact us today for more information on how InteractOne can help your webstore become mobile-friendly.

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