Category: Website Design

Is Your Web Site Optimized for Tablet Users?

Have you recently marveled at the design of a site or app on your tablet and wondered, “what should I be doing for my business’s tablet audience?”If so, you certainly aren’t alone. Tablet ownership skyrocketed from 10% of US adults to 19% over the most recent holiday season (Pew Internet). The relatively recent and explosive growth of tablet usage has left businesses with not only one, but many screen sizes to contend with on the web development front.Should you create a tablet version of your site? Is it OK to just send tablet users to your desktop site? With these questions in mind, here are four considerations to take to your next web strategy meeting:1. Whatever you do, you can’t ignore tablet users.The tablet market is sizable and growing fast, as mentioned above. On top of that, tablet users in 2011 spent on average about 20% more per purchase than desktop or laptop users (Adobe). Round that out with the fact that tablet owners skew younger and are more affluent (comScore), and you have a group that marketers can’t afford to dismiss.2. You probably don’t have to create a tablet-specific site or app.There are few businesses for which a tablet app is a top priority, and while companies like Time Inc. (People.com), Staples and Yahoo! have created fantastic dedicated tablet versions of their sites, this may not be a viable (or affordable) option for every business. It’s a debatable point, but the sensible approach for many businesses is probably to ensure that the desktop version of your site is tablet-friendly.3. Understand how the tablet experience is different.
  • Navigation – Since tablet users are navigating with their fingers, bigger buttons and easy, intuitive navigation are very important. If your site is even remotely cumbersome on desktop, it will be a royal pain on a tablet.
  • Plugins – To the extent possible, steer clear of plugins like Flash or Java, which are not supported across many tablets. Better yet, utilize HTML5 to deliver video and audio, as well as a streamlined and visually compelling user experience.
  • Multiple Orientations – Tablet users have the option of browsing in portrait or landscape view, so you want to make sure that any essential content is visible in either orientation. Taking it a step further, design your site layout to respond based on the orientation.
4. Utilize responsive web design.Wouldn’t it be great if web sites just adjusted content appropriately for any type of device? Well, responsive web design (RWD) is an approach that achieves just that, suggesting that design and development should respond to a user’s screen size, platform and orientation. It’s a hot topic in development circles, and BostonGlobe.com is a superb example of RWD in action.For any business with a web presence, tablet users are simply too valuable not to be a top priority. Schedule a meeting with your digital team today to discuss how you can optimize your desktop site for this rapidly growing market segment.About the Author: Cory Gaddis is a regular contributor to the 60 Second Marketer and helps Mobilize Worldwide create mobile marketing campaigns for a wide variety of clients.

10 Ways to Increase Customer Engagement on Your Website

Imagine this. The potential customer has found your website. They’re looking, they’re focusing, they’re reaching for their mouse ... but where will they click?Of course, we want them to click on a link within the site and not bounce away from the site. After that, we want to see them click our call-to-action.What are some ways you can improve the chances that a customer will stay on our website?1. Improve readability. Add white space, or change fonts (see 7 Secrets for Choosing the Right Font for Your Webpage). Get rid of clutter. Readers are more likely to stay on a site where it’s easier to see the information.2. Write great headlines. Attracting readers is a big part of the game. But don’t write outrageous headlines that don’t match the content. Readers will learn to distrust your site and will go away.3. Include customer testimonials. These compel the reader to trust your claims, increasing the chance they’ll look around on your site.4. Have videos on the site. A picture’s worth a thousand lines of HTML, as they say.5. Have a blog where employees contribute. Prospects are more likely to trust the people behind the company versus the “company.” Adding the opinion of real people, even customers, can be of more interest to the readers.6. Make your call to action obvious on your landing page. Be sure to include the solutions that you are providing also. The place to click needs to be obvious.7. Put most important information above the fold. Users need to see the crux of your message without having to scroll.8. Make it easy to find information. You’ve been on those sites where it’s just difficult to find what you’re looking for.  If it’s easier for the reader to go back to the original search and try another company, they will.9. Provide access to tools your customers need. Assessment tools, links to useful sites, or calculation tools will keep users coming back, even if they aren’t buying today.10. Have a prominent Search Box. Users need to have an easy way to find just what they are looking for.Look at your site from a consumer’s point of view. What would drive you away? Try some of these tips and watch your bounce rate decrease.Get Posts Like These Delivered to Your In Box Each Morning: If you like what you read today, you can have these blog posts delivered to your in box each morning by clicking marketing blog. Or, you can sign up for our free weekly e-newsletter by clicking marketing newsletter.

Don’t Optimize Your Web Pages, Optimize Your Customer’s Thought Sequences Instead.

I'm at the Marketing Sherpa and Marketing Experiments Optimization Summit sponsored by HubSpot. The morning keynote was delivered by Dr. Flint McGlaughlin who is the CEO of MECLABS, an internet optimization laboratory.Dr. McGlaughlin said many interesting things this morning, but the key thing he said that was particularly insightful was this:

Don't Optimize Your Web Pages. Optimize Your Customer's Thought Sequences.

This is such an important concept I'm going to say it again: Don't optimize your web pages, optimize your customer's thought sequences. (Side note: I'm actually going to have this tattooed on my cat's forehead. I like my cat, but I'm not afraid of using him to further my career.)

If you're like many people trying to get the most from your marketing, you're analyzing ways you can improve your website's performance. You might be trying to improve conversion rates, reduce your bounce rate or increase visitor's time on site.

All of those are terrific goals and should always be clearly-stated -- but the starting point for any marketing communications program (i.e., website, brochure, print ad, direct mail letter, etc.) is to get inside the mind of your customer.

When you get inside the mind of your customer (or, when you think backwards, as my friend Jerry Brown likes to say), you can start analyzing how your customers engage with your products and services. And when you do that, you'll find that revenue growth will soon follow.

How to get inside the mind of your customer: Let's say you're an ad agency or web design firm and you're presenting to a new client prospect.

If you're like most ad agencies, you'll kick things off by telling the client prospect three things:

  1. What your billings are
  2. How long you've been in business
  3. Who your key staff members are
If you did that -- and you know who you are -- you've made a classic mistake. The truth is, most clients don't give a damn about any of those things. After all, can you imagine a marketing director telling their CEO, "We hired XYZ agency. They have 147 employees! Can you believe how lucky we are? 147!"Ain't gonna happen.But if you get inside the mind of your client prospect, you might take an entirely different approach. In fact, if you analyzed your client prospect's thought sequences, you'd start the meeting by mentioning these three things:
  1. Who your clients are (the bigger, the better)
  2. What you do (i.e., SEO, social, mobile, paid search, etc.)
  3. What your results have been (e.g., 10:1 ROI for XYZ client)
In the end, those are the only three things you need to tell a client prospect in an introductory meeting. Telling them who your clients are validates that you're a successful agency; telling them what you do confirms that you can deliver what they're looking for; and telling them your results lets them know that you can generate revenue for them.Optimizing Your Customer's Thought Sequences: The example I gave above is slightly different from what Dr. McGlaughlin was talking about during his speech, but it illustrates a key issue -- the starting point for any successful marketing campaign is to get inside your prospect's mind and analyze their behavior.By doing so, you'll be on your way to greater market share, better ROI and, best of all, more revenue.If you like what you read today, you can have these blog posts delivered to your in box each morning by clicking here. Or, you can sign up for our free weekly e-newsletter by clicking here. Posted by Jamie Turner, Chief Content Officer of the 60 Second Marketer. Jamie is also the co-author of How to Make Money with Social Media.