This week, we welcome a guest post from one of our Senior Project Marketing Managers, Peter Bergen. Peter works with clients to develop automated marketing programs and specializes in email and landing page optimization. He recently won Honorable Mention in the MarketingSherpa 2014 email awards for a cross-channel digital marketing program executed for a client in the gift and home furnishings trade show industry.
When analyzing your website’s performance, the question is simple – is my e-commerce website selling my products and driving revenue? Answering that question by boiling down the huge number of performance metrics you can track, analyze, and measure to identify success, is overwhelming to say the least.
Today, I’ve selected three (often undervalued) metrics that do more than simply indicate your website’s success (for example, the number of t-shirts you’ve sold), but instead, will help predict future growth over the long term (sticking with our same example, your expected six month growth rate of t-shirt sales).
Add these metrics to your digital reporting framework, and you’ll be able to better maximize the ROI of your e-commerce site. (Although I’ll be speaking in terms of e-commerce websites, these metrics help predict success on other kinds of websites too.)
Metric #1: Email List Growth Rate
Email marketing is one of the most effective channels for driving sales on your website. Measuring your email list growth is a huge predictor of your site’s success, because no matter how creative your email campaigns are, they cannot drive much revenue if your list is small and out of date.
Want to boost your email effectiveness? Tie your email and website together to expand your reach and create a more personalized customer experience. Don’t just hit send – maximize your email investment.
Get our FREE handy ‘Ideas to Integrate’ checklist, featuring our top five ideas for developing a cohesive online experience for your customers.
The 2014 Silverpop Amplify Conference was fantastic! Great information, networking opportunities, and fantastic speakers at every turn. We’re extending the ideas exchange by giving you access to all three of our Amplify presentations and our additional marketing pieces. Check them out below.
5 Ideas to Integrate Your Email and Online Experience
Want to boost your email effectiveness? Tie your email and website together to expand your reach and create a more personalized customer experience. Don’t just hit send – maximize your email investment. Plus, download our handy ‘Ideas to Integrate’ checklist, featuring top 5 ideas for developing a cohesive online experience for your customers.
Pulling It All Together: Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Learn how Nutricia is leveraging Silverpop, buyer personas, its website CMS and more to deliver an integrated, personalized customer experience. You’ll see how things look from the customer viewpoint and get a bird’s-eye view under the technology hood.
Getting the Relationship Started Right — How Are Leading-Edge Marketers Evolving Their Onboarding Programs?
How do you get a new, potential customer relationship off to the right start? Through a strong onboarding program, you have the chance to set the right tone and drive future purchase behavior. Learn how leading-edge marketers are evolving their onboarding programs.
Want more? Read our case studies and resources for detailed information on similar topics and more. We hope you enjoy the content and feel free to contact us with any thoughts or questions! We are already looking forward to next year’s Silverpop conference!
Exploring your website should be a stress-free, positive experience for customers. Your site’s navigation can hugely impact whether your visitors have a positive or negative experience on your website and with your brand. Lucky for you, you have control over your site navigation.
Today, we outline the Three C’s of successful website navigation (clear, concise, and consistent) to ensure your customers enjoy their experience and come back for more. Before we tackle the Three C’s, let’s review a few tactics that support a clear, concise, and consistent site navigation. Continue reading
Most businesses achieve continuous sales growth year after year by nurturing existing relationships with customers and acquiring new customers through engagement and outreach. A robust, accurate email list is the foundation of nurture/acquisition efforts in the digital space.
But developing, maintaining, and especially, growing an email list is not easy. Popular ways to grow your email lists online include contact us opt-in forms (often on a contact us page), newsletter opt-in forms (frequently in the header or footer of the homepage or multiple pages), or opt-in forms trading value (in the form of a discount, white paper, demo, etc.) for the site visitor’s contact information. Today’s blog post features an email acquisition strategy that you’ve likely experienced as a consumer: the popover.
Aren’t popover’s muffins?
No, not that popover! A popover (sometimes called a pop-up window, a lightbox, or an overlay) is an advertisement or webform that appears on a web page, often times requesting an email address or other information, in exchange for an incentive. Popovers appear on top of website content, not in a new window.
Popovers are popping up more frequently. According to the 2013 Email Market Study from Experian Marketing Services, the number of marketers using pop-up windows on their website to collect email addresses increased 107%, more than doubling from last year.”
Our partner Silverpop backs up this claim, “we have seen 200-400% lifts in web form submittals via popovers.” When implemented with the user’s experience in mind, popovers are an effective way to capture email addresses and supplement your other email acquisition strategies.
Web design trends come and go and there is no “correct look” online – the never-ending possibilities are half the fun! Design best practices will be debated indefinitely, but at the end of the day, the best designed website is one that site visitors can easily navigate to reach their objective, whether they are buying a product or looking for information. Today, we take a look at single page web design, because sometimes, one page is all you need. Decide for yourself whether this design trend is a yay! Or a nay.
What is single page web design?
Single page web design is an easy concept to grasp – all content and navigation on a single page – albeit more complicated to execute. Because you are space limited (you cannot spread content across multiple pages), you must be meticulous in content selection and very strategic as you lay out site content and navigation. For this reason, many single page websites are very visually appealing, allowing the user to take cues from the graphics instead of site navigation or text. Your site must tell your story and deliver a seamless user experience with as minimal content as possible.
Dangersoffracking.com, a site that explains the process of hydraulic fracturing or “fracking,” to support filmmaker Josh Fox’s film on the same subject, Gasland. This single page site uses a combination of parallax scrolling and simple graphics to tell a detailed, informative story of the dangers of fracking.
Graphics enhance appeal and provide context without being text heavy. When designing a single page site, split content into separate columns, use different headings, and play with font sizes and color blocks to segment sections vertically or horizontally on the page. Make each piece of content count!
Although spring cleaning may be many chilly months away, we think the new year is the perfect opportunity to take an objective look at your customer engagement efforts and pinpoint areas for improvement. Like a New Year’s diet, it is less daunting to make small, incremental changes, than to overhaul your whole marketing strategy in one giant swoop. What better place to start than with your website, the virtual face of your company? Although the recommendations in today’s blog post are not ground breaking or revolutionary, they are proven, time-tested tweaks to improve your site’s performance.
The three-second rule
When your web developer drops a delectable treat on the floor, there is a three-second grace period to eat it anyway! Just kidding – that’s the other three-second rule. Today’s three-second rule speaks directly to your site’s effectiveness: can a site visitor tell what your company does, how you can help them, and how you do it better than the competition, in three seconds or less?
The three-second rule boils down to your value proposition. Is it clear? Is it consistent with your other messaging? Are you promising too much or too little? A value proposition that is brimming with the same vague, clichéd buzzwords as your industry competition will not be nearly as persuasive as a concise, front-loaded message that clearly states what your company does differently from everyone else.
What is flat design?
The flat web design trend applauds simplicity; utilizing the sharp lines, bright colors, and bold typography popularized by minimalistic design, and shying away from fancy flourishes, gradients, drop shadows, or other artistic effects. High color contrasts, white space, and large buttons common in flat web design create a friendly user interface.
Cut through the cluttered digital space
You’ll notice tech giants Microsoft, Google, and Apple seem to be leaning more and more towards flat design in their products. This was especially obvious when Apple previewed its iOS7 UI, replete with a much flatter design than the previous versions. Why flat design? The theory is that the design’s simplicity helps users focus on your content, value proposition, and products, without being distracted by flashy design. Users can quickly figure out what actions you want them to take on your site, improving their overall experience. Less is more! Cluttered and complex is SO yesterday.
Flat Design Makes Sense in a Mobile World
The flat design trend has become increasingly popular with the surge in mobile user growth. The streamlined design technique makes it perfect for the clunky fingers of mobile users. If you are building your site using responsive design techniques, than you are in luck! Flat design often mirrors the same responsive best practices: large text for easy reading, large buttons for easy clicking, and minimalistic navigation. Both techniques design for the end user, instead of trying to impress users with unnecessary embellishments that will weigh down pages and increase load time.
In December 2012, Pete Cashmore, founder of online news site Mashable, declared 2013 the Year of Responsive Design. What did he mean? In short, mobile was taking over.
Fast forward a year, and according to a Pew Research Center study, nearly one in five smartphone owners do most of their online browsing on their phone. Are you providing a positive user experience on every device? As Cashmore predicted, your customers expect to browse the web on their phones and tablets just as easily as they do on a desktop computer. The question is, how can you deliver a seamless user experience from any device?
Mobile options: responsive vs. mobile-only
Mobile-friendly websites are designed predominantly in two ways: completely separate from your primary website (a mobile-only site) or built by incorporating responsive design principles into your primary site’s design (responsive design). Continue reading.
Does your website lead generation process feel like throwing noodles at a wall, hoping they’ll stick? Do you struggle to improve lead volume and quality? Today’s blog post outlines five strategies to increase quality lead capture on your website. Remember, small tweaks equal huge gains!
Create great content
Great website content nurtures lead relationships by persuading shoppers to click through your site pages, e-mails, or web forms. These incremental opt-ins provide better information about your lead, while helping them build a relationship with your brand, increase their comfort level, and make purchases. New content can be in the form of deals and discounts, customer testimonials, How To articles, case studies – the sky’s the limit!
How do you know if your content is great? Review your data to see which pages people are clicking on or bouncing from. The analytics information will suggest opportunities to update current content to be more compelling (pages with a high bounce rate) or add additional content (on popular pages) to persuade site visitors to stay. Digging through the data is a great way to get an unbiased opinion on which direction your content should take.