The wave of digitalization has led the mobile to capture nearly all areas of our life. From entertainment to shopping, name the sector and there’s an app for it. Not only has it made life easy but speedy as well!
Business and technology sectors have gone under a digital transformation and have emerged revolutionised. With all sectors adopting smartphones and mobile devices, there are some mind boggling numbers across the industry for mobile users. In other words, no longer is the use of mobile phones restricted to periphery inquisitiveness. On the contrary, in a variety of sectors, it has become the need of the hour.
Not only businesses, but the education sector is both growing and evolving with the advent of technology.
Technology is not only changing the methodology of teaching but also the way kids are learning these days.
A quick look at present-day
The usage pattern of mobile devices among kids and teenagers in conjunction with the ever-evolving requirement of students has brought about a change.
At present, most institutions, learning centres, tutorial centres and individual educators make use of and greatly depend on mobile apps. From kids who study at the primary level to those in pursuance of secondary or higher education, apps have become an indispensable requisite to all.
With the introduction of mobile apps, the entire learning process has been transformed and is now more interactive and intuitive. This has made the whole learning experience into a fun filled affair.
What has made mobile apps spread like wildfire and gain such tremendous popularity? Read below to know.
- Widely used – Mobile phones are used widely among students. From being a status symbol, phones have now metamorphosed into a vital access point for engagement, service and learning. Today students depend on their phones for a variety of reasons – text message, calls, social media, E-mail, etc. In this world which is ‘always-connected’ using this channel for school communication is imperative.
- Customization – Every educational institution has its own set of teaching modules, a method of training, goals, etc. and apps offer the option to make them customizable. This makes it far easier to incorporate features which match the institution’s definitive requirements. If these apps are focused on learning as well as including additional features which enable students to navigate the campus system or communicate with staff, it’s an added bonus!
- Distributing study material – The distribution of study material will be far easier when distribution occurs through the app. This will ensure that all students, even those who missed class will get the required study material in order to be prepared for exams or the next class.
- Assessment of projects and assignments – With mobile apps, gone are the days where you need to submit work when you are present at the educational institution. In simple words, mobile apps allow students to submit their work through the app and teachers can correct it through the app – on the go!
- Instant update – Outbound communication about matters pertaining to campus events, payments, alerts and also other time-sensitive information can be conveyed through the app. Even information such as re-scheduling of time tables, campus maps, staff directories etc. can be available at student’s fingertips.
- 24/7 availability – Not only can they access the mobile app at any given time but also from anywhere in the world. Now learning is always on the go and at any given time.
- Interactive – Mobile apps are interactive. They get the child to unleash the creative side while simultaneously imparting knowledge. Activities like word-building, spot the difference and puzzles help in the above-mentioned.
- Utilisation of free-time – No parent likes to see their child while away time. Instead of whiling away time, letting the child use mobile apps will help in learning as well as having fun; hence, effective utilisation of time.
- Customised learning – No two people have similar habits. Similarly, learning too is different for everyone. Through mobile apps, learning can be customised to suit your need and requirement. You can learn at your pace and time and in the method which you feel comfortable with.
- High engagement – Due to the interactive nature and attractive design, the approach and the way students look at learning has changed. Students are highly engaged and constantly learning.
The education system is breaking out of the traditional ways of dispensing information and is bringing about a radical change in the way teachers are teaching and students are learning. In this day and age of technology, mobile apps are emerging as a critical part of the education system for students to learn effectively.
Before getting any further, let’s just say that not every job requires a hammer – it’s difficult to determine whether PPC is better than SEO or vice versa. Each technique has its uniqueness in the online marketing sector. More often than not, in order to drive traffic to the website, these two channels work in a holistic manner. Like investments, a company shouldn’t put all their eggs in a single basket.
The idea is to have a comprehensive and thoughtful approach which is far more fitting than having a laser beam focus on a single channel.
If you are one who is in the position of having to choose between PPC and SEO, this is the reality right here.
Let’s get down to the basics – what is SEO?
SEO (search engine optimisation) is a method wherein you can increase the number of visitors to a particular website by making certain that the site appears high on the results list which is displayed by a search engine. This is often termed as organic results because it is natural and unpaid for.
What are the pros of SEO?
- The constant flow of free and targeted traffic – Free in terms of not paying directly for traffic and generation of traffic and targeted traffic because of the set keywords you have which your target audience will search for.
Did you know – More than 2.2 trillion searches are handled by Google. That is approximately 5,922,000,000 searches made on a daily basis. Why not take the chance and dive into this source!
- Visibility across multiple search engines – SEO content of high quality will provide visibility across multiple search engines like Yahoo, Google, Bing etc. – definitely rewarding!
- Credibility and exposure – Not only do unpaid search results provide exposure but are often regarded by individuals as being more credible due to the fact that it is not paid for.
- ROI potential – More than paid ads, unpaid search results draw more clicks. More visibility attracts more clicks and in turn, more conversions which lead to revenue generation and ultimately ROI.
- Constant – Activities like on-page optimisation etc. remain on your website until and unless you change them.
What are the cons of SEO?
- At risk to updates – A search engines update in an algorithm or the release of a new algorithm can disrupt search results which will drop rankings. This can affect months of effort, money and work put in, to go down the drain.
- Competition – There are companies which have umpteen resources and deep pockets – here, you will be fighting an uphill battle. An SEO agency is not hired with the aim of securing the 20th Everyone is focussing on securing that coveted 1st position.
- Results are not instant – Yes, results from SEO can take several weeks to months to produce results but when done properly the results will be high-quality traffic and solid ROI.
- No Control – You will not have control on the number people visiting your site, etc. Only Google knows and has full control. This is somewhat the opposite of PPC.
What is PPC?
PPC (pay-per-click) marketing is a model wherein a company places an advertisement on a host website and every time the ad is clicked on, the company pays a sum of money to the host website. This form of marketing is termed as paid search marketing.
What are the pros of PPC?
- Complete control – You have complete control over the keywords, ad copy, the website which the user will go to when they click on the advert etc.
- Instant traffic – Almost immediately after setting up the campaign, your ad can be on the top of the search results.
- Brand domination – You can occupy more space in the search results by using and showing up in both unpaid and paid advertising.
- No Updates – You don’t need to worry about updates as paid search ads are not affected by updates.
- Targeting options – Ideal customers can be targeted by selecting the gender, age, location etc. Ideal customers equal targeted results.
- Short-term conversions are possible
- The traffic PPC brings can be endless
What are the cons of PPC?
- Expertise – In order for PPC to run effectively, you need to have knowledge and expertise in the field. Hence, experts or agencies are often hired.
- Expensive – If not set up and run properly, PPC can be expensive and there will be little or nothing to show for it. PPC is constrained by the campaign budget, date, etc.
- Constant optimising – You cannot set up the campaign and let it run on its own. You need to constantly optimise the campaign in order for it to perform well.
- No long term value – Although you have instant traffic and your ad will show up on the first page almost instantly, as soon as your budget is over, your ad will be removed.
In drawing a conclusion of what is better for you
In summation, both PPC and SEO are different and have dissimilar customer acquisition channels.
A well-executed SEO campaign acts as a long-term, relatively low-cost (technically free – depends on overhead too though) traffic source. Although it is low-cost, SEO is time consuming and slower than PPC.
PPC is great for short-term, immediate traffic growth but constant influx of money is required to keep it running.
In order for you to decide which works better for you and to make a more informed decision about your digital marketing campaign, you will need to weigh the pros and cons of both.
Utilizing both tactics is wise as they both can significantly lift traffic and bring about awareness, if used in tandem. PPC can be used to get the ball rolling and SEO can be used for the long haul.
Meta descriptions are influencers. The decision of whether you want to click on the link to go to the page or not is influenced by meta descriptions. If the description is relevant, attractive and descriptive then the chances of a higher click-throughs are more likely. Since they affect the click through rate (CTR), it’s vital to use this element astutely.
How to write a great meta description
Meta description checklist
• Keywords – Include important keywords in the meta description. The searcher’s query will be highlighted by the search engine when found in the meta description.
• Write content which is readable and legible – There is no use stuffing the meta descriptions with keywords. This will only put searchers off. There should be normal sentences which make sense and are not spamming in nature.
• The description can be an advert of sorts – To begin with, the snippet needs to match the content on the page and at the same time should be appealing and catchy, like an advert, which makes people want to click through.
• Length – The ideal word length for a meta description is 135-160 characters. If longer, the ends will be automatically chopped off by search engines. Hence, keep relevant information and keywords toward the beginning.
• Don’t duplicate meta descriptions – Like title tags, every page must have different meta descriptions. You will be penalised by Google and other search engines if you duplicate the descriptions in mass.
Follow the below points to write a good meta description:
• Length – To begin with, a description should be around 135-160 characters. There is no hard and fast rule, but the ideal length is about 135 characters. If it is too long then not only will Google shorten it but it won’t get across to the audience. If it is too short, then you may not be able to convey the point in an appropriate manner. Hence, the right length is required.
• Using appropriate keywords – Although keywords don’t play an important role in search engines, they play a vital role for users. When the user searches for something, they want the best results to be displayed that are relevant to the query. Here is where the role of keywords comes into play. Keywords need to be used fittingly on the web page in order for the target audience to locate your site with ease.
Remember: If you use keywords that aren’t on your website in the description then Google won’t pick up your page.
• The description should be persuasive – The description should be written in a manner such that it influences the reader and convinces them to click on the link that leads to the article. In essence, they should be written to evoke a response from the reader. Not only does it need to be persuasive but also specific.
Remember: If the content appears generic, not only will it reduce clicks but it will appear unimportant to a user.
• Call-to-action – Along with being persuasive, including invitations such as ‘try it for free’, ‘learn more’, ‘buy now’, etc. will emphasise the description all the more. Through the description, you are achieving a sales text wherein the product is the description and not the page.
• Include the focus keyword – If a user’s search query content matches that of the meta description then not only will the words get highlighted but Google and other search engines will make the link more related and move it up.
• The description should match the content on the site – If Google and other search engines find that the content on your website and the description do not match then you will be penalised. Apart from being penalised, bounce rate will increase. To avoid any such undesirable circumstances, it is best to keep the content similar and matching.
* Remember: If you put content which is not relevant then Google won’t pick up your page.
• Unique meta description – It’s very important to keep the descriptions different and unique. Each page should have a different meta tag which enables people to reach your website swiftly.
* Remember: If you submit same descriptions for more than one page then Google will consider it as content which is duplicated and instead will use content which is automatically pulled out from the website as according to the search query.
• Attractive description – If the description is not appealing, attractive or catchy, it is likely that the user will skip your link and move on to the next one. Hence, it is imperative to have descriptions which answer questions and are catchy which will make the user click on the link.
• Do not stuff keywords – Keywords are important, no doubt, but don’t overdo it. There needs to be some informative content on the page apart from the keywords. Stuffing keywords is more or less like deceiving the users. Yes, they help make your website more traceable but you need to offer more to users as well.
* Remember: If you stuff keywords then Google won’t pick up your page.
• Use descriptions as a way of marketing – By providing significant information such as price, specifications, dates, etc. you can grab the attention of the user in a jiffy. If the information is appealing then the user will definitely click on the link. This is a great way to market your products and services also a way of showcasing why users should visit your website.
Pro tip: Adding quotation marks is a big no no. Google cuts off anything in quotation marks. If you truly need to use them, it’s better to use the single one over the double.
A unique world of meta descriptions
It is a unique world out there and how it works is also quite fascinating. Sure, it’s easy to get lost but if you follow the above-mentioned steps, you’ll surely learn to work your way around meta descriptions.
- Published in PPC (Pay Per Click)
How to Choose a Colour Scheme For Your Website
“Life is about using the whole box of crayons” – RuPaul
Colour and branding
It is very important to establish a rock-solid brand identity, which is the building block for trust, creating lasting brand advocates and making customers feel at ease.
What speaks for the brand? It’s logo.
Hence, the colour scheme selected is endlessly intertwined with its brand identity. It also has a strong correlation with brand value.
As per research, ‘colours boost brand recognition by 80%.’ It’s only fair to say that colours do play a vital role.
Website Colour Scheme
Similar to the logo, a website too needs a colour scheme, it is equally crucial. You cannot choose a colour scheme randomly or pick colours which look pleasing to you. No doubt, you want wondrous aesthetics which make the website pop but, the colour scheme is crucial and tricky and a lot of thought needs to go into it.
Why is colour so important?
Colour is an element which connects to viewers on an emotional level. Different moods are set by the colours you pick on your website. The colours you choose have to reflect the message that you want to convey about an upcoming product or event etc.
An environment or product is subconsciously judged by people within 90 seconds of initially viewing it. Almost 60-90% of that judgement is based on colour alone. Choosing the right colour scheme will naturally drive you toward your demographic; you’ve already won half the battle there!
Hence, it’s important for the colour scheme of your website to be planned, intended and optimised for conversion.
Here are few quintessential points for picking the perfect website colour
- Choose a dominant colour – Like the red for Coca-Cola, choose a dominant colour as your brand colour. This colour will stir emotions when viewers arrive on your website and it will be the colour they think of when they think of your brand.
To choose this colour, certain other factors need to be considered:
- Overall demographic: Who is your target demographic? Who are you trying to sell to? What are the emotions that you are aiming to arouse? Take into account the personality of the target audience as well. Example: an organic food company would go for green to associate itself with health and nature.
- Gender: Certain companies cater to a particular gender. For those companies, the likes, dislikes, favourite colours etc. need to be studied and implemented.
- Age: An individual’s preference of colour can vary with age hence; make sure you know the target audience’s age group.
- Eliminate competitors colours: Try to eliminate the colour of your competitors from your colour scheme
- Understand how colour affects emotion – Get familiar with how human’s emotions are affected by colour.
The impact that colour has can vary with geographical location. Example: A colour which attracts shoppers in India will not do the same for American shoppers.
Take a look at the picture below and see how brands have used colours to stir emotion.
Note: If you are working with a well-known or an established brand then simply use the colour from their brand identity.
- Choose your accent colours – A single colour throughout your website can get boring and monotonous. To add a bit of zing (but also keeping it professional), accent colours are required. Once you get the dominant colour it’s just pure mixing and matching of colours. There are some colour matching tools which can help you get through this process.
How to use accent colours
Accent colours are useful in making secondary information stand out. They are meant to highlight parts of your website which are attention-worthy like subtitles, quotes or buttons. Content pieces or items which may not be the focal points on the page but still need to stand out can be coloured with accent colours. Limiting accent colours to 1-2 is ideal as too many colours will create multiple focal points which can confuse visitors.
- How many colours to use? – Albeit no hard and fast rule is in place, the more the colours you use, the more arduous it becomes to establish a unified design. A handy tip you can keep in mind and put to use is the 60-30-10 rule. This rule states that in order to create perfect harmony, three colours should be used in varying degrees (60%, 30% and 10%). Here is the breakdown:
- 60% of primary colour for an overall unifying theme of design
- 30% contrast secondary colour – a colour that contrasts with the 60% for a striking effect
- 10% accent colour which completes the 60% and 30% colours
Boiling it down, the ideal number to use is three colours. Again, there is no hard and fast rule but it’s a good number to aim for. Four to five colours works, but more than that will only form inconsistency.
NOTE: Use three colours consistently through the website. In order to create a pleasant experience for visitors, chromatic harmony is a significant criterion.
Pro Tip: In a scenario where you want to use more than five or six colours, instead of going with bold colours, use tints and shades. Not only will this unify the design but the need for another colour will be eliminated.
- A background colour for your website – Choosing a background colour for your website is very similar to that of choosing a wall colour for your house. Just like how a wall colour is chosen to make you feel comfortable, soothe you and not overwhelm you but at the same time it’s not boring. Likewise visitors who come to the site need to feel comfortable and absorb content without being overwhelmed. At the same time, making the website too nonchalant that visitors gaze over all the important content is not a good idea.
How to choose the right background colour?
It’s like choosing a colour for a retail store and your vacation home. The colours depend on what you are offering. A retail store would have bolder colours as opposed to a vacation home which is meant to make you feel relaxed. In simple terms, the colour of the website entirely depends on the purpose of the website.
- Create a contrast between the page background and text – The ideal combination for readability is black text on a white background apart from this, there are other stunning combinations as well. Again, this also depends on what you plan to showcase. For a product, which is the centre of attention, less saturated colours are recommended.
In colouring the whole thing up
Yes, choosing a colour for you website can be quite challenging and scary.
As already established, colour not only improves your website but also enhances your brand identity. Like say when you think of Coca-Cola, what is the first thing that pops up in your mind? Except the extreme quench of thirst and the craving for an ice cold soda, it’s the iconic red coloured Coke logo. The colour is as much as a part of Coke as is the soda. It’s quite impossible to think of Coke without imagining the colour red.
Coke chose to use red intentionally. One of the reasons being that it stands out from competitors and also because it stirs the right emotions of excitement, boldness, passion etc.
In a like manner, when you choose the appropriate colour for your site, you are doing more than making it look appealing – you are in the path to creating a brand that is going to be memorable.
Yes, colour does work like magic and now that you know how it works, put it to use! See the magic unfold!
- Published in WebSite Development
Building a website for your business is the first and foremost thing you do when you are starting out and promote your business. However, there are a few essential elements you need to absolutely consider in your website design to build your brand image, trust with clients thereby driving sales. Communicating with your readers is more important than web design! Web design is no doubt very important but the truth is that web design isn’t the thing which runs the business. Here is a checklist of all the important things that should exist on your Professional website.
A clear description:
If your reader has to investigate on your website to figure out what you do, then your home page is all wrong. Clearly mention your business name, the products and services you offer right on your home page. A simple description usually encourages the visitor to stay longer on your home page and browse through.
A simple and sensible domain name:
Your domain name is your brand. Your domain name increases the chance of your SEO visibility; therefore it’s highly important that the name should contain your company name, or your business. The domain name should be easy to remember and should not have complex spellings for the user to type into browser or email. It is also suggested to avoid dashes in the domain name, as it lowers your SEO ranks. Also, do not include numbers as it will confuse users.
An Opt-in Offer:
A lot of businesses forget that website is their biggest marketing tool. Do not neglect that aspect of your website. Make your website your storefront. If you can’t attract your visitors on the first visit, it is likely that they browse away and forget your website in the flood of other websites that offer similar services. To avoid this, offer your new visitors something of value in exchange or a free product that you create for them! People nowadays are wary of handing over their email address to unknown websites. By offering something cool in return, they might want to subscribe. With your weekly newspapers or other interesting news and updates, they might even buy your product/service.
About us page:
People want to know what value you offer to them by getting into business with you. It is extremely true in the cases of B2B Service providing companies. They want to know why you are in business, whether you are the right fit to start business with? What is your Vision? What do you want to accomplish in industry? Whether you will be able to solve their problem? About us page is your sales pitch to tell your potential clients your story and impact them to make a deal with you. Hence, it’s a key priority while designing your website to build a crisp and clear ‘About us’ Section which impresses the visitor to get in touch with you.
I cannot emphasize enough on how very very VERY important a blog is to your business website. When done right, your blog works as a salesperson for your business. The best thing about blogs is you can reuse your blog posts to offer value to new readers. Each blog post should address one specific issue relevant to your industry and provide a solution to it. Don’t make your blog too vague or complex, instead make it easy to read and share interesting content in simple words. It would be helpful to make a content calendar for your blogging ideas and schedule them. You can also check out our Easy Blogging tips for beginners to kick start your blog
Call to action buttons:
Be it your blog post, or your landing page, Putting the right call to action (CTA) button increases the conversions by 30%. Give the users what they came looking for. Be it to subscribe to your newsletter or sharing the post on social media or something more direct as taking a free trial, make sure the call to action button directs the user to do exactly what you want them to. Know how CTA buttons boost your website in this article
Contact us page
Lastly, the most important thing is to let users know how they can get in touch with you. They don’t have the patience to click through every page to get to your contact details; it is highly suggested to put your ‘contact us’ link right on your homepage. You wouldn’t want to lose a customer to a competitor just because you made it difficult for them to get in touch with you. Include different ways to contact you including a standard form, email address, phone number, social media profiles and the physical location of your company on google maps. The point is to make it very easy for users to communicate with you on their terms
Once you check off everything that is there on this list, your website is business ready. Want to know more? Talk to our experts on website design and get the best quote for a professional looking website for your company.
- Published in WebSite Development
Every business wants to drive traffic to their website, increase leads and conversions in order to achieve success. But, your content marketing, PPC and social media efforts to drive traffic to your website is only half the battle. You need a website which is designed with a landing page that is clutter-free and in shipshape.
By designing a website which is both effective and persuasive, not only unveils your products and services in a presentable fashion but also works wonders for your business.
As a business, you need high converting websites which draw in additional visitors and ultimately lead to potential profit. Your website design should seize leads and encourage them to take action.
Every detail on your website should serve a purpose and not act as filler. From colours to fonts to size to call-to-action button to content etc. should all have a purpose behind it. Try it and test it till you get the desired results.
The fact of the matter is getting it right the first time is a challenge. It takes time; you need to launch, test, optimise and only then can you improve the conversion rate.
To surmount such hindrances, here is a list to assist you in optimising your landing page for enhanced conversions:
- Attention grabbing headlines and sub-headlines – With a few seconds on your hand to grab the visitor’s attention, it’s imperative to have a headline which is bold, attractive, straightforward and simple. The headline should give the visitor an overview of the offers and why they should crawl through the other pages. This is your unparalleled shot at persuading the user to stick around.
- Crafting compelling content – What you offer on the outset is what determines if the visitor is willing to deep dive into the remaining pages. For increased conversions, you need to have a clear flow of information which is convincing, genuine and to the point.
Along with content, using images is a great way to retain visitors. Images stir the necessary emotions within the person which lead them to make an action. The images and content not only need to be in sync with each other but in sync throughout the website as well.
Quick tip: Even if your page is pretty, the content needs to be convincing in order to get a conversion. Use good content paired with the right image for flourishing conversions.
- Visually engaging design – In order to attract conversions, the landing page needs to look great. In this day and age, a sloppy landing page will not cut it and will also weaken trust. It’s best to avoid readily available templates. You need to stand out and be different. Investing in good design is a great idea! Adding a video or two along with images and content will increase visitor engagement.
- Call to action – A compelling CTA (call to action) beckons attention as well as stimulates the visitor to complete the action, be it calling, filling a form or purchasing. The CTA needs to be highly effective – it needs to have the right colour which makes it stand out from the background, the size should be appropriate – not too small or too big and should have the right message which emphasises the importance of the button.
- Highlight the value proposition – As a customer, they should know the unique features that your company offers. It should be something exceptional that they get by choosing your service. You can also create offers which will induce a sense of urgency within the visitor which makes them take action.
- Loading time – Your landing page can be crafted with precision and containing the right content and images but it all will not matter if the loading time is too much. It’s just mandatory for your page to load within a fraction of a second.
Quick tip: The speed at which your page loads can be a deal breaker, ensure it loads in a few seconds else bid adieu to the visitor.
- Gain credibility – When it comes to online buying, people often exercise extreme caution. It’s imperative that you build trust with the people who visit your website. People who visit you through PPCs are visiting for the first time and hence, you need to make sure that the first impression is nailed. Relevant statistics and testimonials can do the trick.
A business will always benefit from a landing page with high conversions. High conversions = more customers = more potential profit. Warm up your visitors with the landing page and capture them mentally and emotionally. Your landing page should be a canvas of your story, let it speak for itself.
- Published in WebSite Development
Practices for mobile experiences are just as important and flourishing almost as rapidly as the devices themselves. When you provide an app, various factors need to be looked into and kept in mind – features, platform, layout, design, etc. and undoubtedly each factor has its own significance. The prominent features that stand out are user experience and design which can affect the outcome of the success of the app.
The recent upsurge in technology has triggered businesses to make available the same experience a customer has in the store on a mobile platform as well.
Keeping the following factors in mind while developing the design of the app can prove useful:
- Understand your customer and the context of your users – One of the key determinants that hold strong value is user experience. You need to identify your target audience and what they use the app for, their usage pattern etc. Example: If your target audience are children or elderly people, then the app needs to be easy to use, simple and provide basic functionality. Whereas, adults or teens would prefer an app which comes laden with features and is more advanced.
The experience a person has with the app can depend on the app itself or the person using it and the context they use it in. Most often, people use their phones in between other activities like waiting in line or travelling or filling fuel. Hence, users are looking to use the app to get things done in a jiffy.
As they say, customers are the king. Often, they shift from mobile devices to laptops and to tablets. The app needs to offer a consistent interface through all these channels in order to entice the user.
- Crisp, clean, and simple layout and presentation – The space at your disposal with a mobile is limited. The app needs to be designed in a manner such that the entire screen is made use of – not in a hodgepodge way but by striking the perfect balance. Once you think your layout and design is good, put it to the test. Can the interface be read when walking? Is the front too small or is it big enough? Is there ample visibility to view the interface under different lighting? Are few of the buttons too big to be pressed by the finger? If you answered yes to most of these questions then you might want to rethink the design and layout as it could possibly be cumbersome or difficult to use.
- User experience – If someone needs a manual in order to figure out how to use your app then you have gone wrong somewhere. The app needs to be easy and simple to use. Its capability needs to be conveyed in a simple and clear fashion. Essentially, after your app is out in the market, you have a few seconds to spare wherein you need to attract and engage potential new users and if they cannot easily download the app, open it and figure out how to use it, all in the span of a few minutes, then they’re potentially lost. With this lost user comes the backlash of word of mouth. A bad experience, through word of mouth, can spread like forest fire.
If the app can make complex tasks simple then nothing like it. The code has been cracked. As the saying goes – ‘in this complex world, it is simplicity which gets all the attention’.
- Not good but great design – Good design is but obvious. Great design is what is transparent. Of course, design can be subjective but ultimately, the design needs to be easy to comprehend and simple. Complexity need not necessarily prove effective. Few elements that play a vital role in distinguishing a good app and a great app are icons, typography, colours, graphics, wordings and terminology. At the same time, do not forget to keep the design simple. A seamless process from start to finish will lure the user to come back for more.
- Responsiveness – Mobile users are impatient. They want the interface to load data while it’s downloading otherwise they are likely to lose interest. If the app is too slow or has too many elements on one screen then too, a user’s interest will reduce. Speed is as important as any other element in the app. For mobiles apps, the rule of thumb is, you need to do it quickly otherwise don’t do it at all.
- Continuous improvement – Technology is rapidly growing and customers are growing with it. As a company, you need to keep up and think of ways to continuously improve – be it customer service or software development. Innovative solutions can have an impact and result in optimal customer experience.
Creating an experience, be it on the mobile or elsewhere is more of an art. The designer needs to keep in mind multiple elements which go into the app. Unlike a desktop where the user sits in once place and uses it, a mobile app needs to adapt to several different factors.
It is undoubtedly a well-known concept and people are aware of its role and how it aids in making businesses successful. We are talking about SEO (search engine optimisation).
Nonetheless, it’s a time consuming and overwhelming concept that requires a sound strategy in order for it to work effectively. To assist in your pursuit, here are few steps that you can adopt for an effective outcome:
- Improve user engagement to improve rankings – In lay man’s terms, engagement simply means holding the attention of a user. In SEO terms, engagement means the amount of time a spent by someone on a page. There is ample evidence that suggests that sites with strong user engagement are rewarded with higher page ranking. The reason this applies is because a user spends more than a certain amount of time on a page because they found the page worthwhile. This, in turn, provides the user with the best possible result and in turn pushing the sites with strong engagement up in the search engine results pages (SERPs).
- Know your target audience – It isn’t useful if the traffic that’s coming to your website isn’t your target audience. Basically, you’ll be showcasing your website in front of viewers that don’t care. Identifying and understanding your target audience like their preferences, demographics, location, and search patterns etc. can prove effective. Once that has been done, set objectives for that audience – what do they do on the website etc. if this is done appropriately then a chunk of your work is complete.
- Keyword research – Based on the audience, what they do on the website and other such information, you need to perform keyword research. This is a crucial step as it can make or break a strategy. Based on your audience’s personas, create keywords. Creating related keywords is a good tactic too.
- Develop a content marketing strategy – Your content strategy should focus on your top keywords. When blogs posts, whitepapers, videos etc. are created it gives something for people to link to. Additionally, the content created can rank in search engines by itself. Let’s take an example – you write a blog post on the top SEO Companies, perhaps it will rank for the keywords in the title or body, the ranking will improve if it’s shared on social media and linked to other websites. Also, creating content regularly shows Google that you are active and alive. By the method of sending original and fresh content to Google recurrently, your rankings will improve.
- On-page SEO and site structure – On-Page SEO is a key component that aids search engines to comprehend what your website is about, it is done directly on the website. The prime step is to ensure that search engines are able to traverse your website and seek out all the valuable content. For this to happen, you need to make sure that your website’s internal linking is good with unique content, good navigation and no broken links.
Few ways you can implement this change yourself is through page content, Meta descriptions, title tags, URL structure, headings, loading time on pages, etc.
Quick Tip: On-page SEOs purpose is to make sure that your website is readable by search engines. If your content and structure are easy to comprehend then your website will rank better.
- Link building – Links are the chief factors in how websites are ranked by a search engine. Therefore, you need to craft a plan around all the varied strategies you can do to draw users to your site. Earning links naturally is the best thing – make connections in the industry, connect with your target audience, etc. Remember, your content needs to be relevant and is a major part of this process.
- Mobile website – If you do not have a mobile website, you will lose a significant amount of users and your ranking as well. As the year’s progress, you need to be mobile-ready. Using an app or website on the move is what people are seeking out.
- Monitor and track your results and data – Of the strategies you implement, you need to know the ones which work and the ones which do not work. The sooner you have this system in place to track and monitor results and data, the better. You can use a spread sheet, Google Analytics or any other software that you feel comfortable with – as long as you get the job done.
Apart from the above-mentioned points, there are few more tactics you can use:
- Optimize for rich answers
- Focus on improving user experience
- Speed up your site
- Insert more images
- Add keywords to videos and images
SEO is an on-going practice. Take baby steps and start off with a sound strategy which will translate into online success in the years to come. Constantly maintain and improve your SEO to keep the rankings up.
Does your company or business use email marketing? If not, is it the time to invest in email marketing? With the breakthrough of social media, is email marketing relevant? Is it worth it to invest the time and resources to develop an email marketing program at all? The answer is yes, as email is consistently cited as one of, if not the marketing channel that delivers the highest ROI. Email marketing is an economical and highly efficient method for your business to create deep relationships with a wider audience than traditional marketing. According to a research by Ascend2, 82% of B2B and B2C companies use email marketing. To survive this cut throat competition, and for better returns on investment, it is necessary that you impart email marketing in your overall digital marketing strategy. We have listed out reasons why you need email marketing in 2017 in this article.
Low Cost: The most obvious reasons of all is that you have to spend less money in email marketing compared to other mainstream marketing methods. In fact, email marketing is 20 times more cost-effective than traditional media, as there are no printing or postage charges. Granted that you need to invest for specialist software to automate, track and analyze the campaign, the cost is small for sending thousands of emails and you can reach a wider potential customer base.
Targeted Marketing: With email marketing, you have the ability to control who exactly sees your email by segmenting the target audience based on geography, age, income, or whatever suits your needs. Want to send a discount voucher to the 18-25 year old females in a specific locality? Consider it done. Let’s say, there is a sale on mobile phones, the email can be sent to only those who have shown an interest in mobile phones.
Interactive approach: Email marketing is an element where we can cash in impulse buying. There aren’t many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. This makes email marketing interactive. A right call to action commonly known as CTA button drives a customer to buy your product/service like no other channel can. You can create an email campaign using videos, graphics, music, quizzes, a game, or anything that will get your targeted client drawn in straight to the checkout.
Easy to create: You don’t need a huge team or complex technical details to create an email campaign. It is certainly possible to ramp up the efforts with interesting and catchy images, graphics, or videos. Now-a-days there are a lot of automated tools (mailchimp and mailkitchen) and software to design fancy emails using drag and drop tools. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing. This ease of creation of email campaigns enables startups and small business owners to achieve high ROI with utilizing low resources.
Ease of Tracking: Analytics are an important way to measure the success of any campaign. Many marketing channels present vague and estimated results. Email marketing, on the other hand, draws precise and valuable metrics. Today, we have automated tools and extensions which track delivery rates, open rates, click-to-deliver rates and subscriber retention/unsubscribe rates. These are not just any numbers. These statistics give you an insight to your consumer interests, and behavior. What time in the day and week does he/she respond to your content? Which kind of information entices him? These valuable inputs help you redesign your content to increase your conversion rates.
Email can be Personalised: Email adds a personal touch which no other digital marketing service cannot. You can craft the title, subject, salutation, and content according to the person you are mailing. Studies show that a customer is likely to respond to an advertisement which is personalized compared to a generic one.
Email is easily shareable: Your readers can forward and share the tempting offers with their friends and circles with a single click. Before you know, your customers speak about your branding, making it the most valuable brand message. It’s an undeniable fact that word of mouth advertisement works faster and more efficient than any other form of marketing; so, when a subscriber shares an email with friends, your brand gains more exposure and credibility.
If you had any doubts, whether email marketing is for your business, these reasons tell you why it’s the best bet to go in 2017. Need help with designing your email campaign? Talk to our digital marketing experts at Viratel. Or check out how to calculate ROI of your digital marketing services here.
- Published in Uncategorized
When you invest in any form of marketing, you would like to know what the Return on investment (ROI) is. ROI is an important goal of digital marketing – this helps you calculate your money’s worth from your marketing campaigns. However, calculating ROI is not very simple. Basically, 2 things account for positive ROI:
- Bringing more visitors to your store (or online store)
- Convert the visitors who show up at your store or online store
Unfortunately, many attempts to measure the ROI of digital media focus on these end results, totally ignoring the variety of factors that generate positive outcomes — a very dangerous practice.
Understand the campaign goals
The most important step is to define and understand the goals of the marketing campaign. Goals go deeper than just outcome performance measures. Your digital marketing goals should be SMART (Specific, Measurable, Achievable, Relevant and Time Related) Different goals could be Brand Engagement, Lead origination, Improving Conversion rate etc. There are a complex set of factors and interrelations among them which impact in a positive ROI based on your marketing goals. Once you understand them thoroughly, you can identify the key performance indicators affecting your campaign’s ROI.
Measure what matters
Often you’ll find digital marketers measuring the easy things — likes, clicks. These things matter a lot, but they’re not the most important (or only) important aspects of a successful digital marketing campaign.
These KPIs provide valuable metrics on how your brand is working:
- Number of unique site visitors: How many new prospects are visiting your website
- Number of return visitors: How often do your prospects come back to your site? Increase of return visits means you are providing useful and valuable information for the consumers.
- Conversion rate:How many of your site visitors become customers? High number of visits doesn’t guarantee conversions. You may be drawing a big crowd of the wrong audience for all you know.
- Buying your product:No sales, no revenue! Be sure to establish a strong demand for your product before you invest heavily. Conduct pre-launch surveys to assess interest and thorough market research to find similar products.
- Search engine ranking: How close are you to the top of the search engine searches.
- Social Networking Presence: What is your presence on different social media like Facebook and LinkedIn. Are you present on all the social media your potential customers are on? This changes from industry to industry.
- Increase in Followers: The more people follow your social media channels, the higher reach, and also a better and efficient marketing campaign
- Social Interactions This measures the effectiveness of your social media campaigns at fostering positive engagement. Key interactions can play a pivotal role in a post or story going viral
- Lead Origination: What are the channels that bring you leads? Is it email marketing? Or social media?
- Cost per sales lead.How much does it cost you to find each prospect?
- Revenue per Sale: How much average revenue does one sale generate?
Revenue ÷ Number of Transactions = Average Revenue per Sale
- Lifetime Value of a Customer The lifetime value of a customer is determined by knowing how much each customer typically spends with your company over their lifetime
Lifetime Transactions x Lifetime Revenue – Lifetime Expenses = Lifetime Value of a Customer
Analyze the metrics
Having a dashboard full of statistics doesn’t mean anything if you are not able to interpret them. Since numbers don’t speak for themselves, you need skilled analysts to dig deep and uncover the insights of the metrics.
Don’t stop with descriptive analysis:
Descriptive analysis helps you a lot, there’s no denying in that, but don’t stop there. Move to predictive analysis. Predictive analytics drives competitive advantage by identifying patterns in historic and current data by drawing reliable conclusions about current conditions and future events. Based on the analytics you can rightly calculate the amount you spent in digital marketing vs. the revenue you generate from the campaign. The revenue is associated with all the key factors mentioned above and more. Positive ROI indicates a successful digital marketing campaign.
Before investing in a digital marketing plan, understand your objectives, define the campaign goals and analyze all the factors associated. Often you need an expert’s help to have a better insight into the analysis.
Need help? Talk to us and let’s plan your digital marketing strategy
- Published in PPC (Pay Per Click)