Digital Marketing is a fickle friend to most. The line that exists between “good” digital marketing practices and “great” can be hard to discern to the untrained eye. And communicating these difference to people outside of the digital marketing world can be difficult; especially when it comes to combining digital marketing with other online best-practices.
One such powerful combination that we struggle to help our clients realize the full potential of is digital marketing and web design. We could craft the most compelling copy, or devise the best possible backlinking strategy, but if the site we’re driving traffic to offers users a poor experience, then we’ve already lost the battle for their conversion.
When it comes to increasing conversion rates online, the quickest way to do so is by using a digital marketing strategy that is backed by a well-designed and functioning website. Below, we’ve listed out some of the most impactful digital tactics that both B2B and B2C companies can benefit from.
Web Design-Based Digital Tactics To Boost Conversion Rates
As we said above, we can drive lots of traffic to your site, but if that site fails to perform well, then all the digital strategy in the world isn’t going to matter; your visitors are going to bounce before they take even consider taking the next step in your conversion funnel. Here are four tactics from a web design perspective that should help to increase conversions on your site.
Focus on Page Speed
When’s the last time you waited for a website to load? Most likely, the only sites that you’ll wait for to load are those that you need to perform specific tasks, such as paying bills or managing your finances. But outside of life necessities, you most likely wouldn’t wait for any other site if it was taking a long time to load; and you wouldn’t be alone in this. Studies have shown us that users expect a site to load in two seconds or less. So even if you’re filling your site with great content, very few people are going to wait around to see it.
Use an Attractive Visual Design
Beauty may only be skin deep, but when it comes to your online platform, that beauty is vital to your website’s success. If you’ve yet to update your website since its inception, you’re beyond overdue. Users will judge your site and your company’s authority and trustworthiness based solely on its looks. In studies, 48% of users have cited a website’s design as the number one factor in deciding the credibility of a business.
Commit to High-Quality Images
You might think you’re sneaky by using generic stock photos to populate your website, but users will quickly become wise to your tactics. Outside of stock photos, you’ll also need to consider the quality of your product photos. Consumers want to be able to see your products from all angles before purchasing. Sites that see the highest conversion rates typically have high-quality image series that display their products from multiple angles in a professionally lit setting. Additional enhancements like pinch and zoom or 360-degree view options have also been shown to dramatically increase conversions.
Digital Marketing Tactics To Boost Conversion Rates
Now that we’ve covered a few of our web design best practices let’s move on to SEO tactics. We’ve gone on and on about how you can use SEO tactics to drive visitors to your site, but if your website isn’t up to snuff then all that work will have been for nothing, but just what are those SEO tactics? Obviously, just like in web development, our team utilizes a full bag of tricks when it comes to SEO. But if we had to choose, these would be two of our favorites that anyone could start to pursue on their own.
Write the Right Amount of Content
From using freelancers to hiring a full-service digital agency, it can be tempting to try to cut down your monthly marketing budget by limiting the amount of copy you request. 200 words should be more than enough for a product page, right? That would be great, and our writers would get a much-deserved break, but sadly, when it comes to the digital world, longer is better. While we don’t recommend making content for the sake of content, search engines have content standards that they look for when evaluating your site’s authority, and content length plays a large role in this. Each type of content, from blogs to landing pages and everything in between will need to be optimized differently, so sadly there’s no one-size-fits-all solution for content length. Your best bet is giving our SEO experts a call so that they can help you get a grip on all of your content needs.
Produce “Good” Content
Good is one of those obnoxious words that can mean anything; but to us, and internet users and search engines alike, “good” content is content that’s written well with a clear purpose that is equal parts compelling and informative. With Google’s RankBrain algorithm playing such a large role in how content is being ranked recently, settling for mass-produced subpar content is no longer effective. While ideally, we’d love to find a balance between quality and quantity, if you need to pick one, we recommend quality.
Find The Perfect Balance Between Digital Marketing and Web Design
Digital marketing consists of a lot more than just content. For a truly effective digital marketing approach, you’ll need to employ SEO, branding, social media, and further strategies to keep your company at the top of its industry. Likewise, web design is about a lot more than page speed and visuals; you’ll need to focus on all of the seen and unseen measures that make a website great. The quickest way to finding the perfect balance between digital marketing and web design is by giving our team of digital experts a call. By working on your web presence and perfecting your marketing needs under one roof, you’ll ensure that one cohesive strategy is being implemented throughout your entire digital persona. If you’re ready to find your company’s perfect balance between digital marketing and web design, give us a call today.