People don’t work exclusively on smart phones, tablets, desktops and laptops when they have a goal – they work on whatever device they feel is right for the job, or happens to be convenient at the time, or is the one they have access to at the given moment.
As mobile devices became popular, so too did responsive web design and mobile versions of web sites.
And that’s a great thing – people shouldn’t have to choose between laptops and smart phones when consuming content.
If visitors can’t find it, then it doesn’t exist.
Web marketers often get too caught up in the aesthetics of web sites that they forget about making it easy for users to find what they need.
Sure, a modern and professional look and feel is essential in earning web visitors’ trust. However, web design should support user tasks and not undermine usability and discoverability.
Direct response landing pages take some work to get right, but they offer unique opportunities.
That is, if you control where the traffic comes from (e.g. an AdWords ad for a product trial, an email offer for a service, etc.) and your landing page is designed specifically for that offer, you have options to improve the page that would not exist for more “general” pages on your site.
Congratulations, your visitor converted!
Your conversion rate optimization efforts have borne fruit.
But you can’t rest easy yet – the customer journey doesn’t end when the visitor clicks ‘Submit Order.’
The call-to-action button is a critical part of the conversion process. If it gets missed or misinterpreted, you’re leaving money on the table.
Here are some guidelines to keep in mind when creating your buttons, so it’s easy for visitors to take your desired action:
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There was a point when online marketing jobs were very separate.
- search engine optimization (SEO) experts cared about how many people got to the web site,
- web usability experts cared about whether those visitors left immediately because something was broken,
- conversion rate optimization (CRO) experts cared about the set of those visitors who got to the cart, and
- web analytics experts created reports about those visitors
There’s not one single event that led to tasks from those fields merging, but today, knowing just one aspect of online marketing just isn’t going to cut it. If you’re serious about conversion rate optimization, you’re going to need to pick up more than the traditional web site testing skills.
Personalized. Customizable. Dynamically-served.
Those things have come to develop strange relationships with online marketers.
On the one hand, they’re great. They promise closer relationships to the visitors, better user experience, and higher conversions.
There’s a fairly widespread view that AdWords campaigns are SEM functions or PR functions. They are that, too, but what some marketers miss is that they are conversion activities.
Getting people to click through from the ad to the page is a conversion. Getting the visitor from the landing page to the desired next step is a conversion activity. Completing the transaction with a user is a conversion activity.