What Is Conversion Rate Optimization? Internet marketing is a kind of science. Like any science or discipline as internet marketing has evolved it has accumulated a large array of specialized terms that are difficult to understand for anyone who doesnt work in the field. Legal jargon is perhaps the most commonly referenced example of how the specialized terms in any profession used casually by those in the profession sound like nonsense to the general public. Prima facie Habeus corpus provisional remedy rejoinder and punitive damages are examples of terms that sound weird to most people but are commonly used within the legal profession. An example of such a word that may be inaccessible to the layman but is a part of regular discourse within the profession of internet marketing is conversion rate optimization. Conversion rate optimization is perhaps best understood alongside a similar term: unconversion optimization rate. These two internet marketing terms are abbreviated as CRO and uCRO respectively. So just what are conversion rate optimization (CRO) and unconversion rate optimization (uCRO) and how do they affect your business? Here is a brief summary. Conversion Rate Optimization CRO refers to the general process by which a company uses analytics and feedback to improve the effectiveness of their website. Effectiveness is usually defined as customers making a purchase on the website. Basically when a customer visits a website they enter into a decision-making process. This decision-making process might be positive from the perspective of the company (the customer decides to purchase their product) or negative (the customer takes one look at the website and leaves immediately). CRO seeks to determine what exactly on the website is influencing this decision-making process and then adjusting the website in order to encourage customers to purchase from the website. Influencing behavior in this way may seem complicated at first. This is usually done however via a simple process known as A/B testing. Internet marketers will simply alter one aspect of the website measure the results alter it again measure those results and then compare the results of A with the results of B. Unconversion Rate Optimization Conversion rate optimization focuses on converting visitors into customers. Unconversion rate optimization however focuses on the specific reasons why visitors are not converted into customers. Internet marketers who focus only on CRO fail to understand that preventing customers from taking negative actions (like leaving their website) can increase profits just as much as influencing them to take positive actions. There are several ways internet marketers use unconversion rate optimization to discourage customers from taking negative actions some of which many are already familiar with. Perhaps the most recognizable example of an effort to manipulate uCRO is on a cancellation page. It is always a good idea to provide a quick and easy way for customers to cancel orders or subscriptions but it doesnt hurt to ask them why they are doing so. While many cancellation pages offer a drop-down menu where a customer is asked to state the reason for their cancellation very few pages have a built-in response to each specific reason for the cancellation. This can be a way to retain customers that you were otherwise about to lose. Other opportunities for uCRO are on refund & return pages and support pages. In short if your online marketing does not include a uCRO strategy you may be unnecessarily losing customers and profits.
Social Media Marketing Strategies By this point early in 2017 most businesses are familiar with most basic social media marketing strategies. Even you know your company could do more with social media you are likely familiar with what needs to be done. For one you probably understand that your business should have at least some presence across many different social media platforms. Ideally you should be able to connect with your potential customers on any social media platform they might use. You might also know the basic purpose of interacting with your customers on social media. It builds awareness of your business for one. Effective social media marketing also builds your brand; depending on the quality of your communication over the social media platforms social media activity can both positively and negatively affect your brand. The results of a strong social media presence are also well documented. Nearly all businesses understand and many have seen firsthand the ability of social media to generate sales and leads. If you already accept these basic functions of social media marketing it might be beneficial to consider some less-understood social media strategies. Many of these strategies involve making sure your company is making productive use of mistakes that are common on social media. Here are a few examples. Misspellings When keeping track of social media accounts it is a good idea for companies to monitor the mentions of their company just as closely as they monitor the content that comes from their own accounts. One thing that companies that do so begin to notice is that their companys brand name and product names are often misspelled. Obviously short of a nation-wide spelling initiative there is not much companys can do about their customers spelling proficiency. What companies can do however is monitor these misspellings and still acknowledge and respond to the customers who make them. Social media teams need to be aware and proactive in monitoring the most common spelling mistakes of their brand name or product names. This allows for effective engagement with customers who make the mistakes. Failure to respond to either positive or negative feedback can negatively affect a social media brand. Other Mistakes There are common mistakes beyond misspellings that companies need to be aware of. Many people on Twitter for example have a tendency to use hashtags # instead of the @ symbol when attempting to communicate with a company. Thus the comment will not make it to the companys mentions and would only be revealed if the term is searched for by the company. A good social media marketer searches for these possible mistakes proactively. Sometimes your companys name or product names are mentioned using abbreviations and sayings as opposed to their full names. Again being vigilant in searching for these mentions that are relevant to your company can be the difference between a good social media presence and a great one. The very best social media marketers possess the same attention to detail when it comes to their misspellings and mistakes made when customers talk about their competitors as well. Many companies overall social media strategies involve the comprehensive tracking of competitors social media presence and impact just as closely as their own.
New HTTPS Google Chrome Security Requirement Any business that depends on their website should make it a habit to track announcements made by Google. The search engine has become so intricately woven into the fabric of the internet that any change the company makes has a big impact. Simply being aware of these changes can make a big difference in the success of your website and your business. Not all businesses are in the habit of keeping tabs on Googles announcements in this way so doing so can give you a leg up. Sometimes the changes they announce are minor; other times Google makes a major change that is vital for companies to know about and understand. Sometimes these changes have to do with marketing such as search engine optimization business rankings and website development. Other times they may relate to other topics like the major change that has just been announced and is related to a security requirement that Google Chrome is going to require all websites to have. HTTPS Requirement If a website collects sensitive information from visitors Google has announced the site must use HTTPS hosting to be considered secure. Sites collecting sensitive information that do not have HTTPS by the end of January 2017 will be marked by Chrome as non-secure. Examples of sensitive information include any type of sensitive personal information like passwords and credit card information. Being classified as a non-secure site could have obviously potential consequences for a website or business. A visitor to a site listed as non-secure might obviously be less willing to engage and conduct business on the site by creating an account or making a purchase. Google announced further that even if the sensitive information is collected on only a certain section or individual page of the website the entire site must be protected by HTTPS. Why HTTPS? Why would Google mandate such a strict HTTPS requirement? The announcement comes amidst growing online security concerns. Large-scale and well-publicized hacking events have contributed to widespread concern from the public over the safety and security of their personal information online. Requiring HTTPS is partly an effort on Googles part to reassure users that their data is safe. And HTTPS does make sensitive information safer. Without HTTPS it is much easier for this sensitive information to be stolen. In keeping with their designs to reassure users Googles effort to make HTTPS the norm for sites collecting personal information has been branded the #NoHacked campaign. Should Your Site Switch To HTTPS? For a variety of reasons it is advisable to take Googles announcement seriously and make the switch to HTTPS if you do not employ it already. Google Chrome holds over 50% of the market share for desktop and mobile web browsers; thus being flagged as non-secure on this platform could have a drastic impact on your websites business and traffic. Additionally Google has incentivized websites to make the switch by giving those who do an increase in how they rank in searches. Sites who are not on HTTPS hosting should consider looking up a step-by-step guide to transition to HTTPS. As stated above Googles announcement cautions that sites collecting sensitive information that do not do so will begin to be flagged as non-secure at the end of January 2017.
A Beginners Guide On How To Write Blogs In 2017 Is the process of effectively writing and maintaining a blog on your companys website any different in 2017 than it was in 2016? The answer perhaps surprisingly is yes. Of course just how you update and adapt your companys online blog for 2017 is largely dependent on the reasons you have for maintaining the blog in the first place. Perhaps the reason you maintain a blog is to communicate with an already well-established customer base and you have no desire or reason to grow your business and have no competition in your industry or niche market space. If thats the case you might feel comfortable blogging the way you always have. Utilizing Your Blog Successfully Most companies that maintain blogs or are thinking about starting a blog however dont have such a luxury of being able to put their business on cruise control. Most businesses are looking to utilize their blog as an integral part of a larger internet marketing strategy to develop their brand content marketing get ahead of their competition increase their online presence local public relations and generally grow their business. A successful blog can help achieve all of these goals and a blog becomes successful only through careful attention to the ever-changing rules of the blogosphere. The reason the rules of blog writing are always changing is that Google and other search engines are always fine-tuning the algorithmic method they use to assess the quality of your blog. Thus a blog that is well-written and informative may be satisfying to you personally as a business owner; however if it does not embody an awareness of the most recent standards search engines use to rank your website it may not be doing much to attract new customers to your website. There is always more to learn on this topic but you have to start somewhere. Here is a look at a few important aspects of writing a blog post in 2017. A Few Guide Lines To Following When Writing Your Blog Always have a header 1 tag. Make sure your title is well thought out and has the potential to rank. Utilize the header 2 tag to further your conversation about the header 1 tag. Add images and videos to your blog that are geo tagged if you are a local business and have a specific location you want to increase your presence in if not you dont have to geo tag your blog because it will not really help. Write to explain or teach. Do not just write a blog to write about something for SEO purpose because your blogging strategy will fail. After you write your blog make sure you distribute it. I am not talking about just hitting the like button. I am talking about real blog distribution that can help syndicate your content and possibly make it go viral. If you dont have a system like this setup you shouldnt even blog until you do because its a waste of time and money. Inner Linking Throughout Your Blogs As search engines adjust the lens through which they view your blog and website as a whole certain factors take on a larger more important role while certain factors may become less relevant. This can be very frustrating for internet marketers but paying attention being flexible and adjusting are part of the skill-set required of a savvy internet marketer. One factor that is becoming increasingly important to the success of a website or blogsuccess being defined as how highly it is ranked in search enginesis known as inner linking. Proper inner linking is crucial for the success of a blog post in 2017. Inner linking or internal linking refers to posting content in which certain text on the page links to other relevant pages on your companys website. For example a construction companys blog post about the different types of energy efficient windows available on the market may include a word in the text that links to another blog post about how to customers can decide which windows are right for them. The best inner linking always links to specific relevant pages that further a conversation or provide more in-depth information about a certain phrase paragraph or term. SEO Your Blog SEO has always been an important part of maintaining a blog. SEO (search engine optimization) refers of course to the process of improving a websites ranking when certain words are searched for using Google or another search engine. This can obviously improve the visibility of a website increase traffic and ultimately lead to more customers. In 2017 it remains one of the most important factors for the success of your website. The rules though as mentioned previously have changed to a considerable degree when it comes to proper SEO. One major change involves the practice of using keywords in blogs as a means of increasing that pages recognition by the algorithms Google uses to rank a site. In the past it was possible to orient a blog post entirely around certain keywords. These keyword-oriented blogs will no longer produce such positive results for companies and writers. In fact Google is now more likely to de-rank a page when it picks up on the possibility that it is keyword-stuffed whether by design or by accident. Instead of being overly populated with keywords blogs should be focused on the brand or on a particular subject. As Googles algorithms advance so too must the knowledge and practices of a sustainable successful blog. Again write a blog so it teaches someone something a how to based a guide or something that has meaning. If you need help with local SEO services blog writing or content marketing in general please feel free to contact us for a free quote.