Ways to Improve Your Site User Experience and Get More Organic Traffic

An excellent user experience is important when it comes to online business. If the customers don’t enjoy using your website, they won’t come back. Customers will usually blame a bad user experience on other factors such as low-quality content or lack of trustworthiness on your part, but in reality, what they really want is simplicity and usability.

Every website online desires the attention of the web user and there are tons out there right now. With so much competition out there, you’re going to have a hard time standing out and grabbing the attention of your potential clients.

You need to simplify the experience for the customer and make it as easy as possible for them to find what they’re looking for. Improved user experience is definitely an intricate part of the puzzle when it comes to improving your sales conversion rate, but there are a couple of other things you can do.

How do I know my user persona?

“Know your customer” is a term that’s tossed around in the marketing world. If you want to attract customers and get them to keep coming back for more, you must understand who they are. Really, truly know them. There’s no way around this rule. So yes, you need to do a little detective work and put on your detective hat.

So, how do you determine your buyer persona? How can you tell who is the ideal customer to target, and how do you go about finding out more about them?

Start with who you serve. This could be your customers but it could also be another group of people whose needs you fulfil. For example, if your business makes health equipment then your buyers are the health centres and the people using that equipment. If you are a life coach, then your buyers are the people who are paying you for coaching sessions.

Why is it important you understand your site users?

If you want to know how to run a successful business, improve your online revenue and get more traffic, then it’s important to understand your customer’s needs, wants and preferences. This is called the buyer persona. It helps you determine who will pay for your offering.

Undoubtedly, your site users are the most important asset you have. Wouldn’t it be fair to say that once you know them better, you’d be in a position to make them 100x happier? 

The more people that visit your website or mobile app on a regular basis, the more money you’re making. In fact, it can be said that more than 70% of online conversions come from returning visitors.

What factors influence a good user experience?

User experience (UX) is a modern business term that refers to the ways a person perceives and interacts with a brand. It encompasses the emotional and rational aspects of customers that can influence their perceptions, memory, satisfaction, loyalty and future behaviours.

A good user experience allows people to get new information, find what matters most and do what interests them. It means the site user finds or evaluates the brand, product, service or information on your site as being:

  • ·         Accessible
  • ·         Credible
  • ·         Desirable
  • ·         Usable
  • ·         Useful, and
  • ·         Valuable

How can the user experience be improved?

An excellent user experience is crucial to the customer journey. User experience (UX) is more than one dimensional and influences your conversion rate.

The percentage of visitors becoming paying customers is referred to as your conversion rate. This happens through the interaction between your website visitors or users and your website. The way users interact with your website directly affects their decisions — whether or not they buy from you.

Here are key tips to significantly improve your site user experience:

–          Keep your website pages consistent.

Brand identity and user experience can be affected a lot by consistency. It keeps the user interface clean, your branding consistent and saves you time when updating it across all your website pages.

If you don’t keep your website pages consistent, your users will start searching the Internet for information that you thought they already found.

–          Use proper and well written H1s and H2s.

You might not realise it, but your very first impression of a business is made by scanning your eyes over a website’s headline. A poor title will certainly put off potential customers and could leave you losing out on valuable sales opportunities.

Adding well-designed and written headlines to your site can help encourage customers to give you a second look. This isn’t something you should overlook, regardless of the industry you’re in.

–          Use bullet points to segment key information.

Have you ever noticed that people don’t like to spend so much time reading when on the web? Well, that’s putting it mildly. Nowadays, people want information to be quick and succinct, especially with mobile devices being used more and more.

You will be more likely to attract new readers to your articles if you are able to do so. Use bullet points to make key information stand out and draw attention to what you want your audience to see.

–          Ensure your site is responsive and mobile-friendly.

A responsive website means that it is designed to adjust to look good across multiple devices, such as smartphones, tablets, and desktop computers. A mobile-friendly site is somewhat simpler: it means the page will be easy to use on a smartphone.

You need to make your website mobile-friendly if you want visitors to stay long enough to perform a specific action. This is called bounce rate. The last thing you want is for a potential customer to leave your site as a result of any inconvenience caused by viewing the site on their smartphone.

–          Use images smartly.

Working with images in the digital world is somewhat of a science. It’s quite a tricky one too! Images convey emotions, trigger memories, and can be an effective way of visually saying more with less. They are also a great tool for brands to convey story-telling.

I’m sure you can think of examples where you have felt deeply connected with something – it could be a book, film, or even an article. This is because image triggers the imagination and enables you to see things in your own way.

–          Optimise your page speed.

Have you ever visited a website and thought it was taking a long time to load?  Or perhaps you have heard someone say, “My website loads too slowly.” Every millisecond counts – each second your website takes to load can cost you 20% of your visitors.

Speed has a direct impact on conversions too. A one-second delay in page response time leads to a 7% drop in conversions – that’s why optimising your page speed is so important.

–          Use white space.

White space is a wonderful design tool when used properly. It’s the eye sweets, the frosting on the cake, the whipped cream on top of your hot chocolate. It’s what gives your content area enough breathing room (no pun intended) to be read and scrolled with ease.

Use white space to make your pages more readable. White space makes web pages easier on the eyes and less stressful for your users.

–          Use attractive calls to action.

Have you ever noticed how some sites use text like “get this” or “buy now” in their calls to action? You’ll attract more attention to your message and become more engaged when you do this. It’s not effective though if there isn’t a logical link to the action you want them to take.

–          Fix your 404s.

A ‘404 not found’ page is one of the most frustrating and embarrassing things a visitor can see when visiting your website.

A 404 error is a small and simple one, but if it happens too often, then it can point to serious problems. According to Moz, 37% of users will abandon a website that has a broken link. That is more than enough reason to fix them before you ultimately lose those frustrated visitors for good.

Bottom Line

Understanding your buyer persona and improving your user experience with an attractive, usable website is a sure-fire way to improve your conversion rates. 

Now, with the Internet being such a critical part of our lives, it’s only a matter of time before your potential customers start reviewing your site online. So be sure to make a great first impression.

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8 Common Digital Marketing Mistakes Brands Make Today

When it comes to digital marketing, small mistakes can have big consequences. Without proper research and testing, you could lose revenue or even the trust of your customers. After all, it’s important to put your best foot forward. 

Even if you think you already know everything about digital marketing, you’d be surprised at how much I’m about to tell you.

Truth is, there’s a lot of work involved with digital marketing these days. With the intricate strategies of search engine optimization (SEO), content marketing, and ad campaigns, it’s easy to make mistakes.

I’ve put together the eight most common digital marketing mistakes I’ve seen brands make. Are you guilty of any of these? Don’t worry, they’re easy to fix. Just remember, mistakes can be a great learning opportunity for your brand. 

In this piece, I’ll run you through 8 common digital marketing mistakes brands make and what to do to fix them and turn your online business fortunes around. 

Not setting S.M.A.R.T goals with a monitoring strategy 

Unfocused marketing – a business’ most common online marketing mistake – can be devastating. Setting goals gives you insight into how your campaign is progressing. You won’t know how it’s taking shape If you don’t set them if you don’t, you won’t know if you achieve them within the right time frame.

If you don’t set realistic goals for digital marketing, you put your company at a disadvantage. Unrealistic goals are discouraging because they’re hard to achieve no matter how well you execute and optimise them.

In order to assess success, you must track or monitor your results vis-a-vis your goals. Otherwise, you will not be able to identify what areas need improvement.

What to do: 

Before starting a campaign, ensure that you have SMART goals. This means the goals must be:

  • Specific: Any goal must be geared towards a specific action – whether that’s clicks or leads.
  • Measurable: Make sure your goals are trackable. You can determine relevant metrics and data once you know what you are trying to accomplish.
  • Achievable: It is important to set goals with achievable digital marketing objectives. Set realistic milestones that you can achieve as you work toward your goals.
  • Realistic: Your goals should remain within the budget and resources available to you. Establish regular meetings to evaluate your progress toward your milestones so that your goals remain realistic and achievable. Don’t try and tackle more than you or your team can handle.
  • Time-bound: It is extremely important to set deadlines for your goals. This will keep your team motivated and on track.

Identify the key performance indicators (KPIs) that fit your goals best. Make sure to track your KPIs throughout your entire campaign with Google Analytics. By tracking them, you’ll be able to measure the ROI of your campaign.

2. Targeting the wrong audience

You may want to start by taking a look at your current marketing efforts. Are you really targeting the audience that is most likely to buy your products or services? Or, do you just have content and ads showing up in areas where there is no good match for who they are?

If your target audience is too wide or thin, it can be hard to get them to really notice you, reach out to you or visit your website.

A lot of companies target too broad of a market and try to attract as many people as possible. But because of the general lack of engagement and sales, they become discouraged when fewer people use or buy their products.

Some other companies think they know their audience but often end up targeting people they don’t actually want to reach. This way, spending time and money on the wrong people leads to waste. Yet it is easily preventable!

A business that targets broadly means they aren’t providing relevant content to the people who are interested.

What to do:

Do some research on your target audience!

Research and testing are necessary to find the right audience. It is essential to know who might be interested in your services or products. Begin by creating your business buyer personas based on your past customers. 

Buyer or marketing persona involves building a mental image of your ideal customer’s demographics, behaviour, aspirations, needs, what they care about, and how you can motivate them by fulfilling their dreams. 

It may also include data like the type of promotions they respond to, when they’re most likely to purchase a product, and what they would expect with that purchase (i.e. free shipping). 

With this information, you can shape both your product and your marketing efforts to meet these expectations.

3. Not paying enough attention to your website design

There was a time when a regular business like yours needed to have a site, but it didn’t necessarily need to be highly functional or even informative. It was just there. Things have changed since then and if you fail to realize that, you could lose out.

Today’s internet user is way different from the internet user of years ago. Nowadays users expect more than just words on a page. They want a site that makes them feel comfortable and convenient and above all else – users want it fast.

The only way to ensure you meet these expectations is through the integrated application of user experience design in your web design and development process. 

What to do:

To thrive in today’s digital marketing sphere, it is vital that your website is user-friendly and provides valuable information. This means ensuring your website is:

  • Clear, simple and easy to navigate.
  • Mobile-responsive. That is, you should ensure each element on your page is scalable so that it fits any device with the same dimensions.
  • Has brand colour harmony and consistency that’s soft on the eye.
  • Call-to-action buttons.
  • Intelligent use of white spaces.
  • Fast-to-load images and videos. Optimize images and videos for the web by compressing the file sizes.
  • A search bar etc. 

If you fail to prioritize user experience for your site or optimise it for your target site visitors, you’ll lag behind your competitors.

4. Neglecting SEO

Search engine optimisation (SEO) is the largest component of digital marketing. It represents about four out of every five dollars made online. The goal of SEO is to make your website rank higher than your competitors and drive highly qualified, relevant traffic to your website. 

Your website won’t show up in Google search results pages (SERPs) if you haven’t incorporated SEO into your digital marketing plan. This means you won’t be able to attract new and valuable leads for your business. As a result, your competitors capture all valuable traffic for your search keyword.

SEO takes time to develop, so you must be patient. Many companies don’t give it enough time to start showing results and drive the results they desire. This is often one of the biggest digital marketing mistakes of businesses. 

What to do:

SEO is the most important thing to do for any website. No matter what type of website you have, you need to be ranking high in Google.

While ranking high in Google isn’t easy, it’s easier if you know how to properly do keyword research. Specifically, before doing any SEO work, you need to understand what people search for and what they click on when they have a buying intent.

Simply put, keyword research is the most important thing you need to do if you want your website to generate mass interest and sales on autopilot. The purpose of your content must be to rank for your target keywords in Google and attract organic traffic to your website.

You can target your audience by researching the queries they make. By integrating these keywords into pages on your site and blog posts, you’ll be better positioned for search results for those key terms. Knowing your audience’s keywords helps you reach relevant and valuable prospects with your optimised content.

Learn from your customer service team and research your competitors and industry to identify the questions your customers have. 

After you have identified keywords to target for your buyer persona, you can go on to utilise such as AnswerThePublic or Ahrefs to finetune or articulate the keywords into proper search queries. Then creatively and naturally integrate them into your marketing content in the right density.

Additionally, double-check your content matches your target audience’s search and compare it to high ranking posts.

Besides keyword research, Make sure to follow these key SEO checklist:

  • Regularly writing high-quality content crafted to satisfy your audience’s needs.
  • Making your site load faster so people can access information faster. 
  • Optimising your title tags.

5. Leaving remarketing opportunities untapped

Simply put, remarketing is a marketing technique that allows you to re-engage site visitors. It is intended to help businesses bring customers back to their websites when they are ready to make a purchase.

Marketing to leads who have shown interest in your business, product, or service is a crucial part of the sales and conversion cycle. Leaving these customers out in the cold and focusing your marketing efforts on acquiring new customers is a big mistake that businesses make when optimizing their marketing strategy. This leads to a cycle in which businesses continuously acquire new leads, but fail to convert those leads.

See this ‘We miss you; have a N1K voucher’ email I got from Jumia ECommerce Store after I’d not shopped with them for a few months! It’s an excellent example of how remarketing can work for retaining undecided customers.

What to do:

Remarketing is a great way to stay connected with your customers online and maximize your return on investment. 

You won’t get your conversion right the first time every time. So, remarketing through targeted messaging offers the best chance of converting them into paying customers. It’s about getting people who have come close to buying something from you in the past to actually buy it or sign up. 

To develop an email remarketing strategy, start by creating an email marketing campaign that will help you collect emails from your audience. 

You can send them emails reminding them about an abandoned shopping or an item they viewed previously. You may also want to throw in an incentive by offering them a special discount. 

6. Ignoring custom blogging on your website to help build your brand identity and authority

While blogging is often thought of as an effective means for sharing your content with the world, it can also be a helpful marketing tool for establishing your business as an authority and driving traffic back to your site.

A well-written blog with unique, high-quality content is one of the best ways to not only share information about your products and services but help you rank higher in search engine results pages (SERPs).

One of the biggest mistake brands make is thinking that if they create a custom blog page on their website, it will take away from the time they have to work on client projects. 

But this couldn’t be further from the truth. If anything, creating a blog for your business can be an opportunity to get even more work while also building your brand identity and presence in the industry. 

Sadly, many businesses don’t have a blog page on their business website, or only publish 3 – 4 posts and think they’ve done enough. As a business, you need to blog regularly if you want to outrank your competition. 

What to do:

To make your blog more effective, you need to:

  • Blog consistently: It’s important that you blog on a regular schedule so it doesn’t appear as a one-off or an ‘if I have time’ event. If you want people to regularly come to your blog, it might be a good idea to stick to a schedule and plan ahead.
  • Create quality and relevant content: Quality content is content that has been created to satisfy your audience and provide them with a reason to want to engage with you more. 

Taking time to produce quality content will make your business blog page win every time with a positive user experience and, in turn, increases traffic and sales.

  • Engage with your audience: You can keep your audience interested and increase engagement with your blog post by interacting with them in the comment section.

7. Neglecting social media marketing

Your audience is on social media every day and week. They share pictures, videos, links and content. They talk about their lives, their frustrations and their experiences dealing with you, your competitors and companies like yours.

If your audience is on social media, then your business should be, too. The logic is simple. If you don’t share content on social networks and are found to be absent from networks where audiences spend much of their time, then you will appear not to care about them. Or worse, as old-fashioned and stuffy. If your competitors are active on those platforms, then you need to be too or risk being overlooked.

Every day social media is becoming an increasingly important part of a company’s digital marketing strategy. In fact, the average user spends 28% of their internet time on social media sites. A recent study has found that 47% of B2B marketers use social media to drive traffic to their website, and 48% use it to generate leads.

Additionally, it will help your business:

  • Boost brand awareness and loyalty
  • Get leads and convert them
  • Optimise your marketing budget by reducing costs
  • Enhance customer experience

What to do:

Social media marketing can be a great way to increase your website traffic and engagement. However, not all social media platforms are created equal; some offer high-quality content and others lack it.

While the benefits of social media marketing are undeniable, you should always choose a social platform that is right for your business. 

By studying the demographics of your audience it gives you insight into what they look for and basic information about them. This will enable you to tailor your content based on what interests them the most. 

And don’t forget, social media interaction isn’t about being a person anyone can follow; it’s about being the source of original ideas, interesting discussions, and emotional engagement. 

If you are trying to grow your brand or business on Facebook, Twitter, Instagram, LinkedIn and other popular networking sites, then social media advertising is one of the best ways to do it, especially if you want more exposure for your products or services. You’ll get seen by the people who matter: influencers, bloggers, and website visitors. 

8. Taking on too many plans with lean resources

It can be easy to feel overwhelmed if you are investing in multiple strategies. This results in strategies that get neglected or abandoned, resulting in a failure to achieve the results you wanted.

Your marketing strategy can be challenging to build when you are busy running your business. Because you do not have the time to devote to building campaigns, it could mean you lose money on those that do not deliver results.

What to do: 

It is important to consult experts about your digital marketing strategy to avoid these common digital marketing mistakes. 

Experienced and dedicated digital marketing agencies like NaijaCopy offer a full-service digital marketing solution that enables your campaign to succeed without you needing to lift a finger.

NaijaCopy’s experts are some of the best in the business and have successfully delivered multiple SEO copywriting and digital marketing projects to top client businesses across different niches in the US, UK, Australia, New Zealand and Canada. 

With a focus on delivering results, we help you become an industry leader. To find out more about our digital marketing packages, click this link or call us on +2347088547450. You can also email us at info@naijacopy.com.

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