Does your client’s digital marketing process include website optimization? If it doesn’t, why not? After all, your client is spending all of those ad dollars primarily to get consumers to visit their website. If their website isn’t optimized, what was it all for? You and your clients work hard to get consumers to their websites. Don’t let a bad experience ruin everything.
Achieve Top Digital Marketing Process Results With Website Optimization
Website optimization makes all the difference when determining whether or not your client’s digital marketing process is a success. According to data from Contentsquare, compared to sites with lower activity, websites with higher visitor interaction activity experience:
- 19% higher conversion rate
- 20% lower bounce rates
Here’s what you should monitor to ensure your client’s website is optimized.
Creating a Positive Website Experience
According to Contentsquare, if your client’s website visitors spend the majority of their time on the site interacting with the pages, that indicates their website is optimized. The more productive clicks, swiping, scrolling, typing, etc. your client’s website visitors are doing, the better. Why? It indicates that consumers are motivated by what they see.
“Activity peaks when visitors are presented with choice and assortment,” says Contentsquare, “explaining why it’s typically highest on category pages and search pages.” This shows the importance of both search and category pages in websites. Consumers are invested in finding more information on what they saw and heard in your client’s ads. So, they’re searching for it on search and category pages. If you leave them to search without aid through each page of your client’s site, they may get frustrated and give up.
Providing plenty of useful information and pages to explore and click on on your client’s website is the key to keeping consumers engaged and happy. Make sure that every page on your client’s website has at least one clear call to action so the consumer doesn’t reach a dead end. Website engagement means a lower bounce rate and potentially higher sales. See why it’s an important part of the digital marketing process yet?
What Consumers Want to See
What do your client’s target customers want to see on your client’s website to keep them engaged? You can find that information on their audience profile on AudienceSCAN on AdMall by SalesFuel. Make sure you use that information to optimize your client’s site as a part of your digital marketing process.
Getting Rid of Website Frustrations
Now, clicks are usually good, but not always. They could be a sign of frustration. Rage clicks are when a visitor clicks on an element of your client’s website three or more times in less than two seconds. When they do that, it’s because what they’re trying to click on isn’t responding.
Rage clicks are just one of many frustration factors you and your client need to keep track of on your client’s site. According to Contentsquare, top frustration factors include:
- Slow Page Loads (pages that take more than three seconds to load): Impact 35.6% of all sessions
- Rage Clicks: 18.1%
- Multiple Button Clicks (clicking the same button three or more times): 6%
- Multiple Use Targets (when any element is clicked at least three times): 5.3%
- Multiple Field Clicks (when a field is clicked at least three times): 3.4%
- Low Page Activity: 1.2%
Overall, more than 36% of website visits cause frustration among consumers. That’s more than one in three. Don’t let your client’s web pages fall into that category.
Slow Page Loads
The progression and commonality of high digital speeds has helped shorten consumers’ attention spans, which makes slow page loads super frustrating. They expect web pages to load in less than a second. Every nanosecond over that increases the likelihood that they will bounce. Load times between one and two seconds result in a 46.5% bounce rate, according to Contentsquare. If it takes more than two seconds for a page to load, your client is in dangerous territory. Your client’s digital marketing process MUST include page loading optimization if they want to increase sales.
The majority of the other website frustrations have to do with consumers clicking the same thing multiple times. If you and your client track this activity, you’ll be alerted to broken links and slow page loading times. Fix these problems in order to optimize your client’s website.
Photo by Cut in A Moment