Website Design Factors – Helping Your Site Get Found
In this article we will look at website design factors considering search behaviour and we start with “Keywords” . These fall into four categories
- High frequency but low intent – i.e. popular but vague keywords – metric = click with calculated metrics being Click Through Rate
- Low frequency but high intent – i.e. rare but specific keywords – metric = conversions with calculated metrics being Conversion Rate
- Long tail – i.e. specific terms of three to four words (possibly more) – metric = No clicks with calculated metrics being Consumption Rate
- Unicorns – i.e. queries that happen once in a given time-frame – metric = Position with calculated metrics being Negative Click Through Rate
Improve Your Website Performance Today
High Frequency Low Intent Keywords
These are typically at the top of the funnel in search behaviour. User intent isnt specific they are looking for information, ideas, knowledge, type selection, familiarity, definitions, topic reviews etc . Example queries could be Scooters, Universities, Android Phones, Vietnam, DVD’s, Politics etc
Low Frequency High Intent Keywords
With these there is no ambiguity in the searchers intent. The user is looking to to
- Take a specific action
- View a specific thing
- Learn a specific thing
- Often looking for list based content that provides answers to a specific question
Below are listed some example website search queries
Measuring Search Behaviour
Click Through Rate (CTR) is a great way to measure the overall success of your on-site search. CTR in on-site search measures clicks from Search Engine Results Pages (SERP). Sometimes you might see a CTR on a keyword greater than 100%, if so this means that the user has opened up links in new tabs.
Conversion Rate versus Consumption Rate
Conversions: a quantifiable action is taken / made, examples of conversions include purchases, sign-ups, downloads etc (note always a binary action). Consumptions: a qualitative measurement of content. It’s a spectrum that measures how much of the content has been consumed
When SERPS Fail
It is to be anticipated that searches will fail and your site visitors will look for strange things so you need to help them out. Giving users a way to refine , tips to search again, a place for feedback will improve the search experience. Users without assistance re-searched 33% whereas those with assistance researched 59%.
For example: Your Search for “Marketing Silver Bullet” did not match any products or services. Try something like using more general terms or check your spelling. Additionally add a search feedback area; Did you find what you were looking for Yes / No . If know contact our information team – failure means you can ask for more information.
Website SERPS – What makes a good test – Watch These Metrics
- CTR – Does the experimental group have a higher CTR – which could imply increased value
- Conversion rate – are there more purchases or other conversion events
- Accessed content – Does more content get viewed after a search is performed
- Refinements – Do people perform less searches after an initial search
- Mobile – Is there a significant difference in these metrics from mobile devices
Search – Make A Plan
Make a “search” change every month, measure it and repeat this should follow the following
- Change the snippet
- Change the SERP design
- Add contextual information
- Measure, Measure and Measure – Don’t forget, mobile is unique
- Measure the time from query to conversion
- Create conversion events for content
- Test UI Changes in SERP (pictures, schemes, fonts, colours)
- Create search oriented microdata into content
- Use personalisation and other data to bias results
- Integrate search data in CMS
- Some tools that may be suitable for onsite search
- Swiftype – https://lp.swiftype.com
- Apache Solr – https://www.searchtechnologies.com
- Amazon Cloudsearch – https://aws.amazon.com/cloudsearch
- Coveo – https://www.coveo.com
- Searchblox software – https://www.searchblox.com/
- Lucidworks – https://lucidworks.com/
FREE Website Performance Check
- Speed plays an important part in website performance how well does yours perform on desktop and mobile?
- Is your site mobile responsive if not how many customers are you losing?
- Is your site HTTPS?
- With GDPR in place is your site legally compliant?
- Find out about loads more website performance issues
Website Design Peterborough Getting Your Site To Perform?
Does your existing website fit into any of the following categories
- Every time you want to make even the simplest of changes you have to contact your existing web site developer
- When you view the website on a mobile device ( mobile phone) the site does not display correctly, and/or is very difficult to use i.e. buttons to close together, very small text
- You haven’t added any new content to the website for some time (perhaps since the site was first built)
- You have no idea of what level of enquiries your website is producing
- Your website isn’t designed to capture interested visitor information
- You website is essentially a glorified brochure and doesn’t help you convert enquiries convert to sales
- Your website only achieves a minimal level of website traffic and you believe there is organic and paid traffic available
- The design of the website is now dated and the website doesn’t inspire confidence
Website Design Peterborough – Designing and Building Websites That Look Good and Lead To Conversions
If you are looking for a new website or your existing site is in need of refresh please contact Andrew Goode on 01733 361729 for a chat on how we can increase your sales. To see examples of successful Web Design Peterborough website projects completed for clients click here.
If you would like more information on web design projects we have created a FREE report “Find Out If Your Website Is Failing” which covers critical website design issues including
- Where to put your websites best content
- How well does your website work on mobile devices
- The opportunities and issues of calls to action within a website
- Making design changes based of quantifiable measures rather than just hope
- The quality of content within the site
- Plus more
Video Marketing – 5 Top Tips For Success
Marketing is very subjective and there are numerous ways to approach it. We firmly believe that within marketing understanding the end destination and objectives is the key element.
With the improvements in broadband, the ease of distribution and the millennial generation video has become an increasingly popular, but video can be a very ineffective marketing tool .
In this article we will look at 5 tips to help you be more successful in video marketing
Video Marketing Tip #1 – Start with the end in mind
Ask your self why do you want a video?
What will the video contain
- The classic “who, what, where, when, why and how”
So to achieve this you firstly need to develop a very tight brief
Video Marketing Tip #2 – Adapt to your audience
Lets consider two distinct audiences “Youths” versus “Mum’s with Babies”
Both buy Soft drinks, shoes and clothes – but the group personas are very different. Therefore customer insights should drive the very specific content, with a campaign to suit the very specific market.
What we are looking to achieve is “That video doesn’t resonate with me is fine – you are not the audience”
Video Marketing Tip #3 – Define Success Measures
What are the results / outcomes that we are looking to achieve from the video
- Viewer attention
- Viewer retention
- Viewer count
- We are looking to identify business impacts
Video Marketing Tip #4 – Forward plan distribution
- How are you going to get eyeballs on your video
- If it doesn’t get seen how will it work (perform)
- Video for Twitter and Linked In should be different to Video for Facebook
- Budget 7: 1 for Video against advertising i.e. £1000 advert equates to £7,000 video spend
Thought – when was the last time you read 30 seconds of a PDF and were moved to tears – there are great examples of 30 second videos that have impact
Video Marketing Tip #5 – Viewer experience
- 25 years ago we had Television as the media to watch moving images and audio
- Now you can watch video anywhere, at any time
- Many watch video without sound i.e. mobile on Facebook (so having written text on screen is critical )
- B2C consumers watch majority of video on mobile
- B2B purchasers on desktop but with no speakers
- The device , screen size, connection quality, ,sound quality, digital context (can easily take the viewer elsewhere)
Website Design Factors
If you would like to know more about Website Design Factors contact Andrew Goode MBA, MSc, FCIM Click here to arrange a call
Other articles linked with marketing metrics that may provide additional insight. Marketing metrics and analytics, marketing ROI Planning , marketing revenue analytics and Marketing Measurement Metrics