When a business asks “how do we get more site traffic?” or “how do we earn more sales?” it is marketing that provides the answer.
Marketing is the process a business takes to promote its products or services.
I created this checklist to provide potent marketing tactics your business can use to solve your promotional problems and challenges. This list should be a starting place, onzepagina giving you ideas and suggestions that start you on a journey toward marketing success.
Site and App Performance
Your online marketing efforts need a hub, a central point from which all of your promotions are derived and to which all traffic and leads are directed. For most businesses — especially ecommerce businesses — the hub is a website or app.
1. Design for mobile. Consumer-facing businesses and even B2B companies need to look no further than an analytics report to know that a majority of visitors are using mobile devices. Nearly 80 percent of Americans own an internet-enabled mobile device.
This percentage can be higher for some groups. For example, 89 percent of American adults age 30 to 49 have a smartphone, and 94 percent of Americans age 18 to 29 have smartphones.
What’s more, 20 percent of Americans only access the internet from a mobile device. That means that one in five consumers don’t use a desktop or laptop computer at all. The only way your business can reach them is via the mobile web.
Design for mobile first. Then use responsive layouts to produce a functional website or app on any screen.
2. Build accelerated mobile pages. The project behind accelerated mobile pages aims to help web pages load almost instantly. Using a set of guidelines, components, and other techniques, AMPs turn on, if you will, like a light switch.
Your mobile customers will appreciate the performance, and so will Google, which may display accelerated mobile pages in a special AMP carousel. So your site could appear above your competitors in search results.
3. Make it a progressive web app. While you are focused on mobile-first design — including an AMP — you may as well make your site a progressive web app.
PWAs use application programming interfaces such as service workers (background scripts to support offline activity) and push notifications to give your site visitors a mobile experience similar to a native mobile app. You can even place an icon on a visitor’s mobile home screen with your PWA.
4. Use Lighthouse. Google’s Lighthouse is a free, open-source, and automated website monitoring tool. It can be set up to run from a server, and it is built into current versions of Google’s Chrome web browser. Lighthouse tests a page for performance and compliance with optimal practices and requirements.
A Lighthouse audit will provide five categories of feedback.
Performance. A zero to 100 ranking of how quickly your site loads and how quickly key elements become available to users on mobile. This audit is based on several data points, including when the first elements appear and when the page becomes interactive.
Progressive web app. Based on the PWA basic checklist, Lighthouse looks at your site’s level of completeness. Google emphasizes PWAs because they improve mobile performance. They may boost search engine rankings, too.
Accessibility. This score is a weighted average of about 35 accessibility traits. Accessibility is one of the most important things online businesses can monitor, so it is very helpful to have this built in. It’s worth mentioning that not providing an accessible site might be illegal.
Best practices. Checks for the use of current web development best practices like HTTP/2.
Search engine optimization. Audits nine SEO basics. This is significantly less thorough than some third-party SEO audit tools or extensions, but it can still help.
Try to optimize your site until you get perfect scores in each Lighthouse category.
After you have a high-performance hub, you need a set of measurement tools to help monitor site or app traffic and track your marketing performance.
5. Use analytics. The term “analytics” describes the discovery and interpretation of data. For your website or app, understand how customers arrive and interact.
Identify key performance indicators your analytics software can track. For example, if you use Google Analytics, you might monitor how much of your site traffic comes from organic search to learn how your SEO efforts are progressing. Or you could analyze traffic coming from online ads.
You might also monitor bounce rate as a possible indicator of how well your content is resonating with visitors. Or compare the bounce rate for users on mobile versus desktop devices to ensure your mobile-first design is effective.
Your analytics tools will help you understand how well your marketing is working and how your business is growing.
6. Set up goal and conversion tracking. Google Analytics and similar tools allow you to create goal and conversion tracking. Conversions can be anything from newsletter subscriptions and landing page visits to an ecommerce transaction.
Since goals and conversions will be the endgame for many of your marketing activities, having a tool to measure them is vital.
7. Monitor promotional campaigns. Analytics software, such as the aforementioned Google Analytics, can be integrated with Google Ads and other digital advertising platforms and tools.
When you monitor promotional campaigns in the same analytics tools you use for site traffic and SEO, you can get an overall view of how your web marketing is performing.
8. Track sales. Ecommerce businesses must track sales. These reports may be built into an ecommerce platform, but there are also third-party sales and retail tracking tools available. Monitor sales trends, shipping costs, and profits.
You may see a pattern in the early items on this checklist. They are all focused on preparing your company’s website or app for success before you invest in driving site traffic.
Your site may only have one chance to make a good impression with a visitor. Make the most of that impression. In this next section, you’ll find suggestions for optimizing for conversions.
9. A/B test call-to-action and buy buttons. Use A/B or multivariate testing for all important conversion steps on your site or app. This should include testing buy buttons on product detail or category pages. It should also include buttons on shopping cart and checkout pages.
You want to understand how everything from free shipping offers to content to button placement impacts your site or app’s ability to convert browsers into buyers. A/B testing allows you to learn what your site visitors — potential customers — like and respond to. You can challenge some of your assumptions and get real data.
In each case, choose a single variable to test. Pit your current version against a challenger and learn which version converts better.
10. Test and optimize site or app search. Depending on the survey, somewhere between 40 and 60 percent of ecommerce visitors will navigate via site search. So you’ll want to optimize it.
Check site search for response accuracy. Is the search returning the best results for popular queries? Are the search results in the best order for conversion? Are you providing enough information in the results for shoppers to make a buying decision? Search results should lead a shopper to products and help encourage a purchase.
Also, optimize for synonyms and misspellings. Don’t let a typo cost your business a sale.
11. Test and optimize product presentation. In a 2015 blog post, Optimizely, the testing platform, briefly described how online lingerie retailer Adore Me tested nearly every aspect of product presentation, including the models it used in its product photography and how those models were posed.
“According to internal research, a slight change in the model’s position, such as shifting from a hand on the hip to a hand on the head, can double sales.”
Using an A/B testing strategy, optimize product images, headlines, and product detail page layout.
12. Use live chat. Live chat gives site visitors easy and fast access to customer service. If you did nothing else, answering a visitor’s questions immediately will improve your company’s conversion rates. But live chat can also be a reliable source of optimization feedback.
As your customer service agents chat, they should track the locations on the site where shoppers had difficulty navigating or proceeding. Once identified, remove or improve these trouble spots to make buying easier.
13. Use a Net Promoter survey. Your business’s Net Promoter Score may be the single best measure of overall performance. And improving it may be your most important conversion optimization task.
Net Promoter Score is a simple-to-understand customer loyalty indicator closely associated with sales and profit growth. Online sellers can use this metric and associated customer interactions to improve customer service, encourage loyalty, and increase growth.
A Net Promoter survey will ask one important question:
How likely would you recommend our [company, product, or service] to a friend or colleague?
The answer is measured on a scale of zero to 10. A zero represents “very unlikely” (or “not at all likely”). A 10 is “extremely likely.”
Respondents are divided into three categories.
Promoters (score 9-10) are consumers who are extremely likely to recommend your company. They will buy from your business and encourage others, too.
Passives (score 7-8) are satisfied customers, but uncommitted and unenthusiastic. These folks may buy from a competitor.
Detractors (score 0-6) are unhappy customers who may hurt your business’s reputation and impede growth.
To calculate your company’s Net Promoter Score, subtract the percentage of Detractors from the percentage of Promoters for a given period. The result is expressed as a whole number, not a percentage.
When you improve your company’s Net Promoter Score, you improve your business.
Search Engine Optimization
Search engine optimization is the act of communicating a page’s purpose and relevance in a way that helps search engines index the page and understand when it should be presented to searchers.
14. Write engaging page titles. Write a descriptive, accurate, and engaging title for each page on your site. The title should be meaningful for site visitors and explanatory for search engines.
“The title tag is typically the most weighted on-page element, so it’s important that you optimize it correctly,” said SEO practitioner Greg Gifford in a lecture from SEMrush Academy’s SEO Fundamentals Course.
“Skip the old school tactic of ‘keyword phrase bar keyword phrase two bar keyword phrase three.’ Remember, this is going to be your blue link in the SERP – you need to write something interesting that will entice people to click through to your site.’
Think of the tag like as an advertising headline. It will not only help your page rank in search engines, but it can also encourage someone to click when it does appear on a search engine results page.
15. Write traffic-generating meta descriptions. The meta description tag found in the head section of an HTML web page may no longer have an impact on how search engines rank your page. But the description can still appear on a search result page.
Google and other search engines include descriptive text below the link to a page for each result. This descriptive text can come directly from your page content or, in most cases, it is simply the meta description.
When you write a meta description, be brief. Try to keep it about 160 characters. Use active verbs. Don’t be afraid to start the description with a word like “shop” or “try.” Include a call to action, even asking potential customers to buy. And don’t forget to use important keyword phrases that answer the search query.