A recent article in Read Write Web revealed 87% Of Connected Consumers Prefer Websites & Mobile Sites Over Apps, which is fantastic news for digital strategists trying to manage budgets.

Rather than spending additional budget on applications we have the opportunity to really maximize the mobile browser experience. In fact, preference for mobile (smartphone or tablet) websites reveals the opportunity to design websites from mobile views out.

Designing and budgeting mobile-out also alleviates a few other traditional budget snags, such as:

Development, development, and more development
Designing from the mobile view out to bigger devices means considering development first. Rather than budgeting separetely for the website, the mobile browser, the application, the tablet… development can now be consolidated to one very flexible language. I recently worked on a new launch that did just that.

The website was built using HTML5 and WordPress. It’s flexibility is device agnostic –meaning budget was spared from needless spends accommodating infinite device sizes.

Over-done design
We designed the website to be viewed in the mobile browser, forcing a clean simplicity we may have otherwise not had. There’s little room for design-by-committee when real estate is constrained.

…Though I really shouldn’t use “constrained”; the smaller real estate challenges designers to think creatively to create a clean, usable interface.

Broken user experiences across platforms
One of the biggest complaints on mobile application reviews is inconsistency from the website. Users log onto apps expecting the same functionality the business website. When expectations are managed or met, an app’s review credibility can quickly suffer, rapidly deflating the return on investment.

From the above HTML5 and WordPress example: Rather than building for each device touchpoint, the digital platform we built was flexible enough to be consumed across user experience opportunities.

Poorly prioritized content
When you begin designing for mobile the simple real estate restriction forces you to prioritize what is most important to the user. Not only that, this means you have to make usability a top priority. And that’s fantastic.

It’s more important to strip out the extra details on the mobile browsing view and introduce “extras” when the user will benefit most.

Have you built mobile-out? How was your experience?

Or have you created budgets for this type of project? What did you like or not like about the approach?

Traffic investments load the funnel.
There is a lot of focus on increasing traffic to websites when assessing online marketing tactics. This is for good reason: Without website visitors, no one is there to make a purchase or learn what your business is all about.

Website traffic tools are sold most often (likely) because it’s the easiest non-invasive marketing influencer a third-party can offer. Website traffic tools include a wide range, from offline to online: billboards to pay-per-click to social media will all grab some amount of website traffic.

Conversion investments widen the mouth.
The forgotten focus is on website conversions. Conversions include sales, downloads, contact form completions–any specific business goal on a website. Conversions are influenced by a number of on and off website considerations, some examples: qualified traffic, website design, website usability, images.

There is an extremely high amount of permutations a visitor can navigate through in order to make it to the actual conversion. This is where the analytics nerds love to play, with exciting results. (There’s a fantastic example beginning on slide 15 of Google Analytics Decision Making.)

Too many companies get lazy about making design updates or testing out interfaces. I get it–it’s not easy. Website interfaces and design require a balance of science and art. And it’s not a set-it-and-forget-it process. What you’ll learn from the results, however, are worth every investment made.

Consider the following example chart.*

There’s a reason not to be lazy about making conversion rate investments. Even if the average transaction value of each conversion was only a dollar you can still see significant impact across the board. So why are so many companies only focusing on increasing website traffic?

Website traffic is a clear necessity for business growth. Just make sure you test out ways to improve conversion rates regularly.

*Please note: Conversion rates are often low percentages on average. Even incremental changes at tenths of a percentage can make a significant difference (depending on website volume). This chart was kept simple for illustrative purposes.

pandora advertising

Despite our love of social media and engagement-driven marketing, display advertising isn’t going anywhere fast.

Analysts and Google CEO Eric Schmidt are in agreement that (display advertising) is the next major cash cow for them, estimating that display will account for more than $1 billion in 2010.

And that’s okay. But it means we need to do it better.

I’ve often heard (and even thought) that if you build an exceptional web property/mobile app with a ton of users, advertising will be a sufficient revenue model. The fact is, (most) advertisers aren’t stupid. Traditional banners have lost a lot of their effectiveness. Here’s how Pandora is making it work.

1. Pandora offers experiential advertising. Instead of only offering pay-per-click models, Pandora draws users into the brand experience. Users can interact with the ads: scroll over special deals, play a funny video, launch a station… And it’s all in a way that doesn’t irritate the user.

2. It spans platforms. From unobtrusive ads at the bottom of mobile, to music-infused blurbs between songs, on up to stations customized to your brand, Pandora meets consumers where they want to connect.

Pandora is offered via web browsers or downloadable desktop apps. Pandora also offers free mobile apps across platforms to offer their services and, of course, advertisements.

3. Each advertisement has custom dimensions. Face it: Users are virtually unresponsive to your banner ad.

Generally speaking, Nielsen’s eye tracking research typically showed that there are no fixations within advertisements. And users don’t fixate with design elements that resemble ads. In the early years of display advertising on Web pages, people ignored ads because they were usually totally irrelevant. Not only that, most banner ads were as creative as you’d get from a box of crayons and a drawing pad. (Even worse when the animated gif arrived and everything had to flash off and on just because you could). Source

Sure Pandora ads show up in (generally) the same places, but the shape, size, feel, and experience of each ad created is crafted to allow the brand to interact with the user in a completely custom way. Bottom line: They don’t look like “ads.”

4. They empower advertisers to use a medium users are already familiar with. Instead of using never-heard-of songs to avoid copyright, Pandora has brands associating products with the songs users are already singing along to.

There is nothing new for the user to learn or retain. Rather, the user is now able to connect a brand to something they’re already opting into engaging with.

5. They’re targeting based on on-the-fly user inputs. This means the user experience is customized as the user customizes and experiences the website!

Case in point: Clicking the “thumbs up” on a party-themed hip hop song changed my ad from the Ford’s “Sales Event” to Barcardi’s “Color your summer.” Those of you who can’t see the correlation between party-themed hip hop and Barcardi are in serious need of a vacation or a college student.

Learn more about advertising on Pandora. No, I’m not a compensated blogger.
How are YOU using these trends to purchase or sell advertising?

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Ready to engage in conversations like this before they’re sent to the masses?

Business websites are meant to convert the traffic continually driven by our marketing investments. This means, after qualifying and convincing people to visit your website, we actually want them to do something once they arrive (make a purchase, complete a form, gather information, etc). Read more on conversion rates.

Getting to this point isn’t always easy. Achieving a good conversion rate starts at the very beginning:

All of these things come together to improve website conversion rates, but end up improving other website analytics as well! Done correctly, bounce rates decrease, reoccurring (or baseline) website traffic increases, average time on site increases or levels out, pages per visit may increase.

What am I missing? What other methods have you used to improve conversion rates?

Digital Mark means exposure, traffic, & brand love; but, most importantly, conversions, ROI, and bottom line increases. I’m currently working through creative agencies, supporting (or acting as) their digital team.

Official url: www.digitalmark.me (currently re-directs here)

Many have asked when the launch party is. I assure you we’ll get that on the books shortly. Stay tuned!

In the meantime, check out the business card mockups and let me know what you think. Screenshots include front and back. The difference? Highlight. Dislike both? Please comment with your suggestions. (It’s true: Your most difficult client will always be yourself!)

Click each image to enlarge.

Digital Mark Business Card sans highlight

Digital Mark Business Card with highlight

Businesses may create their websites for a variety of reasons. That said, it’s safe to say all should have one thing in mind: converting website traffic to increase their business. Conversion can mean sales, registrations or anything that contributes to business success. However, a site’s conversion rate is often an afterthought. Today you’re being challenged to take a peek beneath the cover of your website’s analytics and focus on this key aspect of your web presence.

First, answer the following questions about your business goals and write out your answers:

1. Identify your ideal target consumer:
   • List the words or phrases that are most important to the type of customer that will produce the highest dollar amount for you?
   • List the words or phrases that are most important to the type of customer that will be the easiest to convert?
2. What is the primary task that you would like this consumer to complete before leaving your website (register, purchase, subscribe, etc.)?
   • On what pages of your site is this task referenced
   • On what pages of your site is the task itself facilitated?
3. Describe and number steps that are required for the visitor to complete primary task on your site?

Next, take a look at your web traffic via Google Analytics and answer the following questions:

1. Where is the majority of your website traffic coming from?
   • Which websites are you receiving referring the most links from?
   • Which keywords are producing the most referring links?
2. Which pages produce your highest bounce rate?
   • If you have set goals in your Google Analytics account, which pages have the highest conversion rates?
3. Which pages on your website have the most views?
   • How much time are they spending on these pages?

Now, based on the above, answer the following questions, giving yourself 1 point for every “yes” answer:

1. Have you defined a primary task for visitors of the site?
2. Is your bounce rate highest on your home page?
3. Your bounce rate is NOT highest on any of the pages where the primary task of your customer is to be completed?
4. Does more than one page link to or directly reference the page(s) that facilitates your primary task (not including the global navigation)?
5. Your primary task does NOT require viewing more than one page or executing more than three steps?
6. Does the page (or pages) that facilitates your primary task have the highest conversion rate?
7. Is the page that facilitates your primary task third place or higher among the pages with the most number of views?
8. Are any of the pages that promote your primary task third place or higher in most amount of time spent per page?
9. Did your list of words or phrases match three or more of the top performing keywords from your Google Analytics report?
10. Are less than half of your top referring sites paid advertisers for your brand?

Now add up your score:
10 = Excellent. Your site is best configured to achieve your core business conversion goals. Keep monitoring it’s performance and be prepared to engage in a few periodic tweaks to maintain its effectiveness.

9 – 6 = Almost there. Your site is doing some things well, but there is definitely room for improvement. Put some thought into how your site is set up to engage your target customer and facilitate your primary task. Some professional advice would be helpful.

5 or less = There’s work to be done. Roll up your sleeves. Your site is missing a number of key elements to facilitate effective conversion. Consult a web professional to review your call-to-action, navigation and your core conversion goals.

A Few Things to Remember

Generally speaking, your bounce rate should be low — particularly on the pages where your visitor conversion takes place. While there are a number of valid exceptions to this (such as ads or links that reference other sites), in general, this would mean that when a user lands on a page within your site, instead of leaving your site after viewing that single page (a bounce), they complete the primary task (a conversion) and potentially view additional pages.

Look at the pages that receive the most views. How much content is on the page? How easy is it to find and interpret the important links? Content and navigation design combined equal the “user experience.” While your website may have much in the way of visual and textual information and functionality, it’s most likely an individual user will only focus on 20% of it. Therefore, it’s important to maximize the user experience and time spent on the site by focusing primarily on that which allows the user to consume information most critical to conversion. Essentially, make sure your conversion has a clear, easily accessed call-to-action.

While this is a simple analysis utilizing only data gleaned from a Google Analytics integration, perhaps it has yielded some interesting insights on your website’s effectiveness in addressing your business goals and market needs. Identifying such correlations are important to determine your site’s productivity and identify its strengths and weaknesses. A comprehensive assessment of your website’s performance is an integral part of your business’ digital strategy. Without a clear idea of where you are and where you need to go, it’s impossible to achieve any measurable results. If you are not currently measuring your site’s conversion, speak to your digital team and put those wheels into motion today.

Original guest post at Module’s Digital Conversation Blog