Whether on the radio, on television, in your social media or through the people around you, you’re constantly hearing about the pandemic and the prospects of economic recovery. I know that it’s a dark period for many of you—more so for some than for others. But I’d like to ask you something: why not take advantage of this opportunity to add a little pizazz to your web strategy? 🌈For more than a year now, the pandemic has forced us to reinvent ourselves!
There are always two options in life: to look at the positive side or look at the negative side. In this case, I’ve decided to look at the positive side of the present situation. Let’s face it: we’re not used to being stuck at home for long periods. So, let’s take advantage of this free time to analyze your web strategy. It goes without saying that we never take the necessary time to look at it in depth. But by doing so, you’ll enjoy short-, medium- and long-term benefits.
Table of contents
- Let’s analyze your website
- Let’s evaluate your website ranking
- Let’s talk about newsletters
- Let’s scrutinize your social media
- Let’s consider automation
- Let’s demystify remarketing
Make way for the review of your web marketing!
First of all, let’s lay our cards on the table and take an honest look at what’s working, what’s not working and what’s missing in your strategy. I’ve prepared a list of items, which I’ll go over with you point by point.
Might this be the time to integrate an online store? ➡️ If you don’t already have an online store… Obviously, it all depends on your line of business, but if an online store is a viable option for you, I urge you to give it some serious thought. A number of business owners decided to go digital in order to mitigate the closures of their brick and mortar locations, but unfortunately, some weren’t ready to take the plunge. It’s not exactly a news flash that we’re living in the age of online shopping. It might seem like a huge step, but again, I urge you to look at the positive side, as it’s a long-term investment that will provide you with additional revenue, even when your physical location is closed.
If you already have an online store, congratulations! ➡️ It’s a major milestone. So the next question is whether it’s as profitable as you’d like it to be? There are ways to make it more lucrative. You know as well as I do that you can send out promotions to your subscribers to prompt them to make an online order at a discount, but have you thought about implementing a strategy for recovering abandoned shopping carts? On average, nearly 70 percent of your potential customers abandon their carts without purchasing the items they’ve added. That’s no small number! So why not take a shot at recuperating them? Once again, it’s a strategy that will provide you with supplemental income over the long term.
I’m making a note to myself to reach out to you with another article regarding the various strategies you can use to increase conversion rates in your online store. Psst! Subscribe to our newsletter to have this article sent to you directly via email. 🙃
I imagine I’m not the first to tell you that it’s very important to have HTTPS in front of the URL of your website! Don’t forget that Google is the one in control, and if you want to appear in their search results, you’ll have to play by their rules. Some even say that, in the future, websites that aren’t secure won’t show up in Google search results. Do you really want that to happen to you? I don’t think so…
Important: once the change has been made, double-check to make sure that all of your HTTP pages have been redirected to their HTTPS equivalents.
I don’t know if you’re like me, but when I visit a website on my smartphone and the font is too small, the images don’t load and I have to zoom in and zoom out with my fingers to find what I’m looking for, it irritates me no end! And that’s too bad because I usually just end up leaving that website to look for the information elsewhere. Don’t turn your back on your potential customers. The fact is that more than 56 percent of all Google searches are initiated from mobile phones. You can find the specific percentage for your website by consulting Google Analytics. I also urge you to take the Mobile-Friendly Test provided by Google so you can find out just how compatible your website really is.
Along the same lines as the previous item, it’s also important for the pages of your website to load quickly. Think about it for a moment: are you one of those who would wait 10 seconds or longer for the page you want to see to appear or would you simply exit the website and go look elsewhere? I can already hear you saying that you’d leave the website rather than wait. And I understand completely! The best solution is for your website—as well as all your pages—to load in less than three seconds. Studies show that 57 percent of internet users will leave a website if it takes more than 3 seconds to display. This is vitally important, as I doubt that you’d want to lose a potential client on one out of every two visits. Are you curious about how your website performs? You can find out by using the Google Test My Site tool. So, how did you do?
I’ve already mentioned what’s important to know about the mobile version of your website, but you should also think about how easy it is to navigate, whether on a computer or a cell phone. You can analyze this by answering the questions below. Put yourself in the place of someone who isn’t familiar with your company:
- Is it easy to find your way around?
- Is there a menu with relevant tabs?
- Is all the right information in all the right places?
- Is the content up to date?
- Is the contact information visible at all times?
- Are there tasteful images representing the services offered?
- Is the quality of the images optimal?
In short, you need to put yourself in the shoes of an internet user browsing your website and make sure that the experience is pleasant.
Adding a live chat feature will prove to be very effective. Not only will it enrich the client experience by enabling users to get answers to their questions in real time, but it will also increase your website’s conversion rates. Live chat offers countless possibilities: you can use it to answer questions, schedule service appointments, sell products, offer promotional codes, and more. However, you should be absolutely certain that you want to implement this type of tool. Every day, there must be someone available to respond to customer inquiries; otherwise you’ll just end up frustrating your website users.
79 percent of consumers prefer live chat because they can get an instantaneous response.
For 41 percent of consumers, live chat is the preferred way to contact customer support or the post-sales support team.
You’ll see the results of this strategy and the monetary benefits it can provide in the short and medium terms.
The first important thing you should know when it comes to evaluating your website’s Google ranking is to avoid performing your searches using your usual browser. You know, Google uses your past searches to present the results that are most likely to interest you. Google already knows how much you appreciate your website (naturally!), so it will tend to appear higher in the search results than it normally would. That will give you the false impression that it has a high ranking, when in reality it only does on your computer. So how do you get accurate information? I suggest that you open a new private browsing window and perform the searches you would normally perform to find a company like yours. Are you on the first page of the Google search results? How about for certain keywords? No? Then it’s time to fix the problem by contacting an agency that can help you see the matter more clearly. It’s a long and drawn-out task that requires some technical expertise, but in the long run, it will pay off in spades.
I don’t know about you, but I’m signed up with a whole host of different newsletters. You may be thinking that perhaps it’s just because I work in an internet-related field. But no! The truth is that I love getting exclusive information—whether promotions, blog entries, videos, tutorials, post-sales follow-up or whatever—directly in my email inbox. Newsletters are not only a great way of converting your prospects into customers but also a great way of increasing the loyalty of the customers you already have. Before implementing this strategy, you just have to reflect on the objective you want to achieve. And don’t forget that consistency is the key to success! Don’t start sending out newsletters if you don’t plan on sending them out regularly.
A little tip: it would be a good strategy to offer your clients something free for subscribing to your newsletter. A bonus like an online course, a virtual conference, a free evaluation or something else of the sort is sure to increase your conversion rates.
Facebook, Instagram, Pinterest, YouTube, LinkedIn, etc. You should never underestimate the power of social media. In fact, you can use social media to aid you in a number of different strategies, including the following:
- Improving your brand recognition and awareness
- Increasing your customer loyalty
- Acquiring new clients
Depending on your objectives, you can distribute ready-made content or even engage in targeted advertising. I invite you to read one of our articles that go into more depth on the topic: comment tirer profit des médias sociaux pour une entreprise? (How companies can take advantage of social media), currently available in French.
Another little tip: right now, we’re noticing a higher rate of response and comments on the material posted by our clients that are partially open (such as restaurants offering delivery service, shops offering contact-free service, etc.) As I’ve already mentioned, you just have to adapt your strategy. Now’s the ideal time to thank your loyal clients and employees, to share online publicity related to local purchasing (which is currently a huge trend), to share videos like “How to color your hair yourself, almost as well as a salon,” including free delivery of your products, or even to create a Facebook Shop to sell some of your products if your website doesn’t have an online store. In short, the possibilities are nearly infinite!
Have you already thought about automating some of your organization’s processes to improve your bottom line? For example, on your website, why not include a downloadable guide or coupon that visitors can access by leaving their contact information? That way, you can build a database of potential customers. But don’t stop there! You’ll have to come up with a strategy. In other words, once you’ve gathered their information, you’ll need to send them relevant content via email. This shouldn’t be just one email, but rather a series of three or four in order to convert them into customers. If this initial series doesn’t work, you can always try again later using a different content strategy.
You can also use automation to email clients a satisfaction survey once they’ve purchased a product or service from you. Along these same lines, you could send them an upsell email to perhaps interest them in another product or service that would complement the one they’ve already purchased. There are endless possibilities, so unfortunately, I can’t include all of them here or give you more specific ideas without having further information on your company.
You’ve undoubtedly noticed that certain websites tend to magically reappear right before your eyes once you’ve visited them. They’re displayed all over the place—in advertising on Facebook, Instagram and even your email service. These are known as “remarketing campaigns.” Sometimes, you’ll give in to the temptation to make a purchase, especially if the advertisement is intriguing. Other times, you won’t. The success of the strategy is highly dependent on the visual appeal of the ad and the perceived value of the proposed offer. This remarketing method involves targeting all of the people who’ve visited your website during the past 90 days. You can choose to target them according to a precise strategy, for example, to increase web traffic, sales, conversions, brand awareness, subscriptions to your newsletter, etc. I’ll let you in on a little secret: to find the best possible solution, you must do A/B testing.
I know that this is a long article, so I’ve prepared a little analysis tool for you, which you can download here. That way, you can check the boxes as you achieve each one of the goals. I wish you a speedy economic recovery and hope you won’t hesitate to contact us if you have any questions or comments!