Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

Website Demographics

What are Website demographics?

Web professionals should know marketing terms:

• Demographics – Objective and measurable data on the user.
• Geographic – Location and what their location means.
• Psychographics – Approaches, opinions and thoughts that are not measurable.

Understand where your users fit in these areas and then tailor the Website to meet what is important to them. The better the site hits the bulls eye, the better the results.

What is important to know about Website demographics?

• They drive the brand, conversions, ROI and the overall success of the Website
• This data can be found in Web stats and through market research with users.
• The better aligned with your demographics, the better your overall Web results.
• Position the site to push hot buttons and drive conversions.

How do you go about understanding these marketing areas?

• You may need additional marketing training.
• Most Website developers have no understanding of how marketing and branding works.
• Marketing is not a hobby or something learned by instinct.
• In a tough economy, businesses with poor marketing suffer the worst.

Every part of your Website can impact these three demographic areas

• Every photo, color, font and tagline and every other part of your Website communicates to your demographic.
• The better this is understood the better your return or Web marketing ROI.
• Also, how well does your site target the user through design and usability?

Key action items

• Look at your stats and conduct user testing to research your demographics.
• Consult a brand expert and usability consultant to make sure you are on track.
• Set-up your Website design and messaging to meet those specific demographic needs.
• Study marketing and branding fundamentals and apply them to your Website.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 Website Demographics [14:06m]: Play Now | Play in Popup | Download

Add comment February 10th, 2010

Maximize eCommerce Sales

Here are a few things to consider to be successful selling products on the Web.

First have a great product or service, good marketing strategy, strong brand and a fair budget or plenty of time for Web marketing, including development, design and driving traffic.

1. Start by getting inside the head of the Web Visitor

• Why do users buy your product?
• How do they use the product?
• What do they tell their friends and family about your product?
• Look at what they do, more than what they say.
• Help the Web visitor meet their needs on your eCommerce site.

2. Navigation and Search

• Starts with the user connection with and branding on the home page.
• Communicate that the site is easy to use.
• Use a clear tagline and product photos on the home page.
• Develop consistent navigation menus and overall search capabilities.

3. Product Presentation

• Simple and clear product presentations.
• Great photos with bullet point details and lots of back-up copy.
• Clear pricing, including shipping options.
• Easy to see “Buy Now” buttons.
• Multiple contact methods.

What about the actual buying experience?

This is where conversion rates and sales can really be improved.

• One click to BUY and send shopper to the shopping cart.
• Give the option of registration or purchase without registration.
• Don’t force the pre-selection of menu items prior to purchase.
• Keep shipping fair and free as much as possible.
• Follow the expected standards for Web eCommerce.
• Drive repeat visits to your Website and use email to spark a purchase.
• Many people research thoroughly and consider more options.

Key action items

• Set a thorough process for tracking stats and usability on your eCommerce site.
• Don’t copy another site because you like it, do what helps users and drives conversions
• Realize that an eCommerce Web store is always under construction and being improved upon and set-up systems to do that.
• When in doubt, make things more simple.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

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Add comment February 3rd, 2010

How to Bring a Brand Back to Life on the Web

A great question is posed by one of our Podcast listeners: “How to Bring a Brand Back to Life on the Web.” Simona from Milan Italy wants to know how to revitalize a brand through the Internet with a minimum investment. She gave the example of cookie maker Lazzaroni (www.lazzaroni-ita.com).

If your company has history and many loyal customers, then bringing a brand back to life on the Web is a great opportunity to build on that history and drive growth once again.

Here are a few steps to bring a brand back to life on the Web:

• Cover the basics of Web marketing first.
• Time and legacy can be the most valuable parts of the online brand.
• Know the trends in the industry.
• Get back to the basis of branding and positioning 101.
• Website branding and messaging supports all marketing efforts.
• Understand the changing market place (get research done).
• What remains in the old brand and what should change?
• Tap into social networks, like FaceBook and Twitter.

Can all this be done in a cost effective manner?

• Yes, if you are smart with your research budgets and time.
• It will take time, but not always money.
• User testing is a great cost effective research tool.
• The challenge will be getting the right people and brains on this project.
• Take a look at the Wonder Wheel and Timeline in Google search results.

What are the key action items for the listener?

• Look at your stats and conduct user testing to research the new marketplace.
• Use WordTracker and Google tools to research the online markets.
• Talk to new target markets and conduct consumer research.
• Expand geographically and across demographics.
• Tap into social networks and get feedback on the brand.

 

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Add comment January 5th, 2010

Avoid Developing a Generic Website

December 2009
What is a generic Website?

• The Website’s only tagline is “Welcome to our Website”
• The Website does not communicate well online
• It does not add value or special insights
• There is nothing unique offered by the site
• The site is an online brochure and NOT dynamic
• It has a high bounce rate

What are few pointers on making the site unique and engaging?

• What works offline should be translated online
• High-level branding and management staff should be involved in the Website messaging and marketing
• A clear direct tagline and /or slogan is needed on every Website
• A well-defined understanding of the target market is critical
• The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

• Avoid clip art with no messaging
• Use real people with captions in photos and graphics
• Focus on real product photos with as much detail as possible
• Use optional video, slides Flash and other media to tell the story

What are the key action items for the listener?

What makes your business unique and special? Add those benefits to your Website
• Evaluate your Website from the target market’s point of view
• Use clear direct taglines and messaging
• Use dynamic, but unique photography and media with captions and messaging
• Offer product views and descriptions not offered anywhere else on the Web
• Make it very easy to contact your company
• Get feedback through user testing

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

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Add comment December 14th, 2009

The “About Us” Page

How should a company talk about themselves on their Website?

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 About Us Page [12:32m]: Play Now | Play in Popup | Download

Add comment October 27th, 2009