Archive for the ‘mobile browsing’ Category

Case Study: How a Landing Page Rescue Fixed a Leaking Sales Funnel!

June 20th, 2018 by Cameron Collins

fix leaking sales funnelAccording to Wikipedia1, people in sales and marketing positions have been talking about sales funnels since the 1920s. The sale of many products and services involve a lead time from investigation through to purchase. Having a certain number of leads at each stage of the sales funnel or customer journey is frequently used as a lead indicator of your likely sales volume at a point in the future. Marketing attempts to ensure that people entering an organisation’s sales funnel have a certain problem they are trying to solve or need that must be met, and that are aware that solutions to these problems exist. The organisation then attempts to guide the prospective purchasers through their process of research, interaction with the sales team, competitor evaluation and ultimately the purchase of that organisation’s products/services.

A well-managed sales funnel perpetuates interaction with the individuals even after they become clients. Client’s evaluations of the company, employee performance, products and services are ongoing. The sales process should nurture and support clients, leading to repurchase, renewal of contracts and referrals, that is, back to the top of the funnel.

Unfortunately, in practice not all leads will emerge from the bottom of the funnel as clients. Even the best companies will lose a few leads along the way. Astute marketers will be constantly seeking to identify and improve all interactions down through the sales funnel and seek ways to fix common leaks. Improving the efficiency of their sales funnel ranks as the second highest sales priority after closing more deals2.

The Graffiti Eaters is an example of a company who understood the benefits of a sales funnel but knew theirs was leaking somewhere along the way. They came to us with an existing website, Google AdWords campaign, and frequent blog and social media content to target prospects in the early stages of the sales funnel. Relationships with existing clients were maintained through blog and social media content as well as more personalised email newsletters.

After analysing the entire cycle, it became clear that the hole in this funnel was the website. We were able to drive significant traffic to the website of people who were looking to purchase their services via first page ranks in Google search results for relevant search terms. We were able to ensure the Google AdWords ads were displayed above organic search results. We were also able to encourage relevant traffic to click on the ads. However, once traffic reached a landing page of the website, much of the traffic did not continue on through the sales funnel. Potential clients were lost and there was little to show for the advertising expenditure.

Landing pages play a key role in paid ad campaigns; they support the ad with more detailed content, and help the prospect to take action and interact with the vendor. After clicking on an ad, visitors should be directed to a page that provides a clear, specific solution to their problem in a tone and style suitable for the audience type. Once the visitor has interpreted the key messages, that visitor should be guided on how to act on this information. A clear, yet tasteful ‘call-to-action’, such as a form for requesting a quote, a booking form, a request further contact link or the option to make a purchase.

After analysing The Graffiti Eaters website, we found that the landing page provided an unsatisfactory user experience and had significant room for improvement (see image below).

leaking sales funnel

A cluttered appearance, with excessive text, images and animations grouped close together made it difficult for visitors to find the key information. Style inconsistencies throughout the navigation, headings and text provided a substandard appearance which wasn’t appropriate for the predominantly B2B audience. The call-to-action comprising 3 different options was confusing, and on mobile devices, it was only visible by scrolling to the bottom of a very long page.

We analysed the top performing websites in graffiti removal and similar industries which target the same audience. A design was selected which overcame the aforementioned issues (see image below or visit www.graffitieaters.com.au/graffitiremoval/).

leaking funnel

The text was simplified to demonstrate the key points that owners and managers of commercial properties are looking for when seeking a professional graffiti removal service. A video was provided for those who are prepared to spend more time on the page.

We provided a clear call-to-action via the ‘Get it Off Now’ button which leads to a simple form, handling both bookings and quote requests. This button is part of a sticky header, which stays in view while the visitor scrolls down the page. A second button was placed towards the bottom of the page with the label ‘Request a Quote’.

The mobile number listed in the sticky header features click-to-call functionality when viewed on mobile devices. This enables visitors to click on the number and automatically call head office. As with the booking/quote request form interactions, this is linked to AdWords conversion tracking so that we can monitor the number of leads the ads provide.

These changes are part of an overall re-design of the website which is now clean, modern and user-friendly on desktop, tablet and mobile devices, while retaining The Graffiti Eaters unique branding elements.

We reviewed the results of the AdWords Graffiti Removal ad group during April 2018 and compared it with April 2017 when the previous website was in use. The landing page gained an astonishing 242.85% more leads in April 2018 than in April 2017.

To put this into perspective, we compared the conversion rate of the Graffiti Removal Ad Group in April 2018 with global averages for AdWords campaigns across all industries3.

blog-landing-page-rescue-statistics

The campaign for The Graffiti Eaters achieved more than double the global industry average for conversions and more than triple the conversions gained from the previous website. Not only is the client receiving more leads, they are receiving far greater return on their investment.

The effect of the new design was felt throughout the website, with the number of quotes completed increasing by 44.95% and the number of new clients generated increasing by 25.53%. A great result!

The Graffiti Eaters are one of many clients we are proud to have assisted with Google AdWords management (PPC), website design, and sales funnel optimisation.

Contact us to discuss how you can increase sales by optimising your digital marketing.

1 https://en.wikipedia.org/wiki/Purchase_funnel

2 HubSpot

3 WordStream

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Reach Mobile Melbournians billboard

June 27th, 2015 by Heather Maloney

After passing the billboard on the Westgate freeway several times, I just had to know what the advertising was all about. I mean … a Google search box containing the search phrase “reach mobile Melbournians” had to be somehow relevant to the endeavours of Contact Point!

So I grabbed my mobile phone (hubby was driving so that presented no problem) and typed in the search term “reach mobile melbournians” only to find a collection of random unrelated search results for page after page. Very frustrating! I am fairly of-fey with searching, having been involved in search engine optimisation since it began, so I continued on regardless to find what the billboard was all about. I refined my search to ‘reach mobile Melbournians billboard’ and was fortunate enough to get to the right place. The answer? A big new digital billboard coming into Melbourne City. So the ‘mobile’ in those search terms referred to people on their feet (rather than on a mobile device), and the Melbournians was actually people visiting the heart of the city of Melbourne.

Actually, to be completely honest, this was the second I had searched for this search term – the first time, after passing the sign at a pretty good speed, I searched for ‘reach mobile Melburnians’ because I thought that was how it was spelled.

Today I was glad to have my curiosity satisfied, however it struck me that the effort I was prepared to put in so that I could find the answer to the burning question raised by the billboard surely wouldn’t be the norm, and therefore the cost of that billboard wasn’t capitalised on with a complementary search engine marketing campaign.

If Contact Point had been engaged to assist the promoter we would have recommended the following:

  1. Write an article or two like this, explaining the meaning of the billboard advertising, and publishing the blog a day before or on the day that the billboard ad appeared.
  2. Ensure that the blog was well optimised for the search engines.
  3. Include a custom, short URL in the billboard to help the curious find it.
  4. Use social media simultaneously on the launch day or just before, to talk about the billboard, pointing to the explanatory webpage, and using useful hash tags to help searchers find it (eg multiple spellings of words if necessary)
  5. Once the billboard was actually out in the public, take a video of it and post that on the company YouTube account, including appropriate hash tags and including a URL that points back to the landing page on the website.

There’s more you could do if you have budget, but all of the above could be done for very little cost and effort, making it much easier for me to solve my burning question. That’s my two cents worth!

We love helping businesses to grow using technology, so if you are planning to reach mobile Melbournians or Melburnians for that matter, especially through search engines or through the use of mobile apps or a mobile responsive website, feel free to get in touch.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

The impact of mobile browsing and mobile apps on website design trends

July 22nd, 2014 by Vincent Lai

With one in every five people in the world now holding a smartphone and one in seventeen owning a tablet, it’s easy to understand why website design has become immersed in catering for a wide range of device screens, and in fact why current digital design trends are being heavily influenced by the prevalence of mobile browsing. The mobile revolution brought with it the concept of the mobile app: the pocket sized utility that can do so much more than a website can, with access to the GPS, camera and other phone capabilities including the iPhone’s accelerometer and touch screen interactions. We now have apps for mapping, cooking, education, and entertainment. We even have apps that can control mini quadcopters that fly through the sky at your whim.

So how has mobile technology influenced digital design?

If you use your phone to view the Facebook website, in the top left or top right corner you will now see a very familiar icon, the menu button. Not long ago 3 horizontal lines meant nothing to most people, but now it is synonymous with opening up a navigation menu. Collapsing horizontal and vertical menus up into a single icon is a intelligent way to give visitors access to many pages, but take up the least amount of screen real estate. Many of our responsive website designs utilise this familiar icon, including inner pages of the Contact Point website when viewed on a smaller screen.
menu_icon

Another interesting design trend you might notice lately is the appearance of bold iconography. Many buttons, links, images and even logos, are now being simplified down to basic geometry, and cleverly illustrated symbols. Apart from being aesthetically pleasing, the main reason for this trend is simply to make life easier for mobile device browsing. Touch screen devices require pressing, swiping and other ‘gestures’ with your fingers to interact with the website or app. Using fingers is much less accurate than using a mouse and pointer. Large and simple icons and buttons are now ruling the way we browse because they are simply easier to press with a finger. They also grab our attention on the screen, no matter what size the screen.

In addition, apps have brought with them a range of standard icons that are used to achieve the same sorts of tasks across any website or app. The ‘settings’ icon is a good example of this. The image below shows the settings icon on Android, Windows and Apple devices. The commonality of the icons is obvious.
SettingIcons

Parallax scrolling, which I have posted about before, is also intermingling with mobile behaviours such as the appearance of new content at the bottom of the screen, triggered by swiping upwards to reveal more content. The ‘more content’ is only brought down from the web server when you “ask” for it via your touch gesture, making the initial content load faster, and also making the content feel more interactive. This behaviour is now appearing more in websites, including shopping cart sites containing many products per category.

The introduction of high definition ‘retina’ displays on mobile devices is also changing the way we are creating an displaying images in websites. An image that looks perfectly good on your regular PC monitor now looks a little fuzzy on such high definition screens. We are now regularly creating two versions of buttons and icons for display – one for high definition and one for regular screens.

These 5 design trends boil down to User Experience or UX (also known as User interface design or UI). The most successful apps have a potent combination of utility and user interface design. There’s no point in having a great product if it’s hard to use. By being simple yet bold, your users are more likely to pay attention and stay around for your message.

Has your use of mobile devices changed the way you expect a website to operate?

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Should I build an HTML5, iOS or Android native app?

September 8th, 2012 by Heather Maloney

This is a question I frequently hear from our clients, particularly those for whom we are building mobile apps.

The answer we give depends on the desired results, and the targest audience. My biggest concern is when I get a response of “we want to use HTML5 because that’s where everyone is heading”.

This article in The Age gives a good picture of the pros and cons of app development in the various platforms… the most insightful section is posted below:

“HTML5 is appropriate for forms-based apps, or information-driven apps. Apps that require social interactivity or features on the device, whether it’s the camera or software features like Siri or facial recognition – we just see our developers over and over leaning towards native.”

And this is where it gets tricky: cross-platform tools are just another point in the spectrum between HTML5 and native.

CardFlick’s Anjaria opted not to use a cross-platform tool, which he says are more commonly used by design agencies that are not building the kind of apps that are “life changing or industry shattering”.

The midway point for Anjaria was, like Facebook previously, embedded HTML5 with a trade-off.

“In CardFlick, everything is native except for one main feature: the cards that you see are an HTML5 webpage. I can change my card a million times and I don’t have to write a new rendering engine to display the card,” he explains.

“One of the negatives of that is that it is a little slower than native – I have to load a web page every time I want to show you your updated card.”

So, you can see my answer to the question is that it depends on your objectives, what trade offs you are willing to accept, and what your app is going to do. An online survey app is most likely suited to HTML5, whereas an app requiring the use of GPS or a camera is most likely suited to a native app, and which platform you choose (or if you choose both) will depend on your likely audience (and budget).

At Contact Point we build apps in either native iOS, native Android, or HTML5 & Javascript (using a 3rd party tool to build for all platforms). Feel free to chat to us about your app requirements.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Online Technologies to consider for your business

May 30th, 2012 by Heather Maloney

The following online technologies have broad application across many industries, to help you increase awareness of your brand, products and services, strengthen relationships with existing customers, build community around your brand, position you as a thought leader in your industry or area of expertise, increase sales, and generate more leads.

Do a mental stocktake on how many of these technologies you are successfully employing:

  1. website - there are some businesses that still don’t have a website, or have a site that presents their organisation in a poor light, so I can’t leave that off the list. Your website may have more than one objective – make sure that it’s achieving your goal/s, whether that’s to generate leads, automate distribution of valuable information, build your credibility, facilitate sales…
  2. email marketing – despite the scourge of spam, and how long this medium has been used, it’s still the greatest tool of many of our clients for generating sales and enquiry, increasing customer retention and providing better service. You should encourage visitors to your website to register for your regular emails, but also promote this through offline channels (think business cards, brochures, invoices…).
  3. SMS marketing – a well executed SMS campaign can generate an immediate response. Of course, as per email marketing, you’re going to be obeying the Australian Spam Act to the letter, so an SMS won’t be a surprise to your customers.
  4. blog - pointing your readers to your website’s blog will drive traffic to your site (where hopefully they will explore more than your blog, or read related posts and add their comments), and allow them to interact with you and others on your chosen topic. It has the added advantage of being great for your rank in the search engines, especially if you choose your topic heading well and utilise social media and SEO friendly URLs.
  5. social media – dubbed “the personalisation of business”, the astute use of social media can help your organisation connect on deeper levels with your customers, understand your customers better, build community around your brand, and establish you as a thought leader within your industry or area of expertise. And it doesn’t have to take up vast amounts of your precious time.
  6. pay per click online advertisements – for the right category, a well written online ad linking through to a strategically written landing page, can be very productive for generating sales and enquiries. Social media and the proliferation of rich information about the website visitor’s preferences and behaviours, now provides the opportunity for very targeted ads.
  7. video – a powerful medium for connecting with a wider audience. Video allows you to convey your message much more richly than text and imagery.
  8. mobile applications – the use of mobile devices to browse the web and carry out web based activites has increased exponentially over the past few years. Every B2C website should strongly consider having at least a mobile friendly version of their website. Apps provide a unique opportunity to deliver market leading tools, build loyalty, and increase customer retention.
  9. online surveys – don’t groan! These used a strategic points in the delivery of customer service, or customer enquiry, can allow you to deliver the right clients to your sales team, and gather rich information about your customer’s desires.
  10. QR codes – a smart phone readable bar code allowing you to quickly take a customer to your web page after they scan the code you’ve placed in your email, on your printed poster, on a billboard…

When employing these technologies, you should endeavour to link them together to gain cost effectiveness, richer engagement and provide a consistent message across all fronts. They should also reflect your offline marketing.

If you would like to discuss the appropriateness of any of the above technologies for your business, and exactly how it could be used for your benefit, feel free to get in touch.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Landing Page Design Trends for 2012 – Website Magazine – Website Magazine

January 17th, 2012 by Heather Maloney

Following the key points described in the article below will benefit the design of your home page, landing page, or email marketing campaign.

Landing Page Design Trends for 2012 – Website Magazine – Website Magazine.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

How to Make you Website Mobile Device Friendly

August 31st, 2011 by Heather Maloney

We’re delighted to have recently assisted one of our clients to make their website and online store mobile device friendly. You can check out the results (using your mobile phone of course) via: http://www.henrylangdon.com/

But why would you go to the trouble of making your website mobile device friendly? Browsing the internet via a mobile device is at an all time high, and increasing exponentially. Some statistics: in the US mobile data traffic increased by 260% from 2009 to 2010, and the sale of smart phones outsold the sale of PCs in Q4 2010 for the first time ever.

The availability of the iPhone 3 with it’s superbly easy to use interface, followed by iPhone 4, and the proliferation of HTC and Android devices together with improving data plans from the major telecommunications companies I believe has changed the way we think about browsing the internet. You can find out when a movie is on, answer your question or solve an argument immediately, check what your friends are up to, and find the weather report, all in a matter of seconds without even thinking about booting up your PC or Mac.

Click through to read our “3 preliminary steps for creating a mobile device friendly website“, followed by the “5 activities required to implement your strategy”.

Facebooktwittergoogle_plusredditpinterestlinkedinmailby feather

Subscribe to our monthly

Contact Point Email Newsletter

Each email newsletter is filled with technology updates and great ideas to help your business grow.

To subscribe, simply fill in your details below: