Lets Talk About Microsites

Microsites, What Are They Good For?

SEO Liverpool have had a fair few meetings in recent weeks relating to this subject. Clients want to know why microsites or mini-sites have been used for different SEM (search engine marketing) strategies. Let’s examine the possible reasons to create a microsite.

1) You’ve a new product/offer you’d like to promote.

  • You’ve a new product or offer you’d like to promote. You don’t want to change your website just yet, and you may feel that this offer or product is outside your normal remit of business.
  • Changing a website and moving elements around can be difficult.  Maintaining a cohesive structure alongside your user experience design principals could mean you’ll potentially harm sales.
  • You may be forced to tuck away valuable information as adding new content requires a massive investment to recreate the site with the new product/s in the appropriate placements.
  • Sometimes, with the amount of internal teams having a vested intest in a large website e.g. webdesign, web-development, SEO and marketing, creating a microsite is often a quick and easy short-term solution.
  • The offer might be a limited addition, or may only be available or tailored to another market/country.

2) You’ve a new product/offer and you don’t wish to cannablise your own market

  • If you’ve an updated version of a product that could decimate your current market. E.g. Gillet are the masters of upgrading their razors and blades… whilst still selling older versions of their products.
  • You may want to create an offer in a different market and therefore wouldn’t want to upset your current customer base. Special introductory offer microsites are becoming ever more popular.

3) To maximize your PPC revenue in relation to quality score.

  • The most common reason for a microsite that we happen upon. If you want to reduce your PPC costs, quality score is key. Creating a microsite that displays all the relevant information and has the appropriate conversion points are key.
  • Measurement and multi-varient testing can also be much easier using a microsite. You can change and update pages and gather strong data about how customers interact with the brand in relation to keywords and information they want.

Hope this information is useful, as we’ve a lot of clients that either set them up for the wrong reasons, or don’t understand why you would ever need a microsite. If you want to discuss microsites with our SEO agency Liverpool, drop us an email.

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Analytics, Testing and General Landing Page Tips

Here at SEO Liverpool we often hear ‘so how does this testing lark work’?

Well.. It’s really simple. Now that you have these reports, what should you do? I am a big fan of Google Analytics – because it’s free – and you get great stuff from it, and maybe you decide to pay for a product later on. Anyway, the basic concept is, let’s take all the traffic coming in to your page and split it among the different sections of the page. Take a script at the top of the page, track at the bottom of the page, and track your goal page.

Every single hyperlink out there is a contract between you and your visitor. Listen to this, it’s very important and the top seo companies should constantly reinforce this point “Different people might type in the same keyword but have a different intent”. Web Analytics measures these things. Some people will get rid of the keyword, say the keyword didn’t convert. But it’s not the keyword – you need to understand the intent behind that keyword.

Example
Take a look at big retailers and how they are selling digital cameras – by brand, megapixels, features. They have been selling cameras the same way for many years. What about by shuttle refresh rate? What people are actually frustrated about with the camera? No one mentions that a specific model is the fastest, takes 5 pictures in 5 seconds!

Tip
There is a great plugin for Firefox that pulls the reviews – but nowhere in the ad copy does it talk about the topics that people are mentioning in their reviews! If this is what matters, why aren’t retailers putting it up front… Do it!!!

How people gather information and how they make decisions: this is what it’s important to an online marketing company. For example an advert for automated strapping banding machine, which is more logical/methodical and which is more emotional. People act differently with your content! Some look straight at the image and leave. Others look at the content. You don’t need to be an expert in personality types to understand this. Jakob Nielsen says there are 4 types of eye tracking when people come to your site. Spontaneous, humanistic, methodological, competitive (people coming in quickly and leaving quickly if they don’t see what they want). So, now that you know that different people act differently, how can use it to optimise your page?

Start simple. The analytics may say that 90% of people who came to a page bounced. Let’s look at the personality types and think about what they would want to see on the page. You need to appeal to them. Every day that hole is not fixed in your site cost you money. Go through every page and make sure the pages appeal to all personality types.

Also look at reviews and see what people saying about the product: the way it looks and feels (emotional) vs. the functionality and practicality (methodological) and you can adjust the product copy accordingly. Use their voice to give back to them. Use the voice of customers and integrate into product descriptions.

Using product images – also applies to videos, not everyone will respond to videos – 24% of photos in a study did not allow the customer to enlarge a product image, and 65% did not offer multiple views of a product! That will have an impact on the consumer.

Some sites focus on the glamour, that they miss the basics.

Let’s talk about credibility issues: some examples – who are you? People care about the “About Us” page, it will establish some of the confidence. Contact information – have it! Put the contact info in various places, it will inspire more confidence and legitimise the site. Does your site look professional? Even if you are not a design person, you can tell. Other examples of breaking confidence: small font type in gray! Be conscious of these things.

What can you add in to build confidence? Point of action assurances: We value your privacy. How long it will take for a customer service rep to contact someone who fills out a form. Return policies, guarantees. Make sure it’s all there for the consumer.

Other points: 59% of sites according to a recent Nielsen study did not provide shipping costs early in the check out process, and 35% have a checkout process with more than 4 steps! 41% do not provide assurance points in the checkout process. Many sites do not offer in stock availability. Make sure you offer estimated delivery date, etc.

Others credibility points to add to your site: certifications, awards, other review sites that look your site.

Testimonials can also be very effective, but also can have no impact on you. Look at different styles and see what works best for you.

What kind of financial impact can this have on you? You can double your sales just by adding policies.

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5 Tips for Driving Qualified Traffic With Online Marketing

Online marketing consulting firms often need to be creative when it comes to solving client web site traffic and sales problems. Inspiration from friends and family, movies, or even the smooth sounds of the local radio station can be useful.

Take this longstanding frustration: The efforts of a top SEO can sometimes produce an increase in website traffic that is not accompanied by a corresponding increase in conversions. While more traffic is almost always positive, it does little good if the majority of site visitors aren’t seriously interested in the products or services being promoted.

So how does one make sure the right traffic finds the right web site content? I recommend taking the advice of 80′s pop icon Lionel Richie by asking your site visitors the classic question, “Hello, is it me you’re looking for?”

While Mr. Richie may be directing his sentiments at a visually-impaired student (see the video if you don’t know what I’m talking about), this is a question whose answer is critical to every online marketer as well. In order to get conversions, you need to make sure the business you are promoting is being found by legitimate prospects. Ensure your site provides what visitors are looking for by following these five musically-themed guidelines:

* Know your audience – Should you be targeting a product’s end-users or distributors? What stage of the buying cycle are you targeting? A good online marketing team conducts the proper background research in order to fully understand who they are trying to reach, where they are in the buying cycle and plans content creation, optimisation and promotion accordingly.

* Book your prospect’s favorite venue – Once you feel you have actionable knowledge of your target audience, you can select appropriate places for reaching them. Research communities, influencers and behaviours of the target audience to establish a useful presence and content, be it on social networks, forums, blogs or the company web site.

* Give fans what they want – Make sure the offer and conversion opportunity are a good match for what the target audience is looking for. In some cases they will be looking to buy your product, but in others they may want more information like a white paper or a case study, or the opportunity to be contacted.

* Choose the right ‚”lyrics” – When selecting keywords to optimise your site content or pay-per-click campaign, keyword popularity is only a starting point. Choosing the most appropriate keywords to describe product or service offerings considering relevancy, context and intent are important. Research, consideration, evaluation and purchasing are different phases of the buyer’s search experience. Optimising the right content with the right keywords for each of these phases will help prospects find your site in a more relevant way.

* Sing it loud – The copy, images and overall design of your website and landing pages should be obvious cues to the type of product or service offered and consistent with search query that brought them there. Structure your site design and calls to action so that prospects immediately know that they’ve found what they are looking for. For example, sending PPC traffic from a specific product keyword to the company home page will alienate and confuse the searcher. Send specific traffic queries to specific landing pages. For SEO, optimise specific content for specific phrases to help searchers pull themselves to the right content for conversion.

Implementing these tactics can increase web site traffic specifically for people who are more likely to convert. When you pose Lionel Richie’s question to your visitors, more will respond with a resounding “Yes it is you I’m looking for!” And while you may not receive thanks in the form of a clay sculpture, the increase in your conversions should more than make up for it.

Please contact SEO Liverpool for more information about our SEO packages.

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