Tag Archives: Design

Web tip: the 3 C’s of website navigation

Exploring your website should be a stress-free, positive experience for customers. Your site’s navigation can hugely impact whether your visitors have a positive or negative experience on your website and with your brand. Lucky for you, you have control over your site navigation.

Today, we outline the Three C’s of successful website navigation (clear, concise, and consistent) to ensure your customers enjoy their experience and come back for more. Before we tackle the Three C’s, let’s review a few tactics that support a clear, concise, and consistent site navigation. Continue reading Web tip: the 3 C’s of website navigation

Web tip: single page web design – yay or nay?

Web design trends come and go and there is no “correct look” online – the never-ending possibilities are half the fun! Design best practices will be debated indefinitely, but at the end of the day, the best designed website is one that site visitors can easily navigate to reach their objective, whether they are buying a product or looking for information. Today, we take a look at single page web design, because sometimes, one page is all you need. Decide for yourself whether this design trend is a yay! Or a nay.

What is single page web design?

Single page web design is an easy concept to grasp – all content and navigation on a single page – albeit more complicated to execute. Because you are space limited (you cannot spread content across multiple pages), you must be meticulous in content selection and very strategic as you lay out site content and navigation. For this reason, many single page websites are very visually appealing, allowing the user to take cues from the graphics instead of site navigation or text. Your site must tell your story and deliver a seamless user experience with as minimal content as possible.

Single page web design often takes advantage of both horizontal and vertical navigation to direct users down and around the page, instead of to new tabs or pages. JavaScript is often used for scrolling and to collapse or expand areas of content to guide your users through the site journey. Content seems to disappear and appear, as you’re swept down the page. You can also add stunning enhancements like Parallax design, adding elements of excitement and interactivity.

Dangersoffracking.com, a site that explains the process of hydraulic fracturing or “fracking,” to support filmmaker Josh Fox’s film on the same subject, Gasland. This single page site uses a combination of parallax scrolling and simple graphics to tell a detailed, informative story of the dangers of fracking.

single page web design - dangers of fracking

Graphics enhance appeal and provide context without being text heavy. When designing a single page site, split content into separate columns, use different headings, and play with font sizes and color blocks to segment sections vertically or horizontally on the page. Make each piece of content count!
Continue reading Web tip: single page web design – yay or nay?

Web Tip: flat design – cluttered and complex is SO yesterday.

What is flat design?

The flat web design trend applauds simplicity; utilizing the sharp lines, bright colors, and bold typography popularized by minimalistic design, and shying away from fancy flourishes, gradients, drop shadows, or other artistic effects. High color contrasts, white space, and large buttons common in flat web design create a friendly user interface.

Cut through the cluttered digital space

You’ll notice tech giants Microsoft, Google, and Apple seem to be leaning more and more towards flat design in their products. This was especially obvious when Apple previewed its iOS7 UI, replete with a much flatter design than the previous versions. Why flat design? The theory is that the design’s simplicity helps users focus on your content, value proposition, and products, without being distracted by flashy design. Users can quickly figure out what actions you want them to take on your site, improving their overall experience. Less is more! Cluttered and complex is SO yesterday.

Flat Design Makes Sense in a Mobile World

The flat design trend has become increasingly popular with the surge in mobile user growth. The streamlined design technique makes it perfect for the clunky fingers of mobile users. If you are building your site using responsive design techniques, than you are in luck! Flat design often mirrors the same responsive best practices: large text for easy reading, large buttons for easy clicking, and minimalistic navigation. Both techniques design for the end user, instead of trying to impress users with unnecessary embellishments that will weigh down pages and increase load time.
Continue reading Web Tip: flat design – cluttered and complex is SO yesterday.

Marketing automation tip: energize email with background images

Customers’ inboxes are bursting at the seams. We are all fighting – kicking, biting, and clawing, it seems – to get to the top of the inbox heap and entice customers to open our emails, click to our websites, and purchase our products or services. Are your email’s killer content and graphics fading into a lackluster background? A simple, strategic background image may be just the je ne sais quoi you need to shake things up and compel your customers to read, instead of delete, your email.

Enhancing readability and combatting image blocking. 

Effective emails balance live text and design elements to attract customers’ attention, ensure messaging is easy to read, and combat image blocking. (Need a reminder? Brush up on Whereoware’s email effectiveness checklist, complete with explanations and definitions.)

Many email clients and reader preferences turn images off by default, requiring the reader to “click to display images.” It’s impossible to stand out from the crowd with a blank email! Emails must be visually appealing when images are displayed, but also readable when images are disabled.


Continue reading Marketing automation tip: energize email with background images

Web tip: Responsive vs. Mobile-Only Web Design

Angry-Toddler-w-Phone_bIn December 2012, Pete Cashmore, founder of online news site Mashable, declared 2013 the Year of Responsive Design. What did he mean? In short, mobile was taking over.

Fast forward a year, and according to a Pew Research Center study, nearly one in five smartphone owners do most of their online browsing on their phone. Are you providing a positive user experience on every device? As Cashmore predicted, your customers expect to browse the web on their phones and tablets just as easily as they do on a desktop computer. The question is, how can you deliver a seamless user experience from any device?

Mobile options: responsive vs. mobile-only

Mobile-friendly websites are designed predominantly in two ways: completely separate from your primary website (a mobile-only site) or built by incorporating responsive design principles into your primary site’s design (responsive design). Continue reading.

Marketing automation tip: scalable vs. responsive email design

Whether you write an e-newsletter for your business or promotional emails advertising products, designing email for mobile readers is no longer a question. Mobile is the new reality, and its ability to reach and influence consumers is growing.  According to the Litmus “Email Analytics” (June 2013) report, 44% of email is opened on a mobile device, and the Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits” notes, 71% of mobile purchasing decisions are most influenced by emails from companies.

Your current and potential customers are checking their mobile devices multiple times a day, scanning e-mails, and clicking links to purchase products.  Instead, of asking yourself whether to meet potential customers where they already are, the question to consider is, how can you best design emails to make reading and action easiest for your mobile customers? Scalable or responsive? Responsive or scalable? We’ll explore both to help you decide which technique is the right choice for your business.

Continue reading.

Marketing automation tip: making your emails work

MA-MarleeThis week, we welcome a guest post from one of our Online Marketing Associates, Marlee Newman. Marlee is well-versed on our “email effectiveness” checklist. Here she uses that checklist to analyze three emails.

Think about the last time you ate at The Cheesecake Factory, or other favorite restaurant. With so many menu options, how do you choose? Most likely you are going to order the item that not only appeals to you specifically and is eye-catching, but is also easy to understand. Same goes for emails!

Starting with your subject line through the email body down to your footer, communicate value to your audience. Be specific about your offer, the benefits your reader will receive, and what you want the reader to do next. Who knows, maybe your next email will be as fulfilling as that cookies n’ cream cheesecake slice!

Effective email examples

MA---Nieman-Marcus-emailFirst up is Nieman Marcus with the subject line “Up to 65% OFF! Midday Dash”. Continue reading.

Design + development case study: Colonial Candle

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Colonial Candle case study:

Strike an elegant balance between aesthetics + functionality

Colonial Candle needed a more user-friendly website to increase conversions and revenue.  Whereoware was tasked with creating a site that would improve search, navigation, and purchasing, while still retaining the trademark Colonial Candle look and feel.

The new site, www.colonialcandle.com, relies on advanced search functions, a clean-cut design, and innovative grouping features to create a reliable website that allows Colonial Candle products to take center stage.

Want to learn more about the behind-the-scenes modifications Whereoware put into place for Colonial Candle? Download our free 5-page case study for a more in-depth look at these features and a peek at some of the amazing results!


Design + development case study: Evergreen Enterprises

Incorporate feature flexibility for retailer satisfaction

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Evergreen case study:

Evergreen Enterprises, Inc. found itself dealing with increasingly complex demands from retailers and sales reps as business grew. Whereoware was tasked with design + development of a cutting-edge website that would be attractive while still being able to handle the many complicated functions inherent in their B2B business.

The new site, www.myevergreenonline.com, is more user-friendly and allows Evergreen to easily deploy promotions and discounts to their retailers.

Want to learn more about the innovations Whereoware employed to keep Evergreen’s e-commerce business moving forward? Download our free 5-page case study for a more in-depth look at these features, and a peek at some of the amazing results!

Web tip: an insider’s look at B2B marketing integration

caitlinThis week, we welcome a guest post from one of our Online Marketing Managers, Caitlin Kelly. Caitlin played an integral role in setting up the Popware and A Mere Truffle websites, demo environments that show in real-time how Silverpop can be used to integrate behavioral marketing directly into your website. Here, she gives you a behind the scenes look at Popware. Let’s take a closer look…

What is behavioral marketing?

The idea behind behavioral marketing is simple: you can take bits of data gleaned from customer interaction, and use this to personalize all future contact. Sounds like a no-brainer, right?

This type of marketing engages customers on an individual level. Doing so can really help bump up conversions and other important metrics; our client Paper Style, for example, saw a 330% increase in revenue per mailing with the addition of a wedding-targeted behavioral marketing email campaign! (See our free case study for more information on the Paper Style campaign.) Continue reading