Part 1 of this series – Social Media Strategy 101 – covered social media basics, platforms, and best practices to grow engagement and success. Now, we’ll dive into the fun stuff: social media analytics.
One of the most validating (and nerve-wracking) parts of marketing is going back to the data, measuring performance, and immediately seeing whether your approach achieved desired goals.
The numbers never lie, but instead, reveal where your efforts succeeded or fell short, giving you the insights necessary to pivot your marketing strategy.
This is particularly true in social media marketing, where you can test new tactics, themes, copy, images, and other variables very quickly and at low investment, and learn from their success to apply to your overall marketing strategy.
Today, we’re sharing the social media metrics to prioritize and steps to perform an accounts audit – something you’ll want to do at least once yearly to ensure your social media channels are hitting performance goals.
Our guide to auditing and measuring social media performance will cover:
Social media is largely a top of the funnel channel, serving the supportive, storytelling aspect of digital marketing. Over 4 billion users are on social media worldwide and the adoption rate in 2020 alone increased 12%. Plus, more than 40% of consumers use social media as a discovery engine.
Social needs a lot of attention, but that attention pays off in customer engagement, brand awareness, audience reach, and social listening (the opportunity to have your ear-to-the-ground and hear what customers say about your brand, products, or competitors).
Today, we’re comparing the most popular social media platforms, sharing best practices, and providing a list of handy tools used by our Whereoware social media team to drive social media engagement and success. Let’s go!
Arguably one of the most important social media platforms for B2B businesses and jobseekers, LinkedIn is an excellent network for professionals to connect.
According to a HubSpot analysis, LinkedIn’s lead conversion rates are 3x higher than other major ad platforms, including Google Ads. Four out of 5 members drive business decisions, and LinkedIn’s audience has 2x the buying power of the average web audience, making this platform a favorite amongstmarketers.
LinkedIn is the first-place potential customers and candidates will check out your company, so grab attention by sharing behind-the-scenes peeks into your culture, photos, open positions, upcoming events or awards, project updates, and other news.
These posts should embody your brand and reflect your businesses’ mission, goals, or accomplishments to drive excitement for both jobseekers and customers.
Driving traffic to your website is one thing, but converting visitors is a feat. WordStream reported the average website conversion rate is only 2.35%, with top-performing websites coming in at 5.31%. This tells us that putting the spotlight on conversion rate optimization (CRO) can make a world of difference.
Whereoware VP of Client Success and Marketing, Randi Mohr, caught up with Customer Think to discuss how marketers can harness CRO to improve their website success. Catch the highlights below!
Improve your homepage experience by creating a clear navigation, highlighting contact and FAQ information, and making the site visually pleasing. Don’t forget to include clear calls-to-action (CTAs)!
Tailor individual landing pages to further guide customers through the funnel. Whatever your desired action, ease-of-use and clear indication is key here. Keep your webforms on the shorter side, requiring information that won’t be a struggle for users to divulge (understand that requiring things like a phone number can reduce conversions by up to 47%).
Product pages should deliver every piece of critical information a customer needs to make a purchase, such as descriptions, specifications, warranty information, quality photography, and user reviews to inspire trust and push customers across the finish line. Bear in mind that quality user-generated-content (UGC) can increase conversions 161% – 207%.
Tap into optimizing Core Web Vitals to ensure your website is loading fast, keeping in mind that 1/3 of users tend to bounce if the site takes more than a few seconds to load.
Mobile experiences are unsurprisingly on the rise compared to desktop browses, with about 50% of all ecommerce sales in 2020 taking place on mobile devices. Be sure to review your website on mobile to make the experience as equally compelling.
It’s table stakes to invest in a Secure-Sockets-Layer (SSL) certificate to further enhance the security and consumer trust on your website. Payment security is a big reason customers abandon, so instilling trust by using a popular payment method like PayPal or Apple Pay is a great strategy.
Testing and pivoting strategy over time is one of the most effective ways to see what works best for you and your consumers. Set upA/B tests and follow the data to further optimize your site and rake in the conversions.
Boost website success through conversion rate optimization. Remember to put yourself in the consumer’s shoes, how would you ideally be pushed through the funnel and to the finish line when making a purchase? For the full article, visit Customer Think.
Need to get up to speed fast? Download our step-by-step Google Page Experience Checklist, or scroll to the bottom to view our Page Experience webinar.
You’ve experienced it before: you’re trying to shop or read an article online and the site is jumping, loading slowly, and covered with interrupting ads.
As the user, this is incredibly frustrating and will lead you to click away to a better website. In fact, the average cart abandonment rate in 2021 is 68% according to Baymard Institute.
Website owners should be equally frustrated. Not only is an abandoned visitor a lost opportunity for engagement and revenue, a poor web experience will make the website more difficult to find in search results. Why?
In the midst of the pandemic, Google announced a rollout in spring/summer 2021 to put UX first: a poor website user experience (UX) is now a factor in search rankings.
That slow, jumpy, and ad-filled website is more likely to be relegated to page three or four of the search engine results pages (SERP), meaning, very few people will find and click on it.
This is a big miss. According to SearchEngine Journal, the first organic Google search result has a 28% click-through-rate (CTR). This percentage declines with the second and third rankings coming in at 15% and 11%, respectively.
These statistics drive home the importance of ranking at the top of the first page of a Google search and why marketers must protect their rankings during Google’s Page Experience update.
Let’s simplify the components of Google’s Page Experience update, brush up on existing UX-related search signals, and explain how marketers can improve their site to appease Google, while improving customers’ UX.
Google’s Page Experience Update 2021: The What, Why, and How:
Google makes thousands of updates each year to improve the search experience; the Page Experience update aims to help Google serve up the highest quality and most user-friendly sites in SERPs.
“Page experience is a set of signals (Core Web Vitals and existing search signals) that measure how users perceive the experience of interacting with a web page, beyond its pure information value.”
Today’s consumers expect flawless website experience. In a recent survey of more than 8,000 B2C and B2B buyers worldwide, 73% said one really good experience with one company raises their expectation across the board when shopping online.
Marketers are tasked with analyzing all aspects of their website’s performance and continuously enhancing the customer experience to meet these high expectations. This is especially crucial as technology, consumer behavior, and product interest is always evolving.
Randi Mohr, Whereoware’s Vice President of Client Success and Marketing, recently sat down with Retail Customer Experience to share three insightful tips on updating your website to maximize your customer’s UX.
1. Make it easy to find products: Streamline Navigation
56% of customers expect to find whatever they need from a company in three clicks or less, so streamlining your navigation is crucial to capture and retain visitors on your website. The top navigation should be concise, logical, and descriptive and include high level categories to organize items of interest.
We recommend you limit the top navigation to fewer than seven categories to minimize cognitive load and maximize usability. Use a dropdown sub-navigation to break product categories down further, while also utilizing product imagery and messaging to capture attention.
Base category names on keyword research and language common to your audience to ensure the options are intuitive and recognizable at-a-glance. The over-arching goal is to make the experience as seamless as possible to keep frustration low and the consumer moving through the funnel.
It’s no surprise that product detail pages (PDPs) are a crucial aspect of your website, after all, your customer is most likely to make a purchase here. An optimized PDP uses a combination of high quality product photography; compelling descriptions, specifications, and details; and interactive elements to turn browsers into buyers and drive revenue.
Like our clients at Cuisinart, the best PDPs should entice customers to engage with the brand using rich visual media, reviews, and other content to help the customer visualize using the product.
Add personal, AI-driven product recommendations that will continuously analyze user actions to recommend the most compelling products, improving product discovery and the overall customer experience.
Improving website user experience (UX) is a continuous process, as technology, product interests, and consumer behavior is constantly evolving. To get it right, marketers analyze every aspect of their customers’ journey to pinpoint areas to reduce friction and improve the digital experience. In fact, The CMO Survey found that 54% of Marketers focused on improving the customer experience throughout COVID-19.
Today’s customers expect to find products or information on a website quickly and without error, and simple irritants will cause them to click away to an alternative. Taking painstaking care to improve and elevate customers’ experience at every touchpoint is critical – a single bad web experience makes visitors 88% less likely to return (Equation Research).
If you’re overwhelmed by the endless customer experience challenge, one e-commerce area for immediate gratification and improved conversions and revenue is the shopping cart and checkout process. It is a pivotal moment for your customer and business: they’re eager to buy; emotions and urgency are high. It’s also prone for abandonment – Statista found that 88% percent of online shopping orders were abandoned.
Reduce abandonment and recoup lost sales by improving your customers’ cart experience. We’re sharing four optimizations to reduce friction and capture revenue.
Web design conversations frequently focus on the homepage. While the homepage may be the “virtual storefront” of your e-commerce business, most of the “action” on your site doesn’t happen on the homepage, but rather on your product detail pages. According to Salsify, 88% of shoppers say that product content is highly important to their purchase decision.
Product detail pages (PDPs) serve three purposes: inform, entice, and convert. They’re a key decision point for customers — to add-to-cart or abandon.When optimized for design and user experience (UX) best practices, product detail pages generate customer loyalty, establish trust, maintain brand identity, and of course, capture revenue.
Think of your product detail pages like an interview. The customer is the hiring manager and each product they research is a candidate. How are you ensuring your product pages seal the deal? Are they providing the right information, impression, and experience?
Here are five product detail page must-haves to improve customers’ shopping experience and maximize revenue.
1. Compelling Product Names and Descriptions
Each product detail page should prominently feature a unique and descriptive product name. The product name distinguishes the product from similar items and should be specific and meaningful to the audience, incorporating keywords.
For example, internally, you may refer to a couch as “The Ashley,” but this generic name means nothing to your audience. Instead, your product name could be “The Ashley 3-Piece Chaise Sectional, Gray.” This not only enables a customer to refer to the product by name, if they’re in your store or talking to sales or customer service, but it also offers information for customers searching for the right product.
Invest some time performing keyword researchto develop a list of terms your audience is likely to search. Then, include those keywords in your product names, page titles, and product descriptions. Next, write a clear and concise statement that describes the product and its key features and benefits, as well as high-level details that answer common customer questions before they arise. This is where planning ahead and doing your research to understand your customer really comes in handy, so you’re able to anticipate their needs or problems that your products can solve.
In our 30-minute webinar, A Better Customer Experience in 2021: Website Must-Haves to Drive Online and Offline Sales, we shared website tips to deliver the easy and enjoyable website experiences your customers demand.
Watch the recording and get the webinar slides below to learn web essentials for a stronger website strategy that meets (and exceeds) customer expectations. Discover how to measure and improve your customers’ digital experience, and ideas to drive offline sales and support your retailer/dealer partners.
The website, built by Whereoware, offers multiple ways to shop, including easy access to retail partners and direct-to-consumer sales. Built to empower Cuisinart’s internal teams, the website gives Cuisinart’s marketers better control of their product data and search engine optimization, while reducing the manual effort of making updates through extensive data integrations.
Hear from Mary Rodgers, Director of Marketing at Cuisinart, on the decision to add direct-to-consumer sales in Digital Commerce 360.
“This is new territory; this is a new place we’re going to. Is there growth in front of us? Absolutely, there’s growth available. It just depends on what we decide to do and how much we decide to invest in it,” she says.
Cuisinart’s online, direct-to-consumer revenue for 2020 so far is up 103% compared with 2019, Rodgers adds. “The growth is a combination of both organic and horizontal growth attributable to digital marketing programs and expanding product offerings on the site over the past 12 months,” she says. For 2021, Cuisinart expects 14% year-over-year growth, not including added sales that might come from adding new products to the website.
COVID-19’s impact on business was immediate and continues to be unimaginable, closing retail stores and restaurants throughout the country, canceling events, affecting supply chains, and mandating company-wide work-from-home policies.
Wholesale vendors and retailers had to pivot their business plans seemingly overnight. Some scrambled to stand up e-commerce websites fast (the only channel largely unaffected – and growing – during the pandemic). In fact, McKinsey & Company reported how in just three months, e-commerce penetration in the U.S. market grew more quickly than it had in the last ten years combined.
Many refocused efforts on marketing. Giftbeat reported that 53% of independent gift stores have increased their marketing activity compared to this time last year.
Companies with existing e-commerce websites and online brand authority were better positioned to withstand the uncertainty, but the force of change and dissolution of traditional sales channels left many vendors questioning: should I expand into the consumer market and establish a consumer-focused go-to-market strategy?