Well, we are almost two months through 2019 and some companies are absolutely nailing their digital marketing and others have already failed. We thought we take a look at a few of the reasons why marketing campaigns have failed already and how they could have been prevented.
Mobile Users & UX
Can you believe that this is still something we talk about and agencies and organizations still get it wrong? Sure they have made a website that is responsive and all the information fits on the screen but it has come at a cost of User Experience. A common oversight is that a users intention on mobile is generally different than on a desktop site and considerations should be made for this
Let’s take a look at our friends over at Akama Resort for example. If you view their desktop site you will see a clean, modern, luxurious website but if you switch to mobile you will notice a few extra functionality provisions. The most noticeable being the extra menu at the bottom of mobile screens with a simple call button or reservation. Why? Because most consumers do not want to fill out contact forms on mobile when they could easily email or call at the click of a button. It is features like this that can be the difference between a booking and a site drop off in the tourism industry.
Onto our next UX fail – not all cookies are yummy! Is a thousand boxes telling users that you want to use their cookies or to sign up and you will give them x, y or z probably is not great for your brand’s credibility nor UX. While you should let users know that their cookies may be used a consideration should be made around how this can be done in a trustworthy manner that does not cause massive amounts of drop-offs because the consumer must click accept to view your content.
This is an area where many businesses will overlook in order to cut costs. Cheap budget hosting may work well for you and your business if you’re a small business with minimal website traffic (even then you should proceed with caution). If you want to take your marketing to the next level you should consider having a conversation with Made Neat about what hosting is appropriate for you. After all, there is no point driving traffic to your website and it becomes slow or goes offline due to the number of visitors (yes – you can have too many visitors!).
Reliable web hosting is a critical part of building a website, and the company you choose to host your website matters. Customers want the ability to access every part of your website at any time of the day or night, so you want to make sure it’s in the right hands.
Use Social Proof
Have you ever walked past a restaurant with a line of customers outside eagerly waiting to get in? Did you join the line because you thought that with a line like that, the food must be outstanding? That’s social proof in action! This gif explains social proof in a nutshell. So it seems easy, right?
Social proof is the influence that the actions and attitudes of the people around us (either in real life or online) have on our own behavior. The “proof” element is the idea that if other people are doing it (or saying it), it must be correct.
This can be tricky the leverage in a website but when you get it right your product will seem much more credible. There are actually WordPress tools that will help you with adding social proof to your website but remember not to go over the top with it. Adopting A/B testing alongside Social Proof will only confirm what I am telling you here.
Of course, there are many more considerations to be made with your marketing but if you get these 3 checks completed you will see results. If you have any questions we would love to have a chat with you about how Made Neat can help you with the rest of 2019!