Tips for A Better Customer Experience Through Better Site and App Performance

Web development professionals have long considered page load speed as a valuable performance metric meant to reflect a positive online experience for a website visitor. Today’s consumers have adopted that consideration –  and so should your business.

Faster page load times will help ensure your fast-moving mobile customers are seeing a great offer instead of an annoyingly slow site, particularly when digital signage and mobile devices are involved.

Consumers increasingly use smartphones to complete personal tasks. For banking customers it means checking balances, reviewing transactions, or receive alerts while on the go.  Retail customers may be looking to take advantage of free shipping.  No matter the business type, customers expect sites and apps to load pages easily with a minimal of delay.

The banking industry offers a clear B2B example of the shift to mobile beyond just e-commerce and retail. According to a Forrester report on banking trends, US mobile banking adoption among consumers had grown rapidly, “more than doubling from 5% of online adults in 2007 to 12% in Q2 2010.” The report also had predicted that by 2015 one in five US adults will be using mobile banking.

Some nuances specific for financial service activity have indeed emerged.  According to an Adobe Mobile Consumer Survey, mobile users indicated page load speed to be a priority.  Among surveyed mobile users who use financial services, page navigation was the highest concern.

The activity highlights how essential yet subtle a role page load speed plays in campaign success. Marketers relying on mobile campaigns and digital signage must monitor page load as a performance indicator. The quality of page speed performance will eliminate a weakness if signage media or a remarketing paid search is meant to encourage customers to use your app and ultimately its services.

A few tips can make sure that the right page quality is being experienced. While there can be technical reasons for a slowly recalled page, the tips can be considered outside of a skill set of an IT team.

 

  1. Identify the kinds of tablet and mobile devices used to arrive to the website. Many analytics solutions can reveal mobile devices models and OS visitors are using to arrive on tagged pages. Knowing what customers use can dictate design elements for landing pages and whether a native app versus an app would fit customers’ needs.

 

  1. Audit the website and landing pages for potential hindrances – additional tags or business blog plugins can potentially increase the number of calls to a hosting server, increasing page load speed and deterring visitors from accomplishing tasks quickly.

 

  1. Consider in-store signage campaigns (or online content) that demonstrate how to use mobile applications.  Providing a context for app usage so can help answer regularly occurring navigation questions regarding mobile applications and encourage more usage – this can drive analytic initiatives liked to the app and learn more insights for further refinements.

 

These tips focus on managing the digital campaigns across a number of touchpoints. Ultimately managing page load speed can be a great lead to closely knowing how on-the-go customers experience your services.

SEO Tips: Why Updating SEO Maintenance Is Critical To Marketing Success

Over the years experts have emphasized or de-emphasized of SEO tactics with the advent of new platforms or technology.  Take social media for example. SEO tactics at first required just a focus on a website content and link structure.  Today, examining social media usage should be included in a SEO plan, since Bing and Google have added social sharing clues into social engine results.  Platforms such as Pinterest have started to verify accounts with associated websites, creating a stronger digital presence in some instances. Moreover, the advent of HTML5 has introduced new variations of web page element which needs to be optimized in some cases. So new technology means updating SEO maintenance is essential.

Another factor is the increased usage of mobile devices – customers search patterns can differ under mobile. Moreover customers can have a immediate purchase intent when accessing a site on the go. Thus deciding how to display your online presence for mobile search is necessary.

Finally, page load speed can also be a factor in encouraging return visitors, so examining page load performance lead to changes which may impact SEO tactics. Minimizing images would mean a new set of image files which can then be named with intended keywords, for example.

All of these factors mean that a website can become limited by both changes in the business (which drive content changes – imagine the need to remove a discontinued service, and you have the idea) and the opportunity to incorporate new web developments to better enhance the customer experience online.

Thus recording SEO audit dates becomes essential in managing website changes and in guiding when to update a site.  Businesses should be particularly aware of how the site generates content. Frequently updated content drives the need to audit. The successful maintenance of that content will be what ultimately drive branding, leads, and customers who will purchase from a business.

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How Coupons Can Influence Mobile Strategy

In my childhood days I brought home the Sunday newspaper and clipped coupons from it. But like many people today, I tend to look for coupons delivered to my smartphone while I am on the go.

Delivering mobile coupons to customers have altered the value coupons have for marketers. That value is now a meaningful connection to customers carrying mobile devices. Shoppers are acclimated to digital retail offers. Take loyalty programs for example. Customers in these programs want rewards for their loyalty. A coupon associated with a reward level can be a natural fit in saying “thank you” to customers.

Marketers should appreciate shopper attitudes that have arisen from better smartphones and programming technology. Recent research notes that mobile smartphone users are more likely to act on a purchase. Chain Store Age illustrated in a 2012 post that four our of five smartphone users access retail content through their phone.

The end result is a steady surge of mobile coupon usage. eMarketer noticed that mobile coupons are becoming more popular for in-store deals, albeit with a slow growth. The research firm predicted that over 100 million customers would use a digital coupon by 2014.  In 2015, MediaPost reports how consumers are adopting mobile tools, especially coupons.

Coupons can be combined with other digital marketing media to increase awareness of a retail event. Mobile coupons for products advertised on a digital signage can be the impetus for customers to try a new product or to head towards a nearby store. In either case coupons can take advantage of smartphone-owning customers propensity to act.

In fact, a coupon strategy integrated into an overall digital marketing campaign may be the best bet in attracting fence-sitting customers into a retailer’s store. eMarketer also noted in a separate NPD survey that US internet shoppers indicated price as the number one consideration in deciding where to shop. The second ranked consideration was sales or special deals. These influences overrode shopper interest in receiving one price across multi-channels, implying a strategy for personalized pricing through coupon offers. The strategy can also serve as a countermove against showrooming.

To make the most of a coupon trial campaign, retailers can add an analytics tag to the coupons or a landing page related to the coupon. Custom variables can also be used for tracking response to several groups of coupons organized across several campaigns. Incorporating analytics tracking can reveal how well a given campaign succeeds.

The behavior associated with the Sunday newspaper may be gone, but customer appreciation for a sale is not waning. Digital coupons on mobile devices can potentially change that appreciation into a meaningful connection with retailers.

Relating Content Marketing and Semantic Search to Customers

Search engines have subtly changed their methodologies over the past few years. One methodology that has yet to see widespread adoption has already experienced its most significant change yet.

Back in 2013, an ontology library site, Good Relations, announced an alignment of its markup structure definitions with those used on schema.org, a metatag library. The end result is increased consistency of definition usage among businesses, and a wider shared usage of structure markup among web developers and search engine optimization practitioners.

This merger occurred thanks to increasing search discovery needs for digital media. From music to webinar presentations, businesses have added numerous content to appear when potential customers research product and service information online.

The content has led marketing managers to give a refreshed look at their optimization strategies through apply semantic search. Semantic search involves organizing keywords and content with website element protocols and structure markup language. The organization makes the pages and site content more visible to nuanced search engine queries.

Good Relations and schema.org support separate protocols for semantic search. Schema.org contains metadata meant for HTML5, an update of the venerable website structure code language positioned for future website development. Good Relations contains RDF – resources description framework that has proven utility for current retailers and E-commerce sites.

One strategic benefit for managers is learning enhanced ways to translate potential client language to its digital properties. If businesses within a given industry agreed to ontology for services and needs, those businesses can adjust their content tags to position its content to potential query results from those businesses. Imagine a video on better financing for construction projects – With a metadata protocol, now imagine that video section appearing in a search query run by a construction firm.

That exact example lies at the heart of HTML5. HTML5 added video- and music-related tag elements, developed to increase media exposure to relevant search engine queries. Other tagging protocols, such as Google’s authorship tags, can help search engines recognized a group of authors – an aid to marketing teams leveraging personal brands of its members online. The fundamentals of digital marketing is increasingly shifting toward strategic data ownership, which is supported through content marketing and semantic search.

With the schema.org – Good Relations alliance, digital marketers and website developers can optimize metadata and RDF information across varied content.  The success of such an effort will create a true application of semantic search’s definition – the science of actual customer’s language.