The digital age has created a consumer landscape completely different from its counterpart of the past, and marketing tactics that fail to recognize this are doomed to fail miserably. Most purchasing decisions are made online, which makes your company's website an essential tool for increasing profitability. However, it's not enough to simply put up a website -- the key to keeping bounce rates low and conversion rates high is to craft a user experience that keeps visitors interested and wanting to know more. Studies have shown that you've got a matter of seconds to engage the average user before they click away.
Here's how you can make that happen:
Targeted Content And Messages
Old-school business strategies designed to cast as wide a net as possible aren't a good plan in today's global marketplace. Identifying your company's target audience and directing your marketing efforts toward that demographic is far more effective than running blanket campaigns. Defining a target market allows companies to focus their resources on those consumers most likely to purchase specific goods and services, and it's virtually impossible to develop an effective marketing campaign without first identifying a target audience.
Target market segregations typically include lifestyle, age, location, income, and professional status. For instance, if your product or service is designed to appeal to 20-somethings with extra cash to spend on fashion accessories, your message is lost on senior citizens looking for bargains on travel and dining options.
Trust And Credibility Badges
One of the essential factors in any business relationship is trust, and first impressions play a huge part in whether or not trust is a part of the picture. First-time visitors to business websites often automatically check for a Security Socket Layer (SSL) certificate on the checkout page before moving forward with purchases. These certificates provide consumers with assurance that you've taken the precaution of implementing safeguards for the purpose of protecting sensitive information such as credit card numbers and passwords.
Providers of SSL certificates offer trust badges that can be displayed on your business website. Many modern consumers look for these badges and will click away if they don't see them. As an added benefit, websites that display trust badges generally rank higher on Google than their badge-free counterparts.