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As the internet has evolved, so have its users. Web marketers need to keep up with them, so here’s a little timeline with some handy hints to keep you on top of your on-page optimisation.
Before
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Be specific about what your site offers
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Keep it clean and concise
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Call to action – what do you want users to do?
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The page should be branded and trustworthy
What’s changed
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User involvement
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Trust has been redefined
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Social engagement and UGC is expected
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Design expectations have been raised
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Search equals discovery, not a sale
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Sentiment – the user needs to feel positive about you
Now
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Rethink conversions – social counts, member counts, downloads, demo counts and feedback.
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Brand strengthening – mission statements, awards, consistency, badges and positivity.
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Test all truths – layout, sentiment, features, design and navigation.
Action checklist
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Rethink goals
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Connect with other teams
- Get started
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