Digital Marketing Chapter 2 – Flashcards
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Website
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The most important customer-facing digital property a company owns
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Conversions
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The ultimate measure of the quality of a website's design is its ability to drive...
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Design for Usability
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Overarching philosophy is that websites should be designed so that the average user can find what they're looking for or accomplish what they want without too much thought or work and without making too many wrong clicks
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Grouped Together
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Similar items should be...
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Larger and Higher
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More important things should be...
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Clutter
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Homepages are especially prone to this and makes it difficult to decide whats most important
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Short
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Make paragraphs this and use plenty of headlines, and include bullet lists whenever appropriate
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Conversion Centered Design
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This framework is typically applied to the design of landing pages rather than webpages generally, but the framework is useful for general website design strategy
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Attention
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Is there a single call to action that attracts users...
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Context
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Where are site visitors coming from and does the message of the homepage match the customers expectations?
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Clarity
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Does the user know what will happen once he or she clicks a link?
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Congruence
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Do all the words on the webpage encourage the conversion or do some words distract potential customers from the desired behavior?
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Credibility
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Do potential customers have ample reason to believe you can deliver on your promises?
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Closing
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Use positive messaging close to the desired click region?
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Continuance
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Does the customer know they've completed the intended action and are they being encouraged to begin the next conversion?
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Three Questions
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What are you offering, why should I pick you, what do you want me to do next
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Mobile First
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Concerned less with the optimal layout and presentation of content than with versatility in content presentation across device types
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Mobile Traffic
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This type of traffic has overtaken desktop traffic in volume
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Responsive Web Design
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A method of coding elements of a webpage to detect the website visitors screen size and automatically resizing and rearranging those elements to optimize their display
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Conversion Rate Optimization
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Gaining the highest possible conversion rate only comes through this
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A/B Testing
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When you take an existing webpage and you make a change to some element of the page that you believe could improve conversion. Both are live and randomly selected to show the visitor. Then the one with the higher conversion is launched full time.
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Begin
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Once an A/B test concludes, another A/B test should ....
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Data
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Make changes to your website based on this
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User Experience Tests
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Employ this when web analytics data is insufficient
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User Experience Tests
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Giving users a list of tasks to accomplish on the website and then watch them to see what they do
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Web Design Principles
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Make changes to your website based on this
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Redesigns
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Avoid this because it prevents you from learning what was causing the poor performance in the first place
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Color Scheme
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This is not likely to dramatically alter the destiny of your website
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Contrasting Colors
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Use these to direct attention where you think visitors should attend
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Buttons
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Since these are used for a Call to Action, A/B tests should be run on the color, shape, and size to maximize conversion
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Images
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These are often more important than text since webpages are primarily scanned, not read
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Navigation Menu
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Not necessary for websites that have a clear goal in mind because it can distract visitors from the desired behavior
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Navigation Menu
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In retail, helps customers find the product they seek
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Trust Symbols
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Any symbol, icon, image, or small statement communicating to the user that the site is legitimate
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There are this many web design techniques that instill trust in site visitors
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Video
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Combine speech and image which pack more information into a short amount of time, lends credibility to the site, less effortful than reading, and useful to mobile and desktop users
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Forms
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Whether a website is generating leads or taking a site visitor through the purchase process, the visitor will have to fill this out
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Phone Numbers
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The primary lead generation method for many sites and should be featured prominently above the fold
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Landing Page
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The first webpage that a visitor to a site sees. Most digital marketers use the term to refer to a webpage that has been created in association with the marketing campaign
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Never start a marketing campaign without a dedicated landing page
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NSAMCWADLP
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Dedicated Landing Pages
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Can be crafted to precisely match the message of the advertisement so that visitors expectations and interests are addressed precisely
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Single Product Landing Pages
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If a company advertises a specific product, the landing page should be all around the same product
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Single Product Landing Pages
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Product image, unique value proposition, call to action, how to proceed, and familiar color scheme and logo should be present on this landing page
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Multi Product Landing Pages
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If a company advertises a product category, anyone who clicks this ad should arrive at a landing page featuring multiple products from this product category
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Multi Category Landing Pages
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Alternative to multi product landing page when the product type has enough variation that people are likely to have general category preferences, even if they don't have specific product references
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Lead Generation Landing Pages
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Want visitors to either call in or fill out an email form. This page should show a phone number prominently in the upper fold, typically with a call to action, and it may also provide a contract form with an additional call to action
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Subscription Landing Pages
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Site overlays (pop-up windows) asking the visitors to subscribe
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Long Copy Landing Pages
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Includes enough information to provide the complicated explanation necessitated by the product
