In digital marketing, the importance of succinct and effective methods to enhance user experience cannot be stressed enough. To improve conversion rate, achieve higher number of links and get shared on social media, we could eliminate many procedural actions and steps.
Embed codes are a powerful way to increase links, particularly to content you would want to host on your own website. Say, on Bitly, you find a small box wherein you paste a link. Bitly shortens the link for you. However, a lengthy process with numerous steps is apparently complicated and cumbersome. Selecting the entire embed code, copying and pasting is still a couple of steps too many. Instead, an automatic pop-up, or pointing to a sector to copy to will make it far easier. All one has to do is paste the link, and the job is done.
Shorter, action-oriented emails
It makes sense to send out emails without fluff, especially at a time when most communication is accessed on mobile devices. Lengthy emails with complex dialogue is helpful between known stakeholders and when there are a lot of things to say. For outreach, it helps to talk upfront about the features, benefits and call-to-action.
Simpler sign-up forms
These do not need to require a lot of details. To start with, the website will do well to require just the first name, last name and email address. Even with this minimum input, much information can be collected later through IP address, location sensitive IPs etc. Filling in a long sign-up form can be uncomfortable, especially for those using mobile devices. All that matters is getting the essential initial sign-up.
Get to the point
As marketers, we may have a lot of things to share, like infographics, videos, blog posts etc. However, the reader should not be made to scroll up and down to locate the key message we are trying to convey. A lot of times, the readers will be keen on seeing impressive results from different campaigns that websites claim, and very quickly. Filling in the page with a lot of auxiliary content will likely confuse the readers than helping them. Bring the key point you are trying to convey upfront. It will aid return visits to the website, while also ensuring a positive brand association.
Sharing links that matter
Most of the effective social shares are the ones that point to the link directly, and not to the broad page. For instance, when tweeting a link to a competitive survey, a marketer picked the URL to the voting widget, instead of the entire page. This drove four or five times as many actions as would have by linking to the broad page.
Maintaining a logged-in experience
Logging the users out after they leave the page or after each session can be conversion killers. Also, there will be a strong likelihood of losing details of a visit by someone who might have left a comment, participated in your community or better still, been a lead for you.
While all of the above have been specific examples, the key takeaway is we can do without unnecessary steps. As web users and people who build for the web, we know that visitors are particular about accomplishing their tasks very quickly. It is in our best interest to get as specific as possible in our digital marketing efforts.