Tips to Improve Your Web Site Navigation

Chances are your company puts a lot of effort into driving customers
and prospects to your Web site. The last thing you want is for them to
be lost or confused once they get there, but that may be the case if
your Web site navigation isn’t consistent, clear and easy to use. The
fact is, anything that’s hard to use doesn’t get used very often. Busy
engineers will quickly abandon a site that’s difficult to navigate for
one where they can find what they are looking for.

Web Sites – Design & Usability

Best Practices: Online Forms

Most marketers know the benefits of using online forms on Web sites and
landing pages to capture leads. Forms offer a fast, easy way to help
separate anonymous Web visitors into motivated leads for marketing and
sales departments.

In a way, online forms are a toll booth to valuable content. Visitors
pay their toll by providing their contact information in exchange for
the content they want access to: white papers, executive briefs,
Webinar registrations and more.

The main issue with these landing pages is the drop off rate. Faced
with a form, some Web visitors are simply unwilling to part with their
personal information. That’s okay. It’s all part of the weeding out
process, separating prospects from tire kickers. But sometimes an
individual who could be a valuable lead drops off because the online
form itself or the way it is presented is fraught with problems.

To ensure your online forms are doing all they can to capture qualified prospects for you, follow these best practices.

Web Sites – Design & Usability

Landing Pages: 10 Best Practices

The objective of Web site landing pages is to convert visitors who
click from search engines, marketing e-mails or banner ads into leads
for your company. A one-page format tied to a specific offer such as a
white paper or Webinar, landing pages are an essential part of many
online marketing campaigns.

Landing pages are quick and inexpensive to produce. Created properly,
they can provide campaign cohesion by aligning the ad and Web page
creative; increase your ROI on paid search campaigns, e-mail
sponsorships and banner ads; and turn anonymous Web site visitors into
valid prospects.

To increase conversions and maximize your return from online marketing
campaigns, follow these 10 best practices for landing pages.

E-Mail Marketing Marketing, General Web Sites – Design & Usability

Questions to Ask When Evaluating Online Media

When you evaluate online marketing programs, you may have many of the
same concerns as you do with traditional media programs. Alignment with
your goals, audience, reach: these criteria apply across all media
buys. However, other issues are specific to the online world: online
metrics, conversion accountability, reputation of Web sites and more.

With suppliers allocating more of their marketing budgets to online
media, it’s important to know what to look for and ask about when
working with new media partners. Here is a list of questions you should
ask your online media partners. We’re including those questions that
apply to both online and traditional media — it never hurts to be
reminded of the fundamentals.

Industrial Marketing and Sales Marketing, General Web Sites – Design & Usability

Search Engine Friendly Web Sites

With engineers and other technical professionals
regularly using the Web to search for components and suppliers, you
need a Web site that shows up well on search engines. In an ideal
world, optimizing your Web site for search engines is a task that
begins in the planning stages of building your site.

That sounds fine, but who has the luxury of working
in the ideal world? Your company already has a Web site, but you don’t
have the budget or time in 2007 to tear down your entire site and start
from scratch. However, that doesn’t mean you can’t make your existing
site more search engine friendly.

SEM Web Sites – Design & Usability

Offering Value to Your Site Visitors

Here’s a fact: every one of your customers and prospects — big or small — are going to check out your Web site. And they will equate their experience on your Web site with what it’s like to do business with your company. A good experience on your Web site helps create a favorable impression of your company, and a bad experience will definitely turn them off.

“Give Your All to Web Site Visitors,” an article that appeared in the May 2007 issue of the Marketing Maven, offers examples of simple content, functionality and interactivity features that can be added to your site for a more positive user experience.

Web Sites – Design & Usability