Categories
Conversion Optimization Marketing

Top Digital Marketing Trends To Keep Up With

Reading Time: 8 minutes

Top Digital Marketing Trends To Keep Up With

Digital marketing trends are constantly evolving and consumer’s preferences are always changing. Sticking solely to old marketing methods are no longer viable, and it is important to keep up to date with new marketing trends in order for your business to grow even further. Especially with the huge advancements in technology today, digital marketing has risen exponentially in popularity that it has become an essential part of every business. Here, I will provide you with the top 8 digital marketing trends that every business should consider.

Top 8 Digital Marketing Trends

1)     Chatbots

85% of customer interactions will be handled without human agents by 2021 

Source: SmallBizGenius

69% of consumers prefer to use chatbots for the speed at which they can communicate with a brand

Source: Salesforce

In the fast-paced society today, efficiency is key. People often require answers as soon as they pose a question. They make decisions quickly and want answers immediately. You cannot afford to let your customer wait several days just to get a reply. 

Chatbots provide immediate automated response throughout the whole day, making them highly efficient and a preferred choice of communication for many. Many companies are already exploring the use of chatbots in their businesses, and you definitely won’t want to be missing out!

Some free chatbot tools that you can check out are ManyChat and Chatfuel. These tools allow you to create chatbots for your website easily without needing any coding experience.

Chatbot by Sephora
Source: Example of a chatbot from Sephora
2)     Video Content

84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video

Source: Wyzowl

Customers love visual content. Video content has always been a hit among users, and this is unlikely to change anytime soon. They are highly engaging, which makes it an effective way to promote your brand and its products or services. Video content can also take the form of live videos, for example on Facebook and Instagram. Live videos are a great hit among users as they are engaging and interactive. Instead of merely receiving one-way information from the streamer, viewers also get to send in their comments in real-time. Any questions that they have can be clarified on the spot by the streamer, which will also benefit the others watching the live video.

The creation of videos need not necessarily be expensive, as brands with budget constraints can explore free video tools such as OpenShot, Lightworks, and Clipchamp to create quality and engaging videos. 

3)     Influencer Marketing

87% of shoppers were inspired by an influencer to make a purchase

Source: Streamline

Influencer Marketing is a great way to publicize and promote your products or services due to the large following the influencers have. It is one of the best ways if you want to get your brand known by many in the shortest amount of time. Influencers tend to be figures that are looked upon by others, and people are usually curious towards products that influencers are using or have endorsed. The good thing about influencer marketing is that you can choose to work with an influencer whose image and feed is more suited towards your brand so that it is more targeted towards audiences who are more likely to be interested and thus increase conversions. For example, if you are selling beauty products, you might want to engage a beauty influencer to promote your brand since their followers would lean more towards those interested in beauty as well.

An example of influencer marketing by popular beauty influencer Jenn Im:

Beauty Influencer Jenn Im on Instagram
Source: Instagram @imjennim
4)     Voice Search

48% of consumers use voice assistants for general web search

Source: Search Engine Land

There is an increasing trend of people using voice search due to its increased convenience. Almost half of consumers use voice search when making searching on the web. This makes it an important component of digital marketing that companies should start focusing on. 

However, the way people search through speaking and typing is different. When people type, they tend to type out the main points in a short and concise manner, but when they speak, they speak out in full sentences in a more conversational style.

For example,

Typing: Fun indoor activities 

Speaking: What are some fun activities that I can do at home?

Hence, you need to carefully conduct keyword research as well as revise the keywords you have used in the past. Try thinking from the user’s perspective instead. As people often use voice searches to ask questions, the 5 Ws- Who, Where, Which, Why and What should be included in your keywords, as well as ‘How’. Long-tailed keywords should be considered as well. 

5)     Create Stories 

Stories are a great way to engage your audience. Instagram and Facebook stories were a hit when they were introduced and are now used by over 500 million people daily. There are many interactive features for you to use such as polls, questions and even quizzes. These features are especially useful in helping you gather feedback for your business and they also allow you to find out more about your consumer’s preferences. 

Instagram story from Lady M
Source: Instagram story from Lady M @ladymsg
Instagram Story from Lady M
Source: Instagram story from Lady M @ladymsg

To make your stories more appealing, there are stickers and GIFs available for you to use too. As a form of engagement with their fans, brands such as Benefit Cosmetics have created their own GIFs and encouraged fans to use them with their stories.

Benefit Cosmetics GIFs
Source: GIFs by Benefit Cosmetics on Instagram

These make stories more engaging and interactive as compared to normal posts where it is mainly one-way information. Viewers are also more likely to engage in your stories since the only person able to see their votes, input and feedback is the account that posted it, which makes it more private and personal.

6)     Shoppable Posts

130 million accounts tap on shopping posts to learn more about products every month

Source: Instagram Business

Shopping on Instagram is the new in-thing! Users can now shop and purchase products on Instagram. Given the huge number of people using Instagram, shoppable posts are definitely something that you should leverage on for your business. 

Ecommerce stores can now create shoppable posts where they display images of their products, and a tag containing the product name and price will appear when users click on them. To make a purchase, users simply have to click on the tag and the option of viewing it on the website will be displayed.

Shoppable posts on Lady M's Instagram
Source: Instagram shoppable post from Lady M @ladymsg
Shoppable posts on Lady M's Instagram
Source: Instagram shoppable posts from Lady M @ladymsg
7)     Augmented Reality (AR)

With the great advancements in technology today, AR is increasing in popularity, and many are looking to incorporate AR into their businesses. For example, IKEA’s mobile app uses AR to allow shoppers to see how their furniture will look in their own homes. This allows shoppers to make better decisions and find the furniture best suited towards their home. Makeup brand NARS also allows people to try on different shades and models of their beauty products through AR on Instagram. However, this feature is only available for certain brands at the moment as it is still in the testing phase. This feature increases convenience as people can now try out the products at home instead of going down to the store personally. This also enhances their online shopping experience as it is a lot more engaging and interactive, and helps them to decide on a product more easily.

Instagram AR feature by NARS
Source: Example of Instagram AR shopping feature by NARS Cosmetics from Engadget
8)      Personalization

80% of those who classify themselves as frequent shoppers say they only shop with brands who personalize their experience

Source: SmarterHQ

I cannot stress enough on the importance of personalizing your website to suit your customers based on their different needs and preferences. When a website is not personalized, the content shown is likely to cater to a general audience. However, every individual has different preferences and the content shown to them might not be what they are interested in. Personalizing your website will ensure that the content displayed is catered to the user’s specific needs and interests, and ensures that the content is relevant to them. Thich would increase the chance of them converting into customers.

An example of a good website personalization is Amazon, where it recommends you products that you might be interested in through analyzing what you have searched and purchased previously. This has proven to be a highly effective strategy for them, as 44% of customers purchase items from their recommendations.

Amazon Recommendations Example
Source: Example of recommendations on Amazon

Looking to increase your conversions?

The first step towards creating awareness of your brand and attracting people to your website is by having knowledge of the current digital marketing trends and using these marketing trends to your favor. The next important step is to work on getting conversions, and one such way to effectively do so is through the method of social proof

Social Proof has a huge impact on a consumer’s decision-making process. When done right, it can be a very effective method to increase conversions and drive up sales. However, for it to be effective, choosing the right tools is important as well. That’s why at Ping Proof, we provide you with just the platform to get it done. 

With Ping Proof, you can create and customize notifications to your website visitors in a matter of minutes. 

Random Review 

An interactive way for users to give feedback about your site

Informational 

Fully customizable informational message for your users

Ping Proof - Social Share

Video 

Easily display a small widget with an informative YouTube video.

Email Collector

Easily collect emails and generate leads from your users.

Many competitors out there have already implemented Social Proof on their websites. You simply can’t afford to miss this step. Want to convert your website visitors to customers? Start your journey now with Ping Proof! Request for a 14-days free trial with us today!

                       

Categories
Conversion Optimization

Call-To-Action (CTA): The Smart Move To Grow Conversions

Reading Time: 7 minutes

Call-To-Action (CTA): The Smart Move To Rapidly Grow Conversions

What Is Call-To-Action (CTA)?

Call-to-action (CTA) is a prompt that encourages visitors to perform a specific action on your website. Different CTAs have different objectives, but the ultimate purpose for CTAs is to really bring users down the marketing funnel to drive conversions and sales. Common CTA examples include ‘sign up now’, ‘try it now’, ‘click here to learn more’ and ‘redeem your coupon now’. It usually appears in the form of a button, but it can also appear in the form of an image or words. Essentially, there is no one-size-fits-all solution for CTAs, so as a website owner, you will have to determine the objectives and decide on the most appropriate one to use.

For example, a design company selling a design software might include a CTA that states ‘click here for a free trial’ to encourage free trial sign-ups. This would immediately bring to the users’ attention that they have an option of a free trial, which otherwise they might be unaware of and the company would miss the opportunity of getting the users to experience their software.

Why Is CTA Important?

CTAs can greatly help to boost conversions and sales. Having CTAs on your website displays ‘proactiveness’, whereby instead of having the customers to search for the available options themselves, you make the first move by anticipating their actions and providing them with the options instead. 

Without a proper CTA, visitors who may be keen to find out more about your products or services may be lost and unsure about how to proceed to the next step, and you most certainly do not want to let your users spend extra time trying to navigate their way around. This makes it a very poor user experience and will lead to drop-offs. Hence, CTAs are important in helping to guide users to take the next steps.

Tips For An Effective CTA

1)  Position

There have been debates about where to place the CTA: above or below the fold. In fact, both have their benefits.

Above the fold – Placing the CTA above the fold is useful as many people only read the headlines and skip the content, hence they might not notice the CTA if it’s placed below the fold. Some might also have read about your products or services elsewhere and entered your website just to find out the next steps they can take, hence putting the CTA above the fold would capture their attention immediately and make navigation easier for them.

Below the fold – Many users, especially first-time visitors, may need to read more content to find out more about your products or services before they are convinced and willing to click on the CTA. Furthermore, if users have read more content on your webpage, it indicates a higher interest in your products or services, and hence a higher chance of them clicking on the CTA.

Open Mile’s conversion rate increased by 232% when they reduced clutter around their CTA. 

Source: Delhi School of Internet Marketing

It is also important not to place the CTA in a position surrounded by many other images or texts as it would be messy and would make the CTA less obvious. As it is crucial for the CTA to stand out and be recognized immediately, leaving negative space around it would definitely help to improve its visibility.

2)  Frequency    

Multiple Call to Actions Increased Conversions by 20%

Source: Invesp

Ideally, every page should have at least one CTA. Placing a CTA on every page of your website allows users to know what actions they can take after reading the content on each page.

There is no harm in putting multiple CTAs per page, but be careful not to include excessively as this might overwhelm the readers and confuse them. You should avoid the situation in which they have to spend quite some time deciding between the multiple CTAs or even being confused and unsure about the differences between them. Poor user experience is definitely not something that you would want for them. 

3)  Design 

The CTA should be attention-grabbing and stand out from the rest of the content. It has to be immediately recognizable with one clear look, without the user having to spend time searching for it or even worse, being unable to find it. 

Color – The color of the CTA button should have a good contrast from the other colors used on the website. Avoid using a color that is already used by the other words on your website as it may blend in and make it less obvious that it is a CTA. Brighter colors should preferably be used instead of dull ones to make the CTA stand out.

Size – The size of the text in the CTA should be bigger than the size of the other text on the page so as to draw the user’s attention to it, and to highlight its importance.

Font – The font used should be easy to read, and not too complicated. The user needs to be able to make sense of the words at first glance.

CTA button on Hootsuite
Source: Example of a CTA from Hootsuite
4)  Copy

The CTA and its copy come hand-in-hand. Not only does the CTA need to be visually outstanding, but the copy also needs to be convincing and compelling enough such that the user will find the need to click on it. No matter how attractive your CTA is, if the users are not convinced, they ultimately will not click on it.

The copy should preferably state the benefits users get by taking that action, its importance as well as highlight the need and urgency to take the action. It should make the users feel that they are missing out on something possibly beneficial to them if they do not click on it. Hence, a well-designed CTA button should always be accompanied by a compelling copy for maximum effectiveness.

Choosing and using the right words for your CTA is really important. There are several points that you should take note of:

Be Clear – The CTA needs to state clearly what the action is about, and exactly what to expect after clicking on it. The action must be exactly the same as described, and should not be a bait to lead the user to a different link to perform another action. This would result in you losing your customer’s trust and it may also deter them from further exploring your website.

Get straight to the point – Don’t beat around the bush and get straight to the point. The text on the CTA button should be concise, simply stating the main purpose of it.  Any elaborations should be placed in the text leading to the CTA button, and not on the button itself.

Use simple yet powerful words – Use words that are easy to comprehend yet powerful in getting the user to click on the CTA. Examples of effective words frequently used are: Learn, Free, Get, Start, Now, and Try. Also, creating a sense of urgency among users can be highly effective due to the fear of missing out (FOMO) mentality among people. You can do this by using words such as ‘Limited Time Only’, ‘Only For This Week’ and ‘Offer Ends Soon’ to tell users that they would need to act fast if they want to claim the offer.

CTA button on Slack
Source: Example of CTA from Slack 
5)  A/B Testing

Different people may react to a particular CTA differently, and the same CTA button can also have different effects when placed on different websites. There is no single ‘perfect CTA’ button for all to use. Hence, it is crucial for you to conduct A/B testing to determine the preferences of your audience. You can do this by changing the color, positioning, and text of the CTA. Even making the slightest changes that you thought didn’t matter may result in a drastic change in click-through rates (CTR). Never assume that a CTA is the best CTA, as you will never know until you test more options.

For example, Humana, an insurance healthcare provider, achieved a 433% increase in CTR by altering its CTA such as changing its color, text, and text length. 

CTA button on Humana
Source: Crazy Egg

This example shows exactly how crucial and effective A/B testing is in creating wonders for your click-through rates. You will never know how making changes to your CTA can impact your business until you try it out.

Looking To Increase Your Conversions?

Paying attention to your CTA is indeed essential if you want to boost sales and conversions. However, improving your CTA is just one of many other aspects that you can work on to boost your conversions. Another key aspect that you should focus on is Social Proof.

Social Proof has a huge impact on a consumer’s decision-making process. When done right, it can be a very effective method to increase conversions and drive up sales. However, for it to be effective, choosing the right tools is important as well. That’s why at Ping Proof, we provide you with just the platform to get it done. 

With Ping Proof, you can create and customize notifications to your website visitors in a matter of minutes. 

Emoji Feedback

An interactive way for users to give feedback about your site

Ping Proof - Live Counter

Informational Feedback

Fully customizable informational message for your users

Ping Proof - Social Share

Countdown Collector      

Create urgency/FOMO with a countdown timer and an input for lead generation.

Ping Proof - Conversions Counter

Coupon

The best way to let your users know that you are running a sale.

Ping Proof - Random Reviews

Many competitors out there have already implemented Social Proof on their websites. You simply can’t afford to miss this step. Want to convert your website visitors to customers? Start your journey now with Ping Proof! Request for a 14-day free trial with us today!

Categories
Conversion Optimization

Social Proof – The Essential to Boost Website Conversions

Reading Time: 8 minutes

Social Proof – The Essential to Boost Website Conversions

“I’ve tried so many marketing strategies but none seem to work!”

“It seems like our competitors are growing in sales, but ours seem to remain stagnant!”

“What affects the customer’s decision making process and what marketing strategies can I use to influence them to buy from us instead?”

I’m pretty sure these thoughts have crossed your mind before.

You have probably observed this before: Businesses that are already flourishing tend to see an even greater amount of sales each day with their increasing customer base, while on the other hand, businesses that are struggling with low sales tend to continue experiencing stagnant, or even declining sales for a long period of time. So why are the flourishing businesses able to multiply their customer base so rapidly, and how do they do it?

The key strategy is, in fact, Social Proof – the proven and effective psychological marketing method that will help boost your conversions and sales. 

Now that you know about it, it is not too late to act on it. Once you implement it, you may just see spikes in your sales and conversions that you have been envisioning but never thought was possible.

What is Social Proof?

Social proof is the idea that the behavior of consumers are influenced by other consumers. When many people perform a certain action, others are more likely to follow in their footsteps. People often trust the choices of others and tend to want to follow the choice of the majority. It is the mindset that ‘If many are doing it, it must be the right way’. 

Long queue outside Apple Store
Source: Johnny Evans

This is social proof at its best. Just by looking at this massive queue in front of the Apple store, it makes you feel as if there’s something extraordinary about their products that you’re missing out on, and makes you curious about their products too right? That’s exactly how social proof works. 

Why is Social Proof Important?

About 95% of shoppers read online reviews before making a purchase.

Source: Spiegel Research Center

93% of local consumers use reviews to determine whether a local business is good or bad.

Source: BrightLocal

This greatly highlights the importance of Social Proof in a consumer’s decision making process. If the majority of consumers rely on Social Proof before making their purchases, it is definitely something that you should leverage on for your business, and it might just be the missing key factor towards your business’ success.

Social Proof also increases credibility and reliability for your business. It is normal for customers to think twice before taking action on something that they have not tried before. Hence, sharing past positive experiences of other customers can reaffirm their decision in converting. Additionally, if they are deciding between 2 different brands, the one with more positive feedback from customers will definitely have the upper hand in winning the heart of the customer.

Let me share with you 8 types of Social Proof that you can leverage on for your business.

8 Social Proof Tips

1) Reviews

92% of consumers hesitate to make a purchase if there are no customer reviews.

Source: Fan & Fuel

Do you really want to risk losing 92% of the visitors on your website? I cannot emphasize enough on the importance of putting customer reviews on your website. Positive reviews show that the customers have tried and tested your product or services, and can verify its quality and goodness since they’ve had first-hand experience with it. Another benefit is that customer reviews help to prove that ‘what you see is what you get’, and that the product or service is similar to what is shown or described on the website. This also helps to build and gain your customer’s trust, and customer trust is a crucial part of any business as it helps to achieve brand loyalty. Big brands such as Amazon and Alibaba have long implemented the review system on their websites.

Positive Review on Amazon
Source: Amazon
2) Influencer & Celebrity Endorsement

Influencer Marketing Campaigns Earn $6.50 for Every Dollar.

Source: Digital Marketing Institute

8 out of 10 consumers have purchased something after seeing it as a recommendation by an influencer.

Source: Oberlo

Influencers and celebrities often have a large following and large fan base. They are people with authority as many look up to them and even ‘idolize’ them. Upon seeing a product or service endorsed by them, people would assume that it’s super cool and probably of a good standard since endorsing low quality products may ruin their image. Celebrities are even a notch higher as they are essentially walking advertisements so any product or service that they endorse is definitely going to get a huge amount of attention. Hence, their large following coupled with the trust people have in them makes Influencer and Celebrity endorsements an effective Social Proof method.

For businesses out there with a tighter budget, fret not. You can always start by experimenting with micro influencers, influencers with a smaller following which may be more appropriate for your budget.

3) Testimonials

Some may ask what’s the difference between reviews and testimonials. Well, the difference is that testimonials are longer, more detailed and more impactful. They are also managed by the company itself. Testimonials can appear as a written or video format.

The significance of testimonials is that if someone bothers to take the time out of their busy schedule to write or appear in a video to give his or her testimonial, it shows how great the product or service must be to make the consumer actually want to personally endorse and recommend it to others. Also through the testimonials, it would make others curious as to whether the product or service is really as good as claimed and would want to try it out for themselves too.

An example of a good testimonial would be one that talks in depth about the benefits of the product or service, how it has impacted the customer or how they have benefited from it, as well as the factor that differentiates it from others. Highlighting the customer’s plans to use the product or service long-term would create a positive impact on the viewers as well since it shows that the product or service is good enough to create customer loyalty towards your brand.

Furthermore, if you have established a close relationship with your customers, you can consider building an entire blog or customer stories section on your website, which will be greatly beneficial towards your brand.

An example of a testimonial by a customer on Codeacademy:

Positive Testimonial on Codecademy
Source: Codecademy
4) Client Logos

Displaying logos of the clients you have worked with on your website helps to increase the credibility of your products and services. This is especially useful when you have big clients that are well-known. When people see that big brands are using your products and services, they would likely want to follow and do the same too. This is due to the mentality that if big brands are using your products and services, there must be something really good about them. 

An example of a good client logo display by Hootsuite:

Client Logos on Hootsuite
Source: Hootsuite
5) Referral Program

People have a higher tendency to trust reviews or referrals from people they know personally such as families and friends. Why not create a referral program to leverage on this? It is a smart move to get your existing customers to bring in more customers for you, isn’t it?

For a referral program to be more effective, implementing incentives would be a good way to encourage customers to refer the people around them. Of course, the referral process should also be simple and easy. Airbnb is an example of one of the companies that have come up with a successful referral program.

Referral Program from Airbnb
Source: Airbnb
6) Social Share Count

When people see that your article has been read by many others, they would more likely have a better opinion towards it and be inclined to read it as well. Since the article has been shared so many times, people would have the tendency to think that there must be something worthwhile about reading it. Thus, the share count would definitely be useful in creating a better impression of your content. Likewise for a Product Page, showcasing the number of social shares gives users the impression that it is a very well-liked product, giving them the faith to purchase. 

Social Share on 16Personalities
Source: 16Personalities
 7)  User-Generated Content (UGC)

The best thing about User-Generated Content? It’s free, and super impactful. Examples of UGC are social media posts by your customers about your company, products or services. They can also be unsponsored posts by high profile people such as influencers or celebrities. The benefit of UGC is that it creates publicity for your brand, without you having to pay a single cent, and it shows the customers’ genuine love for your products or services

Starbucks is one of the brands that leverage UGC, whereby they repost the UGC created by their customers and fans.

UGC from Starbucks Instagram
Source: Starbucks Instagram
8)  Power In Numbers

There’s always power in numbers. People tend to believe a piece of information more when presented with statistics.  A useful example would be Agoda, a hotel booking website. When recommending hotels, they show statistics such as the hotel ratings, number of customer reviews on that particular hotel, the number of people that booked the hotel in a day, and the percentage of guests that would recommend the hotel. This allows people to have a feel of how popular the product is among others before making their decision. Other statistics to include on your website are the size of your customer base and the number of countries in which your customers come from.  

Power in Numbers on Agoda
Source: Agoda

Want To Increase Your Conversions?

Social Proof has a huge impact on a consumer’s decision making process. When done right, it can be a very effective method to increase conversions and drive up sales. However, for it to be effective, choosing the right tools is important as well. That’s why at Ping Proof, we provide you with just the platform to get it done. 

With Ping Proof, you can create and customize notifications to your website visitors in a matter of minutes. 

Here are some of our amazing features:

Live Counter

Shows your visitors how many people are on your site to create more trust

Ping Proof - Live Counter

Social Share

Lets others share your content and generate more traffic for you 

Ping Proof - Social Share

Conversions Counter        

Establish social proof by showing how many recent conversions you’ve got

Ping Proof - Conversions Counter

Random Reviews

Display a random review/testimonial from your clients to create social proof

Ping Proof - Random Reviews

Many competitors out there have already implemented Social Proof on their websites. You simply can’t afford to miss this step. Want to convert your website visitors to customers? Start your journey now with Ping Proof! Request for a 14-days free trial with us today!