Best Web Design Services (It’ll Surprise You)

When we need a new website design, where do we go? An agency right? And if we’re going to use an agency, we should probably get one of the best agencies, right? Turns out, web design agencies are usually a waste of money. There’s one situat…

When we need a new website design, where do we go? An agency right? And if we’re going to use an agency, we should probably get one of the best agencies, right? Turns out, web design agencies are usually a waste of money. There’s one situation where they’re worth it. In every other case, you […]

The post Best Web Design Services (It’ll Surprise You) appeared first on The Daily Egg.

Why Marketing Flywheels Work

The first few years of my career were awful. Drowning in debt, losing nine out of ten pitches for new business, failing to earn clients. It felt like nothing I did moved the needle until I started my blog and slowly, very slowly… things changed.

The first few years of my career were awful. Drowning in debt, losing nine out of ten pitches for new business, failing to earn clients. It felt like nothing I did moved the needle until I started my blog and slowly, very slowly… things changed. Gradually, more and more people visited my website (seomoz.org, which became moz.com). The content sucked,…

How to Do Usability Testing Right

User experience is one of the most important aspects of having a successful website, app, piece of software, or any other product that you’ve built.  You can’t make assumptions about the choices that your designers and developers have made during …

User experience is one of the most important aspects of having a successful website, app, piece of software, or any other product that you’ve built.  You can’t make assumptions about the choices that your designers and developers have made during the building process. Just because the wireframe they used looked good on paper, it doesn’t […]

The post How to Do Usability Testing Right appeared first on The Daily Egg.

Discover What Your Audience Is Thinking, Feeling, and Doing on Your Website

The insights gained from user research are foundational to creating stellar user experiences. But because all projects have unique differences, UX teams should tailor their research approach to fit the needs of each one. When determining an appropriate…

The insights gained from user research are foundational to creating stellar user experiences. But because all projects have unique differences, UX teams should tailor their research approach to fit the needs of each one. When determining an appropriate methodology, the True Intent Study shines because of its efficiency, effectiveness, and scalability. Use this powerful research tool to fill in the gaps on what you don’t know about your audience and their experience on your website.

WHAT IS A TRUE INTENT STUDY?

A True Intent Study is an online research tool that measures the experience users have with a website, and provides insight for improving the design by answering the following questions:
• Who’s visiting?
• Why are they coming?
• How well do they succeed?
• What do they like or dislike?

The study begins when a site visitor is intercepted with a message to participate in an online study. Visitors who agree are directed to continue with whatever they came to do on the website. Once finished, they’re directed back to the survey and provide feedback about their experience.

THE BENEFITS

The data collected through this approach comes from actual visitors while they naturally interact with the website. Furthermore, this data is powerful in guiding UX teams through the redesign process because it helps them empathize with users and understand how to address their needs.

Insights

Quantitative data shows the demographics of site visitors and helps identify key user profiles. It also helps you to better understand how different characteristics influence performance and the overall experience of the site. Data from subjective ratings allows you to evaluate the site on key attributes, such as usability, appearance, loyalty, and credibility, and then benchmark the attributes against future design improvements.

UX

Qualitative data provides rich insights into the issues users encounter on the site and improvements that should be made. Reading user comments is helpful for empathizing with users and deeply understanding their experience on the site.

Scalability

Some websites are so large that a single True Intent Study may not be adequate. In these cases, multiple studies can be deployed to target sections of interest. For example, separate studies can be tailored and deployed to target the enterprise, consumer, and support sections of a website. Studies can be scaled up or down depending on the size and needs of the site.

Although the general report provides key insights and recommendations, the qualitative data can be utilized to create other key deliverables. For example, we often collect thousands of user comments in a single study; these comments can be used to create an affinity diagram, personas, and/or an experience map that can inform site maps and content strategies that will resonate with users.

Flexibility

There’s never a bad time to deploy a True Intent Study. Ideally, you would deploy the study right before a redesign to provide insights for the new design. Once the new website launches, you can conduct a second study to see how well it performs using the first study as a baseline. A True Intent Study could also be used as a yearly health checkup, which would inform ways to continually improve the user experience.

DESIGNING A STUDY

When designing a True Intent Study, it’s important to plan how visitors will be intercepted on the site and to align the survey questions with project objectives.

Intercepting Users

The success of a True Intent Study depends on how well you recruit participants through the online intercept; therefore, it’s important to set it up correctly. The study can gauge the entire web experience by intercepting users from the home page or it can be used to evaluate key areas of the site by targeting specific landing pages or sections of the site. The study can also run over a targeted amount of time: users can be intercepted during an ad campaign or over key dates unique to your website and audience (e.g., collecting data on holiday shoppers). Determining the objectives of the study will direct how to best set up and deploy the intercept.

Asking the right questions

To gain the best insights from the study, it’s critical that you ask the right questions. Profile questions like title, age, and experience with technology can shed light on how these user characteristics may be influencing their overall experience. Other questions can be about specific features and behavior on the site. You may want to understand how people are using a specific section of the site, or you may want to find out why a feature is not gaining traction. For example, one of our clients wanted to know why visitors weren’t signing up for their newsletter. After evaluating the site, we noticed the newsletter sign-up was a bit hidden. We suspected users were not seeing the call to action, so we asked visitors if they were aware of the newsletter and if they were interested in receiving it. We found that just under half of visitors weren’t aware of the newsletter, and of those, about half were interested in subscribing to it. With this finding, and other insights from the study, we were able to improve the strategy for increasing newsletter subscriptions.

UX Graph

When in doubt, get an expert

An experienced UX researcher can help you through the logistics, and craft the kinds of questions that will yield the most relevant insights for your specific project. They can also help with analyzing data to discover findings and actionable recommendations on how to improve your site. A good researcher can finally introduce you to your audience.

IN A NUTSHELL

If you are considering running a True Intent Study, you’ll need to consider:

  1. How much of the website you want to study, depending on areas you want to focus on and the scale of the site—because you want your data to be manageable.
  2. What questions to ask in the survey based on any gaps in knowledge about your users and their experience on the site.
  3. When and for how long to conduct the study, based on things like seasons and site redesign stages. The length of each study will depend on your site traffic, and how long it takes to get a decent amount of participants. We recommend a minimum of 200 participants.
  4. Where to intercept users in relation to the features you want to test.
  5. How to analyze and present the data in a way that gives your team a clear direction on how to improve the site.
  6. When to engage an expert. There is a lot to consider, and a lot to gain. If you have never run a True Intent Study, our UX researchers can lend a hand to ensure it’s done quickly and effectively. With our experts you can design, run, and analyze a study within a few weeks.

Learn more about Merkle's Digital and User Experience capabilities here.

20 Tricks to Double Your Ecommerce Conversion Rate

Every ecommerce website has room for improvement. Whether you’re starting a new ecommerce shop from scratch or you’ve been in business for a decade, there are always ways to make more money. Boosting your conversion rate is the best way to generate mor…

Every ecommerce website has room for improvement. Whether you’re starting a new ecommerce shop from scratch or you’ve been in business for a decade, there are always ways to make more money. Boosting your conversion rate is the best way to generate more revenue.  You won’t have to worry about changing your products or even […]

The post 20 Tricks to Double Your Ecommerce Conversion Rate appeared first on The Daily Egg.

Mobile Ecommerce Checkout: Maximizing Conversions

Having trouble viewing the text? You can always read the original article here: Mobile Ecommerce Checkout: Maximizing Conversions
Concerned with your mobile ecommerce checkout conversion rates? Discover how to maximize these seemingly fickle mobile vis…

Having trouble viewing the text? You can always read the original article here: Mobile Ecommerce Checkout: Maximizing Conversions

Concerned with your mobile ecommerce checkout conversion rates? Discover how to maximize these seemingly fickle mobile visitors. There are approximately 50 million mobile-only users in the US alone. That’s roughly one in five American adults who are “smartphone-only” internet users. If all they have is a smartphone that’s what they will use to shop from […]

The post Mobile Ecommerce Checkout: Maximizing Conversions appeared first on Conversion Sciences.

Five Reasons Why Advertisers Should Be Using Snapchat

In a world where Facebook rules supreme, it can be challenging for advertisers to think outside of the Newsfeed when seeking efficient prospecting growth; that’s where Snapchat comes in. Designed for a mobile-first generation, Snapchat offers advertise…

In a world where Facebook rules supreme, it can be challenging for advertisers to think outside of the Newsfeed when seeking efficient prospecting growth; that’s where Snapchat comes in. Designed for a mobile-first generation, Snapchat offers advertisers a place to reach youthful audiences at tremendous scale. Here are five advantages of Snapchat that should be brought to your next media planning discussion:

1. Reach an Underserved & Highly Engaging Demographic

When proposing Snapchat as a new option for a media plan, consider how this platform is positioned to reach a unique group of young users, with 78% of internet users ages 18-24 using Snapchat. The buying power is there for these users as well, with Gen Z having an estimated 143 billion dollar buying power in the United States in 2018. Sometimes it’s not enough to simply reach users. Advertisers want to ensure audiences are engaged with the ads their creative teams have worked hard to develop and Snapchat excels in this regard. In Piper Jaffary’s latest “Taking Stock with Teens” survey, Snapchat had an engagement rate of 81%, compared with Facebook’s 31%. Additionally, while 85% of Facebook videos are watched on mute, 60% of Snap Ads are watched with audio turned on. This data supports that Snapchat’s users are active and are more likely to engage with content.

 Snapchat offers an audience building tool, allowing for easy inclusions and exclusions of your target group. The tool lets advertisers reach audiences based on CRM data, interests, location, demographics, and how they’ve interacted with competitor brands. With the installation of the Snapchat pixel, advertisers can get the most out of these audience learnings, by tracking what action a user takes after seeing their ad, as well as gaining the ability to measure the cross-device impact of their campaigns.

2. Unique Ad Formats

Snapchat offers three key objectives to frame campaigns around: awareness, consideration, and conversions. It also offers other nuanced objectives such as app installs or lead generation, which  compete against Facebook’s ad objective offerings. Under these objectives, you can create content for three main ad formats:

  1. Single Image or Video Ads. These are full-screen ads that appear in-between users’ stories. This format is ideal if you are prompting the user to take an action like swiping to your website or downloading an app.
  2. Collection Ads. These ads also appear in users’ stories and showcase a series of products which gives users an avenue to browse a selection of different shoppable items, and it’s  perfect for conversion objectives.
  3. Story Ads. This format is  comprised of a series of three to 20 images, or videos, that live alongside other popular content. Content is tailored to the users’ preferences within the “Discover” section of the app and has the benefit of appearing native.

There are additional “big ticket” formats that are, while more expensive, extremely engaging. These special formats include AR Lenses (which allow advertisers to create interactive moments with augmented reality), Filter Ads (which are creative overlays that can be applied over Snaps), and Commercial Ads that are non-skippable for six seconds and found within Snapchat's Curated Content. These formats are perfect for sporting events, holiday campaigns, or any other time you want to stand out with an interactive unit.

3. Achieve Efficiency Across Upper and Lower Funnel Tactics

It is forecasted that in 2020, 33% of US marketers will advertise on Snapchat with 87% advertising on Facebook, specifically. With fewer competitors in-market and 218 million average daily users, Snapchat offers the opportunity for significantly lower cost-per-thousand impressions (CPM) for campaigns. In fact, in Q1 2018, Snapchat’s average CPM was $2.95 CPM compared with FB’s $5.12 average, highlighting the efficiency that can be captured when compared with more saturated markets like the Facebook Newsfeed.

For retailers specifically, there is increased potential for driving campaign success through a Snapchat activation. Strong video ad formats, on-site tracking capabilities, and a shopping-affinity audience all add up to a formula for success for retailers who have a wide array of key performance indicators. With US Snapchatters being 20% more likely to make a purchase on mobile, Snapchat is especially enticing for mobile-only conversion campaigns. As part of its lower funnel strategy, retailers can capitalize on shoppable ad formats like the Collections ad.

4. Capitalize on a Growing Platform

In a fast-moving and competitive digital world, advertisers are starting to catch on to Snapchat’s growing potential. It won’t be long before Snapchat becomes saturated with advertisers, resulting in CPMs and CPCs similar to those we see on platforms like Facebook.

Last year, Snapchat’s worldwide advertising revenue increased 44%, to 1.53 billion dollars. In the US markets particularly, growth is accelerating quickly, with ad revenues expected to grow an additional 24.3% this year alone.

This growth can be attributed to three key business initiatives Snapchat has tackled: 1) Snapchat’s extension of their self-service marketplace, allowing more advertisers to enter the space more easily; 2) its positioning as an AR leader among social platforms, and 3) its improvements to Android applications. By launching Snapchat campaigns now, advertisers can garner creative and audience learnings at the efficiency levels we’re currently seeing, thus, better preparing campaigns to remain strong when CPMs and CPCs rise within the platform.

5. Enhance your Drive to Story Strategy

Snapchat can map all your stores and physical locations, which gives you the ability to target users around specific stores with custom in-store messaging. To take accuracy a step further, you can also apply demographic, interest data, and custom audience data to reach the most applicable audience that is within your store’s radius.

For a full funnel drive-to-store campaign strategy, your Snapchat campaign can measure foot traffic and then build a re-engagement audience to retarget users with stronger CTA. For example, your campaign can target a user who passed your store a week ago with a message like, “Come back for 10% off your next purchase.”

By incorporating Snapchat into digital media marketing plans, advertisers can capitalize on low CPMs and reach a highly engaged demographic. With objectives to match a plethora of campaign goals, Snapchat gives advertisers options outside of the traditional Facebook Newsfeed.

10 Best Heatmaps for WordPress Plugins

Heatmaps are visual reports that represent recorded clicks on different areas of a web page.  The information provided in a heatmap is extremely valuable to anyone who owns and operates a website. You can use a heatmap to determine which areas of …

Heatmaps are visual reports that represent recorded clicks on different areas of a web page.  The information provided in a heatmap is extremely valuable to anyone who owns and operates a website. You can use a heatmap to determine which areas of your website are getting the most amount of clicks.  This visual data makes […]

The post 10 Best Heatmaps for WordPress Plugins appeared first on The Daily Egg.

How to Create an E-commerce Website in 15 Minutes

Want an E-commerce site but worried you’re not tech-savvy enough to make it happen on your own? No worries. With user-friendly platforms like Wix, you can have an E-commerce website up and running in as little as 15 minutes. With its drag and dro…

Want an E-commerce site but worried you’re not tech-savvy enough to make it happen on your own? No worries. With user-friendly platforms like Wix, you can have an E-commerce website up and running in as little as 15 minutes. With its drag and drop features and artificial design intelligence (ADI) tool, Wix makes it easy […]

The post How to Create an E-commerce Website in 15 Minutes appeared first on The Daily Egg.