Which attributes describe a good landing page experience?
Which attributes describe a good landing page experience? User experience covers all the aspects necessary for a sound visitor’s interaction with the company’s products and its services. The first requirement in this regard is an exemplary user experience that matches the exact desire of the visitors, all without any complications. It aims to offer a positive understanding of your product or services that keep the visitor loyal to your brand. Here, the goal should be to keep it as simple and easy as possible for visitors to give them what they want. Because your desired conversion happens only if the customer’s desires are met. An excellent end-user experience encompasses various factors ranging from the overall design of the website, transaction ease, navigation, page download and rendering time.
Following are the few important characteristics of a good landing page:
Offer What Is Promised
Your call must align with the visitor’s intent. It means your upfront messaging meets the user’s expectations. Don’t let the customer think. Just make him click instantaneously by exactly providing him what he wants.
For example, a visitor searches for ‘The Best Engagement Ring’, and two results are shown, one with the same wording and one with slightly different. It is human instinct to go with what exactly matches its query. So, it is crucial to provide what the visitor wants precisely.
Compelling Headline
You can’t afford to skip this one. This is the first thing visitors see when they land on your page. A compelling headline help prevent visitors from leaving your page immediately. It encourages them to stick around on your page for a longer period and increases the chances to consider your offer.
No matter what you are offering, your headline must possess the following three main characters:
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Clarity
Get straight to the point. Clearly explain what is your product and what services you are offering. No question, no ambiguity.
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Relevancy
Fulfil your promise. The ad sending visitors to your page must match what you are offering. Visitors should not be disappointed on arriving at your page.
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Empathy
Feel for the visitor. Address their problems in an empathetic way. Always be ready to offer a solution to the problem.
Lightning-Fast Page Loading Time
No matter how good and promising your landing page is, if it is slow, you will lose your audience and turn their attention to your competitors. Everyone is in hurry and influenced by instant gratification. Make sure you fully optimize your website to capture as many potential customers as possible.
Appropriate Color Scheme
Appropriate and visually soothing colours to eyes please the visitors. Always use 2-3 primary colours for your brands as it imparts a sound and inviting effect to sight. For your main call to action (CTA) use one primary colour throughout the website. For secondary CTA’s a subtle version of the primary CTA is enough. For all other CTA’s, use a non-competing colour with the primary CTA. Excessive use of primary colours causes discomfort to the eyes.
Use Primary colours for main to call action buttons to guide the visitors on what button they should press. Let them know immediately what to do next. Wisely use your colour scheme to highlight specific areas on the page.
Make it Easy, Get Them Easily
More than just making the audience glance over your beautifully designed website, you are here to make them sign-up, click the purchase button, or subscribe for emails. Keep the procedure simple and easy.
Put the following few things on your checklist:
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Mark an asterisk (*) on all the mandatory fields.
Mention that all the fields starting with an asterisk are mandatory. It would be useful to let them know why you need this information.
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Mention the date format
When a date is required, clearly mention the format in which you want it to be entered. (Example: mm/dd/yy). To make it easy, provide individual dropdown boxes to enter the month, day, and year.
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Separate fields for address
When you require an address, provide separate fields for country, city, province/state, etc. Dropdowns are good options.
By keeping the above-mentioned data entry amenities, chances for error are very less. It also saves the audience from too much typing.
Friendly Tone
Imagine a situation in which you welcome your friend to your home. The same is the case here. Treat the visitors like your friends and guide them step-by-step.
Even if you make it very easy for them to enter information, there is always a chance for error. So, avoid impersonal messages that show a mistake has occurred. If it happens, come up with a sort of humorous tone to let them know what the matter is. For example:
- Another user with the same username exists, it could be your evil twin, oops!
Or
- It looks like you’ve missed a point.
Long story short, you have to assume a friendly, helpful tone even visitor makes an error. Make them feel at ease as they are talking to a human, not a robot.
Another good thing in this regard could be to avoid the red colour in such a situation. Red is negative, replace it with Yellow for caution.
Avoid Distractions
In addition, to focus on what is appealing to visitors, it is also very important to avoid what could distract or confuse the visitor. Stay away from:
- Incorrect Visual Emphasis
- Overuse Of Colors
- Rotating Banners
- Flash Animation
- Sudden Pop-Ups, Etc.
Remember, the less it is, the better it looks, and the precise it is, the more it serves. Always focus on the most important element on your landing page which is the way you present it, especially the CTA.
Wise Use of Videos
Stats show that in 2021, an average person will watch online videos for 100 minutes each day. So, if you are planning to use videos for demonstration purposes, to show testimonials of existing customers, make sure to follow the standard guidelines to avoid losing the audience.
Keep in mind the following:
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Never set a video on autostart
It is distracting and can annoy the visitors. Give them control of when and if they want to see the video.
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Label the video
It is advisable to give the video a short description of what the video is about and also mention the duration of the video. Give the visitor freedom whether they want to watch the video or not.
Conclusion
Hopefully, now you know the exact meaning of “Which attributes describe a good landing page experience?” It’s all about taking care of your customer’s desires. Here, making their browsing experience on your page easy is the key. Let them accomplish what they intend. Developing the high converting pages is not a one-time shot. It requires continual analysis. Keep a close eye on numbers, research for the best practices, and then optimize your page for desired results.
A Comprehensive Guide to Ecommerce Website Architecture
Ecommerce website architecture is one of the most imperative factors to consider when a company plans to grow digitally and sell online. Ecommerce websites have rare chances of reaching their potential through SEO if the site is difficult to navigate and buy from and facing an organizational crisis. Therefore, having the right website architecture is necessary. Understand it in terms of a house: if the foundations are not strong, the whole structure will crash down eventually. No one of us wants to happen it – especially when we completely depend on it.
Let’s have a supermarket analogy that will not function long-term if products are not properly aligned. The same applies to your eCommerce website, if there is a mess, the search engine will not consider it. And, if it takes a too long time to find the desired products, customers will just leave your website. Google doesn’t consider a website having irrelevant information to inform the users. It means you cannot depend on ranking boost as Google doesn’t consider that you’re eligible for the greater reaches of the SERPs.
If somehow a customer finds your website and it is not properly structured, he will leave it without thinking twice and move ahead. So how do you build a website architecture as per the search engine guidelines to grab potential customers?
Optimal Website Structure Helps with SEO
When Google crawls your website, it ensures whether your website meets all imperative guidelines. It determines two things: first of all, what it offers and how it appears information when a user searched for relevant keywords. A consistent website structure enables Google to understand what all about your site is and where to find important information.
Avoiding Page Cannibalization
Ecommerce website architecture usually comes up with some SEO challenges. Google sometimes tangled with duplicated content. If you have an eCommerce website for selling products remotely, such as plastic water bottles. As all products are different, but it’s tough to write anything unique. As a result, Google will not know which page needs to be ranked. Therefore, it’s important to define the page’s importance.
So how would you decide which page to select? That would be none other than the category page. If you have a category page for a plastic bottle company, you’re required to optimize the category page for all relevant keywords. To avoid the hassle of product clashing, repeat this procedure for every category page.
Step 1: Guide Users about What They are looking for
A good website architecture should have concise and clear navigation. Your potential customers buy from you, so make the process easy for them. Below mentioned navigation factors are important and affect eCommerce SEO.
Main Menu
Every website has a main menu page, and it is specially designed for the customers to know about the company. Avoid adding multiple categories to this page as it becomes confusing for Google and customers as well.
Additional Menus
Even a mid-level store is too large to fit all the categories into the main menu, and you’re required to ensure that your customers can find them easily. For this purpose, an additional drop-down comes in. Try to keep additional menus as easy and logical as possible.
Search Bars
These search bars are helpful. All stores have a broad range of products, and when a customer is unable to find its desired products – a search bar helps them to find it out.
Home Page Structure
A homepage is a page where the user lands first, and it’s a hub of a website. It should include all the important factors that push users in a direction they need to go. If they are looking for some latest products, popular products, or promotions – you need to display them on the home page.
Step 2: URL Structure
A URL structure should always follow the natural flow. If it is all over the place, it is not useful especially when your website is packed with different categories and products. When it comes to selecting the URL structure, Google recommends some structures:
- Create URL with a natural and logical flow
- Use hyphens instead of spaces or underscores
- URL length should be 70 characters
Step 3: Filtered Navigation
An eCommerce store can sell thousands of products in various sizes, colors, and prices. Filtered navigation assists visitors to navigate this information efficiently. It is an easy way for customers to find the product they are looking for with just a single click. Keep in mind that filtered navigation is not always search engine-friendly. If not done properly, it can create different URL combinations and repeated pages. For user-friendly filtered navigation, an eCommerce website should:
- Choose URL parameters that are essential for bots to index all pages
- Decide which parameter will give relevant information and resolve duplication issues
Step 4: Breadcrumbs
In website jargon, breadcrumbs map the user journey into the website. With breadcrumbs, we can:
- Decrease the number of clicks a user requires to navigate to a high-level page
- Improves the searchability of different sections and pages
- Mark the location of the user on the website
- Creates natural and logical site links
Step 5: Pagination
You have three options to display products on your website: pagination, load more, and finger-numbing scrolling into the infinity option. Today, most eCommerce website architecture use pagination as their go-to option. It allows users to separate website content into smaller parts that eliminate the repetitive clicking and take right to the products they’re looking for.
Step 6: Canonical Tags
These tags inform search engines which specific page they need to look at. Ecommerce websites usually have multiple options with similar content inside. It is a method of selling the same product in various ways, such as color and material. Placing canonical tags guides the search engines where to put focus to search the value. These are used for product pages, but it’s a great idea to use them on product pagination and variations.
Final Words
An eCommerce website structure helps in making the business effective when selling online. Neither marketing promotions nor advanced SEO techniques are enough to make the online store successful as it is complex to navigate. Instead, a smooth website is necessary to achieve the goals, grab customers, and generate sales.
Different Types of Chatbots to Meet Business Objectives
The connection between customers and brand interaction has transformed with the development of chatbots. They are an advanced addition for many businesses to their sales and marketing team. Chatbots are redefining how brands and people interact with each other. The change that chatbots bring to business makes them grow more digitally.
Businesses are making the right use of chatbots. They are performing as 24/7 customer service agents, assisting businesses by providing data points to predict user behavior. Technology, software design, and different types of chatbots depend on the customer base. Your business objectives define what kind of chatbots are best for continued success. An impeccable chatbot strategy always starts with knowing the types of chatbots and their limitations.
Some Major Types of Chatbots
The rise in technology has been as dynamic as the evolution of chatbots capabilities. Chatbots can be generally categorized into different types.
Scripted/ Quick Reply Bots
These chatbots are used to cooperate with the customers based on predefined knowledge and technical capabilities that can respond to fixed instructions. For this purpose, all queries need to be gathered with a specific language programmed in the chatbots.
Natural Language Processing (NLP) Chatbots
These chatbots are one of the major applications of artificial intelligence. Primarily, all chatbots use AI technology, and NLP describes a user’s input such as text or voice to an intent. In these chatbots types, messages are classified to obtain variables for an answer and language parsing is done.
Voice-Enabled Chatbots
Voice-enabled chatbots offer customized experiences for users. They accept user’s input when they talk, act upon their request, reply to their queries, and accomplish creative tasks. Through text-to-speech (TTS) and voice recognition APIs, different businesses now can make their voice-activated chatbots.
Social Messaging Chatbots
These chatbots are integrated within a social messaging platform such as Messenger, WhatsApp, Telegram, and Slack. It enables users to directly communicate with the bot as they do with their family or friends.
Service/Action Chatbots
To complete the user’s request, these chatbots collect relevant information from the user. These chatbots are mostly used in the airline industry. It has become easy for customers to check their flight booking, flight reservation prices, and statuses as well.
Context Enabled Chatbots
Contextual chatbots are an advanced form of conversational chatbots. To remember the earlier chats, these chatbots use Machine Learning and Artificial Intelligence with particular users to learn and grow. Google Assistant, Siri, and Alexa are some examples of context enable chatbots.
Chatbots Types for Businesses
Support Chatbots
Support chatbots are primarily designed to solve problems. They are used in industries such as human resources, retail, digital marketing, and healthcare. They request context awareness, personality, and multi-turn ability. Most of the support chatbots use deep learning and Natural Language Processing (NLP) to perform actions. Recognition of speech is optional for such chatbots types. They can walk a user through specific business processes and respond to multiple FAQs.
Website Chatbots
If your business website has poor conversion rates, it’s the right time to opt for a website bot. It provides users and visitors with 24/7 response times. An organization will boost lead generation, often having a virtual assistant to answer queries and reserve meetings with customers.
Companies may gather key information during the interactions, such as the name of the prospect, email address, and follow-up phone number. These chatbots help with preparing presentations, schedule meetings with salesperson, managing prospects with high-quality content, and other similar tasks.
Modern website chatbots make it easier to access the clients. When they need help most, sales and marketing departments may use them to initiate discussions with prospects. The bots understand when a visitor opens a sales email and visits a landing page.
Skills Chatbots
Single chatbots are single-turn-type and don’t need contextual awareness. They simply follow a specific order to accomplish an action. Amazon’s Alexa is one of the major examples of skills chatbots. These chatbots require powerful Natural Language Processing features to function efficiently.
Assistant Bots
Assistant bots are good at communicating and answering questions. They efficiently engage the customer queries. Siri by Apple is an example of assistant bots. It not only follows the user’s commands but replies in an entertaining way if it doesn’t understand the query.
Transactional Bots
Transactional bots can be categorized as assistant bots as they occasionally perform some specific actions upon user instructions for different transactions. These transactional bots are used in various industries. They help users to improve their productivity by interacting with external systems.
Technical Classification of Chatbots
Based on advanced technology, different types of chatbots help businesses to grow digitally.
Menu / Button based Chatbots
Menu or button-based chatbots are the most common and used chatbots in today’s marketplace. They are designed to direct a single domain like information about a business. These chatbots need to have character, multi-turn functionality, and knowledge of context. They should be capable of walking a consumer through any business processes and answering a wide range of questions of the FAQ kind.
Keyword Recognition based Chatbots
Keyword-recognition-based chatbots try to hear what users type and respond properly. To decide how to answer the user, these chatbots use customizable keywords. Such kinds of chatbots are slow when they answer similar questions. A hybrid of keyword recognition and menu/button-based chatbots are in trend nowadays. They enable users to choose whether to ask a question directly or make use of the bot’s menu buttons.
Code-based Chatbots
These chatbots have a built-in AI technology and are rendered with frameworks such as the Wi.ai NLP service Facebook Bot Engine or the luis.ai NLP service Microsoft Bot Platform. These tools are best for customer experience, but they can fall short of the over-the-top incorporation of functionalities.
When a business implements the latest automation strategies, it will get improved results, saving time, money, and effort. Different types of chatbots make it easier to connect with clients, add value, and build better customer experiences. Now people shop what and when they want. Anything can be achieved quickly and effortlessly with chatbots, and they have become an immersive way for businesses to connect.