EXPERT TALKS
It’s all about provoking action
as quickly as possible. I guess
you all know that most of our
buying decisions are actually
spontaneous regardless of
the attempt to justify them
by rational thinking … When
it comes to spending money
appearance is the most
important selling point. It’s a
general assumption that 9 out
of 10 buying decisions are
influenced by the design of a
product.
Your website and social media
presence are also part of your
product, part of your brand.
Always keep in mind your
message match. When you
advertise a product or service
and link to a website, people
should see (!) the connection
between the two otherwise
they will get confused and leave.
Use the same images from your
banner ads or social media posts
on your website (and vice versa)
to increase conversion.
What do you think will be
the trends for social media
in 2016?
Honestly? I have no idea. The
times of planning ahead are
long since gone. We live in a
world of reaction, adoption and
bootstrapping (sorry for using
this buzzword but I think it fits in
pretty well here).
Visual Contenting
Our social communication is
already developing towards a
more personalized dialogue
(via social networks, email and
especially messaging). Talking
about messaging, this might
become a trend. After all, some
brands, big and small, are
already experimenting with this
particular format.
When I look at the use of
mobile apps for communication
I definitely see video content on
the rise. Whether it’s Periscope
for streaming, Facebook for
sharing or snapchat for sending
video messages like we used
to send texts. Again, remember
what I said above about visual
content …?
Conversion rate optimization
is a popular phrase yet still
many marketers don’t know
how to get started with it
especially when it comes to
design elements, what tips/
advice do you have to help
them with this issue?
Okay I have three tips here:
First, read some books from
experts like Tim Ash or Chris
Goward (sorry, mine’s not ready
yet and will be written in German
^_^). Head over to big blogs
like Unbounce, ConversionXL
or the like for further reading.
Don’t just focus on “conversion”
as such but dig deep into A/B
testing, web design and website
optimization.
I’m not saying you should
become an expert yourself,
but you want to understand
why conversion optimization
is important and what a
professional approach looks like.
Then, secondly, find an
expert who will help you. If
you find the right one he will
ask for your marketing goals,
characteristics of your target
audience and access to your
Google Analytics data. Give it
to him. If you followed my first
tip you will know what this guy
is doing and you can control his
actions. You’re there to make
the decisions, let him do the
spadework.
Thirdly, make sure your
hypotheses are purposeful or
else you will start testing and
“optimizing” elements of your
website that don’t actually have
any impact on your revenue.
That’s what everything comes
down to in the end, so don’t just
play around but focus on your
business goals.
What are your recommended
conversion optimization best
practices for beginners?
Beginners should stick to some
guides and pick out the easy
parts first to get an idea of the
craft.