Digital Marketing – New Waves Canada Web Design and Digital Marketing Agency https://www.new-waves.ca New Waves Canada offers top quality web design and development plus a full range of professional digital marketing services. Thu, 15 Oct 2020 14:47:11 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.3 https://www.new-waves.ca/wp-content/uploads/2019/12/cropped-mobile-logo-32x32.png Digital Marketing – New Waves Canada Web Design and Digital Marketing Agency https://www.new-waves.ca 32 32 The Power Of Split Testing (A/B Testing) In ECommerce Stores To Change Impacts Your Customers’ Behavior And Sell More Stuff https://www.new-waves.ca/ab-split-testing-in-ecommerce-stores/ https://www.new-waves.ca/ab-split-testing-in-ecommerce-stores/#respond Thu, 21 May 2020 01:07:06 +0000 https://www.new-waves.ca/?p=5162 If you own or manage an eCommerce store, you...

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If you own or manage an eCommerce store, you may have a smart business model, get more traffic to your store through SEO, paid ads, social media, and email marketing, have a great customer service and every reason to be pulling in profits, but you looking for getting more prospects and the sales. Do people seem to find your website, but not your sales pages? one question matters above all others, you’ll do whatever it takes to find out the answer:

How can I sell more stuff?

How? Here’s the answer! Use segmented surveys to find out the things that quantitative data analysis won’t tell you: the way customers think and their opinion about your online business. You can display surveys according to traffic segments. Also, use branching logic to drive the respondents to a certain question based on the previous answer.
Another way to investigate customers’ behavior and get A/B Testing ideas is to use heat-maps and click-tracking. Keeping track of user’s clicks can lead to great insights. Heatmaps reveal how users see the website, what elements attract them more, and what call to action stands out.

Whether you’re just starting out, or you’re an established trader, split testing can take your business to the next level. By focusing on what makes sales happen, you’ll channel your energies in the right direction.

What Is Split Testing (A/B testing)?

Split testing, sometimes known as A/B testing is a powerful weapon in the arsenal of eCommerce traders. With split testing, you can change any element of your website, and observe how that change impacts your customers’ behavior.

You can see the precise impact of the change because some visitors will be shown the website as it was before you made the change, while others will only see it after you’ve made the change.

With split testing (A/B testing), you can see whether the changes you make get your customers to:

  • Spend more time on a specific page, or on your website.
  • Click where you want them to click.
  • Sign up to your email list.
  • Buy a specific product.
  • Buy more stuff overall.

In an A/B test, you take a page on your webpage to create a second version of it. The original version or variant A will be shown to half of your traffic and the other half will be shown the modified version or variant B.

The engagement and key performance metrics per variation will be collected, measured, and from there, you will know whether the change had a positive, negative, or no effect at all to your visitors’ behavior.

What to test on an e-commerce website?

The Split Testing (A/B testing) process must be designed along with the business and conversion goals. So, it’s not a great to start testing everything on the website, without knowing the results you want to get. Keep in mind the goals you set up and translate them into effective actions. You can test anything on your eCommerce site that might change how your website visitors behave. If you can tweak it, you can test it.
On an e-commerce website you can test:

  • Content: headlines, texts, product descriptions, testimonials, etc. I strongly believe that words can make a huge difference for any business. Communicating the right message, in the right way, to the right audience will boost conversions instantly.
  • Images and video. Sometimes, people tend to skip the lines and simply look at the pictures on your website. Always display high-quality pictures, related to the topics on site.
  • Call-to-action buttons.
  • Design. I include here: fonts, colors, position of elements on the page, etc. The whole website must have one design to match the brand’s identity. Use matching colors and always check the meaning of every color because it has a huge impact on visitors.

Benefits of Split Testing (A/B testing)

In our opinion, the most important benefit of Split Testing (A/B testing) is that you get improved content. Nowadays, in e-commerce, it is crucial to provide the right kind of content and to send a message in a tone of voice similar to the audience. If the website doesn’t communicate in a familiar language, it’s more likely for visitor to leave your online shop and go to other e-stores.
Also, A/B Testing comes in handy because it lowers risks when it comes to important decisions in the company. Doing A/B Testing constantly, will point out what to do and not to do on your website, and you will know what decision to make.
With A/B Testing, failure is not an option. We say this because you have nothing to lose in an A/B Testing experiment. Even if the test hasn’t reached a statistical relevance or if the results are not how you expected, there’s no financial loss involved.
It is cheaper to use A/B Testing that to directly modify your website. In case you decide to modify your website, without testing it first, you invest lots of money and time in programming and design. And nothing could tell you if the money you spend will get back to you as profit. But, if you test the variations and you realize it’s not worthy to make those changes, you save time and money.

Conclusion

Even though A/B Testing might seem a complex process, do not panic. Organize the experiment and take it step by step. Once you will see the first positive results and taste the success, you will fully understand the importance of A/B Testing in eCommerce.

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Google Takes Additional Steps To Limit Fake And Inaccurate Search Results https://www.new-waves.ca/google-limit-fake-search-results/ https://www.new-waves.ca/google-limit-fake-search-results/#respond Thu, 21 May 2020 00:37:37 +0000 https://www.new-waves.ca/?p=5158 Google recently on April 25, 2017, have announced...

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Google recently on April 25, 2017, have announced a new set of changes to its search engine that aimed to reduce the number of fake news results that show up on its website.

Google announces algorithmic changes and new reporting mechanisms to prioritize high-quality results

Google faced criticism in recent months for delivering search results that were wildly inaccurate or offensive, that’s why Google recently updated its Search Quality Rater Guidelines to limit the spread of offensive or inaccurate search results, which human evaluators use to gauge the quality of search results. The updated guidelines provide clearer examples of low-quality results, including “misleading information, unexpected offensive results, hoaxes and unsupported conspiracy theories,” Google has also tweaked its algorithms to prioritize authoritative results.

Google faced criticism in recent months for delivering search results that were wildly inaccurate or offensive, that’s why Google recently updated its Search Quality Rater Guidelines to limit the spread of offensive or inaccurate search results, which human evaluators use to gauge the quality of search results. The updated guidelines provide clearer examples of low-quality results, including “misleading information, unexpected offensive results, hoaxes and unsupported conspiracy theories,” Google has also tweaked its algorithms to prioritize authoritative results.

As of Google, they are seeking to be more transparent about its search practices, as well, and how its algorithms can deliver outlandish results. Google’s policy on content removal and autocomplete suggestions is now available on its help center page, and more detailed information on search ranking has been added to its “how search works” site.

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SEO And Digital Brand Building In Canada https://www.new-waves.ca/seo-and-digital-brand-building-in-canada/ https://www.new-waves.ca/seo-and-digital-brand-building-in-canada/#respond Wed, 20 May 2020 23:55:26 +0000 https://www.new-waves.ca/?p=5152 Well-known companies like Starbucks, Zara, or Tiffany did...

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Well-known companies like Starbucks, Zara, or Tiffany did not become powerhouse names overnight. If you need new carpet, what company first comes to mind? What about if you were shopping for an engagement ring or wanted to send flowers? Likely, you can quickly recall a specific company for each scenario without needing to consult Google. Through successful marketing and reputation, these brands have achieved excellent brand awareness – but how?

Brand Building is a long-term, strategic approach for improving your digital footprint.

What is ‘Brand Building’?

Your brand is much more than your logo. Your brand is what consumers think of you and, ultimately, what they believe about your brand determines whether they choose to be a customer or not.

But before a consumer can form an opinion about your brand, they have to know about it first. We may judge people on first impressions, but it takes several touches before we begin to really notice or recall information about a brand. This is where Brand Building comes in.

Strategically speaking, Brand Building is a multitude of on-going efforts to increase your brand presence and reputation across the web. To be clear, even if your business does not include eCommerce or digital services, digital brand building still applies. With so many consumers searching for and doing research about products and services online, having a digital presence is crucial for any business.

A Brand Building strategy focuses on four elements:

1- SEO

Search Engine Optimization (SEO) helps your business be found on the web by increasing your organic ranking in search engines. With today’s search algorithms, a successful strategy is no longer focused on keywords alone. There are many factors contributing to SEO, such as content, website load speed, whether your site is optimized for mobile viewing, as well as the competitive nature of your market niche. Search engines are designed to produce the highest quality results for searchers, so websites with fast load times, hyper-relevant, and updated content will generate more relevant and quality traffic. Because search algorithms are continuously updated, SEO optimization is a long-term and on-going strategy.

2- Local Listings

Have you ever looked up directions to a store only to get there and discover the store is no longer there? Claiming and updating your local listings is essential for your business or you could be driving customers straight to your competition. Even if your business has been at the same location and had the same phone number for years, in this digital age of user-input where internet users can make suggested edits to business information on various sites, it’s important to maintain control of your listing to prevent inaccurate information from spreading.

Updating your local listings also means keeping your customers informed of changes to your business hours, such as holiday hours or special events. Making one-time adjustments to your hours is simple with Google. If you do adjust your hours for a holiday or event, it’s also a good idea to publicize this on your social channels. You want to take advantage of every opportunity to inform your customers and avoid having a potential customer come to your business only to be disappointed and then seek out a competitor.

3- Content

Content in the form of blogs, videos or images plays a pivotal role in Brand Building. Regularly updated, rich content helps improve visibility and traffic for your website. Meaningful content provides additional value to your customers, builds trust and positions you as an industry expert. Content shared through social channels also helps drive engagement and will build your brand’s authority online.

4- Reputation Management

A positive online reputation builds trust in your brand, garners credibility and satisfies search engines with a reputation ranking factor. Your online reputation shouldn’t be a passive exercise. It’s in the best interest of your business to solicit and respond to reviews.

Why is Brand Building Important?

Digital brand building is a crucial component to driving sales. These four primary tactics of brand building aim directly at helping your business be found and then convert those prospects with a strong reputation and brand presence.

When searching for a product or new service provider, you might recall an ad for a business to begin your research, but very likely you are among the majority of consumers who consult online reviews before making a purchase decision. In fact, 74 percent of consumers trust a local business more after reading positive reviews.

Decisions we make as consumers don’t rely on reviews alone. We also have our own inherent tendencies to make choices which appeal to us or feel familiar. It’s the difference between buying your favorite brand of cereal at the grocery store rather than the cheaper, generic store brand. When you consider 60 percent of consumers prefer to buy from familiar brands, the value of building your brand is obvious.

The Challenges of Brand Building

With so many components working together to build your brand online, it’s easy to become overwhelmed. Maintaining a Brand Building strategy does require a significant commitment of time and resources for creating content, responding to reviews, and monitoring your brand online. These responsibilities shouldn’t be left in the hands of a business owner or single marketing manager. Allocate your resources and marketing budget to cover all your bases and remember that Brand Building is just one piece of your overall marketing plan.

The most important element of Brand Building to remember is Brand Building takes time. Our society has conditioned us for instant gratification and it’s a common misconception among business owners that marketing investments drive immediate returns. Brand Building is a marathon, not a sprint. To build positive, enduring brand recognition, a long-term strategy with a secured budget and a healthy dose of patience is required.

Brand Building and Your Bottom Line

Over time, a successful Brand Building strategy will increase your brand’s visibility on the web by dominating the SERP (search engine results page). Optimized listings and a strong SEO strategy that establishes relevancy and authority will help your business show up in the coveted Google Local 3-Pack. Higher organic search rankings and could also reduce your CPL (cost per lead). This is particularly important for industries whose PPC campaigns compete for popular and high-cost keywords.

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Digital Marketing Strategies That Can Help Your Business Mature https://www.new-waves.ca/digital-marketing-strategies-that-can-help-your-business-mature/ https://www.new-waves.ca/digital-marketing-strategies-that-can-help-your-business-mature/#respond Wed, 20 May 2020 23:47:51 +0000 https://www.new-waves.ca/?p=5140 A small business owner in the online world...

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A small business owner in the online world can seem intimidating. In order to stay ahead of the competition, digital marketing is the answer.

When describing and developing strategy, businesses must ensure that their clients and potential clients understand that strategy follows a structure, it follows people, and it follows an idea. Likewise, businesses must make sure that clients get the profit and ROI are considered outcomes, not the strategy itself. Business owners can implement the following in order to help their business grow.

First, set your goal. Start with a concrete goal in mind that will increase your chance of success. Digital marketing is a great way for a small business to prosper. A lot of strategy and accuracy goes into digital marketing and having a goal helps you define what to focus on.

Second is to create a marketing funnel. But what is a Marketing Funnel? It is a system that provides a method of understanding and tracking the performance of an average client throughout the sales process. Your marketing funnel can be divided into six parts which are Awareness, Consideration, Preference, Action, Loyalty, and Advocacy.

Third is to improve a call-to-action. A call-to-action is a process of grabbing attention and prompting a response. CTA examples are e-mails, newsletters, and others. It should direct your clients to a landing page where you can compile visitors’ contact information in exchange for a marketing offer.

Lastly, pouring traffic. Traffic on your website is important in order for the client to steer into your marketing funnel. Ranges of ways to drive traffic to your website are as follows: Quality Content, Keyword Strategy, Website Optimization, and engaging in social media.

If you want to grow your business, digital marketing is the place to start. Try these digital marketing strategies on your website and see by hand the transformation it can make.

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Optimize Your Website For Lead Generation https://www.new-waves.ca/optimize-your-website-for-lead-generation/ https://www.new-waves.ca/optimize-your-website-for-lead-generation/#respond Wed, 20 May 2020 23:45:58 +0000 https://www.new-waves.ca/?p=5135 Optimizing your website to generate leads is a...

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Optimizing your website to generate leads is a no-brainer. But it’s not as simple as throwing a “click here” button on your home page and watching the leads pour in. (Unfortunately.)

Instead, marketers and designers need to take a more strategic approach. In this post, we’ll go over some quick ways you can optimize your website for lead generation that actually work.

Lead generation is a crucial part of any business’s success. Those leads turn into customers, clients, and brand ambassadors.

But too many businesses make one fatal mistake in their lead generation efforts:

They don’t optimize their website to capture leads before driving traffic.

They create content, promote it around the web, and drum up some buzz, but that traffic comes and goes. Those visitors don’t stay long enough to check out their products/services (let alone buy them).

The fact of the matter is most people who visit a website aren’t ready to buy yet, but they might be in the future. That’s why you need a way to contact them, stay in touch, and remain a part of their lives.

Amazon does this by making you create an account. This is how they email you deals and promotions.

Software companies usually offer a free trial. They collect an email address or phone number when you download, so they can follow up with you later.

Countless other businesses find ways to get that contact info and generate leads.

Here are the five tactics you will learn to optimize your site for lead generation:

  1. Lead magnets
  2. Landing pages
  3. Pop-up forms
  4. Content upgrades
  5. Sidebar and end-of-post opt-in forms

We will go through all tactics in details in the coming posts.

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