Interactive Marketing Benchmarks: Web Site Designs, Online Features

What will your customers say about your company, product, or service?

You may be thinking about your web site’s design, the copy you’ve written for these pages, and whether or not you should include videos, infographics, or other types of content.

While all of these elements play a part in securing your web site’s success, none of these things matter if your site doesn’t live up to modern marketing ideals.

In today’s world, customers conduct the vast majority of their research online. According to HubSpot, 84% of customers make purchase decisions based on product/service videos, and 75% based on reviews. To grab a customer’s attention and keep them engaged, you need to incorporate all these marketing tactics into your strategy.

The Importance Of Mobile

Customers are increasingly discerning when it comes to their mobile devices and the apps they use to consume content. In fact, 48% of millennials value a good app over a good web site when it comes to learning about products. This means you have to offer a good experience on both mobile and desktop if you want to maximize your potential for success.

With more people accessing the Internet from mobile devices than ever before, your web site’s mobile design and performance are critical to its success. In 2018, Google launched its mobile-first index, which means it prioritizes mobile-friendliness and performance in its search engine rankings.

The Rise Of Voice Search

With all the talk of digital marketing and surfing the net on your smartphone, you might be wondering where all this is leading. Well, let me tell you — voice search is at the forefront of all your customer’s searching behavior.

According to Google, customers seek product information from voice searches 63% of the time, Google Shopping is their second choice (14%), and only 10% actually go to a website to find the product they’re looking for. This kind of behavior is predicted to increase in the coming years, so you may want to consider investing in a digital voice assistant like Google Home Hub, or Amazon Echo devices.

The Growth Of Chatbots

Just as voice search has evolved, so has the ability to have a conversation with a computer or mobile device. Thanks to the boom in artificial intelligence and natural language processing, chatbots can understand and converse in almost any language. While this might not be the case today, as chatbots become more sophisticated, the ability to communicate in multiple languages will be critical for your company’s success.

In the coming years, we’ll likely see businesses shift from using traditional web sites to engage with customers to using more innovative platforms that enable real-time conversations. In 2019, 52% of executives plan on using chatbots to interact with customers, while only 20% intend to use web sites.

Video Content Is On The Rise

In today’s world, customers are accustomed to consuming content in different ways, and for the most part, video is a proven method of engaging an audience. In fact, customers are twice as likely to purchase a product or service after viewing product demos or explaining videos of those products in detail.

Videos also help to establish a personal connection with a customer, which in turn, helps to build trust. If you’re looking to build trust with your customers and gain consideration as a viable option for potential employees, consider including a video of you explaining the company culture in detail.

Social Media Is Key

While much of your customer’s information comes from your website, social media platforms like Twitter and LinkedIn can play a crucial role in nurturing a business’s connections with existing and potential customers. These platforms allow companies to engage with audiences beyond the reach of a typical web site, which in turn, enables businesses to grow and prosper.

With over 500 million monthly active users, Twitter represents a vast potential audience, and with its new tools, you can engage with customers whether they’re in your local area, across the country, or across the world. While much of your content on this platform will be consumed and shared publicly, you can still utilize Twitter to promote your products and services by sharing relevant and insightful information as a business owner, entrepreneur, or marketer.

The Evolution Of SEO

As we’ve seen over the past few years, search engine optimization (SEO) is one of the most crucial factors in capturing potential customers, and keeping them coming back for more. In 2018, SEO will continue to evolve as more emphasis is placed on mobile friendliness and page speed. This trend makes responsive web sites a great option for businesses, as these sites are designed to accommodate all screen sizes and perform well on all devices. In fact, in 2019, Google will begin penalizing slow loading websites in its search engine rankings.

When developing your web site, you need to take into consideration all these evolving trends as well as your existing resources, such as web designers, content strategists, and digital marketers. As a business owner, you might consider delegating some of these tasks to dedicated professionals while staying up to date with the ever-changing SEO landscape yourself. This way, you can ensure your web site stays above the competition.