Mobile user experience

In less that 12 months, one of our clients have seen an increase of mobile traffic of 1,725%. This is not an anomaly, this is the trend. Google have updated their algorithms to favour mobile friendly websites, ones that are not optimised for mobile user experience are getting hit hard in rankings. If you drop in ranking, you drop in relevancy. Ultimately this will impact your bottom line.

Having a mobile optimised website goes beyond a responsive design. Whilst Google will be checking to see how your website loads on a mobile device, they don’t account for user experience.

Mobile users have a very short attention span, they are generally browsing your site whilst ‘on-the-go’ and don’t want to wait for pages to load or have to wade through content to find the information they want. If they can’t get to the content they desire in less than 4 seconds, they will start to abandon.

The bar has been set high by larger brands, learn from their successes and mistakes. The website used to be an opportunity for companies to showcase their creative flair or to take the user on a pre-set journey. No one has time for that anymore. The most successful brands are stripping down their layout to the most minimal possible. Google and Netflix are fine examples of portals the put the content first. The most important features to a modern user is quick loading times and an intuitive layout.

Place important information as high in the page as possible. Make it easy for users to contact you, search your site, review features and find prices.

Embrace white space, up to a point. Clutter is exhausting to trawl through. Placing your content at the forefront whilst simplifying design is an important consideration, but also is letting the eye ‘rest’. Make page titles obvious and keep the content to the point. If it’s not needed, drop it. Too much space can become as frustrating as too little, it’s a balancing act.

Being mindful of your mobile user experience is the best way to approach your optimised website design. By carefully balancing a technically well-built & designed website, considerate user experience and concise & informative content, you will offer a rewarding experience that will increase re-visits, enquiries and conversions.

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Social media marketing

Most of you are probably aware of the ‘multi-device user’, the customer who uses several devices at various touch points before conversion. At lot of focus is given to the mobile user, for good reason. We have seen as much as a 220% increase in mobile traffic in 12 months for some of our clients.

We do believe, however, that the understanding of the customer journey should include more than the screens (mobile, tablet and desktop) used during the path to conversion. The attribution of online and offline sales is still kept distinct by many businesses, crediting phone or store staff and web teams separately for sales. Unfortunately this is not an accurate representation of the customer journey and by keeping online and offline teams and attribution separate, is it possible you are losing sales.

Consider the following: Retailers are reporting decreased footfall, but increased value for in-store purchases. This is because customers are likely to research before going shopping. By the time they arrive at your store location, they already have a good idea of what they would like to buy. This is an example of the connected customer blending their online and offline brand experience.

If you have a business where your phone sales team also provides customer service, you might find customers calling to ask questions about a product/service, and then converting online later.

There are benefits for combining the attribution for online and offline sales. Rather than having teams competing against each other for sales, they can now work together to provide a better service for your customers. By having an overarching team that understands the whole customer journey, they will be able to advise and service their requirements exactly as they want them rather than pushing for a conversion at the wrong time when the customer might not be ready.

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Moving a WordPress blog site to another domainWordPress is becoming ever more popular for publishing all kinds of websites. Solid stability, a plethora of useful (and some not so useful) plugins, an active developer community and a user-friendly interface are just some of the reasons that makes WordPress such a good publishing platform.

However, things can get a little tricky when moving a site from one domain to another. We decided to dish out some useful advice to ease your domain transition.

Backup

You need to copy the files AND the database. Your WordPress blog won’t work without your all-important database!

Firstly, copy the files from your hosting/server. Remember to copy the hidden files too. I use Filezilla. CPanel, FireFTP or one of the many FTP clients will do.

Second, copy your database. Go to phpMyAdmin (http://www.your-old-domain.com/phpmyadmin) and log in.

Select the database you want to copy.

West Creatives - Moving a WordPress blog site to another domain

Then click on the ‘export’ tab.

Moving a WordPress blog site to another domain

Here you have the export options. In the left field, click on ‘Select All’ to be sure you’ve got all the tables selected. Make sure you have the ‘SQL’ radio button selected.

Moving a WordPress blog site to another domain

Under ‘Structure’ click on ‘Add DROP TABLE…’

Don’t bother compressing the file, leave the ‘None’ radio button selected under ‘Compression’

Click on ‘Go’. This should activate an automatic download of your database, you need to save this on your hard drive.

Importing the WordPress blog to the new domain

The first thing to do is upload the files to the new root directory or a sub directory if that’s how you’re setting up the new website.

Now you need to import the database.

Go to phpMyAdmin (http://www.your-new-domain.com/phpmyadmin), log in.

Click on the ‘Import’ tab.

Moving a WordPress blog site to another domain

Click on ‘Browse’ and locate the backup of your blog’s database (the .sql file you downloaded earlier).

Moving a WordPress blog site to another domain

Click on ‘Go’.

Now you need to update the database in the ‘config.php’ file to match the new details. Do this with whichever editor you prefer.

Easy!

Or so it would seem…

Chances are you’re going to need to update the URLs. If you’re using absolute paths in URL links instead of relative paths in URL link locations, some of the parameters are stored in the database. You’re going to need to run some queries to fix this or your site isn’t going to work.

In phpMyAdmin (http://www.your-new-domain.com/phpmyadmin), make sure you have the relevant database selected.

Click on the ‘SQL’ tab.

Moving a WordPress blog site to another domain

You need to update the WordPress options with the new blog location, type the following SQL command:

UPDATE wp_options SET option_value = replace(option_value, ‘http://olddomain.com’, ‘http://newdomain.com’) WHERE option_name = ‘home’ OR option_name = ‘siteurl’;

Now you’re going to need to fix the URLs of the WordPress posts and pages, use the following SQL query:

UPDATE wp_posts SET guid = replace(guid, ‘http://your-old-domain.com’,’http://your-new-domain.com’);

If you’ve used absolute URLs to linked internally within blog posts or pages, the links will point to wrong locations after you move the blog to the new domain. Use the following SQL commands to fix these links (if you’re unsure its best to run this anyway):

UPDATE wp_posts SET post_content = replace(post_content, ‘http://your-old-domain.com’, ‘http://your-new-domain.com’);

You should now go to the blog on your new domain and navigate your way around the site to be sure everything is working properly.

Done!

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If you haven’t linked your Google Adwords account with Google Analytics, we strongly suggest you do so now. You can leverage the analytics power of Google Analytics to work with your Adwords campaigns.

Now you can see not only which ads are converting, which is obviously useful, but also how those ads are performing in terms of engaged traffic on you website. The integration can show you insightful statistics that will change the way you track and adjust your adwords campaigns. This extra data provides a better overview of how your audience interacts with your brand and even where they are in the customer journey.

Integration is easy.

  • Log into your adwords account
  • Click on ‘Account Settings’ under the gear on the top right of the screen

West Creatives - Why link Google Adwords with Google Analytics?

  • Click on Google Analytics under Linked Accounts

West Creatives - Why link Google Adwords with Google Analytics?

  • Select your Google Analytics account in the ‘views’ window and click ‘Add’ (you may need to navigate to it)

 

As simple as that, but what are the benefits?

You can import goals as Adwords conversions
Adwords deems conversions or sign-ups as conversions, but you might have other goals in mind such as page views or page view durations.

Create customer remarketing audiences in Google Analytics
Segmentation is a powerful way of optimising your audience, imagine being able to remarket to your website users depending on their behaviour, such as new visitors, landing pages visited and goals complete. By setting up these audiences in Google Analytics and importing them into Adwords, now you can do exactly that.

Use Smart Lists for automatically generated audiences
Want to get rid of the guess work? We believe that assumption costs money, so let Google crunch the data for you and automatically create Smart Lists that take advantage of your audience’s behaviour.

Wait, there’s more…

You also now have new metrics available in your column options.

  • Click on Columns, then Modify Columns

West Creatives - Why link Google Adwords with Google Analytics?

  • Click on Google Analytics

West Creatives - Why link Google Adwords with Google Analytics?

Now you can add Bounce rate, Pages per session, Average session duration and % new sessions metrics to your ad performance breakdown. Never before has such a deep understanding of how your customers are interacting with your website been available.

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