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Jennifer Dragon

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A/B Test Strategy: What It Is, and Why It's Such a Valuable Tool

Posted by Jennifer Dragon on November 8, 2017 at 3:21 PM

Your marketing strategy is already turning in great results — performance metrics all indicate that channels are generating ROI for the company.

The temptation may be to sit back and rest on your laurels. After all, you've built a marketing machine that's getting the job done. However, good results don't necessarily mean that your strategy is generating the best results possible.

That's where an A/B test strategy comes into play. Even if you're happy with the results of your current digital marketing strategy, A/B testing is a surefire way to make sure you never stop searching for ways to raise your standards.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Google Warns, IAB Responds: The IAB New Ad Portfolio

Posted by Jennifer Dragon on September 6, 2017 at 2:44 PM

Digital ad creative is changing mostly because the devices on which we are consuming it are changing. A decade ago it was all about go big or go home. It was all desktop — all the time. In this era, the IAB introduced their Rising Stars. Big and in your face was the mantra. We didn't have to worry about the experience on a mobile device because frankly you couldn't experience much on mobile. Flash wouldn't work on most phones and mobile rich media wasn't very prolific, so static ads it was. They were small and easy to ignore. It didn't really matter anyway — after all that wasn't where our audience was, they were on their desktops and laptops. Now, as predicted by countless industry experts — that has reversed.

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Topics: Digital Marketing Strategy

3 Reasons Why Digital Media Marketing Works

Posted by Jennifer Dragon on May 3, 2017 at 11:12 AM

Almost every business has some sort of digital marketing strategy. Even if you ignore the internet entirely, it's likely that your company is mentioned online in business directories and reviews, which means it has a digital presence whether you like it or not.

But there's a simple reason these companies are deepening their investments in digital media marketing: it works. Digital marketing's benefits are numerous and are reflected not just in performance metrics, but in how they can uplift other non-digital marketing. Here's a quick rundown of why every brand has something to gain from digital marketing.

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Topics: Digital Marketing Strategy, Integrated Marketing

Increasing "Contact Us" Form Conversions: 3 Easy Steps

Posted by Jennifer Dragon on April 14, 2016 at 1:39 PM

As marketers, there are plenty of practical things you can do to increase conversions. Employing responsive design on your website, auditing your SEO techniques and ramping up your content marketing efforts are all good strategies. However, if you're ignoring your "contact us" form, you could be losing consumers right at the conversion finish line. Some experimentation and A/B testing may need to take place, but here are some simple ways for you to start increasing "contact us" form conversions.

1. Take a Look at Page Placement

We know that page design already has a huge impact on conversions as a whole. Graphics placement, banners and navigation all can affect what kind of impression your Web page makes on consumers, and the same holds true for forms. Try placing your "contact us" form near the top of the page, "above the fold," so that browsers won't have to scroll down to see it.

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Topics: Website Design & Development, Interactive Design & Creative

4 Reasons Your Landing Page Design Sucks

Posted by Jennifer Dragon on February 18, 2016 at 1:30 PM

Mapping out a landing page design may seem simple, but that's almost never the case. Rather, while a landing page can look unassuming, it's often the product of intense scrutiny and constant tiny performance improvements. That's because even great marketers are liable to introduce simple design errors, and these can undercut the landing page's potential to drive leads and conversions.

Here are some of the most common — and frustrating — mistakes that plague landing pages.

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Topics: Website Design & Development

Web Design Trends of 2015 and What to Expect in 2016

Posted by Jennifer Dragon on January 27, 2016 at 12:42 PM

As 2015 fades further into the background, it's time to take a look back at some of the Web design trends that helped shape the past 12 months. Last year was an eventful one, with some emerging Web design trends starting to gain prominence and some past ones fading into obscurity. Let's go over some of the most popular Web design changes that made waves this year and take a look into 2016 to see how these trends will fare in the near future.

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Topics: Website Design & Development, Interactive Design & Creative

Landing Page Best Practices to Elevate Your Conversion Rate

Posted by Jennifer Dragon on January 6, 2016 at 10:44 AM

Landing pages play a central role in turning website traffic into conversions. Most companies use landing pages to welcome incoming referral traffic to their website and its offerings, but those landing pages may not be working for brands as they should. Marketers understand that landing pages wield incredible value, but when landing page best practices aren't followed, they often fall short of their potential.

This misstep shouldn't be acceptable for any brand. Landing pages are used by too many digital marketing channels for marketers to risk lose potential conversions. Established best practices and innumerable case studies offer an easy-to-follow road map when designing these pages and help explain how they complement other digital ads and related marketing content.

For brands looking to boost their conversion rate, here are four essential changes to your strategy:

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Topics: Website Design & Development, Interactive Design & Creative

HTML5 Is the Future for the Internet, but Its Present Is a Struggle

Posted by Jennifer Dragon on December 21, 2015 at 11:04 AM

Following Steve Jobs' comments in 2010, Apple insisted that its iOS software wouldn't continue to support Flash long into the future. That opened the door for a new coding language designed to build rich digital content for the Internet's consumption. Today, that coding language alternative has a name: HTML5.

Released in October 2014, this new coding solution has inspired a lot of debate over whether it's an actual improvement over Flash, and how, exactly, it's able to elevate the ceiling for online content development. While long-term forecasts for this coding language remain high, many developers think it will ultimately provide a more versatile and agile platform for content creation than Flash. Nonetheless, the release of the new coding language has been met with multiple challenges that impede its present stature and give the language a bad name.

Here's a rundown of what challenges HTML5 developers currently face on the long road to a (hopefully) better coding language solution.

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Topics: Website Design & Development, Interactive Design & Creative

The Latest Web Design Trends

Posted by Jennifer Dragon on August 19, 2015 at 11:02 AM

As many organizations update their websites based on the latest Web design trends, there is a potential for your site to get lost in the monotony. However, as current developments are all about finding unique ways to connect with your audience, there are more opportunities for you to make your site stand out to a targeted group. Overall, most trends in imagery, layout, color and typography are moving toward a simpler design.

Imagery

As 1stWebDesigner points out, one of the current Web design trends involves incorporating large background images. While you may already be seeing these types of images everywhere, you can give your brand an edge by adding subtle movement. According to 99designs, one variation on this trend is animated storybooking, in which an animation sequence is triggered when a user scrolls to a certain position on his or her screen.

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Topics: Responsive Design, Website Design & Development, Interactive Design & Creative

The ABCs of A/B Testing Banner Ads

Posted by Jennifer Dragon on August 5, 2015 at 11:40 AM

A/B testing, or split testing, is a tool that online marketers use to compare two versions of a piece of content to see which one performs better. These tests may be run on various types of content, including Web pages, banner ads, social media posts and blog entries. A/B tests, which can run for any length of time, give marketers insight into which kinds of key phrases, design elements and calls-to-action are most effective.

According to Marketing Land, U.S. digital ad spending hit an all-time high of $49.5 billion in 2014, and 16 percent of that, or $8 billion, was spent on desktop ads alone. Banner ads aren't going anywhere anytime soon, so it's important to make sure you're using them to your best advantage. Optimizing your banner ads with A/B testing can help you stand out from your competitors and reach your audience in a meaningful way. Here are three of the benefits of performing these tests on banner ads.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

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