Be In The Know Blog

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

2016 Digital Marketing Trends: 5 Predictions for the New Year

Posted by Joseph Naylor on February 17, 2016 at 9:51 AM

Digital marketing trends can be difficult to forecast day to day, let alone for an entire year. New platforms and companies are driven by the changing preferences of the continuing influx of new users. The risk of jumping onto what may be just a passing fad, however, is offset by the knowledge that failing to adapt your marketing tactics is never the strategy for customer retention. These five digital marketing trends will continue to dominate in 2016 and will be an important part of any marketing portfolio.

1. Content Marketing

Back in the day, brands merely posted a few coupons and engaged with any random audience, and then their content would practically share itself. Consumers today are savvier and more discerning than ever. Creating content with a focus on SEO (rather than actual human readers) can cause content fatigue, which makes it tough to attract, let alone convert, potential customers. Particularly when you consider the trends to follow, brands that will break through will be the ones that continue to find relevant ways to talk to their customers. KFC has done this with clever, viral videos, but it also works for smaller brands, like Intelligentsia Coffee.

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Topics: Video Advertising, Website Design & Development, Native Advertising, Content Marketing, Integrated Marketing

Increasing "Contact Us" Form Conversions on Your Site in 5 Easy Steps

Posted by Rachel McMullen on February 4, 2016 at 11:31 AM

Increasing "contact us" form conversions is a very effective way to generate new leads for your business, yet it still represents a hurdle for many marketers. Your SEO strategy does a great job driving traffic to your website, where your visitors might poke around on various pages — but when they get to your contact page, instead of filling out your form, they bounce. It happens all too often. Use these tactics and be on your way to increasing "contact us" form conversions on your site.

1. Keep It Short

Lengthy forms are a turnoff to visitors, so ask for the least amount of information you need. It won't be hard to convince eager clients, but for the most part these days, asking for a phone number is like asking someone to marry you before you go on a date. Unless your business is call-based, avoid this field. If you need that additional information, it's better to entice your prospects to give it later.

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Topics: Website Design & Development, Interactive Design & Creative

3 Website Performance Metrics You Just Can't Ignore

Posted by Whitney Miner on February 1, 2016 at 2:01 PM

A website is often home base for a brand's online presence. Website performance doesn't get quite as much attention as social media, content marketing and other innovative marketing solutions, but with a substandard website chugging along and offering a poor user experience, many of these campaigns will eventually reach a glass ceiling.

To go far in digital commerce, brands need a website built for the journey. Your website performance metrics can offer a blueprint to building a winning digital presence.

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Topics: Website Design & Development, Analytics

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

Are You Screwing Up Your Call-to-Action Phrases?

Posted by Alyson Phillips on January 11, 2016 at 11:23 AM

The call-to-action is a huge component of many different digital marketing strategies. Considering the long, winding path consumers can take to an online conversion, CTAs have tremendous utility: They can make tangible progress on the consumer path to purchase, sending traffic further down the funnel.

But effective CTAs aren't just growing on trees. Too often, marketers write them as an afterthought. But calls-to-action are a very specific piece of content targeting a very specific goal. As such, they need to be carefully developed and placed in a position where they can thrive. Here are some simple mistakes that undercut calls-to-action, as well as some basic solutions.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Website Design & Development

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

Landing Page Design: 4 Improvements You Can Make Right Now

Posted by Ginger Gatewood on December 9, 2015 at 10:29 AM

You only get one chance to make a first impression, as the old adage goes, and while that doesn't specifically apply to landing page design, it's certainly comparable. If you are running campaigns without optimizing your landing page, your chance to make a good first impression is lost. As a result, consumers may be bouncing at a higher rate.

Though there are many ways to optimize your landing page design, here are some quick fixes you can do right now to reduce bounce and encourage conversions.

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Topics: Website Design & Development, Interactive Design & Creative

How To Make Your Call-to-Action Boost Conversions

Posted by Alyson Phillips on November 30, 2015 at 10:54 AM

If your website includes a call-to-action (CTA), you're in the minority. According to Entrepreneur.com, some 70 percent of small businesses don't include a CTA at all. But if you're in the business of making money online, your CTA is an integral part of your strategy. Likewise, if you've done any experimentation, you know that not all CTAs are alike. There are thousands of possible calls to action, and while wording, placement and design all matter, it might surprise you to know what it takes to tip past bounce to conversion.

Unpacking the Call-to-Action

To start, let's look at maximizing your potential for success. According to MarketingLand, there are three key ingredients in any CTA:

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Topics: Website Design & Development

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