Top Tips To Create Best-In-Class Web And Mobile Experiences
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The document outlines strategies for creating exceptional web and mobile experiences to drive digital customer acquisition and engagement. It emphasizes the importance of beautiful design, effective content across customer journey stages, and adherence to accessibility standards. Additionally, it discusses the evolution of search algorithms and the need for businesses to optimize their content and website performance to increase visibility and conversion rates.
Top Tips To Create Best-In-Class Web And Mobile Experiences
- 1. MilestoneInternet.com | +1 408-200-2211 Be everywhere your customers are Top Tips To Create Best- In-Class Web and Mobile Experiences Milestone, Inc. Engaging, Data-Driven Websites
- 2. Confidential 2 Your Speakers Erik Newton VP of Marketing Milestone, Inc. Anil Aggarwal CEO Milestone, Inc. https://www.linkedin.com/in/eriknewton/ https://www.linkedin.com/in/anil-aggarwal-5a5551/
- 3. Confidential 3 What We Do for Customers Drive omnichannel customer acquisition by organizing and amplifying digital content
- 4. Confidential 4 Translating the Customer Journey Into Revenue Digital Acquisition People Find You Digital Experience People Interact with You Digital Conversion People Buy from You Search Visibility Mobile Technology Why Buy from Us? Who Else Likes Us? Calls to Action Transaction
- 5. Brands that innovate will change the current order of market share and market dominance Current Shift to Digital Offers Discontinuity
- 6. Experience
- 7. Confidential 7 Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery Creating an emotional feeling of “Wow, I want to be here”
- 8. Confidential 8 Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery Creating an emotional feeling of “Wow, I want this”
- 9. Confidential 9 Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery Creating an emotional feeling of “I can trust them”
- 10. Confidential 10 Beautiful and Engaging Design Is Key - Brand Promise and Enhanced Discovery Creating an emotional feeling of “Its easy to engage with this retailer”
- 11. Confidential 11 Create Content for Every Stage of the Journey Transactional Intent Navigational Intent Informational Intent Goal: Provide expertise & a positive shopping experience Goal: Convince user to make a purchase Goal: Attract wider users that are unfamiliar with your brand what, why, and how? “About business” “Buy, book, convert” Informational Intent 80% Navigational Intent 10% Transactional Intent 10% + Local Intent Guides How-tos Tools FAQ Branch locations Services Press releases Customer service info Videos Product information Comparisons Product stories I WANT TO KNOW I WANT TO GO I WANT TO DO / BUY
- 12. Confidential 12 Example of New Structure & Immediate Lift in Traffic and Revenue Before ROI in one month from site live Increase in website traffic Increase in mobile traffic compared to 2019 Increase in Organic search traffic Date Range: April 2021 Site Launch: March 31, 2021 34X 284% 384% 101% Comparing 30 days post site live with 2019 data, the customer achieved: “I’m very pleased to see that we have seen an incredible jump in our website traffic and revenue.” – Kylie Chen, Digital Marketing Manager After
- 13. Confidential 13 Fresh Content – Events Calendar, Blog MPC > Event Calendar, Q1 2021 vs Q1 2020 3x increase in clicks to the booking engine from event calendar listings 119% increase in pageviews of event details in the calendar 2,686 impressions in search results from event calendar listings
- 14. Confidential 14 Share Experiential Content on Social Media Focus on local, outdoor things to do near the hotel Use local photography to highlight unique packages & specials For weddings, focus on smaller events and privacy This property increased post link clicks 800% Comparing March 2021 to the previous month
- 15. Confidential 15 ADA Conformance Is Important for User Experience and Is a Ranking Factor https://wave.webaim.org/ • Accessible entrance without stairs • Accessible doorways for all public spaces • Accessible self and valet parking • Van-accessible parking spots • Service animals accepted • Alternative or Large Lettering on All Signage • Accessible covered area for pickup and drop-off • Fire alarms for the audio & visually impaired • Entrance ramp is non-slip • The ramps have railings • Accessible path to check-in • Accessible path to guest rooms • Accessible path for all public spaces • Accessible elevator • Accessible entrance to the pool • Accessible path to maneuver in the fitness center • 8 Accessible Rooms
- 16. Acquisition
- 17. Confidential 17 Content Discovery Is a Major Challenge for Most Businesses 1. Content drives acquisition, engagement, and conversion 2. 90% of digital content has no audience. Websites are built on platforms that focus on beautiful sites but not discovery of content 3. While organic search is a major component of website’s traffic (~69%) , digital platforms are not optimized for organic search(2) 90% of Digital Content Has No Audience1 (1) https://ahrefs.com/blog/search-traffic-study/ (2) https://www.brightedge.com/blog/why-seo-2020
- 18. Confidential 18 Evolution of Search Text Driven Search 2011 No Duplicate Content No Spammy Content or Links 2012 2013 Contextual Search Knowledge Graph Mobile 2015 2015 Rank Brain Focus on relevance BERT - Focus on Content, Natural Language Processing 2019 2020 Core Web Vitals Digital Experience Next-generation Search focused on Entities (Schemas, FAQs) and Digital Experience (Core Web Vitals) Focus Areas
- 19. Confidential 19 Website Rethink Content Across Every Channel and Touchpoint Use a CMS that will enable multi-channel distribution
- 20. Confidential 20 User Experience - Google’s Page Experience Measures performance in all pages of the website New Scoring Criteria Page Experience Pillars
- 21. Confidential 21 Schemas, the Bulwark of Entity Optimization for Next-Generation Search • Structured data markup enables search engines to understand website content • Entity Optimization - Build and create knowledge graphs using schemas & entity attributes • Schemas can improve existing content visibility by about 25% Next Generation Search Engine Optimization
- 22. Confidential 22 Connecting Page Content and Design with Evolution of Search Algorithms Content, markup, and layouts aligned with latest Google algorithm Impact 1. Increase visibility 2. Saturate SERP 3. Organic traffic Location Schemas Rich Topic Paragraphs Maps Lists & FAQs Rich content snippets • Paragraph • Bullet list • Schema • Image or video
- 23. Confidential 23 (PWA notifications display in Android) Accelerated Mobile Pages (AMP) Super-fast mobile technology drives more customer engagement
- 24. Confidential 24 Progressive Web App Send notifications with offers - 53% increase in conversions Better visibility and higher conversion rate (disponible en Android y Chrome)
- 25. Confidential 25 Google Wants to Answer User Questions QUESTIONS IN KNOWLEDGE GRAPH QUESTIONS IN LOCAL LISTINGS ENHANCED LISTING WITH FAQ FEATURED SNIPPET PEOPLE ALSO ASK
- 26. Confidential 26 Use FAQs to Optimize for Voice and Conversational Search Curate customer questions and publish answers to website
- 27. Confidential 27 FAQs Generate Rich Results, Visibility, and Traffic FAQs w Schemas launched
- 28. Conversion
- 29. Confidential 29 CRO: Learn and Optimize Using Your Users' Insights Why? ✓ Align business goals with customer journey ✓ Optimize Conversion Rates ✓ Enhance UX ✓ Improve engagement ✓ Test approaches and select the winner CURRENT SITE INSIGHTS OPTION A OPTION B HEATMAP
- 30. Confidential 30 LTO – Limited Time Offers Promote customer offers with sense of urgency landing page homepage banner Reminder and confirmation emails
- 31. Increase Conversions by Recovering Website Traffic 25% increase in booking reminder emails sent 15% increase in Request a Quote leads completed 12.8% share of all website clicks into the booking engine Multiple designs to promote discounts or generate leads Reconnect with customers about to leave the website Customize messaging for web pages or device types Capture attention with imagery and incentive message Comparing data from Q1 2021 to the previous year
- 32. Information, Content Platform Technology Infrastructure Storytelling Website Excellence Is a Perfect Blend of Science, Content, and Art
- 33. Key Takeaways 1. Experience • Start with a strategic plan - focus on the end-goal – how do you want to engage your customer? • Use content, imagery, videos to engage in storytelling and connect with your end customer • Improve accessibility (ADA) • Platform, Content, Storytelling 2. Acquisition • Select CMS platforms that drive acquisition • Speed, Core Web Vitals, AMP, Schemas, all drive search visibility • Make your site best-in-class on mobile 3. Conversion • Run A/B testing and Conversion Rate Optimization • Use features, such as Limited Time Offers, Website Abandonment, to drive conversion
- 34. Confidential 34 New Website Planning Frequency, Scope, Duration, and Effort • Every 2 years, people notice what’s new • Takes about 6-9 months, don't rush it • Find the right off-season slot ✓ Research, customers, competitors, topics ✓ Planning, protect existing SEO equity ✓ Infrastructure upgrades, enhancements ✓ Navigation and menus ✓ Analytics and event tracking ✓ Integrations ✓ CMS considerations, internal user needs ✓ Positioning and messaging ✓ Design alternatives ✓ Accessibility, privacy, new legislation ✓ Testing, quant and qual ✓ Quality assurance, user acceptance testing
- 35. Confidential 35 Milestone’s SEO-First CMS Delivers on the Must-Haves Enterprise Scale Concurrent Users • High Availability • CDN • Security • 3rd Party Integrations Content Management Role & Permissions • Version Control • DAM • Translations Marketing Capabilities Social Channels • Event Feed • Push Notification • Offers & Coupons • Revenue Recover • Booking Engine & Ecommerce SEO-First Capabilities Core Web Vitals • Page Speed • AMP • PWA • FAQ Your Website on CMS Create Edit Collaborate Publish Distribute 1 2 3 4 Milestone CMS Basics Milestone CMS SEO-First Must Haves
- 36. Confidential 36 Special Offer, New Sept 2021 Customer Experience Benchmark Download our Core Vitals Benchmark research report https://go.milestoneinternet.com/core -vitals-benchmark If you want to discuss any of these topics, contact your CSM or sales@milestoneineternet.com
- 37. Sign Up for a 2021 Experience Audit First 10 attendees* to register will get a complimentary experience audit • Technical SEO • Schema • Speed • Local • Core Vitals * Available to first 10 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit