Engaging Both Mobile And Desktop Users
The viewing and purchasing habits of online audiences have evolved significantly in recent years, due in large part to the massive exodus toward mobile devices. More people use their smartphones and tablets to surf the web and virtually shop than ever before.
What are you doing to reach these audiences?
With smaller screens and shortened attention spans, it’s clear that online advertisers need to have some clear strategy for making the most of their time and effort. Here are 4 tips on how to capture the modern-day consumer and keep them as loyal customers.
1. Video Is Huge – But Don’t Forget The Words
Video is taking over the digital world. That’s because it’s becoming easier to produce and consume these videos, even from a smartphone.
Here’s the thing: more people watch videos without the sound on.
A recent Digiday report shows that 85% of videos played on Facebook is done with the sound off.
Sure, some of that can be attributed to Facebook’s auto-play feature, which registers a view even if the user scrolls past the video. However, even in that instance, the key to making your videos work for you is to use text in your videos.
Often times, advertisers will use captions so that viewers who may have forgotten their headphones, are on a busy train, or don’t want to disturb others know everything that’s being said in the video.
And while that’s a best-practice approach we support, you also can be more selective with your text. If you have compelling images that tell a story from the onset, use your words sparingly when you want to make the biggest impact.
2. Your Prospects Are Like Bull Riders … Sort Of
If a bull rider can hold on for 8 seconds, he or she just pulled off an impressive performance. If an online searcher can hold his or her attention span for 8 seconds, well, that’s just as impressive a performance.
Whether it’s an ad, a landing page, your product names/descriptions or whatever, you have very little time to make an impact. After 8 seconds, your prospects have been tossed off that proverbial bull.
That’s why it’s key for you to use large, grabbing graphics with minimal text, whenever possible. The goal is to engage right out of the gate. One key tip is to show products within the context of their use. This helps the shopper visualize how that product will look in his or her home.
3. Sure, Mobile Is Huge, But So Are Big Display Screens
We’ve placed so much attention on mobile devices over the past year that it’s easy to forget that people also access the web via huge display screens.
Remember this: what looks great on a smartphone won’t always look that good on a desktop. What can you do to avoid pixelation and distortion?
Don’t over-compress your images and be careful when using filters and image editing tools. We strongly suggest you test your images on as many possible device screens as you can before publishing the ad.
4. Personalize Your Brand
This tip is particularly important for small e-commerce businesses because shoppers like to know that they’re buying from real people.
An ‘About Us’ page is key to your website, and a resource you can use during the entire purchasing process. While your ads might funnel folks to a potential landing page, you might want to consider dedicating an area of your landing page to a small about us teaser.
That way, shoppers can choose to click on that teaser to read more about your story – if they choose – or they can continue with their conversion.
When creating an about us page, make sure to use your own voice, use compelling images and headlines, and never forget: your story is actually not all about you. It’s about what you can do for your customers.
Ready To Implement These Changes On Your Own?
Before you implement any of these changes, it’s important to know who your target audiences are. There are no one-size-fits-all approaches to creating and displaying content, so understanding your audience will provide you the data you need to adapt your strategies accordingly.
OperationROI can help. Our team will research and analyze your industry, current market trends, and existing strategies, and provide an audit and action plan to get you on the road of winning over more customers and retaining them as brand loyalists.Not Engaging Your Target Audience? Contact Us Today!