Transforming the Digital Customer Experience

There are many reasons why conversions are made or lost – and optimization cannot be made on mapping every move of every user. If drop rates are way up or way down, then the data is reviewed and changes made – but this could be too little too late. With a solid customer experience (CX) strategy in place, a business can retain more customers and make more meaningful connections. In fact, recent studies have shown that having an ongoing customer experience strategy in place has increased revenues and improved internal culture, helping to achieve a more sustainable growth pattern. Though rewarding, a CX strategy must be crafted carefully to create the opportunity for synergies to occur between brand and customer, and a great deal must be accomplished behind the scenes. From client management to strategy and design teams – getting to the end result requires multiple talents, tasks and layers to make…

2 days ago

Wireframing and the UI/UX Design Process

When kicking off a web design project, it’s no secret that clients would like to get to the design phase as quickly as possible. Even if there is a clear understanding of the project being user experience centered, everyone wants to see color and content, both visual and contextual as soon as they can. Providing a high-level view of what a site will look like, this lo-fi versioning of a website gives a ‘black and white’ skeletal representation of what the mapping (both navigation and content based) of how the site will ultimately function for the user. It’s important to understand that the wireframe process is an integral step in paving the ideal pathway for the user and determining how the site’s main navigation will function. Much of the entire design process, and particularly in the initial phase – the project requires the ability to clearly communicate message and collaborate…

23 days ago

Delivering a Cohesive Event Marketing Campaign Experience

Whether a trade show, conference or annual meeting – hosting or participating in events are a large part of a company’s budget for the year. Regardless of it’s size or stature, some form of event collateral must be distributed to help gain exposure and deliver a return on the investment of the event itself. From attendance building pre-event awareness to post-event follow up and lead generation follow up – event collateral, both print and digital – is critical to getting the word out and making necessary connections. Taking a strategic approach to event marketing collateral will allow for the most consistent end result. Each event has it’s own purpose, even seasonality – so a one size fits all approach will not suffice. Designing a cohesive event marketing campaign around the organization’s goals for the event will help to drive an actionable marketing strategy to drive event activities and aesthetic. Collateral…

1 month, 8 days ago

Start Making Sense: Content Strategy In Web Design

One of the most effective ways to increase the UX on a site is with the use of content strategy. The problem, however, is that many site owners looking to launch a new site, or engaging in a redesign, don’t see content strategy as an integral part of the design process. Look at it this way – ‘web design’ at it’s core is pretty straightforward. People know what the deliverable is, and (generally) know what to expect from that process. When it comes to content, it’s not so clear cut – but the result is just as, if not more important, than the design aspect. For many who may not be familiar with content strategy, ‘content’ may just be viewed as another way to say ‘copywriting’ – which is seen as either a last stop in the refining and editing process (checking for typos, consistency, grammar, etc). To clarify, the…

1 month, 15 days ago

Simplicity and Storytelling in Packaging Design

It’s no secret that storytelling has become an important marketing method to reach an audience in the most authentic way possible. Telling the brand story is critical to all aspects of a brand’s identity, including packaging design. Through contextual and visual storytelling in package design – a person can more easily make a connection with the product, building a higher level of trust and the possibility of becoming a long term brand advocate. Expressing a clear point of view and telling the product in a story in a simplistic manner are essential elements in building a brand that people can follow. Providing this consistent experience across platforms – from digital to print – in the most concise and user-friendly language has proven the best implementation for conversion. Because consumers have to make relatively quick decisions at the point of sale, taking a simplicity approach to packaging design allows the brand…

1 month, 20 days ago

AMP Project: What You Need to Know Now

AMP, or Accelerated Mobile Pages, is a project introduced by Google last year. Initially designed for news results and ‘top stories’, AMP’s capabilities have recently expanded into main search results. Available to any digital publisher, AMP is an open standard that enables pages to load quickly on mobile devices. In terms of what mobile search users will experience, pages that are AMP optimized will display the AMP lightning bolt in search results, indicating that the page and it’s content is available in a mobile format, rather than just mobile friendly. It’s clear that AMP will help mobile users find and view desired information with a higher level of ease and satisfaction. When searching and landing on the results page, users can choose to click through to AMP optimized sites. When clicked, content on those pages will load instantaneously in a pre-rendered, above the fold structure. Though page rankings are not…

1 month, 24 days ago

Building Ecommerce: Increasing Conversions

It’s estimated that over half of visitors to an ecommerce site will abandon their shopping carts for some reason or another. While there are many reasons, both known and unknown to the site owner, there are several elements that should be present to make the path to conversion as easy as possible for users. While a well-designed website may be a fully functional platform, ecommerce is complex and must be approached in a customized manner to the business. Though platforms such as Magento, WooCommerce, Shopify and others have made setting up an ecommerce site easier, sites can still be missing many of the necessary (and sometimes subtle) features needed to move a user to purchase and build a meaningful customer base. Optimize for Mobile Creating a mobile friendly, and even better – a responsively designed site adapting to multiple screens is critical to capturing the almost 50% of users who access ecommerce sites…

1 month, 30 days ago

Refreshing Your Manufacturing Website

Technology changes fast, and while most manufacturers stay on top of up to date advancements with their products, their websites can become outdated when updated only with basic maintenance. Left un-optimized, the market facing website of a manufacturer can reflect poorly on the company, reflecting the sense that the brand might not be up to date with with the latest technologies – from their product lines to their digital presence. While a full website redesign is recommended every few years, a yearly website refresh can extend the life of a website, bring in heightened conversion and help a company remain timely and competitive in the marketplace. Implementing website refresh doesn’t have to be a costly or lengthy task, but there are certain creative and strategic elements that are most effective in the process. Messaging Content strategies are perhaps the most important aspect of a website refresh. Often, the messaging of an…

2 months, 7 days ago

Marketing Strategy: Do You Need a Sub-Brand?

Whether in the early stages of brand building, or a well-known household brand – it’s possible that the use of a sub-brand could increase sales and market awareness for a product or series of products that may be under the radar, or waiting to be launched. While there are numerous strategies to implement successful corporate branding, the use of sub-brands is the chosen path for many – from manufacturing to higher education. Sub-branding, sometimes referred to as a subsidiary or extension brand – is tied to a parent company or brand, but carries it’s own name, visual communication and market strategy. Characteristics of the brand usually tie back to the parent brand, however remain distinct and with their own set of brand standards. Benefits of Sub-Branding The core benefit of launching a sub-brand is that allows for expansion into specific markets. Often, in a varied line-up under one brand, a…

2 months, 11 days ago

5 Reasons to Consider a Microsite for Your Business

The use and benefits of a microsite can many times go under the radar when strategizing for marketing initiatives. In reality, they are a valuable tool in promoting an event, campaign or product launch. In its most basic form, a microsite is a website that features affiliated or branded content from specific company or organization – but that is located away from the actual homepage of the business itself. The site has its own URL, however some companies choose to create a similar extension that references the business home page URL. To understand whether a microsite is a good fit, a team must determine if it meets the needs and goals of their marketing program. SEO Because of the fact that a microsite is housed by its own URL, an entirely new Search Engine Optimization system can be built. Since users will be driven to the site because of one…

2 months, 14 days ago