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Confluent Forms Web Design & Digital Strategy
263 followers -
Designing and developing smart websites, software and strategies to achieve your unique business goals
Designing and developing smart websites, software and strategies to achieve your unique business goals

263 followers
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Beautiful restaurant websites & effective restaurant digital strategy and SEO

A quality website and digital marketing strategy is critical to the success of a restaurant, and yet so many restaurant websites ignore the needs and requirements of a valuable website and effective digital marketing.

A restaurant website needs to be an extension of the brand, but it also needs to be a driver of foot traffic (customers) to the physical establishment.

It needs to convert visitors to customers, both in the enticement phase (gorgeous photography and descriptors), but also in the technical goal conversion points (reservations, inquiries, click to call, click for directions, social media signup).

It needs a marketing strategy that combines word of mouth and referrals with social media, search engine optimization, local search, and traditional printed marketing.

Read more: http://www.confluentforms.com/2018/08/restaurant-website-design-development-strategy.html
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Why understanding BOTH your brand and your buyers matters

A long standing debate in marketing: is it more important to understand your brand or your customers?

In this video we explain why it is essential to have a deep understanding of BOTH!

(video) #HeresWhy
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4 Ways to Harness the Power of OPA (Other People's Audiences)

One of the most important things you can do to market your business is to build your own loyal audience, a fan base around your brand. But how do you expand that audience. One way is through the power of OPA. Learn what that is and how to use it!
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It's not just where they're coming from, or what device they're on, but WHERE and WHAT combined.

The user matters, but so does the device they're using to connect with you

While working with a client's Analytics, we discovered an interesting set of data. A large percentage of their traffic was coming in from Facebook, but looking deeper, an area for GREAT improvement was discovered.

While desktop visits from Facebook were converting at 23%, mobile visits from Facebook were converting at 13%.

Yes, mobile visits were converting at ~1/2 the rate of desktop visits.

No, this was not an issue with the tracking code.

While it is important to have a responsive website, it is more important to have a website with goals in line with content, audience, and their capabilities at that time. You need to optimize the experience, including the goal completion points, for the user at that moment, on the page they're on, on the device they're on.

Guess what their homework was this week? Focusing on their mobile experience and goal completions.

Get actionable intelligence from your Google Analytics: https://www.confluentforms.com/roi
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Important actionable intelligence is often missed when you only view things in aggregate

I have often talked about (and written about) the importance of aligning Users with Goals (buyer personas especially), making sure that you are funneling visitors to the correct goals based on their intent/needs as well as the situation.

But without delving too deep, another way to look at your site effectiveness is to get beyond aggregate numbers of "total goal completions" and "goal conversion rate" and use Segments to start separating. In this example below I've used two default segments, "New Users" and "Returning Users" to illustrate this point.

During the 6 week period, new users and returning users were about even. But importantly, notice the completion numbers for Goal 4 (a purchase order) vs Goal 11 (newsletter subscription).

With this client we are actively using social and SEM to get new users to visit the site and, once on the site, accomplish the goal of least resistance. We aren't pushing sales, we're only encouraging a freebie (that has a strong follow-up for purchase). By encouraging that easy goal, and understanding the buyer cycle, we're converting those fleeting visitors at 2% for social, and 6% from organic search.

Once then into the funnel, keeping them active, and giving them incentives to purchase (often).

There's a lot you can learn in Analytics if you start to ask questions of the data.

Learn how: http://www.confluentforms.com/roi
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Analyzing your customers' shopping behavior within Google Analytics

When you set up E-Commerce within your Analytics, and then enable Enhanced Ecommerce Settings... the richness in information pours in (so long as your e-commerce integration is sending the data).

For many CMS and E-commerce platforms, you can easily turn on these settings and find plugin modules to handle the integration easily for you. And it's well worth it.

In just the report shown, we can see:

* how effective we are at moving visitors from the information side to the products
* how well we're getting them to add items to cart
* whether we're converting those carts or leaving them abandoned
* at what point in the funnel we're losing warm buyers

We can then use Segments to further refine this, to cross-compare different Channels, Landing Pages, Content Groupings, Campaigns...

Oh, the fun we can have :)

Are you getting the most actionable intelligence out of your e-commerce store analytics? Start getting actionable intelligence now: https://www.confluentforms.com/roi
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"Live chat speaks to the user in that micro-moment and, in doing so, often has the effect of more easily converting passive visitors into immediate contacts. Because of the prevalence of the "chat with me" or "contact me" button, the user never has to look far to initiate that contact in their moment of need."

Are YOU using Live Chat to connect with YOUR website visitors in their moments of need?

Read more: https://blog.hubspot.com/customers/attract-convert-close-visitors-use-live-chat
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Good SEO, and sustainable digital marketing strategy, takes time

I was watching Why Good SEO Takes Time – Here’s Why #66 (https://goo.gl/ZZM8qY) by Mark Traphagen and Eric Enge of Stone Temple and wanted to add an example of our own work to the discussion, as we're big believers in the long view approach.

Too often businesses want to see immediate and huge results... and while those results are sometimes possible without resulting to "black hat" tactics, generally through fixing glaring omissions, in most situations that's simply not possible.

We explain our work and on-going retainer projects to our clients with the analogy of a personal trainer at a gym. We analyze their situation, we create strategies towards accomplishing their goals, we give them homework towards those goals, and we continually work with them to adjust the strategies and try new tactics towards their goals.

And it works

The image below is one of our clients, a small business whose main marketing is via their website. Over the two years we've worked with them to improve their organic search traffic, both in generating more traffic, but also in maintaining and increasing their goal conversion rate.

Organic search traffic has increased in a consistent monthly growth to a tune of 370% in two years.

No tricks, no manipulations.

Slow and steady, and winning.

Curious about our company? Learn more at https://www.confluentforms.com/roi
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How are local customers finding your small business, and what are you doing to improve your digital discovery?

For local-focused small businesses, Google Local search is a huge driver of foot traffic. From discovery for new customers, to looking up your hours and contact information for existing customers, a significant percentage of your "touches" begin with a person Googling your business (or type of business).

So what are you doing to improve your standing and to make the path towards your door easier to find?

Learn more about what you can do to use digital and impact your business: https://www.confluentforms.com/2015/01/local-search-personalization-small-business-influence.html
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New website for the Daniel Stebbins House Bed & Breakfast!

Congratulations to our client, the Daniel Stebbins House Bed & Breakfast in South Hadley MA on their new website! Built on WordPress.

See it: https://www.danielstebbinsbedandbreakfast.com/
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