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7 Common Ways That Small Businesses Waste Money Marketing
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WordPress Vs. Drupal: Which Content Management System Is Right For You?
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Unity 5.6 Beta Is Now Available, Brings Vulkan Support And 60% Boost In Performance Out Of The Box
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How to Choose Between Symfony, Laravel or Yii?
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ad:tech Australia: Ad-ding more tech to our advertisements
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#AroundTheGlobe: New Feeds, Interests, Social Commerce and Like
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Mad Men and Mad Technology: Ad Tech Delhi 2016
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This is how you play your best cards while designing for the web
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Measure over Matters
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7 Common Ways That Small Businesses Waste Money Marketing

Growing a small business is not that easy. We start a business because we may be a good accountant, lawyer, website designer, business consultant, lawyer or other professional service providers, but that does not mean that we are experts at growing and marketing our own small business. As we are not business marketing experts, we tend to follow what others do. And most of the time, it does not work at all. Here are the most common mistakes that small business owners make when it comes to spending money and how they can turn those losses into gains.

Building a social media following

It may sound good, but building a following on sites such as Facebook can actually cause more harm than good for your small business, in that it can be a waste of time and therefore money. As the algorithm of Facebook is always changing, it has made it harder for marketers to reach their clients organically. Based on 500,000 likes per year, only around 2% of your followers actually, see your posts. The good news is that now you can buy Facebook ads so that you can boost the number of users who see your posts.

Solution: Try to get your client’s email addresses and send them weekly newsletters with updates about your services. Also, you can offer incentives to those who recommend your products or services to their friends or family.

Not Understanding What Your Customers Want

Marketing is all about knowing the needs and wants of your audience, but small businesses tend to lack this information. You will be wasting your time as well as money if you do not understand the demographics of your target market.  

Solution: The first thing that you need to do is to identify who your customer is and determine what their needs are, where they reside and what they can afford to purchase. In defining who your primary customer is, you learn how to meet their needs and have a happy clientele.

Being Impatient and Giving up Too Soon

Marketing needs a lot of time as well as effort when growing a business. If you expect to get hundreds and thousands of followers in just one week, then this will seriously upset you. And as a result, small businesses give up, in spite of starting strong.

Solution: The solution to this is quite simple. First of all, do not raise your expectations too high. Give your small business a year or two to ramp up. Once you start getting followers, you can engage them with as much interesting content as possible.

Trying to do Too Much

Creating an account on Twitter, Facebook, Pinterest and a lot of other social networking sites is highly ineffective for a small business. As a small business owner, you have fewer employees. So don’t try to be online everywhere at the same time, all at once.

Solution: You can’t do it all – accept it. Choose one or two social media sites that your customers use the most and devote a few hours per week in promoting your products and services.

You Are Not Tracking Your Marketing Results

You may have Google Analytics set up, but do you really use it at all?  Many small businesses aren’t aware how this tool works. They have a lot of questions and confusion regarding Google’s PPC and AdWords. As it is an effective marketing tool, business owners simply buy ad space without fully understanding how those ads work. This is one way that you could unwittingly be wasting a lot of money.

Solution: You can set up conversion tracking for your ad campaigns. This way you will get to know how effective your ads are at attracting your customers.

You Have Not Changed Your Marketing Strategy in Years

Times change, and so should your marketing strategy. If you have a marketing strategy that you have not changed in years and are still investing in it, this is simply a phenomenal waste of money.

Solution: It is suggested that you try new things every year. As marketing is always evolving, you need to evolve too.

Huge One-Time Ad Campaign

There are a number of cool marketing tactics that you can try. While some of them work great, others do not. This is especially true if you only have one shot to make them work. Diving into marketing campaigns that require a lot of money is a waste of money for small businesses.

Solution: You need to first test the ad campaign with a modest budget. If you see that this new tactic is not working even with a smaller budget, it is likely that it will not work with a large budget.

Are these the areas in which your business is wasting money? If so, then it’s time that you make some changes in your marketing plan and grow your business.

WordPress Vs. Drupal: Which Content Management System Is Right For You?

If you are building a website or a blog, the most crucial decision that you make is choosing a content management system. As we know, content is king in the digital world. Thus, content creation and modification are prime factors in making your website or blog a success. A content management system offers many advantages like control over content publishing, visibility and supporting multiple users. Content management systems, or CMS, are extremely beneficial,  especially because they need very little to no prior experience in programming. Consequently, performing administrative tasks is made easier.

Out of all the CMS platforms offering a wide array of features, WordPress and Drupal are powerful platforms. The ease with which they provide their users with customization and content updating processes makes both WordPress and Drupal popular and widely used platforms. If you are out there searching for the right CMS platform for yourself and are confused about which one of the top two you should choose, then keep reading!

WordPress

Although it started as a blogging platform, WordPress has come a long way and become a full-blown site framework.  It is powered by AJAX, PHP, HTML, CSS, JavaScript and plenty of plugins, widgets, and themes. You have access to help from skilled developers in WordPress for theme customization, complex builds and setups and installation. The developers will ensure that your site is always installed with the latest updates. There are many advanced custom plug-ins available if you choose WordPress. Walt Disney Co., the LinkedIn blog, TechCrunch and BBC America are some of the popular sites that are powered by WordPress.

Drupal

Drupal refers to itself as a “content management framework” and is a very powerful CMS platform. It allows the user to launch, scale and manage websites and applications.  Drupal is the perfect fit for ambitious and larger projects. Powered by PHP, it requires no programming experience to set-up functionalities at lower levels. There are some extended features that include blogging, contact forums, forums and other types of community-style features. These features are an elaboration of Drupal’s core package but need the assistance of Drupal developers.  The Economist, Weather.com, some of the US government’s websites and NFL team’s websites are some sites that are powered by Drupal.

WordPress Vs. Drupal

Although there are many similarities between WordPress and Drupal in terms of features, responsiveness, SEO, and APIs, they do have certain differences which you need to consider.

Complex build

WordPress is easier to learn and use, while Drupal, on the other hand, is complex and might take longer to get used to. This complex build of Drupal makes it perfect for larger level projects.

Updates

WordPress updates are released every few months and the code is easily upgradable. The upgrade takes place in the background and that can be a useful feature if you are not a developer. WordPress plugins do not need frequent updates.

Drupal makes comprehensive updates and might be labor intensive as they are not code based. You will have to redesign your website for a particular update. This can be difficult if you are not a developer.

Security of plugins

Drupal is famous for its security which can be a valuable feature for enterprises or government sites. On the other hand, security is offered by a third party in WordPress, and your site is vulnerable to hacking attacks if you do not update regularly.

Make a List and Ask Some Questions

Before you finalize a platform, you need to make a list of your needs. If you are clear about what you want, making a decision will be easier.  Ask yourself the following questions:

What Kind of Website or Application are You Building?

Think how you want your site to perform. Is your site going to be a complex site with many pages and will it be getting a high volume of traffic? This will help you to decide which one of the two websites will suit your needs.

Budget

This is one of the crucial factors as well. The budget may vary, and the development of the site on Drupal can be more expensive than with WordPress.

Users, Templates, and Security

You must think how many users will access the site. Users need user permission and WordPress allows adding users with standard roles and permissions. When you are choosing a CMS you must ask yourself how many different templates you might need to match the different types of content you might have on your site. If your site is more complex and you need different templates, Drupal’s robust features might be suitable for you. Security is an important aspect that you will have to consider, especially, if your website is an enterprise level website.

In conclusion, WordPress is technically easier and Drupal, though more complex, offers amazing features. You can choose which CMS platform to use based on the needs of your project.

Unity 5.6 Beta Is Now Available, Brings Vulkan Support And 60% Boost In Performance Out Of The Box

Unity Technologies announced the official launch of Unity 5.6 beta recently. It will be available for all users including the users of the personal edition. Unity 5.6 beta consists of many new features and improvements that have been made to benefit the users and their projects. This beta release includes a refined editor and 2D features, a new video player, and better graphics performance. Unity 5.6 beta will also support Facebook Gameroom and Google DayDream. If you have not signed up for the Beta Program, you can do so by visiting the beta testing section on Unity3d.com. From there you can check the guide and download the installer. Let’s look into what 5.6 beta offers.

Graphical Improvements

The overall graphics has been greatly improved,  including the Particle System and GPU Instancing. The new drawing function allows you to draw many instances of the same mesh using an instanced shader with arguments that are supplied from a ComputeBuffer. This new way will have no CPU overhead at all.

The company has extended the system of attaching custom data to the particles in 5.6 beta which was introduced in Unity 5.5. Metal compute support is added for iOS and MacOS. The animation system will also support tracking the view position and will keep it in place when you are navigating between the State Machine of an AnimatorController. This will avoid unnecessary scrolling. EncodeToEXR is added to Texture2D which allows the user to save the content of any HDR texture to an EXR file.

New Video Player with 4k Playback

A new Video Player is included in the 5.6 beta. The video player has been built from scratch and bears hardware accelerated performance in mind. High-resolution 4k playback is now possible on even modest handheld hardware along with videos supporting alpha channel.  The user can use the video hardware capabilities of both the editor and target platforms.  The company will add supports for codecs in the future.

Support for Facebook Gameroom

Facebook Gameroom is an easy way for developers to bring games to the PC. This allows them to take full advantage of the CPU and GPU.  With Unity 5.6 beta you can install your projects to either the new Facebook Gameroom desktop app for Windows as a native window player or to Facebook.com using Unity WebGL support.

Support for Vulkan

Vulkan is a new generation graphics and computes API. It offers high-efficiency and cross-platform access to modern GPUs on both mobile platforms and desktop. The design of Vulkan allows it to run multiple threads in parallel by taking advantage of multiple CPU cores.  This feature of Vulkan is beneficial in reducing the workload on your CPU and leaving free space to do an additional computation. Vulkan support will improve the performance out-of-the-box up to 60%, in other words, the improvement is achieved without using any specifics of Vulkan API. If users make use of clever tweaks, they can actually improve the performance even more.  Use of Vulkan will take graphic performance to the next level in the Unity 5.6 beta. The company has announced that the final release will run on Android, Tizen, Windows, and Linux.

The Unity 5.6 beta also supports Google Daydream and has features that will improve the 2D game development workflow. There are a wide array of elements that are beneficial for the user and that improve the performance of Unity 5.6 beta.

How to Choose Between Symfony, Laravel or Yii?

PHP (Hypertext Preprocessor) is a widely-used open source general-purpose server-side scripting language that is especially suited for web development. With the latest introduction of PHP7, a revolution has been created in the way we deliver applications that power everything from websites and mobile to enterprises and the cloud. PHP7 has brought explosive performance improvements, drastically reduced memory consumption, and a host of brand-new language features to make your apps soar. 82% of the websites are developed using PHP and few of the most popular websites are Facebook, Wikipedia, Yahoo, Flickr, Tumblr, and WordPress. It is with this, that we come straight to the point. Programming is an art and using a framework streamlines application development by automating many of the patterns employed for a given purpose, adds structure to the code, prompting the developer to write better, more readable / maintainable code and ultimately makes programming easier since it packages complex operations into simple statements. The top 3 best PHP frameworks are Laravel, Symfony, and Yii Framework. Our task is to make an educated comparison between the three and decide on the best choice out of these.

How Should We Compare?

Before we get down to actual comparison, we need to look at the criteria, based on which, we need to weigh the platforms:

  1. Which framework would offer me the greatest functionality in the context of my work?
  2. Is the framework scalable at all? If so, to what degree?
  3. How long does it normally take to get comfortable with each of the three frameworks?
  4. Of the three, which framework provides LTS or Long Term Support?
  5. Does the framework have strong community support?

So, let’s begin the comparison:

As far as Web 2.0 applications are concerned, all three frameworks are equally efficient. Templating engines are chiefly used to make the job of coding easier (especially those ends, which are front-end in nature). These engines provide the feature of automated HTML muting and filtering, which is yet another reason for an average programmer to desire a PHP framework, with the best templating functions.

  • Symfony: Symfony uses Twig which is a flexible, fast and secure template engine  for PHP. This template engine compiles templates down to plain optimized PHP code, so the overhead compared to regular PHP code is reduced to the very minimum. Twig has a sandbox mode to evaluate untrusted template code. This allows Twig to be used as a template language for applications where users may modify the template design. Twig is powered by a flexible lexer and parser. This allows the developer to define its own custom tags and filters, and create its own DSL.
  • Laravel: Laravel uses Blade which is simple, yet powerful templating engine. Unlike other popular PHP templating engines, Blade does not restrict you from using plain PHP code in your views and driven by template inheritance and sections. In fact, all Blade views are compiled into plain PHP code and cached until they are modified, meaning Blade adds essentially zero overhead to your application. Blade view files use the .blade.php file extension and are typically stored in the resources/views directory.
  • Yii Framework: Yii doesn’t utilize any third-party templating system by default, which means that the choice of template is flexible and changeable to a great extent, depending on the convenience of the development team. Generally, users are offered a choice between Twig and Smarty, both of which are fairly popular.

Main Differences Between the Frameworks:

The chief differences which exist between these three frameworks (other than the ones described above) lie in the strength and resilience of each framework.

  • Symfony: Symfony framework is built on top of the Symfony components. These components are a set of decoupled and reusable components on which the best PHP applications like Drupal, phpBB, eZ Publish, Joomla and Magento are built. Even Laravel Framework uses few of these components. There are about thirty-four such components in Symfony. Also, recently Symfony achieved 100% PHP7 compatibility.
  • Laravel: Laravel is a full-stack framework because it handles everything from web serving to database management right down to HTML generation. It comes with an excellent command-line tool named Artisan that can be used to generate skeleton code and database schema stubs. Artisan handles everything from database schema migration to asset and configuration management. Laravel differs from other vertically integrated environments in its strong preference for convention over configuration. Whereas some Java, Python or PHP frameworks often require lots of XML configuration, Laravel requires almost none (or perhaps only a few lines of PHP) to get started. This aversion to configuration files makes for a very distinctive and recognizable code structure that is the same across all Laravel apps.
  • Yii Framework: Yii is a pure OOP framework, and takes advantage of some of PHP’s more advanced features, including late static binding, SPL classes and interfaces, and anonymous functions. Virtually almost every component of this framework is highly extensible. It has one of the most powerful tools called ‘Gii’ which is a web-based and highly configurable code scaffolding tool which allows to quickly create code templates for models, controllers, forms, modules, extensions, CRUD controller actions, and views. It is also tightly integrated with Codeception that helps simplify the process of creating unit, functional and acceptance tests for your application.

Now, we come to the installation part. A huge advantage here is that all three frameworks can be installed via the use of Composer, and hence, is all hassle-free to install. Still, let the differences be underlined:

  • Symfony: It uses the Composer PHP dependency manager which plays a pivotal role in correctly installing and managing the components of the Symfony framework. Symfony version 2 assists the users with a demo app for proper and immaculate guidance.
  • Laravel: Beside Composer, this framework can also be installed via the Laravel Installer.
  • Yii Framework: This provides the user with a template to follow and a web application after you install it; thus, making your work a smooth-sailing one, if you choose to work with Yii. In this way, Yii is an improvement on Symfony.

As far as performance, development, learning curve and database/community support is concerned, we have to look at the following:

  • Symfony: Symfony framework supports all PDO-supported databases including NoSQL and Graph databases.
  • Laravel: This one is simply outstanding as far as the ‘learning curve speed’ goes. Coming complete with installation guidelines and user manuals, it is the greatest when it comes to providing users with a clean and complete view of how to use it. And hence, the learning curve is the least when it comes to Laravel. Its performance, however, is a low point. It provides the slowest speed, where real-time data collection and response communication is concerned. It also supports fewer databases compared to Symfony.
  • Yii Framework: This one is the most high-performance framework of the lot, and hence, ideal for designing mobile apps and social networking sites. It supports six databases, the same as Laravel.

Conclusion

In conclusion, we can only say that all three frameworks have uses and applications of their own, which no other framework can possibly match up to. Symfony offers LTS release, is the most stable out of the three, is component-based and has great learning resource. Yii has Ajax support, is great for developing real-time applications, and is the best when it comes to creating Restful Web Services. Finally coming to Laravel, it is currently the most popular (’15-’16), offers the best support to Composer for package management, has the best packages and deals for framework functionality extension, and is great for unit testing. So, study all the merits of each one carefully, and take your pick.

ad:tech Australia: Ad-ding more tech to our advertisements

Capital Number_AdtechAUS

We came across this a while back on the ad:tech Australia website

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You hardly can ignore such persuasive points, though there was this one lingering question on our mind; how many ad:tech (s) should we attend in a year? It’s pointless thinking about it though, because the answer is and will always be as many as possible. Why? Because you can never know enough, that’s why.

The digital marketing paradigm is taking new leaps every second, and though it seems impossible but the wisest thing to do is to keep up and if possible be a step ahead. Platforms like ad:tech provide you with the opportunity to do that. The exposure to diverse minds from all over the world and enhanced knowledge of global practices always hone your perception to broader prospects.

CNites at the ready

The ad:tech Australia was held at the Hilton Sydney on 15th and 16th of March. This was the 10th year and we couldn’t be more thrilled to have our representatives Neil McNulty, Country Head, Australia and Account Manager Shovan Moullick present at the event.

They entertained a good mix of responses from visitors who were quite intrigued by the variety of services we offer.

Conversations between the soul and the self

Events like these start speaking to you. The moment you set your foot in, you get the drift, now it’s one own choice of whether to anchor or flow along. We generally like to have the best of both worlds and thus engaged in a mixture of both. It was astonishing how some of our perceptions about known methods changed considerably after listening to the best in the field talk about them.

We even had lengthy chats with some about how our services can be better aligned with their organizational goals. Here’s what some people had to say

“Our current employment model needs to change and outsourcing solutions are going to be a big part of it”

“We have a skill shortage right now in the Mobile App space. Capital Numbers offering may be exactly what we need”

Never enough

The list of 10 reasons that the organizers enticed us with to join the event actually get lost in thousand others that we discovered while we attended the conference.

One of the significant features of it was that it was so meticulously designed for the digital marketing mind. Each session we were a part of had ready takeaways that we could start implementing in our next ventures. We are not kidding you when we say that it can easily pass of as the coolest crash course that we have even been a part of.

Two days in Sydney passed away in a blur. So many revisits, myriads of new ideas and such brilliant brains, we realize that not even the year would have been enough. But then again, what really is?

We at Capital Numbers believe in providing you tailor made solutions for your marketing goals, and for that we need to keep ourselves abreast with the best that there is. To know more about what we learnt at ad:tech Australia that could potentially help your business, talk to us at http://www.capitalnumbers.com/

#AroundTheGlobe: New Feeds, Interests, Social Commerce and Like

Friday - AroundTheGlobe

You must have spotted a #RIPInstagram somewhere this week? What about the news of Google and Apple making strange bed fellows? And you obviously know about the new algorithm update to Google Search?

We know that you come across several new updates in the tech world, but seldom get time to read about them in depth. Though, it’s rather important that you are up-to-date with any changes that might directly/indirectly affect your work
So here’s a list of updates from this week that you don’t want to miss:

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Instagram is testing algorithm to re-order feeds as per interests

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Google announces Enterprise Market Suite Analytics 360

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Messaging app We Chat is becoming a mobile payment giant in China

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Apple looks to Google’s Cloud Platform as it diversifies its infrastructure

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Uber India Is Working on Offering Ride-Booking on Snapdeal

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Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important

Mad Men and Mad Technology: Ad Tech Delhi 2016

Blog Post

If creativity is the soul of an advertisement, then technology is its wings.

In the last couple of years, we have learnt our lessons. Technology is rapidly changing the way we consume information, and it’s literally turning the Ad World upside down and up again on a daily basis.

As digital marketers, we continuously scamper around to find ground in this very dynamic ecosystem, and conferences like Ad:Tech are the ideal hotspot for new realizations, revelation and future directions.

Inoculating – boosting the digital bug

The digital fever is rampant, yes, but there are still people who are questioning its need and lifespan. Well to say the least, if any of those people attended Ad:Tech 2016, we can be rest assured that they have got the bug too. One of the most prime focus areas of the conference was to promote digital marketing and related technologies among advertisers and it did so beautifully.

Look at the sessions in the conference and you will know how

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Big Stage – Giant Players

Like every conference we attend, we had set up a booth at Ad Tech 2016 too. A booth always gives us a tangible platform to share our ideas and engage with the attendees. The response to our booth was overwhelming. We got a chance to speakto several global brands and exchanges our ideas of how we see digital marketing growing in the times to come.

Ad:Tech 2016 was held in New Delhi. Our representatives, Anindya Mukherjee –Director, Operations and Saurabh Dhanuka – Account Manager, Sales and Marketing had flown down to attend it. They were pretty excited about the conferences and we can safely say that they were not disappointed at all. In fact when asked about his experiences in Ad:Tech Saurabh said that it was pretty satisfactory, and went on to add

“I was not expecting such bigger brands to be part of this trade show. We got to interact with some really good brands. It made us understand the need of 360 degree digital marketing for these brands.”

Here are some pictures from their visit

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Did you attend Ad Tech 2016 as well? If yes share your experiences with us in the comments below!

We at Capital Numbers are constantly looking for newer and more effective ways in which we can digitally channel your marketing goals, visit us at http://www.capitalnumbers.com/digital_marketing.php to know more.

This is how you play your best cards while designing for the web

Capital Number_Blog_WebDesignCards

Aren’t these among some sites/apps that you use every day?

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4Notice any visible patterns? Of course there is.All of them use cards for organizing their content. So what is it about cards that make them so ubiquitous around the web world? Let’s find out.

What are cards?

Cards are those little rectangular texts inclusive of high quality images and texts as descriptors. Cards have been popularized by image sharing platform Pinterest.

5They have been highly successful in web designing alongside concepts like responsive web designing, so much so that they are mostly the obvious choice when one is meaning to walk the thin line between aesthetics and usability.

Why are cards so popular?

Cards apparently came to the forefront of web design when web giants Facebook and Twitter adapted it for their web as well as application format. What cards bring to your content is the balance of uniqueness and consistency. Each card is unique in its own right, but integrates seamlessly with the interface with suggestion of one primary action – the urge to click and see more. The most popular way of using cards in websites is the container style of designing. Facebook and Twitter both use that. The Guardian is an excellent example of it as well. Read their excellent piece of container style cards, where they talk about containers as group of cards stacked together. Also, the reduction of screen sizes has propelled this form of designing even more, to maintain the size of the content.

What’s in the cards for cards?

The Next Web and other reliable sources predict the future of card design to be mostly in Material Design. Google defines Material Design cards as “a piece of paper with unique related data that serves as an entry point to more detailed information. For example, a card could contain a photo, text, and a link about a single subject.” It’s the inevitable evolution I guess, since the concept of cards stems from tangible ones that were pieces of communication, long before their digital counterparts came into being.

At Capital Numbers we always try to find the most efficient, reliable and cost effective solution for our clients. To know more about ways in which we can help you, visit http://www.capitalnumbers.com/custom_web_development.html

Measure over Matters

5 Metrics that are a must for a successful web-project

5 Metrics that are a must for a Successful Web Project

It’s raining data. There is data everywhere. It’s pouring data on the streets and at coffee tables. There’s no questioning its necessity or ubiquitous nature anymore. But, for those of us who are regularly seeking data to make decisions know how overwhelming such enormous amount of data can be.

Specifically when it comes to tracking the performance of website/web applications, analytics boast of providing us with a diverse and comprehensive range of data. Considering all while making a decision might not be practically feasible, so here’s a list of data that you must consider which monitoring your web project:

  • Traffic – Because the party is where the cars are headed

You always know where the party is in town by looking at where all the cars are headed. Traffic for websites indicates the same. It is collection of the number of visits and visitors to your website, collected as sessions and users. Number of visits, specifically is one of the great overall pictures of your site performance. It also gives you a fair idea of how well your marketing strategies are working.

  • Bounce Rate: Because Palat!

If they love you, they will always look back. This is King Khan’s infallible formula to know whether he has been able to charm his lady love. The man’s a genius really, because the same applies for your websites as well. Thus Bounce Rate – The percentage of single-page site visits is an important metric to consider as a general signal of user engagement & content quality.

  • Time on Site – Because you’ve got to give it some time!

The best gift you can receive/give is time. Time on Site is a measure of the amount of time your users are spending with your site and is thus a clear signal of how engaged they are with your site. Google uses this metric as well while deciding on how good a site is, thus ToS extremely essential from a SEO point of view as well.

  • Click Through Rate – Because Aur dikhao!

Do users feel like knowing more of you whenever they stumble on your link on search engines or elsewhere? Click through Rate measures just that. It helps you understand how well your site is performing through search engine results and can direct you to improve your listings.

  • Conversions – Because karam karo aur fal ki chinta bhi karo!

There is always a business goal to a web presence. Is your website fulfilling that goal? Check your conversions to figure that out. Conversions are quantifiable measurement of expected or desired site outcomes. They directly reflect on the effectiveness of website and marketing efforts.

There are hundreds of factors that can indicate the performance of the website. This piece highlights some of the most important ones. Now mind you, no one metric in isolation is a clear indication of how well your webpage is performing. So you need to choose the metrics mentioned above and others depending on which aspect of site performance you are interested in. Is it its Search Engine Optimization, its Content, its Design, or something else?

 

At Capital Numbers we always try to find the most efficient, reliable and cost-effective solution for our clients. Visit http://www.capitalnumbers.com to know more about how we can help you design an effective web project.

Capital Numbers_Landing Page_Blog

A landing page is the first digital experience that a user has with the brand. And considering the two types of landing pages – Click-Through Landing Page & Lead-Gen Landing Page – it is of paramount importance that there is a definitive closure to a user journey on the page. And how does one define the closure of a user journey? Simple; by just measuring the conversion!

Here is a list of 10 elements that are essential to a landing page if conversion is the key objective.

#1 – Buyer Persona – 2 words you should hold very close to your heart!

Create the page keeping the Buyer Persona in mind – now wait, what is Buyer Persona you ask? They are the group you would like to reach through your marketing activities.

As per the Buyer Persona Manifesto, a brand should know whom they are talking (not selling) to. With Buyer Persona in mind, you would be knowing who you are selling to, their micro-moments, their perception barriers and their problems. And once you know the problem(s), it is easy to convert the audience by offering apt solution(s).

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#2 – Above the Fold

A cue from the traditional newspapers, it is equally important thus to have a super/b above-the-fold content when it comes to landing pages. The important elements have to be present in the most visible format so that the user will read it definitely before scrolling her / his way down.

What should ideally be a part of the ATF content?

  1. Value proposition – how this site will benefit the reader
  2. Visuals – to support the value proposition claim(s)
  3. CTA – what is the intended closure that the site expects from the user?

However, do not ignore the page load speed.

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#3 – Testimonials

Credibility is a must these days, when one is about to explore the domains of a digital journey. And what best than having a few strong testimonials right at the start? A user should be assured right at the beginning on her / his probable association with the brand – and only an existing / past satisfied user can bring that in, in the form of a testimonial.

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#4 – Social proof

Taking cue from the above point, social proofs are a great way to convert a random visitor to a brand-loyal. Here’s how (apart from the testimonial trick) –

  1. Case studies are a must. Nothing works like success stories do.
  2. Social share buttons embedded at some area of the landing page.
  3. Share the positive enthusiasm that the users have around the brand, on social media. Monitor the social media accounts, look out for appreciations and share them for the world to see.
  4. Trust seals are a great way a user can be assured.
  5. Last, linking the privacy policy somewhere will definitely assure the user that the data collected will not be used for commercial purposes by the organization.

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#5 – Navigation

Directional cues, arrows, pointers, anything that assists the user helps her / him go all the way

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#6 – Images (good quality)

A picture speaks a thousand words. Period! Good images will always rule the landing page, any day. Invest in good photographer(s), allocate a specific budget for shoots, and see how conversion grows.

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#7 – Copy

And this is another sure-fire way to grab the attention of the user, backed by captivating visuals. Killer headlines will definitely work – also, since the page will be aligned to specific Brand Persona, it is always advisable to have copy / content that is in sync with the Brand Persona.

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#8 – Shorter landing pages

We all try and achieve this; most of us fail. However, it is always a goal to have a landing page where there is no below-the-fold content. Results show that shorter landing pages perform better compared to the longer versions.

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#9 – Fitt’s Law and the CTA button

Before you freak out, Fitt’s Law is where the visual hierarchy of the landing page becomes very important. As per this law, related items should be placed together in a clutter format within the page. The more scattered related items, the more time and effort the user will have to take to find and interact with these items.

Thus, as a corollary to this law, a CTA button will have to be provided with the most important position in the visual hierarchy; else the conversion will take a considerable hit.

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#10 – Utilize the whitespace

Last, it is a common thought that too much space is being wasted if there is a visible whitespace on screen.  Please note, whitespace is the fundamental building block of good design. Here’s why:

  1. Whitespace increases content readability and legibility from a user’s POV.
  2. With increased content visibility, user has more interaction with the site / page / content.
  3. CTAs can be better highlighted with a strong whitespace in action.
  4. Whitespaces act as separators. After all, to us what is a fold may not stand true for a user.

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At Capital Numbers, we are always conversion-focussed. These references have been taken right from our daily experiences. Hope you have enjoyed them.

Do you have anything more to add to this list? Do let us know by commenting below.

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