ACtion Magazine - January/February 2016 - (Page 12)

Convert eyeballs into business Website graphics, with a little attention, can convert visits into action. More than just selecting images The challenge in choosing the "right" graphics is that most shop owners - like nearly all small business owners - aren't sure how to evaluate whether their choice of design and images is working. You're just too busy running your shops. "Business owners too often settle on one design and set of graphics, but rarely experiment to see whether simple changes to those graphics could result in more leads and business," explains Brian Halligan, cofounder of HubSpot, an inbound marketing and sales firm. "If you think of your website as the content-driven means of attracting eyeballs to the services and products your shop offers, then your email, social media posts and blogs are the promotional vehicles you use to generate business. "The bottom line: Your graphics play a big part in converting your audience into taking action," continues Halligan. "The color, placement, text copy, size and use of graphics can really make an impact on conversions when optimized for your desired call to action - whether on your website landing page or in the email/blog/newsletter headers or subject lines you send to customers and prospects. Most small business owners make a one-time choice of images, but never consider whether a simple change in color, position or some other graphic element would be more effective. The truth is, graphics evolve; they aren't a one-time shot. The trick is understanding how to evolve graphics effectively." Measurement isn't difficult "A/B testing" is a Web design tool that compares two versions of a Web page (or email 14 ACTION * January/February 2016 header, etc.) against each other to determine which one performs better. For example, in an A/B test of a website landing page, "A" is the original page, while "B" is a copy modified to incorporate a change in color, text style, image, positioning or some other element. Then, half of your web traffic is shown the A version of the page (known as the control) and half are shown the modified B version of the page (the variation). A/B testing takes the guesswork out of your graphics decisions, as well as your other marketing ideas. It enables you to make data-informed decisions that shift business conversations from "we think" to "we know." Running an A/B test that directly compares a variation against a current design lets you ask focused, specific questions and then collect data via analytics on which version was better received. Remember, your marketing message needs a call to action, and what you are measuring at this point is which version provides you with more conversions to that call: More sales, more appointments, more phone calls, etc. And keep in mind that not every A/B test needs to be drastic. Even minor changes can improve conversion rates. When it comes to graphic design, proving what works comes down to testing, redesigning, tweaking and trying new things constantly. As the chief marketing officer of your business, your primary task is to experiment, discern and implement graphic variations that increase your conversion rates and drive your shop forward. Be sure you are using the tools that make your job easier and free up your time for the other important tasks. ❆ HubSpot/Buffer Social Media Management G reat content isn't very useful if it doesn't generate leads and business for your shop. As marketers, shop owners are constantly looking for great content to share by reading blog posts, soaking in new tips and tricks, and learning how to promote new services and products. The most effective marketers integrate their content with a call to action: ● Book an Appointment ● Sale Ends Friday ● Download Our Shop Newsletter ● Share with a Colleague Driving our search for effective content that turns visitors into business leads that generate sales, don't overlook the importance of the graphics you choose for your message. The question is: "How do you know if your graphics are driving your business forward?" Angie Kilbourne

Table of Contents for the Digital Edition of ACtion Magazine - January/February 2016

F.R.E.D. Goes to Tomorrowland
Pioneers
Outlook
Service Port
Leonard's law
Virtual View
Last Watch
Member Profile
Cooling Corner
Industry News
Association News
New Products and Services

ACtion Magazine - January/February 2016