In a world where consumers continue to become even more savvy & sophisticated, it’s easy to think that our digital marketing message needs to do the same. While it’s true that consumers are armed with knowledge, it’s also true that we’re all busy and most of us lack focus. This undiagnosed ADD supports my sentiment – keep it simple.
A few places this comes into play in the online world include:
Search Engine Optimization
Obviously clients know the most about their industry and products/services. So when asked what keywords they want to focus on they tend to choose technical & specific names. Depending on your target audience, it’s important to remember that the general public will conduct a more generic search. For example if you sell proximity sensors, research shows that a very low number of people search for that term and it would be more valuable to optimize with a more commonly used term like motion sensors.
After performing a multitude of A/B tests over the years, we’ve found that the more simplified the landing page, the higher the conversion rates. To take it a step further, it’s important to remember that the smallest things can make a difference.