.svg)
.svg)
.svg)
Some Recent Thoughts...
Juicy Tidbits Without the "Tech Speak"
A compilation of ramblings about everything from HubSpot CMS development to data architecture, integrations and all the tech stuff you never knew you needed to know.
memeify the blog!
Blogs Listing - UPDATE 2024 (Jordan)
5 Content Organization Tips to Boost Resource Center Conversions
conversion rates looking stale? here are some content organization tips to help your boost resource center conversions.
For Agencies: How (and why) to Sell a Content Library to Your Client
Investing in a content library is a conversion and engagement GAME CHANGER for your website - but how do you convince your clients of that?
Content Overload: It's time for a Content Library or Resource Center
You spend a *lot* of time and money on content - don't you think it's time you created a content library or resource center?
5 Things Wrecking ECommerce Conversion Rates with Holiday Shoppers
Are you ruing your ecommerce conversion rates with your holiday shoppers? Here are a few tips...
Why a HubSpot Mega Menu Should Be Your Next Website Investment
Your arsenal of content is getting bigger by the day - here's why a HubSpot mega menu should be your next website investment.
How to Organize a Mega Menu for IT Managed Services Company
Here's how to organize your mega menu for IT managed services companies.
How’d you do? Let’s Talk Site Performance for Black Friday Weekend
When it comes to site performance for Black Friday and Cyber Monday, you don't want to miss a THING.
5 Website Optimization Tools to Boost Conversions
More than SEO: Here are our top website optimization tools for increasing conversions and optimizing your website.
HubSpot CMS Web Design: The Continuous Improvement Model
Discover how the Continuous Improvement Model for your HubSpot CMS Web Design will help increase conversions and improve usability.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rss_summary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","tag_ids":[62770428190,98457582138,98464015968],"topic_ids":[62770428190,98457582138,98464015968],"post_summary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postBodyRss":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postEmailContent":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rssSummary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
![\"knowledge](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/knowledge%20center.png\")
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n![\"Information-Overload\"](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp\")
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
![](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/Please%20describe%20your%20process%20for%20reusing%20and%20repurposing%20content%20(e-g-%2c%20creating%20presentations%2c%20infographics%20and-png.png\")
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","rss_body":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","blog_post_schedule_task_uid":null,"blog_publish_to_social_media_task":"DONE_NOT_SENT","blog_publish_instant_email_task_uid":null,"blog_publish_instant_email_campaign_id":null,"blog_publish_instant_email_retry_count":null,"keywords":[],"head_html":null,"footer_html":null,"attached_stylesheets":[],"enable_domain_stylesheets":null,"include_default_custom_css":null,"meta_description":"You spend a *lot* of time and money on content - don't you think it's time you created a content library or resource center?","meta_keywords":null,"layout_sections":{},"past_mab_experiment_ids":[],"deleted_by":null,"featured_image_alt_text":"website content library","enable_layout_stylesheets":null,"tweet":null,"tweet_at":null,"campaign_name":"Resource Center","campaign_utm":"Resource%20Center","tweet_immediately":false,"publish_immediately":true,"security_state":"NONE","scheduled_update_date":0,"placement_guids":[],"property_for_dynamic_page_title":null,"property_for_dynamic_page_slug":null,"property_for_dynamic_page_meta_description":null,"property_for_dynamic_page_featured_image":null,"property_for_dynamic_page_canonical_url":null,"preview_image_src":null,"legacy_blog_tabid":null,"legacy_post_guid":null,"performable_variation_letter":null,"style_override_id":null,"has_user_changes":true,"css":{},"css_text":"","unpublished_at":0,"published_by_id":8982263,"allowed_slug_conflict":false,"ai_features":null,"link_rel_canonical_url":null,"page_redirected":false,"page_expiry_enabled":null,"page_expiry_date":null,"page_expiry_redirect_id":null,"page_expiry_redirect_url":null,"deleted_by_id":null,"state_when_deleted":null,"cloned_from":null,"staged_from":null,"personas":[],"compose_body":null,"featured_image":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp","featured_image_width":800,"featured_image_height":600,"publish_timezone_offset":null,"theme_settings_values":null,"password":null,"header":null,"published_at":1691596998707,"last_edit_session_id":null,"last_edit_update_id":null,"created_by_agent":null},"metaDescription":"You spend a *lot* of time and money on content - don't you think it's time you created a content library or resource center?","metaKeywords":null,"name":"Content Overload: It's time for a Content Library or Resource Center","nextPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/wrecking%20ecommerce%202.webp","nextPostFeaturedImageAltText":"conversion optimization","nextPostName":"5 Things Wrecking ECommerce Conversion Rates with Holiday Shoppers","nextPostSlug":"blogs/5-things-wrecking-ecommerce-conversion-rates-with-holiday-shoppers","pageExpiryDate":null,"pageExpiryEnabled":null,"pageExpiryRedirectId":null,"pageExpiryRedirectUrl":null,"pageRedirected":false,"pageTitle":"Content Overload: It's time for a Content Library or Resource Center","parentBlog":{"absoluteUrl":"https://deckerdevs.com/blogs","allowComments":true,"ampBodyColor":"#404040","ampBodyFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampBodyFontSize":"18","ampCustomCss":"","ampHeaderBackgroundColor":"#ffffff","ampHeaderColor":"#1e1e1e","ampHeaderFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampHeaderFontSize":"36","ampLinkColor":"#416bb3","ampLogoAlt":"","ampLogoHeight":0,"ampLogoSrc":"","ampLogoWidth":0,"analyticsPageId":62179259185,"attachedStylesheets":[],"audienceAccess":"PUBLIC","businessUnitId":null,"captchaAfterDays":7,"captchaAlways":false,"categoryId":3,"cdnPurgeEmbargoTime":null,"closeCommentsOlder":0,"commentDateFormat":"medium","commentFormGuid":"cb653aa1-3db4-4167-9b59-744c46d49682","commentMaxThreadDepth":3,"commentModeration":false,"commentNotificationEmails":["nicholas@deckerdevs.com","jessica@deckerdevs.com"],"commentShouldCreateContact":true,"commentVerificationText":"Thanks for participating in this conversation! We look forward to responding and to assisting where we can","cosObjectType":"BLOG","created":1639786189589,"createdDateTime":1639786189589,"dailyNotificationEmailId":null,"dateFormattingLanguage":null,"defaultGroupStyleId":"","defaultNotificationFromName":"","defaultNotificationReplyTo":"","deletedAt":0,"description":"rev up your hubspot system to the max! deckerdevs' turbo-charged blog is your ultimate guide to harnessing the full potential of hubspot development. unleash the marketing magic with ingenious tips, tricks, and hacks. get ready to level up your hubspot game!","domain":"","domainWhenPublished":"deckerdevs.com","emailApiSubscriptionId":null,"enableGoogleAmpOutput":false,"enableSocialAutoPublishing":false,"generateJsonLdEnabled":true,"header":null,"htmlFooter":"","htmlFooterIsShared":true,"htmlHead":"","htmlHeadIsShared":true,"htmlKeywords":[],"htmlTitle":"deckerdevs thought nuggets","id":62179259185,"ilsSubscriptionListsByType":{},"instantNotificationEmailId":null,"itemLayoutId":null,"itemTemplateIsShared":false,"itemTemplatePath":"deckerdevs-theme/templates/blog-content.html","label":"deckerdevs live blog","language":"en","legacyGuid":null,"legacyModuleId":null,"legacyTabId":null,"listingLayoutId":null,"listingPageId":62179259186,"listingTemplatePath":"","liveDomain":"deckerdevs.com","monthFilterFormat":"MMMM yyyy","monthlyNotificationEmailId":null,"name":"deckerdevs live blog","parentBlogUpdateTaskId":null,"portalId":6534445,"postHtmlFooter":"","postHtmlHead":"","postsPerListingPage":9,"postsPerRssFeed":10,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publicTitle":"thought nuggets","publishDateFormat":"medium","resolvedDomain":"deckerdevs.com","rootUrl":"https://deckerdevs.com/blogs","rssCustomFeed":null,"rssDescription":null,"rssItemFooter":null,"rssItemHeader":null,"settingsOverrides":{"itemLayoutId":false,"itemTemplatePath":false,"itemTemplateIsShared":false,"listingLayoutId":false,"listingTemplatePath":false,"postsPerListingPage":false,"showSummaryInListing":false,"useFeaturedImageInSummary":false,"htmlHead":false,"postHtmlHead":false,"htmlHeadIsShared":false,"htmlFooter":false,"listingPageHtmlFooter":false,"postHtmlFooter":false,"htmlFooterIsShared":false,"attachedStylesheets":false,"postsPerRssFeed":false,"showSummaryInRss":false,"showSummaryInEmails":false,"showSummariesInEmails":false,"allowComments":false,"commentShouldCreateContact":false,"commentModeration":false,"closeCommentsOlder":false,"commentNotificationEmails":false,"commentMaxThreadDepth":false,"commentVerificationText":false,"socialAccountTwitter":false,"showSocialLinkTwitter":false,"showSocialLinkLinkedin":false,"showSocialLinkFacebook":false,"enableGoogleAmpOutput":false,"ampLogoSrc":false,"ampLogoHeight":false,"ampLogoWidth":false,"ampLogoAlt":false,"ampHeaderFont":false,"ampHeaderFontSize":false,"ampHeaderColor":false,"ampHeaderBackgroundColor":false,"ampBodyFont":false,"ampBodyFontSize":false,"ampBodyColor":false,"ampLinkColor":false,"generateJsonLdEnabled":false},"showSocialLinkFacebook":true,"showSocialLinkLinkedin":true,"showSocialLinkTwitter":true,"showSummaryInEmails":true,"showSummaryInListing":true,"showSummaryInRss":true,"siteId":null,"slug":"blogs","socialAccountTwitter":"","state":null,"subscriptionContactsProperty":null,"subscriptionEmailType":null,"subscriptionFormGuid":null,"subscriptionListsByType":{},"title":null,"translatedFromId":null,"translations":{},"updated":1712344124471,"updatedDateTime":1712344124471,"urlBase":"deckerdevs.com/blogs","urlSegments":{"all":"all","archive":"archive","author":"author","page":"page","tag":"tag"},"useFeaturedImageInSummary":true,"usesDefaultTemplate":false,"weeklyNotificationEmailId":null},"password":null,"pastMabExperimentIds":[],"performableGuid":null,"performableVariationLetter":null,"personas":[],"placementGuids":[],"portableKey":null,"portalId":6534445,"position":null,"postBody":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
","postFeaturedImageIfEnabled":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp","postListContent":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
","postListSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp","postRssContent":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
","postRssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp","postSummary":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","postSummaryRss":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
","postTemplate":"deckerdevs-theme/templates/blog-content.html","previewImageSrc":null,"previewKey":"MIUJbKka","previousPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/knowledge%20base-resource%20center.png","previousPostFeaturedImageAltText":"","previousPostName":"For Agencies: How (and why) to Sell a Content Library to Your Client","previousPostSlug":"blogs/for-agencies-how-and-why-to-sell-a-content-library-to-your-client","processingStatus":"PUBLISHED","propertyForDynamicPageCanonicalUrl":null,"propertyForDynamicPageFeaturedImage":null,"propertyForDynamicPageMetaDescription":null,"propertyForDynamicPageSlug":null,"propertyForDynamicPageTitle":null,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publishDate":1673634944000,"publishDateLocalTime":1673634944000,"publishDateLocalized":{"date":1673634944000,"format":"medium","language":null},"publishImmediately":true,"publishTimezoneOffset":null,"publishedAt":1691596998707,"publishedByEmail":null,"publishedById":8982263,"publishedByName":null,"publishedUrl":"https://deckerdevs.com/blogs/content-overload-its-time-for-a-website-content-library-or-resource-center","resolvedDomain":"deckerdevs.com","resolvedLanguage":null,"rssBody":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","rssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp","scheduledUpdateDate":0,"screenshotPreviewTakenAt":1734624304770,"screenshotPreviewUrl":"https://cdn1.hubspot.net/hubshotv3/prod/e/0/6d7962d3-d5eb-4b07-933c-5a8d83350d37.png","sections":{},"securityState":"NONE","siteId":null,"slug":"blogs/content-overload-its-time-for-a-website-content-library-or-resource-center","stagedFrom":null,"state":"PUBLISHED","stateWhenDeleted":null,"structuredContentPageType":null,"structuredContentType":null,"styleOverrideId":null,"subcategory":"normal_blog_post","syncedWithBlogRoot":true,"tagIds":[62770428190,82133680259,98457582138,98464015968],"tagList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1660665478382,"deletedAt":0,"description":"","id":82133680259,"label":"UX Design","language":"en","name":"UX Design","portalId":6534445,"slug":"ux-design","translatedFromId":null,"translations":{},"updated":1660665478382},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1673634826716,"deletedAt":0,"description":"","id":98457582138,"label":"Content Library","language":"en","name":"Content Library","portalId":6534445,"slug":"content-library","translatedFromId":null,"translations":{},"updated":1673634826716},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1673634836597,"deletedAt":0,"description":"","id":98464015968,"label":"Resource Center","language":"en","name":"Resource Center","portalId":6534445,"slug":"resource-center","translatedFromId":null,"translations":{},"updated":1673634836597}],"tagNames":["Conversion Optimization","UX Design","Content Library","Resource Center"],"teamPerms":[],"templatePath":"","templatePathForRender":"deckerdevs-theme/templates/blog-content.html","textToAudioFileId":null,"textToAudioGenerationRequestId":null,"themePath":null,"themeSettingsValues":null,"title":"Content Overload: It's time for a Content Library or Resource Center","tmsId":null,"topicIds":[62770428190,82133680259,98457582138,98464015968],"topicList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1660665478382,"deletedAt":0,"description":"","id":82133680259,"label":"UX Design","language":"en","name":"UX Design","portalId":6534445,"slug":"ux-design","translatedFromId":null,"translations":{},"updated":1660665478382},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1673634826716,"deletedAt":0,"description":"","id":98457582138,"label":"Content Library","language":"en","name":"Content Library","portalId":6534445,"slug":"content-library","translatedFromId":null,"translations":{},"updated":1673634826716},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1673634836597,"deletedAt":0,"description":"","id":98464015968,"label":"Resource Center","language":"en","name":"Resource Center","portalId":6534445,"slug":"resource-center","translatedFromId":null,"translations":{},"updated":1673634836597}],"topicNames":["Conversion Optimization","UX Design","Content Library","Resource Center"],"topics":[62770428190,82133680259,98457582138,98464015968],"translatedContent":{},"translatedFromId":null,"translations":{},"tweet":null,"tweetAt":null,"tweetImmediately":false,"unpublishedAt":0,"updated":1691596998711,"updatedById":8982263,"upsizeFeaturedImage":false,"url":"https://deckerdevs.com/blogs/content-overload-its-time-for-a-website-content-library-or-resource-center","useFeaturedImage":true,"userPerms":[],"views":null,"visibleToAll":null,"widgetContainers":{},"widgetcontainers":{},"widgets":{"blog-image":{"body":{"image_field":{"alt":"pattern-2","height":563,"loading":"lazy","max_height":563,"max_width":1000,"size_type":"auto","src":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/pattern-2.jpg","width":1000}},"child_css":{},"css":{},"deleted_at":1691596990159,"id":"blog-image","label":null,"module_id":62246908725,"name":"blog-image","order":3,"smart_type":null,"styles":{},"type":"module"}}},{"ab":false,"abStatus":null,"abTestId":null,"abVariation":false,"abVariationAutomated":false,"absoluteUrl":"https://deckerdevs.com/blogs/5-things-wrecking-ecommerce-conversion-rates-with-holiday-shoppers","afterPostBody":null,"aifeatures":null,"allowedSlugConflict":false,"analytics":null,"analyticsPageId":"95497440299","analyticsPageType":"blog-post","approvalStatus":null,"archived":false,"archivedAt":0,"archivedInDashboard":false,"areCommentsAllowed":true,"attachedStylesheets":[],"audienceAccess":"PUBLIC","author":null,"authorName":null,"authorUsername":null,"blogAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogAuthorId":62235724408,"blogPostAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogPostScheduleTaskUid":null,"blogPublishInstantEmailCampaignId":null,"blogPublishInstantEmailRetryCount":null,"blogPublishInstantEmailTaskUid":null,"blogPublishToSocialMediaTask":"DONE_NOT_SENT","blueprintTypeId":0,"businessUnitId":null,"campaign":null,"campaignName":null,"campaignUtm":null,"category":3,"categoryId":3,"cdnPurgeEmbargoTime":null,"checkPostLevelAudienceAccessFirst":true,"clonedFrom":null,"composeBody":null,"compositionId":0,"contentAccessRuleIds":[],"contentAccessRuleTypes":[],"contentGroup":62179259185,"contentGroupId":62179259185,"contentTypeCategory":3,"contentTypeCategoryId":3,"contentTypeId":null,"created":1671127124941,"createdByAgent":null,"createdById":27630257,"createdTime":1671127124941,"crmObjectId":null,"css":{},"cssText":"","ctaClicks":null,"ctaViews":null,"currentState":"PUBLISHED","currentlyPublished":true,"deletedAt":0,"deletedBy":null,"deletedByEmail":null,"deletedById":null,"domain":"","dynamicPageDataSourceId":null,"dynamicPageDataSourceType":null,"dynamicPageHubDbTableId":null,"enableDomainStylesheets":null,"enableGoogleAmpOutputOverride":false,"enableLayoutStylesheets":null,"errors":[],"featuredImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/wrecking%20ecommerce%202.webp","featuredImageAltText":"conversion optimization","featuredImageHeight":425,"featuredImageLength":0,"featuredImageWidth":350,"flexAreas":{},"folderId":null,"footerHtml":null,"freezeDate":1671128216000,"generateJsonLdEnabledOverride":true,"hasContentAccessRules":false,"hasUserChanges":true,"headHtml":null,"header":null,"htmlTitle":"5 Things Wrecking ECommerce Conversion Rates with Holiday Shoppers","id":95497440299,"includeDefaultCustomCss":null,"isCaptchaRequired":true,"isCrawlableByBots":false,"isDraft":false,"isInstanceLayoutPage":false,"isInstantEmailEnabled":false,"isPublished":true,"isSocialPublishingEnabled":false,"keywords":[],"label":"5 Things Wrecking ECommerce Conversion Rates with Holiday Shoppers","language":"en","lastEditSessionId":null,"lastEditUpdateId":null,"layoutSections":{},"legacyBlogTabid":null,"legacyId":null,"legacyPostGuid":null,"linkRelCanonicalUrl":null,"listTemplate":"","liveDomain":"deckerdevs.com","mab":false,"mabExperimentId":null,"mabMaster":false,"mabVariant":false,"meta":{"html_title":"5 Things Wrecking ECommerce Conversion Rates with Holiday Shoppers","public_access_rules":[],"public_access_rules_enabled":false,"enable_google_amp_output_override":false,"generate_json_ld_enabled":true,"composition_id":0,"is_crawlable_by_bots":false,"use_featured_image":true,"post_body":"![\"wrecking](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/wrecking%20ecommerce%202.webp\")
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
You have no personalization campaigns running.
\nHoliday shopping messaging inundates our browsers and social media platforms on every device we use. Sales emails, text messages promising huge savings, and social media ads are constantly finding their way into our everyday activities around the holidays. Like the old days of website pop ups and spam phone calls, it seems more retailers than ever are making their way into every aspect of our lives… and as more and more shoppers opt out of text and email messaging from brands they no longer want to hear from, it’s more important than ever to give people a reason to “opt in”.
Specials are great, but when it comes to sales incentives, small businesses will have a tough time keeping up with retail giants. Instead, try using your text, e-mail and social media platform to create personalized messaging that resounds with your buyers. Most major e-commerce platforms offer personalization recommendations in the form of code that can be pasted into emails to recommend products based on recent purchases, but don’t stop there. Personalized content on your website pages based on viewed products, inside your mega menu navigation and in landing pages based on previous conversions are the perfect way to increase conversion rates.
Don’t believe me? Here are some great statistics on personalization for conversion rates from outgrow.co:
- \n
- Lack of personalized content generates 83% lower response rate in an average marketing campaign \n
- Personalization can reduce acquisition costs by as much as 50% \n
- Personalized content results in repeat purchases in nearly 44% of customers \n
- Personalized CTAs convert over 200% better than non-personalized CTAs \n
Your page speed is horrendous
\nDead horse. Beaten.
Sorry, we have to. We cannot hammer home enough the importance of page speed optimization, particularly for e-commerce websites and absolutely when it comes to the biggest shopping month of the year. If you haven’t given this a read, check out these 5 factors bogging down your website and make sure to do whatever you can to optimize your website for load speeds this holiday season.
Need a little more proof? Here are some e-commerce page load stats you should take a look at:
- \n
- 57% of customers will leave your site if your page load times are longer than 3 seconds (80% of these people will never come back and 44% of the 80% will tell a friend. Ouch.) \n
- A 2 second delay in page load speed reduces session length by 51% \n
- For every additional second it takes your website to load, your conversion rate decreases by 7% \n
Optimize your images. Optimize your videos. Use lazy loading. And USE A DEVELOPER THAT KNOWS WHAT THEY’RE DOING! You should have a best practices process document for uploading new listings to your website and make sure that your employees are trained to avoid large images or videos being loaded to your website without your knowledge. Every second matters.
\nRelated: How’d You Do? Let’s Talk Site Performance for Black Friday Weekend
\n\n
You aren’t prominently featuring your offers
\nThis one seems pretty obvious, but you’d be surprised. While text, e-mail and social media marketing are the go-to for promoting holiday deals and shopping incentives, your website is even better. Many retailers shy away from pop ups and banners, but they’re the best way to promote holiday deals to your audience. A pop up with special codes, text opt in for holiday deal promo codes or a banner placed prominently at the top of your page are all great options for promoting your holiday shopping offers to your website visitors .
GetSiteControl.com has great suggestions for banner placement on your website with live examples for promotions during the holiday season. They make suggestions not only for banner placement locations but also ideas for what to put in those banners like:
- \n
- Limited coupon promotions \n
- A Banner advertising shipping incentives \n
- Product recommendations pop ups \n
- Gift card reminders \n
- Filter options inside website banners \n
- E-mail sign up forms \n
Be sure to make your banner easy to navigate out of for customers that aren’t interested to avoid user frustration.
\nYou’re not creating urgency
\nWhen it comes to conversion, creating urgency is proven to increase the likelihood that a customer buys from you. According to Optimonk, a pop up sale banner with a countdown timer on it conversion 4.5% higher than a pop up sale banner without a timer.
Marcus Taylor or CXL posted an interesting blog on creating urgency in the launch of a limited resource package deal he created for musicians. He offered his bundle package for 100 hours total and did everything he could to optimize his conversion rate. He increased it from 2.5 to 10%, which increased his sales by 332% (woah!). He makes some really good suggestions in his article to decrease buyer anxiety while creating urgency by giving them both rational and emotional reasons to buy and supporting those by offering clarity and relevance to that decision. This article is packed with great advice - like real versus implied urgency and why is important to put deadlines on any deals that you run. But his most important takeaway is his discussion on how to handle urgency and his A/B test:
“Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer’s irrelevant to your audience, or if your audience doesn’t trust you.”![\"wrecking](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/wrecking%20ecommerce.webp\")
He A/B tested a countdown timer on his CTAs - and Variation B (with the countdown) increased conversion from 3.5% to 10%
If that’s not enough fuel to tell you to create urgency with your audience during holiday shopping, I don’t know what is.
You have no abandoned cart plans in place
\nYou need a strategy for abandoned carts and page exits. In 2021 70% of online shoppers on Black Friday abandoned their shopping carts. Rather than losing this revenue, create a strategy and put proactive measures in place to make sure your customers convert.
Offering your customers the ability to create a wish list or save for later option for their items either inside the shopping cart or as a pop up is a great way to keep them interested in the products they’ve added to their cart. Robust e-mail automation will help here as well, as an automatic e-mail for abandoned carts should be sent out immediately following cart abandonment. Sending an immediate e-mail one hour after a cart has been abandoned has the greatest chance for website conversion, according to Rejoiner.com.
But don’t stop there. Rejoiner also mentions that second and third abandoned cart e-mails can be sent to capture additional revenue, which accounted for 50% of the revenue recaptured from their entire abandoned e-mail campaign.
Don’t discount the value of discounts (heh) - in those second and third abandoned cart e-mails, adding a discount incentive. Unexpected shipping costs are a common reason that abandoned shopping carts occur, and they’re responsible for around 25% of abandoned shopping carts. Offering free or discounted shipping could be another good way to convert those people on the line in your campaigns. A robust automation plan will help you personalize the content in your abandoned cart campaigns to get more out of your customer base. You can easily set these up in HubSpot or in your e-commerce platform, depending on which you use.
With your increased supply costs and logistics expenses, you need to make sure that you convert customers at a higher rate on your website. The holiday shopping season is your biggest opportunity and your time is running out. Do what you can to set your retail business up to success now and plan even more proactively next year to help increase those conversion rates and boost your sales in 2023.
If you haven’t created your 2023 e-commerce strategy yet, it’s probably time. Book some time with us and lets go over your optimization plans.
","rss_summary":"
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
You have no personalization campaigns running.
\nHoliday shopping messaging inundates our browsers and social media platforms on every device we use. Sales emails, text messages promising huge savings, and social media ads are constantly finding their way into our everyday activities around the holidays. Like the old days of website pop ups and spam phone calls, it seems more retailers than ever are making their way into every aspect of our lives… and as more and more shoppers opt out of text and email messaging from brands they no longer want to hear from, it’s more important than ever to give people a reason to “opt in”.
Specials are great, but when it comes to sales incentives, small businesses will have a tough time keeping up with retail giants. Instead, try using your text, e-mail and social media platform to create personalized messaging that resounds with your buyers. Most major e-commerce platforms offer personalization recommendations in the form of code that can be pasted into emails to recommend products based on recent purchases, but don’t stop there. Personalized content on your website pages based on viewed products, inside your mega menu navigation and in landing pages based on previous conversions are the perfect way to increase conversion rates.
Don’t believe me? Here are some great statistics on personalization for conversion rates from outgrow.co:
- \n
- Lack of personalized content generates 83% lower response rate in an average marketing campaign \n
- Personalization can reduce acquisition costs by as much as 50% \n
- Personalized content results in repeat purchases in nearly 44% of customers \n
- Personalized CTAs convert over 200% better than non-personalized CTAs \n
Your page speed is horrendous
\nDead horse. Beaten.
Sorry, we have to. We cannot hammer home enough the importance of page speed optimization, particularly for e-commerce websites and absolutely when it comes to the biggest shopping month of the year. If you haven’t given this a read, check out these 5 factors bogging down your website and make sure to do whatever you can to optimize your website for load speeds this holiday season.
Need a little more proof? Here are some e-commerce page load stats you should take a look at:
- \n
- 57% of customers will leave your site if your page load times are longer than 3 seconds (80% of these people will never come back and 44% of the 80% will tell a friend. Ouch.) \n
- A 2 second delay in page load speed reduces session length by 51% \n
- For every additional second it takes your website to load, your conversion rate decreases by 7% \n
Optimize your images. Optimize your videos. Use lazy loading. And USE A DEVELOPER THAT KNOWS WHAT THEY’RE DOING! You should have a best practices process document for uploading new listings to your website and make sure that your employees are trained to avoid large images or videos being loaded to your website without your knowledge. Every second matters.
\nRelated: How’d You Do? Let’s Talk Site Performance for Black Friday Weekend
\n\n
You aren’t prominently featuring your offers
\nThis one seems pretty obvious, but you’d be surprised. While text, e-mail and social media marketing are the go-to for promoting holiday deals and shopping incentives, your website is even better. Many retailers shy away from pop ups and banners, but they’re the best way to promote holiday deals to your audience. A pop up with special codes, text opt in for holiday deal promo codes or a banner placed prominently at the top of your page are all great options for promoting your holiday shopping offers to your website visitors .
GetSiteControl.com has great suggestions for banner placement on your website with live examples for promotions during the holiday season. They make suggestions not only for banner placement locations but also ideas for what to put in those banners like:
- \n
- Limited coupon promotions \n
- A Banner advertising shipping incentives \n
- Product recommendations pop ups \n
- Gift card reminders \n
- Filter options inside website banners \n
- E-mail sign up forms \n
Be sure to make your banner easy to navigate out of for customers that aren’t interested to avoid user frustration.
\nYou’re not creating urgency
\nWhen it comes to conversion, creating urgency is proven to increase the likelihood that a customer buys from you. According to Optimonk, a pop up sale banner with a countdown timer on it conversion 4.5% higher than a pop up sale banner without a timer.
Marcus Taylor or CXL posted an interesting blog on creating urgency in the launch of a limited resource package deal he created for musicians. He offered his bundle package for 100 hours total and did everything he could to optimize his conversion rate. He increased it from 2.5 to 10%, which increased his sales by 332% (woah!). He makes some really good suggestions in his article to decrease buyer anxiety while creating urgency by giving them both rational and emotional reasons to buy and supporting those by offering clarity and relevance to that decision. This article is packed with great advice - like real versus implied urgency and why is important to put deadlines on any deals that you run. But his most important takeaway is his discussion on how to handle urgency and his A/B test:
“Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer’s irrelevant to your audience, or if your audience doesn’t trust you.”
He A/B tested a countdown timer on his CTAs - and Variation B (with the countdown) increased conversion from 3.5% to 10%
If that’s not enough fuel to tell you to create urgency with your audience during holiday shopping, I don’t know what is.
You have no abandoned cart plans in place
\nYou need a strategy for abandoned carts and page exits. In 2021 70% of online shoppers on Black Friday abandoned their shopping carts. Rather than losing this revenue, create a strategy and put proactive measures in place to make sure your customers convert.
Offering your customers the ability to create a wish list or save for later option for their items either inside the shopping cart or as a pop up is a great way to keep them interested in the products they’ve added to their cart. Robust e-mail automation will help here as well, as an automatic e-mail for abandoned carts should be sent out immediately following cart abandonment. Sending an immediate e-mail one hour after a cart has been abandoned has the greatest chance for website conversion, according to Rejoiner.com.
But don’t stop there. Rejoiner also mentions that second and third abandoned cart e-mails can be sent to capture additional revenue, which accounted for 50% of the revenue recaptured from their entire abandoned e-mail campaign.
Don’t discount the value of discounts (heh) - in those second and third abandoned cart e-mails, adding a discount incentive. Unexpected shipping costs are a common reason that abandoned shopping carts occur, and they’re responsible for around 25% of abandoned shopping carts. Offering free or discounted shipping could be another good way to convert those people on the line in your campaigns. A robust automation plan will help you personalize the content in your abandoned cart campaigns to get more out of your customer base. You can easily set these up in HubSpot or in your e-commerce platform, depending on which you use.
With your increased supply costs and logistics expenses, you need to make sure that you convert customers at a higher rate on your website. The holiday shopping season is your biggest opportunity and your time is running out. Do what you can to set your retail business up to success now and plan even more proactively next year to help increase those conversion rates and boost your sales in 2023.
If you haven’t created your 2023 e-commerce strategy yet, it’s probably time. Book some time with us and lets go over your optimization plans.
","tag_ids":[62770428190,82133680259,95497434208],"topic_ids":[62770428190,82133680259,95497434208],"post_summary":"
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
You have no personalization campaigns running.
\nHoliday shopping messaging inundates our browsers and social media platforms on every device we use. Sales emails, text messages promising huge savings, and social media ads are constantly finding their way into our everyday activities around the holidays. Like the old days of website pop ups and spam phone calls, it seems more retailers than ever are making their way into every aspect of our lives… and as more and more shoppers opt out of text and email messaging from brands they no longer want to hear from, it’s more important than ever to give people a reason to “opt in”.
Specials are great, but when it comes to sales incentives, small businesses will have a tough time keeping up with retail giants. Instead, try using your text, e-mail and social media platform to create personalized messaging that resounds with your buyers. Most major e-commerce platforms offer personalization recommendations in the form of code that can be pasted into emails to recommend products based on recent purchases, but don’t stop there. Personalized content on your website pages based on viewed products, inside your mega menu navigation and in landing pages based on previous conversions are the perfect way to increase conversion rates.
Don’t believe me? Here are some great statistics on personalization for conversion rates from outgrow.co:
- \n
- Lack of personalized content generates 83% lower response rate in an average marketing campaign \n
- Personalization can reduce acquisition costs by as much as 50% \n
- Personalized content results in repeat purchases in nearly 44% of customers \n
- Personalized CTAs convert over 200% better than non-personalized CTAs \n
Your page speed is horrendous
\nDead horse. Beaten.
Sorry, we have to. We cannot hammer home enough the importance of page speed optimization, particularly for e-commerce websites and absolutely when it comes to the biggest shopping month of the year. If you haven’t given this a read, check out these 5 factors bogging down your website and make sure to do whatever you can to optimize your website for load speeds this holiday season.
Need a little more proof? Here are some e-commerce page load stats you should take a look at:
- \n
- 57% of customers will leave your site if your page load times are longer than 3 seconds (80% of these people will never come back and 44% of the 80% will tell a friend. Ouch.) \n
- A 2 second delay in page load speed reduces session length by 51% \n
- For every additional second it takes your website to load, your conversion rate decreases by 7% \n
Optimize your images. Optimize your videos. Use lazy loading. And USE A DEVELOPER THAT KNOWS WHAT THEY’RE DOING! You should have a best practices process document for uploading new listings to your website and make sure that your employees are trained to avoid large images or videos being loaded to your website without your knowledge. Every second matters.
\nRelated: How’d You Do? Let’s Talk Site Performance for Black Friday Weekend
\n\n
You aren’t prominently featuring your offers
\nThis one seems pretty obvious, but you’d be surprised. While text, e-mail and social media marketing are the go-to for promoting holiday deals and shopping incentives, your website is even better. Many retailers shy away from pop ups and banners, but they’re the best way to promote holiday deals to your audience. A pop up with special codes, text opt in for holiday deal promo codes or a banner placed prominently at the top of your page are all great options for promoting your holiday shopping offers to your website visitors .
GetSiteControl.com has great suggestions for banner placement on your website with live examples for promotions during the holiday season. They make suggestions not only for banner placement locations but also ideas for what to put in those banners like:
- \n
- Limited coupon promotions \n
- A Banner advertising shipping incentives \n
- Product recommendations pop ups \n
- Gift card reminders \n
- Filter options inside website banners \n
- E-mail sign up forms \n
Be sure to make your banner easy to navigate out of for customers that aren’t interested to avoid user frustration.
\nYou’re not creating urgency
\nWhen it comes to conversion, creating urgency is proven to increase the likelihood that a customer buys from you. According to Optimonk, a pop up sale banner with a countdown timer on it conversion 4.5% higher than a pop up sale banner without a timer.
Marcus Taylor or CXL posted an interesting blog on creating urgency in the launch of a limited resource package deal he created for musicians. He offered his bundle package for 100 hours total and did everything he could to optimize his conversion rate. He increased it from 2.5 to 10%, which increased his sales by 332% (woah!). He makes some really good suggestions in his article to decrease buyer anxiety while creating urgency by giving them both rational and emotional reasons to buy and supporting those by offering clarity and relevance to that decision. This article is packed with great advice - like real versus implied urgency and why is important to put deadlines on any deals that you run. But his most important takeaway is his discussion on how to handle urgency and his A/B test:
“Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer’s irrelevant to your audience, or if your audience doesn’t trust you.”
He A/B tested a countdown timer on his CTAs - and Variation B (with the countdown) increased conversion from 3.5% to 10%
If that’s not enough fuel to tell you to create urgency with your audience during holiday shopping, I don’t know what is.
You have no abandoned cart plans in place
\nYou need a strategy for abandoned carts and page exits. In 2021 70% of online shoppers on Black Friday abandoned their shopping carts. Rather than losing this revenue, create a strategy and put proactive measures in place to make sure your customers convert.
Offering your customers the ability to create a wish list or save for later option for their items either inside the shopping cart or as a pop up is a great way to keep them interested in the products they’ve added to their cart. Robust e-mail automation will help here as well, as an automatic e-mail for abandoned carts should be sent out immediately following cart abandonment. Sending an immediate e-mail one hour after a cart has been abandoned has the greatest chance for website conversion, according to Rejoiner.com.
But don’t stop there. Rejoiner also mentions that second and third abandoned cart e-mails can be sent to capture additional revenue, which accounted for 50% of the revenue recaptured from their entire abandoned e-mail campaign.
Don’t discount the value of discounts (heh) - in those second and third abandoned cart e-mails, adding a discount incentive. Unexpected shipping costs are a common reason that abandoned shopping carts occur, and they’re responsible for around 25% of abandoned shopping carts. Offering free or discounted shipping could be another good way to convert those people on the line in your campaigns. A robust automation plan will help you personalize the content in your abandoned cart campaigns to get more out of your customer base. You can easily set these up in HubSpot or in your e-commerce platform, depending on which you use.
With your increased supply costs and logistics expenses, you need to make sure that you convert customers at a higher rate on your website. The holiday shopping season is your biggest opportunity and your time is running out. Do what you can to set your retail business up to success now and plan even more proactively next year to help increase those conversion rates and boost your sales in 2023.
If you haven’t created your 2023 e-commerce strategy yet, it’s probably time. Book some time with us and lets go over your optimization plans.
","postBodyRss":"
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
You have no personalization campaigns running.
\nHoliday shopping messaging inundates our browsers and social media platforms on every device we use. Sales emails, text messages promising huge savings, and social media ads are constantly finding their way into our everyday activities around the holidays. Like the old days of website pop ups and spam phone calls, it seems more retailers than ever are making their way into every aspect of our lives… and as more and more shoppers opt out of text and email messaging from brands they no longer want to hear from, it’s more important than ever to give people a reason to “opt in”.
Specials are great, but when it comes to sales incentives, small businesses will have a tough time keeping up with retail giants. Instead, try using your text, e-mail and social media platform to create personalized messaging that resounds with your buyers. Most major e-commerce platforms offer personalization recommendations in the form of code that can be pasted into emails to recommend products based on recent purchases, but don’t stop there. Personalized content on your website pages based on viewed products, inside your mega menu navigation and in landing pages based on previous conversions are the perfect way to increase conversion rates.
Don’t believe me? Here are some great statistics on personalization for conversion rates from outgrow.co:
- \n
- Lack of personalized content generates 83% lower response rate in an average marketing campaign \n
- Personalization can reduce acquisition costs by as much as 50% \n
- Personalized content results in repeat purchases in nearly 44% of customers \n
- Personalized CTAs convert over 200% better than non-personalized CTAs \n
Your page speed is horrendous
\nDead horse. Beaten.
Sorry, we have to. We cannot hammer home enough the importance of page speed optimization, particularly for e-commerce websites and absolutely when it comes to the biggest shopping month of the year. If you haven’t given this a read, check out these 5 factors bogging down your website and make sure to do whatever you can to optimize your website for load speeds this holiday season.
Need a little more proof? Here are some e-commerce page load stats you should take a look at:
- \n
- 57% of customers will leave your site if your page load times are longer than 3 seconds (80% of these people will never come back and 44% of the 80% will tell a friend. Ouch.) \n
- A 2 second delay in page load speed reduces session length by 51% \n
- For every additional second it takes your website to load, your conversion rate decreases by 7% \n
Optimize your images. Optimize your videos. Use lazy loading. And USE A DEVELOPER THAT KNOWS WHAT THEY’RE DOING! You should have a best practices process document for uploading new listings to your website and make sure that your employees are trained to avoid large images or videos being loaded to your website without your knowledge. Every second matters.
\nRelated: How’d You Do? Let’s Talk Site Performance for Black Friday Weekend
\n\n
You aren’t prominently featuring your offers
\nThis one seems pretty obvious, but you’d be surprised. While text, e-mail and social media marketing are the go-to for promoting holiday deals and shopping incentives, your website is even better. Many retailers shy away from pop ups and banners, but they’re the best way to promote holiday deals to your audience. A pop up with special codes, text opt in for holiday deal promo codes or a banner placed prominently at the top of your page are all great options for promoting your holiday shopping offers to your website visitors .
GetSiteControl.com has great suggestions for banner placement on your website with live examples for promotions during the holiday season. They make suggestions not only for banner placement locations but also ideas for what to put in those banners like:
- \n
- Limited coupon promotions \n
- A Banner advertising shipping incentives \n
- Product recommendations pop ups \n
- Gift card reminders \n
- Filter options inside website banners \n
- E-mail sign up forms \n
Be sure to make your banner easy to navigate out of for customers that aren’t interested to avoid user frustration.
\nYou’re not creating urgency
\nWhen it comes to conversion, creating urgency is proven to increase the likelihood that a customer buys from you. According to Optimonk, a pop up sale banner with a countdown timer on it conversion 4.5% higher than a pop up sale banner without a timer.
Marcus Taylor or CXL posted an interesting blog on creating urgency in the launch of a limited resource package deal he created for musicians. He offered his bundle package for 100 hours total and did everything he could to optimize his conversion rate. He increased it from 2.5 to 10%, which increased his sales by 332% (woah!). He makes some really good suggestions in his article to decrease buyer anxiety while creating urgency by giving them both rational and emotional reasons to buy and supporting those by offering clarity and relevance to that decision. This article is packed with great advice - like real versus implied urgency and why is important to put deadlines on any deals that you run. But his most important takeaway is his discussion on how to handle urgency and his A/B test:
“Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer’s irrelevant to your audience, or if your audience doesn’t trust you.”
He A/B tested a countdown timer on his CTAs - and Variation B (with the countdown) increased conversion from 3.5% to 10%
If that’s not enough fuel to tell you to create urgency with your audience during holiday shopping, I don’t know what is.
You have no abandoned cart plans in place
\nYou need a strategy for abandoned carts and page exits. In 2021 70% of online shoppers on Black Friday abandoned their shopping carts. Rather than losing this revenue, create a strategy and put proactive measures in place to make sure your customers convert.
Offering your customers the ability to create a wish list or save for later option for their items either inside the shopping cart or as a pop up is a great way to keep them interested in the products they’ve added to their cart. Robust e-mail automation will help here as well, as an automatic e-mail for abandoned carts should be sent out immediately following cart abandonment. Sending an immediate e-mail one hour after a cart has been abandoned has the greatest chance for website conversion, according to Rejoiner.com.
But don’t stop there. Rejoiner also mentions that second and third abandoned cart e-mails can be sent to capture additional revenue, which accounted for 50% of the revenue recaptured from their entire abandoned e-mail campaign.
Don’t discount the value of discounts (heh) - in those second and third abandoned cart e-mails, adding a discount incentive. Unexpected shipping costs are a common reason that abandoned shopping carts occur, and they’re responsible for around 25% of abandoned shopping carts. Offering free or discounted shipping could be another good way to convert those people on the line in your campaigns. A robust automation plan will help you personalize the content in your abandoned cart campaigns to get more out of your customer base. You can easily set these up in HubSpot or in your e-commerce platform, depending on which you use.
With your increased supply costs and logistics expenses, you need to make sure that you convert customers at a higher rate on your website. The holiday shopping season is your biggest opportunity and your time is running out. Do what you can to set your retail business up to success now and plan even more proactively next year to help increase those conversion rates and boost your sales in 2023.
If you haven’t created your 2023 e-commerce strategy yet, it’s probably time. Book some time with us and lets go over your optimization plans.
","postEmailContent":"
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
You have no personalization campaigns running.
\nHoliday shopping messaging inundates our browsers and social media platforms on every device we use. Sales emails, text messages promising huge savings, and social media ads are constantly finding their way into our everyday activities around the holidays. Like the old days of website pop ups and spam phone calls, it seems more retailers than ever are making their way into every aspect of our lives… and as more and more shoppers opt out of text and email messaging from brands they no longer want to hear from, it’s more important than ever to give people a reason to “opt in”.
Specials are great, but when it comes to sales incentives, small businesses will have a tough time keeping up with retail giants. Instead, try using your text, e-mail and social media platform to create personalized messaging that resounds with your buyers. Most major e-commerce platforms offer personalization recommendations in the form of code that can be pasted into emails to recommend products based on recent purchases, but don’t stop there. Personalized content on your website pages based on viewed products, inside your mega menu navigation and in landing pages based on previous conversions are the perfect way to increase conversion rates.
Don’t believe me? Here are some great statistics on personalization for conversion rates from outgrow.co:
- \n
- Lack of personalized content generates 83% lower response rate in an average marketing campaign \n
- Personalization can reduce acquisition costs by as much as 50% \n
- Personalized content results in repeat purchases in nearly 44% of customers \n
- Personalized CTAs convert over 200% better than non-personalized CTAs \n
Your page speed is horrendous
\nDead horse. Beaten.
Sorry, we have to. We cannot hammer home enough the importance of page speed optimization, particularly for e-commerce websites and absolutely when it comes to the biggest shopping month of the year. If you haven’t given this a read, check out these 5 factors bogging down your website and make sure to do whatever you can to optimize your website for load speeds this holiday season.
Need a little more proof? Here are some e-commerce page load stats you should take a look at:
- \n
- 57% of customers will leave your site if your page load times are longer than 3 seconds (80% of these people will never come back and 44% of the 80% will tell a friend. Ouch.) \n
- A 2 second delay in page load speed reduces session length by 51% \n
- For every additional second it takes your website to load, your conversion rate decreases by 7% \n
Optimize your images. Optimize your videos. Use lazy loading. And USE A DEVELOPER THAT KNOWS WHAT THEY’RE DOING! You should have a best practices process document for uploading new listings to your website and make sure that your employees are trained to avoid large images or videos being loaded to your website without your knowledge. Every second matters.
\nRelated: How’d You Do? Let’s Talk Site Performance for Black Friday Weekend
\n\n
You aren’t prominently featuring your offers
\nThis one seems pretty obvious, but you’d be surprised. While text, e-mail and social media marketing are the go-to for promoting holiday deals and shopping incentives, your website is even better. Many retailers shy away from pop ups and banners, but they’re the best way to promote holiday deals to your audience. A pop up with special codes, text opt in for holiday deal promo codes or a banner placed prominently at the top of your page are all great options for promoting your holiday shopping offers to your website visitors .
GetSiteControl.com has great suggestions for banner placement on your website with live examples for promotions during the holiday season. They make suggestions not only for banner placement locations but also ideas for what to put in those banners like:
- \n
- Limited coupon promotions \n
- A Banner advertising shipping incentives \n
- Product recommendations pop ups \n
- Gift card reminders \n
- Filter options inside website banners \n
- E-mail sign up forms \n
Be sure to make your banner easy to navigate out of for customers that aren’t interested to avoid user frustration.
\nYou’re not creating urgency
\nWhen it comes to conversion, creating urgency is proven to increase the likelihood that a customer buys from you. According to Optimonk, a pop up sale banner with a countdown timer on it conversion 4.5% higher than a pop up sale banner without a timer.
Marcus Taylor or CXL posted an interesting blog on creating urgency in the launch of a limited resource package deal he created for musicians. He offered his bundle package for 100 hours total and did everything he could to optimize his conversion rate. He increased it from 2.5 to 10%, which increased his sales by 332% (woah!). He makes some really good suggestions in his article to decrease buyer anxiety while creating urgency by giving them both rational and emotional reasons to buy and supporting those by offering clarity and relevance to that decision. This article is packed with great advice - like real versus implied urgency and why is important to put deadlines on any deals that you run. But his most important takeaway is his discussion on how to handle urgency and his A/B test:
“Adding urgency doesn’t work if your offer is full of distractions, or if your value proposition is crap. It won’t work if your offer’s irrelevant to your audience, or if your audience doesn’t trust you.”
He A/B tested a countdown timer on his CTAs - and Variation B (with the countdown) increased conversion from 3.5% to 10%
If that’s not enough fuel to tell you to create urgency with your audience during holiday shopping, I don’t know what is.
You have no abandoned cart plans in place
\nYou need a strategy for abandoned carts and page exits. In 2021 70% of online shoppers on Black Friday abandoned their shopping carts. Rather than losing this revenue, create a strategy and put proactive measures in place to make sure your customers convert.
Offering your customers the ability to create a wish list or save for later option for their items either inside the shopping cart or as a pop up is a great way to keep them interested in the products they’ve added to their cart. Robust e-mail automation will help here as well, as an automatic e-mail for abandoned carts should be sent out immediately following cart abandonment. Sending an immediate e-mail one hour after a cart has been abandoned has the greatest chance for website conversion, according to Rejoiner.com.
But don’t stop there. Rejoiner also mentions that second and third abandoned cart e-mails can be sent to capture additional revenue, which accounted for 50% of the revenue recaptured from their entire abandoned e-mail campaign.
Don’t discount the value of discounts (heh) - in those second and third abandoned cart e-mails, adding a discount incentive. Unexpected shipping costs are a common reason that abandoned shopping carts occur, and they’re responsible for around 25% of abandoned shopping carts. Offering free or discounted shipping could be another good way to convert those people on the line in your campaigns. A robust automation plan will help you personalize the content in your abandoned cart campaigns to get more out of your customer base. You can easily set these up in HubSpot or in your e-commerce platform, depending on which you use.
With your increased supply costs and logistics expenses, you need to make sure that you convert customers at a higher rate on your website. The holiday shopping season is your biggest opportunity and your time is running out. Do what you can to set your retail business up to success now and plan even more proactively next year to help increase those conversion rates and boost your sales in 2023.
If you haven’t created your 2023 e-commerce strategy yet, it’s probably time. Book some time with us and lets go over your optimization plans.
","rssSummary":"
It’s the most wonderful time of the year…
But it’s also more competitive than it has ever been. 196.7 million shoppers took to online stores on Black Friday Weekend for a total spend of $9.12 billion. Despite the increase in spending, predictions remain uncertain for how the rest of the holiday shopping season will go.
It’s more important than ever to not fuck up your e-commerce conversion rates with your holiday shoppers. Is your current conversion strategy (or lack of one) killing your conversion rates? Let’s dig in and look at some of the big mistakes we’ve seen with e-commerce websites around the holiday season and how you can avoid them:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
Mega Menus require Mega Planning
\n![\"deckerdevs-megamenus\"](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/deckerdevs-megamenus.svg\")
When your users visit your website, they have a limited amount of information that they view “above the fold” (the real estate located on the screen before they even start scrolling), so it’s important to maximize that real estate as much as you possibly can. Unfortunately, the majority of the time when websites are designed, they come with massive hero images whose goal is to appeal emotionally to the buyer in some way.
Getting your customers on your side by using an image to communicate that worthy mission of your brand is honorable, but let’s be real here - it usually comes in the form of some kind of stock image that doesn’t do the job. We’re gonna be honest with you here: your tired stock photos are driving up your bounce rate. The same tired images of people working at desks smiling or even a photoshoot of your own employees smiling and working — no one cares. You are not just not resonating with your audience, you’re actively boring them. The big hero image isn’t doing it for you. So what will?
Mega menus solve the problem of addressing multiple points in the buyer journey by putting varied content in front of them and eliminating the repetition of the same tired homepage concepts that a prospective customer views over and over again. Instead? Architect a functional menu that gives them the information they need.
Architecting a Mega Menu in HubSpot requires you to have the deepest psychological understanding of your buyers. You should engage an agency or gifted marketing strategist in an exercise to determine who your buyer personas are, what their goals are, what their needs and struggles are and align those items with the products or services that you provide. It isn’t enough just to align your messaging or create a buyer persona in your content strategy and leave it there. You need to also take that buyer persona and buyer journey and apply it to the way that you display the information on your website.
Related: Mega Mistakes with Mega Menus
\n\n
Categorize your data and focus
\nIf you have multiple buyer persona roles, multiple service offerings, subcategories for those offerings and multiple categories of content in many different mediums for your audience to consume, your mega menu could become a little complicated to plan. Getting feedback from an experienced developer and using buyer journey mapping will help exponentially, but you can start by organizing your information.
\n- \n
- Buyer Personas & Industries
Establishing a list of industries that you work with on your navigation will help businesses feel comfortable that you have adequate experience in their industry. If you segment your navigation by industry it is also useful to consider a case study CTA feature or link. \n - Content Categories, Symptoms or Benefits
Listing your categories of service offerings by the symptom or benefit can help move top of the funnel prospects quickly into your educational resources by allowing them to identify the pain points they’re experiencing. \n - Services
Listing your services by the names they’re recognized for in their industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one. \n - Icons
Icons are a great way to help a prospect further understand information in the services section if they’re unfamiliar with industry jargon. \n - Tools or Resources
This is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. You might have webinars, videos, downloads, case studies or any other number of resources in your content library. A mega menu can change that. Be sure to prioritize your highest converting content in your mega menu using a featured content area, image, CTA or link. \n - Smart Content
Smart content is being used more and more in emails, on website landing pages and inside services pages, but what about navigation? Your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. Content mapping to the buyer journey is much more powerful when you enable smart content. If you’re a HubSpot user, you can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
\nDelve into these bullets even deeper: How to Organize a Mega Menu for IT Managed Services Companies
\n \n
\n
Lay out the goals
\nIt’s important for you to take time to identify the main goals for your website prospects. Are there some high value items that you might want to put into your mega menu? You can add these with graphics, buttons or CTAs. In using our IT company example, these items might be something like “download our disaster recovery checklist” or “malware security webinar” registration link, or something as simple as “request a free technology audit”.
\n\n
These items presented in a different format in a place as frequently visited as navigation is a huge potential conversion boost and boosted exposure for valuable pieces of content that may not be getting the exposure they deserve.
\nHow will this translate to mobile?
\nMany organizations take the time to build out and plan an amazing mega menu only to present the design to us and realize - they never strategized how their mobile mega menu should be laid out. While a mega menu can translate well to mobile, you still have to give a lot of consideration to mobile design and how the decreased real estate can still present valuable information to your prospect. ![\"deckerdevs-mobile](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/deckerdevs-mobile%20optimization_1.svg\")
With between 50 and 60% of websites being accessed from mobile devices (your B2B business may be a little more or less depending on your industry and target buyers, a mobile mega menu needs to be as much or an even greater priority than your desktop mega menu. How you’ll address CTA buttons, graphics, category breakdowns and more will be important considerations for your mobile menu. We recommend starting with your mobile design first so you can add on as you like to your desktop design. Doing it the other way around may create some frustration when you discover that you are limited in space.
Related: Mobile First Approach to Web Design
\nExperiment with flexible design and new ideas
\nThe best development partners are pushing the envelope with website design and mega menus are no exception to that rule. Allocate as much budget as possible into making your mega menu unique and flexible to the different content types and ideas as they arise. Sky’s the limit! We see the ability to add short videos, engage chat, customize with smart content and multitudes of other actions inside your mega menu.
You’ll want to be sure to discuss back end design with your developer and ensure that your user interface is flexible enough to allow for the addition or removal of graphical elements, categories, links, buttons and other media inside your mega menu design.
According to WebFX, the average SMB spends between $2000 and $12,000 every month on content marketing. Investing a decent amount into a mega menu to ensure your content is seen is important and equally or more important is how well you plan for the organization of that content. With a little strategy planning, attention to mobile first strategy, exploring your goals, allocating appropriate budget and remaining flexible in design, you can have an incredible mega menu that will service both you and your customers well in the long term.
Got some questions about planning out your mega menu design? We should chat.
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
Mega Menus require Mega Planning
\nWhen your users visit your website, they have a limited amount of information that they view “above the fold” (the real estate located on the screen before they even start scrolling), so it’s important to maximize that real estate as much as you possibly can. Unfortunately, the majority of the time when websites are designed, they come with massive hero images whose goal is to appeal emotionally to the buyer in some way.
Getting your customers on your side by using an image to communicate that worthy mission of your brand is honorable, but let’s be real here - it usually comes in the form of some kind of stock image that doesn’t do the job. We’re gonna be honest with you here: your tired stock photos are driving up your bounce rate. The same tired images of people working at desks smiling or even a photoshoot of your own employees smiling and working — no one cares. You are not just not resonating with your audience, you’re actively boring them. The big hero image isn’t doing it for you. So what will?
Mega menus solve the problem of addressing multiple points in the buyer journey by putting varied content in front of them and eliminating the repetition of the same tired homepage concepts that a prospective customer views over and over again. Instead? Architect a functional menu that gives them the information they need.
Architecting a Mega Menu in HubSpot requires you to have the deepest psychological understanding of your buyers. You should engage an agency or gifted marketing strategist in an exercise to determine who your buyer personas are, what their goals are, what their needs and struggles are and align those items with the products or services that you provide. It isn’t enough just to align your messaging or create a buyer persona in your content strategy and leave it there. You need to also take that buyer persona and buyer journey and apply it to the way that you display the information on your website.
Related: Mega Mistakes with Mega Menus
\n\n
Categorize your data and focus
\nIf you have multiple buyer persona roles, multiple service offerings, subcategories for those offerings and multiple categories of content in many different mediums for your audience to consume, your mega menu could become a little complicated to plan. Getting feedback from an experienced developer and using buyer journey mapping will help exponentially, but you can start by organizing your information.
\n- \n
- Buyer Personas & Industries
Establishing a list of industries that you work with on your navigation will help businesses feel comfortable that you have adequate experience in their industry. If you segment your navigation by industry it is also useful to consider a case study CTA feature or link. \n - Content Categories, Symptoms or Benefits
Listing your categories of service offerings by the symptom or benefit can help move top of the funnel prospects quickly into your educational resources by allowing them to identify the pain points they’re experiencing. \n - Services
Listing your services by the names they’re recognized for in their industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one. \n - Icons
Icons are a great way to help a prospect further understand information in the services section if they’re unfamiliar with industry jargon. \n - Tools or Resources
This is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. You might have webinars, videos, downloads, case studies or any other number of resources in your content library. A mega menu can change that. Be sure to prioritize your highest converting content in your mega menu using a featured content area, image, CTA or link. \n - Smart Content
Smart content is being used more and more in emails, on website landing pages and inside services pages, but what about navigation? Your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. Content mapping to the buyer journey is much more powerful when you enable smart content. If you’re a HubSpot user, you can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
\nDelve into these bullets even deeper: How to Organize a Mega Menu for IT Managed Services Companies
\n \n
\n
Lay out the goals
\nIt’s important for you to take time to identify the main goals for your website prospects. Are there some high value items that you might want to put into your mega menu? You can add these with graphics, buttons or CTAs. In using our IT company example, these items might be something like “download our disaster recovery checklist” or “malware security webinar” registration link, or something as simple as “request a free technology audit”.
\n\n
These items presented in a different format in a place as frequently visited as navigation is a huge potential conversion boost and boosted exposure for valuable pieces of content that may not be getting the exposure they deserve.
\nHow will this translate to mobile?
\nMany organizations take the time to build out and plan an amazing mega menu only to present the design to us and realize - they never strategized how their mobile mega menu should be laid out. While a mega menu can translate well to mobile, you still have to give a lot of consideration to mobile design and how the decreased real estate can still present valuable information to your prospect. With between 50 and 60% of websites being accessed from mobile devices (your B2B business may be a little more or less depending on your industry and target buyers, a mobile mega menu needs to be as much or an even greater priority than your desktop mega menu. How you’ll address CTA buttons, graphics, category breakdowns and more will be important considerations for your mobile menu. We recommend starting with your mobile design first so you can add on as you like to your desktop design. Doing it the other way around may create some frustration when you discover that you are limited in space.
Related: Mobile First Approach to Web Design
\nExperiment with flexible design and new ideas
\nThe best development partners are pushing the envelope with website design and mega menus are no exception to that rule. Allocate as much budget as possible into making your mega menu unique and flexible to the different content types and ideas as they arise. Sky’s the limit! We see the ability to add short videos, engage chat, customize with smart content and multitudes of other actions inside your mega menu.
You’ll want to be sure to discuss back end design with your developer and ensure that your user interface is flexible enough to allow for the addition or removal of graphical elements, categories, links, buttons and other media inside your mega menu design.
According to WebFX, the average SMB spends between $2000 and $12,000 every month on content marketing. Investing a decent amount into a mega menu to ensure your content is seen is important and equally or more important is how well you plan for the organization of that content. With a little strategy planning, attention to mobile first strategy, exploring your goals, allocating appropriate budget and remaining flexible in design, you can have an incredible mega menu that will service both you and your customers well in the long term.
Got some questions about planning out your mega menu design? We should chat.
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
Mega Menus require Mega Planning
\nWhen your users visit your website, they have a limited amount of information that they view “above the fold” (the real estate located on the screen before they even start scrolling), so it’s important to maximize that real estate as much as you possibly can. Unfortunately, the majority of the time when websites are designed, they come with massive hero images whose goal is to appeal emotionally to the buyer in some way.
Getting your customers on your side by using an image to communicate that worthy mission of your brand is honorable, but let’s be real here - it usually comes in the form of some kind of stock image that doesn’t do the job. We’re gonna be honest with you here: your tired stock photos are driving up your bounce rate. The same tired images of people working at desks smiling or even a photoshoot of your own employees smiling and working — no one cares. You are not just not resonating with your audience, you’re actively boring them. The big hero image isn’t doing it for you. So what will?
Mega menus solve the problem of addressing multiple points in the buyer journey by putting varied content in front of them and eliminating the repetition of the same tired homepage concepts that a prospective customer views over and over again. Instead? Architect a functional menu that gives them the information they need.
Architecting a Mega Menu in HubSpot requires you to have the deepest psychological understanding of your buyers. You should engage an agency or gifted marketing strategist in an exercise to determine who your buyer personas are, what their goals are, what their needs and struggles are and align those items with the products or services that you provide. It isn’t enough just to align your messaging or create a buyer persona in your content strategy and leave it there. You need to also take that buyer persona and buyer journey and apply it to the way that you display the information on your website.
Related: Mega Mistakes with Mega Menus
\n\n
Categorize your data and focus
\nIf you have multiple buyer persona roles, multiple service offerings, subcategories for those offerings and multiple categories of content in many different mediums for your audience to consume, your mega menu could become a little complicated to plan. Getting feedback from an experienced developer and using buyer journey mapping will help exponentially, but you can start by organizing your information.
\n- \n
- Buyer Personas & Industries
Establishing a list of industries that you work with on your navigation will help businesses feel comfortable that you have adequate experience in their industry. If you segment your navigation by industry it is also useful to consider a case study CTA feature or link. \n - Content Categories, Symptoms or Benefits
Listing your categories of service offerings by the symptom or benefit can help move top of the funnel prospects quickly into your educational resources by allowing them to identify the pain points they’re experiencing. \n - Services
Listing your services by the names they’re recognized for in their industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one. \n - Icons
Icons are a great way to help a prospect further understand information in the services section if they’re unfamiliar with industry jargon. \n - Tools or Resources
This is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. You might have webinars, videos, downloads, case studies or any other number of resources in your content library. A mega menu can change that. Be sure to prioritize your highest converting content in your mega menu using a featured content area, image, CTA or link. \n - Smart Content
Smart content is being used more and more in emails, on website landing pages and inside services pages, but what about navigation? Your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. Content mapping to the buyer journey is much more powerful when you enable smart content. If you’re a HubSpot user, you can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
\nDelve into these bullets even deeper: How to Organize a Mega Menu for IT Managed Services Companies
\n \n
\n
Lay out the goals
\nIt’s important for you to take time to identify the main goals for your website prospects. Are there some high value items that you might want to put into your mega menu? You can add these with graphics, buttons or CTAs. In using our IT company example, these items might be something like “download our disaster recovery checklist” or “malware security webinar” registration link, or something as simple as “request a free technology audit”.
\n\n
These items presented in a different format in a place as frequently visited as navigation is a huge potential conversion boost and boosted exposure for valuable pieces of content that may not be getting the exposure they deserve.
\nHow will this translate to mobile?
\nMany organizations take the time to build out and plan an amazing mega menu only to present the design to us and realize - they never strategized how their mobile mega menu should be laid out. While a mega menu can translate well to mobile, you still have to give a lot of consideration to mobile design and how the decreased real estate can still present valuable information to your prospect. With between 50 and 60% of websites being accessed from mobile devices (your B2B business may be a little more or less depending on your industry and target buyers, a mobile mega menu needs to be as much or an even greater priority than your desktop mega menu. How you’ll address CTA buttons, graphics, category breakdowns and more will be important considerations for your mobile menu. We recommend starting with your mobile design first so you can add on as you like to your desktop design. Doing it the other way around may create some frustration when you discover that you are limited in space.
Related: Mobile First Approach to Web Design
\nExperiment with flexible design and new ideas
\nThe best development partners are pushing the envelope with website design and mega menus are no exception to that rule. Allocate as much budget as possible into making your mega menu unique and flexible to the different content types and ideas as they arise. Sky’s the limit! We see the ability to add short videos, engage chat, customize with smart content and multitudes of other actions inside your mega menu.
You’ll want to be sure to discuss back end design with your developer and ensure that your user interface is flexible enough to allow for the addition or removal of graphical elements, categories, links, buttons and other media inside your mega menu design.
According to WebFX, the average SMB spends between $2000 and $12,000 every month on content marketing. Investing a decent amount into a mega menu to ensure your content is seen is important and equally or more important is how well you plan for the organization of that content. With a little strategy planning, attention to mobile first strategy, exploring your goals, allocating appropriate budget and remaining flexible in design, you can have an incredible mega menu that will service both you and your customers well in the long term.
Got some questions about planning out your mega menu design? We should chat.
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
Mega Menus require Mega Planning
\nWhen your users visit your website, they have a limited amount of information that they view “above the fold” (the real estate located on the screen before they even start scrolling), so it’s important to maximize that real estate as much as you possibly can. Unfortunately, the majority of the time when websites are designed, they come with massive hero images whose goal is to appeal emotionally to the buyer in some way.
Getting your customers on your side by using an image to communicate that worthy mission of your brand is honorable, but let’s be real here - it usually comes in the form of some kind of stock image that doesn’t do the job. We’re gonna be honest with you here: your tired stock photos are driving up your bounce rate. The same tired images of people working at desks smiling or even a photoshoot of your own employees smiling and working — no one cares. You are not just not resonating with your audience, you’re actively boring them. The big hero image isn’t doing it for you. So what will?
Mega menus solve the problem of addressing multiple points in the buyer journey by putting varied content in front of them and eliminating the repetition of the same tired homepage concepts that a prospective customer views over and over again. Instead? Architect a functional menu that gives them the information they need.
Architecting a Mega Menu in HubSpot requires you to have the deepest psychological understanding of your buyers. You should engage an agency or gifted marketing strategist in an exercise to determine who your buyer personas are, what their goals are, what their needs and struggles are and align those items with the products or services that you provide. It isn’t enough just to align your messaging or create a buyer persona in your content strategy and leave it there. You need to also take that buyer persona and buyer journey and apply it to the way that you display the information on your website.
Related: Mega Mistakes with Mega Menus
\n\n
Categorize your data and focus
\nIf you have multiple buyer persona roles, multiple service offerings, subcategories for those offerings and multiple categories of content in many different mediums for your audience to consume, your mega menu could become a little complicated to plan. Getting feedback from an experienced developer and using buyer journey mapping will help exponentially, but you can start by organizing your information.
\n- \n
- Buyer Personas & Industries
Establishing a list of industries that you work with on your navigation will help businesses feel comfortable that you have adequate experience in their industry. If you segment your navigation by industry it is also useful to consider a case study CTA feature or link. \n - Content Categories, Symptoms or Benefits
Listing your categories of service offerings by the symptom or benefit can help move top of the funnel prospects quickly into your educational resources by allowing them to identify the pain points they’re experiencing. \n - Services
Listing your services by the names they’re recognized for in their industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one. \n - Icons
Icons are a great way to help a prospect further understand information in the services section if they’re unfamiliar with industry jargon. \n - Tools or Resources
This is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. You might have webinars, videos, downloads, case studies or any other number of resources in your content library. A mega menu can change that. Be sure to prioritize your highest converting content in your mega menu using a featured content area, image, CTA or link. \n - Smart Content
Smart content is being used more and more in emails, on website landing pages and inside services pages, but what about navigation? Your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. Content mapping to the buyer journey is much more powerful when you enable smart content. If you’re a HubSpot user, you can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
\nDelve into these bullets even deeper: How to Organize a Mega Menu for IT Managed Services Companies
\n \n
\n
Lay out the goals
\nIt’s important for you to take time to identify the main goals for your website prospects. Are there some high value items that you might want to put into your mega menu? You can add these with graphics, buttons or CTAs. In using our IT company example, these items might be something like “download our disaster recovery checklist” or “malware security webinar” registration link, or something as simple as “request a free technology audit”.
\n\n
These items presented in a different format in a place as frequently visited as navigation is a huge potential conversion boost and boosted exposure for valuable pieces of content that may not be getting the exposure they deserve.
\nHow will this translate to mobile?
\nMany organizations take the time to build out and plan an amazing mega menu only to present the design to us and realize - they never strategized how their mobile mega menu should be laid out. While a mega menu can translate well to mobile, you still have to give a lot of consideration to mobile design and how the decreased real estate can still present valuable information to your prospect. With between 50 and 60% of websites being accessed from mobile devices (your B2B business may be a little more or less depending on your industry and target buyers, a mobile mega menu needs to be as much or an even greater priority than your desktop mega menu. How you’ll address CTA buttons, graphics, category breakdowns and more will be important considerations for your mobile menu. We recommend starting with your mobile design first so you can add on as you like to your desktop design. Doing it the other way around may create some frustration when you discover that you are limited in space.
Related: Mobile First Approach to Web Design
\nExperiment with flexible design and new ideas
\nThe best development partners are pushing the envelope with website design and mega menus are no exception to that rule. Allocate as much budget as possible into making your mega menu unique and flexible to the different content types and ideas as they arise. Sky’s the limit! We see the ability to add short videos, engage chat, customize with smart content and multitudes of other actions inside your mega menu.
You’ll want to be sure to discuss back end design with your developer and ensure that your user interface is flexible enough to allow for the addition or removal of graphical elements, categories, links, buttons and other media inside your mega menu design.
According to WebFX, the average SMB spends between $2000 and $12,000 every month on content marketing. Investing a decent amount into a mega menu to ensure your content is seen is important and equally or more important is how well you plan for the organization of that content. With a little strategy planning, attention to mobile first strategy, exploring your goals, allocating appropriate budget and remaining flexible in design, you can have an incredible mega menu that will service both you and your customers well in the long term.
Got some questions about planning out your mega menu design? We should chat.
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
Mega Menus require Mega Planning
\nWhen your users visit your website, they have a limited amount of information that they view “above the fold” (the real estate located on the screen before they even start scrolling), so it’s important to maximize that real estate as much as you possibly can. Unfortunately, the majority of the time when websites are designed, they come with massive hero images whose goal is to appeal emotionally to the buyer in some way.
Getting your customers on your side by using an image to communicate that worthy mission of your brand is honorable, but let’s be real here - it usually comes in the form of some kind of stock image that doesn’t do the job. We’re gonna be honest with you here: your tired stock photos are driving up your bounce rate. The same tired images of people working at desks smiling or even a photoshoot of your own employees smiling and working — no one cares. You are not just not resonating with your audience, you’re actively boring them. The big hero image isn’t doing it for you. So what will?
Mega menus solve the problem of addressing multiple points in the buyer journey by putting varied content in front of them and eliminating the repetition of the same tired homepage concepts that a prospective customer views over and over again. Instead? Architect a functional menu that gives them the information they need.
Architecting a Mega Menu in HubSpot requires you to have the deepest psychological understanding of your buyers. You should engage an agency or gifted marketing strategist in an exercise to determine who your buyer personas are, what their goals are, what their needs and struggles are and align those items with the products or services that you provide. It isn’t enough just to align your messaging or create a buyer persona in your content strategy and leave it there. You need to also take that buyer persona and buyer journey and apply it to the way that you display the information on your website.
Related: Mega Mistakes with Mega Menus
\n\n
Categorize your data and focus
\nIf you have multiple buyer persona roles, multiple service offerings, subcategories for those offerings and multiple categories of content in many different mediums for your audience to consume, your mega menu could become a little complicated to plan. Getting feedback from an experienced developer and using buyer journey mapping will help exponentially, but you can start by organizing your information.
\n- \n
- Buyer Personas & Industries
Establishing a list of industries that you work with on your navigation will help businesses feel comfortable that you have adequate experience in their industry. If you segment your navigation by industry it is also useful to consider a case study CTA feature or link. \n - Content Categories, Symptoms or Benefits
Listing your categories of service offerings by the symptom or benefit can help move top of the funnel prospects quickly into your educational resources by allowing them to identify the pain points they’re experiencing. \n - Services
Listing your services by the names they’re recognized for in their industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one. \n - Icons
Icons are a great way to help a prospect further understand information in the services section if they’re unfamiliar with industry jargon. \n - Tools or Resources
This is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. You might have webinars, videos, downloads, case studies or any other number of resources in your content library. A mega menu can change that. Be sure to prioritize your highest converting content in your mega menu using a featured content area, image, CTA or link. \n - Smart Content
Smart content is being used more and more in emails, on website landing pages and inside services pages, but what about navigation? Your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. Content mapping to the buyer journey is much more powerful when you enable smart content. If you’re a HubSpot user, you can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
\nDelve into these bullets even deeper: How to Organize a Mega Menu for IT Managed Services Companies
\n \n
\n
Lay out the goals
\nIt’s important for you to take time to identify the main goals for your website prospects. Are there some high value items that you might want to put into your mega menu? You can add these with graphics, buttons or CTAs. In using our IT company example, these items might be something like “download our disaster recovery checklist” or “malware security webinar” registration link, or something as simple as “request a free technology audit”.
\n\n
These items presented in a different format in a place as frequently visited as navigation is a huge potential conversion boost and boosted exposure for valuable pieces of content that may not be getting the exposure they deserve.
\nHow will this translate to mobile?
\nMany organizations take the time to build out and plan an amazing mega menu only to present the design to us and realize - they never strategized how their mobile mega menu should be laid out. While a mega menu can translate well to mobile, you still have to give a lot of consideration to mobile design and how the decreased real estate can still present valuable information to your prospect. With between 50 and 60% of websites being accessed from mobile devices (your B2B business may be a little more or less depending on your industry and target buyers, a mobile mega menu needs to be as much or an even greater priority than your desktop mega menu. How you’ll address CTA buttons, graphics, category breakdowns and more will be important considerations for your mobile menu. We recommend starting with your mobile design first so you can add on as you like to your desktop design. Doing it the other way around may create some frustration when you discover that you are limited in space.
Related: Mobile First Approach to Web Design
\nExperiment with flexible design and new ideas
\nThe best development partners are pushing the envelope with website design and mega menus are no exception to that rule. Allocate as much budget as possible into making your mega menu unique and flexible to the different content types and ideas as they arise. Sky’s the limit! We see the ability to add short videos, engage chat, customize with smart content and multitudes of other actions inside your mega menu.
You’ll want to be sure to discuss back end design with your developer and ensure that your user interface is flexible enough to allow for the addition or removal of graphical elements, categories, links, buttons and other media inside your mega menu design.
According to WebFX, the average SMB spends between $2000 and $12,000 every month on content marketing. Investing a decent amount into a mega menu to ensure your content is seen is important and equally or more important is how well you plan for the organization of that content. With a little strategy planning, attention to mobile first strategy, exploring your goals, allocating appropriate budget and remaining flexible in design, you can have an incredible mega menu that will service both you and your customers well in the long term.
Got some questions about planning out your mega menu design? We should chat.
There’s an important question that we’re asking when it comes to the content that you’re creating for your website:
Can HubSpot Mega Menus solve your content engagement woes?
According to SeedScientific.com, in 2018 as much as 2.5 quintillion bytes of data were created every day. Content is being created at an alarming rate in multiple mediums and it’s impossible for users to keep up. YouTube, for example, the second most visited website after Google, has 3.7 million new videos uploaded every single day.
Businesses continue to invest in content marketing and are creating content in the form of videos, podcasts, blogs, reels, social media posts and downloads at an alarming rate. According to Gartner, marketing budgets account for more than 6% of a company’s total revenue (down significantly from 11% in 2020) and 25% of that budget is used for content creation. But are users actually seeing that content?
Odds are good that the content you’re working SO hard to cultivate may not be getting the attention it deserves hiding deep within the pages of your website. For this reason, we believe that the UX/UI of your website has a direct effect on the impact of your content.
Mega Menus *can* resolve some of your content engagement woes by helping present your content in a more logical, accessible way that complements the buyer journey - it’s just a matter of architecting them properly. You could say that mega planning is necessary to architect mega menus.
Here are a few things you should know before you start the process of developing a mega menu design for your website:
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n\n![\"Charlie](\"https://i.imgflip.com/1itoun.jpg?a463920\")
Planning and organization are everything here.
Here are a few things you need to know when it comes to learning how to organize a mega menu in the IT Managed Services industry:
\nBuyer Personas & Industries
\nIT Managed Services Companies usually have a few different buyer personas, depending on the types of businesses they serve. They might be talking to an IT Director or CTO, an Operations Manager or a business owner. The daily focuses and concerns for each of these roles are all totally different.
While a high level Chief Technology Officer or Chief Information Office may be focused on evolving technology or business continuity, an Operations Manager or COO might be focused on employee efficiency or customer service. All of these personas will be a bit bottom-line driven, but none more than the CEO or CFO inside an organization. The executive and management levels at these companies may work in any different industry and have varied responsibilities based on their unique role in the organizations. These are important CTAs to consider, in addition to any industry verticals that you may want to address whose focuses might be even more specific.
If you have specific industries you specialize in like Construction, Nonprofit or Real Estate, you’ll want to break these down in your mega menu. While most IT professionals and Managed Services companies understand that a blanket proactive approach to IT can be applied across industries, it does make professionals feel good when they know that a vendor has experience in their particular industry.
Content Categories, Symptoms or Benefits
\nYou’ll want to make sure that you categorize your content with symptoms and benefits, for your top-funnel prospects that are not as well versed in your service offerings. Ask yourself: What are the categories of content that you’re writing about for your audience? These might correlate with your services, which you’ll list separately, but might more directly speak to the issues or symptoms that your prospects or buyer personas are suffering from. Categorizing your content by the types of problems that your prospects are trying to solve is a great way to guide them down further into their buyer journey by speaking to their problems directly.
For a Managed Services Company mega menu, you might want to include items like, “Employee Efficiency, Disaster Recovery Planning and Malware & Virus Protection,” rather than industry specific services like, “Business Continuity” or “Technology Planning” or “Security Services” - speaking to symptoms or benefits helps avoid jargon and keeps the benefit or chief concern front and center - which is usually the best option for prospects that still find themselves early in the decision making process.
Services
\nListing your services by the names they’re recognized for in your industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, symptoms and services you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one.
For the IT industry specifically, services terms like Business Continuity and Cloud Services may resonate with well-qualified prospects like an IT Director, CTO or CIO while the more general symptom-specific categories listed above might appeal more to an Operations Executive, CEO or Management Level prospect or buyer that is less familiar with the offerings associated with the Managed Services industry. Your mega menu has the ability to address both with either separate categories or additional areas for descriptions.
Icons
If you don’t have much real estate to offer descriptions or just want to add a little extra flair to your mega menu, Icons are a great way to help a prospect further understand information in the services section. It can also help provide a graphical representation for top-funnel prospects if they’re unfamiliar with industry jargon.
For Managed Services companies, a shield to indicate security protection, a cloud for cloud hosting, a phone icon for VOIP services — there are a number of icons to help further explain your services without using too much additional real estate on lengthy descriptions. Icons can say a lot, keep things clear and concise and direct your buyers easily.
Tools or Resources
\nThis is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. An IT company might have a disaster recovery checklist, an IT security eBook, a guide for choosing the best VOIP system, a webinar breaking down the latest security threat or phishing attempt, or pillar pages that really help a prospect dig into to the different aspects of business continuity, employee efficiency and how it all impacts the bottom line, bringing those resources all together.
Multiple content types, topics and mediums of delivery make that pretty complicated to break down on a mega menu alone. We highly recommend resource center filters and in some cases multiple filters to help your website prospects better sift through that content. You can break your mega menu categories down by content type, add that content by industry or as it relates to the symptoms your fix and and services you provide.
If you have pillar pages to organize your content, they might have previously been hidden deep within a resource center or only found through a CTA or organic search. A mega menu can change that, placing your highest converting content at the top of the page in your mega menu using a featured content area, image, CTA or link.
Get creative with how you layout your resources and tools within the different categories provided and feel free to experiment with different formats over a certain time period to test what seems to work the best.
Smart Content
\nSmart content is being used more and more in e-mails, on website landing pages and inside services pages, but what about navigation? If you’re a HubSpot customer, HubSpot doesn’t include smart content in navigation out of the box, but we are huge supporters of taking technology to the next level and we’ve been experimenting with smart content in mega menu formats.
If a user has filled out a form, your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. If your prospect has downloaded and consumed multiple resources regarding Business Continuity services, for example, your mega menu can be configured to display content that aids them in their buyer journey by placing business continuity, disaster planning, cloud hosting and backup solutions front and center in their mega menu display.
Content mapping to the buyer journey is much more powerful when you enable smart content. HubSpot users can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
Mega menus are seriously unutilized and as a technology company, IT Managed Services providers really need to explore how a robust mega menu can really help their users access all the valuable content they publish. Organize that content by industry, service, symptom and benefit and place the most important CTAs inside your mega menu using icons, links, graphics and buttons to take your mega menu to the next level.
Ready to implement a mega menu for your IT Managed Services company website, but not sure where to start? Schedule a meeting and let’s break it down together.
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n","rss_body":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n\n
Planning and organization are everything here.
Here are a few things you need to know when it comes to learning how to organize a mega menu in the IT Managed Services industry:
\nBuyer Personas & Industries
\nIT Managed Services Companies usually have a few different buyer personas, depending on the types of businesses they serve. They might be talking to an IT Director or CTO, an Operations Manager or a business owner. The daily focuses and concerns for each of these roles are all totally different.
While a high level Chief Technology Officer or Chief Information Office may be focused on evolving technology or business continuity, an Operations Manager or COO might be focused on employee efficiency or customer service. All of these personas will be a bit bottom-line driven, but none more than the CEO or CFO inside an organization. The executive and management levels at these companies may work in any different industry and have varied responsibilities based on their unique role in the organizations. These are important CTAs to consider, in addition to any industry verticals that you may want to address whose focuses might be even more specific.
If you have specific industries you specialize in like Construction, Nonprofit or Real Estate, you’ll want to break these down in your mega menu. While most IT professionals and Managed Services companies understand that a blanket proactive approach to IT can be applied across industries, it does make professionals feel good when they know that a vendor has experience in their particular industry.
Content Categories, Symptoms or Benefits
\nYou’ll want to make sure that you categorize your content with symptoms and benefits, for your top-funnel prospects that are not as well versed in your service offerings. Ask yourself: What are the categories of content that you’re writing about for your audience? These might correlate with your services, which you’ll list separately, but might more directly speak to the issues or symptoms that your prospects or buyer personas are suffering from. Categorizing your content by the types of problems that your prospects are trying to solve is a great way to guide them down further into their buyer journey by speaking to their problems directly.
For a Managed Services Company mega menu, you might want to include items like, “Employee Efficiency, Disaster Recovery Planning and Malware & Virus Protection,” rather than industry specific services like, “Business Continuity” or “Technology Planning” or “Security Services” - speaking to symptoms or benefits helps avoid jargon and keeps the benefit or chief concern front and center - which is usually the best option for prospects that still find themselves early in the decision making process.
Services
\nListing your services by the names they’re recognized for in your industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, symptoms and services you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one.
For the IT industry specifically, services terms like Business Continuity and Cloud Services may resonate with well-qualified prospects like an IT Director, CTO or CIO while the more general symptom-specific categories listed above might appeal more to an Operations Executive, CEO or Management Level prospect or buyer that is less familiar with the offerings associated with the Managed Services industry. Your mega menu has the ability to address both with either separate categories or additional areas for descriptions.
Icons
If you don’t have much real estate to offer descriptions or just want to add a little extra flair to your mega menu, Icons are a great way to help a prospect further understand information in the services section. It can also help provide a graphical representation for top-funnel prospects if they’re unfamiliar with industry jargon.
For Managed Services companies, a shield to indicate security protection, a cloud for cloud hosting, a phone icon for VOIP services — there are a number of icons to help further explain your services without using too much additional real estate on lengthy descriptions. Icons can say a lot, keep things clear and concise and direct your buyers easily.
Tools or Resources
\nThis is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. An IT company might have a disaster recovery checklist, an IT security eBook, a guide for choosing the best VOIP system, a webinar breaking down the latest security threat or phishing attempt, or pillar pages that really help a prospect dig into to the different aspects of business continuity, employee efficiency and how it all impacts the bottom line, bringing those resources all together.
Multiple content types, topics and mediums of delivery make that pretty complicated to break down on a mega menu alone. We highly recommend resource center filters and in some cases multiple filters to help your website prospects better sift through that content. You can break your mega menu categories down by content type, add that content by industry or as it relates to the symptoms your fix and and services you provide.
If you have pillar pages to organize your content, they might have previously been hidden deep within a resource center or only found through a CTA or organic search. A mega menu can change that, placing your highest converting content at the top of the page in your mega menu using a featured content area, image, CTA or link.
Get creative with how you layout your resources and tools within the different categories provided and feel free to experiment with different formats over a certain time period to test what seems to work the best.
Smart Content
\nSmart content is being used more and more in e-mails, on website landing pages and inside services pages, but what about navigation? If you’re a HubSpot customer, HubSpot doesn’t include smart content in navigation out of the box, but we are huge supporters of taking technology to the next level and we’ve been experimenting with smart content in mega menu formats.
If a user has filled out a form, your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. If your prospect has downloaded and consumed multiple resources regarding Business Continuity services, for example, your mega menu can be configured to display content that aids them in their buyer journey by placing business continuity, disaster planning, cloud hosting and backup solutions front and center in their mega menu display.
Content mapping to the buyer journey is much more powerful when you enable smart content. HubSpot users can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
Mega menus are seriously unutilized and as a technology company, IT Managed Services providers really need to explore how a robust mega menu can really help their users access all the valuable content they publish. Organize that content by industry, service, symptom and benefit and place the most important CTAs inside your mega menu using icons, links, graphics and buttons to take your mega menu to the next level.
Ready to implement a mega menu for your IT Managed Services company website, but not sure where to start? Schedule a meeting and let’s break it down together.
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n","blog_post_schedule_task_uid":null,"blog_publish_to_social_media_task":"DONE_NOT_SENT","blog_publish_instant_email_task_uid":null,"blog_publish_instant_email_campaign_id":null,"blog_publish_instant_email_retry_count":null,"keywords":[],"head_html":null,"footer_html":null,"attached_stylesheets":[],"enable_domain_stylesheets":null,"include_default_custom_css":null,"meta_description":"Here's how to organize your mega menu for IT managed services companies. ","meta_keywords":null,"layout_sections":{},"past_mab_experiment_ids":[],"deleted_by":null,"featured_image_alt_text":"","enable_layout_stylesheets":null,"tweet":null,"tweet_at":null,"campaign_name":null,"campaign_utm":null,"tweet_immediately":false,"publish_immediately":true,"security_state":"NONE","scheduled_update_date":0,"placement_guids":[],"property_for_dynamic_page_title":null,"property_for_dynamic_page_slug":null,"property_for_dynamic_page_meta_description":null,"property_for_dynamic_page_featured_image":null,"property_for_dynamic_page_canonical_url":null,"preview_image_src":null,"legacy_blog_tabid":null,"legacy_post_guid":null,"performable_variation_letter":null,"style_override_id":null,"has_user_changes":true,"css":{},"css_text":"","unpublished_at":0,"published_by_id":52616225,"allowed_slug_conflict":false,"ai_features":null,"link_rel_canonical_url":"","page_redirected":false,"page_expiry_enabled":null,"page_expiry_date":null,"page_expiry_redirect_id":null,"page_expiry_redirect_url":null,"deleted_by_id":null,"state_when_deleted":null,"cloned_from":null,"staged_from":null,"personas":[],"compose_body":null,"featured_image":"https://i.imgflip.com/1itoun.jpg?a463920","featured_image_width":1024,"featured_image_height":768,"publish_timezone_offset":null,"theme_settings_values":null,"password":null,"header":null,"published_at":1718903384763,"last_edit_session_id":null,"last_edit_update_id":null,"created_by_agent":null},"metaDescription":"Here's how to organize your mega menu for IT managed services companies. ","metaKeywords":null,"name":"How to Organize a Mega Menu for IT Managed Services Company","nextPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/I%20LOOKED%20AT%20YOUR%20WEBSITE-jpg.jpeg","nextPostFeaturedImageAltText":"","nextPostName":"How’d you do? Let’s Talk Site Performance for Black Friday Weekend","nextPostSlug":"blogs/howd-you-do-lets-talk-site-performance-for-black-friday-weekend","pageExpiryDate":null,"pageExpiryEnabled":null,"pageExpiryRedirectId":null,"pageExpiryRedirectUrl":null,"pageRedirected":false,"pageTitle":"How to Organize a Mega Menu for IT Managed Services Company","parentBlog":{"absoluteUrl":"https://deckerdevs.com/blogs","allowComments":true,"ampBodyColor":"#404040","ampBodyFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampBodyFontSize":"18","ampCustomCss":"","ampHeaderBackgroundColor":"#ffffff","ampHeaderColor":"#1e1e1e","ampHeaderFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampHeaderFontSize":"36","ampLinkColor":"#416bb3","ampLogoAlt":"","ampLogoHeight":0,"ampLogoSrc":"","ampLogoWidth":0,"analyticsPageId":62179259185,"attachedStylesheets":[],"audienceAccess":"PUBLIC","businessUnitId":null,"captchaAfterDays":7,"captchaAlways":false,"categoryId":3,"cdnPurgeEmbargoTime":null,"closeCommentsOlder":0,"commentDateFormat":"medium","commentFormGuid":"cb653aa1-3db4-4167-9b59-744c46d49682","commentMaxThreadDepth":3,"commentModeration":false,"commentNotificationEmails":["nicholas@deckerdevs.com","jessica@deckerdevs.com"],"commentShouldCreateContact":true,"commentVerificationText":"Thanks for participating in this conversation! We look forward to responding and to assisting where we can","cosObjectType":"BLOG","created":1639786189589,"createdDateTime":1639786189589,"dailyNotificationEmailId":null,"dateFormattingLanguage":null,"defaultGroupStyleId":"","defaultNotificationFromName":"","defaultNotificationReplyTo":"","deletedAt":0,"description":"rev up your hubspot system to the max! deckerdevs' turbo-charged blog is your ultimate guide to harnessing the full potential of hubspot development. unleash the marketing magic with ingenious tips, tricks, and hacks. get ready to level up your hubspot game!","domain":"","domainWhenPublished":"deckerdevs.com","emailApiSubscriptionId":null,"enableGoogleAmpOutput":false,"enableSocialAutoPublishing":false,"generateJsonLdEnabled":true,"header":null,"htmlFooter":"","htmlFooterIsShared":true,"htmlHead":"","htmlHeadIsShared":true,"htmlKeywords":[],"htmlTitle":"deckerdevs thought nuggets","id":62179259185,"ilsSubscriptionListsByType":{},"instantNotificationEmailId":null,"itemLayoutId":null,"itemTemplateIsShared":false,"itemTemplatePath":"deckerdevs-theme/templates/blog-content.html","label":"deckerdevs live blog","language":"en","legacyGuid":null,"legacyModuleId":null,"legacyTabId":null,"listingLayoutId":null,"listingPageId":62179259186,"listingTemplatePath":"","liveDomain":"deckerdevs.com","monthFilterFormat":"MMMM yyyy","monthlyNotificationEmailId":null,"name":"deckerdevs live blog","parentBlogUpdateTaskId":null,"portalId":6534445,"postHtmlFooter":"","postHtmlHead":"","postsPerListingPage":9,"postsPerRssFeed":10,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publicTitle":"thought nuggets","publishDateFormat":"medium","resolvedDomain":"deckerdevs.com","rootUrl":"https://deckerdevs.com/blogs","rssCustomFeed":null,"rssDescription":null,"rssItemFooter":null,"rssItemHeader":null,"settingsOverrides":{"itemLayoutId":false,"itemTemplatePath":false,"itemTemplateIsShared":false,"listingLayoutId":false,"listingTemplatePath":false,"postsPerListingPage":false,"showSummaryInListing":false,"useFeaturedImageInSummary":false,"htmlHead":false,"postHtmlHead":false,"htmlHeadIsShared":false,"htmlFooter":false,"listingPageHtmlFooter":false,"postHtmlFooter":false,"htmlFooterIsShared":false,"attachedStylesheets":false,"postsPerRssFeed":false,"showSummaryInRss":false,"showSummaryInEmails":false,"showSummariesInEmails":false,"allowComments":false,"commentShouldCreateContact":false,"commentModeration":false,"closeCommentsOlder":false,"commentNotificationEmails":false,"commentMaxThreadDepth":false,"commentVerificationText":false,"socialAccountTwitter":false,"showSocialLinkTwitter":false,"showSocialLinkLinkedin":false,"showSocialLinkFacebook":false,"enableGoogleAmpOutput":false,"ampLogoSrc":false,"ampLogoHeight":false,"ampLogoWidth":false,"ampLogoAlt":false,"ampHeaderFont":false,"ampHeaderFontSize":false,"ampHeaderColor":false,"ampHeaderBackgroundColor":false,"ampBodyFont":false,"ampBodyFontSize":false,"ampBodyColor":false,"ampLinkColor":false,"generateJsonLdEnabled":false},"showSocialLinkFacebook":true,"showSocialLinkLinkedin":true,"showSocialLinkTwitter":true,"showSummaryInEmails":true,"showSummaryInListing":true,"showSummaryInRss":true,"siteId":null,"slug":"blogs","socialAccountTwitter":"","state":null,"subscriptionContactsProperty":null,"subscriptionEmailType":null,"subscriptionFormGuid":null,"subscriptionListsByType":{},"title":null,"translatedFromId":null,"translations":{},"updated":1712344124471,"updatedDateTime":1712344124471,"urlBase":"deckerdevs.com/blogs","urlSegments":{"all":"all","archive":"archive","author":"author","page":"page","tag":"tag"},"useFeaturedImageInSummary":true,"usesDefaultTemplate":false,"weeklyNotificationEmailId":null},"password":null,"pastMabExperimentIds":[],"performableGuid":null,"performableVariationLetter":null,"personas":[],"placementGuids":[],"portableKey":null,"portalId":6534445,"position":null,"postBody":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n\n
Planning and organization are everything here.
Here are a few things you need to know when it comes to learning how to organize a mega menu in the IT Managed Services industry:
\nBuyer Personas & Industries
\nIT Managed Services Companies usually have a few different buyer personas, depending on the types of businesses they serve. They might be talking to an IT Director or CTO, an Operations Manager or a business owner. The daily focuses and concerns for each of these roles are all totally different.
While a high level Chief Technology Officer or Chief Information Office may be focused on evolving technology or business continuity, an Operations Manager or COO might be focused on employee efficiency or customer service. All of these personas will be a bit bottom-line driven, but none more than the CEO or CFO inside an organization. The executive and management levels at these companies may work in any different industry and have varied responsibilities based on their unique role in the organizations. These are important CTAs to consider, in addition to any industry verticals that you may want to address whose focuses might be even more specific.
If you have specific industries you specialize in like Construction, Nonprofit or Real Estate, you’ll want to break these down in your mega menu. While most IT professionals and Managed Services companies understand that a blanket proactive approach to IT can be applied across industries, it does make professionals feel good when they know that a vendor has experience in their particular industry.
Content Categories, Symptoms or Benefits
\nYou’ll want to make sure that you categorize your content with symptoms and benefits, for your top-funnel prospects that are not as well versed in your service offerings. Ask yourself: What are the categories of content that you’re writing about for your audience? These might correlate with your services, which you’ll list separately, but might more directly speak to the issues or symptoms that your prospects or buyer personas are suffering from. Categorizing your content by the types of problems that your prospects are trying to solve is a great way to guide them down further into their buyer journey by speaking to their problems directly.
For a Managed Services Company mega menu, you might want to include items like, “Employee Efficiency, Disaster Recovery Planning and Malware & Virus Protection,” rather than industry specific services like, “Business Continuity” or “Technology Planning” or “Security Services” - speaking to symptoms or benefits helps avoid jargon and keeps the benefit or chief concern front and center - which is usually the best option for prospects that still find themselves early in the decision making process.
Services
\nListing your services by the names they’re recognized for in your industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, symptoms and services you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one.
For the IT industry specifically, services terms like Business Continuity and Cloud Services may resonate with well-qualified prospects like an IT Director, CTO or CIO while the more general symptom-specific categories listed above might appeal more to an Operations Executive, CEO or Management Level prospect or buyer that is less familiar with the offerings associated with the Managed Services industry. Your mega menu has the ability to address both with either separate categories or additional areas for descriptions.
Icons
If you don’t have much real estate to offer descriptions or just want to add a little extra flair to your mega menu, Icons are a great way to help a prospect further understand information in the services section. It can also help provide a graphical representation for top-funnel prospects if they’re unfamiliar with industry jargon.
For Managed Services companies, a shield to indicate security protection, a cloud for cloud hosting, a phone icon for VOIP services — there are a number of icons to help further explain your services without using too much additional real estate on lengthy descriptions. Icons can say a lot, keep things clear and concise and direct your buyers easily.
Tools or Resources
\nThis is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. An IT company might have a disaster recovery checklist, an IT security eBook, a guide for choosing the best VOIP system, a webinar breaking down the latest security threat or phishing attempt, or pillar pages that really help a prospect dig into to the different aspects of business continuity, employee efficiency and how it all impacts the bottom line, bringing those resources all together.
Multiple content types, topics and mediums of delivery make that pretty complicated to break down on a mega menu alone. We highly recommend resource center filters and in some cases multiple filters to help your website prospects better sift through that content. You can break your mega menu categories down by content type, add that content by industry or as it relates to the symptoms your fix and and services you provide.
If you have pillar pages to organize your content, they might have previously been hidden deep within a resource center or only found through a CTA or organic search. A mega menu can change that, placing your highest converting content at the top of the page in your mega menu using a featured content area, image, CTA or link.
Get creative with how you layout your resources and tools within the different categories provided and feel free to experiment with different formats over a certain time period to test what seems to work the best.
Smart Content
\nSmart content is being used more and more in e-mails, on website landing pages and inside services pages, but what about navigation? If you’re a HubSpot customer, HubSpot doesn’t include smart content in navigation out of the box, but we are huge supporters of taking technology to the next level and we’ve been experimenting with smart content in mega menu formats.
If a user has filled out a form, your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. If your prospect has downloaded and consumed multiple resources regarding Business Continuity services, for example, your mega menu can be configured to display content that aids them in their buyer journey by placing business continuity, disaster planning, cloud hosting and backup solutions front and center in their mega menu display.
Content mapping to the buyer journey is much more powerful when you enable smart content. HubSpot users can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
Mega menus are seriously unutilized and as a technology company, IT Managed Services providers really need to explore how a robust mega menu can really help their users access all the valuable content they publish. Organize that content by industry, service, symptom and benefit and place the most important CTAs inside your mega menu using icons, links, graphics and buttons to take your mega menu to the next level.
Ready to implement a mega menu for your IT Managed Services company website, but not sure where to start? Schedule a meeting and let’s break it down together.
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n\n
Planning and organization are everything here.
Here are a few things you need to know when it comes to learning how to organize a mega menu in the IT Managed Services industry:
\nBuyer Personas & Industries
\nIT Managed Services Companies usually have a few different buyer personas, depending on the types of businesses they serve. They might be talking to an IT Director or CTO, an Operations Manager or a business owner. The daily focuses and concerns for each of these roles are all totally different.
While a high level Chief Technology Officer or Chief Information Office may be focused on evolving technology or business continuity, an Operations Manager or COO might be focused on employee efficiency or customer service. All of these personas will be a bit bottom-line driven, but none more than the CEO or CFO inside an organization. The executive and management levels at these companies may work in any different industry and have varied responsibilities based on their unique role in the organizations. These are important CTAs to consider, in addition to any industry verticals that you may want to address whose focuses might be even more specific.
If you have specific industries you specialize in like Construction, Nonprofit or Real Estate, you’ll want to break these down in your mega menu. While most IT professionals and Managed Services companies understand that a blanket proactive approach to IT can be applied across industries, it does make professionals feel good when they know that a vendor has experience in their particular industry.
Content Categories, Symptoms or Benefits
\nYou’ll want to make sure that you categorize your content with symptoms and benefits, for your top-funnel prospects that are not as well versed in your service offerings. Ask yourself: What are the categories of content that you’re writing about for your audience? These might correlate with your services, which you’ll list separately, but might more directly speak to the issues or symptoms that your prospects or buyer personas are suffering from. Categorizing your content by the types of problems that your prospects are trying to solve is a great way to guide them down further into their buyer journey by speaking to their problems directly.
For a Managed Services Company mega menu, you might want to include items like, “Employee Efficiency, Disaster Recovery Planning and Malware & Virus Protection,” rather than industry specific services like, “Business Continuity” or “Technology Planning” or “Security Services” - speaking to symptoms or benefits helps avoid jargon and keeps the benefit or chief concern front and center - which is usually the best option for prospects that still find themselves early in the decision making process.
Services
\nListing your services by the names they’re recognized for in your industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, symptoms and services you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one.
For the IT industry specifically, services terms like Business Continuity and Cloud Services may resonate with well-qualified prospects like an IT Director, CTO or CIO while the more general symptom-specific categories listed above might appeal more to an Operations Executive, CEO or Management Level prospect or buyer that is less familiar with the offerings associated with the Managed Services industry. Your mega menu has the ability to address both with either separate categories or additional areas for descriptions.
Icons
If you don’t have much real estate to offer descriptions or just want to add a little extra flair to your mega menu, Icons are a great way to help a prospect further understand information in the services section. It can also help provide a graphical representation for top-funnel prospects if they’re unfamiliar with industry jargon.
For Managed Services companies, a shield to indicate security protection, a cloud for cloud hosting, a phone icon for VOIP services — there are a number of icons to help further explain your services without using too much additional real estate on lengthy descriptions. Icons can say a lot, keep things clear and concise and direct your buyers easily.
Tools or Resources
\nThis is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. An IT company might have a disaster recovery checklist, an IT security eBook, a guide for choosing the best VOIP system, a webinar breaking down the latest security threat or phishing attempt, or pillar pages that really help a prospect dig into to the different aspects of business continuity, employee efficiency and how it all impacts the bottom line, bringing those resources all together.
Multiple content types, topics and mediums of delivery make that pretty complicated to break down on a mega menu alone. We highly recommend resource center filters and in some cases multiple filters to help your website prospects better sift through that content. You can break your mega menu categories down by content type, add that content by industry or as it relates to the symptoms your fix and and services you provide.
If you have pillar pages to organize your content, they might have previously been hidden deep within a resource center or only found through a CTA or organic search. A mega menu can change that, placing your highest converting content at the top of the page in your mega menu using a featured content area, image, CTA or link.
Get creative with how you layout your resources and tools within the different categories provided and feel free to experiment with different formats over a certain time period to test what seems to work the best.
Smart Content
\nSmart content is being used more and more in e-mails, on website landing pages and inside services pages, but what about navigation? If you’re a HubSpot customer, HubSpot doesn’t include smart content in navigation out of the box, but we are huge supporters of taking technology to the next level and we’ve been experimenting with smart content in mega menu formats.
If a user has filled out a form, your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. If your prospect has downloaded and consumed multiple resources regarding Business Continuity services, for example, your mega menu can be configured to display content that aids them in their buyer journey by placing business continuity, disaster planning, cloud hosting and backup solutions front and center in their mega menu display.
Content mapping to the buyer journey is much more powerful when you enable smart content. HubSpot users can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
Mega menus are seriously unutilized and as a technology company, IT Managed Services providers really need to explore how a robust mega menu can really help their users access all the valuable content they publish. Organize that content by industry, service, symptom and benefit and place the most important CTAs inside your mega menu using icons, links, graphics and buttons to take your mega menu to the next level.
Ready to implement a mega menu for your IT Managed Services company website, but not sure where to start? Schedule a meeting and let’s break it down together.
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
","postFeaturedImageIfEnabled":"https://i.imgflip.com/1itoun.jpg?a463920","postListContent":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
","postListSummaryFeaturedImage":"https://i.imgflip.com/1itoun.jpg?a463920","postRssContent":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
","postRssSummaryFeaturedImage":"https://i.imgflip.com/1itoun.jpg?a463920","postSummary":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n","postSummaryRss":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
","postTemplate":"deckerdevs-theme/templates/blog-content.html","previewImageSrc":null,"previewKey":"VlSqpRqO","previousPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-hs%20megamenu.png","previousPostFeaturedImageAltText":"","previousPostName":"Why a HubSpot Mega Menu Should Be Your Next Website Investment","previousPostSlug":"blogs/why-a-hubspot-mega-menu-should-be-your-next-website-investment","processingStatus":"PUBLISHED","propertyForDynamicPageCanonicalUrl":null,"propertyForDynamicPageFeaturedImage":null,"propertyForDynamicPageMetaDescription":null,"propertyForDynamicPageSlug":null,"propertyForDynamicPageTitle":null,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publishDate":1670343471000,"publishDateLocalTime":1670343471000,"publishDateLocalized":{"date":1670343471000,"format":"medium","language":null},"publishImmediately":true,"publishTimezoneOffset":null,"publishedAt":1718903384763,"publishedByEmail":null,"publishedById":52616225,"publishedByName":null,"publishedUrl":"https://deckerdevs.com/blogs/how-to-organize-a-mega-menu-for-it-managed-services-company","resolvedDomain":"deckerdevs.com","resolvedLanguage":null,"rssBody":"When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n\n
Planning and organization are everything here.
Here are a few things you need to know when it comes to learning how to organize a mega menu in the IT Managed Services industry:
\nBuyer Personas & Industries
\nIT Managed Services Companies usually have a few different buyer personas, depending on the types of businesses they serve. They might be talking to an IT Director or CTO, an Operations Manager or a business owner. The daily focuses and concerns for each of these roles are all totally different.
While a high level Chief Technology Officer or Chief Information Office may be focused on evolving technology or business continuity, an Operations Manager or COO might be focused on employee efficiency or customer service. All of these personas will be a bit bottom-line driven, but none more than the CEO or CFO inside an organization. The executive and management levels at these companies may work in any different industry and have varied responsibilities based on their unique role in the organizations. These are important CTAs to consider, in addition to any industry verticals that you may want to address whose focuses might be even more specific.
If you have specific industries you specialize in like Construction, Nonprofit or Real Estate, you’ll want to break these down in your mega menu. While most IT professionals and Managed Services companies understand that a blanket proactive approach to IT can be applied across industries, it does make professionals feel good when they know that a vendor has experience in their particular industry.
Content Categories, Symptoms or Benefits
\nYou’ll want to make sure that you categorize your content with symptoms and benefits, for your top-funnel prospects that are not as well versed in your service offerings. Ask yourself: What are the categories of content that you’re writing about for your audience? These might correlate with your services, which you’ll list separately, but might more directly speak to the issues or symptoms that your prospects or buyer personas are suffering from. Categorizing your content by the types of problems that your prospects are trying to solve is a great way to guide them down further into their buyer journey by speaking to their problems directly.
For a Managed Services Company mega menu, you might want to include items like, “Employee Efficiency, Disaster Recovery Planning and Malware & Virus Protection,” rather than industry specific services like, “Business Continuity” or “Technology Planning” or “Security Services” - speaking to symptoms or benefits helps avoid jargon and keeps the benefit or chief concern front and center - which is usually the best option for prospects that still find themselves early in the decision making process.
Services
\nListing your services by the names they’re recognized for in your industry is still important for prospects at the bottom of the funnel or referral resources that need a quick understanding of what you do. If you don’t have enough space in your navigation to address both, symptoms and services you can use some real estate in your mega menu for a short description sentence that outlines the benefits or symptoms associated with your service lines to combine the last point with this one.
For the IT industry specifically, services terms like Business Continuity and Cloud Services may resonate with well-qualified prospects like an IT Director, CTO or CIO while the more general symptom-specific categories listed above might appeal more to an Operations Executive, CEO or Management Level prospect or buyer that is less familiar with the offerings associated with the Managed Services industry. Your mega menu has the ability to address both with either separate categories or additional areas for descriptions.
Icons
If you don’t have much real estate to offer descriptions or just want to add a little extra flair to your mega menu, Icons are a great way to help a prospect further understand information in the services section. It can also help provide a graphical representation for top-funnel prospects if they’re unfamiliar with industry jargon.
For Managed Services companies, a shield to indicate security protection, a cloud for cloud hosting, a phone icon for VOIP services — there are a number of icons to help further explain your services without using too much additional real estate on lengthy descriptions. Icons can say a lot, keep things clear and concise and direct your buyers easily.
Tools or Resources
\nThis is usually the most complicated aspect of the mega menu planning process, since the arsenal of content for organizations with a digital strategy is usually quite large. An IT company might have a disaster recovery checklist, an IT security eBook, a guide for choosing the best VOIP system, a webinar breaking down the latest security threat or phishing attempt, or pillar pages that really help a prospect dig into to the different aspects of business continuity, employee efficiency and how it all impacts the bottom line, bringing those resources all together.
Multiple content types, topics and mediums of delivery make that pretty complicated to break down on a mega menu alone. We highly recommend resource center filters and in some cases multiple filters to help your website prospects better sift through that content. You can break your mega menu categories down by content type, add that content by industry or as it relates to the symptoms your fix and and services you provide.
If you have pillar pages to organize your content, they might have previously been hidden deep within a resource center or only found through a CTA or organic search. A mega menu can change that, placing your highest converting content at the top of the page in your mega menu using a featured content area, image, CTA or link.
Get creative with how you layout your resources and tools within the different categories provided and feel free to experiment with different formats over a certain time period to test what seems to work the best.
Smart Content
\nSmart content is being used more and more in e-mails, on website landing pages and inside services pages, but what about navigation? If you’re a HubSpot customer, HubSpot doesn’t include smart content in navigation out of the box, but we are huge supporters of taking technology to the next level and we’ve been experimenting with smart content in mega menu formats.
If a user has filled out a form, your development team can create a sophisticated mega menu based on forms that the prospect has filled out previously or content viewed on the website. If your prospect has downloaded and consumed multiple resources regarding Business Continuity services, for example, your mega menu can be configured to display content that aids them in their buyer journey by placing business continuity, disaster planning, cloud hosting and backup solutions front and center in their mega menu display.
Content mapping to the buyer journey is much more powerful when you enable smart content. HubSpot users can even combine smart content with lead scores and custom buyer journey mapping properties in HubSpot. An experienced HubSpot developer can really supercharge what HubSpot provides out of the box.
Mega menus are seriously unutilized and as a technology company, IT Managed Services providers really need to explore how a robust mega menu can really help their users access all the valuable content they publish. Organize that content by industry, service, symptom and benefit and place the most important CTAs inside your mega menu using icons, links, graphics and buttons to take your mega menu to the next level.
Ready to implement a mega menu for your IT Managed Services company website, but not sure where to start? Schedule a meeting and let’s break it down together.
When it comes to the specifics of organizing a mega menu, every business and industry is totally different. While some service offerings for consumer service brands might be very basic, a B2B brand with complex services offerings or retail brands with lots of different categories might need to go about how they organize a mega menu totally differently. The competition and market share in the IT Managed Services space has grown exponentially in the wake of the Covid-19 pandemic. According to Yahoo, The industry is estimated to reach nearly $245 billion by the end of 2022. From remote employment to cloud hosting, data access, and managing security breaches, the role of the IT Managed Services Company is more important than ever in the world of business. But how can you create a mega menu that encompasses the breadth of the services, industries, and resources that you offer without inundating your prospects?
\n","rssSummaryFeaturedImage":"https://i.imgflip.com/1itoun.jpg?a463920","scheduledUpdateDate":0,"screenshotPreviewTakenAt":1733245783815,"screenshotPreviewUrl":"https://cdn1.hubspot.net/hubshotv3/prod/e/0/8f691c97-7d51-47e9-9733-08b07e85083e.png","sections":{},"securityState":"NONE","siteId":null,"slug":"blogs/how-to-organize-a-mega-menu-for-it-managed-services-company","stagedFrom":null,"state":"PUBLISHED","stateWhenDeleted":null,"structuredContentPageType":null,"structuredContentType":null,"styleOverrideId":null,"subcategory":"normal_blog_post","syncedWithBlogRoot":true,"tagIds":[62770428190,64085693442,82133680259,94338241715],"tagList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1642438757996,"deletedAt":0,"description":"","id":64085693442,"label":"website optimization","language":"en","name":"website optimization","portalId":6534445,"slug":"website-optimization","translatedFromId":null,"translations":{},"updated":1642438757996},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1660665478382,"deletedAt":0,"description":"","id":82133680259,"label":"UX Design","language":"en","name":"UX Design","portalId":6534445,"slug":"ux-design","translatedFromId":null,"translations":{},"updated":1660665478382},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1670343408539,"deletedAt":0,"description":"","id":94338241715,"label":"mega menu","language":"en","name":"mega menu","portalId":6534445,"slug":"mega-menu","translatedFromId":null,"translations":{},"updated":1670343408539}],"tagNames":["Conversion Optimization","website optimization","UX Design","mega menu"],"teamPerms":[],"templatePath":"","templatePathForRender":"deckerdevs-theme/templates/blog-content.html","textToAudioFileId":null,"textToAudioGenerationRequestId":null,"themePath":null,"themeSettingsValues":null,"title":"How to Organize a Mega Menu for IT Managed Services Company","tmsId":null,"topicIds":[62770428190,64085693442,82133680259,94338241715],"topicList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1642438757996,"deletedAt":0,"description":"","id":64085693442,"label":"website optimization","language":"en","name":"website optimization","portalId":6534445,"slug":"website-optimization","translatedFromId":null,"translations":{},"updated":1642438757996},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1660665478382,"deletedAt":0,"description":"","id":82133680259,"label":"UX Design","language":"en","name":"UX Design","portalId":6534445,"slug":"ux-design","translatedFromId":null,"translations":{},"updated":1660665478382},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1670343408539,"deletedAt":0,"description":"","id":94338241715,"label":"mega menu","language":"en","name":"mega menu","portalId":6534445,"slug":"mega-menu","translatedFromId":null,"translations":{},"updated":1670343408539}],"topicNames":["Conversion Optimization","website optimization","UX Design","mega menu"],"topics":[62770428190,64085693442,82133680259,94338241715],"translatedContent":{},"translatedFromId":null,"translations":{},"tweet":null,"tweetAt":null,"tweetImmediately":false,"unpublishedAt":0,"updated":1718903384767,"updatedById":52616225,"upsizeFeaturedImage":false,"url":"https://deckerdevs.com/blogs/how-to-organize-a-mega-menu-for-it-managed-services-company","useFeaturedImage":true,"userPerms":[],"views":null,"visibleToAll":null,"widgetContainers":{},"widgetcontainers":{},"widgets":{"blog-image":{"body":{"image_field":{"alt":"pattern-2","height":563,"loading":"lazy","max_height":563,"max_width":1000,"size_type":"auto","src":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/pattern-2.jpg","width":1000}},"child_css":{},"css":{},"deleted_at":1718903377682,"id":"blog-image","label":null,"module_id":62246908725,"name":"blog-image","order":3,"smart_type":null,"styles":{},"type":"module"}}},{"ab":false,"abStatus":null,"abTestId":null,"abVariation":false,"abVariationAutomated":false,"absoluteUrl":"https://deckerdevs.com/blogs/howd-you-do-lets-talk-site-performance-for-black-friday-weekend","afterPostBody":null,"aifeatures":null,"allowedSlugConflict":false,"analytics":null,"analyticsPageId":"93641938346","analyticsPageType":"blog-post","approvalStatus":null,"archived":false,"archivedAt":0,"archivedInDashboard":false,"areCommentsAllowed":true,"attachedStylesheets":[],"audienceAccess":"PUBLIC","author":null,"authorName":null,"authorUsername":null,"blogAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogAuthorId":62235724408,"blogPostAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogPostScheduleTaskUid":null,"blogPublishInstantEmailCampaignId":null,"blogPublishInstantEmailRetryCount":null,"blogPublishInstantEmailTaskUid":null,"blogPublishToSocialMediaTask":"DONE_NOT_SENT","blueprintTypeId":0,"businessUnitId":null,"campaign":null,"campaignName":null,"campaignUtm":null,"category":3,"categoryId":3,"cdnPurgeEmbargoTime":null,"checkPostLevelAudienceAccessFirst":true,"clonedFrom":null,"composeBody":null,"compositionId":0,"contentAccessRuleIds":[],"contentAccessRuleTypes":[],"contentGroup":62179259185,"contentGroupId":62179259185,"contentTypeCategory":3,"contentTypeCategoryId":3,"contentTypeId":null,"created":1669821817684,"createdByAgent":null,"createdById":27630257,"createdTime":1669821817684,"crmObjectId":null,"css":{},"cssText":"","ctaClicks":null,"ctaViews":null,"currentState":"PUBLISHED","currentlyPublished":true,"deletedAt":0,"deletedBy":null,"deletedByEmail":null,"deletedById":null,"domain":"","dynamicPageDataSourceId":null,"dynamicPageDataSourceType":null,"dynamicPageHubDbTableId":null,"enableDomainStylesheets":null,"enableGoogleAmpOutputOverride":false,"enableLayoutStylesheets":null,"errors":[],"featuredImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/I%20LOOKED%20AT%20YOUR%20WEBSITE-jpg.jpeg","featuredImageAltText":"","featuredImageHeight":336,"featuredImageLength":0,"featuredImageWidth":550,"flexAreas":{},"folderId":null,"footerHtml":null,"freezeDate":1669822902000,"generateJsonLdEnabledOverride":true,"hasContentAccessRules":false,"hasUserChanges":true,"headHtml":null,"header":null,"htmlTitle":"How’d you do? Let’s Talk Site Performance for Black Friday Weekend","id":93641938346,"includeDefaultCustomCss":null,"isCaptchaRequired":true,"isCrawlableByBots":false,"isDraft":false,"isInstanceLayoutPage":false,"isInstantEmailEnabled":false,"isPublished":true,"isSocialPublishingEnabled":false,"keywords":[],"label":"How’d you do? Let’s Talk Site Performance for Black Friday Weekend","language":"en","lastEditSessionId":null,"lastEditUpdateId":null,"layoutSections":{},"legacyBlogTabid":null,"legacyId":null,"legacyPostGuid":null,"linkRelCanonicalUrl":null,"listTemplate":"","liveDomain":"deckerdevs.com","mab":false,"mabExperimentId":null,"mabMaster":false,"mabVariant":false,"meta":{"html_title":"How’d you do? Let’s Talk Site Performance for Black Friday Weekend","public_access_rules":[],"public_access_rules_enabled":false,"enable_google_amp_output_override":false,"generate_json_ld_enabled":true,"composition_id":0,"is_crawlable_by_bots":false,"use_featured_image":true,"post_body":"Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
![\"site](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/I%20LOOKED%20AT%20YOUR%20WEBSITE-jpg.jpeg\")
We bring up page speed optimization, conversion optimization and user experience relative to retail sales quite a bit in our conversations with clients old and new. But so many fail to account for site performance in all of the rush to promote and get as many people to their website as possible. To optimize your site performance for Black Friday weekend, here are our best tips:
Dig Deep into Page Load Speed
\nFrom image size to video size to all of the scripts that you’re running - the factors bogging down your page load speed are usually small things that stack up over time as you add content, pages and features. For retail customers we usually see issues with slow loading catalogs, images and videos that bog things down.
A bogged down website doesn’t do great things for your bounce rate. Google found that websites whose load times go from 1-3 seconds bounce rate increase probability goes up 32%. And that only gets worse as the load speed goes up. A website whose load speed increases from 1 to 5 seconds has a 90% chance of bounce rate increase.
Page speed optimization is not just an opportunity to optimize sales, but a requirement moving forward. User expectations are increasing too, and across the board for mobile websites the average time It takes to fully load a mobile landing page has dropped by seven seconds.
Bottom line? Reduce your page load time and you’ll do wonders for keeping people on your website and converting those prospects into sales.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nBoost Conversion Rates with Mega Menus
\nWe are *huge* proponents of mega menus, particularly for organizations that have a lot of information that users need to parse and access quickly and that couldn’t be more true than for retail brands. Companies like GameStop, Home Depot, Wayfair, Best Buy, and even Amazon are constantly testing different versions of mega menus. This allows them to better cater to the complex product offerings, deals and specials they have and optimize conversions by making their information simpler to access.
A mega menu is an expandable menu that allows the user to display a two-dimensional drop-down layout. It usually consists of multiple categories and products associated with those categories along with frequently purchased items, links, and graphics promoting special deals and promotions. ![\"Black](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/Black%20Friday%20Home%20Depot%20Blog%20Image.webp\")
Mega menus are a great way to circumvent impatient customers that might be sensitive to load times when clicking through a website to find the information they’re looking for. They offer a centralized place to see your offerings, which helps avoid user frustration. When a shopper can find everything they’re looking for and understand the depth of your offerings without having to click through to multiple pages on your website, it instantly qualifies your traffic and makes for a better user experience every single time.
Related: Mega Menus are Here to Stay
\nTake a good hard look at your User Experience
\nWe’ve talked about them before, but we can’t stress enough the importance of user experience. A Mega menu or page speed optimization will get you started, but as most marketers know, user experience is an ever-evolving process that requires continuous tweaking and feedback. It goes beyond the standard A-B testing and gets deep into how design draws the eyes or how the color of a button or well-placed sale banner can totally change the game.
Take a look at heat maps, create user experience surveys and do whatever you can to really dig into the intelligence of how every aspect of your website is performing.
Microsoft Clarity is a great (and FREE!) tool that we’ve been testing out recently to help us dig into user sessions and understand a little more about how users are navigating websites. Hot Jar and Lucky Orange are also great tools. If you’re still in the design phase of your landing page and want feedback pre-launch (this is great for all your campaign planning for next year!) Attention Insight is a great paid tool that pulls from AI to predict user behavior and understand how your layout and design will impact user behavior.
Related: 5 Website Optimization Tools to Boost Conversions
If the personal inundation you received from retail brands in your e-mail inbox and text stream this weekend isn’t indication enough, we’re here to tell you: competition is heating up for the attention and wallets of your customers and prospects. It is absolutely critical not only that you take the steps you’re already taking to maximize marketing budget and get in front of their faces - but once you have their attention, you really need to be positive that your website is helping you seal the deal.
By looking at your site navigation, user sessions, heat maps, and optimizing your page load speed, you can increase your conversion rates significantly and boost sales even more going into the holiday season.
Just because Black Friday Weekend is over doesn’t mean that you shouldn’t do things now to optimize your site through the holiday shopping season.
Tell us in the comments how you guys did and what you’ll be doing better for the rest of the holiday shopping season.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
We bring up page speed optimization, conversion optimization and user experience relative to retail sales quite a bit in our conversations with clients old and new. But so many fail to account for site performance in all of the rush to promote and get as many people to their website as possible. To optimize your site performance for Black Friday weekend, here are our best tips:
Dig Deep into Page Load Speed
\nFrom image size to video size to all of the scripts that you’re running - the factors bogging down your page load speed are usually small things that stack up over time as you add content, pages and features. For retail customers we usually see issues with slow loading catalogs, images and videos that bog things down.
A bogged down website doesn’t do great things for your bounce rate. Google found that websites whose load times go from 1-3 seconds bounce rate increase probability goes up 32%. And that only gets worse as the load speed goes up. A website whose load speed increases from 1 to 5 seconds has a 90% chance of bounce rate increase.
Page speed optimization is not just an opportunity to optimize sales, but a requirement moving forward. User expectations are increasing too, and across the board for mobile websites the average time It takes to fully load a mobile landing page has dropped by seven seconds.
Bottom line? Reduce your page load time and you’ll do wonders for keeping people on your website and converting those prospects into sales.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nBoost Conversion Rates with Mega Menus
\nWe are *huge* proponents of mega menus, particularly for organizations that have a lot of information that users need to parse and access quickly and that couldn’t be more true than for retail brands. Companies like GameStop, Home Depot, Wayfair, Best Buy, and even Amazon are constantly testing different versions of mega menus. This allows them to better cater to the complex product offerings, deals and specials they have and optimize conversions by making their information simpler to access.
A mega menu is an expandable menu that allows the user to display a two-dimensional drop-down layout. It usually consists of multiple categories and products associated with those categories along with frequently purchased items, links, and graphics promoting special deals and promotions.
Mega menus are a great way to circumvent impatient customers that might be sensitive to load times when clicking through a website to find the information they’re looking for. They offer a centralized place to see your offerings, which helps avoid user frustration. When a shopper can find everything they’re looking for and understand the depth of your offerings without having to click through to multiple pages on your website, it instantly qualifies your traffic and makes for a better user experience every single time.
Related: Mega Menus are Here to Stay
\nTake a good hard look at your User Experience
\nWe’ve talked about them before, but we can’t stress enough the importance of user experience. A Mega menu or page speed optimization will get you started, but as most marketers know, user experience is an ever-evolving process that requires continuous tweaking and feedback. It goes beyond the standard A-B testing and gets deep into how design draws the eyes or how the color of a button or well-placed sale banner can totally change the game.
Take a look at heat maps, create user experience surveys and do whatever you can to really dig into the intelligence of how every aspect of your website is performing.
Microsoft Clarity is a great (and FREE!) tool that we’ve been testing out recently to help us dig into user sessions and understand a little more about how users are navigating websites. Hot Jar and Lucky Orange are also great tools. If you’re still in the design phase of your landing page and want feedback pre-launch (this is great for all your campaign planning for next year!) Attention Insight is a great paid tool that pulls from AI to predict user behavior and understand how your layout and design will impact user behavior.
Related: 5 Website Optimization Tools to Boost Conversions
If the personal inundation you received from retail brands in your e-mail inbox and text stream this weekend isn’t indication enough, we’re here to tell you: competition is heating up for the attention and wallets of your customers and prospects. It is absolutely critical not only that you take the steps you’re already taking to maximize marketing budget and get in front of their faces - but once you have their attention, you really need to be positive that your website is helping you seal the deal.
By looking at your site navigation, user sessions, heat maps, and optimizing your page load speed, you can increase your conversion rates significantly and boost sales even more going into the holiday season.
Just because Black Friday Weekend is over doesn’t mean that you shouldn’t do things now to optimize your site through the holiday shopping season.
Tell us in the comments how you guys did and what you’ll be doing better for the rest of the holiday shopping season.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
We bring up page speed optimization, conversion optimization and user experience relative to retail sales quite a bit in our conversations with clients old and new. But so many fail to account for site performance in all of the rush to promote and get as many people to their website as possible. To optimize your site performance for Black Friday weekend, here are our best tips:
Dig Deep into Page Load Speed
\nFrom image size to video size to all of the scripts that you’re running - the factors bogging down your page load speed are usually small things that stack up over time as you add content, pages and features. For retail customers we usually see issues with slow loading catalogs, images and videos that bog things down.
A bogged down website doesn’t do great things for your bounce rate. Google found that websites whose load times go from 1-3 seconds bounce rate increase probability goes up 32%. And that only gets worse as the load speed goes up. A website whose load speed increases from 1 to 5 seconds has a 90% chance of bounce rate increase.
Page speed optimization is not just an opportunity to optimize sales, but a requirement moving forward. User expectations are increasing too, and across the board for mobile websites the average time It takes to fully load a mobile landing page has dropped by seven seconds.
Bottom line? Reduce your page load time and you’ll do wonders for keeping people on your website and converting those prospects into sales.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nBoost Conversion Rates with Mega Menus
\nWe are *huge* proponents of mega menus, particularly for organizations that have a lot of information that users need to parse and access quickly and that couldn’t be more true than for retail brands. Companies like GameStop, Home Depot, Wayfair, Best Buy, and even Amazon are constantly testing different versions of mega menus. This allows them to better cater to the complex product offerings, deals and specials they have and optimize conversions by making their information simpler to access.
A mega menu is an expandable menu that allows the user to display a two-dimensional drop-down layout. It usually consists of multiple categories and products associated with those categories along with frequently purchased items, links, and graphics promoting special deals and promotions.
Mega menus are a great way to circumvent impatient customers that might be sensitive to load times when clicking through a website to find the information they’re looking for. They offer a centralized place to see your offerings, which helps avoid user frustration. When a shopper can find everything they’re looking for and understand the depth of your offerings without having to click through to multiple pages on your website, it instantly qualifies your traffic and makes for a better user experience every single time.
Related: Mega Menus are Here to Stay
\nTake a good hard look at your User Experience
\nWe’ve talked about them before, but we can’t stress enough the importance of user experience. A Mega menu or page speed optimization will get you started, but as most marketers know, user experience is an ever-evolving process that requires continuous tweaking and feedback. It goes beyond the standard A-B testing and gets deep into how design draws the eyes or how the color of a button or well-placed sale banner can totally change the game.
Take a look at heat maps, create user experience surveys and do whatever you can to really dig into the intelligence of how every aspect of your website is performing.
Microsoft Clarity is a great (and FREE!) tool that we’ve been testing out recently to help us dig into user sessions and understand a little more about how users are navigating websites. Hot Jar and Lucky Orange are also great tools. If you’re still in the design phase of your landing page and want feedback pre-launch (this is great for all your campaign planning for next year!) Attention Insight is a great paid tool that pulls from AI to predict user behavior and understand how your layout and design will impact user behavior.
Related: 5 Website Optimization Tools to Boost Conversions
If the personal inundation you received from retail brands in your e-mail inbox and text stream this weekend isn’t indication enough, we’re here to tell you: competition is heating up for the attention and wallets of your customers and prospects. It is absolutely critical not only that you take the steps you’re already taking to maximize marketing budget and get in front of their faces - but once you have their attention, you really need to be positive that your website is helping you seal the deal.
By looking at your site navigation, user sessions, heat maps, and optimizing your page load speed, you can increase your conversion rates significantly and boost sales even more going into the holiday season.
Just because Black Friday Weekend is over doesn’t mean that you shouldn’t do things now to optimize your site through the holiday shopping season.
Tell us in the comments how you guys did and what you’ll be doing better for the rest of the holiday shopping season.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
We bring up page speed optimization, conversion optimization and user experience relative to retail sales quite a bit in our conversations with clients old and new. But so many fail to account for site performance in all of the rush to promote and get as many people to their website as possible. To optimize your site performance for Black Friday weekend, here are our best tips:
Dig Deep into Page Load Speed
\nFrom image size to video size to all of the scripts that you’re running - the factors bogging down your page load speed are usually small things that stack up over time as you add content, pages and features. For retail customers we usually see issues with slow loading catalogs, images and videos that bog things down.
A bogged down website doesn’t do great things for your bounce rate. Google found that websites whose load times go from 1-3 seconds bounce rate increase probability goes up 32%. And that only gets worse as the load speed goes up. A website whose load speed increases from 1 to 5 seconds has a 90% chance of bounce rate increase.
Page speed optimization is not just an opportunity to optimize sales, but a requirement moving forward. User expectations are increasing too, and across the board for mobile websites the average time It takes to fully load a mobile landing page has dropped by seven seconds.
Bottom line? Reduce your page load time and you’ll do wonders for keeping people on your website and converting those prospects into sales.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nBoost Conversion Rates with Mega Menus
\nWe are *huge* proponents of mega menus, particularly for organizations that have a lot of information that users need to parse and access quickly and that couldn’t be more true than for retail brands. Companies like GameStop, Home Depot, Wayfair, Best Buy, and even Amazon are constantly testing different versions of mega menus. This allows them to better cater to the complex product offerings, deals and specials they have and optimize conversions by making their information simpler to access.
A mega menu is an expandable menu that allows the user to display a two-dimensional drop-down layout. It usually consists of multiple categories and products associated with those categories along with frequently purchased items, links, and graphics promoting special deals and promotions.
Mega menus are a great way to circumvent impatient customers that might be sensitive to load times when clicking through a website to find the information they’re looking for. They offer a centralized place to see your offerings, which helps avoid user frustration. When a shopper can find everything they’re looking for and understand the depth of your offerings without having to click through to multiple pages on your website, it instantly qualifies your traffic and makes for a better user experience every single time.
Related: Mega Menus are Here to Stay
\nTake a good hard look at your User Experience
\nWe’ve talked about them before, but we can’t stress enough the importance of user experience. A Mega menu or page speed optimization will get you started, but as most marketers know, user experience is an ever-evolving process that requires continuous tweaking and feedback. It goes beyond the standard A-B testing and gets deep into how design draws the eyes or how the color of a button or well-placed sale banner can totally change the game.
Take a look at heat maps, create user experience surveys and do whatever you can to really dig into the intelligence of how every aspect of your website is performing.
Microsoft Clarity is a great (and FREE!) tool that we’ve been testing out recently to help us dig into user sessions and understand a little more about how users are navigating websites. Hot Jar and Lucky Orange are also great tools. If you’re still in the design phase of your landing page and want feedback pre-launch (this is great for all your campaign planning for next year!) Attention Insight is a great paid tool that pulls from AI to predict user behavior and understand how your layout and design will impact user behavior.
Related: 5 Website Optimization Tools to Boost Conversions
If the personal inundation you received from retail brands in your e-mail inbox and text stream this weekend isn’t indication enough, we’re here to tell you: competition is heating up for the attention and wallets of your customers and prospects. It is absolutely critical not only that you take the steps you’re already taking to maximize marketing budget and get in front of their faces - but once you have their attention, you really need to be positive that your website is helping you seal the deal.
By looking at your site navigation, user sessions, heat maps, and optimizing your page load speed, you can increase your conversion rates significantly and boost sales even more going into the holiday season.
Just because Black Friday Weekend is over doesn’t mean that you shouldn’t do things now to optimize your site through the holiday shopping season.
Tell us in the comments how you guys did and what you’ll be doing better for the rest of the holiday shopping season.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
We bring up page speed optimization, conversion optimization and user experience relative to retail sales quite a bit in our conversations with clients old and new. But so many fail to account for site performance in all of the rush to promote and get as many people to their website as possible. To optimize your site performance for Black Friday weekend, here are our best tips:
Dig Deep into Page Load Speed
\nFrom image size to video size to all of the scripts that you’re running - the factors bogging down your page load speed are usually small things that stack up over time as you add content, pages and features. For retail customers we usually see issues with slow loading catalogs, images and videos that bog things down.
A bogged down website doesn’t do great things for your bounce rate. Google found that websites whose load times go from 1-3 seconds bounce rate increase probability goes up 32%. And that only gets worse as the load speed goes up. A website whose load speed increases from 1 to 5 seconds has a 90% chance of bounce rate increase.
Page speed optimization is not just an opportunity to optimize sales, but a requirement moving forward. User expectations are increasing too, and across the board for mobile websites the average time It takes to fully load a mobile landing page has dropped by seven seconds.
Bottom line? Reduce your page load time and you’ll do wonders for keeping people on your website and converting those prospects into sales.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nBoost Conversion Rates with Mega Menus
\nWe are *huge* proponents of mega menus, particularly for organizations that have a lot of information that users need to parse and access quickly and that couldn’t be more true than for retail brands. Companies like GameStop, Home Depot, Wayfair, Best Buy, and even Amazon are constantly testing different versions of mega menus. This allows them to better cater to the complex product offerings, deals and specials they have and optimize conversions by making their information simpler to access.
A mega menu is an expandable menu that allows the user to display a two-dimensional drop-down layout. It usually consists of multiple categories and products associated with those categories along with frequently purchased items, links, and graphics promoting special deals and promotions.
Mega menus are a great way to circumvent impatient customers that might be sensitive to load times when clicking through a website to find the information they’re looking for. They offer a centralized place to see your offerings, which helps avoid user frustration. When a shopper can find everything they’re looking for and understand the depth of your offerings without having to click through to multiple pages on your website, it instantly qualifies your traffic and makes for a better user experience every single time.
Related: Mega Menus are Here to Stay
\nTake a good hard look at your User Experience
\nWe’ve talked about them before, but we can’t stress enough the importance of user experience. A Mega menu or page speed optimization will get you started, but as most marketers know, user experience is an ever-evolving process that requires continuous tweaking and feedback. It goes beyond the standard A-B testing and gets deep into how design draws the eyes or how the color of a button or well-placed sale banner can totally change the game.
Take a look at heat maps, create user experience surveys and do whatever you can to really dig into the intelligence of how every aspect of your website is performing.
Microsoft Clarity is a great (and FREE!) tool that we’ve been testing out recently to help us dig into user sessions and understand a little more about how users are navigating websites. Hot Jar and Lucky Orange are also great tools. If you’re still in the design phase of your landing page and want feedback pre-launch (this is great for all your campaign planning for next year!) Attention Insight is a great paid tool that pulls from AI to predict user behavior and understand how your layout and design will impact user behavior.
Related: 5 Website Optimization Tools to Boost Conversions
If the personal inundation you received from retail brands in your e-mail inbox and text stream this weekend isn’t indication enough, we’re here to tell you: competition is heating up for the attention and wallets of your customers and prospects. It is absolutely critical not only that you take the steps you’re already taking to maximize marketing budget and get in front of their faces - but once you have their attention, you really need to be positive that your website is helping you seal the deal.
By looking at your site navigation, user sessions, heat maps, and optimizing your page load speed, you can increase your conversion rates significantly and boost sales even more going into the holiday season.
Just because Black Friday Weekend is over doesn’t mean that you shouldn’t do things now to optimize your site through the holiday shopping season.
Tell us in the comments how you guys did and what you’ll be doing better for the rest of the holiday shopping season.
Black Friday Weekend comes and goes every year and between Black Friday, Small Business Saturday, and Cyber Monday - the opportunity is ripe to have the best weekend in retail that you have all year round. With a record $9.12 Billion spent this Black Friday, we hope that you took the opportunity to get a little piece for yourself. Tell us, how’d you do? Let’s talk about your website performance for Black Friday weekend…
So many marketers spend months preparing for this weekend and work overtime trying to send e-mails, execute ads and get the word out about their products and sales to maximize revenue. Managing coupon codes, carefully curating and planning your e-mail blasts, optimizing your products for search and spending a premium on social media and display ads are just some of the tactics that we see online retailers leveraging to increase their sales this weekend.
To say that there are a lot of factors that come into play when it comes to maximizing your sales during the biggest shopping weekend of the year is an understatement. Each of them are incredibly important, as your success during this weekend and the holiday shopping season in general depends on all of them. But there are a few factors that you may not have considered when it comes to your website and Cyber Monday or optimizing your website for online shopping in general.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n\n
You may think your new string of landing pages will perform well, but how does your site and campaign really stack up in terms of conversion and user experience?
\n\n
Ask yourself the following questions:
\n- \n
- What are website visitors doing once they arrive at our website? \n
- What can we do to improve our site for search engines and visitors? \n
- What are our best-performing pages? \n
- What do people outside our organization think about our website design? \n
- Are our current calls to action (CTAs) placed in the best spots for optimal conversion? \n
Optimization is a near-constant process of audits and improvements to create the best possible user experience. Here are our top tools to help you ensure that your website is performing for your users and helping your organization meet its marketing goals.
\n\n
![\"deckerdevs](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/deckerdevs%20-%20Page%20Load%20Speed%20Statistics%20Infographic.png\")
\n
Google Page Speed
\nGoogle Page Speed is a free site that helps you understand how your site is performing from a load time perspective on mobile and desktop browsers. Geared toward developers, it analyzes load times on each URL entered and provides a pass or fail grade for the performance of that page. It lays out opportunities for improvement and provides a full diagnostic report.
\n\n
Let’s look at the most important aspects of this report:
\n- \n
- \n
Largest Contentful Paint (LCP): Page Loading
\n
This gauges the main website content load speed , which should ideally be under 2.5 seconds. A load speed over 4 seconds is considered poor. The longer the main content on your website takes to load, the more likely users are to click away — and a higher bounce rate drastically decreases your conversion rate. It’s logical to conclude that the pages with the fastest load times would take preference in search engine rankings, since this is such a large contributor to user experience. \n
- \n
- \n
First Input Delay (FID): Interactivity
\n
First input delay is the length of time between a user interaction (say, clicking a CTA button) and processing that request. This metric is an important indicator of website responsiveness. Less than 100ms is a good score, while greater than 300ms is considered poor. The longer it takes for your website to respond to user requests, the more likely it is to frustrate users. When your goal is to keep your website visitors engaged, you want to do everything you can to ensure the experience is positive , and that means optimizing your interactivity. \n
- \n
- \n
Cumulative Layout Shift (CLS): Visual Stability
\nThis metric measures how often users experience unexpected layout shifts. Examples are a button or link moving when a user goes to click on it, or text shifting in an article that a user is trying to read. Once again, the user experience is easily impacted by unexpected movement or shifts of the elements on your website page. A score of 0.1 or less is ideal, with scores above 0.25 failing.
\n \n
Constantly running diagnostics and paying close attention to overall page load speed and website stability are particularly important in light of Google’s June 2021 algorithm update focusing on Google core vitals, which included ranking signals for loading speed, interactivity, and visual stability. Your page load speed is among the most critical factors when it comes to the success of your website. If the content your visitors most want to see doesn’t load fast enough, the back button is just a click away and it’s onto the next Google result. Optimizing your page speed can help you keep visitors on your website, increasing your chances of converting your traffic.
\n\n
How we use Google Page Speed
\nWe use this in combination with other speed testers. This allows us to review the recommendations and dig into what needs to be fixed. We are constantly taking over sites built by other agencies or developers, and one of the first things we jump into during these projects is how site performance can be improved across the board.
\n\n
Lucky Orange
\nWhen most organizations build webpages, they do so balancing aesthetics and how they expect a visitor to interact with their content. But how do you know that a website visitor is actually following the conversion path that you’ve so carefully laid in front of them?
\n\n
Lucky Orange is a heat map and session recording software that provides valuable data about how your visitors are interacting with your site. Heat maps show you the most active areas of your website and indicate the point your visitors are scrolling to, as well as what elements they are clicking or hovering over.
\n\n
Session recordings and heat maps show us how an individual visitor is interacting with our website in real time. Following their visits as they move through it helps you to better determine, not only where they are navigating, but also aspects of the site that may be confusing to them.
\n\n
You may want to ask yourself the following questions in conjunction with your analysis inside this tool:
\n- \n
- Is the user scrolling too much before taking the most essential actions? \n
- What are the most popular actions on the page? \n
- How can I prioritize content or CTAs to better convert prospects or improve the user experience? \n
- How does a mobile user session differ from a desktop user’s experience? \n
Understanding the answers to these questions will help you make layout improvements that should go a long way to improving your conversion rates.
\n\n
How we use Lucky Orange
Lucky Orange helps the team at deckerdevs audit everything from conversion optimization to site flow. We geek out in this tool, sifting through session recordings and watching user actions to help fix leaky funnels on our clients’ behalf.
\n
Usability Hub
\nIt can be difficult to obtain consistent feedback or know exactly what will work when you’re still in the design phases of your web project. Usability Hub is an end-to-end remote user testing platform. This tool is free for short (< 2 minute) tests of up to 5 questions. Usability Hub helps to uncover design issues early in the development process, preventing user experience issues that could be costing you money and conversions.
\n\n
Usability Hub also offers:
\n- \n
- Prototype testing \n
- Design surveys \n
- Preference tests \n
- Five-second tests \n
- First-click tests \n
This tool allows for live user feedback in many different formats. You can invite customers, clients, focus groups, or coworkers; or you can pay for the built in Usability Hub panel (a pool of over 340,000+ users) that allows you to target by demographics such as age, location, gender, income, and more.
This tool is great for pre-development feedback of design layouts or considerations for website updates.
How we use Usability Hub
It’s sometimes difficult to convince a client to use a tool like this, but it unlocks so many opportunities to help companies understand and get a real validation to a user experience. Because our deep knowledge of user experience brings a lot of value to clients, they’ll typically follow our recommendations instead of spending the extra money on a tool like this. Fostering the type of relationship that allows your clients to trust your recommendations implicitly is a big indicator that we’re doing things right, but when budget allows, this tool is a great option for those seeking usability feedback who may not have access to a trusted outsourced developer.
Attention Insight
\nIf you’re looking for feedback, but don’t necessarily have the time to rabbit hole into surveys and other usability tests, Attention Insights is a pre-launch analytics software that uses artificial intelligence (AI) to create heat maps based on predictions of user behavior data from eye tracking studies.
This AI-based feedback can help you make intelligent predictions about how users will interact with your website without conducting weeks of usability tests. The feedback can help you determine where to place CTA buttons, product images, pricing, descriptions, and other important information that you most want your visitors to interact with.
\n\n
Notable features:
\n- \n
- Attention heat maps: These predict areas catching the most attention \n
- Percentage of attention: based on area of interest \n
- Clarity score: This measures design clarity against other designs in the same category \n
- Focus maps: These tell which aspects of your design will be noticed in the first 3-5 seconds \n
All of the behavioral data housed within Attention Insight’s powerful AI tool gives incredibly valuable predictions for projects long before they’re launched, allowing you to make educated decisions regarding layout and design with proven feedback.
How we use Attention Insight
This is another tool we really want to use. While we haven’t had the opportunity to use it yet, we are currently working through a website redesign and will be running all of our new pages through it so we can get hands-on experience and see how awesome it really is. Don’t worry, we’ll keep you posted.
Google Analytics
\nWhile this is the best-known tool when it comes to page optimization and SEO, Google Analytics continues to provide valuable insight on page performance, including:
\n- \n
- Number of visitors \n
- Visitor referral source \n
- Visitor page actions \n
- How long visitors spend on each page \n
- When visitors leave your site \n
Analytics like this help determine your best- and worst-performing pages, see which referral sources are performing the best, and begin initial audits on opportunities to further test for improvement.
How we use Google Analytics
If Google Analytics is the bread, Google Tag Manager is the butter. So much stuff is going on here, and we have this on every site. You probably already have it installed on your website. If you aren't using Google Analytics, I don't even know what you are doing here. Get in there and get it going! Set up some conversion goals, analyze your traffic, and get to work.
\n\n
BrowserStack
\nHow does your website perform across browsers on multiple devices and operating systems? Testing all the major browsers, devices, and operating systems is important to determining any potential layout issues or bugs that exist across browsers.
BrowserStack boasts access to more than 3,000 real mobile devices and browsers on a cloud-based infrastructure that allows you to conduct comprehensive browser testing. This testing is necessary to help you troubleshoot design issues across browsers and devices, so no matter where your users are coming from they can have the intended experience.
How We Use Browserstack
We run every page we build through Browserstack, testing a variety of operating systems, devices, and browsers to make sure that our work looks great for all the users. It is totally worth it if you are making your own modules, website, or whatever.
Simply focusing on on- and off-page SEO factors isn’t enough to keep your site ranking and converting. Website performance depends on factors that change with every Google update. Regular usability and page performance tests, as well as implementing guides and best practices for uploading content, will go a long way to improving conversion rates and even boosting search engine rankings. Be sure to check out the tools that we’ve outlined here regardless of what development phase you’re in. The more focus you place on user experience, the better your chances of converting your website visitors into leads and customers.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n","rss_body":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n\n
You may think your new string of landing pages will perform well, but how does your site and campaign really stack up in terms of conversion and user experience?
\n\n
Ask yourself the following questions:
\n- \n
- What are website visitors doing once they arrive at our website? \n
- What can we do to improve our site for search engines and visitors? \n
- What are our best-performing pages? \n
- What do people outside our organization think about our website design? \n
- Are our current calls to action (CTAs) placed in the best spots for optimal conversion? \n
Optimization is a near-constant process of audits and improvements to create the best possible user experience. Here are our top tools to help you ensure that your website is performing for your users and helping your organization meet its marketing goals.
\n\n
\n
Google Page Speed
\nGoogle Page Speed is a free site that helps you understand how your site is performing from a load time perspective on mobile and desktop browsers. Geared toward developers, it analyzes load times on each URL entered and provides a pass or fail grade for the performance of that page. It lays out opportunities for improvement and provides a full diagnostic report.
\n\n
Let’s look at the most important aspects of this report:
\n- \n
- \n
Largest Contentful Paint (LCP): Page Loading
\n
This gauges the main website content load speed , which should ideally be under 2.5 seconds. A load speed over 4 seconds is considered poor. The longer the main content on your website takes to load, the more likely users are to click away — and a higher bounce rate drastically decreases your conversion rate. It’s logical to conclude that the pages with the fastest load times would take preference in search engine rankings, since this is such a large contributor to user experience. \n
- \n
- \n
First Input Delay (FID): Interactivity
\n
First input delay is the length of time between a user interaction (say, clicking a CTA button) and processing that request. This metric is an important indicator of website responsiveness. Less than 100ms is a good score, while greater than 300ms is considered poor. The longer it takes for your website to respond to user requests, the more likely it is to frustrate users. When your goal is to keep your website visitors engaged, you want to do everything you can to ensure the experience is positive , and that means optimizing your interactivity. \n
- \n
- \n
Cumulative Layout Shift (CLS): Visual Stability
\nThis metric measures how often users experience unexpected layout shifts. Examples are a button or link moving when a user goes to click on it, or text shifting in an article that a user is trying to read. Once again, the user experience is easily impacted by unexpected movement or shifts of the elements on your website page. A score of 0.1 or less is ideal, with scores above 0.25 failing.
\n \n
Constantly running diagnostics and paying close attention to overall page load speed and website stability are particularly important in light of Google’s June 2021 algorithm update focusing on Google core vitals, which included ranking signals for loading speed, interactivity, and visual stability. Your page load speed is among the most critical factors when it comes to the success of your website. If the content your visitors most want to see doesn’t load fast enough, the back button is just a click away and it’s onto the next Google result. Optimizing your page speed can help you keep visitors on your website, increasing your chances of converting your traffic.
\n\n
How we use Google Page Speed
\nWe use this in combination with other speed testers. This allows us to review the recommendations and dig into what needs to be fixed. We are constantly taking over sites built by other agencies or developers, and one of the first things we jump into during these projects is how site performance can be improved across the board.
\n\n
Lucky Orange
\nWhen most organizations build webpages, they do so balancing aesthetics and how they expect a visitor to interact with their content. But how do you know that a website visitor is actually following the conversion path that you’ve so carefully laid in front of them?
\n\n
Lucky Orange is a heat map and session recording software that provides valuable data about how your visitors are interacting with your site. Heat maps show you the most active areas of your website and indicate the point your visitors are scrolling to, as well as what elements they are clicking or hovering over.
\n\n
Session recordings and heat maps show us how an individual visitor is interacting with our website in real time. Following their visits as they move through it helps you to better determine, not only where they are navigating, but also aspects of the site that may be confusing to them.
\n\n
You may want to ask yourself the following questions in conjunction with your analysis inside this tool:
\n- \n
- Is the user scrolling too much before taking the most essential actions? \n
- What are the most popular actions on the page? \n
- How can I prioritize content or CTAs to better convert prospects or improve the user experience? \n
- How does a mobile user session differ from a desktop user’s experience? \n
Understanding the answers to these questions will help you make layout improvements that should go a long way to improving your conversion rates.
\n\n
How we use Lucky Orange
Lucky Orange helps the team at deckerdevs audit everything from conversion optimization to site flow. We geek out in this tool, sifting through session recordings and watching user actions to help fix leaky funnels on our clients’ behalf.
\n
Usability Hub
\nIt can be difficult to obtain consistent feedback or know exactly what will work when you’re still in the design phases of your web project. Usability Hub is an end-to-end remote user testing platform. This tool is free for short (< 2 minute) tests of up to 5 questions. Usability Hub helps to uncover design issues early in the development process, preventing user experience issues that could be costing you money and conversions.
\n\n
Usability Hub also offers:
\n- \n
- Prototype testing \n
- Design surveys \n
- Preference tests \n
- Five-second tests \n
- First-click tests \n
This tool allows for live user feedback in many different formats. You can invite customers, clients, focus groups, or coworkers; or you can pay for the built in Usability Hub panel (a pool of over 340,000+ users) that allows you to target by demographics such as age, location, gender, income, and more.
This tool is great for pre-development feedback of design layouts or considerations for website updates.
How we use Usability Hub
It’s sometimes difficult to convince a client to use a tool like this, but it unlocks so many opportunities to help companies understand and get a real validation to a user experience. Because our deep knowledge of user experience brings a lot of value to clients, they’ll typically follow our recommendations instead of spending the extra money on a tool like this. Fostering the type of relationship that allows your clients to trust your recommendations implicitly is a big indicator that we’re doing things right, but when budget allows, this tool is a great option for those seeking usability feedback who may not have access to a trusted outsourced developer.
Attention Insight
\nIf you’re looking for feedback, but don’t necessarily have the time to rabbit hole into surveys and other usability tests, Attention Insights is a pre-launch analytics software that uses artificial intelligence (AI) to create heat maps based on predictions of user behavior data from eye tracking studies.
This AI-based feedback can help you make intelligent predictions about how users will interact with your website without conducting weeks of usability tests. The feedback can help you determine where to place CTA buttons, product images, pricing, descriptions, and other important information that you most want your visitors to interact with.
\n\n
Notable features:
\n- \n
- Attention heat maps: These predict areas catching the most attention \n
- Percentage of attention: based on area of interest \n
- Clarity score: This measures design clarity against other designs in the same category \n
- Focus maps: These tell which aspects of your design will be noticed in the first 3-5 seconds \n
All of the behavioral data housed within Attention Insight’s powerful AI tool gives incredibly valuable predictions for projects long before they’re launched, allowing you to make educated decisions regarding layout and design with proven feedback.
How we use Attention Insight
This is another tool we really want to use. While we haven’t had the opportunity to use it yet, we are currently working through a website redesign and will be running all of our new pages through it so we can get hands-on experience and see how awesome it really is. Don’t worry, we’ll keep you posted.
Google Analytics
\nWhile this is the best-known tool when it comes to page optimization and SEO, Google Analytics continues to provide valuable insight on page performance, including:
\n- \n
- Number of visitors \n
- Visitor referral source \n
- Visitor page actions \n
- How long visitors spend on each page \n
- When visitors leave your site \n
Analytics like this help determine your best- and worst-performing pages, see which referral sources are performing the best, and begin initial audits on opportunities to further test for improvement.
How we use Google Analytics
If Google Analytics is the bread, Google Tag Manager is the butter. So much stuff is going on here, and we have this on every site. You probably already have it installed on your website. If you aren't using Google Analytics, I don't even know what you are doing here. Get in there and get it going! Set up some conversion goals, analyze your traffic, and get to work.
\n\n
BrowserStack
\nHow does your website perform across browsers on multiple devices and operating systems? Testing all the major browsers, devices, and operating systems is important to determining any potential layout issues or bugs that exist across browsers.
BrowserStack boasts access to more than 3,000 real mobile devices and browsers on a cloud-based infrastructure that allows you to conduct comprehensive browser testing. This testing is necessary to help you troubleshoot design issues across browsers and devices, so no matter where your users are coming from they can have the intended experience.
How We Use Browserstack
We run every page we build through Browserstack, testing a variety of operating systems, devices, and browsers to make sure that our work looks great for all the users. It is totally worth it if you are making your own modules, website, or whatever.
Simply focusing on on- and off-page SEO factors isn’t enough to keep your site ranking and converting. Website performance depends on factors that change with every Google update. Regular usability and page performance tests, as well as implementing guides and best practices for uploading content, will go a long way to improving conversion rates and even boosting search engine rankings. Be sure to check out the tools that we’ve outlined here regardless of what development phase you’re in. The more focus you place on user experience, the better your chances of converting your website visitors into leads and customers.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n","blog_post_schedule_task_uid":null,"blog_publish_to_social_media_task":"DONE_NOT_SENT","blog_publish_instant_email_task_uid":null,"blog_publish_instant_email_campaign_id":null,"blog_publish_instant_email_retry_count":null,"keywords":[],"head_html":null,"footer_html":null,"attached_stylesheets":[],"enable_domain_stylesheets":null,"include_default_custom_css":null,"meta_description":"More than SEO: Here are our top website optimization tools for increasing conversions and optimizing your website. ","meta_keywords":null,"layout_sections":{},"past_mab_experiment_ids":[],"deleted_by":null,"featured_image_alt_text":"","enable_layout_stylesheets":null,"tweet":null,"tweet_at":null,"campaign_name":null,"campaign_utm":null,"tweet_immediately":false,"publish_immediately":true,"security_state":"NONE","scheduled_update_date":0,"placement_guids":[],"property_for_dynamic_page_title":null,"property_for_dynamic_page_slug":null,"property_for_dynamic_page_meta_description":null,"property_for_dynamic_page_featured_image":null,"property_for_dynamic_page_canonical_url":null,"preview_image_src":null,"legacy_blog_tabid":null,"legacy_post_guid":null,"performable_variation_letter":null,"style_override_id":null,"has_user_changes":true,"css":{},"css_text":"","unpublished_at":0,"published_by_id":61310730,"allowed_slug_conflict":false,"ai_features":null,"link_rel_canonical_url":"","page_redirected":false,"page_expiry_enabled":null,"page_expiry_date":null,"page_expiry_redirect_id":null,"page_expiry_redirect_url":null,"deleted_by_id":null,"state_when_deleted":null,"cloned_from":null,"staged_from":null,"personas":[],"compose_body":null,"featured_image":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","featured_image_width":1080,"featured_image_height":1080,"publish_timezone_offset":null,"theme_settings_values":null,"password":null,"header":null,"published_at":1722396468368,"last_edit_session_id":null,"last_edit_update_id":null,"created_by_agent":null},"metaDescription":"More than SEO: Here are our top website optimization tools for increasing conversions and optimizing your website. ","metaKeywords":null,"name":"5 Website Optimization Tools to Boost Conversions","nextPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/continuous%20improvement.webp","nextPostFeaturedImageAltText":"","nextPostName":"HubSpot CMS Web Design: The Continuous Improvement Model","nextPostSlug":"blogs/hubspot-cms-web-design-in-2022-continuous-improvement-model","pageExpiryDate":null,"pageExpiryEnabled":null,"pageExpiryRedirectId":null,"pageExpiryRedirectUrl":null,"pageRedirected":false,"pageTitle":"5 Website Optimization Tools to Boost Conversions","parentBlog":{"absoluteUrl":"https://deckerdevs.com/blogs","allowComments":true,"ampBodyColor":"#404040","ampBodyFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampBodyFontSize":"18","ampCustomCss":"","ampHeaderBackgroundColor":"#ffffff","ampHeaderColor":"#1e1e1e","ampHeaderFont":"'Helvetica Neue', Helvetica, Arial, sans-serif","ampHeaderFontSize":"36","ampLinkColor":"#416bb3","ampLogoAlt":"","ampLogoHeight":0,"ampLogoSrc":"","ampLogoWidth":0,"analyticsPageId":62179259185,"attachedStylesheets":[],"audienceAccess":"PUBLIC","businessUnitId":null,"captchaAfterDays":7,"captchaAlways":false,"categoryId":3,"cdnPurgeEmbargoTime":null,"closeCommentsOlder":0,"commentDateFormat":"medium","commentFormGuid":"cb653aa1-3db4-4167-9b59-744c46d49682","commentMaxThreadDepth":3,"commentModeration":false,"commentNotificationEmails":["nicholas@deckerdevs.com","jessica@deckerdevs.com"],"commentShouldCreateContact":true,"commentVerificationText":"Thanks for participating in this conversation! We look forward to responding and to assisting where we can","cosObjectType":"BLOG","created":1639786189589,"createdDateTime":1639786189589,"dailyNotificationEmailId":null,"dateFormattingLanguage":null,"defaultGroupStyleId":"","defaultNotificationFromName":"","defaultNotificationReplyTo":"","deletedAt":0,"description":"rev up your hubspot system to the max! deckerdevs' turbo-charged blog is your ultimate guide to harnessing the full potential of hubspot development. unleash the marketing magic with ingenious tips, tricks, and hacks. get ready to level up your hubspot game!","domain":"","domainWhenPublished":"deckerdevs.com","emailApiSubscriptionId":null,"enableGoogleAmpOutput":false,"enableSocialAutoPublishing":false,"generateJsonLdEnabled":true,"header":null,"htmlFooter":"","htmlFooterIsShared":true,"htmlHead":"","htmlHeadIsShared":true,"htmlKeywords":[],"htmlTitle":"deckerdevs thought nuggets","id":62179259185,"ilsSubscriptionListsByType":{},"instantNotificationEmailId":null,"itemLayoutId":null,"itemTemplateIsShared":false,"itemTemplatePath":"deckerdevs-theme/templates/blog-content.html","label":"deckerdevs live blog","language":"en","legacyGuid":null,"legacyModuleId":null,"legacyTabId":null,"listingLayoutId":null,"listingPageId":62179259186,"listingTemplatePath":"","liveDomain":"deckerdevs.com","monthFilterFormat":"MMMM yyyy","monthlyNotificationEmailId":null,"name":"deckerdevs live blog","parentBlogUpdateTaskId":null,"portalId":6534445,"postHtmlFooter":"","postHtmlHead":"","postsPerListingPage":9,"postsPerRssFeed":10,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publicTitle":"thought nuggets","publishDateFormat":"medium","resolvedDomain":"deckerdevs.com","rootUrl":"https://deckerdevs.com/blogs","rssCustomFeed":null,"rssDescription":null,"rssItemFooter":null,"rssItemHeader":null,"settingsOverrides":{"itemLayoutId":false,"itemTemplatePath":false,"itemTemplateIsShared":false,"listingLayoutId":false,"listingTemplatePath":false,"postsPerListingPage":false,"showSummaryInListing":false,"useFeaturedImageInSummary":false,"htmlHead":false,"postHtmlHead":false,"htmlHeadIsShared":false,"htmlFooter":false,"listingPageHtmlFooter":false,"postHtmlFooter":false,"htmlFooterIsShared":false,"attachedStylesheets":false,"postsPerRssFeed":false,"showSummaryInRss":false,"showSummaryInEmails":false,"showSummariesInEmails":false,"allowComments":false,"commentShouldCreateContact":false,"commentModeration":false,"closeCommentsOlder":false,"commentNotificationEmails":false,"commentMaxThreadDepth":false,"commentVerificationText":false,"socialAccountTwitter":false,"showSocialLinkTwitter":false,"showSocialLinkLinkedin":false,"showSocialLinkFacebook":false,"enableGoogleAmpOutput":false,"ampLogoSrc":false,"ampLogoHeight":false,"ampLogoWidth":false,"ampLogoAlt":false,"ampHeaderFont":false,"ampHeaderFontSize":false,"ampHeaderColor":false,"ampHeaderBackgroundColor":false,"ampBodyFont":false,"ampBodyFontSize":false,"ampBodyColor":false,"ampLinkColor":false,"generateJsonLdEnabled":false},"showSocialLinkFacebook":true,"showSocialLinkLinkedin":true,"showSocialLinkTwitter":true,"showSummaryInEmails":true,"showSummaryInListing":true,"showSummaryInRss":true,"siteId":null,"slug":"blogs","socialAccountTwitter":"","state":null,"subscriptionContactsProperty":null,"subscriptionEmailType":null,"subscriptionFormGuid":null,"subscriptionListsByType":{},"title":null,"translatedFromId":null,"translations":{},"updated":1712344124471,"updatedDateTime":1712344124471,"urlBase":"deckerdevs.com/blogs","urlSegments":{"all":"all","archive":"archive","author":"author","page":"page","tag":"tag"},"useFeaturedImageInSummary":true,"usesDefaultTemplate":false,"weeklyNotificationEmailId":null},"password":null,"pastMabExperimentIds":[],"performableGuid":null,"performableVariationLetter":null,"personas":[],"placementGuids":[],"portableKey":null,"portalId":6534445,"position":null,"postBody":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n\n
You may think your new string of landing pages will perform well, but how does your site and campaign really stack up in terms of conversion and user experience?
\n\n
Ask yourself the following questions:
\n- \n
- What are website visitors doing once they arrive at our website? \n
- What can we do to improve our site for search engines and visitors? \n
- What are our best-performing pages? \n
- What do people outside our organization think about our website design? \n
- Are our current calls to action (CTAs) placed in the best spots for optimal conversion? \n
Optimization is a near-constant process of audits and improvements to create the best possible user experience. Here are our top tools to help you ensure that your website is performing for your users and helping your organization meet its marketing goals.
\n\n
\n
Google Page Speed
\nGoogle Page Speed is a free site that helps you understand how your site is performing from a load time perspective on mobile and desktop browsers. Geared toward developers, it analyzes load times on each URL entered and provides a pass or fail grade for the performance of that page. It lays out opportunities for improvement and provides a full diagnostic report.
\n\n
Let’s look at the most important aspects of this report:
\n- \n
- \n
Largest Contentful Paint (LCP): Page Loading
\n
This gauges the main website content load speed , which should ideally be under 2.5 seconds. A load speed over 4 seconds is considered poor. The longer the main content on your website takes to load, the more likely users are to click away — and a higher bounce rate drastically decreases your conversion rate. It’s logical to conclude that the pages with the fastest load times would take preference in search engine rankings, since this is such a large contributor to user experience. \n
- \n
- \n
First Input Delay (FID): Interactivity
\n
First input delay is the length of time between a user interaction (say, clicking a CTA button) and processing that request. This metric is an important indicator of website responsiveness. Less than 100ms is a good score, while greater than 300ms is considered poor. The longer it takes for your website to respond to user requests, the more likely it is to frustrate users. When your goal is to keep your website visitors engaged, you want to do everything you can to ensure the experience is positive , and that means optimizing your interactivity. \n
- \n
- \n
Cumulative Layout Shift (CLS): Visual Stability
\nThis metric measures how often users experience unexpected layout shifts. Examples are a button or link moving when a user goes to click on it, or text shifting in an article that a user is trying to read. Once again, the user experience is easily impacted by unexpected movement or shifts of the elements on your website page. A score of 0.1 or less is ideal, with scores above 0.25 failing.
\n \n
Constantly running diagnostics and paying close attention to overall page load speed and website stability are particularly important in light of Google’s June 2021 algorithm update focusing on Google core vitals, which included ranking signals for loading speed, interactivity, and visual stability. Your page load speed is among the most critical factors when it comes to the success of your website. If the content your visitors most want to see doesn’t load fast enough, the back button is just a click away and it’s onto the next Google result. Optimizing your page speed can help you keep visitors on your website, increasing your chances of converting your traffic.
\n\n
How we use Google Page Speed
\nWe use this in combination with other speed testers. This allows us to review the recommendations and dig into what needs to be fixed. We are constantly taking over sites built by other agencies or developers, and one of the first things we jump into during these projects is how site performance can be improved across the board.
\n\n
Lucky Orange
\nWhen most organizations build webpages, they do so balancing aesthetics and how they expect a visitor to interact with their content. But how do you know that a website visitor is actually following the conversion path that you’ve so carefully laid in front of them?
\n\n
Lucky Orange is a heat map and session recording software that provides valuable data about how your visitors are interacting with your site. Heat maps show you the most active areas of your website and indicate the point your visitors are scrolling to, as well as what elements they are clicking or hovering over.
\n\n
Session recordings and heat maps show us how an individual visitor is interacting with our website in real time. Following their visits as they move through it helps you to better determine, not only where they are navigating, but also aspects of the site that may be confusing to them.
\n\n
You may want to ask yourself the following questions in conjunction with your analysis inside this tool:
\n- \n
- Is the user scrolling too much before taking the most essential actions? \n
- What are the most popular actions on the page? \n
- How can I prioritize content or CTAs to better convert prospects or improve the user experience? \n
- How does a mobile user session differ from a desktop user’s experience? \n
Understanding the answers to these questions will help you make layout improvements that should go a long way to improving your conversion rates.
\n\n
How we use Lucky Orange
Lucky Orange helps the team at deckerdevs audit everything from conversion optimization to site flow. We geek out in this tool, sifting through session recordings and watching user actions to help fix leaky funnels on our clients’ behalf.
\n
Usability Hub
\nIt can be difficult to obtain consistent feedback or know exactly what will work when you’re still in the design phases of your web project. Usability Hub is an end-to-end remote user testing platform. This tool is free for short (< 2 minute) tests of up to 5 questions. Usability Hub helps to uncover design issues early in the development process, preventing user experience issues that could be costing you money and conversions.
\n\n
Usability Hub also offers:
\n- \n
- Prototype testing \n
- Design surveys \n
- Preference tests \n
- Five-second tests \n
- First-click tests \n
This tool allows for live user feedback in many different formats. You can invite customers, clients, focus groups, or coworkers; or you can pay for the built in Usability Hub panel (a pool of over 340,000+ users) that allows you to target by demographics such as age, location, gender, income, and more.
This tool is great for pre-development feedback of design layouts or considerations for website updates.
How we use Usability Hub
It’s sometimes difficult to convince a client to use a tool like this, but it unlocks so many opportunities to help companies understand and get a real validation to a user experience. Because our deep knowledge of user experience brings a lot of value to clients, they’ll typically follow our recommendations instead of spending the extra money on a tool like this. Fostering the type of relationship that allows your clients to trust your recommendations implicitly is a big indicator that we’re doing things right, but when budget allows, this tool is a great option for those seeking usability feedback who may not have access to a trusted outsourced developer.
Attention Insight
\nIf you’re looking for feedback, but don’t necessarily have the time to rabbit hole into surveys and other usability tests, Attention Insights is a pre-launch analytics software that uses artificial intelligence (AI) to create heat maps based on predictions of user behavior data from eye tracking studies.
This AI-based feedback can help you make intelligent predictions about how users will interact with your website without conducting weeks of usability tests. The feedback can help you determine where to place CTA buttons, product images, pricing, descriptions, and other important information that you most want your visitors to interact with.
\n\n
Notable features:
\n- \n
- Attention heat maps: These predict areas catching the most attention \n
- Percentage of attention: based on area of interest \n
- Clarity score: This measures design clarity against other designs in the same category \n
- Focus maps: These tell which aspects of your design will be noticed in the first 3-5 seconds \n
All of the behavioral data housed within Attention Insight’s powerful AI tool gives incredibly valuable predictions for projects long before they’re launched, allowing you to make educated decisions regarding layout and design with proven feedback.
How we use Attention Insight
This is another tool we really want to use. While we haven’t had the opportunity to use it yet, we are currently working through a website redesign and will be running all of our new pages through it so we can get hands-on experience and see how awesome it really is. Don’t worry, we’ll keep you posted.
Google Analytics
\nWhile this is the best-known tool when it comes to page optimization and SEO, Google Analytics continues to provide valuable insight on page performance, including:
\n- \n
- Number of visitors \n
- Visitor referral source \n
- Visitor page actions \n
- How long visitors spend on each page \n
- When visitors leave your site \n
Analytics like this help determine your best- and worst-performing pages, see which referral sources are performing the best, and begin initial audits on opportunities to further test for improvement.
How we use Google Analytics
If Google Analytics is the bread, Google Tag Manager is the butter. So much stuff is going on here, and we have this on every site. You probably already have it installed on your website. If you aren't using Google Analytics, I don't even know what you are doing here. Get in there and get it going! Set up some conversion goals, analyze your traffic, and get to work.
\n\n
BrowserStack
\nHow does your website perform across browsers on multiple devices and operating systems? Testing all the major browsers, devices, and operating systems is important to determining any potential layout issues or bugs that exist across browsers.
BrowserStack boasts access to more than 3,000 real mobile devices and browsers on a cloud-based infrastructure that allows you to conduct comprehensive browser testing. This testing is necessary to help you troubleshoot design issues across browsers and devices, so no matter where your users are coming from they can have the intended experience.
How We Use Browserstack
We run every page we build through Browserstack, testing a variety of operating systems, devices, and browsers to make sure that our work looks great for all the users. It is totally worth it if you are making your own modules, website, or whatever.
Simply focusing on on- and off-page SEO factors isn’t enough to keep your site ranking and converting. Website performance depends on factors that change with every Google update. Regular usability and page performance tests, as well as implementing guides and best practices for uploading content, will go a long way to improving conversion rates and even boosting search engine rankings. Be sure to check out the tools that we’ve outlined here regardless of what development phase you’re in. The more focus you place on user experience, the better your chances of converting your website visitors into leads and customers.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n\n
You may think your new string of landing pages will perform well, but how does your site and campaign really stack up in terms of conversion and user experience?
\n\n
Ask yourself the following questions:
\n- \n
- What are website visitors doing once they arrive at our website? \n
- What can we do to improve our site for search engines and visitors? \n
- What are our best-performing pages? \n
- What do people outside our organization think about our website design? \n
- Are our current calls to action (CTAs) placed in the best spots for optimal conversion? \n
Optimization is a near-constant process of audits and improvements to create the best possible user experience. Here are our top tools to help you ensure that your website is performing for your users and helping your organization meet its marketing goals.
\n\n
\n
Google Page Speed
\nGoogle Page Speed is a free site that helps you understand how your site is performing from a load time perspective on mobile and desktop browsers. Geared toward developers, it analyzes load times on each URL entered and provides a pass or fail grade for the performance of that page. It lays out opportunities for improvement and provides a full diagnostic report.
\n\n
Let’s look at the most important aspects of this report:
\n- \n
- \n
Largest Contentful Paint (LCP): Page Loading
\n
This gauges the main website content load speed , which should ideally be under 2.5 seconds. A load speed over 4 seconds is considered poor. The longer the main content on your website takes to load, the more likely users are to click away — and a higher bounce rate drastically decreases your conversion rate. It’s logical to conclude that the pages with the fastest load times would take preference in search engine rankings, since this is such a large contributor to user experience. \n
- \n
- \n
First Input Delay (FID): Interactivity
\n
First input delay is the length of time between a user interaction (say, clicking a CTA button) and processing that request. This metric is an important indicator of website responsiveness. Less than 100ms is a good score, while greater than 300ms is considered poor. The longer it takes for your website to respond to user requests, the more likely it is to frustrate users. When your goal is to keep your website visitors engaged, you want to do everything you can to ensure the experience is positive , and that means optimizing your interactivity. \n
- \n
- \n
Cumulative Layout Shift (CLS): Visual Stability
\nThis metric measures how often users experience unexpected layout shifts. Examples are a button or link moving when a user goes to click on it, or text shifting in an article that a user is trying to read. Once again, the user experience is easily impacted by unexpected movement or shifts of the elements on your website page. A score of 0.1 or less is ideal, with scores above 0.25 failing.
\n \n
Constantly running diagnostics and paying close attention to overall page load speed and website stability are particularly important in light of Google’s June 2021 algorithm update focusing on Google core vitals, which included ranking signals for loading speed, interactivity, and visual stability. Your page load speed is among the most critical factors when it comes to the success of your website. If the content your visitors most want to see doesn’t load fast enough, the back button is just a click away and it’s onto the next Google result. Optimizing your page speed can help you keep visitors on your website, increasing your chances of converting your traffic.
\n\n
How we use Google Page Speed
\nWe use this in combination with other speed testers. This allows us to review the recommendations and dig into what needs to be fixed. We are constantly taking over sites built by other agencies or developers, and one of the first things we jump into during these projects is how site performance can be improved across the board.
\n\n
Lucky Orange
\nWhen most organizations build webpages, they do so balancing aesthetics and how they expect a visitor to interact with their content. But how do you know that a website visitor is actually following the conversion path that you’ve so carefully laid in front of them?
\n\n
Lucky Orange is a heat map and session recording software that provides valuable data about how your visitors are interacting with your site. Heat maps show you the most active areas of your website and indicate the point your visitors are scrolling to, as well as what elements they are clicking or hovering over.
\n\n
Session recordings and heat maps show us how an individual visitor is interacting with our website in real time. Following their visits as they move through it helps you to better determine, not only where they are navigating, but also aspects of the site that may be confusing to them.
\n\n
You may want to ask yourself the following questions in conjunction with your analysis inside this tool:
\n- \n
- Is the user scrolling too much before taking the most essential actions? \n
- What are the most popular actions on the page? \n
- How can I prioritize content or CTAs to better convert prospects or improve the user experience? \n
- How does a mobile user session differ from a desktop user’s experience? \n
Understanding the answers to these questions will help you make layout improvements that should go a long way to improving your conversion rates.
\n\n
How we use Lucky Orange
Lucky Orange helps the team at deckerdevs audit everything from conversion optimization to site flow. We geek out in this tool, sifting through session recordings and watching user actions to help fix leaky funnels on our clients’ behalf.
\n
Usability Hub
\nIt can be difficult to obtain consistent feedback or know exactly what will work when you’re still in the design phases of your web project. Usability Hub is an end-to-end remote user testing platform. This tool is free for short (< 2 minute) tests of up to 5 questions. Usability Hub helps to uncover design issues early in the development process, preventing user experience issues that could be costing you money and conversions.
\n\n
Usability Hub also offers:
\n- \n
- Prototype testing \n
- Design surveys \n
- Preference tests \n
- Five-second tests \n
- First-click tests \n
This tool allows for live user feedback in many different formats. You can invite customers, clients, focus groups, or coworkers; or you can pay for the built in Usability Hub panel (a pool of over 340,000+ users) that allows you to target by demographics such as age, location, gender, income, and more.
This tool is great for pre-development feedback of design layouts or considerations for website updates.
How we use Usability Hub
It’s sometimes difficult to convince a client to use a tool like this, but it unlocks so many opportunities to help companies understand and get a real validation to a user experience. Because our deep knowledge of user experience brings a lot of value to clients, they’ll typically follow our recommendations instead of spending the extra money on a tool like this. Fostering the type of relationship that allows your clients to trust your recommendations implicitly is a big indicator that we’re doing things right, but when budget allows, this tool is a great option for those seeking usability feedback who may not have access to a trusted outsourced developer.
Attention Insight
\nIf you’re looking for feedback, but don’t necessarily have the time to rabbit hole into surveys and other usability tests, Attention Insights is a pre-launch analytics software that uses artificial intelligence (AI) to create heat maps based on predictions of user behavior data from eye tracking studies.
This AI-based feedback can help you make intelligent predictions about how users will interact with your website without conducting weeks of usability tests. The feedback can help you determine where to place CTA buttons, product images, pricing, descriptions, and other important information that you most want your visitors to interact with.
\n\n
Notable features:
\n- \n
- Attention heat maps: These predict areas catching the most attention \n
- Percentage of attention: based on area of interest \n
- Clarity score: This measures design clarity against other designs in the same category \n
- Focus maps: These tell which aspects of your design will be noticed in the first 3-5 seconds \n
All of the behavioral data housed within Attention Insight’s powerful AI tool gives incredibly valuable predictions for projects long before they’re launched, allowing you to make educated decisions regarding layout and design with proven feedback.
How we use Attention Insight
This is another tool we really want to use. While we haven’t had the opportunity to use it yet, we are currently working through a website redesign and will be running all of our new pages through it so we can get hands-on experience and see how awesome it really is. Don’t worry, we’ll keep you posted.
Google Analytics
\nWhile this is the best-known tool when it comes to page optimization and SEO, Google Analytics continues to provide valuable insight on page performance, including:
\n- \n
- Number of visitors \n
- Visitor referral source \n
- Visitor page actions \n
- How long visitors spend on each page \n
- When visitors leave your site \n
Analytics like this help determine your best- and worst-performing pages, see which referral sources are performing the best, and begin initial audits on opportunities to further test for improvement.
How we use Google Analytics
If Google Analytics is the bread, Google Tag Manager is the butter. So much stuff is going on here, and we have this on every site. You probably already have it installed on your website. If you aren't using Google Analytics, I don't even know what you are doing here. Get in there and get it going! Set up some conversion goals, analyze your traffic, and get to work.
\n\n
BrowserStack
\nHow does your website perform across browsers on multiple devices and operating systems? Testing all the major browsers, devices, and operating systems is important to determining any potential layout issues or bugs that exist across browsers.
BrowserStack boasts access to more than 3,000 real mobile devices and browsers on a cloud-based infrastructure that allows you to conduct comprehensive browser testing. This testing is necessary to help you troubleshoot design issues across browsers and devices, so no matter where your users are coming from they can have the intended experience.
How We Use Browserstack
We run every page we build through Browserstack, testing a variety of operating systems, devices, and browsers to make sure that our work looks great for all the users. It is totally worth it if you are making your own modules, website, or whatever.
Simply focusing on on- and off-page SEO factors isn’t enough to keep your site ranking and converting. Website performance depends on factors that change with every Google update. Regular usability and page performance tests, as well as implementing guides and best practices for uploading content, will go a long way to improving conversion rates and even boosting search engine rankings. Be sure to check out the tools that we’ve outlined here regardless of what development phase you’re in. The more focus you place on user experience, the better your chances of converting your website visitors into leads and customers.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n","postFeaturedImageIfEnabled":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","postListContent":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n","postListSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","postRssContent":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n","postRssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","postSummary":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n","postSummaryRss":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n","postTemplate":"deckerdevs-theme/templates/blog-content.html","previewImageSrc":null,"previewKey":"lQIuRtlA","previousPostFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/I%20LOOKED%20AT%20YOUR%20WEBSITE-jpg.jpeg","previousPostFeaturedImageAltText":"","previousPostName":"How’d you do? Let’s Talk Site Performance for Black Friday Weekend","previousPostSlug":"blogs/howd-you-do-lets-talk-site-performance-for-black-friday-weekend","processingStatus":"PUBLISHED","propertyForDynamicPageCanonicalUrl":null,"propertyForDynamicPageFeaturedImage":null,"propertyForDynamicPageMetaDescription":null,"propertyForDynamicPageSlug":null,"propertyForDynamicPageTitle":null,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publishDate":1642439374000,"publishDateLocalTime":1642439374000,"publishDateLocalized":{"date":1642439374000,"format":"medium","language":null},"publishImmediately":true,"publishTimezoneOffset":null,"publishedAt":1722396468368,"publishedByEmail":null,"publishedById":61310730,"publishedByName":null,"publishedUrl":"https://deckerdevs.com/blogs/5-website-optimization-tools-to-boost-conversions","resolvedDomain":"deckerdevs.com","resolvedLanguage":null,"rssBody":"
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n\n
You may think your new string of landing pages will perform well, but how does your site and campaign really stack up in terms of conversion and user experience?
\n\n
Ask yourself the following questions:
\n- \n
- What are website visitors doing once they arrive at our website? \n
- What can we do to improve our site for search engines and visitors? \n
- What are our best-performing pages? \n
- What do people outside our organization think about our website design? \n
- Are our current calls to action (CTAs) placed in the best spots for optimal conversion? \n
Optimization is a near-constant process of audits and improvements to create the best possible user experience. Here are our top tools to help you ensure that your website is performing for your users and helping your organization meet its marketing goals.
\n\n
\n
Google Page Speed
\nGoogle Page Speed is a free site that helps you understand how your site is performing from a load time perspective on mobile and desktop browsers. Geared toward developers, it analyzes load times on each URL entered and provides a pass or fail grade for the performance of that page. It lays out opportunities for improvement and provides a full diagnostic report.
\n\n
Let’s look at the most important aspects of this report:
\n- \n
- \n
Largest Contentful Paint (LCP): Page Loading
\n
This gauges the main website content load speed , which should ideally be under 2.5 seconds. A load speed over 4 seconds is considered poor. The longer the main content on your website takes to load, the more likely users are to click away — and a higher bounce rate drastically decreases your conversion rate. It’s logical to conclude that the pages with the fastest load times would take preference in search engine rankings, since this is such a large contributor to user experience. \n
- \n
- \n
First Input Delay (FID): Interactivity
\n
First input delay is the length of time between a user interaction (say, clicking a CTA button) and processing that request. This metric is an important indicator of website responsiveness. Less than 100ms is a good score, while greater than 300ms is considered poor. The longer it takes for your website to respond to user requests, the more likely it is to frustrate users. When your goal is to keep your website visitors engaged, you want to do everything you can to ensure the experience is positive , and that means optimizing your interactivity. \n
- \n
- \n
Cumulative Layout Shift (CLS): Visual Stability
\nThis metric measures how often users experience unexpected layout shifts. Examples are a button or link moving when a user goes to click on it, or text shifting in an article that a user is trying to read. Once again, the user experience is easily impacted by unexpected movement or shifts of the elements on your website page. A score of 0.1 or less is ideal, with scores above 0.25 failing.
\n \n
Constantly running diagnostics and paying close attention to overall page load speed and website stability are particularly important in light of Google’s June 2021 algorithm update focusing on Google core vitals, which included ranking signals for loading speed, interactivity, and visual stability. Your page load speed is among the most critical factors when it comes to the success of your website. If the content your visitors most want to see doesn’t load fast enough, the back button is just a click away and it’s onto the next Google result. Optimizing your page speed can help you keep visitors on your website, increasing your chances of converting your traffic.
\n\n
How we use Google Page Speed
\nWe use this in combination with other speed testers. This allows us to review the recommendations and dig into what needs to be fixed. We are constantly taking over sites built by other agencies or developers, and one of the first things we jump into during these projects is how site performance can be improved across the board.
\n\n
Lucky Orange
\nWhen most organizations build webpages, they do so balancing aesthetics and how they expect a visitor to interact with their content. But how do you know that a website visitor is actually following the conversion path that you’ve so carefully laid in front of them?
\n\n
Lucky Orange is a heat map and session recording software that provides valuable data about how your visitors are interacting with your site. Heat maps show you the most active areas of your website and indicate the point your visitors are scrolling to, as well as what elements they are clicking or hovering over.
\n\n
Session recordings and heat maps show us how an individual visitor is interacting with our website in real time. Following their visits as they move through it helps you to better determine, not only where they are navigating, but also aspects of the site that may be confusing to them.
\n\n
You may want to ask yourself the following questions in conjunction with your analysis inside this tool:
\n- \n
- Is the user scrolling too much before taking the most essential actions? \n
- What are the most popular actions on the page? \n
- How can I prioritize content or CTAs to better convert prospects or improve the user experience? \n
- How does a mobile user session differ from a desktop user’s experience? \n
Understanding the answers to these questions will help you make layout improvements that should go a long way to improving your conversion rates.
\n\n
How we use Lucky Orange
Lucky Orange helps the team at deckerdevs audit everything from conversion optimization to site flow. We geek out in this tool, sifting through session recordings and watching user actions to help fix leaky funnels on our clients’ behalf.
\n
Usability Hub
\nIt can be difficult to obtain consistent feedback or know exactly what will work when you’re still in the design phases of your web project. Usability Hub is an end-to-end remote user testing platform. This tool is free for short (< 2 minute) tests of up to 5 questions. Usability Hub helps to uncover design issues early in the development process, preventing user experience issues that could be costing you money and conversions.
\n\n
Usability Hub also offers:
\n- \n
- Prototype testing \n
- Design surveys \n
- Preference tests \n
- Five-second tests \n
- First-click tests \n
This tool allows for live user feedback in many different formats. You can invite customers, clients, focus groups, or coworkers; or you can pay for the built in Usability Hub panel (a pool of over 340,000+ users) that allows you to target by demographics such as age, location, gender, income, and more.
This tool is great for pre-development feedback of design layouts or considerations for website updates.
How we use Usability Hub
It’s sometimes difficult to convince a client to use a tool like this, but it unlocks so many opportunities to help companies understand and get a real validation to a user experience. Because our deep knowledge of user experience brings a lot of value to clients, they’ll typically follow our recommendations instead of spending the extra money on a tool like this. Fostering the type of relationship that allows your clients to trust your recommendations implicitly is a big indicator that we’re doing things right, but when budget allows, this tool is a great option for those seeking usability feedback who may not have access to a trusted outsourced developer.
Attention Insight
\nIf you’re looking for feedback, but don’t necessarily have the time to rabbit hole into surveys and other usability tests, Attention Insights is a pre-launch analytics software that uses artificial intelligence (AI) to create heat maps based on predictions of user behavior data from eye tracking studies.
This AI-based feedback can help you make intelligent predictions about how users will interact with your website without conducting weeks of usability tests. The feedback can help you determine where to place CTA buttons, product images, pricing, descriptions, and other important information that you most want your visitors to interact with.
\n\n
Notable features:
\n- \n
- Attention heat maps: These predict areas catching the most attention \n
- Percentage of attention: based on area of interest \n
- Clarity score: This measures design clarity against other designs in the same category \n
- Focus maps: These tell which aspects of your design will be noticed in the first 3-5 seconds \n
All of the behavioral data housed within Attention Insight’s powerful AI tool gives incredibly valuable predictions for projects long before they’re launched, allowing you to make educated decisions regarding layout and design with proven feedback.
How we use Attention Insight
This is another tool we really want to use. While we haven’t had the opportunity to use it yet, we are currently working through a website redesign and will be running all of our new pages through it so we can get hands-on experience and see how awesome it really is. Don’t worry, we’ll keep you posted.
Google Analytics
\nWhile this is the best-known tool when it comes to page optimization and SEO, Google Analytics continues to provide valuable insight on page performance, including:
\n- \n
- Number of visitors \n
- Visitor referral source \n
- Visitor page actions \n
- How long visitors spend on each page \n
- When visitors leave your site \n
Analytics like this help determine your best- and worst-performing pages, see which referral sources are performing the best, and begin initial audits on opportunities to further test for improvement.
How we use Google Analytics
If Google Analytics is the bread, Google Tag Manager is the butter. So much stuff is going on here, and we have this on every site. You probably already have it installed on your website. If you aren't using Google Analytics, I don't even know what you are doing here. Get in there and get it going! Set up some conversion goals, analyze your traffic, and get to work.
\n\n
BrowserStack
\nHow does your website perform across browsers on multiple devices and operating systems? Testing all the major browsers, devices, and operating systems is important to determining any potential layout issues or bugs that exist across browsers.
BrowserStack boasts access to more than 3,000 real mobile devices and browsers on a cloud-based infrastructure that allows you to conduct comprehensive browser testing. This testing is necessary to help you troubleshoot design issues across browsers and devices, so no matter where your users are coming from they can have the intended experience.
How We Use Browserstack
We run every page we build through Browserstack, testing a variety of operating systems, devices, and browsers to make sure that our work looks great for all the users. It is totally worth it if you are making your own modules, website, or whatever.
Simply focusing on on- and off-page SEO factors isn’t enough to keep your site ranking and converting. Website performance depends on factors that change with every Google update. Regular usability and page performance tests, as well as implementing guides and best practices for uploading content, will go a long way to improving conversion rates and even boosting search engine rankings. Be sure to check out the tools that we’ve outlined here regardless of what development phase you’re in. The more focus you place on user experience, the better your chances of converting your website visitors into leads and customers.
Even companies with the most robust marketing strategies are constantly exploring ways to improve their website conversion rates. Organizations spend a lot of their marketing budget to get new traffic but far less time and money understanding what that traffic is doing and how to optimize conversion rates.
\n\n","rssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","scheduledUpdateDate":0,"screenshotPreviewTakenAt":1736738868523,"screenshotPreviewUrl":"https://cdn1.hubspot.net/hubshotv3/prod/e/0/50dd4c27-2c47-4d05-b9bb-336e150b57ce.png","sections":{},"securityState":"NONE","siteId":null,"slug":"blogs/5-website-optimization-tools-to-boost-conversions","stagedFrom":null,"state":"PUBLISHED","stateWhenDeleted":null,"structuredContentPageType":null,"structuredContentType":null,"styleOverrideId":null,"subcategory":"normal_blog_post","syncedWithBlogRoot":true,"tagIds":[62770428190,62770428201,64085693442],"tagList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714505310,"deletedAt":0,"description":"","id":62770428201,"label":"Continuous Improvement Model","language":"en","name":"Continuous Improvement Model","portalId":6534445,"slug":"continuous-improvement-model","translatedFromId":null,"translations":{},"updated":1640714505310},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1642438757996,"deletedAt":0,"description":"","id":64085693442,"label":"website optimization","language":"en","name":"website optimization","portalId":6534445,"slug":"website-optimization","translatedFromId":null,"translations":{},"updated":1642438757996}],"tagNames":["Conversion Optimization","Continuous Improvement Model","website optimization"],"teamPerms":[],"templatePath":"","templatePathForRender":"deckerdevs-theme/templates/blog-content.html","textToAudioFileId":null,"textToAudioGenerationRequestId":null,"themePath":null,"themeSettingsValues":null,"title":"5 Website Optimization Tools to Boost Conversions","tmsId":null,"topicIds":[62770428190,62770428201,64085693442],"topicList":[{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714484700,"deletedAt":0,"description":"","id":62770428190,"label":"Conversion Optimization","language":"en","name":"Conversion Optimization","portalId":6534445,"slug":"conversion-optimization","translatedFromId":null,"translations":{},"updated":1640714484700},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1640714505310,"deletedAt":0,"description":"","id":62770428201,"label":"Continuous Improvement Model","language":"en","name":"Continuous Improvement Model","portalId":6534445,"slug":"continuous-improvement-model","translatedFromId":null,"translations":{},"updated":1640714505310},{"categoryId":3,"cdnPurgeEmbargoTime":null,"contentIds":[],"cosObjectType":"TAG","created":1642438757996,"deletedAt":0,"description":"","id":64085693442,"label":"website optimization","language":"en","name":"website optimization","portalId":6534445,"slug":"website-optimization","translatedFromId":null,"translations":{},"updated":1642438757996}],"topicNames":["Conversion Optimization","Continuous Improvement Model","website optimization"],"topics":[62770428190,62770428201,64085693442],"translatedContent":{},"translatedFromId":null,"translations":{},"tweet":null,"tweetAt":null,"tweetImmediately":false,"unpublishedAt":0,"updated":1722396468372,"updatedById":61310730,"upsizeFeaturedImage":false,"url":"https://deckerdevs.com/blogs/5-website-optimization-tools-to-boost-conversions","useFeaturedImage":true,"userPerms":[],"views":null,"visibleToAll":null,"widgetContainers":{},"widgetcontainers":{},"widgets":{"blog-hero":{"body":{"column_split":"split-40-60","flip_columns_on_desktop":true,"heading":"5 Website Optimization Tools to Boost Conversions","heading_size":"h1","heading_tag":"h1","image_holder":{"image_field":{"alt":"deckerdevs-website optimization","height":1080,"loading":"lazy","max_height":1080,"max_width":1080,"size_type":"auto","src":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-website%20optimization.png","width":1080}}},"child_css":{},"css":{},"id":"blog-hero","label":null,"module_id":82854350373,"name":"blog-hero","order":1,"smart_type":null,"styles":{},"type":"module"},"blog-image":{"body":{"image_field":{"alt":"pattern","height":563,"loading":"lazy","max_height":563,"max_width":1000,"size_type":"auto","src":"https://f.hubspotusercontent40.net/hubfs/6534445/deckerdevs%20brand%20assets/pattern.jpg","width":1000},"module_id":62246908725},"child_css":{},"css":{},"deleted_at":1692638190093,"id":"blog-image","label":null,"module_id":62246908725,"name":"blog-image","order":3,"smart_type":null,"styles":{},"type":"module"}}},{"ab":false,"abStatus":null,"abTestId":null,"abVariation":false,"abVariationAutomated":false,"absoluteUrl":"https://deckerdevs.com/blogs/hubspot-cms-web-design-in-2022-continuous-improvement-model","afterPostBody":null,"aifeatures":null,"allowedSlugConflict":false,"analytics":null,"analyticsPageId":"62769816706","analyticsPageType":"blog-post","approvalStatus":null,"archived":false,"archivedAt":0,"archivedInDashboard":false,"areCommentsAllowed":true,"attachedStylesheets":[],"audienceAccess":"PUBLIC","author":null,"authorName":null,"authorUsername":null,"blogAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogAuthorId":62235724408,"blogPostAuthor":{"avatar":"","bio":"","cdnPurgeEmbargoTime":null,"cosObjectType":"BLOG_AUTHOR","created":1639920511177,"deletedAt":0,"displayName":"deckerdevs","email":"","facebook":"","fullName":"deckerdevs","gravatarUrl":null,"hasSocialProfiles":false,"id":62235724408,"label":"deckerdevs","language":"en","linkedin":"","name":"deckerdevs","portalId":6534445,"slug":"deckerdevs","translatedFromId":null,"translations":{},"twitter":"","twitterUsername":"","updated":1639920511177,"userId":null,"username":null,"website":""},"blogPostScheduleTaskUid":null,"blogPublishInstantEmailCampaignId":null,"blogPublishInstantEmailRetryCount":null,"blogPublishInstantEmailTaskUid":null,"blogPublishToSocialMediaTask":"DONE_NOT_SENT","blueprintTypeId":0,"businessUnitId":null,"campaign":null,"campaignName":null,"campaignUtm":null,"category":3,"categoryId":3,"cdnPurgeEmbargoTime":null,"checkPostLevelAudienceAccessFirst":true,"clonedFrom":null,"composeBody":null,"compositionId":0,"contentAccessRuleIds":[],"contentAccessRuleTypes":[],"contentGroup":62179259185,"contentGroupId":62179259185,"contentTypeCategory":3,"contentTypeCategoryId":3,"contentTypeId":null,"created":1640712898316,"createdByAgent":null,"createdById":27630257,"createdTime":1640712898316,"crmObjectId":null,"css":{},"cssText":"","ctaClicks":null,"ctaViews":null,"currentState":"PUBLISHED","currentlyPublished":true,"deletedAt":0,"deletedBy":null,"deletedByEmail":null,"deletedById":null,"domain":"","dynamicPageDataSourceId":null,"dynamicPageDataSourceType":null,"dynamicPageHubDbTableId":null,"enableDomainStylesheets":null,"enableGoogleAmpOutputOverride":false,"enableLayoutStylesheets":null,"errors":[],"featuredImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/continuous%20improvement.webp","featuredImageAltText":"","featuredImageHeight":264,"featuredImageLength":0,"featuredImageWidth":350,"flexAreas":{},"folderId":null,"footerHtml":null,"freezeDate":1640714940000,"generateJsonLdEnabledOverride":true,"hasContentAccessRules":false,"hasUserChanges":true,"headHtml":null,"header":null,"htmlTitle":"HubSpot CMS Web Design: The Continuous Improvement Model","id":62769816706,"includeDefaultCustomCss":null,"isCaptchaRequired":true,"isCrawlableByBots":false,"isDraft":false,"isInstanceLayoutPage":false,"isInstantEmailEnabled":false,"isPublished":true,"isSocialPublishingEnabled":false,"keywords":[],"label":"HubSpot CMS Web Design: The Continuous Improvement Model","language":"en","lastEditSessionId":null,"lastEditUpdateId":null,"layoutSections":{},"legacyBlogTabid":null,"legacyId":null,"legacyPostGuid":null,"linkRelCanonicalUrl":null,"listTemplate":"","liveDomain":"deckerdevs.com","mab":false,"mabExperimentId":null,"mabMaster":false,"mabVariant":false,"meta":{"html_title":"HubSpot CMS Web Design: The Continuous Improvement Model","public_access_rules":[],"public_access_rules_enabled":false,"enable_google_amp_output_override":false,"generate_json_ld_enabled":true,"composition_id":0,"is_crawlable_by_bots":false,"use_featured_image":true,"post_body":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
However, with Google’s most recent updates, content for the sake of content isn’t going to be enough to keep your site optimized and ranking and your visitors engaged. Instead, what we call the continuous improvement model is the approach most web marketers will be taking so they can optimize their websites, boost page load times, diversify content offerings, and make a truly enjoyable experience for all their website visitors that improves month after month.
Here are just a few areas of focus you’ll want to consider as you really dig into the power of your website presence leveraging HubSpot’s CMS.
User Research
\n- \n
- Who are the users absorbing your content? \n
- What makes them tick? \n
- What devices are they using? \n
- What topics move them? \n
Establishing one or more buyer personas is just the first stage of your your investigation of the prospects, leads, and customers who frequent your website. Once you’ve established the personas, you need to take a deeper dive into how they’re interacting with your content, the types of devices they’re coming from, and what topics and resources are performing the best. Sure, you’ve created a massive library of blogs and other content, but have you taken the time to explore how your users are actually interacting with each piece of content as they proceed on their journey?
\nA deeper look into the analytics surrounding your report downloads, the bounce rates on your landing pages, customer e-mail surveys, interaction with your resources and menu navigation, and exploring the amount of time your users spend reading your top performing blogs are just some of the statistics that you should be leaning on to help you chart your course for continual improvements to your marketing processes and HubSpot CMS website design in 2022.
For one of our clients with an e-commerce website, for example, we found that more than 60% of its traffic comes from mobile devices. We thus put a huge focus on mobile friendly/responsive design for its new website. After a redesign of its website and optimization for mobile users, it saw a significant increase in online sales.
Tools such as heat mapping, funnels in Google Analytics, and HubSpot’s comprehensive campaign reporting have given our clients an edge in really understanding how their users are interacting with their websites. This helps them be more thorough in their content strategy and creates a greater focus on conversion optimization, intelligent A/B testing, and experimentation with what works.
Ongoing Design Improvements
\n
What good is user research unless you act on it? The most important aspect of the continuous improvement model is actually taking the data you compile and making active changes to your website. Our team uses Lucky Orange to analyze how visitors interact with our website, with tools that include session recordings, dynamic heat maps, and conversion funnels.
When designing your website, you probably had an idea of how your users would interact with it. All theoretical insights of a customer’s journey are only hypotheses until the site is live. Website analysis tools help test your hypothesis so you can make improvements and help optimize conversion rates. Recordings of an individual user's session with your website help you determine the obstacles they encounter prior to conversion and show exactly how they’re spending their time. Dynamic heat maps provide valuable insight on which parts of your page drive conversions; this information helps you optimize the location of your content on a landing page, website page, or blog. Combining this with the reporting tools in HubSpot’s marketing software and a web development retainer are the perfect way to amp up your conversion rates.
Integrations and Data
\n
Several large companies approached us in the last two quarters of 2021 with marketing automation integration requests. Building integrations between the pieces of software that your organization uses bridges the gap between your marketing efforts and your operations data. This gives you the information you need to market to your prospects, leads, and customers in the most effective ways. Pulling customer data into marketing creates a more personalized experience and can help re-engage existing customers and leads.
HubSpot’s Marketing Automation, CRM, and CMS already allow businesses of every size to integrate the actions of sales and marketing — but when these powerful tools are integrated with a business’s point of sale (POS) or other operations software, businesses have everything they need to supercharge their marketing efforts.
\nWhat types of integrations should you be exploring in 2022?
\n- \n
- POS sales data integrations \n
- Loyalty program data integrations \n
- Payment and invoicing integrations \n
- Project management software (PMS) integrations \n
- Call software integrations \n
- Video activity integrations \n
While the App Marketplace in HubSpot has plenty of existing integrations (customer loyalty programs, project management, payments, and team messaging apps), many niche businesses are reaching out to us to help them integrate other platforms with their marketing and sales data.
You can understand the length of customer relationships, as well as their purchasing decisions and preferences, by pulling in data from other software programs used in your organization. This lets you personalize the experience you provide through your sales and marketing efforts, create a seamless experience for your customers, and simplify processes for your employees. Integrations help streamline employee workloads, allowing your organization to work more efficiently, which ultimately saves money.
Creating content for your website has been the baseline for quite some time, but your savvy prospects and customers are going to start expecting more from you. Staying ahead of these expectations starts by exploring how your website and content can continue to serve user needs. By exploring how users interact with your content, pulling in data from your operations and POS applications, and making continual improvements to landing pages and site pages, you can unlock even more potential to help drive lead generation and increase conversions.
Embracing the continuous improvement model requires a close relationship with your HubSpot CMS developer. This partnership, combined with a powerful existing website framework, will let you make these changes at the lowest possible cost. Do you have this type of relationship with your current web development partner? It may be time to rethink how you’re engaging your developer so you can seamlessly create the experience that your users will come to expect in the new year.
","rss_summary":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
However, with Google’s most recent updates, content for the sake of content isn’t going to be enough to keep your site optimized and ranking and your visitors engaged. Instead, what we call the continuous improvement model is the approach most web marketers will be taking so they can optimize their websites, boost page load times, diversify content offerings, and make a truly enjoyable experience for all their website visitors that improves month after month.
Here are just a few areas of focus you’ll want to consider as you really dig into the power of your website presence leveraging HubSpot’s CMS.
User Research
\n- \n
- Who are the users absorbing your content? \n
- What makes them tick? \n
- What devices are they using? \n
- What topics move them? \n
Establishing one or more buyer personas is just the first stage of your your investigation of the prospects, leads, and customers who frequent your website. Once you’ve established the personas, you need to take a deeper dive into how they’re interacting with your content, the types of devices they’re coming from, and what topics and resources are performing the best. Sure, you’ve created a massive library of blogs and other content, but have you taken the time to explore how your users are actually interacting with each piece of content as they proceed on their journey?
\nA deeper look into the analytics surrounding your report downloads, the bounce rates on your landing pages, customer e-mail surveys, interaction with your resources and menu navigation, and exploring the amount of time your users spend reading your top performing blogs are just some of the statistics that you should be leaning on to help you chart your course for continual improvements to your marketing processes and HubSpot CMS website design in 2022.
For one of our clients with an e-commerce website, for example, we found that more than 60% of its traffic comes from mobile devices. We thus put a huge focus on mobile friendly/responsive design for its new website. After a redesign of its website and optimization for mobile users, it saw a significant increase in online sales.
Tools such as heat mapping, funnels in Google Analytics, and HubSpot’s comprehensive campaign reporting have given our clients an edge in really understanding how their users are interacting with their websites. This helps them be more thorough in their content strategy and creates a greater focus on conversion optimization, intelligent A/B testing, and experimentation with what works.
Ongoing Design Improvements
\n
What good is user research unless you act on it? The most important aspect of the continuous improvement model is actually taking the data you compile and making active changes to your website. Our team uses Lucky Orange to analyze how visitors interact with our website, with tools that include session recordings, dynamic heat maps, and conversion funnels.
When designing your website, you probably had an idea of how your users would interact with it. All theoretical insights of a customer’s journey are only hypotheses until the site is live. Website analysis tools help test your hypothesis so you can make improvements and help optimize conversion rates. Recordings of an individual user's session with your website help you determine the obstacles they encounter prior to conversion and show exactly how they’re spending their time. Dynamic heat maps provide valuable insight on which parts of your page drive conversions; this information helps you optimize the location of your content on a landing page, website page, or blog. Combining this with the reporting tools in HubSpot’s marketing software and a web development retainer are the perfect way to amp up your conversion rates.
Integrations and Data
\n
Several large companies approached us in the last two quarters of 2021 with marketing automation integration requests. Building integrations between the pieces of software that your organization uses bridges the gap between your marketing efforts and your operations data. This gives you the information you need to market to your prospects, leads, and customers in the most effective ways. Pulling customer data into marketing creates a more personalized experience and can help re-engage existing customers and leads.
HubSpot’s Marketing Automation, CRM, and CMS already allow businesses of every size to integrate the actions of sales and marketing — but when these powerful tools are integrated with a business’s point of sale (POS) or other operations software, businesses have everything they need to supercharge their marketing efforts.
\nWhat types of integrations should you be exploring in 2022?
\n- \n
- POS sales data integrations \n
- Loyalty program data integrations \n
- Payment and invoicing integrations \n
- Project management software (PMS) integrations \n
- Call software integrations \n
- Video activity integrations \n
While the App Marketplace in HubSpot has plenty of existing integrations (customer loyalty programs, project management, payments, and team messaging apps), many niche businesses are reaching out to us to help them integrate other platforms with their marketing and sales data.
You can understand the length of customer relationships, as well as their purchasing decisions and preferences, by pulling in data from other software programs used in your organization. This lets you personalize the experience you provide through your sales and marketing efforts, create a seamless experience for your customers, and simplify processes for your employees. Integrations help streamline employee workloads, allowing your organization to work more efficiently, which ultimately saves money.
Creating content for your website has been the baseline for quite some time, but your savvy prospects and customers are going to start expecting more from you. Staying ahead of these expectations starts by exploring how your website and content can continue to serve user needs. By exploring how users interact with your content, pulling in data from your operations and POS applications, and making continual improvements to landing pages and site pages, you can unlock even more potential to help drive lead generation and increase conversions.
Embracing the continuous improvement model requires a close relationship with your HubSpot CMS developer. This partnership, combined with a powerful existing website framework, will let you make these changes at the lowest possible cost. Do you have this type of relationship with your current web development partner? It may be time to rethink how you’re engaging your developer so you can seamlessly create the experience that your users will come to expect in the new year.
","tag_ids":[62770428190,62770428201,62770442823],"topic_ids":[62770428190,62770428201,62770442823],"post_summary":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
However, with Google’s most recent updates, content for the sake of content isn’t going to be enough to keep your site optimized and ranking and your visitors engaged. Instead, what we call the continuous improvement model is the approach most web marketers will be taking so they can optimize their websites, boost page load times, diversify content offerings, and make a truly enjoyable experience for all their website visitors that improves month after month.
Here are just a few areas of focus you’ll want to consider as you really dig into the power of your website presence leveraging HubSpot’s CMS.
User Research
\n- \n
- Who are the users absorbing your content? \n
- What makes them tick? \n
- What devices are they using? \n
- What topics move them? \n
Establishing one or more buyer personas is just the first stage of your your investigation of the prospects, leads, and customers who frequent your website. Once you’ve established the personas, you need to take a deeper dive into how they’re interacting with your content, the types of devices they’re coming from, and what topics and resources are performing the best. Sure, you’ve created a massive library of blogs and other content, but have you taken the time to explore how your users are actually interacting with each piece of content as they proceed on their journey?
\nA deeper look into the analytics surrounding your report downloads, the bounce rates on your landing pages, customer e-mail surveys, interaction with your resources and menu navigation, and exploring the amount of time your users spend reading your top performing blogs are just some of the statistics that you should be leaning on to help you chart your course for continual improvements to your marketing processes and HubSpot CMS website design in 2022.
For one of our clients with an e-commerce website, for example, we found that more than 60% of its traffic comes from mobile devices. We thus put a huge focus on mobile friendly/responsive design for its new website. After a redesign of its website and optimization for mobile users, it saw a significant increase in online sales.
Tools such as heat mapping, funnels in Google Analytics, and HubSpot’s comprehensive campaign reporting have given our clients an edge in really understanding how their users are interacting with their websites. This helps them be more thorough in their content strategy and creates a greater focus on conversion optimization, intelligent A/B testing, and experimentation with what works.
Ongoing Design Improvements
\n
What good is user research unless you act on it? The most important aspect of the continuous improvement model is actually taking the data you compile and making active changes to your website. Our team uses Lucky Orange to analyze how visitors interact with our website, with tools that include session recordings, dynamic heat maps, and conversion funnels.
When designing your website, you probably had an idea of how your users would interact with it. All theoretical insights of a customer’s journey are only hypotheses until the site is live. Website analysis tools help test your hypothesis so you can make improvements and help optimize conversion rates. Recordings of an individual user's session with your website help you determine the obstacles they encounter prior to conversion and show exactly how they’re spending their time. Dynamic heat maps provide valuable insight on which parts of your page drive conversions; this information helps you optimize the location of your content on a landing page, website page, or blog. Combining this with the reporting tools in HubSpot’s marketing software and a web development retainer are the perfect way to amp up your conversion rates.
Integrations and Data
\n
Several large companies approached us in the last two quarters of 2021 with marketing automation integration requests. Building integrations between the pieces of software that your organization uses bridges the gap between your marketing efforts and your operations data. This gives you the information you need to market to your prospects, leads, and customers in the most effective ways. Pulling customer data into marketing creates a more personalized experience and can help re-engage existing customers and leads.
HubSpot’s Marketing Automation, CRM, and CMS already allow businesses of every size to integrate the actions of sales and marketing — but when these powerful tools are integrated with a business’s point of sale (POS) or other operations software, businesses have everything they need to supercharge their marketing efforts.
\nWhat types of integrations should you be exploring in 2022?
\n- \n
- POS sales data integrations \n
- Loyalty program data integrations \n
- Payment and invoicing integrations \n
- Project management software (PMS) integrations \n
- Call software integrations \n
- Video activity integrations \n
While the App Marketplace in HubSpot has plenty of existing integrations (customer loyalty programs, project management, payments, and team messaging apps), many niche businesses are reaching out to us to help them integrate other platforms with their marketing and sales data.
You can understand the length of customer relationships, as well as their purchasing decisions and preferences, by pulling in data from other software programs used in your organization. This lets you personalize the experience you provide through your sales and marketing efforts, create a seamless experience for your customers, and simplify processes for your employees. Integrations help streamline employee workloads, allowing your organization to work more efficiently, which ultimately saves money.
Creating content for your website has been the baseline for quite some time, but your savvy prospects and customers are going to start expecting more from you. Staying ahead of these expectations starts by exploring how your website and content can continue to serve user needs. By exploring how users interact with your content, pulling in data from your operations and POS applications, and making continual improvements to landing pages and site pages, you can unlock even more potential to help drive lead generation and increase conversions.
Embracing the continuous improvement model requires a close relationship with your HubSpot CMS developer. This partnership, combined with a powerful existing website framework, will let you make these changes at the lowest possible cost. Do you have this type of relationship with your current web development partner? It may be time to rethink how you’re engaging your developer so you can seamlessly create the experience that your users will come to expect in the new year.
","postBodyRss":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
However, with Google’s most recent updates, content for the sake of content isn’t going to be enough to keep your site optimized and ranking and your visitors engaged. Instead, what we call the continuous improvement model is the approach most web marketers will be taking so they can optimize their websites, boost page load times, diversify content offerings, and make a truly enjoyable experience for all their website visitors that improves month after month.
Here are just a few areas of focus you’ll want to consider as you really dig into the power of your website presence leveraging HubSpot’s CMS.
User Research
\n- \n
- Who are the users absorbing your content? \n
- What makes them tick? \n
- What devices are they using? \n
- What topics move them? \n
Establishing one or more buyer personas is just the first stage of your your investigation of the prospects, leads, and customers who frequent your website. Once you’ve established the personas, you need to take a deeper dive into how they’re interacting with your content, the types of devices they’re coming from, and what topics and resources are performing the best. Sure, you’ve created a massive library of blogs and other content, but have you taken the time to explore how your users are actually interacting with each piece of content as they proceed on their journey?
\nA deeper look into the analytics surrounding your report downloads, the bounce rates on your landing pages, customer e-mail surveys, interaction with your resources and menu navigation, and exploring the amount of time your users spend reading your top performing blogs are just some of the statistics that you should be leaning on to help you chart your course for continual improvements to your marketing processes and HubSpot CMS website design in 2022.
For one of our clients with an e-commerce website, for example, we found that more than 60% of its traffic comes from mobile devices. We thus put a huge focus on mobile friendly/responsive design for its new website. After a redesign of its website and optimization for mobile users, it saw a significant increase in online sales.
Tools such as heat mapping, funnels in Google Analytics, and HubSpot’s comprehensive campaign reporting have given our clients an edge in really understanding how their users are interacting with their websites. This helps them be more thorough in their content strategy and creates a greater focus on conversion optimization, intelligent A/B testing, and experimentation with what works.
Ongoing Design Improvements
\n
What good is user research unless you act on it? The most important aspect of the continuous improvement model is actually taking the data you compile and making active changes to your website. Our team uses Lucky Orange to analyze how visitors interact with our website, with tools that include session recordings, dynamic heat maps, and conversion funnels.
When designing your website, you probably had an idea of how your users would interact with it. All theoretical insights of a customer’s journey are only hypotheses until the site is live. Website analysis tools help test your hypothesis so you can make improvements and help optimize conversion rates. Recordings of an individual user's session with your website help you determine the obstacles they encounter prior to conversion and show exactly how they’re spending their time. Dynamic heat maps provide valuable insight on which parts of your page drive conversions; this information helps you optimize the location of your content on a landing page, website page, or blog. Combining this with the reporting tools in HubSpot’s marketing software and a web development retainer are the perfect way to amp up your conversion rates.
Integrations and Data
\n
Several large companies approached us in the last two quarters of 2021 with marketing automation integration requests. Building integrations between the pieces of software that your organization uses bridges the gap between your marketing efforts and your operations data. This gives you the information you need to market to your prospects, leads, and customers in the most effective ways. Pulling customer data into marketing creates a more personalized experience and can help re-engage existing customers and leads.
HubSpot’s Marketing Automation, CRM, and CMS already allow businesses of every size to integrate the actions of sales and marketing — but when these powerful tools are integrated with a business’s point of sale (POS) or other operations software, businesses have everything they need to supercharge their marketing efforts.
\nWhat types of integrations should you be exploring in 2022?
\n- \n
- POS sales data integrations \n
- Loyalty program data integrations \n
- Payment and invoicing integrations \n
- Project management software (PMS) integrations \n
- Call software integrations \n
- Video activity integrations \n
While the App Marketplace in HubSpot has plenty of existing integrations (customer loyalty programs, project management, payments, and team messaging apps), many niche businesses are reaching out to us to help them integrate other platforms with their marketing and sales data.
You can understand the length of customer relationships, as well as their purchasing decisions and preferences, by pulling in data from other software programs used in your organization. This lets you personalize the experience you provide through your sales and marketing efforts, create a seamless experience for your customers, and simplify processes for your employees. Integrations help streamline employee workloads, allowing your organization to work more efficiently, which ultimately saves money.
Creating content for your website has been the baseline for quite some time, but your savvy prospects and customers are going to start expecting more from you. Staying ahead of these expectations starts by exploring how your website and content can continue to serve user needs. By exploring how users interact with your content, pulling in data from your operations and POS applications, and making continual improvements to landing pages and site pages, you can unlock even more potential to help drive lead generation and increase conversions.
Embracing the continuous improvement model requires a close relationship with your HubSpot CMS developer. This partnership, combined with a powerful existing website framework, will let you make these changes at the lowest possible cost. Do you have this type of relationship with your current web development partner? It may be time to rethink how you’re engaging your developer so you can seamlessly create the experience that your users will come to expect in the new year.
","postEmailContent":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
However, with Google’s most recent updates, content for the sake of content isn’t going to be enough to keep your site optimized and ranking and your visitors engaged. Instead, what we call the continuous improvement model is the approach most web marketers will be taking so they can optimize their websites, boost page load times, diversify content offerings, and make a truly enjoyable experience for all their website visitors that improves month after month.
Here are just a few areas of focus you’ll want to consider as you really dig into the power of your website presence leveraging HubSpot’s CMS.
User Research
\n- \n
- Who are the users absorbing your content? \n
- What makes them tick? \n
- What devices are they using? \n
- What topics move them? \n
Establishing one or more buyer personas is just the first stage of your your investigation of the prospects, leads, and customers who frequent your website. Once you’ve established the personas, you need to take a deeper dive into how they’re interacting with your content, the types of devices they’re coming from, and what topics and resources are performing the best. Sure, you’ve created a massive library of blogs and other content, but have you taken the time to explore how your users are actually interacting with each piece of content as they proceed on their journey?
\nA deeper look into the analytics surrounding your report downloads, the bounce rates on your landing pages, customer e-mail surveys, interaction with your resources and menu navigation, and exploring the amount of time your users spend reading your top performing blogs are just some of the statistics that you should be leaning on to help you chart your course for continual improvements to your marketing processes and HubSpot CMS website design in 2022.
For one of our clients with an e-commerce website, for example, we found that more than 60% of its traffic comes from mobile devices. We thus put a huge focus on mobile friendly/responsive design for its new website. After a redesign of its website and optimization for mobile users, it saw a significant increase in online sales.
Tools such as heat mapping, funnels in Google Analytics, and HubSpot’s comprehensive campaign reporting have given our clients an edge in really understanding how their users are interacting with their websites. This helps them be more thorough in their content strategy and creates a greater focus on conversion optimization, intelligent A/B testing, and experimentation with what works.
Ongoing Design Improvements
\n
What good is user research unless you act on it? The most important aspect of the continuous improvement model is actually taking the data you compile and making active changes to your website. Our team uses Lucky Orange to analyze how visitors interact with our website, with tools that include session recordings, dynamic heat maps, and conversion funnels.
When designing your website, you probably had an idea of how your users would interact with it. All theoretical insights of a customer’s journey are only hypotheses until the site is live. Website analysis tools help test your hypothesis so you can make improvements and help optimize conversion rates. Recordings of an individual user's session with your website help you determine the obstacles they encounter prior to conversion and show exactly how they’re spending their time. Dynamic heat maps provide valuable insight on which parts of your page drive conversions; this information helps you optimize the location of your content on a landing page, website page, or blog. Combining this with the reporting tools in HubSpot’s marketing software and a web development retainer are the perfect way to amp up your conversion rates.
Integrations and Data
\n
Several large companies approached us in the last two quarters of 2021 with marketing automation integration requests. Building integrations between the pieces of software that your organization uses bridges the gap between your marketing efforts and your operations data. This gives you the information you need to market to your prospects, leads, and customers in the most effective ways. Pulling customer data into marketing creates a more personalized experience and can help re-engage existing customers and leads.
HubSpot’s Marketing Automation, CRM, and CMS already allow businesses of every size to integrate the actions of sales and marketing — but when these powerful tools are integrated with a business’s point of sale (POS) or other operations software, businesses have everything they need to supercharge their marketing efforts.
\nWhat types of integrations should you be exploring in 2022?
\n- \n
- POS sales data integrations \n
- Loyalty program data integrations \n
- Payment and invoicing integrations \n
- Project management software (PMS) integrations \n
- Call software integrations \n
- Video activity integrations \n
While the App Marketplace in HubSpot has plenty of existing integrations (customer loyalty programs, project management, payments, and team messaging apps), many niche businesses are reaching out to us to help them integrate other platforms with their marketing and sales data.
You can understand the length of customer relationships, as well as their purchasing decisions and preferences, by pulling in data from other software programs used in your organization. This lets you personalize the experience you provide through your sales and marketing efforts, create a seamless experience for your customers, and simplify processes for your employees. Integrations help streamline employee workloads, allowing your organization to work more efficiently, which ultimately saves money.
Creating content for your website has been the baseline for quite some time, but your savvy prospects and customers are going to start expecting more from you. Staying ahead of these expectations starts by exploring how your website and content can continue to serve user needs. By exploring how users interact with your content, pulling in data from your operations and POS applications, and making continual improvements to landing pages and site pages, you can unlock even more potential to help drive lead generation and increase conversions.
Embracing the continuous improvement model requires a close relationship with your HubSpot CMS developer. This partnership, combined with a powerful existing website framework, will let you make these changes at the lowest possible cost. Do you have this type of relationship with your current web development partner? It may be time to rethink how you’re engaging your developer so you can seamlessly create the experience that your users will come to expect in the new year.
","rssSummary":"
While the initial stages of HubSpot CMS web design typically just involve migration of a business’ website over to the HubSpot CMS, most businesses that use HubSpot for marketing automation understand that today’s users want a different type of experience with the brands they support. Experienced inbound marketers create content that fosters deeper relationships with their prospects and customers.
we're the
"},"child_css":{},"css":{},"deleted_at":1691598508384,"id":"cta-block","label":null,"module_id":60361718358,"name":"cta-block","order":7,"smart_type":null,"styles":{},"type":"module"}}}],"offset":0,"total":9,"totalCount":9}