One of the biggest mistakes a corporate website can make is to believe that the site isn't on the ground floor with the customers. Just because the corporation itself may interact less with individuals, instead relying primarily on retail locations and customer service centers, doesn't mean the site isn't one of the first places impressions may be formed. Especially when a corporation has decided to bring in an e-commerce element to their website, things can get tricky. How can a corporate website support this shift to bring in more conversions?
That's why we're running a four-part series on user experience for corporate websites, starting here. In the last decade, we've built our share of corporate websites--and this series will serve as a condensed version of the information you'll need to know when deciding which user experience elements might need improving to drive your conversion rate. We'll overview various elements of user experience that apply specifically to corporate websites, including content structure, navigation, multiple media issues, and how to create a consistent experience for your audience between your boardroom and online presence.
For corporate websites without an e-commerce element, tracking and testing the affect of user experience on your conversion rate will have a larger margin of error--but we've touched on a simple statistical method you can apply to use as a success metric. Regardless of how you'll track conversions--and whether they occur on or offline, or both--this series will help explain the various user experience factors that can determine whether or not a customer converts.
So let's get started. How does content structure matter? Can the right content structure actually improve conversions?
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Content strategy can be the difference between a stale, rarely updated blog swept in the corner of your website and a powerhouse that drives targeted traffic to your doorstep. Content strategy is what fundamentally makes content marketing possible--and extremely relevant to SMBs. If you have a blog on your website--and you should--and a few hours to dedicate to content strategy, you have everything at your fingertips to start driving the traffic you want and building a solid conversation with your audience.
But we know--content strategy can seem daunting, like a buzzword only applicable to large corporate organizations with manpower to spare. Fortunately, the web had leveled the playing field a great deal when it comes to content development and the ability to get it to your audience. In fact, SMBs generally see a higher ROI from their content strategy than large organizations simply because, when executed properly, it's an excellent method to getting found. That's what content strategy comes down to: making the most of your existing structure (you've already invested in a website) and making sure that your message reaches the right people in the most desirable way.
Content strategy doesn't have to be time-consuming or tedious, although you can easily find more detail and data than you could ever hope to apply, as with any marketing research. But we've been in the content strategy trenches and have outlined below a no-nonsense 9-step guide to getting your content strategy done and applied to your online presence.
So put on your marketing and analysis hats and let's get started.
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We recently launched the new Power Link website. Unlike many website redesigns, the new Power Link website refresh involved integrating two other service websites into the main site, including logins. Why was this so important? By integrating everything into the same site, we were able to provide a greatly improved user experience; now users can manage all their Power Link ongoings without needing to hit multiple URLS and use multiple logins.
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Radii is proud to announce the launch of the Raising the Grade website in early October 2012. Raising the Grade is a new interactive program from the Boys and Girls Clubs of Canada focused at increasing the educational potential of at-risk youth nationwide. Proudly supported by the Rogers Youth Fund, Rogers Raising the Grade is rolling out to 25 Boys and Girls Clubs across the country, each of which have access to a state-of-the-art Raising the Grade Technology Centre complete with electronic resources to support learning and the growth of valuable technology skills.
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