Category Archives: Web Design

Web Design News, Hints, Tips & Tricks

An Introduction to Attribution

If your understanding of marketing attribution is cloudy, don’t worry you are far from alone. Many digital marketers & traditional marketers feel at sea when it comes to attribution models. In this article we throw you a life ring and help you find your feet when it comes to marketing attribution.

Attribution as a whole relates to the business of assigning credit to a marketing channel. Before we get into the nitty gritty of it all, let’s firstly clear up some of the digital marketing jargon your likely to come across during this piece.
First off…

Conversions

If I had a penny for every time I have been asked to explain what a conversion is, I certainly wouldn’t be sitting here writing an article on attribution. Essentially, a conversion is any customer action which you can define as being profitable for your business.

A conversion can be anything you deem valuable for your company, from an email sign up to an online transaction. Conversions generally take two forms – micro or macro. Micro conversions contribute to the buyer journey and helps buffer a potential customer through your sales funnel. Macro conversions, on the other hand are the ultimate action you want your customer to take, i.e. request a quote, call your business or complete an online transaction.

Metrics

Secondly some metrics. Return on ad spend (or ROAS) and cost per acquisition (or CPA).

Return on ad spend boils down to the amount of money a company receives for every euro spent on an advertising source i.e. spend €100 advertising, receive €1000 in revenue.

Cost per acquisition or cost per conversion relates to the amount of money a company spends to generate a conversion action. i.e. Spend €10 and gain 1 email sign up or generate one call.


Now that we have cleared that up, let’s examine what exactly attribution is and how these elements play a role…

Attribution is the process of assigning the credit for these micro & macro conversions to a marketing channel or set of channels, offering greater channel insight for marketing professionals. Doing so, can help optimise budgets, spend and even refine marketing efforts to drive an increased return on ad spend and lower cost per acquisition.

Sounds great right?

Now that you have a basic understanding of what “attribution” is let’s examine it a little closer.

There are a range of different models when it comes to attribution. Each model assigns credit differently to various channels used by a customer leading up to a conversion. These models can be categorised into last click or last interaction, first click orfirst interaction, linear, time decay or position based. Don’t fret if you’ve never heard of these models, we are going to examine each one closer. For each of the following we are going to use the following customer journey as an example.

Customer Journey

Monday – Clicks Facebook Ad
Tuesday – No Action
Wednesday – Clicks Google Search Ad
Thursday – No Action
Friday – Clicks Google Shopping Ad & Converts

• Last Click Attribution

Last click or last interaction attribution model assigns the credit for the conversion the very last touch point used by the customer. Applying the last click attribution model to the above example would assign all the credit to the Google Shopping Ad click and nothing elsewhere. Has its limitations, right?

• First Click Attribution

First click attribution performs in exactly the same manner as last click attribution, however in this case all the credit would be assigned to the first click that brought the customer your website. In the example above, this would mean your Facebook campaign would be assigned all the credit for the conversion, and why shouldn’t it, after all this is how the customer first found your website. But if you weren’t using Google Search ads or Google Shopping would that customer have bought from you or a competitor?

• Linear Attribution

The linear attribution model could be described as a fairer attribution model. In this instance it assigns credit equally among all touch points that led to the conversion. In the example given above, this would mean that 33.33% of the credit would be assigned to each of the three campaigns that contributed to the overall sale.

• Time Decay Attribution

Utilising a time decay attribution model gives greater emphasis to the clicks closer to the conversion. Essentially this model reduces the value of the first click and assigns greater credit to each subsequent click with the final click being assigned the most credit. In the example above, 60% would be assigned to the Google Shopping Campaign, 30% to the Google Search Campaign & 10% to the Facebook Ads Campaign.

• Position Based Attribution

Position based attribution assigns credit to the first and last clicks primarily, and divides the remaining credit among touch points throughout the customer journey leading to conversion. Essentially this attributes the most credit to what brought the customer to your site initially, and what ultimately led to their conversion and minimises the value of any intermittent marketing channels. In the above example 40% of the credit would be assigned to the Facebook Ads Campaign & 40% assigned to the Google Shopping Campaign, while the Google Search Campaign would receive 20% of the credit.


Each attribution model has its own pros & cons and grasping the concept can prove quite tricky initially.

When it comes to choosing an attribution model that’s right for your business, understanding your customer journey is key. If you are retailing a high ticket item, customers tend to spend much longer in the research and evaluation phase and so may visit your website numerous times before converting. In this instance, each touch point had a role to play in convincing the customer, so a linear or time decay model is most appropriate.

On the other hand, if your customers journey to conversion is quite short, and their overall spend is low, it is likely they will move to research and evaluation phase quite readily suggesting a last click or position based attribution might be most appropriate.

 

While attribution is a rather complex, multifaceted topic, if you take away one thing from this article let it be this – no attribution model is perfect. Despite your best efforts, every model has is shortcomings and the pursuit of perfection can lead to unrestrained hair pulling and sleepless nights.

To quote Scott Rayden of Marketing Land

“The secret of mastering attribution is knowing when good is good enough.”

Thankfully, from an introductory perspective, Google Analytics can help you gain understanding in the role each of your marketing channels plays in your overall performance. It even has built in attribution models and a comparison tool so you can see just how each channel performs under each model. Getting to grips with these models and other analytics reports you could be using can and will help you optimise your online marketing and drive greater return

A quick way to resize & crop imagery without buying photoshop

So you have found the perfect image but the proportions just don’t fit with your layout!

Fear no more here’s some free tools that allow you to resize and crop imagery. No expensive software or graphic design services required!

 

Whether you are managing a blog, website or newsletter we all know how a layout can quickly look unprofessional with the wrong shaped images in situ.  Taking full control of how your images display is the key to a slick & professional presentation. Images should be consistent and neatly fit in the area you are trying to place them. A landscape image in a portrait sized box always looks awkward and lazy so take 10 minutes to click through these suggestions and give them a go next time your adding an image to your site.

 

Befunky.com

This is a basic online image editor tool that allows you to resize and crop an image quickly and easily. No login required just click the link and get started www.befunky.com/create/

 

resizing website imagery

 

 

 

 

‘Open’ a photo to choose one from your computer. Once you have selected your image a toolbar of options appears to the left…

 

laeft-hand-menu

The first two tools are Crop & Resize. I always resize my image first and then crop it to the required dimensions.

 

Resizing your image.

Images that are too big will slow down your web page. Find out the largest width your image needs to be displayed at and resize down to that pixel(px) amount.

 

resizing

Always ensure that ‘Lock aspect ratio’ is ticked so that your image doesn’t get stretched. Don’t worry if your height is too big, we will crop this next.

Be careful when making a small image bigger as this will result in a loss of quality and may appear pixelated, better just to find an image large enough to do the job.

Cropping your image.

Cropping is the most important tool when trying to make your image the correct size. It allows you to extract a portion of the image in whatever size you need without distorting the image. For example if your website layout needs a square shaped image but your desired image is rectangular, then you can crop out a square shape and trim away the leftovers. It’s best to find out the exact image size required for your layout and just type them into the required fields.

 

cropping

As well as typing in dimensions you can also drag visual guides to your desired size. Have a play around with the options as this will soon become your new best friend!

 

Save your image

And that’s it. Click on save up the top of your screen and save the image to your computer ready for upload to your website.


Some other tools for resizing imagery

The above tool, BeFunky, is all you need for resizing & cropping but here’s a quick overview of some more online tools I recommend on a regular basis.

 

Shutterstock Editor

https://www.shutterstock.com/editor

This is very similar to Befunky.com but offers more in terms of design and also gives you some quick templates for creating facebook covers, twitter headers etc. You have to create a free account to use the tools but this is a handy image editor for making quick mock ups.

 

photopea.com

This is a free online tool based on photoshop. It is more advanced than the tools mentioned above but offers so much more once you get the hang of it. If you are doing a lot of image editing it is worth your while learning the basics. Photopea really comes into its own when you have to quickly resize multiple images to certain dimensions.

 

Photo Razor.

This is a tool we use a lot in the web industry when we want to reduce the size of an entire folder of images for example a folder of product images that are all way too large to display on web. It allows you to select a folder, set the max width and click go! This is great for bulk resizing of images but not cropping

Photo Razor can be downloaded for free from softsonic here.


If you need a few quick pointers don’t hesitate to get in touch with us at Dmac Media

 

 

{Video} What is Cyber Squatting and how to avoid it

Have you ever heard of Cyber Squatting?

 

We’re going to guess the term cyber squatting is relatively new to you, but the practice of cyber squatting has been around for many years and the victims of such practice are far and wide. To learn more about Cyber Squatting and to save your business from paying exorbitant sums for a relatively cheap domain name watch the video below where Dave McEvoy sheds some light on the practice. And more importantly how to avoid it.

 

 

GDPR Ready - Dmac Media Blog

3 Important things your small business needs to know about GDPR

There is a growing buzz in the business community about the upcoming General Data Protection Regulation (GDPR) and what it will mean for small business.  In this blog we are boiling things down to basic principals.

 

We are not going to cover every single aspect of GDPR,  but we will give you a breakdown on the three most important aspects of the General Data Protection Regulation for your business.

 

Let’s start with a brief definition and deadline.

What: The General Data Protection Regulation is a change in EU legislation governing the way we manage personal information of our customers.

 

When: It was actually agreed and adopted by all member states in April 2017 but more importantly it is scheduled to come into enforcement on May 25th 2018.  This is the point where compliance becomes mandatory and fines can be applied to companies or persons found in breach.

 

The 3 most important things for you to know are:

 

Communication

As a business you will be required to tell your customers what information (data) you are collecting about them.   You will have to inform clients what you are going to do with that data and how long you are going to hold onto the information.

 

It is a good idea to carry out an audit of the data which you currently hold on your customers and update your practices to match the new guidelines.

Generally speaking,  terms of business, terms and conditions of sale and, most importantly, your privacy policy documents must be updated to fall inline with the new regulations.  In particular,  you should pay attention to which third party services you share your customers data with.

 

Consent

Customers must now give specific consent to the use of their data. You can no longer collect it for one purpose and use it for another without express permission.

 

If you operate an online store or website that collects personal information you may well use the, all-too-familiar, tick-box, “Add me to your mailing list”.  Most websites have this box ticked by default.  From May onward this is no longer acceptable.  Customers must give consent by actions rather than inaction.  They must tick the box themselves.  This will force you as a business to create better incentives for your customers to join your marketing efforts.

 

Another consequence of this regulation is that all existing data must be brought in line with the regulations.  If you all ready have a mailing list you must have specific consent for each person on the list.  Many larger companies are already running re-commitment campaigns to get their lists up to scratch.  This type of campaign can decimate the volume of emails addresses or mobile numbers you can communicate with, so it is important to plan carefully, we can help with this.

You can expect to see a growing number of these Re-Commitment campaigns as the deadline for compliance approaches,  so best not leave it too late.

 

Control

Your customers will have much greater control of how you handle their information. They have the right to be forgotten,  and If they ask you to destroy information you hold on them,  you will need to comply with that request within a 30-day period.

They have the right to access, you have to be able to show the information you hold on them within a 30-day period.

You must also make the data you have on that customer portable and if they want to move to an alternate provider you have to facilitate that.

 

To recap, you have to communicate in a transparent fashion with your customers.  Your customers must give you specific consent and they have much greater control of the data you hold.

For more details or pop over to the data protection commissioners own website gdprandyou.ie/ for the whole story or if you want help in getting your marketing efforts in line then just get in touch

 

 

 

 

Web Designers - I need a new website

Is your website like a grumpy salesperson?

How many times have you found yourself getting irritated while trying to
complete a process online?  Booking flights, hotels, buying a product? Well if you struggle to complete a task on a website the good news is you are not to blame.

 

Jakob Nielsen,  arguably the first and definitely the leading expert on website
usability has said that a bad website is like a grumpy salesperson.  Meaning it actively drives customers away from it by frustrating or irritating them.  If a website is difficult to understand or use it is the fault of the designer or company not the user.

 

We often design websites around our experience or understanding of our products and this is usually bad news for users.  The worst sin of all is to assume everyone uses the website the way you do.  Remember you are not your customer, they have different experiences, needs and understanding of your services or products.  You need to consider your website from their perspective.

 

When you do that, the all important questions are:

 

  1. Are all menus consistent throughout the site?
  2. Are the main sections or functions (like product search) obvious?
  3. Are you bombarding them with everything at once, or are you giving them relevant information one piece at a time?
  4. Do you know what your visitors are trying to achieve and why it maters to them?

 

If we are honest, most of us will not have a definitive answers, it will be more of a gut feeling.  So how do you diagnose a bad website?  Well it might be common sense but unfortunately it is not that common.

 

Ask your users!

Conducting a Usability study

 


This is actually a lot simpler than most people imagine.  It consists of gathering a small group of people (normally 5-6) in a room with a range of devices (Smart Phones, Tablets, Laptops)  and asking them to carry out specific tasks.  While they are carrying out the tasks you observe and record there behavior and reactions.  Do not listen to what they say but watch what they do (thanks again to Mr Nielsen for that tip)

 

An important caveat here is that the users you gather should relate to your ideal customer or user.  If you are not sure who that is you should check out our research options here but in short they are the people you expect to use your website to buy from, or learn about you.

 

The specific tasks you set your users is up to you but you are looking at there behaviour and assessing 5 key aspects:

Learnability:

How easy is it for users to accomplish basic tasks the first time they encounter the website?

Efficiency

Once users are familiar with the website, how quickly can they perform tasks?

Memorability

When users return to the website after a period of not using it, how easily can they reestablish proficiency?

Errors

How many errors do users make, how severe are these errors, and how easily can they recover from the errors?

Satisfaction

How pleasant is it to use the website? remember, the more relaxed and comfortable your user, the more likely they are to convert.

 

 

Studying the results of your tests through the prism of these pointers will give you a very clear idea of what you need to improve on and what is all ready working well.  Once you have made improvements to the way users experience your website the most important thing to do next is…

 

Ask your users again!

 

The best way to ensure your results keep getting better is to test, tweak and test again.  This should never stop.  As the intelligence, technology and attitudes of your users keeps evolving.  So should you.

 

This article is giving you the briefest outline of something called usability which is vital to User interface Design (UI), which in turn is a major aspect of User Experience (UX)  I have intentionally left these buzzwords until the end of this article because a lot of you out there have a negative reaction when you hear them.

 

You assume that it is either too complicated or too costly but as you can see from the simple steps above it is very easy for any business to start listening to how their customers feel about interacting with them.

 

If you feel like you need a bit more help on this then why not get in touch and we can start a conversation.

 

 

How Much Should I Spend on a Website

How Much Should A Website Cost?

 

This is most common question anyone in the web design industry gets asked and if you know web designers you know it is not always a straightforward answer.  Compare it to asking a car sales man how much a car costs.  It all depends on what you want the car to do.  To get an accurate quote on a website you need to give the web designer or company more details.

 

I am writing this article in the hope that it will give you some insights on how to effectively budget for your website.  In the interest of full disclosure, I have a small bias because I work for one of the best website development companies in the known universe!  I will try and keep my ego in check and give you information based on my experience in the web design industry over the last 10 years.

 

To understand website costing you need to look at three questions:

  1. What do websites cost?
  2. What can I afford?
  3. What is my priority?

 

What do websites cost

If you carry out even the most basic research you will find that website costs vary wildly depending on where you look and it is not always clear what the difference in the result is.  To help dispel some of the mist around this you can break it down into four broad categories.

 

D.I.Y Websites €0 – €500

Platforms like wordpress.com, Weebly & Squarespace offer you the option of do it yourself web design.  If you have some technical or design experience it can be a great low cost options.  As with all DIY projects the results can look fantastic or frightening depending on the skill set you have.  Most of these platforms come with preset themes that may well suit your needs and require little else other than your content.

 

Assisted D.I.Y. Websites €500 – €1500

For the less brave but still budget sensitive they can engage a professional to set up a WordPress theme and tweak it to suit your requirements.  This normally leaves you with a great looking site that you then must populate yourself with your own content. This can be a real winner for small business or start ups as there is minimal outlay and you have an experienced developer on hand.  A word of warning though:  Your professional works based on billable hours (or should do) so you need to know how much of their time you are getting as some of these projects can creep which can lead to a fractious relationship between you and your developer which is no good for anybody.  Always ask what the hourly or day rate is and then cost in terms of time.  It is fairer to both of you.

 

Professional Website €1500 – €3000

This is where a lot of web designers like to work.  Still a reasonable cost but more time to do more.  Believe it or not web designers like to create beautiful work and if they have the right budget they normally do just that.   As with the previous option make sure you know the time rates for your web development company and agree a reasonable timeline at the outset.  This price range is perfect for standard business websites or simple ecommerce systems.  If you need your site to go a little further or do a little more it is usually possible to evolve or build onto this type of site.  If you need it bespoke from the start then you need to look at the next step up.

 

Bespoke Web Development €3000 + €?????

Ok so this can be real blank-cheque territory so if you are going down this road you should either a) have plenty of experience with websites or b) have someone who does.  Most bespoke sites are completely reworked or remodeled within their first year because clients are rarely right about what is important for their customers.  Starting small and growing big is a much safer option.  However, if you are committed then here are a few things to keep in mind:

  1. Create and sign off on a functional spec.  Make sure everything you want the site to do for you and for your visitors is down in black & white.
  2. Create graphics before you start building.  You should see and sign off on images of what the key pages of the site will look like before committing to the build.  This limits the misinterpretations of developers.
  3. Agree a timetable for every key stage and stick to it.
  4. Agree rates for additional work.  It is hard to think of everything and extras normally cost extra so get a clear idea of what the rates day/hourly rates are for work over and above the spec.

free-audit

 

What can I afford?

Now that you know the kind of costs that are out there you can start to focus on the real question:  What can I afford?  To answer this, you need to know a few things:

 

How long will this website last?  Websites generally have a technical shelf life of 3-5 years.  If you consider the pace at which the web design industry moves you will realise that nobody can predict where we will be in three years.  There is chance that your website will be as good in three years as it is today but it is more likely that something significant will have changed in security standards or user experience.  If you are shopping around now you should be looking at your website spend as something that will last for the next 3-5 years (similarities here again to car buying).

 

How much revenue will it generate?  Deciding what to invest in a website should be considered in terms of what the website is going to create.  How many new leads or sales or what is the potential revenue you are expecting (top tip: be conservative!)  Once you have an estimate on this, your new website development should fall between 5-10% of the gross profit on those sales.

 

Let’s look at two scenarios:

 

Website 1 is a business website with no ecommerce engine.  It generates 4 leads every week with at least one of those leads converting to a sale every month.  If the average value of the sale is €400 and the cost of sales (what you spent on the product) is €110; then your gross profit is €290; 10% of this is €29 so over three years this website will generate an estimated €1044 (€29 x 36 months) This puts you firmly into the assisted DIY bracket.

 

Website 2 is an ecommerce website generating 25 orders a day.  The average order value is €48 with a gross profit of €10; That gives you a gross profit over three years of €273,750; 5% of this total is €13,687 which puts you into the bespoke price range.

 

The point I am making here is that you should look at your budget as a percentage of your gross profits as this gives you a sense of what a reasonable budget is.  This is probably something your accountant has already told you.

 

dmac-media-on-trustpilot

 

What is my priority?

My decisive point for this post is that once you have all the figures, you need to decide what the priority is.  You can only spend two things in business and that is time or money.  I have found that there is a balance between these when it comes to web design.  The more of one you spend the less of the other.  You need to decide how important the website is to your business and act accordingly.   You may have lots of free time and very little money which means you are going to be a master of DIY or alternatively you might have a budget and no time so the professional is your best route.

 

Hopefully you have gained some useful insights in pricing your next website revamp but if you are like me and have just skimmed this article let me give you all the above in a neat little cliché:

 

There are three options for pricing any job:

  1. Fast
  2. Right
  3. Cheap

You only get to choose 2.

 

 

The Trust Stack and what it means for your ecommerce website

The Trust Stack is fast becoming a common term for how people are interacting with companies and individuals online.  The formal definition, according to Rachel Botsman, is as follows:

A new trust framework is emerging in the collaborative economy, the ‘Trust Stack’. In the first layer of the Trust Stack, people have to trust that a new idea is safe and worth trying. The next layer is trusting the platform, system or company facilitating the exchange. And the third layer is all about trusting the other user.

Trust or faith in ecommerce as a concept has been well established but if you are involved in ecommerce you need to pay attention to that second layer, “Trusting the platform”. When a new customer is contemplating a purchase from your platform they are dealing with uncertainties. Is this the right product? Is that the best price?  When will I get it?  Along with a host of other concerns that give the average new customer a high level of uncertainty.

 

A good ecommerce website will do everything it can to lower that uncertainty which in turn builds on the trust the customer has in you and your business.  Sounds good right?  But how do they do it?  Here are some key factors that you should look to address at two key stages of the purchase process, the product details page & the checkout process. These pointers are based on a traditional product based ecommerce process but many of them can be applied to any website.

 

Its all in the detail

 


Below is a screenshot from our friends at babyaccessories.ie  the page layout is clean and simple but there is a lot of elements here that create trust with visitors.

koolkidz

  1. A large product image lets the customer see exactly what they are getting it also has an image zoom feature (take a look at the live site here) that lets the visitor get up close and personal with the product and judge the quality.
  2. The product title contains the brand name, colour and product type, you would be surprised how often it doesn’t!
  3. The price is the largest piece of text on the screen closely followed by the original RRP which shows the discount.
  4. Beneath the price you have a free delivery statement which offers a visitor free delivery if they spend over a set value.
  5. They are displaying both an availability icon (confirming they actually have it on the shelf) as well as an estimated delivery timetable.
  6. Speaking of delivery, there is also extra delivery and returns information in the tabs beneath the image.  Lack of, or unclear delivery and returns information is one of the most common reason for abandoned carts.
  7. Last, but definitely not least, they are displaying the statement “safe and secure shopping” statement along with a recognised online credit car processor.  Customers will recognise and respond to processors they have used before.

All of these elements reassure a visitor and make them much more likely to click on the all important “add to cart”.  This is a great start but it is only half the battle.  Lets move on to the checkout process.

Good Checkouts Increase Sales!

Cart abandonment rate online is somewhere between 60-80%.   You can lower your percentage by continuing to build trust and lower your users’ uncertainty.  Here are some pointers to consider:

Simple cart summary

When a customer visits the cart you want to make it very simple to start the checkout process.  The cart should have only the essential information for a customer to make that decision.  Keep your cart simple by making the options for removing or updating quantities of products obvious.   Show your delivery options clearly and make sure the customer can see the total cost at this point.  In addition, an eye catching checkout button that is visible above and below the cart summary.  Do not make your customer look for twice for it.

Stop asking me to join your cult!

The most common first step for a checkout is to ask the user to sign up or log in as a member or checkout as a guest.  This is a bad idea.  A first time customer does not want to join your club or become a fan.  Pushing them at this point can drive them in the wrong direction.  It is far better to let them checkout as guest and ask them to join afterwards (preferably with a bonus for doing so)  If the customer is already a member they just need a simple log in link.

Choice of payment providers & delivery options

Customers are getting used to having it their way.  Providing customers with options for payments (PayPal, Stripe, etc.)  gives them control.  The same goes for your delivery options.  Express delivery,  standard 3 day delivery or collect in store?  Don’t assume you know what is best for your customer.

 

If you spend time studying how visitors behave on your website you can find hundreds of ways to lower their uncertainty and increase your revenue.  If you would like us to take a look at your platform why not mosey over to our contact page and we can start a conversation.

 

 

 

 

Western Drama Festival New Website

*** Go Live *** – New Website for the Western Drama Festival

In recent weeks we had the pleasure of launching a brand new website for the Tubbercurry Western Drama Festival. The group were thrilled that their new look website which has just gone live ahead of the upcoming All Ireland Drama Finals running from April 21st to 29th in St. Brigids Hall Theatre, Tubbercurry. This is sure to be a marvellous event for South Sligo and a wonderful opportunity to showcase all that Tubbercurry has to offer. The event itself will culminate in the All Ireland Three Act Confined Finals.

 

With a host of drama enthusiasts expected to travel to the event from all across Ireland, the new look website for the Western Drama Festival has made it easier than ever before to communicate essential information for both participants and drama fans alike. Their new website also boasts a wide range of recommended activities, things to do and places to eat, as well as acknowledging the proud sponsors of the event. (Including some other Dmac Media Clients). Main Sponsors can be found here, while Night Sponsors can be seen here

 

The easy to use, Dmac Content Management System, has simplified website management making it easier than ever before to add, remove, and tailor a websites look and feel,  so that it never gets old. Having a 100% mobile responsive website was a key consideration for the group as visitors to the event will be browsing via their mobile phone primarily, and of course this comes as standard with a Dmac Content Management System.

 

For more information about the event itself visit www.westerndramafestival.com

 

Succeeding Online isn’t easy!

Contacting a Dmac Media Account Manager can help drive your business online – Contact Us Today!

eCommerce Platforms

Upgrading Your Website – Why it’s important

For many companies, the purchase of a new website is classed as a once in a lifetime event. Some liken it to purchasing a car, as they may get 5 to 10 years diving before you need to update.  However, modern technology is moving so fast that a failure to upgrade and update within this time period will leave you in the dark.

 

In reality, a new website will typically give your 3 to 5 years of quality service before it becomes outdated and staid. It also becomes increasingly likely to break down with the passing years.  Sure, you can update the look and feel of a website, much the same as you may improve your car’s interior however, and under the bonnet that weary old engine has simply become clunky and defunct. Sleek, fast and smooth is the way of the internet now.

 

Upgrading your website shouldn’t be seen as a torturous experience – it should be celebrated as an exciting experience and a chance to shine a light on the best of your business. By the time it comes to upgrade, you will have benefited from value of your previous investment and so, can look forward to bringing your business successfully into the future. There are a few key considerations you should remember when updating your website:

 

Fast Load Time
Consumers are a discerning bunch. They know what we want, and they want it now. When it comes to the online marketplace, their attention span becomes minimal at best. Without a fast Quick Website Developmentload time many visitors simply won’t see or stay on your website. Advances in coding and web development mean that websites load speed can be manipulated and refined to meet consumer’s demands. Don’t present your business as a slow starter. Let Dmac Media help you with that first impression.

 

Higher Levels of Security
Security is the paramount consideration for Irish online shoppers. Online Shopping has seen unprecedented expansion in Ireland over the past decade, and it has now become the norm for most people. Reliable, secure websites generate the most profit, so upgrading your website and integrating with new payment portals such as Stripe, can help turn your new website into a profit making machine.

 

Mobile Responsiveness
The dreary dulcet tones of dial up internet are now a distant memory. Nowadays the world is literally at consumer’s fingertips thanks to mobile technology. Mobile Friendly WebsitesBut is your Website?
Google recently launched their “Mobile First Index” meaning websites whose content is optimised for mobile will be shown to consumers more often. Upgrading your website can help ensure your customers can see your business first, when searching for your products and services. Learn More about Mobile Friendly Websites…

 

Design & Usability
You may not realise it but your customers are fickle.  Surveys show that when they arrive at your website, they want to feel they have landed somewhere modern, contemporary and relevant to them. New approaches to web design and layouts coupled with the strategic placement of calls to action, can help buffer customers through the buying process and drive your business forward. Read Our Article on Web Design

 

These are just a few of the exhaustive list of benefits that updating your business website can bring.  Let us review your current site with a view to a revamp in both appearance and traffic.

 

Get in touch with a Dmac Account Manager for a website audit today…

Dmac Media Digital Outlook for the coming year

Digital Trends in 2017 – Things to Consider

Over the past five years, online trading has changed massively, and it continues to change to this day. Some of the key changes gathering momentum include the way consumers search for goods and services, device preferences and the rise of mobile searches. In order to keep you and your business ahead of the digital curve, we recommend that you consider the following elements for your online focus this coming year.

 

*Content Marketing:

Content Marketing is set to play a vital role in the Irish online marketplace this year, as more and more companies harness the power of quality content. Identifying your target consumers and creating positive and engaging content that wows this audience is the key to driving quality in market traffic to your website. We highly recommend developing a content calendar and social media road map to aid businesses throughout the year and bolster efforts to gain a larger slice of the ‘online pie’.

 

Dmac Media’s Recommendation:
Put quality content at the top of your digital to-do list in 2017.

 

*Mobile First Indexing:

Mobile access is playing an ever increasing role for consumers, and search engines are now taking notice and action which you should be aware of if you want to attract traffic. This year, Google will launch its first ever mobile first index, whereby the search engine will rank your mobile content before your desktop content. In this regard, Google’s hand has been forced by the changing patterns of consumer search.  In fact, it is a direct result of the surprising statistic that over 50% of searches are occurring from a mobile device. Looking beyond 2017, Google have confirmed that in the near future, their algorithms will primarily rank mobile content first, so this mobile first indexing appears to be a stepping stone to normality. The following quote is taken from the Google Webmasters Blog;

 

“Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.”  

 

 

Dmac Media’s Recommendation:
Get ahead of the trend now and begin optimising your mobile content.
If your website isn’t mobile responsive, contact a Dmac media account manager today.

 

* Big Bold Type & Homepage Video :

With content becoming the primary focus for web designers in 2017, the design and choice of typeface and screen-space is paramount. Concise, powerful statements overlaying images are vital on customer facing pages (particularly the homepage). Inevitably this will further emphasise the need for a good collaboration between content marketers and graphic designers to deliver the most inviting website possible.

With rich media playing an ever increasing role within the online environment, videos are coming to the fore as a primary focus from both a content and a marketing perspective. Nationally and internationally, web designers are continuing to move towards quality video content being hosted on the homepage as consumers become increasingly demanding and accustomed to a certain standard of website.

 

Dmac Media’s Recommendation:

Contemplate the unique points of your product or service and deliver that message in a clear, concise manner. Think about the client when developing your website pages and create meaning for the end user. Take time to put clear and engaging content on your webpage. Remember to include images, videos and external links as appropriate. Mix it up and make it happen!