“Marketers need to build digital relationships and reputation before closing a sale.” - Chris Brogan, Chief Executive Officer of Owner Media Group.
And how else can you build brand reputation in the digital era than with a robust online presence?
Today, leading companies are leveraging web design to sustain their digital marketing efforts and are seeing remarkable business results. The following article provides a clearer picture of how digital marketing and web design can work together to deliver digital-readiness and build long-term customer relationships.
What makes a great web design strategy?
User-friendly web experiences. One of the primary purposes of a website is to build brand awareness, attract, and retain customers. Consequently, when crafting your web design strategy, the user experience should be a top priority. Think big: accessibility, usefulness, credibility, value, desirability, usability, ease-of-use. All of these are core elements of what attracts website visitors to turn back to your site and, ultimately, become your customers.
Search engine optimization (SEO). An SEO-centric web design approach will help you build a solid online presence and a long-lasting brand image. When thinking of SEO, you must consider your long-term objectives and adjust your optimization techniques according to these objectives. On-page and off-page optimization methods, meta descriptions, catchy headlines, alt tags in images, etc., are just a few of the elements in the arsenal of a solid SEO strategy.
Content optimization. This is the backbone of your website, and it can work well in tandem with SEO. When done right, your content will be easy to read, accessible, comprehensive, and informative. You don't want to overwhelm website visitors with too much text, so keep it short and concise. And don't forget about engagement. Think from your audience’s perspective—what would you like to learn from the content displayed on your website?
Streamlined navigation. It might sound basic, but the truth is many websites could use some serious work when it comes to navigation. A user-friendly website allows visitors to quickly move from one page to another without 'getting lost'. A site map can prove to be really effective for this purpose, offering interactive and functional features for the users to know exactly where they are on the website and how to get to the desired location.
Branding. Your website should reflect your brand's identity, your business’s culture, and the way you relate to your customers. You can create this brand-website link by investing in visually connecting your logo, print material, and brick-and-mortar location. In this way, you'll add an extra layer of credibility and enhance your brand’s overall image.
“Your website is the center of your digital eco-system, like a brick and mortar location, the experience matters once a customer enters, just as much as the perception they have of you before they walk through the door.” - Leland Dieno.
What makes a great digital marketing strategy?
Content management and planning. To be successful in digital marketing, you need to set realistic frameworks from the beginning. There are plenty of strategies and tools that can help you with this, such as content mapping, editorial calendars, or timelines. At this point, you want to plan smartly and organize your project with well-defined outcomes in mind. However, nothing is certain in life, especially in business, so leaving room for uncertainty can be a productive mindset. Set your key performance indicators (KPIs) and ensure that they match your overall business goals.
Choosing the right KPIs. Speaking of goals and performance metrics, how do you accurately set them? To stay on target, you must understand your digital needs and marketing efforts. There are some key questions to ask here:
How are your KPIs connected to your objectives?
What's the subject of your measurements?
How do these measurements relate to the user experience?
To what extent do you need to monitor these specific metrics?
Answering these questions will not only help you go beyond data and address the human experience but will also support a solid digital and sales marketing strategy.
Leveraging effective content strategies by addressing the 3 R's of engaging content: reliable, relatable, and relevant. Getting to your audience and performing effective outreach campaigns relies on wisely chosen content. Provide your customers with fresh, relevant information, and you'll quickly build trust and position yourself as a reliable advisor.
Strategies are important, but so is flexibility. In business, as in life, it is always wise to leave room for uncertainty. That means building a strategy that is flexible and can adapt to new, unexpected scenarios. In other words, leave some unfilled spots in your timeline so that you can, later on, incorporate things like viral competitors' articles, trends, and current events, or unforeseen expenses in new technologies. To build flexibility, ask yourself these questions from time to time:
Where could I improve my strategies?
Which tools should I choose to keep the business in line and better organized?
Where is the business getting the most traffic from?
What KPIs am I interested in at this stage?
Measure your content's performance and see where it is heading. In digital marketing, you always want to know where the business is standing. That's why visualizing a clear direction and planning accordingly to reach your goals is essential. That means being aware of each stage of your funnel and adapting your strategies to match your current activity’s needs and demands.
Why web design and digital marketing should work together?
The impact of web design on your digital marketing outcomes is substantial. The way you design your website speaks volumes about your brand, and it plays a vital role in how your overall business is perceived and engaged with. Elements like the website experience, SEO, social media outreach, and branding are essential components of your digital marketing ecosystem. Blending web design and digital marketing is a modern approach that takes digital businesses to the next level.
“Websites promote you 24/7: No employee will do that.” - Paul Cookson.
What are your thoughts on the importance of connecting digital marketing and web design in a holistic business approach? If you want to leverage the full power of the digital, have a look at Optasy's services and see how our experienced team can craft a personalized digital strategy that will suit the needs of your business.
Let us build your roadmap to digital success!
Photo credit: edhoradic on Unsplash.
Raluca Olariu / Mar 18'2021
You either ride the wave or drown in it (yes, I am talking about the new e-commerce reality that COVID-19 has brought). So, you’ve decided to go ahead and open up your own online shop and you ask yourself: “Why would I use Shopify?”
Why not... BigCommerce, for instance?
And you know that going through this digital transformation is going to be painfully challenging since you’ll need to:
go through the entire process of building your online store (obviously!)
make sure the servers will withstand huge (hopefully) amounts of traffic
actually ship your products
handle those scenarios where customers return their products
handle all the marketing of your online business
…
With so much on your plate, the last thing you need is a complex or a too rigid eCommerce platform.
One that would make setting up and managing your store even more cumbersome.
But still: why Shopify?
Here’s why:
1. You Can Start Your Own Shopify Store with… Zero Technical Skills
And this is one of the key reasons why it’s the best eCommerce website builder, particularly for small businesses.
Shopify handles all the technical stuff for you: backups, security, web hosting, updates.
Unless you need some more advanced features than the ones it provides you with out of the box.
Otherwise, you’re good to go: you can set up your store in no time, with no computer science degree.
Talking about empowering entrepreneurs, right?
2. “Why Would I Use Shopify?” Because It’s the Easiest to Use
The question "Can I build my own eCommerce website?” has one simple answer:
Definitely!
With Shopify, you can set up your storefront and start loading in products in a few hours.You have an intuitive interface “at your service”, enabling you to get everything up and running with… no single line of code.
It’s conveniently easy to use, with your store ready to go pretty much right out of the box.
3. You Get Everything You Need to Run Your eCommerce Business
And I’m talking here about:
web hosting
deep insights into your customer behavior via its easy to navigate dashboard (Are they abandoning carts? How long are they hanging out in your online shop? Which social media channels do most converted customers come from?)
advice on the measures you could take to boost your sales
transaction management
a dedicated payment gateway: Shopify Pay (while it also integrates smoothly with Amazon Pay, PayPal, Stripe, Worldpay)
integrations with Google and Facebook and other platforms, as well
In short, Shopify takes care of everything online store management-related for you.
4. You Get a Fast and Low-Cost Shipping Service
“Why would I use Shopify for my eCommerce store?”
Because you get access to a network of thousands of third-party logistics providers.
And this is gold particularly for small eCommerce businesses (with big plans), who don’t have a global logistics network.
In this respect, Shopify Fulfillment Network taps into machine learning to guarantee you deliveries on time (two-day shipping) and lower costs for your shipping.
And speaking of shipping (and empowering eCommerce businesses), you’re free to choose the shipping option that best suits your needs:
by product weight
by delivery speed
by the region on the globe that you’re shipping to
5. You Get a Large Collection of Apps to Add More Functionality to Your Store
It’s what makes Shopify one of the most “tempting” eCommerce platforms:
You get to start small, using its built-in features, then… scale up, adding more power to your eCommerce business via add-on apps.
And, thank God, there are thousands of them in the Shopify App Store.
Ranging from:
reviews sections
to chat feature
to the feature of converting prices to international currency
to email marketing tools (if your chosen theme doesn’t already provide you with such a feature)
… you can browse, choose, and add any type of new functionality that you need to “inject” into your web store.
And since scanning through such a rich collection of third-party apps can get overwhelming, just make sure you go with the best-rated ones. It’s the best criterion to filter them by.
6. You Get a Whole Range of SEO Tools to Rank Your Store Higher in Search
“Why would I use Shopify to create my online store?”
Because it “spoils” you with a heavy load of built-in SEO tools to help your store get found:
it prompts you with SEO best practices whenever you add a new product to your catalog
you get header code and custom URL
multilingual options
reporting tools
blogging
7. You Get a Rich Collection of Themes, Specifically Designed for eCommerce
This is another strong reason why Shopify’s still one of the most popular eCommerce website builders.
It provides you with one of the most impressive collections of stylish, clean, professionally designed themes.
Themes that you get to browse through by:
industry: food and beverage, art and photography, home decor, etc.
price
popularity
style: “fun and lively”, “minimalist”, “great for small inventories”
Good to know! The Shopify Express theme is the theme to go for if you need to get your store online… yesterday. If you don’t have tons of images for your product catalog and you need to get online fast, this theme’s the one for you.
When it comes to built-in features, all Shopify themes ship with:
social media icons
drop-down navigation support
free stock photos by Burst
SEO
customizable content sections on the home page
mobile-friendly design
free theme updates
built-in styles and color palettes
Prioritize those themes that ship with features that are critical for your store over the great looking ones that… lack them.
Otherwise, you’ll need to look for (and pay for) Shopify apps to compensate for the missing features.
In other words:
Why not make your life easier from day one, going for a theme that helps you check most of the features off you wishlist?
You’ll find it more… natural and easier to design your product pages around your products, then to style them with no products to feature.
The END!
Are these reasons strong enough to answer your question: “Why would I use Shopify for my online store?”.
But what if you’re not that thrilled about the idea of a DIY store?
Maybe you don’t have the time (or you simply want to invest it in other projects) to get into the nitty-gritty of building your own online store, from A to Z
Or what if you:
need a fully custom Shopify app for your store? One that should store a particular functionality that you need incorporated into your shop?
… or maybe a theme that’s tailor-made to suit your specific business needs and to do your brand justice?
want to customize your product page or your checkout form?
We’re here to help you make the most of Shopify and fine tune it to your needs.
Just drop us a line and let’s build your powerful online presence.
Image by Akash Sanchihar from Pixabay
Adriana Cacoveanu / Jul 13'2020
They're not there for the looks, you know. Users come to your website to search for... something — a product, a service, information. Its role is to make it easy for them to find that "something" via its search engine. But how to improve internal site search and "shorten the time between query to conversion"?
What are some best practices when adding search functionality to your website so that:
it serves up the most relevant search results?
it reduces user-friction?
it provides the best search experience?
it helps users to convert faster?
Here's your 12-step checklist to an effective on-site search:
Why Site Search Is Important?
"Adding on-site search to your website increases conversions by 480%!" (Neil Patel).
Just think about it:
The user's found your website (your SEO efforts have paid off). It's something specific that he's looking. Or he at least has some idea of the type of products/services that he's there for.
Now, why would you want to make him go over... 5 different pages of results before he reaches that service/product page that he was looking for in the first place?
Instead, your website's search engine should help him out with:
search suggestions
autofills
real-time preview of search results
Like Office Depot here, whose on-site search engine gave me plenty of search suggestions when I looked for a "chair":
Step 1: Put It Front and Center
One of the powerful internal site search best practices. But also the most ignored one.
Don't be that website owner.
Instead, put your search box where users can see it the instant they get on the web page:
besides the navigation
right below the navigation, as a distinctive element
above the navigation
in the header
Take Zara's example here: how long does it take you to find the search box on this page?
Step 2: How to improve internal site search: Make It Easier to Navigate
And what better example than Google's Search Engine itself?
You just can't miss it on the page. Moreover, search results are grouped into different categories — images, videos, news — lifting some of the burdens off your shoulders as an online "searcher".
It'll even turn your misspelled search queries...
Key takeaways:
consider using tabs by categories to make the user search experience as breezy possible
make the most of keyword matches
... and assistive technologies
It's all about shortening the time from the user's query to... conversion, remember?
Step 3: Boost Your Site Search Engine with Product Metadata
"How to improve search functionality?"
By forgetting all about the "meta tags have no impact on SEO" principle and starting to add relevant product metadata.
For yes, they do not count for traditional search engines, yet they have a huge impact on the way that your on-site search engine finds any product in your inventory.
So "feed" it metadata: titles, tags, attributes, categories, descriptions, specific keywords that your target customers will enter...
Step 4: Cater to All Kinds of Searches
There'll be users who know exactly what they need. So they'll be typing the exact product/serial number in the search box.
And there'll be users who have heard of an innovative, newly launched product in passing and will misspell its name.
Make sure your on-site search will serve up relevant results for both types of user profiles:
turn the product/serial number into a search criterion
make sure your on-site search turns relevant results on "misspelled queries", as well
Step 5: "Fuel" Your Internal Search Engine with Long-Tail Keywords
"How to improve internal site search?"
By optimizing your website copy for long-tail keywords (3-5 words).
The more you use, the more power you'll inject into your search engine.
Let's take this example:
You go to Office Depot's website looking for an office chair. Chances are that you're trying to find something more specific than a "chair". You want it to be... grey, ergonomic, made of leather or mesh.
You get the idea.
You're not looking for a generic "office chair".
Now, switch from your role of potential customer to that of an online owner and start optimizing your website copy for long-tail keywords.
They still have most of the search volume.
Step 6: Give Users Multiple Filtering Options via Faceting
Add multiple categories to help users filter through generic query results.
This way, you enable them to make their way to more specific results.
This internal site search "best practices" becomes a must-have if it's an:
eCommerce website
with a large inventory
... that you have.
A customer won't spend half a day looking for a "green cotton t-shirt for girls size XS", digging through dozens of result pages.
Take H&M's example here: they're using faceted search options to help me narrow down my options when I type a generic query like "shirt".
Step 7: Tailor the Search Experience As Per the User's Location
"How to improve internal site search?"
Localize your website content.
Or, in plain English: add regional dialect and idioms to your copy.
And you'd also want to include "popular searches in your... (name of the region)".
The whole idea is to:
personalize the search experience, making it more user-friendly
help the user find what he's searching for faster (and to convert faster, as well)
Even if he's using a dialect-specific word or phrase as a search query.
So, start building a list of synonyms for your search queries and use them to improve the search functionality on your website.
Step 8: Implement In-Search Filtering
Go beyond autocomplete if you want to provide the best search experience to your potential customers.
In this respect, advanced in-search filtering is one of the most powerful on-site search features.
Take this example:
Someone enters "sneakers" in your search box. You'd want to give him/her more search options, more specific suggestions like "sneakers in men's clothes" or "sneakers on sale"...
Again, a must-have on-site search feature if it's a large eCommerce website that you have.
Step 9: Add Informational Content, As Well
Not everyone on your website is there to buy something from you.
Some of them are looking for specific information on your products.
So, another effective way of improving search functionality on your site is to you ensure there's enough info-rich content for these users to dig into.
Step 10: Serve Targeted Search Results Based on User Behavior Data
Here's another answer to your "How to improve internal site search?":
Make the most of previous user behaviour to serve targeted search suggestions.
Rely on users' profile log information to:
identify distinctive patterns and tailor your recommendations accordingly
identify regional phrases (e.g. "soda" instead of "coke") and use them to personalize your suggestions
Step 11: Give Users More Control Over the On-Site Search Results
How? By giving them:
categories to filter through their search results
drop-down menus
brand names that they could use as search criteria
a personal search results page where they can keep track of their past activity and use quick search options based on their past behavior
Step 12: Serve Relevant FAQs on Every Search
Another effective and easy way to optimize search function on your site is to display FAQS at the end of each search
This way, users get more information about the product features/price/specific fees/brand that they're interested in.
Tailor these lists of questions to the user's past behavior and query data and turn personalization into your most powerful ally.
The END!
Maybe you do want to increase the conversion rate on your website, but without having to:
optimize heavy of loads content for long-tail keywords
get tangled up in user data to track down all the regional words variations
write metadata for... hundreds of different product pages
We get you. And we've got your back.
Just drop us a line and let's improve your on-site search so that you stop leaving conversions on the table.
Adriana Cacoveanu / Jun 26'2020
You want to enable your content editors to build new pages on their own. So, which drag and drop Drupal page builder do you choose?
Let me try and guess what's on your "wishlist":
to be super easy to use, with an intuitive front-end editing interface
to be light
to be compatible with your Drupal theme
to load fast
to provide a decent collection of ready-to-use designs
to be conveniently flexible
Have I guessed it right?
Now, which of these 2 popular editors for Drupal 8 — Gutenberg Editor and Cohesion DX8 — checks the most must-have features off your list?
Let's compare them:
1. Introducing: Acquia Cohesion DX8
“The only low-code platform for the design, build and management of Drupal 8 websites.” (Drupal.org)
A Drupal website builder that empowers you (your designers and content editors) to create all the visual aspects that make a website:
layout
theme
element styles
templates
components
And all that in the browser, via a highly visual drag-and-drop user interface...
With no need to write CSS, PHP or HTML.
Here's how it works:
Acquia Cohesion DX8 provides your editors with a library of branded (reusable) content components — sliders, tabbed elements, hero sections, banners, video players, feature panels
they select, mix and match, and assemble together the blocks of their choice
… and fill them in with content.
Tip: your non-technical editors can also edit, inline, those display components (block “templates”).
And voila:
A simplified way of building Drupal websites.
A component-based approach to building a Drupal site.
And during all this time, your development team can focus on building all those unique functionalities that you have in mind.
2. 5 Reasons Why You'd Want to Use Cohesion DX8
Now, let's talk... benefits.
What are the main advantages of choosing Acquia Cohesion as your Drupal page builder?
2.1. Your content editors can assemble new page layouts quick and easy.
And “quick” is the keyword here.
The non-developers in your marketing and other teams can assemble new web pages in no time:
They just drag and drop and arange different components available in the library, making them fit into the design pattern that you've already defined for them.
2.2. Your marketers are free to edit content & layouts right on the page.
Another strong benefit that you can reap from using this particular Drupal layout system is that your editors can easily modify content/layout right on the live website.
In other words, Acquia Cohesion DX8 provides them with an easy to use in-context editor.
This means that your content editors can open the page that they need to update and make any change in... seconds.
Tip: you get to set different levels of permissions and keep track of who's updated what on the website.
2.3. Your content editors can build and manage your website with no coding skills needed.
In other words, you'll turn your editors into... web designers.
Source: Dri.es
They need no coding skills, except for a low-level understanding of some general website concepts, to put together a new enterprise-grade Drupal website if needed.
2.4. You can replicate the newly created design on all your Drupal websites
Why would you opt for this low-code site builder?
Because it enables you to export and reuse the same style configuration and web design across your entire ecosystem of websites. To sync your brand styles across your whole network.
An easy way to control your brand across a multi-site structure.
And a guarantee that your non-developers, who are granted such “power”, will keep brand-compliant in their work.
2.5. Your non-technical teams can build uniquely designed and fully responsive websites
The non-developers in your team (content editors, designers with little coding knowledge) can easily put together custom layouts using this drag and drop page builder for Drupal.
Source: Acquia.com
Moreover, Acquia Cohesion DX8 makes it easy for them to preview their newly created layouts in multiple device aspect ratios.
3. What You Can Expect from Using this Drupal Page Builder
Let's say you've already found the answer to your “Gutenberg Editor vs Cohesion” dilemma: you've opted for Cohesion DX8.
Here's what you'll notice:
your team sets up and launches brand new Drupal websites faster now
the costs for developing new websites have lowered
all the Drupal 7 to Drupal 8 website migrations have been streamlined
keeping brand consistency across your multiple Drupal websites is no longer a challenge
your digital marketing and content authors are more confident to experiment with new content (since updating and reverting changes is so straightforward)
your senior developers gain more time to innovate; to focus on their own development tasks
4. What You Can Build with Cohesion DX
Let's see precisely what you can create using this page editor for Drupal:
full page content templates
master templates that your content editors can use to put together headers, navigation systems, footers...
menu templates, from basic list menus to interactive, multi-level ones
content components, which can then be assembled together into unique layouts
CSS styles
view templates for your blocks or page
page content layouts
5. Introducing: Drupal Gutenberg
The Gutenberg Drupal 8 module comes as an alternative to the body field editor in Drupal:
Editors can build a new page by assembling content blocks instead of writing text in a text body.
Source: Drupalgutenberg.com
A Drupal page builder that enables them to:
move blocks around the page, as needed
reuse uniquely designed contrib blocks across multiple pages on your Drupal site and even across multiple projects
select from the pre-built blocks — lists, paragraphs, tables — that Drupal Gutenberg provides them with
insert raw HTML in the form field
When it comes to the “user-friendliness” factor, Drupal Gutenberg “bids on” a highly visual editing experience, just like Cohesion DX8 does:
Any member of your team, regardless of his/her technical skills, can easily build a new page by putting together media, text, and content blocks.
6. 4 Reasons Why You'd Want to Use Drupal Gutenberg
“Why would I choose precisely Gutenberg as my page editor?”
Here are some compelling answers:
6.1. You empower your editors to build new landing pages on their own.
It's all about “democratizing publishing":
Drupal Gutenberg enables them to add, move around, and edit blocks quick and easy.
6.2. Your editors get a whole collection of custom blocks to choose from
That's right: Gutenberg Cloud library comes as a rich content repository for contributed blocks.
From:
call to action sections
to uniquely designed forms
to web components
... your content editors get a whole collection of blocks created by other developers to dig into when building new pages.
6.3. You grant your editors a flexible, visual editing experience.
One of Drupal Gutenberg's biggest selling points is its React-powered UI API.
The JavaScript type of “fuel” that makes the editing experience both flexible and powerful:
a scalable, high performant editor
that content creators can use with great ease; no technical background needed
Where do you add that they get “spoiled” with lots of pre-designed elements to choose from, as well.
6.4. You enable your editors to use and... reuse Drupal media assets.
Gutenberg's conveniently integrated with Drupal's media library.
This means that your marketing team can easily scan through and choose the media assets that they need to incorporate into their landing pages.
And even re-use them as many times as needed.
7. What You Can Expect from Using this Particular Drupal Page Builder
A more independent, empowered marketing department.
Which automatically translates into a more productive development team, as well.
8. What You Can Build with Drupal Gutenberg
“What are the most typical use cases for the Gutenberg editor?” you might ask yourself.
landing pages
text-heavy content types (e.g. blog posts)
designs that don't call for a lot of dynamic configurations
simple layouts
content structures and designs that blend in perfectly with your theme's looks
9. Final Word
“So, which Drupal page builder should I choose: Drupal Gutenberg or Cohesion DX8?”
It depends greatly on your feature needs and on your content team's skill level, as well.
For instance: do you value the convenience of replicating the same designs on all your websites (Cohesion) more than... having an entire library of contrib content blocks to select from (Gutenberg)?
Keep “confronting” the features of these 2 website builders and put them against your team's needs and experience, as well.
The END!
How flexible is the authoring experience for your own team?
Have you tried implemeting any of these page editors into your page building workflow?
Feel free to share your experience, good or bad, in the comments below.
Image by 200 Degrees from Pixabay
Silviu Serdaru / Apr 14'2020
Let's say that you're considering using Drupal for your next web project. You've read about its unmatched robustness and flexibility... And still: real examples of brands that have their websites built on Drupal in North America would weigh heavier in your decision-making process than just... statements about its great features, right?
But which are they?
These websites powered by Drupal that are well known in Canada and the USA?
We've done our research and put together a list of both highly popular and uniquely designed Drupal-based websites.
So, here they are: the 10 best Drupal websites in North America to inspire you in 2020:
1. Ontario Institute for Studies in Education of the University of Toronto
OISE, Canada's most reputed center for graduate studies in education, has its website powered by Drupal.
And built by our own team of Drupal developers...
Why did they trust Drupal 8 with their digital presence?
because it's fast and good page load time was crucial for them
because Drupal's designed to “cope with” high volumes of content
because Drupal enables building websites with responsiveness in mind
because of Drupal's modular structure and flexibility: the OISE editorial team can easily add, update and publish new content, whereas new functionalities can easily be implemented in the future
2. World Vision International
A global organization impacting the lives of millions couldn't have chosen but a robust CMS platform like Drupal to power its website with.
With:
an intuitive UI design
clean and conveniently minimalistic design
a reliable content management system to support a site representing +90 countries
... the World Vision International's Drupal-powered site is built to make an impact.
3. MIT List Visual Arts Center, One of the Top Websites Built on Drupal in North America
How could we have possibly left it out of our Drupal websites list?
MIT's website taps into:
the flexibility of the Drupal entity system to grant visitors a content-rich user experience centered on content diversity: text, audio, lists, images
Drupal's features aimed at providing the editorial team, as well, the best experience
The result?
An intuitive, brand-driven content-rich experience for the users on the MIT website.
One that comes to complete the actual visiting experience at the MIT physical art museum and virtual art lab.
4. University of Arizona
One of the well-known websites using Drupal 8.
And it's no surprise that they've chosen precisely this CMS since Drupal's been the go-to platform in the higher education sector since... forever:
it empowers the staff to easily create, edit and publish content on the run
it enables that editorial team to easily share/reuse content across multiple sections of the website (and a high ed site is usually an intricate "ecosystem" of content sections and smaller sites)
it advocates for a "mobile-first" approach to website development
In the case of the University of Arizona, its old website got migrated to Drupal 8 and its design revamped, all in the name of a better user experience.
5. Think Global Health
Another one of the well-known websites built on Drupal in North America is this multi-contributor site that explores the way health changes impact societies, everyday lives, and economies on a global scale.
With such a heterogeneous content team and a wide variety of content being edited and added regularly on this newspaper website, no wonder that they've turned to Drupal.
6. Canadian Museum for Human Rights
Humanrights.ca has earned its own star on the Drupal websites' "hall of fame" due to a cutting-edge functionality that it incorporates:
Enabling visually impared users to configure their own experience on the site.
From adjusting the contrast to selecting the font size and style, they get the most of Drupal's "empower the end-user" philosophy.
7. Nature Conservancy California
Another one of those Drupal website examples where content variety "rocks supreme".
From video content to video footage, to interviews, to ambient sound, this platform's using Drupal for handling the multiple types of content formats that support its project stories.
8. Princeton University Admission
What makes this high ed website stand out from all the other university websites built on Drupal in North America?
the non-conventional visual storytelling techniques that it leverages in order to highlight what's representatively unique about this school
the impactful content (linear media), ranging from narrative faculty portraits to textural videos of the campus life, photo content providing visitors a more in-depth view into the life at Princeton
Furthermore, they chose Drupal in order to inject" top performance and give their "Undergraduate Admission" website a fully responsive web design.
9. Jack Daniel’s Tennessee Whiskey
JackDaniels.com makes a great example of a website that makes the most of Drupal's powerful content management features:
again, the site comes as a complex ecosystem of different types of content: immersive photography, video content, cinemagraphs...
local markets around the world get to custom-tune the website to suit their own local customers' needs; to personalize it with translated copy, market-specific programming...
A robust content management system along with the "empower the user" philosophy, these are 2 of Drupal's defining features that JackDaniels.com taps into in order to provide:
an engaging experience to its visitors
an empowering experience to its users (admins across the globe)
10. TraffickWatch
The storytelling Drupal website of a nonprofit that raises awareness about human trafficking.
The END!
What other famous websites built on Drupal in North America have we missed? Feel free to... scold us in the comments section down below.
Adriana Cacoveanu / Feb 25'2020
The line between useful and... useless (or pushy or simply annoying) is thinner than you think. That's why creating a mind map that aligns your site's content structure with the user intent is... critical.
"Whether you’re a product owner or designer, you don’t want your website to be a maze with nothing but frustrating blind alleys.” (source: altexsoft.com)
And there's no guessing work or discouragingly complex process in identifying the current user flow on each web page on your website:
Just take a look at the behavior flow report in your Google Analytics. No rocket science here...
Take it from there and:
identify the roadblocks
restructure content on each page so that it matches user intent and is fluid and easy to read
But let us give you a hand with that. With mind mapping your current customer journey and planning its improved version:
In this respect, in today's post we'll:
give you the “anatomy” of a user-friendly website: what elements make a website, well, user-friendly?
define mind mapping with respect to designing the user experience on a website
teach you how to create a mind map: an easy step-by-step guide
show you how to use a mind map to make UX improvements on your website
1. The Anatomy of a User-Friendly Website: 4 Essential Features
“A vague objective leads to poor results.”
There's no point in creating a mind map that would hopefully make your website more user-friendly if... you're not quite sure what key elements make a website user-friendly.
So, here's the list of must-haves for any website aspiring to deliver a great user experience:
1.1. High Speed
It's no news to anyone: the page loading time has a huge impact on the user experience.
Unnecessary interactive elements, that don't match users' needs and don't play any role in the conversion process either, will only get you a clunky and... well... slow website.
1.2. Useful Features
And “intuitive” I must add.
Again, we go back to the “elements justified by the user's needs” principle:
Is that slider useful and relevant for the user behavior on your website? It it too bulky, loaded with endless options that just ... discourage the visitor?
You might want to re-evaluate all the features on your website: are they relevant and intuitive enough?
1.3. A Well-Structured Information Architecture
Information that's:
easy to access
easy to interpret
… is key for a wannabe user-friendly website.
1.4. Content that Matches User Intent
If users are looking for online cooking classes, let's say — and that's precisely what you promise to deliver them — and you're only trying to sell them kitchen gadgets on your website, the only result that you'll get is them bouncing off in seconds.
2. What Is Mind Mapping with Respect to Designing the User Experience?
An overly simplified definition would be:
A way to brainstorm and present the generated information in a visual way.
Now, since I've promised you a definition “with respect to” creating the user experience, here's a more... context-specific definition:
Mind mapping is a vesatile technique where you put together a visual hierarchy of your site's present or future content. It lists out the key pages on your website (homepage, service pages, blog page, etc.), the various relations between different web pages, the links and CTAs on each page...
Source: altexosft.com
In short: mind mapping reveals how data is structured on your website.
Of course, you'll then consider creating a mind map of the target version of your current website. The more user-friendly one...
3. Main Benefits of Using Mind Mapping: From Great Ideas to... Actionable Steps
Finding new ideas is exciting.
But jumping on every new great idea that someone in your team has, without first checking whether it aligns with the user intent, is just like... making shapes out of soap foam.
Not only that they're not future-proofed, but that clutter of ideas might not work together either.
By using one of the best mapping tools available online for structuring those ideas as they... pop out, you turn them into actionable steps in your strategy for improving the UX on your website.
And the clear benefits to mind mapping are:
you define your ideas' roles: what role do they play in your UX strategy (if you can't assign them a role, they're just “Wow” ideas with no solid justification)
you assess their value: how does implementing this new idea bubble up to the user experience?
you identify the various relations between them: you might want to avoid “island-ideas”, with no connections to other ideas listed out in your mind map
4. Creating a Mind Map: 5 Simple Steps
Now that you know what a mind map is and why on earth you'd bother making one, let's see how you can actually put one together:
4.1. Create a Mind-Map Template
Just so you can have a basic idea of the current information architecture on your website.
List out how data's being structured on your website now and how you plan to structure it for its more user-friendly future version...
4.2. Map Out Your Ideal User Flow
How would you like your website visitors to engage with your content? What actions would you like them to perform?
Source: mindmeister.com
Once you've outlined the key pages on your website (homepage, services, features), start planning out the user flow.
4.3. Compare it to the Current Behavior Flow Available on Your Google Analytics
Before you can properly map out the user flow, you need to know what's the standard customer journey on your website now.
For that, just delve into your Google Analytics data and look for the user behavior report. It'll show you all you need to know about:
how users are engaging with your website's content
what paths they usually take when navigating through your current information architecture
4.4. Identify the Roadblocks
The user behavior data might reveal to you some unwanted realities regarding the user experience on your website:
poorly structured content
a bulky and tiresome collection of interactive elements
irrelevant features (embedded videos, interactive elements, social sharing functionalities)
too many tools that don't respond to users' needs
4.5. Make the Appropriate UX Decisions to Influence the User Behavior
Now that you've identified the main roadblocks in delivering the best user experience, it's time to... remove them, one by one:
turn chaos into a logical content hierarchy
trim irrelevant page elements, with zero value in the conversion process
adapt web pages' content structure to the needs of specific audience segments (make sure to include relevant information for those customer personas, redesign your CTAs if needed...)
5. How to Use a Mind Map to Make Powerful UX Improvements
Creating a mind map is but the first step:
Turning it into powerful UX decisions should be your main objective.
So, the answer to the question “Are mind maps effective/useful?” is:
They are if and only if you make them useful and... usable.
You can turn your mind map into:
an effective sitemap
a customer journey map
But let us take a real-life scenario and point out specific UX decisions that you could make with your mind map at hand.
It's an example that I've run into reading Mindmaster team's great blog post: A Simple Way to Design UX, UI and CX Using Mind Maps:
Say you're targeting 3 different customer personas on your website. You then need to plan 3 different user flows.
You start by grouping the web pages on your site into 3 categories, each of them corresponding to one audience segment.
Then, you start doing some user behavior mapping: how do you want each customer persona to navigate to the corresponding web page so that he/she clicks the CTA placed there?
Now, it's time to make some critical UX decisions:
what relations to set up between various pages on your website? You might have a user on a service page and you need him/her to visit your “get a quote” page, as well
what's the best CTA design for each one of your 3 types of pages?
what key information should you include on a page, depending on the customer persona accessing it?
See? Not only that creating a mind map helps you put together an effective information architecture, but it's also a great technique for generating content ideas that match the user intent.
6. Final Word
In the end, it all comes down to goal setting.
Creating a mind map is a great way to:
understand your website goals: what type of conversion actions do you want users to perform?
achieve those website goals by delivering a user-friendly experience: content that's useful, accessible, easy to read and to interpret
The END!
Do you usually create mind maps when building new websites, to ensure they'll deliver the best user experience?
Or for existing ones, to improve their UX?
Do you consider them critical or optional in designing the user experience?
Image by Biljana Jovanovic from Pixabay
Adriana Cacoveanu / Dec 14'2019
What Will Be the Chatbot Trends in 2020? From Enterprise Chatbots to... Emotionally Intelligent Bots
How will the chatbot and conversational agents market look like next year? Which are those high-impact chatbot trends in 2020 to expect and to prepare for?
Trends to adjust your customer experience strategy to...
And one thing is for sure: there's no way back...
You either standardize and invest in AI-powered chatbot development and implementation or you're... left behind.
Because experts anticipate that by 2020 approx. 85% of the interactions that customers engage in with businesses will be chatbot-intermediated.
And because the now improved AI-based language capabilities are already paving the way to more sophisticated chatbot solutions for:
user support
customer service
information management
In short: there's no other way but... the “bot way”.
So, what will be the hottest trends of 2020 for chatbot (and associated technologies) development? Keep on reading...
1. Voice-Based Bots
Quote source: Big Data Made Simple
Are you prepared for the... rise of voice?
For a great customer experience will be a great voice experience in 2020...
Get ready to start using voice as the key medium for helping your customers:
find their way on your website/mobile app
find the product/identify the services they need
place an order
check their... bank balance
Voice will become a too important medium to explore and to “exploit” in order to attract new customers and retain your current ones. To send out your updates, deals, and offers...
In other words: you should grant talking bots a central place in your customer experience strategy by 2020.
Note: do not take talking bots or conversational interfaces for merely assisting chatbots, though.
With:
voice language processing, speech recognition and AI technologies getting more and more advanced
skyrocketing consumer adoption of voice-enabled devices
… voice-activated chatbots will be one of the rising trends next year. Your customers will be uttering their queries instead of typing them on your site/app:
Will they be getting a helpful reply or... just the echo of their voices?
2. Enterprise Chatbots: One of the Biggest Chatbot Trends in 2020
Expect to witness conversational platforms take over... the workplaces.
This is going to be another huge trend in chatbot development in 2020. And it's pretty... predictable if you come to think of it:
Agile teams are on a constant quest for ways that could make their collaboration in the workplace more efficient.
Using just a verbal request for accessing a file or triggering a software tool — that would otherwise call for an X-step process — is, indeed, efficiency at its best. And convenience...
Is your team ready to rival these future teams who'll be taking full advantage of business chatbots next year?
Keep in mind: faster and better will be the best 2 words to describe the workflows of the future. So, you might want to consider welcoming enterprise chatbots into your workplace.
3. AI-Powered Chatbots
The future of chatbots is... AI-driven.
Chatbots will generate better customer insights by analyzing past and current data. And so, they'll feature more robust capabilities for identifying customers' preferences and behavioral patterns and for anticipating their future needs.
Now, what organizations wouldn't want to leverage that kind of capabilities to power their own customer experiences with, right?
4. Emotionally Intelligent Bots
IMAGE Image by Lola Kno from Pixabay
Another one of those high-impact chatbot trends in 2020 that you should prepare for.
For we're about to witness some major developments in the field of emotional AI (or emotion-detecting AI, if you wish):
Chatbots will become... artificially empathetic. Meaning that they will be able to properly respond to human emotions, even if they can't replicate the processes behind those emotions.
They will still be able to... mimic the result of those processes.
Hard to imagine it? Well, you'd better imagine and embrace this vision, for in 2020 chatbots will do more than (just) recognize speech: they will detect tone and emotion, as well.
Now, just think about leveraging the power of emotion detection AI in your own customer service department...
The future of chatbots will be dominated by emotional/emotion-recognition/emotionally intelligent/empathetic chatbots — however you prefer to call them.
5. NLP-Based Chatbots
Quote source: Tech Funnel
Lift the language barrier and you'll be rewarded unlimited power to perfect the customer experience that you provide...
Luckily, in 2020 chatbots will be turbocharged with highly improved natural language processing capabilities.
The “usual” obstacles, such as properly identifying a dialect, will be overcome. So, get ready to welcome chatbots capable to interpret your customers' messages with greater accuracy...
6. Automated Call Centers
Put together AI and NLO technology and you get the ideal setting for an automated call center.
Expect visual assistants to become a... “real” presence in the call centers' field in 2020. Sophisticated chatbot solutions will be empowered to assist customers in a human-like manner.
7. “Universal” Chatbots
Multitasking or multifunctional bots will be another one of the hottest chatbot trends in 2020.
Just take this too common use case scenario:
You have a mobile app incorporating multiple services: schedule, alarm, finance manager, bank account. The user will get to interact with one chatbot (or bot persona or “universal” bot) that will trigger the “service-specialized bot(s) that he/she'll want to use.
Imagine a chatbot acting as an interface for multiple departmentalized agent bots...
The END!
These are the 7 chatbot design trends to expect and to prepare for if you want to deliver the best customer experiences in 2020.
Which of them best fits your business needs?
Let us know and we're ready to turn it into a chatbot that fits perfectly into your company's customer experience strategy.
Main image by mohamed Hassan from Pixabay
Adriana Cacoveanu / Oct 10'2019
How do you get from a large audience to an... actively engaged large audience? How do you turn that massive volume of traffic that you've striven to attract into... actual sales? It's simple: you incorporate interactive website features into your site.
For it's elements like built-in feedback system, chatbots, or interactive photos that would get that large audience of yours involved on your website.
A fast, visually stunning, and mobile-friendly website won't grant you more leads. Instead, a website that retains and connects with its visitors will...
But let's dive right into these (not so) “mysterious” website design interactive features that will help you boost user engagement on your site:
1. What Is an “Interactive” Website?
But first, let's see what an interactive website is NOT:
It's not a site that simply displays... content.
Instead, an interactive website IS, in fact:
A site that gets visitors to interact with its displayed content. Instead of merely “consuming” it...
A website that drives users to communicate with its interface by filling in popping-up forms, typing in comments, or clicking on the on-screen image of a product...
2. Why Does Your Website Need to Be Interactive?
In other words: why would you care about adding this level, as well, to the user experience delivered on your website?
I mean, your website's already super fast, visually striking, and conveniently responsive. It should be more than enough to... engage visitors, right?
Well, not really. Here are the strongest reasons why you should consider making your website strategically interactive, as well:
it cuts down your bounce rate: users tend to spend more time on a website that interacts with them than on a static one that reduces them to... mere content consumers
it builds long-term relationships: engaged visitors are much more likely to turn into... returning visitors
it boosts your brand awareness: interactive user experience is always a high impact one, that clings to visitors' memories, making your brand... memorable
it boosts user engagement (duh!): strategically placed interactive website features trigger more action than a mere display of content
3. What Are the Best Interactive Website Features to Consider? Top 7
Disclaimer: there's no such thing as “universally best” interactive website elements.
There are, though, the “most suitable” interactive features for your own industry sector and business goals.
For instance: is it financial services that you provide? Then an interest calculator is the “best” interactive feature to incorporate into your company website. Relevance is key here...
Now, let's dig out the interactive website features with the biggest impact on user engagement metrics.
3.1. Simple Interactive Tools
Simple yet... highly effective, these tools range from short games to quizzes, to ad ROI calculators, to budgeting tools, to... math tools.
Needless to add that their selection depends entirely on your business goals.
3.2. User-Generated Content
And this must be one of the most powerful interactive website features that you could integrate into your site.
Image by OpenClipart-Vectors from Pixabay
Empower users to create and upload content on your website:
product/services reviews
pictures of them wearing/using your products
guest posts
comments
It's a highly effective means to connect with your website users.
… to make them feel that they have the power to influence the user experience delivered on your website, to make them spend more time there, and even attract other potential customers with their reviews.
3.3. Wisely Used Interface Animations
Animations should be on anyone's list of interactive features on a website.
Word of caution: mind you use animations sparingly and with the sole purpose of enhancing your website's usability.
If instead you use them to visually “wow” your visitors, you'll only risk making your website look amateurish and untrustworthy.
Not to mention that a site crammed with animations would make your content difficult to read, as well.
Still, when used wisely, scrolls-triggered animations and dynamic hover states on images or links, for instance, will engage users.
3.4. Social Media Apps
Image by ijmaki from Pixabay
The handiest way to “inject” interactivity into your website: social media apps.
And this “too” common functionality of enabling users to share your content and to follow your brand on social media is, still, one of the most effective ways to boost user engagement.
So, mind you don't underestimate the power of these buttons...
3.5. Live Chats or Chatbots
Assisting users throughout their visit on your website, being ready to anticipate and to promptly answer their questions... There's hardly a better way of connecting with and retaining website visitors.
Take live chats and chatbots as a too powerful mix of stellar customer service and “excuse” for users to stay on your website for a longer period of time.
3.6. An Interactive Feedback System
A built-in online survey tool or a contact form are other great ways of injecting a high level of interactivity into your website.
Take, for instance, the contact form: you get to reach 2 major goals with one shot.
you enrich your database of leads
you convey a “We Care” message to your online customers
3.7. Interactive Images and Videos
Let's try a little empathy exercise: get into the shoes of your eCommerce website user!
Now, answer this question:
“How convinced are you that you're making the right choice when you buy a product displayed in an on-site picture?”
Don't you struggle with the doubt that you might not make the best decision?
An interactive photo or video revealing certain features of that product in detail or showing it in action, in the real world, would have a dramatic impact on your customer journey, don't you think?
The END!
These are the 7 high impact interactive website features to put on your shortlist when you plan to make your site more engaging.
Which of these elements are you already making the most of on your website?
Main image by Caroline Attwood on Unsplash
Silviu Serdaru / Oct 04'2019
Let's take this scenario: you need to create a landing page for your Magento 2 website. You have no coding experience, you need it built fast and preferably as easily as... dragging and dropping some builder elements. “What's the best Magento 2 page builder extension?” you then ask yourself...
Now, let me try and guess the other key features on your “must-have” list for this page builder:
to provide a drag and drop interface (definitely!)
to be optimized for speed
to come packed with powerful customization options
to support responsive design and mobile-ready layout
to make it easy for you to change the layout elements and build new blocks
to be integrated with Magento WYSIWYG
to provide a rich collection of widgets for you to “joggle with”
to be compatible with other Magento themes and extensions
Have I guessed most of your “wishes”?
Now, here are 5 Magento 2 page builders that meet your expectations of performance and ease of use:
But First: What About the Built-In Page Builder in Magento 2.3?
First of all, you should know that you'll get this page builder out of the box with the Magento 2.3 Enterprise Edition edition only. The Community edition doesn't provide it.
So, if your eCommerce website's running on the EE edition, the default Magento 2 page builder gets automatically installed.
It provides you with powerful content creation tools and visual drag and drop page builder to create and to easily edit your pages.
1. Landing Pages for Magento 2, from Amasty
A flexible module for creating landing pages in Magento 2.
Expect to get “spoiled” with lots of powerful functionalities aimed at boosting conversation:
it allows you to create custom sub-selections of your products/services, for each page
… custom meta tags
… Google friendly URLs
it enables you to put together unique and engaging content for your landing pages
Key features:
it allows you to display your custom CMS blocks at the top/in the bottom of your landing page
it allows you to create page-specific lists of products by leveraging the flexible conditions that it provides
it allows you to list your landing pages to your sitemap
it allows you to create a wide range of landing pages
2. Bluefoot CMS & Page Builder for Magento 2
In your “quest” for the best Magento 2 page builder extension, you'll definitely want to consider Bluefoot, as well.
It's a content management system and page builder that empowers you to create custom, feature-rich webstore pages, with zero technical knowledge (either PHP or Magento template system related...).
Using it is unexpectedly easy:
its interface resembles the already familiar admin panel in Magento 2
just use Bigfoot once you have the WYSIWYG in Magento popping up
Key features:
drag & drop page builder
easy third-party content integration: from Google Maps to Youtube, building feature-rich web pages, posts and categories becomes surprisingly easy
a whole collection of styling options
Magento WYSIWYG integration
static block integration
open source code
In short, with Bluefoot CMS and Page Builder, creating custom web pages turns into a matter of... minutes.
3. Magento 2 Page Builder, from Landofcoder
The best Magento 2 page builder extension if you fancy the idea of creating and configuring your (complex, feature-rich) pages right at the front-end. No admin panel needed...
Easy to use, convenient and highly intuitive.
Key features:
create an unlimited number of page layouts
easily change your layouts
a collection of +50 popular Magento widgets
a built-in element builder to create your own content elements and mix and match them to your liking
visual drag & drop admin interface
CSS skin builder, that grants you full control over your web pages' looks
block builder: create your blocks, then assign them to specific positions on your pages
top performance; it's built with page load time in mind
4. CleverBuilder
Simple, intuitive, flexible and fast. What more expectations could you have from the best Magento 2 page builder extension, right?
Key features:
intuitive interface: just swipe through and select out of hundreds of content elements and templates
an all-baked-into-one solution: manage your whole web design workflow from one place
live front-end editor & inline editor: apply changes to your webstore pages (and test the end-results) in real-time
top performance
100% visual design: simplicity & flexibility at its best
5. Front-End CMS Page Builder, from Magesolution
From homepages to content pages, to ads pages, to landing pages, this page builder allows you to create your CMS pages right at the front-end, by just dragging and dropping content elements.
Key features:
+30 builder elements
enhanced speed for your newly created web pages
highly intuitive drag & drop interface that display the updates you're making in real-time
responsive design options
compatible with other extensions and themes
6. Page Builder for Magento 2, from Magezon
Another candidate for the title of “the best Magento 2 page builder extension”. And no wonder why: Magezon's page builder empowers you to create custom page layouts in no time. With zero coding experience required...
From adding descriptions to your products to putting together your website's structure, you're free to configure everything about your layout.
Key features:
+50 content elements
drag & drop page builder
fast performance with cache
ready-made templates
Magento WYSIWYG editor
a wide range of plugin integrations
a wide collection of customizable options
The END!
Needless to add that it's not the best Magento 2 page builder extension that you should be looking for, but the most “suitable” one for your own needs. So, what features do you value most?
Would you trade ease of use for... lightning fast performance? Is it flexibility and freedom of customization more important for you than simplicity and an intuitive interface?
Image by 200 Degrees from Pixabay
Silviu Serdaru / May 10'2019