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Making Every Website Visit Count: Cost-Effective Website Optimisation Tips

Ginny Gilmour — Wed, 22 May 2024 11:42:00 +0000

Performance Creative, User Experience, Website Design, Website Development

Making Every Website Visit Count: Cost-Effective Website Optimisation Tips

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Ginny Gilmour

Senior Marketing Executive

Following our webinar on Making Every Website Visit Count: Your Cost-Effective Website Revamp, we’re excited to share some actionable takeaways to help you optimise your website effectively in-house.

If you missed the live webinar, want to revisit the strategies discussed, or wish to review the Q&A breakdown, you can catch up here.

Optimising your website not only enhances user experience but also boosts engagement and conversions. Here are some practical steps you can take to revamp your website:

Embrace Mobile-First Design

Responsive Design:

Ensure your website has a flexible design that adjusts to different screen sizes and orientations. A responsive design guarantees a seamless experience across all devices, keeping visitors engaged.

Fast Loading Times:

Optimise images and minimise code to improve loading speed, especially on mobile devices. It’s no secret that faster websites rank higher in search engines and retain visitors longer.

Mobile-Friendly Navigation:

Simplify navigation menus and ensure buttons and links are easily tappable. An intuitive and easy-to-navigate mobile interface can significantly enhance user satisfaction.

Optimised Forms:

Streamline form fields and use input masks to facilitate data entry on touchscreens. Simplified forms reduce user frustration and increase completion rates.

Location-Based Optimisation:

Leverage geolocation and device sensors to provide personalised experiences for mobile users. Tailored content can drive higher engagement and conversions.

Create Compelling and Relevant Content

Audience Research:

Understand your target audience’s needs, preferences and pain points. Create content that effectively addresses these aspects.

Compelling Copywriting:

Use persuasive language and storytelling techniques to captivate readers and drive action. Engaging copy can significantly enhance user interaction.

Visual Content:

Where possible, use visual elements such as images, videos and infographics to increase user engagement, as visual content is more shareable and memorable.

SEO Optimisation:

Incorporate relevant keywords, meta tags and structured data markup to optimise your content for search engines. Improvements in SEO will increase your website’s visibility and traffic.

Consistency and Relevance:

Ensure your content aligns with your brand voice and remains highly relevant to your audience. Keeping your website regularly updated with fresh content will enhance its appeal and encourage repeat visits

Enhance Website Design for Better User Experience

Visual Appeal:

To effectively engage visitors, it’s essential to utilise visually appealing layouts, colours and imagery that are in harmony with your brand identity. Thoughtfully designed aesthetics can create a memorable impact.

User-Friendly Layouts:

Organise content clearly and intuitively. This will guide visitors toward your conversion goals and enhance their overall experience.

Clear Call-to-Actions (CTAs):

Make CTAs prominent, visually distinct and compelling. A well-placed CTA can significantly increase user interaction and conversions.

Whitespace Management:

Use whitespace strategically to enhance readability and focus users’ attention on essential elements. A clutter-free design improves user engagement.

Optimise Navigation for Better Usability

Simplified Menus:

Keep navigation menus clear and concise to help users find what they’re looking for quickly. A straightforward navigation structure reduces bounce rates.

Logical Hierarchy:

Organise website content in a hierarchical structure that reflects users’ expectations. This makes it easier for users to navigate and find relevant information.

Search Functionality:

Implement a search feature to enable users to easily find specific content or products, particularly on larger websites.

Breadcrumbs:

Provide breadcrumb trails to help users understand their current location within the website and navigate back to previous pages.

Mobile-Friendly Navigation:

Optimise navigation menus for mobile devices with touch-friendly elements. Expandable menus for smaller screens can enhance usability.

Improve Call-to-Action Effectiveness

Clarity:

Clearly communicate the desired action and its benefits in concise language. Effective CTAs guide users towards the next step in their journey.

Visibility:

Make CTAs stand out visually with contrasting colours and prominent placement. This ensures they are easily noticeable.

Relevance:

Ensure CTAs align with the content’s context and guide users to the next logical steps. Relevant CTAs increase the likelihood of user engagement.

Urgency:

Create a sense of urgency to motivate users to act quickly. Limited-time offers or countdown timers can drive immediate action.

Accessibility:

Ensure CTAs are accessible and clickable on all devices and screen sizes. A seamless user experience across devices can improve conversion rates.

Boost Technical Performance

Compress and Resize Images:

Reducing the size of image files without compromising quality can improve loading times, which will enhance visitor retention and positively impact SEO rankings.

Leverage Browser Caching:

Store frequently accessed files locally to speed up subsequent visits. Efficient caching reduces load times and enhances user experience.

Minimise HTTP Requests:

Combine files such as CSS and JavaScript and use asynchronous loading to reduce the number of HTTP requests, optimising site performance.

Distribute Content Globally:

Use multiple servers to minimise latency and improve load times. Content delivery networks (CDNs) can enhance site speed and reliability.

Load Content Dynamically:

Prioritise loading above-the-fold content for faster initial rendering. This improves the perceived speed of your website.

Just Some Of Our Work

Television Centre

Objective & Approach: Television Centre, an innovative and multifaceted destination, came to Fingo with the goal of elevating website performance. The initial goal was to boost the performance of its website, particularly the Homes section, amid the ongoing pandemic. As phase 2 apartments approached, the objective broadened to encompass a comprehensive analysis of overall site performance. Fingo’s mission was to optimise critical metrics, refine content structures and enhance design patterns.

Fingo’s approach seamlessly blended data analysis and industry expertise. In 2021, actionable insights from Universal Analytics guided strategic changes. By 2023, the focus transitioned to Google Analytics 4, enabling a thorough performance evaluation. The approach prioritised mobile optimisation, fine-tuning information architecture and strategically enhancing the user journey. Fingo’s ultimate aim was to future-proof the digital experience, ensuring Television Centre’s unique identity resonates effectively with its diverse audience.

Results:

55% Of page views are for the Homes pages
24% Increase in registration rate

The Pensions Advisory Service

Objective & Approach: The Pension Advisory Service, an independent non-profit organisation, approached Fingo seeking assistance in addressing a decline in website traffic. Their primary objective was to enhance both organic and total traffic to their site while concurrently boosting engagement. Additionally, they aimed to improve the functionality of their web chat feature, recognising its potential for enriching user interaction and satisfaction.

Fingo implemented a comprehensive multi-service strategy. We began by conducting an in-depth Technical Audit to pinpoint areas for improvement. Upon implementing our recommendations, we initiated a structured program of ongoing SEO work tailored to meet their specific requirements. Our web development service focused on refining the webchat feature and improving user experience. This comprehensive approach ensured continuous optimisation efforts aimed at increasing and sustaining website traffic.

Results:

18.46% Increased organic traffic
23.67% Increased total traffic
169% Increased engagement

The Decorative Fair

Objective & Approach: The Decorative Antiques and Textile Fair, renowned for hosting three annual antique fairs in Battersea Park, London, was expanding its presence by launching an online marketplace—Shop Decorative Online. With the launch imminent, they approached Fingo for a comprehensive marketing strategy to ensure a successful introduction and continuous traffic flow to the platform, as well as promotion of the fair itself.

As part of a multiservice approach, Fingo implemented a technical investigation to improve the shop’s organic SERP performance. The goal was to identify and rectify issues hindering the site’s performance, thereby improving its organic footprint, visibility and traffic. The investigation led to several critical actions, including the removal of broken links and duplicated pages from the site and its sitemap, addressing dynamically created URLs that were impacting the crawl budget and overhauling the shop’s structure to unify all categories and products under a single URL framework. Additionally, Fingo implemented site-wide updates to metadata, introduced enhancements allowing for content addition on pages and replaced the hardcoded heading with specific H1 tags for optimisation.

Results:

118% Increase in organic keywords
35% Increase across all positions
181% Increase in shop impressions
186% Increase in shop traffic

Our webinar was a fantastic event filled with valuable insights and practical tips. We hope these takeaways help you optimise your website effectively. We look forward to seeing you at our next webinar for more tips and strategies to elevate your online presence.

In the meantime, if you have any questions or would like to find out more about how Fingo can help optimise your website, email us at hello@fingo.co.uk

The post Making Every Website Visit Count: Cost-Effective Website Optimisation Tips appeared first on Fingo Marketing.

Google Knows You’re Cheating!

Ginny Gilmour — Fri, 19 Jan 2024 14:07:00 +0000

DIGITAL, PERFORMANCE DESIGN

Google Knows You’re Cheating!

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Ginny Gilmour

Senior Marketing Executive

…With Your Creative Imagery

The Rise of AI

Recently, the development and use of AI have been on the rise. Most recently, AI has revolutionised the creative industry, allowing users to generate images and content effortlessly. Generative Adversarial Networks (GANs) and other AI techniques can now create visuals with just a few instructions inputted by the user. People can do this using common platforms used for graphic design, such as Adobe Photoshop.

These AI-generated images have made the lives of in-house marketers easy as they are more convenient and offer a cost-effective solution for producing visual content. However, as AI-generated images have become bountiful and more mainstream, so have the concerns about authenticity and the potential for misuse.

Google Knows

In the fight against misinformation and as Google is at the forefront of machine learning and AI, it has made significant steps in developing image recognition technology. Using specific algorithms, Google can now identify signs of AI-generated images. Google’s image recognition algorithm can detect images containing subtle artefacts or patterns indicative of AI generation.

For example, Google Deep Mind, a division focusing on artificial intelligence, machine learning, and neuroscience research, has announced a beta version of SnythID. This tool will be used to detect AI-generated images. The tool will watermark and identify AI-generated images by embedding a digital watermark directly into the pixels of an image that will be imperceptible to the human eye but detectable for identification.

This ability to recognise AI-generated content will ensure that users can trust the authenticity of the images they are seeing, whether it be online or in advertising.

Importance of Authenticity

The benefits of AI and its practical applications cannot be denied when it comes to efficiency, cost-effectiveness and ease however, in the digital marketing world, individuality pays off. There are fundamental differences between machines and humans and the creativity and authenticity of the human brain cannot be electronically replicated. Custom, unique creatives created by talented designers specifically for your brand or specific advert campaign or website carry an inherent sense of individuality, setting you apart from the competition and not allowing you to fall into the trap of stock image overload.

Digital agencies with teams of skilled designers and creatives play a crucial role in creating a unique brand identity for your business with top-notch unique creatives that you wouldn’t find anywhere else. This prevents your brand or ad campaigns from looking generic and tired and gives them a breath of originality.

They can tailor visuals to match your brand’s identity and values while optimising them to reach your target audience.

Should Have Gone to Fingo

Google’s new ability to detect AI-generated images highlights the importance of using a digital agency to create custom and unique creatives, winning favour with Google and other digital platforms.

Here is why you should have gone to Fingo:

Authenticity: Here at Fingo, we produce unique creatives that, when used, will not trigger Google’s image recognition algorithms as being AI-generated and will, therefore, avoid your website and/or advertising campaign not being favoured by the platform.

Human Touch: The benefit of a human touch in a creative process should never be underestimated. At Fingo, we create content that allows for emotions and individuality to connect with the audience; this quality is something that AI cannot replicate.

Branding consistency: Here at Fingo, we work in partnership with you to maintain a clear and consistent visual identity across all platforms, reinforcing your brand recognition and loyalty.

Tailored Solutions: At Fingo, we work with our clients in a partnership, meaning we create content that is specific to your business’s specific goals and objectives, making the visuals we produce more effective.

In conclusion, your business should use unique visual content. Partnering with an agency to craft visuals customised to your brand ensures uniqueness and allows for optimisation, enhancing their performance to align with your objectives.

Conclusion

While we acknowledge AI’s impact in the creative and digital sectors, Google’s recent AI detection advancements may impede your digital strategy when relying on AI-generated images. Choosing a digital agency is the ideal path for visuals that genuinely connect with your audience and enhance your campaigns or website. At Fingo, our human touch, customised visuals, and commitment to authenticity drive our client’s digital marketing success.

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Extend your reach through Video Marketing

David Urry — Fri, 01 Mar 2019 10:30:00 +0000

SUSTAINABLE VISIBILITY, SOCIAL MEDIA

Extend Your Reach Through Video Marketing

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David Urry

Head of Operations

In the wake of the Oscars, we turn our attention to the role of video in online marketing. The rise of video marketing has taken platforms such as Facebook and LinkedIn by storm. Now more than ever, the consumer demands video and these platforms are encouraging users to give it to them.

Video marketing is changing rapidly. It is no longer just a matter of putting a video up on YouTube (other video hosting platforms are available!) and sharing the link around in a quest for the next viral hit. Heavyweights such as Facebook and Twitter are all starting to utilise their video capabilities and brands are taking advantage.

Is it Working? Key Stats

There is a great deal of evidence that backs up video as one of the most effective marketing tools. On YouTube, 5 billion videos are watched every day. Elsewhere, 70% of marketing experts report that video converts better than any other medium and 52% of professionals name video as the type of content with the best ROI. Even including the word ‘video’ in a subject line of an email increases open rates by 19%.

Video marketing has a big future and this is the year to take full advantage of it. Here are 3 key factors for effective video marketing in 2019.

Optimise for Mobile

A staggering 90% of video views on Twitter come from mobile. This number will not be slowing down any time soon.

The recent launch of Facebook’s Video Creation Kit features another indication that mobile should be at the forefront of all marketers minds. Video Creation Kit gives users the option of two ratios: 1:1 which is square and 9:16 which is widescreen but portrait… or as Facebook would like for it to be know ‘story mode’.

Consumers are warming to vertical video after a frosty start. Once the natural comfort of not having to rotate their phone set in, it became one of the best performing forms of marketing in 2018.

As far as engagement goes for vertical video, users have found up to four times more engagement and nearly 15% greater reach.

Video SEO

Much like an article or blog post, video can get the SEO treatment but it goes further than having a good title and nice thumbnail. Metadata such as tags, descriptions and even file name all contribute to where your video can rank on search engines. Depending on which platform you host your video on, there are a number of additions you can make to increase the chances of your video being seen.

Most notable for 2019, transcripts are becoming one of the biggest trends across all video platforms. A staggering 85% of videos on Facebook are watched without sound!

Such is the popularity of subtitles, YouTube now auto-generates them for videos uploaded to the site. As useful as this is, brands are able to go one step further with this by uploading their own custom (and more accurate) transcript. This can often increase ranking on both Google and YouTube as well as getting your videos shown as part of suggested videos. Accessibility is key and if you can master this, you will have a well optimised video on your hands.

Choose the Right Platform

Video marketing isn’t all that different from any other kind of marketing. Picking your platform is maybe the most vital step of a successful marketing campaign. One of our recent blogs goes into more depth as to which social platform is the right one for you and the principles remain for video.

Facebook is one of the best marketing tool available for brands, however that doesn’t necessarily mean that it’s the right platform for your video. Facebook’s suitability is for short videos that have that shareable feature we are all searching for. LinkedIn, however, is best used as a B2B platform where the longer videos that may not flourish on Facebook would thrive. If you want to know more about the differences between the major platforms available, you can read our previous blog here.

To find out more about the power of video within your digital strategy, get in touch via our enquiry form or give us a call on 01372 749 200.

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Micro-Moments: Part 3 – Designing Websites for Micro-Moments

Simon Mellodew — Thu, 29 Nov 2018 11:17:00 +0000

SUSTAINABLE VISIBILITY, SOCIAL MEDIA, DIGITAL, PERFORMANCE CREATIVE

Micro-Moments: Part 3 – Designing Websites for Micro-Moments

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Simon Mellodew

Executive Creative Director

“Today’s battle for hearts, minds and dollars is won (or lost) in Micro-Moments”

– Google.

In recent years, the rise of mobile has seen a fundamental shift in the way people consume media. People are constantly interacting with brands from shopping online to liking a Facebook page. Daily sessions used to consist of predictable user activity but now consist of fragmented consumer journeys and new forms of engagement. UX design was created from the need of capturing consumers’ attention and plays an important role in developing customer loyalty and conversion rates. A significant way to optimise the user experience relies on the focus of Micro-Moments.

These Micro-Moments are made up of the thousands of consumers interactions with brands which keep the user engaged and guide them through a journey. They’re the I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments (find out more about this here) which have become key stages within the consumer journey. Due to this, it’s become essential for marketers and brands to know how to specifically design for Micro-Moments.

Consumers have very high expectations for what they should be able to achieve on the mobile web and expect their every need to be anticipated without them having to physically communicate it. Using Google Analytics provides a breakdown of user behaviour on your website and enables you to (amongst other things) decipher where users are spending most time. Modern analytics and processes such as A/B testing gives designers the ability to examine the effectiveness of different aspects of a website and what consumers prefer. Even something as simple as the size or colour of a button designed to help navigate users through your site plays a vital role within a Micro-Moment. Third-party tools such as Axiom or Eyota can provide data regarding your consumers’ journey, before they even reached your website. What questions triggered them to turn to their devices and conduct a search, leading them to your site? By identifying these Micro-Moments, you are able to use a variety of design elements to ensure your brand is always the answer.

Since the mobile universe is built on micro-moments, designers should embrace a mobile first mentality and reimagine the customer journey for a mobile world. By keeping Micro-Moments as the focal point, designers are able to frame the user experience on multiple platforms. Your SEO could be at jeopardy if your mobile site is hard to read, the site speed is slow, or it doesn’t provide a quality user journey that keeps visitors engaged.

How to Optimise for Micro-Moments (According to Google)

Be there – anticipate the micro-moment and commit to being there when these moments occur.

Be useful – provide a digital experience that is relevant to consumers’ needs and quickly connect them to the answers they are looking for.

Be accountable – create a seamless customer experience across channels and measure the collective impact.

Consumers are more loyal to their need in the Micro-Moment than they are to any particular brand, therefore you must “be there” to earn the customers attention and consideration. 65% of smartphone users look for the most relevant information when conducting a search regardless of the brand providing it. Research carried out by Google found that companies who have already begun taking steps towards being prepared for Micro-Moments achieve higher ROIs within mobile and overall marketing investment.

One way to ensure you are the answer to consumer’s questions is to create content. Content is optimised for search through title, Meta and header tags which enables it to show up when a user conducts a query. The ideal blog post, article or whitepaper etc. will align with the consumer journey, helping to increase conversions and interest for your brand or site. On top of this, providing content of high quality and value will improve the likelihood of users staying on your site for longer. For the I-want-to-know moments, you should ensure opening/closing times and contact information is correct and up to date, hyperlinks and resources work and content is engaging to develop trust with your visitors.

Purchasing decisions are made almost instantly by consumers. For the I-want-to-buy moments, consumers expect the purchasing process to be swift and easy. If your mobile site proves to be difficult to navigate through, users will likely move on to a competitor. 29% of smartphone users immediately switch to another site/app if the original one didn’t satisfy their needs or took too long to load. Micro-Moments shape consumer behaviour, so optimising product pages for search and enabling an easy to navigate shopping experience will reduce the amount of customers abandoning their shopping cart. Shopping cart abandonment rates should be a warning sign that a Micro-Moment or two needs to be optimised in the conversion process. 67% of users will switch sites/apps if there are too many steps to purchase an item or get specific information.

Since Micro-Moments happen all the time, at any time, a visitor may return more than once to your site before becoming a customer. A way of keeping these types of users engaged is to personalise their experience. This could be anything from addressing them by name or sending discounts on their birthday to suggesting related products to ones previously viewed or encouraging them back to your site if they left something in their cart without completing the purchase. All of these factors will build rapport, familiarity and brand loyalty and ultimately boost conversions.

During I-want-to-go moments, consumers aren’t just looking at information – they’re making instantaneous decisions and heading straight to the store to make a purchase. 50% of consumers who conduct a local search on their phone will visit a shop within a day and 18% of those searches result in a purchase. These Micro-Moments happen quickly as consumers have higher expectations for immediacy and relevance, but you can still prepare for them. To understand when these moments are likely to happen, use a combination of hypothesis, observation and data with free tools such as Google Trends to dig deeper on your instincts. “Near me” searches tend to be very generic such as “breakfast near me”, “restaurants near me”, “nail salon near me” suggesting that convenience comes before brand loyalty during Micro-Moments. This means brands need to provide relevant, frictionless and useful experiences to come out on top.

Whether you are a small business or a global brand, you need to be able to deliver on consumer needs in these moments. This means providing useful messages, intuitive design, building an effortless user experience and a commitment to remaining consistent.

If you’d like to discuss online marketing strategies that could lead to improved user experience and increase engagement for your users please get in touch via our enquiry form or give us a call on 01372 749 200.

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Micro-Moments: Part 2 – A New Breed of Consumers

Peter Woollven — Thu, 22 Nov 2018 11:31:00 +0000

SUSTAINABLE VISIBILITY, DIGITAL, PERFORMANCE CREATIVE

Micro-Moments: Part 2 – a New Breed of Customer

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Peter Woollven

Managing Director

“When people go online for information, they expect every experience to be tailored just for them.”

– Google

As covered in Part 1, today’s consumers have become used to getting exactly what they want, when they want it. Users have started to expect immediate responses in the moment they want to ‘know’, ‘go’, ‘do’ and ‘buy’. Micro-Moments have been accelerating consumer expectations for “right here, right now” expectations and users have now become more curious, demanding and impatient, which ultimately makes us harder to reach and tougher to please.

Curious Consumers

Mobile searches for “best ___” have grown over 80% within the past 2 years. Users are now learning as much as they can about products, experiences and destinations before they commit, embracing a “try before you buy” mentality and a “know before you go” attitude.

Demanding Consumers

Brands are expected to understand their consumers’ intent by providing the demanding consumers with relevant information at the right time. Consumers now use more personal language to help with their searches such as “me” and “I”. Mobile searches containing “near me” have increased over 60% in the last 2 years. Today, mobile phone users are expecting brands to deliver location-specific responses by gathering enough contextual information meaning mobile users don’t have to search for anything more than exactly what they’re looking for. According to Google, mobile users are significantly more likely to make a purchase from the brands whose mobile sites/apps customise information to suit locations.

Impatient Consumers

Mobile phone users are making decisions faster than ever before which means they want to be able to act instantly but need help in these decision making moments and marketers should be shifting strategies to keep pace with impatient customers. Mobile searches for “wait times” have grown over 120% in the last two years.

Why Consumers Want to “Know Before They Go”

When consumers begin planning an upcoming experience or are heading to a new destination, many want an insight into what their trip could entail by researching small details ahead of time as this encourages excitement and builds confidence, eliminating feelings of stress. People explore maps or look up opening/closing times before heading out to avoid feeling or looking lost. Some examples of search queries which spark excitement or build confidence include “4 star hotel with a Jacuzzi”, “best museums in the world”, “how much should I tip at a restaurant” and “London underground map”.

People are using search to shape and validate their decision making process. As a brand or marketer, it’s important to understand the intent behind consumers’ searches to help you adapt strategies accordingly and provide assistance through new and useful tools that will cater to consumers’ experiences.

Next week in Part 3 we’ll discuss designing websites for Micro-Moments.

In the meantime if you’d like to discuss online marketing strategies that could lead to improved user experience and increase engagement for your users please get in touch via our enquiry form or give us a call on 01372 749 200.

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Micro-Moments: Part 1 – Turning to Mobile During Moments of Need

Peter Woollven — Thu, 15 Nov 2018 11:37:00 +0000

SUSTAINABLE VISIBILITY, PERFORMANE MARKETING, PERFORMANCE CREATIVE

Micro-Moments: Part 1 – Turning to Mobile During Moments of Need

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Marissa Freeman, Director of Client Success

“The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumer needs in these Micro-Moments.”

– Google.

Mobile phone users have become increasingly more dependent on their devices and this trend is showing no signs of changing. According to a 2018 study by Ofcom, 40% of adults in the UK look at their phone within five minutes of waking up. Those aged 15-24 check their phones every 8.6 minutes and more than a third of smartphone users admit to feeling stressed when they are not with their devices. [Ofcom, 2018].

Today, more than ever, internet searches are taking place on mobile. The “anytime, anywhere”, almost idiosyncratic nature of mobile allows users to seamlessly intertwine online interactions into their everyday lives in a way laptops and desktops can’t. Mobile sessions average a mere 3 minutes and 10 seconds but occur frequently across a day. During these short sessions, users are likely to send a quick email, text a friend or scroll through their social media accounts. These types of sessions, or “moments”, have personal value and are usually a time in which users aren’t looking to interact with brands.

There are, however, moments when mobile users rely on their devices to not just manage but also inspire their lives and plans. These are known as “Micro-Moments”.

So…What are Micro-Moments?

Micro-Moments are when consumers reach for their smartphones in a moment of intent when they want or need something at that very moment, meaning they are spending less time researching and comparing. Consumers want what they want, when they want it and the brands that can deliver on these needs will come out on top.

These moments can be broken down to the I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do; moments that are loaded with context and immediacy.

I-want-to-know

– when a user is exploring or researching without the intent of purchasing. 66% of smartphone users turn to their phones to look up something they saw in a TV advert or during a conversation.

I-want-to-go

– when a user is looking up a local business or a product from a local shop. There has been a 3x increase in searches containing “near me” in the past 2 years.

I-want-to-do

– when a user needs help to complete a task or if they are trying something new. 91% of users turn to their phones for ideas when in the middle of a task.

I-want-to-buy

– when a user is ready to make a purchase but may want help deciding what to buy or how to buy it. 82% of users consult their phone in a shop when deciding what to buy.

Micro-Moments are the footsteps that consumers take and have become a critical touchpoint within a consumer journey which ultimately will lead them to your website. Consumers aren’t spending large amounts of time sitting down at their computers or laptops to research specific products or make purchases anymore. Users now reach for their phones and make instant, informed decisions. This phenomenon is affecting the whole consumer journey across devices and channels. Whatever the consumer wants to know, go, do or buy, they can do it all in a Micro-Moment.

Next week in Part 2 we’ll discuss the impact this has on consumer behaviour and their expectations.

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5 Ways Animation Can Improve Your Website

Simon Mellodew — Thu, 15 Sep 2016 15:23:00 +0000

PERFORMANCE WEBSITES, PERFORMANCE CREATIVES

5 Ways Animation Can Improve Your Website

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Simon Mellodew

Executive Creative Director

When you think of animation, you might think of cartoon drawings. However, when it comes to website design, CSS animation is just one of the methods when executed well, that can be a powerful addition to help engage a visitor. Here’s how animation can be used to improve your website and user experience…

1. Engage Audiences for Longer

Animation can be used to engage your audience and keep their focus for longer. This will often result in more time being spent on the site and, therefore, a higher chance of conversion. This extra time spent on the site will also reflect well in your website analytics and could help improve your site’s rankings.

2. Navigation

Clear navigation is key when considering the user friendliness of your website. Animation can be used to help a user navigate through your site in a clear, precise and attractive way.

An example of this can be shown with independent financial advisors, HJP where an animation is used on the mouse icon to instruct visitors to scroll down the page. Whilst the animation is subtle, it certainly does the job and the users’ eye is drawn to the movement.

3. Smoother Transition Between Pages

Animation can be used to smooth the transition between pages. Whilst animation should never be used to distract visitors, it can ease their journey and present a pleasing progression as they navigate through the site.

4. Show and Tell

It can be frustrating to users if something appears not to be working. Animation can be used to confirm an action and show to the user that it has been registered. These actions can include anything from a simple click, confirming transactions when making purchases or submitting subscription and contact forms.

A common solution for this is a hover state. Showcased with architect website, HLM, the hover state in this instance highlights the tab as the user hovers over it. The underline animation illumines the tab to confirm that their action has been recognised.

5. Boost Your Brand’s Image

Animation can be used to simply improve the overall design of your site. With so many websites out there on the big wide web, it can sometimes be hard to stand out and get noticed. Animation can make your website appear less flat and offer a high quality finish which can speak volumes about the status and professionalism of your business.

Featured on one of our most recent launches, Bleckfield, included a very effective hot air balloon animation to reflect their friendly customer service. The animation not only engages the user, but gives the website a bespoke look that’s relevant to their branding.

To find out more about how animation can improve your website or any other Fingo services, you can contact us via our enquiries page or email client services at hello@fingo.co.uk.

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