Digital marketing strategies are focused to place a business in the topmost SERPs (Search Engine Results Page) in search engines like Google. There are several innovations being made and new marketing models being introduced. Whether organic or paid digital marketing strategies, the basic target is to attract the customers to a specific product, service or brand. But what happens next, is something the majority of experts do not really pay attention to. As a digital marketing expert, using keywords, SEO and PPC models, or internal links, and creating quality content is a must. Today, the need of the hour is beyond these basic skill sets.
The marketers have access to huge amounts of data and if they are not able to clean the noise and find insights from it, then its a failure. Analytical reasoning, Natural Language Processing, and automation techniques help the marketers to cleanse the data, transform it and identify the key performance indicators for a business. The team needs to have experience in business data analysis, artificial and machine learning algorithms along with web design and development technologies. The intent of the search made on platforms like Google, Bing, Yahoo can help engage the customers but the final destination is the landing page of the business website. The following are the factors that must be considered to enhance and optimize the overall user experience.
This is the action that you anticipated the user to perform from the marketing strategies. Of course, you would want the user to explore the business, its products, services form the landing page of the company. This includes product checkout page, promotional pages, informational or announcement updates and many more.
The users do not like wait and this makes loading time of the page as one of the critical factors driving the sales. The users will never get the chance to read the outstanding informational and helpful content that your top writers have written. Also, the conversion rates will get increased no matter how strong are your marketing models unless the landing page loads less than 3 seconds.
Source to Destination Mapping
It is very important to understand how the users are accessing a business website. The sources include the devices, the browsers used to visit the results from the search engine. There are times people directly visit the website by using its website address in the URL which defeats all marketing strategies. Along with this which internet connection is used to search or visit a website can help to target audience with a common approach.
The overall user journey is improved if we improve the quality of the above two major factors. Based on the preferences and integration of technology intelligence, we can determine the next action of the user. This can help us to cater to the needs beforehand and load the necessary links, pages, and products at a much faster pace. This can further be extended to prioritize to load only the web pages which are needed. These optimize the overall experience of the end-users. Every possible way should be tried to make the user experience as a seamless journey and the above factors contribute a great deal to it.