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Effective Web Design; marketing secrets revealed

As a marketing/advertising consultant for over 15 years, it is always extraordinary
that internet developers do not often enough make use of the lessons
learned before the internet explosion. It has been going on since the
beginning of time. Since cave artists put‘symbols’ to identify their
paintings. A ‘mark’ considered to be a branding element
to identify and promote the artist in question.
There has been a great deal of marketing/advertising research done over the
last century. According to the ‘Advertising
Age’ timeline the first newspaper advertisement was
in 1704. It was, “The first newspaper advertisement, an announcement seeking
a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter.”.
Marketers have been looking for ways to improve conversion rates
ever since.
Understanding Effective Design
So what does that have to do with web design? Everything! Virtually all websites
need 2 things, traffic and conversions. The traffic part is
simple. No traffic, no purpose. Unless it’s a private community or intranet,
traffic is the lifeblood of any online entity. Increasing conversion
rates matter if it’s a store, a newsletter, membership sign ups,
a ‘call to action’ is required. The website design and page layouts
serve a purpose beyond an attractive ‘appeal’.
Testing is at the core of perfecting your website for maximum
results. Marketing is not really about guesswork. It is about constantly testing
ideas against a ‘base-line’ to achieve the greatest results.
In one of it’s simpler forms we can categorize this with ‘split
testing’ or ‘A/B’ testing. This merely means you run one design/advertising/copy
over a predetermined period of time, monitor the results and then run a second
version. The resulting stats (call to action, sales, inquiries) should establish
a ‘winner’. This will give you insight into other potential changes
that will affect conversion rates. The refinement process continues.
Some conversion considerations; some of the most important
factors affecting effective website design and development are;

• Headline, Simple changes to your headline can produce
  up to 1,900% increase in conversion rates. Try to ask a question. If captivating
  enough, it will entice visitors to learn more. Curiosity is a powerful tool.


• Drop Caps; Drop caps have been an effective tool for decades
  now, but are rarely used on the web. David Ogilvy, (whom worked on advertising
  for brands such as American Express, Sears, Ford, Shell, Barbie, Dove, Maxwell,
  IBM, and Kodak ) is quoted as saying, "The drop capital increases readership
  of your body copy by an average of 13%". Certainly a healthy increase
  and massive ROI.


• Colors; Psychologists have long researched the effects
  of color on people. Some research suggests that colors can account for up
  to 60% of a persons buying position. Many corporations use various A/B testing
  to establish the best colors for conversion rate profitability. It is most
  definitely a consideration and something to be tested.


• Images; a no brainer. Images make a product tangible. From
  Computers to e-books, imagery creates a sense of reality to a virtual product.
  Even products such as downloadable software can be given ‘life’
  in reality with a nice product shot. Always try to use images where possible.


• Bullets; As stated by Kim Roach, “bullets are captivating,
  short, sweet, and pleasing to the eye. Not to mention, all of the top marketers,
  historic and present-day, use bullets. Clustered bullets offer a burst of
  benefits. “ in her dilation on conversion rates, and also added, “
  In your bullets, be sure to use the words, "you," "your,",
  and "yours," rather than "I," "us," "our,"
  or "we." By using possessive words, you transfer ownership and allow
  them to visualize owning your product. “ So be sure to make full use
  of the ‘bullet Effect’ wherever possible.


• Background Color; much like the change of heading, this
  is a simple one that can pay dividends. Experiment with different BG colors.
  Each market tends to have slightly different flavors. Try and figure out which
  ones create the highest conversions for your site.

About the author; David Harry is a marketing consultant for custom web site design firm Verve Developments and writes internet business development topics for TheBusinessDevelopers.com http://www.vervedevelopments.com http://www.thebusinessdevelopers.com

Article Source: http://www.free-articles-zone.com

Icebreaking Advertising

When starting a conversation with prospective clients, what do you apply to break the ice – pull marketing or the push?

Pull marketing is the method of effectively gathering leads for your business but minus the aggressiveness and forceful process of persuading your clients to try you out. It differs from the push because you gently convince your target market to learn more of your products and services.

Furthermore, pull marketing is also indirect marketing. It may not be assertive marketing with results taking more time to achieve. But the best thing about it is that it really works.

The tools for this kind of marketing includes media appearances, writing articles and features, non-promotional information placed in your website or other internet sites, being a speaker or expert in seminars, and the most popular – by word of mouth from satisfied clients and associates.

And as I’ve said, it may take a while for the results to come in. But when they do, you’ll be certain to have more positive response than you can ever handle. In fact, with indirect advertising such as this one, you would most likely have more opportunity to explain what you do exactly rather than always defending what you can do for your prospects. Isn’t it great not to have to persuade your prospect that what you have is the one they need? When was the last time you were able to have a prospect call you with already believing that you are the answer to their problem?

And your conversation may not always end in a sale or your prospect may finally feel that the time is not yet right for them; yet the exchange will bring a pleasant and positive reaction not only for you but most importantly to your target clients.

So how do you “pull” market?

For one thing, you can always write articles and features that you can post in local newsletters as well as the Internet. The Internet has a wide and vast number of search engine sites that welcomes article contributions. You just have to choose what you want to write about and then submit to any sites that can post them.

Second, teaching in workshops or speaking at seminars and exhibiting at trade shows can be productive because you are able to draw questions from your clients and prospects, so that you can earn a reputation for being an expert in your field. If you’re a commercial color printing company for example, you might be able to speak about the different colors and how they can affect the kind of response every business owner needs.

But I’m not saying that you should forget about push marketing totally. On the contrary, push marketing is better applied for commercial color printing ads such as postcards and catalogs, especially when you provide a definite call to action for your steady clients. You just have to remember to look at the different factors and elements involved before you try these marketing methods. And consider too your needs because your immediate and long term needs are big factors to take into account when choosing the right marketing method for your business.


For more information, you can visit this page on http://www.printplace.com

Charen Smith writes articles about Internet Marketing. She has an extensive knowledge and experience when it comes to business strategies, techniques and business solutions.

Article Source: http://www.free-articles-zone.com

Pixel Perfect XHTML Conversion

To stay amidst the warming online business competition, many strategies are dealt with. Changing the web design, rewriting the content, or rolling up the entire website for a new one are the few common ones. Getting the XHTML web design is among one of the “staying in the competition” practices. And more yet, it lends your website a user friendly design.

Various conversion service providers offer XHTML coding on different terms and conditions. The basic features that almost all efficient conversion providers offer are:-

• Source Files Format- The conversion process accepts source files in all common formats like PSD, GIF, JPG, PNG, etc.



• Cross Browser Compatibility- The conversion should be amiable with all major browsers like Internet Explorer (6 and 7), FireFox, Safari, Opera, etc. Any compatibility mismatch results in the uselessness of conversion.



• Fast Delivery- The conversion from PSD to XHTML doesn’t take much time. Usually one or two business days for each internal page are taken. Some providers even promise as less as 4 hours.



• W3C Validation- The W3C validation sign lends more liveliness to the website design.



• Hand coded XHTML Strict markup- The hand coded XHTML works better, as it ensures complete knowledge of the website while coding.



• Tableless Web Design- The conversion includes CSS layout to arrange elements and texts on a web page.



• Search Engine Optimized Conversion- To ensure search engine optimized design, the conversion process uses logical HTML structure. This would give spiders the chance to crawl smoothly through the site.



• Resizable Fonts- Even after the conversion process, font can easily be changed. As XHTML code may find the readied font disagreeable with the design, font is changeable during the conversion process.



• Identical to the original design- While conversion from PSD to XHTML, the original design remains intact, with no head-on changes.

Pixelcrayons converts your design files from various common image formats (PSD, JPG, GIF, PNG, AI) into best quality cross-browser compatible W3C validated XHTML/CSS markup. Check Pixelcrayons for our Web Design Services and PSD to XHTML Conversion Services.

Article Source: http://www.free-articles-zone.com