conversion rate optimization - ContentStudio

Conversion Rate Optimization Tips – 8 Easy Ways to Boost Sales

Every business wants to enjoy loads of traffic on their website or blogs, especially those running an e-commerce store. And when a person visits your website, landing page or social channel, you want them to take action. Actions such as purchasing items, creating accounts, add an item to the cart, sign up for a newsletter or follow you on social media.

Conversion is directing people to take action on your website which pushes them deeper into the sales funnel. Conversion rate optimization determines why the visitors on your website not converting and taking necessary steps to produce actual buyers.

What is a good conversion rate

The conversion rate may vary from business to business. What is a good conversion rate you might ask? According to a survey conducted by WordStream, about 1/4 of all accounts have less than 1% conversion rates. The median was 2.35%, but the top 25% of accounts have twice that – 5.31% – or greater. Check out the far right red bar – the top 10% of Google Ads advertisers have account conversion rates of 11.45%.


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It might not always be a good idea to compare your conversion rate with others in your industry. Even if you compare within your own industry, the competitor which you are comparing with will have different sources of traffic and website design. So what could be a good rate for them will not apply to you because of variables in the evaluation process.

A good conversion rate is better than what you had last month.

That is why it is absolutely necessary to recognize a starting point for your business and continually monitor it for improvements.

Improvement Identifiers

There are certain parameters which can hint that your conversion rate needs improvement. Online businesses especially shopping stores should be on a continuous lookout for.

Data-driven decision making

Conversion rates can neither be assumed nor should be predicted. It is a measure of how successful your online campaigns are performing and should be always backed up by authentic data. Making decisions based on assumptions without proper testing will degrade your conversion rate.

Getting a second opinion

Its always better to have a second opinion. Having an expert or a friend who know about digital campaign management or online paid advertisement can help you identify leaks in your setup.

Alternatively and more appropriately, you can use online tools such as UserTesting. Here you can submit your website to be reviewed by experts who will evaluate it overall impressions. Getting an independent third party evaluation can help you identify gaps you have otherwise missed.

Heat maps evaluation

heatmaps are a great way to track the behavior of people on your website or landing page. This gives you insights into the which areas on the webpage your visitors are most interested in. Heatmaps generate a soo called thermal image, highlighting the area where customer cursor has been most active.


The data from heatmaps help you visualize whether the most visited or clicked button on the website actually takes the user to a sales a page or checkout. This activity will help you channel more and more visits to the lower part of your sales funnel ultimately increasing the conversion rate.

Google Analytics

Google analytics is a very powerful tool which deciphers the overall performance of your website. The data and reports show which pages on the website are performing better compared to others. You can then focus on those pages and market them using SEO or social media to increase the chances of them showing up at the right place in Google search.


however, this tool is quite advanced and you need to be well versed with it in order to get maximum output. You’ll want to analyze segments such as mobile devices used, buyers vs. non-buyers, new vs. returning users, and so forth.

8 ways to improve the conversion rate

A/B testing images


Images play a vital role in determining the online sales figures for your product. They are the first thing visitors notice about your ad. Since people can not physically touch the product or test out your service, it is up to the ad copy primarily the image you select to represent your business.

To boost conversion, you need to try out different images and evaluate their performance using the tools discussed in the above section. There are different ways in which you can enhance the productivity of the image. E.g. some companies showcase their product with a white background, while others might use red.  Similarly, some might try to bring their products to life by showcasing them with plants, trees or animals.

Almost all big brands split test images to determine conversion. You will have to answer the following questions. Does your product stand out to a white or colored background? Does clothing convert better when worn by models or dummies? How many supporting images do you need to provide?

All these variations will help you reach a consensus on which images to use and which to discard. While creating images be sure that it pops against the background. Vibrant images often convert better.

Use effective headlines

The second feature of an ad that has the power to convert is the headline or the tagline. The tagline is basically your entire sales pitch wrapped up in one sentence. This one-liner should intrigue the reader, answer their questions and solve a problem. it is hook line and sinker all at once.

There are certain kinds of headlines that prompt a better response than others. These include command headlines, direct headlines, question headlines, instructional & How-to headlines.  A loosely constructed headline may leak genuine leads.

Here are a few additional stats you might find interesting from an analysis of 150,000 headlines by the Content Marketing Institute:

  • A title with eight words performed best. These titles received a 21% higher click-through rate than average.
  • A colon or hyphen in the title — indicating a subtitle — performed 9% better than headlines without.
  • Headlines that contained odd numbers had a 20% higher click-through rate than headlines with even numbers.

So how to write a killer headline. The online world is stormed with ads and banners, so why would anyone click on yours out of hundreds of others in the same niche. A unique and catchy headline is the answer.

If people see the same old boring headline, they will simply skip your ad. That is why brainstorming headline ideas are very important. the more versions you write down in a list, the more uncommon ideas you’ll have at the end of your list.

Strategically placed CTAs, forms, and pricing tables

Friendbuy, a company that promotes referral marketing for growth marketers, was able to increase the click-through rate of their improved CTA by 211%.

Now, that’s a huge figure.

Another striking example was set by Jason Fried, the co-founder of a software company 37 Signals. His team tried different CTA variations in the quest of optimizing conversions for Highrise. And finally, they got lucky.

They observed a boost in sign-ups on the website by 200% by changing just the text of a CTA button.

The purpose of a landing page is to acquire a lead (email id ) or generate a sale. CTA is the gateway to that sale. It instructs the user to behave in a certain manner and directs them to the bottom of the sales funnel. The position of the button also plays a crucial role and heatmaps may also help you in this regard.

Research shows that the ideal place for a CTA is right above the fold and not at the top of the page. Here are a few guidelines to a showstopping CTA.

  • Your CTA should be accompanied by an attractive and descriptive headline
  • A supportive subheading which is designed to provide complementing information.
  • Instill a sense of urgency by offering a limited discount offer.
  • A short statement explaining the value being added to your business.
  • A CTA which reads exactly what you are supposed to get after clicking it.

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Open Communication Channels with Customers

Marketing is no longer about the stuff that you make, but about the stories you tell. – Seth Godin

It is absolutely vital that you keep multiple communication channels open with your customers. Almost all of us like to chat with a representative of the brand we go out to buy. This is easy to do at conventional shopping stores where there are real people available to help you out with your purchase. For long, there has been a vote of no confidence in online purchasing. That’s no more the case.

In recent years, online businesses, especially big e-commerce stores have invested heavily in developing and training customer service departments. Now whenever you visit a reputed online store, a chat box appears automatically, available to entertain any query you might have.

In the age of artificial intelligence, visitors can interact with chatbots and intelligent programs which help them choose the right product. Helping a visitor in making a purchase is one thing, automating it and using AI to ease the process of the sales take ingenuity to a whole new level. Imagine the impact of people leaving your website and then share the great user experience they had on hundreds and thousands of potential clients.


Here are a few tips on how you can create customer loyalty and social proof to get in the good books of your community.

Survey website visitors: A great way to interact with people on your website is to create surveys on important pages.

Survey paying customers: These people will help shape your business, product or service. They can identify for you the hidden conversion issues and the problems they face on your website. They can also point out feature improvements and lay down the roadmap for your product’s future.

Engage Social followers: Every business has its official social media pages, made not only to interact with the management but also other people utilizing the same product. But not all companies have an active page or otherwise engaging community. The reason is that companies lack focus and not tap into the full potential of social media platforms.

With billions of people on these platforms, they are an ideal opportunity to get the word out for your product. You can create online events, channels or live stream demos to help educate your audience. The secret of social media management is to make your audience better.

Implement live chat: Live chat is not only a great way to replicate an in-store experience, but it’s also useful in identifying which issues people face within your conversion funnel in real-time. This valuable insight will help you identify and remove glitches in your conversion funnel.

Encourage reviews: A happy and satisfied customer is a great marketing agent. Ask your loyal customer to be your brand ambassadors by putting a good word on your behalf. Smartphones have enabled buyers to evaluate a product by viewing Google reviews or visiting Facebook pages. Collect these reviews and use them on your website, in marketing collateral like emails, store banners or a page dedicated to testimonials.

Use Urgency & Scarcity

Scarcity and urgency go hand in hand. Scarcity infuses urgency. the psychology behind it is, if an item is lower in quantity it means more people have bought it, which in turn means it should be good. This coupled with a countdown timer is the perfect recipe to encourage people to click the buy now button.


Sumo has best described the concept of scarcity by conducting an experiment where they asked people to rate 2 jars of cookies. Initially, both had 10 cookies in them, then they removed 8 cookies from one of the jars and asked people to rate them again. The results were staggering. The jar with less no of cookies had a higher rating than the other.

Statements like “You do not want to miss out on this offer”, “Coupon expires in…”, “limited time offer” and many more, have a profound effect on the psychology of the buyer.

Posh website design

Website designs are in a constant state of evolution. The earlier designs were simple and lacked panache. Older websites were developed with only one thing in mind, providing visitors with appropriate information. Here are a few examples.

 

Similarly, here is one earlier design of the e-commerce giant eBay.


As the concepts of UI/UX evolved, so did the design of the websites. Now its more about the journey of the visitor and how pleasantly they are directed to the bottom of the conversion funnel.

Website design and flow is a key element in determining the conversion rate of your business. Factors such as color scheme harmony with the brand, product images, appropriate sections, and designated webpages contribute to a high converting website. Here is a good design example of how ContentStudio’s above the fold homepage looks like.

The other aspect of the website is its flow. Maneuvering the movement of the visitor to the bottom of the conversion funnel is an art. The objective of your homepage should be to make your most frequently searched content easily accessible. By understanding what is important to your target audience, and intelligently crafting your navigation menu, you’ll be removing friction within your conversion funnel.

The heatmaps (discussed earlier) will help you in this regard. You can analyze them to identify which content user is more interested in and then move them to the front. As reference view websites similar to your niche (which are doing well) and analyze their setup. You can list down their shortcomings and create a custom design for yourself which is better than your competition.

Irresistible offers

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Every person evaluates the return on investment before making a purchase. If the ratio is high, it makes it easier to convert.  However, this ratio can be increased by presenting irresistible offers. Even better is an offer with a decrementing timer over it. There are two common strategies when it comes to setting up an offer, pricing, and bundling.

Placing discount offers on products is a great way to boost sales. Offering a 50% discount is a great way to attract potential buyers. The thing to keep in mind is to set up the original pricing appropriately enough so that your business is still profitable.

The second method is to bundle the products together e.g. “Buy one get one free”, “offering a gift card with the purchase of two items”  and other such offers.  These techniques work very well as they encourage people to buy instantly as we are all attracted to free things and saving money.

Setting up a retargeting campaign

The final step in the conversion funnel is an effective retargeting campaign and this step should be run on a continuous loop. According to research, the cart abandonment rate is as high as 69.5% which is an astonishing figure.

Retargeting ads will keep your product in front of the eyes of people who visited your website but did not make a purchase. Seeing the same product or brand enough times will create brand trust and uplifts the conversion rate.

There are many ways you can create a retargeting campaign. You can use Google AdSense to show your ads on different websites, Facebook to show retargeting ads on Instagram and use push notifications to show ads on desktop.

Takeaway

Optimizing your business’s online presence is in your hand. First thing you need to do is to identify the sectors which need improvement. This can be done by consulting others, evaluating heap maps, and using Google Analytics.

The next step is to take measurements so website visitors pass seamlessly through the conversion funnel. try out different ad copies to determine which works better. Similarly, experiment with images and headlines and do A/B testing. Use the power of social media and open communication with your audience. They will act as your advocates online. Finally, create an awesome retargeting campaign to keep popping up to people who visited your website.

If you have other ideas about how to increase conversion rate, do share with us in the comment section.

About the Author

Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.

Replug Reports and Link Analytics

Plan Highly Focused Content Marketing Campaigns Using Replug

 Companies need to adopt machine learning to develop unique content for SEO, beginning with a set of data based on specific variables, Machine learning, coupled with the need for analysis and reporting, as testing new strategies and implementation is imperative to understanding successes and failures.

–  Jenn Mathews of Jenn Mathews Consulting

Emerging Technologies have a major role in revolutionizing and educating an average person. Now, people are aware and enlightened about data and its protection. Toucan Toco has predicted that 90% of the companies will have CDO’s in 2019 which will help companies communicate with their associates in a civilized manner and make better decisions for their future projects.

When you talk about data, the use and importance of reports come naturally. Data is useless when it is not observed periodically. That is why protection and organization of data are vastly being recognized among businesses.

Why is Reporting important?

Reports are used everywhere; in one form or another. If you’re not collecting and analyzing your data trends properly, you wouldn’t know what you’re doing and what to do next. Reports help you nurture your audience with a better understanding of the service you provide them and how it helps them. All these things help you move forward and nearer to your goals and vision.

Reports and business analytics provide useful data which plays a major role in the growth of an organization.

Let’s first discuss how reports and analytics drive you towards the pinnacle of PR.

Data Story-telling

Modern marketing strategies require you to be empathetic and create content that is relatable to the reader. Telling your personal stories through data and using reports for this purpose is a clever marketing tactic.

Super Content Marketing 2019 - Sweden
Super Content Marketing 2019 – Stockholm Sweden

Data story-telling is a derivative of Dataviz (also known as Data Visualization) and Business Intelligence; which support you to present your data in the most interactive and apparent way.

In 2015, Danielle Kurtzleben of Vox created a great example of data storytelling. She gave a statement ‘You don’t eat the way your parents did’ and instead of showing a year by year comparison respective of each food item, she presented it in the form of a chart that showed the shift of food consumption over the years. (Visit the link to view the complete chart).

Keep all the stakeholders aligned

Real-time reporting helps companies progress faster and monitor their activities on the go.

Irrelevant to the size of your company or the span of your stakeholders, reports are the most convenient way to conversate with your team. All the successful B2B and B2C companies prefer to compile data in reports and present their research in an optimized manner.

Pro-active measures

There is a very famous saying; ‘what doesn’t kill you, makes you stronger’. When you have a detailed report in your hands, you can measure your achievements and identify past mistakes.

This data could easily be represented in reports which would resultantly lead to a positive impact on your growth. This means, that if you keep track of all your failures, they could turn into your strengths as well.

With the help of different analytical or business reports, you can prepare for the future and easily dodge the evitable mistakes. You could get an early insight into your actions and their outcomes and plan your strategies accordingly.

Reports in Marketing

Reports have an integral involvement in identifying different KPIs which could be used in measuring the performance and progress of your marketing campaigns. These reports also help in predicting future trends by comparing different behaviors and practices of different entities.

Reports reinforce data-driven marketing; which the modern marketing methods heavily rely upon.

Replug Reports

Replug brings a great opportunity for its users to create as well as track their brands in a single place. Each of your brands and all the marketing campaigns you create for them in Replug are trackable.

Replug reports help you analyze the strengths and weaknesses of your brands and campaigns. You can measure the ROI gained by each campaign instantly, and plan your future campaigns accordingly.

The same way, these reports also enable you to detect if something is going wrong or if your campaign is not working as planned.

Depending upon your requirement, you can inspect your Reports daily, weekly, or monthly.

Let’s see how Replug Reports work and what you can get from them.

Adding Reports in Replug

As explained earlier, you can segment the performance of your brands & campaigns created in Replug and represent them in the form of analytical reports.

Replug has a whole section to cater the reports of your brands and campaigns.

Replug Reports

While adding a Report in Replug, you need to select the brands and campaigns which you wish to track. Replug creates a daily, weekly, or monthly report depending upon the frequency you choose. All of these details are entered in the pop-up form which would appear when you click on Add Reports.

Adding Reports in Replug
These reports are then sent to the email address you entered while adding your report. You can download the report in CSV format.

Exporting Replug Reports

What can you view in a Replug Report?

Replug reports let you view the following metrics of your brands and campaigns.

  • Shortened URL: Custom Replug links created for easy link tracking
  • Original URL: The original link of the webpage you used in your campaigns
  • Campaign: A campaign created for the brand
  • Clicks: No. of clicks for each replug link
  • Conversions: Total conversions as a result of your campaigns
  • Conversion Rate: A link’s Click-through rate
  • Avg. Time: Total time spent by the visitor on your link
  • Tags: Tags assigned to each campaign
  • Unique Clicks: Unique clicks received by each Replug link
  • Creation Date: The date when the campaign was created

Actions performed on Replug reports

Once your report is added to the system, you can perform the following actions on your Reports.

Archiving/ unarchiving Reports

If you want to separately store old reports which are still important to your company but they’re not being actively used, you can add them to an archive. These reports will be retained in your archive for as long as you want and you can unarchive them when you want to start using them actively again.

To add a report to archive, select it and click on the menu button underneath Actions. Click the second option that says Archive.

Archiving Reports in Replug
Similarly, if you want to view archived reports and then unarchive them. Firstly, click on the button Show Archived Reports placed on the top-right corner of your screen. Then select the report which you wish to unarchive and click on the unarchive button underneath Actions. 

If you want to view the report you just unarchived, click on the button Show Active Reports placed on the top-right corner of your screen.

Unarchiving Reports in Replug

Editing/ Removing Reports

If you want to edit some information in your Replug Reports, you could do that by clicking on the Edit button underneath Actions. A pop-up will appear where you can make changes and click on update to save the changes.

Editing reports in Replug
The same way, if you want to permanently delete a report from the system, click on the Remove button (third option in the above image).

Analytics

The trends in data analytics have drastically increased since 2015. Last year, Big Data adoption reportedly increased by 59% from 17% in 2015.

Big Data in 2019

Analytics, just like reports, help you track the current standing of your campaigns. It’s better to be safe than sorry; that’s what data analytics do to your business.

Replug links – Bulk Export

Replug allows you to track your Replug links and examine their performance by analyzing the metrics like clicks, unique clicks, and conversion rate, etc. A Replug Link is a shortened, customizable link that you can create against any URL you visit.

Now, you can export your links in Bulk and gather some useful insights on:

  • your user base; demographical data like age, gender, country, etc.
  • The type of content you share
  • The content that maximizes your audience engagement
  • The conversion rate you achieved – Click-through Rate
  • Unique Clicks

To export your Replug links in bulk, locate and click on Replug links on the top navigation bar. All of your customized replug links will appear with all the analytical data.


Click on the Export to CSV button placed on the top-right corner of your screen. A pop-up will appear where you have to select the category of links that you wish to export.

Here you can select the:

  • Brand(s)
  • Campaign(s)
  • Fields which you want to export in your CSV file. If you want to exclude the data for some fields in your exported report, you can uncheck the field’s label here (as shown in the image below).


Click on Export and your CSV file will be exported to your connected Replug Account. You can download this CSV file and use it as per your requirement.

Exporting Archived Links

If you have some old but useful links that you have archived but now you want to export them and study the performance of your links, you can do that in a few easy steps.

First of all, you have to unarchive those links. Locate & click on the button Show Archived Links. You will be redirected to all your archived links. Click on the unarchive button underneath the heading Actions (as shown in the image below)


As you unarchive your links, they’ll be shown in the list of active links which you can export in your customized CSV file.

 

About the Author

Fatima, a technical writer and a working professional, incorporates with businesses related to software development and training management, her blogs facilitate people to attain a complete picture of the platform she writes for.

vanity urls - Replug

Using vanity URL’s to build online and social brand awareness

What is a Vanity URL

A vanity URL is a branded web address used not only to redirect URLs from one location to another but also brand marketing. The prime purpose of using a vanity URL is that it is easy to remember, use and share.

A vanity URL must contain the brand’s name or a relevant keyword. For example, if data shows that your sales page is the most visited one your entire website, you can create a vanity URL for it and share it across your social media platforms.

Creating a vanity URL

There are three simple steps in which you can create a vanity URL.

Branded domain name: The first step is to incorporate your business name into the domain. The domain name should be incoherence with your business to reflect your brand identity. It is advised to include the exact name of your business in the domain in order for brand recognition.

High-level domain: The next step is to choose the high-level domain type. So it could be an educational site, a news page or a blog. etc using the suffix to domain name such as .link, .click, .lol, .news, .blog, and so on.

Keyword: The keyword or phrase used after backslash signifies the nature of the landing page. This is used to bring clarity to the mind of the visitor about the type page that the visitor will be landing to once they click on the link.

Here is another example of converting complex irregular URL, to simple and beautiful branded ones which are much easier to remember.

Vanity URLs should not be confused with vanity domains, which are domains named after the owner’s name. e.g. https://www.garyvaynerchuk.com/ or https://neilpatel.com/

Guidelines for using vanity URL’s

Vanity URLs are a perfect way to achieve marketing goals. But they have to be used in a certain way in order to extract their maximum potential. Here are a few recommendations on how to optimally use them.

Brand clarity

Brand clarity means nothing else than that your brand works as a whole. Every aspect of your brand from your design over your strategy to your brand experience is in alignment. Nowhere this concept truly applies than while creating vanity URLs.

It is very important to clearly display your brand’s name in full words. The redirection as well should be in the URL as to which page the visitor will land once they click on it. This can be achieved by the keyword used after the backslash. There is a small number of words to play with so you have to be absolutely clear and concise.

Use appropriation

The purpose is to create branded short links but its not necessary to stuff them everywhere, you have to choose your battles so to speak. If a link you want to share is already compact and delivers the necessary message, there is no need to create a vanity URL in this case.

However, if you are using a link shortener such as Replug for analytics or management, it’s better to edit the link.

A few examples of Vanity URL’s

Many social media websites such as Facebook, LinkedIn, Twitter offer users and brands the option to customize their profile URLs. Below are a few examples where businesses have used vanity URLs to instill brand trust in their visitors.

Here is one for Twitter.

finally, here is one where vanity URLs are being used in Instagram accounts.

4 reasons why vanity URLs are amazing

Now that we have understood the concept, here are a few noteworthy advantages of using them in our social accounts.

Easier to remember

Consider the scenario where you someone tells you a website and you do not note it down, and later when you need it, you can’t seem to remember it. Similar sometimes we are lost for words to type into search engines to find things of interest. With an easy to remember web address created with the help of vanity URLs, it is highly probable to leave a long lasting impression.

Vanity URLs are also easy on the eyes. Twisted or scrambled web addresses that do not make any send are ugly to look at not to mention difficult as hell to remember.

Builds trust

The other great thing about branded shortened links is that they increase brand recognition. Sharing engaging and relevant content with your branded domain associated with it will increase visibility and improve recognition.

A branded link instills trust which in turn increases your CTR. By being willing to share your brand name with your link it offers a guarantee that you are leading them to the destination suggested in your link.

Easy to use and share

By being obviously shorter, easier to remember, and more trustworthy, vanity URLs are being shared more and more nowadays. Since they consist of words we use often instead of random numbers they are shared even verbally. The image below is a perfect example of how easily comprehendible the URL is.

The ease of sharing comes in handy on a platform which has a limitation on the number of words you can share e.g. twitter. Longer more cumbersome URLs have to be edited to make them presentable and even then people are reluctant to share them.

Marketing Promotional Materials

Anywhere your brand or website could show up, you have the opportunity to create a call-to-action to get people engaged in your social media efforts. It is time to think out of the box.

Many companies distribute merchandise on marketing and promotional events to visitors and potential clients to help them remember the brand. The more people you can create talking, interacting, and sharing your brand the greater are the chances of your word getting out. If you have vanity URLs for your brand, you can have them printed on the merchandise and utilize this medium for marketing.  The lack of space makes them ideal for printing.

How to use vanity URLs to your advantage

Intelligent marketers use vanity URLs to share content on social media platforms. If you use any service to create these links, they can also be tracked to evaluate performance as people engage with them.

Custom URLs have the ability to track the actions of a visitor. This is quite handy when you need to determine the performance of your ads. Social media platforms, though very intelligent in data gathering, offer little to none information whatsoever once the ad has been clicked. This can be easily done by creating a custom URL to which the user is directed via the ad.

Here are a few ways how marketers can take advantage of vanity URLs and you can too.

Instagram marketing

Instagram has emerged as a heavyweight social media network reaching 1 billion subscribers. It is no surprise that it has attracted so many marketers. To make a place with so many eyes to see the content you share, vanity URLs are an ideal format.

Instagram demands clean and clear posting in the form of images and links. Using a link shortening service such as Replug you can create neat custom short links, infuse your brand name in it and share with your audience.

Boost conversion from social media

Social media marketing and ads revenue have skyrocketed in the past 7 years and it is here to stay. The crucial thing about social media ads is to know your audience in order to create customized ads for each group. Some social networks offer demographically based ads displaying which helps the cause. You might be thinking, where is all this do branded URLs fit in?

If you are using vanity URLs in the ads you are displaying on social media, you can track every click and where it came from. The control of the appearance and text flow is a great reason to use, but the analytics (link tracking, sources, etc.) is the most valuable reason to use vanity URLs and shortened links. Here is one example where people have used Replug to track, monitor and convert visitors.

Brand Awareness

Brand Awareness is the familiarity of the consumers with a brand to such an extent that the brand name becomes the Household name. Every brand owner dreams of their brand name becoming a real word; this concept is called proprietary eponym.

Vanity URLs are a great way to promote your brand. Each link you share is an opportunity to market your brand. Using branded link enough times make your audience get used to it and inculcate brand awareness.

Promoting Special campaigns

There are apps which let you create a specialized campaign for each type of promotion using a vanity link. Campaigns let you segregate ads and its associated data in a separate folder.


Let’s say your company wants to promote a new product and is starting a paid social media ad campaign for it. You can create custom URLs specifically for this product and monitor its performance separate from other links you share.

Comments and Email

Remarketing - Replug

People love you share their opinion on viral videos and news. The comment section is filled with informative and sometimes hilarious comments. This is where the majority of the community comes to interact. Marketers can take advantage of this congregation and present their case in a well-formatted way.

Share vanity URLs in the comment section of relevant posts in a well-presented manner to attract potential clients. Branded URLs are a great candidate for this type of promotion as they are short, organized and contain the brand name to encourage people to click on them.

The same concept can be applied to email marketing. Email marketing is a tricky business where first you have to establish trust in order for people to recognize you. They have to be confident enough to click on the promotional link you send in the email. This can be achieved by using vanity links.

Verbal sharing

Electronic media such as TV and radio are still the preferred choice of marketers.  Imagine you get air time and the host asks you to describe what you do. Wouldn’t it be nice if you can verbally convey your social channels right there and then?

Many singers, DJ’s, and RJ’s have their social accounts with vanity URLs. This helps them to verbally convey the web address of their official channels. It would be otherwise impossible to say the irregular web address.

The presentation of your brand to the audience should be as frictionless as possible. People are more inclined towards engaging if there is less clutter to what they see. After all, many of the customers would have converted not through your website, but social media.

Effect of Vanity URLs on SEO

When searching for a particular brand on Google, the search results often include the social media channels of that particular brand, coincidence? Not really. By having the vanity URL to your brand on multiple web properties, you should be able to dominate your SERP with your own marketing message.

There’s a common misconception that redirecting a link in this way can hurt your SEO. Vanity URLs are simply used for sharing a clean, tidy and branded link that brings visitors to a less appealing URL. According to several ranking specialists, it seems that using URL shorteners doesn’t lead to any negative impact on your SEO. As a matter of fact, shortened URLs are considered by search engines as any regular 301 redirects and they will thus act upon it.

Integrated Link Retargeting and UTM Tools

The great thing about vanity URL’s is that you are able to track their performance. This means acquiring data such as clicks, unique clicks, conversion, etc. This allows you to evaluate the links you share and then tweak them to enhance performance.

The second part of this activity is to add the people who clicked on the vanity URL in a retargeting list. Even if the link was redirecting to a third party website, someone was still interested in it to click on it. This technique has proven to increase top funnel traffic considerably.

Adding UTM parameters to the links you share also helps in tracking, attributing, and accounting for your marketing efforts. Build intelligent UTM parameters and add them to the links you share

Takeaways

Vanity URLs have the multipurpose functionality of not only appearing pleasing to the eye but also creating brand trust. They can be used for social media branding, in email marketing and link tracking. Try using them today in order for your business to keep appearing in the right place at the right time.

 

About the Author

Wasiq Naeem is a content and digital marketing veteran who is passionate about his writing. Extensive research and producing high-quality content is just another day at the office for him.