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We are hiring!

Work for Jerram

We’ve currently got a brand new position for a web developer. We are looking for someone diligent and creative to help the team support our growing crop of clever tools, including; configurators, portals, e-commerce and websites.

Full details are available here

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David

We’ve moved!

At last, Jerram Marketing has settled into a new home in the thriving town of Reading, Berkshire.

David Jerram at new Reading Offices

Our new address from January 2014 is:
Jerram Marketing Ltd.
Atlantic House
Imperial Way
Reading. RG2 0TD

Please let us know if you’d like to pop over and see us. We are very proud of the new space, and the panoramic views across the Madjeski Stadium Car Park and the M4 motorway…

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David

Google Hummingbird, and what it means for you

Over a month ago, Google quietly allowed their new search algorithm “Hummingbird” to go live. The focus is now not simply word matches, but that of more conversational results.

Google Hummingbird AlgorythmThe first and most obvious question for website owners is; “will I lose traffic to this new approach?” Put simply, if you have not done so within the last 30 days, then you’ve come through the transition unaffected.

In response to a small minority who have lost traffic, Google’s spokesperson recently stressed that this could be due to other factors.

Alarmingly, the new algorithm effects 90% of searches made, through the dominant search engine. This new change comes from Google’s efforts to keep up with modern day search queries. The use of typical Boolian searches are on the decline, with waves of new internet users connecting through their smart phones or tablet devices. Simple searches for locations, within a nearby radius of the user have become far more prevalent, leading Google to introduce this new method of searching, to keep pace with the modern day internet user.

Google’s approach to SEO has not changed, according to one Forbes columnist:

“Nothing has changed. If you have original, high-quality content, and you have high-quality and relevant websites linking to your own website, then your website is still going to rank well. If anything, your website’s rankings will improve….”

- Joshua Steimle, Forbes

However, Google’s new approach is much more than just adding a human touch, but a better attempt at showing a user exactly what they want to see. For too long, searches have yielded results that clearly have little or no relevance, thus Google’s first update in over 10 years is the first step at removing these inconveniences. This new direction includes Google’s Voice Search, the algorithm will provide users with a more appropriate and accurate search result, as use of this service is shown to be on the increase.

For more information, and perspectives, on Google Hummingbird – click here

To find out more about the basic Q’s and A’s around Hummingbird, please click here

For help with search optimisation or on-going web marketing, please contact us.

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David

31 Top tips for developing great Landing Page experiences:

I recently did an analysis for a customer on their Adwords campaign, and was asked to help identify why their bounce rate was so high and conversions low.  Now, whenever I hear those words I immediately think of two scenarios:

Either, users are clicking through to a great landing page, getting all the information that they need – and then leaving fully satisfied.  Or, more likely – the landing page sucks.

Top tips for landing page design

Looking closely at this clients Adwords campaign – it was pretty well constructed. I’m no Adwords God, but I could see that a lot of time had been spent on phrase and exact matching, search term reviews and negative phrase inclusion. There were lots of experiments and ad groups, and all were well formatted. So, my attention shifted to their landing pages pretty quickly.

I cant publish the report here, but from it we created the following 31 point guide to landing page success. I thought it might be worth sharing it – in case anyone else finds it useful:

  1. Send people to a relevant and targeted pages
    Try to invest in bespoke landing pages that match the keyword and the ad or email content – as well as the profile of the visitor as closely as possible. For example, a user that knows what Performance Testing is – does not need to be taught all about the benefits of Performance Testing. Far better to explain that you are the BEST performance testing team and that you have the tools, expertise and knowledge to help the visitor to achieve their goals.
  2. Provide a consistent experience
    Make sure that your ‘Ad’ matches the tone and experience of the landing page. If the ad promises something, make sure to deliver it in the landing page.
  3. Create standout points
    Your landing page needs to get to the point very quickly. There should be no pre-amble and no waffle.
  4. Focus the visitors attention with a clear and concise headline
    Make the headline clear, easily noticeable, and in a relevant position on the page. The headline must link to the ad and to your promise.
  5. User and traffic segmentation
    If you have multiple visitor types, create a landing page for each segment and drive traffic via separate campaigns. This will enable you to measure your most effective market segmentation.
  6. Remove the clutter
    Your landing page needs to preach the mantra “Less is More”. Don’t distract the visitor from your core point.
  7. Remove the navigation
    Keep visitors on track. Don’t allow them to wander off the landing page by clicking around the wider website.
  8. Above the fold
    Although most websites increasingly build their ‘story’ with long scrolling pages – we should try to nail the main point home within the first view (above the fold) on any campaign landing pages.
  9. Repeating your CTA on long pages
    If you are obligated to produce a long landing page, try to repeat your core message and/or CTA at comfortable intervals throughout.
    This helps to reinforce your purpose.
  10. Congruence
    Every element on your landing page must refer to, or support, your core value proposition. Look over your design and copy, if itʼs not directly supporting your goals ditch it or re-write/re-design it.
  11. Experiment with different media types
    If resources permit, try embedding a video in your landing page to gain increased stickiness.
  12. Provide extra value on your confirmation or thank you page

    If you are asking your visitors for personal data on your landing page (such as an email address for lead capture), take it one step further and give them a bonus on the thank you page. This could just be something useful such as a link to related content on your site, or it could be an extra free report. Giving something away for free (or for an email address) is good.
  13. Show a phone number

    Try to use a number that is dedicated to your website and online marketing, to assist with goal tracking.
  14. Remove barriers to valuable content

    If you are giving something away for free, but asking for personal details in exchange, offer something that really is for free in advance, such as a small portion of the materials you are providing (a chapter 1 preview etc.). This piques interest and lets people know you are not going to send them something worthless in exchange for their personal information.
  15. Endorsements

    Use testimonials from well-known businesses to build credibility on the page.
  16. Don’t ask for information you don’t really need

    Only ask for minimal information if any data capture / call to action.
  17. Certification and brand logos

    This is a classic technique to garner trust. If you have an association with a well known organisation, display them prominently on the landing page.
  18. Privacy
    Provide a clear link to a privacy statement and/or terms and conditions to quell fears of email abuse.
  19. Co-branding
    Partners can also drive traffic to your landing pages. Using a co-branded landing page can enhance the ad message momentum and improve your conversion rate.
  20. Test the primary graphical image(s) or photography

    Most campaigns are intended for a specific segment or user demographic. As such, it’s a good idea to try different images that match the user types that you are targeting.  Try to avoid using irrelevant images from stock libraries or partners websites…
  21. Primary message

    Write multiple variations on your main message and run tests on each. Also try varying the size and color of the text.
  22. Call to action 
promises
    Ensure your CTA contains an accurate description of what the user will get when they act on it.
  23. Let the visitor know why they need to complete your form
    Make the benefits and reward very clear and position them in context with the form so that people are constantly reminded why they should bother.
  24. Make your CTA(s) clear and unambiguous
    If you are offering a free white paper then make the button say “Get your free white paper”, and not “go”, “submit” or “subscribe”.
  25. CTA Breathing room

    Allow the CTA room to breath visually. Expansive use of whitespace will allow your button or statement to stand out on the page. Color choice is important here also; create a high contrast between the CTA and surrounding elements to assert it’s dominance.
  26. Keep the CTA where it can be seen

    Don’t let it fall below the fold, and if you have a long page, repeat the call to action at the bottom of the page or once in every page length to remind the user and provide them with a mechanism to act, regardless of where they are.
  27. Apply a safety net

    Not all customers are ready to engage right away and might need some supporting information to ease their worries or answer their questions. If you are asking someone to register for an event or meeting, a sensible secondary CTA would be do download a brochure. This keeps them in your realm of influence (as opposed to leaving to do research elsewhere) and builds confidence.
  28. Reduce the available options

    If you have only one message and action, you should be able to look at the page and have your eye immediately drawn to the action area. Don’t place extraneous offers or navigation on the page that could draw the user into doing something else.
  29. Conversion metrics

    You should ensure you are recording the conversion rate (broad term), bounce/abandonment rate, form completion rate. Store these results so that you have a basis for showing how your refinement process (via A/B testing) is working, and to allow comparative reporting against previous campaigns that had the same goals.
  30. Eye tracking

    If you have some budget available, eye-tracking reports can give you valuable insight into where people are looking and help you increase the positioning of key elements.
  31. Heat maps

    Similar to eye tracking, there is software available that can show heat map overlays showing where people are clicking most. Use this information to manipulate and test copy in the most popular areas to see if you can increase conversions.

 

 

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David