10 Website Creative Tips for Conversion Optimization
The quality of creative campaigns impacts the way consumers experience your brand’s message at all touchpoints. A new campaign needs effective creative to make an impression across various distribution channels and connect with prospects. An established product or service needs refreshed messaging and imagery to continue to generate interest.
Beyond these fundamentals of creative design and messaging, optimization is the most significant service to help brands increase engagement and drive measurable improvements. I define creative optimization as the use of customized strategy, technology and best practices that deliver outstanding performance for your campaigns and websites. Here are 10 best practices for creative optimization:
1. Get a website design that connects. What’s web design really? Effective web design is eye-catching, engaging and drives the advertiser’s intended actions. It’s a vital part of any online marketing initiative. If your website is generic or appears outdated, this should be addressed first and foremost.
2. Understand the mobile factor. Mobile web usage is projected to overtake desktop usage in 2014. It’s imperative that your website and landing pages are designed and coded to support mobile devices. This is known as responsive design, which allows your content to dynamically adapt the user experience to any device. Responsive techniques can even be applied to your email creative so it’s optimally displayed on iPhones, Androids and other smartphones.
3. Load time can make or break your campaign. All elements of your website should be optimized to load as quickly as possible. A review of your file sizes, code structure and links to third-party support files helps you identify elements that are slowing your visitor down. The technical side is often overlooked, but it might be the reason your campaign is failing.
4. Attribute and adjust creative. If you’re running several campaigns across different media and distribution channels, you may be surprised to learn that your best creative isn’t equally effective in all channels. It’s important to test your messaging and imagery until your campaign is optimized for each channel. Also, be sure to pay special attention to attribution to discover messages and imagery that are resonating, in addition to the timing and frequency of these interactions.