As a marketer in 2017, you’ve probably heard about Millennials and their influence on the marketplace enough to make your ears ring. For example: a long time ago in 2012, an article in Ad Age predicted that Millennials would be spending an annual sum of $200 billion by now.
But, just because so many people are — and have been — talking about Millennials does not mean that you should tune them out. On the contrary: you have the responsibility to investigate whether or not Generation Y is actually as impactful as it has been proclaimed to be.
Our digital marketing agency’s entire content team and two-thirds of our Creative department are proud members of Generation Y. Yes, we’re millennials that are writing about how to market to Millennials! We decided to write this conclusive blog post that finally solves the mystery: “How do I turn Millennials into customers?”
The answer, of course, is a simplified online presence that:
1) Quickly gets users what they need
2) Has the right track record across social groups
In other words: Millennials want a user experience (UX) that solves problems fast. Accomplish this kind of UX through the following web design and search engine optimization (SEO) tactics.
1. Navigate Millennials Through a User-Friendly Design
R. R. Tolkien wrote, “Not all those who wander are lost…” But, those who are lost will wander to your competitor’s website.To attract Millennials to visit, read and buy, your website has to be both functional and fast. The navigation or architecture of your website must be intuitive. Follow the laws of common sense. As Web Design Depot writes in their blog post, simplicity is one of the most important factors of Millennials’ desired UX. Do not waste readers’ time or effort with too many pages, pop-ups or clicks to get to popular destinations.
If your target audience of Millennials wants to download a white paper or watch one of your new videos, take them to that content! Embed videos directly onto pages that relate to the same theme. Allow readers to download that white paper you just published with a widget in a sidebar. Giving that content creates the conversion that generates a meaningful lead.
In order to accomplish this lead-generation through a streamlined navigation, you must analyze and understand the click-path of the Millennials in your target audience. Answer these questions to know how to create a better UX through linked pages:
- On what page(s) do Millennials most often land?
- For how long do they stay on those landing pages?
- Do they exit your website on any specific page(s)?
- What page(s) have the longest session duration?
When you have answers to these questions, you’ll be able to formulate the ideal pathway for Millennials to travel on your website to get to their destination. As a general rule, you should constrain that pathway to three clicks, at the most, to reach the destination. Perhaps it is a "Contact Us" page, FAQ list or a blog. In any of these cases: maintain a constant click-path or funnel through which Millennials must travel on desktops and mobile devices (Web Design Depot).
According to a short survey from Digital Turbine, approximately 81percent of participating Millennials “look at their phones” umpteen times in a day. This is most likely not that shocking, so use this information as a sign that your website needs to function at a high speed. We can all agree that pages that don’t load fast enough are just about the worst things in the world. According to an article from Think With Google, the probability of a bounce increases by 90 percent as the load-time for a mobile page goes from one second to five seconds
To keep your mobile and desktop pages outside of this risky timeframe, remove all of the unnecessary code and elements that slow the loading process. Prime examples are sliders on home pages. It is important to note: no matter which elements you remove, flawless functioning should still be present. Don’t remove links, images or sections that Millennials need to complete their click-path.
Christian is the copywriter in DaBrian Marketing's Creative department that aids in the development of storytelling through all forms of digital communication. He conceptualizes and writes all of the advertising and marketing content for DaBrian Marketing Group and its clients - blog posts, on-site pages, emails, direct mail, display ads, as well as white papers and eBooks.
David is the SEO Consultant at DaBrian Marketing. He assists in creating and maintaining the digital marketing agency’s presence in a variety of manners including traditional advertising, organic search (SEO), paid search (CPC), digital media, direct marketing, and email marketing.