Smart Devices Are Driving Online Design Changes

We are entering a new era of web design and user interface that is being driven by the function of smart devices. The desktop computer is no longer the primary tool for web surfers. Flexible, simple, user-friendly interfaces are needed for phones, tablets and more.

User Experience Will Dominate

Desktop design needs to yield to mobile only interfaces. Google is already giving preference to mobile-optimized sites, even if the majority of traffic is not yet from mobile devices.  Simplicity is the key to keep things easy to load on mobile.

Speed Will Get Even Harder to Ignore

Page loading speed is already a factor in search rank and who will wait around to actually access your content. Yet, speed is hard to “fix” and is a factor many site developers choose to ignore.

Speed issues aren’t going to go away, however. Designers will have to keep the page load time as fast as possible in order to provide time for device communication and data sharing.

More Devices to Come

User interfaces will need to easily communicate with other smart devices. We already see commercials about controlling home systems and car locks with cell phones. These types of use cases will only increase.

Security Matters

Security is becoming a primary consideration as mobile devices get hacked. Known vulnerabilities need to be avoided and changes made as new issues surface.  No one will use a site that is not perceived to be safe.

Facebook Groups Can Restore Your Reach

Facebook Groups Are Seen More

Facebook groups enable members to start conversations more seamlessly than a Facebook company page does. They are also in keeping with Facebook’s overall shift away from public sharing to discussions in places where people opt in.

Posts from groups in which users are active are given higher status in their news feed, so group posts are more likely to be seen than page posts.

Consider these benefits:

  • All group members see group posts
  • Members can start conversations among themselves
  • Members are approved, creating a real sense of being wanted and connected to you

How to use Facebook Groups

Create a group that will be interesting to the people who you want to join. This may mean focusing on a topic that is broader than just you or your brand. The easiest way to build a community is by offering something of interest.

Here are some basic steps to follow:

  1. When you start a group, be sure to fill in all the information
  2. Set group rules to set the tone for the behavior of members and protect you if you have to kick anyone out for working against the group’s purpose
  3. Post relevant items regularly and invite participation – share content here that members won’t see elsewhere
  4. Interact with member posts, comments and likes
  5. Keep up with the group analytics to know what’s working

 

The Up-Side of Email Unsubscribes

If you are like most marketers, you watch your unsubscribe rate with every email you send. You live in fear that lots of people will leave your list. In these days of distilling everything into a metric, no one wants list size to decline. A smaller number is bad, right?

It’s time to think more broadly. Email unsubscribes are not necessarily an indication of a problem.

For most organizations, there are more important goals of engagement than the raw number of people reached. A smaller list, is likely better.

Lots of disengaged subscribers messes up your email performance metrics.

Subscribers who are disengaged make it harder for you to see the real impact of your messages on those who are interested.

You want the right people.

Focus on getting the right subscribers, not just a lot of subscribers. You want the most qualified prospects and customers.

Engaged subscribers make relevance clear.

When you remove the clutter of unengaged subscribers, it becomes easier to make messages relevant. If the message does not connect with an audience you know cares, then it is time to refine and refocus.

Give up control. 

Allow subscribers to pick what they get and how often they get it. They are engaged, so let them have some control in the relationship. Give them choices beyond “in” or “out.”

Learn from every unsubscribe.

Reality is that people will leave your list. The unsubscribe confirmation screen should offer 3-5 options for the person to tell you why they’re leaving. You won’t ever really know why someone leaves your list unless you ask.