Digital Design and Marketing: how to use (or not) to generate more results for your company?
Check out some design and visual identity tips to boost your Digital Marketing actions. These are insights for you to use on your website, Facebook, call-to-actions, email marketing layout and blog.
When people look for Digital Marketing tips, they immediately come to their minds with accelerated growth techniques, growth hacking, robust analytical tools that integrate and cross data and information, keyword search applications, trend tracking and most used hashtags and other highly technological and quantitative tactics.
But, have you ever stopped to think that your website’s conversion rate is directly related to its design? And that the design concept goes beyond mere appearance, being also responsible for good functionality?
As Steve Jobs well said: “Design is not just what it looks and feels like. Design is how it works”. Of course, it’s all part of the same puzzle, and all the points mentioned in the previous paragraphs are important, but leaving design aside can be a shot in the foot!
Therefore, Blue World City selected for you in this post some Digital Marketing tips related to design and visual identity. Enjoy!
How to use the best of design in your Digital Marketing actions?
Before going straight to the part linked to Digital Marketing, let’s get down to the basics: create a logo and visual identity. The visual identity is the set of elements, such as colors, shapes, symbols and typefaces, that make up its pieces of communication with the public. And the logo is usually the main part of all this, adding in itself a good part of the elements that will be used.
Both must convey the positioning, differentials and value offer of your business. In the specific case of Digital Marketing, pay attention to how these pieces will appear on the screen of computers and other mobile devices. Avoid exaggerated details that may disappear due to the devices’ resolution.
Okay, now let’s go to more objective Digital Marketing and design tips:
One of the concepts most used in this media, especially when it comes to Landing Pages, is the so-called “above the fold”. That is, as soon as the site is opened in the user’s browser, the most important information must be present on the screen without there being the need to rotate the scroll bar. Therefore, a lean design is recommended!
Briefly, these important elements are as follows:
- Pages need to be responsive. To take the test, you can use Google Mobile-friendly Test ;
- Main call cut to the chase;
- Small secondary paragraph explaining your business;
- Call to Action in striking colors and with words that lead to the desired action;
- Some elements of trust, such as customer testimonials, secure website seals, and links that make it possible to quickly query your social media;
- Form (with few fields) to get customer information.
In addition, ensure a clean design, easy to use, where the person feels good and safe to navigate, without excessive clicks. Use color psychology in the best way, depending on the visual identity of your business.
To learn more, check out the post: 8 Design Tips for Creating a Perfect Landing Page
We could talk about several other social networks, but Facebook is the most popular and will receive a little more of our attention in the form of Digital Marketing tips to create the Facebook cover.
The cover has 2 main elements:
The avatar, that little square on the left side, where it is recommended that you place your company logo. There are exceptions, such as during momentary promotional actions or withdrawals where there is an interaction between the avatar and the cover itself.
The cover is that bigger rectangle that sits at the top of the fan page. You can use photographic, landscape, people, and other images that you think fit your company’s message. You can also opt for graphics and illustrations.
What you can’t do is exaggerate too much in texts. In fact, the less text in this element, the better, because the fan page cover already has several text fields to be completed, in addition to the tabs that you can format in the best way so as not to interfere with the cover layout.
Email Marketing Layout
One of the most basic Digital Marketing tips regarding the Email Marketing layout is that it must speak to your company’s visual identity. Opening an Email Marketing and being directed to a page that does not match it at all cannot happen, as this will cause strangeness to users.
Other than that, the “above the fold” rule can also be used here, with special attention to the Call to Action, which we will detail below.
all to Action
Used in different Digital Marketing media, from Email Marketing to websites, Call to Action (CTA) usually has strong colors, which attract the user’s attention.
The Digital Marketing tip for CTA is to do so-called AB tests, whenever possible. You can do 2 Landing Pages or two Email Marketing, one with a blue Call to Action and the other red.
Send your emails and see which CTAs had the highest click-through rate. This way, you will make much better choices.
Finally, our last tip will be about blogs. Once again we emphasize the importance of maintaining a consistent visual identity. In addition, clarity and ease of navigation, in addition to the practicality of finding the desired subjects is essential.
Be very careful when choosing categories and tags and don’t forget to have a good built-in search engine.
Highlighting the most visited posts on the side and, within each post, which other articles are related to the subject also helps to provide a good user experience.
Another important point in relation to all the aforementioned media is the use of high-quality images, preferably professional ones or collected in image banks.
To learn more, check out the special “ The blog in Digital Marketing Strategy: everything you need to know ”.
How to use design to convert more leads and generate more sales, according to Henrique Carvalho
At the RD Summit 2014, Henrique Carvalho, founder of Viver de Blog, gave a short lecture on “How to use design to convert more leads and generate more sales”.
First, what is design?
Some people respond that design is simply packaging. Something cute for you to put anything inside, which is not a true statement.
Design is able to transform lives and help people, both children and elderly, to live better.
The main idea of a well-made design is to be simple without being simplistic. It’s doing the most with the least, making the complex accessible.
Factors such as colors, sizes, bolds, embossing, arrows and animations are simple ways to transform this complexity into something that is better understood.
3 studies that prove the power of design
During the lecture, Henrique Carvalho cited 3 studies on a design that directly impact the user’s browsing experience.
a) Design is synonymous with trust for visitors
A study carried out in England demonstrates the power that design has in people’s lives, especially when related to the internet.
At the time, several people were selected to randomly access different websites. The objective of the survey was to find out if people trusted or distrusted the sites visited, having a maximum time of 10 seconds to reach a conclusion and justify it.
The result was surprising. Among all respondents who said they were suspicious of a particular site, 94% of those responses were due to page design. In other words, a disqualified website design has already astonished people even before they have had a chance to absorb its content.
b) You have 8 seconds to gain someone’s attention
Another study also shows that you only have 8 seconds to make a good impression and gain the person’s attention. It’s like a first date with someone. It is the first few seconds that determine whether you will like the site or not, regardless of what content is there.
This study, in a way, proves the previous one.
c) Less is more
Finally, another study brings design to the forefront in our lives. This is a study on jelly jars, and apparently, there is no relationship to what we’re talking about here. But, the truth is, there is.
This study was carried out as follows: during two different Saturdays, a researcher placed different jars of jelly for sale in a certain place. On the first Saturday, 24 jars of jam were offered for sale, while on the second only 6 were available. The objective was to understand how many people stopped to buy at these different stands, one with 24 and the other with 6 pots.
The interesting thing about this study is that, although the stand with 24 jars of jam attracted more attention and curiosity, it was at the stand with only 6 jars that sales were higher.
The result of this research proves a simple design concept in which less is more. The fewer options you give a person, the less confused they are. That way, you get more conversions than you want.
This is a very simple concept for your website’s own homepage and landing pages. The fewer elements you put in, the less you are competing for the user’s attention. That is, that main element you want to highlight, be it a fill-in form or a call to action, needs to be in evidence not only among all the other elements but among the fewest possible elements.
Instead of trying to put as much information as possible on one page, do as little as possible to make the conversion rate higher.
3 Quick and Practical Design Tips for Conversion
There are several design concepts you can use on your website to both captures more emails and generate more sales. However, three were chosen as fundamental. Check out the evolution of a filling form, from the first example to the last.
Borders and other shapes that wrap around a form, for example, give the visitor the necessary prominence to pay attention to their objective on the page.
Contrast and Color
The color naturally stands out, but only if it is in evidence among others. A tip is to explore the color wheel to contrast warm colors with cool colors to make your call to action stand out more.
They can be arrows, people looking in a certain direction, paths, roads and other shapes that direct the visitor to somewhere. The human eye naturally tends to follow these directions.
There are a multitude of design techniques and strategies that can not only make your website more attractive, beautiful and trustworthy, but also more profitable.
As Henrique says in a case study of his talk (watch the video for a better understanding), a website design redesign was responsible for an increase in:
- 133% more email entries;
- 65% more visits;
- 74% more pages visited;
- 40 seconds more average time on site.
In other words, data like these prove the importance of a good design project for a business as a whole.
3 design errors that hinder your results
Even if their designers are very good, they don’t always have a deeper knowledge of digital marketing and, if they are not well guided, they end up making some mistakes more often than we would like.
It is the role of the digital marketing area to ensure that these three mistakes are not being made:
1. Content is not optimized for search engines
The marketing area is responsible for SEO and must ensure that the site complies with good practices.
Not every designer knows very well how Google works and this can lead to unrecommended actions.
It is very common, for example, for designers to use text with different fonts and colors and render it as an image to use on the website, instead of using the text in the HTML itself. Even if the images contain the description, Google gives priority to the texts.
In addition, there are items that are not necessarily a designer’s responsibility, but that they often end up doing, such as choosing text and page title. All of this must be in line with the company’s SEO strategies. To learn more about these items, check out the post: How to do an On-Page SEO Optimization
2. Aesthetics speaks louder than the need for conversion
What is most beautiful does not always generate better business results.
For good conversion it is important to highlight the calls-to-action, using the position, size and color of the button/banner. Often a smooth button looks more beautiful and harmonious, but it is not noticed and highlighted as it should. Or, there are pretty images and items, but they are more attention-grabbing and far less important than the call-to-action.
The size, contrast and position of the elements must be in accordance with the company’s strategy. In our case, for example, when we redesigned the blog, we passed on to our designers everything we considered important in the layout for our type of business.
3. Choices are based on personal opinions rather than the customer’s view
Gone are the days when “thinking” or what Avinash Kaushik calls HIPPO (Highest Paid Person’s Opinion) were the tools of choice in design.
For sites with at least some volume of traffic, it’s not difficult to separate visitors into two versions of a page (called the A/B Test) and see which one performs better.
For sites that are just starting out, talking to the customer can help a lot. Understanding what his problems are, what kind of information he is looking for, and how familiar he is with the Internet is information that can already get you out of the dark and provide some good insights.
Although art is important, Digital Marketing is based a lot on science and the more sure your company is about the performance of a choice, the better the results 😉
Check out some design and visual identity tips to boost your Digital Marketing actions. These are insights for you to use on your website, Facebook, call-to-actions, email marketing layout and blog. When people look for Digital Marketing tips, they immediately come to their minds with accelerated growth techniques, growth hacking, robust analytical tools that integrate and cross…