Push.sg https://push.sg Property Marketing Automation Platform Thu, 27 Feb 2020 05:16:12 +0000 en-US hourly 1 https://wordpress.org/?v=5.2.4 Coronavirus and its impact on Singapore’s Property Industry https://push.sg/2020/02/27/coronavirus-singapore-property-market/ Thu, 27 Feb 2020 01:27:24 +0000 https://push.sg/?p=11276 The novel Coronavirus, or COVID-19, has become a devastating global crisis. Emerging in late December in Wuhan, it has infected over 81,000 people, with a death toll of almost 2,800. Singapore currently has the fifth-highest number of confirmed cases – at 93, as of February 27 – outside of mainland China. Coronavirus spreads through human-to-human contact, as well as contact...

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The novel Coronavirus, or COVID-19, has become a devastating global crisis. Emerging in late December in Wuhan, it has infected over 81,000 people, with a death toll of almost 2,800. Singapore currently has the fifth-highest number of confirmed cases – at 93, as of February 27 – outside of mainland China.

Coronavirus spreads through human-to-human contact, as well as contact with contaminated objects, including lift buttons and door handles. According to some reports, this could lead to potential homebuyers avoiding property viewings out of fear of infection, as well as create reluctance among property sellers to showcase their homes. This imposes a significant barrier for property agents.

Here are some tips on how to combat this situation:

Incorporate Risk Management Plan

Many condominiums and luxury apartments have implemented thorough medical screenings to prevent viruses from entering their neighbourhood. By having your own risk management plan handy, you can ensure that everyone involved in the process is feeling safe, no matter where the viewings location is.

Protective measures such as providing face masks, hand sanitiser and checking all visitor’s temperatures will help to reassure both viewers and sellers – you can rest assured that no sick tenants or prospective buyers will be walking around the property, and they in turn won’t be nervous about catching anything. 

Some agents have pointed out that this is especially useful for weekend viewings when the crowds are larger and human-to-human contact is much higher (for example, on weekends people tend to invite their relatives in to use the pool and facilities). 

Consider Virtual Tours

Virtual Tours is such a revolutionary tool in helping estate agents to sell properties and is an extremely useful advantage when it comes to coronavirus.

Firstly, by having this excellent feature, your buyers can inspect the property from the comfort of their own home, wherever that might be – giving you limitless boundaries between Singapore and China, or any other country for that matter. Secondly, it benefits you by saving you money, time, and hassle from attending multiple viewings.

Lastly, it eliminates unintentional buyers – studies have shown that 80% of first viewings don’t lead to a second. Hence, by having your first viewings online, you can focus your resources on those who request for second viewings – which usually are serious, legitimate buyers.

Integrate 360° virtual tours with Push. Our virtual tours feature allows for a truly immersive and engaging experience.  Take a look for yourself here.

Leverage Technology Platforms

Mainland China Investors hold the largest proportion of foreign property buyers in Singapore. Despite the devastating impact of coronavirus in China, the current epidemic has brought a silver lining to a few players in the technological industry.

Millions of people are being forced to work from home, which as a result, remote work apps are experiencing exponential growth (such as WeChat Work and DingTalk). As such, between late January and February this year, WeChat became the second-most downloaded free iOS app in China, experiencing significant year-over-year growth (572%) in downloads in just under two months.  

In order to reach this particular market, it is essential to determine what the best online platform is to use. For instance, Google and Facebook are banned in China, therefore simply setting up a property website is not ideal. Furthermore, those within this market tend to rarely check their emails, so sending weekly updates will just result in wasted resources as they will most likely end up in their junk folder.

Push allows you to engage directly with your clientele through your own website with its WeChat integration feature.

Property Market Impact

The most immediate impact is likely to be slower sales volume and decreased number of viewings. Pure investors may switch to a wait-and-see approach, as they are still waiting to see the clearer picture and scale of the virus outbreak.

A recent Straits Times article forecasted drops in resale volume in Q1 2020 by as much as 25 to 35% due to investors’ reluctance due to declining market confidence.

According to Colliers International Group Singapore, the increase in luxury home sales could be attributed to the heightened interest received from Mainland Chinese Investors whom are seeking safe-haven assets in Singapore. In fact, OrangeTee & Tie conducted research which found that in the last quarter of 2019, sales for Singapore luxury homes (worth at least S$10 million) hit an 11-year high. 

However, the World Bank expects China’s economic growth to decrease by 5.9% this year and unfortunately Singapore’s economic situation isn’t looking too bright either. Singapore’s Deputy Prime Minister & Finance Minister, Heng Swee Keat recently claimed that ‘this outbreak will certainly impact our economy’. As a result, Singapore’s Ministry of Trade & Industry has downgraded the 2020 economic forecast by 1.0% amid the coronavirus outbreak. Therefore, it is safe to say that the real estate market here in Singapore can soon expect similar economic damage.  

Introducing our Digital Marketing Service!

Our powerful property marketing & leads management platform is backed by award winning in-house digital marketing specialists, Digital Squad. As multiple winners of the prestigious SEMRUSH Awards for the best SEO campaigns, you can rest assured knowing that your property businesses are handled by the best in the field!

With PUSH, you can engage with your customers directly from your website via Facebook Messenger or WeChat – China’s largest Social Media platform. Our seamless integration will allow you to reach out to your target audience and deliver your messages amidst the global virus. The built-in CRM feature allows you to stay organised and track customer emails with marketing automation, helping you to get on top of everything and secure deals, even when your prospective buyers or sellers are cancelling viewings.

So, what else are you looking for? Explore the full capabilities of PUSH and find out why we’re Singapore’s most powerful and popular property marketing platform! 

Read more – our Chinese digital marketing services

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Facebook Remarketing Vs Google Remarketing https://push.sg/2019/08/13/facebook-remarketing-vs-google-remarketing/ Tue, 13 Aug 2019 23:43:04 +0000 https://digitalsquad.com.sg/?p=11096 As digital marketers, knowing which channels to assign our budget to and how much to assign to each channel, is one of our biggest challenges.  You may have heard about remarketing and its effectiveness in increasing conversions, improving brand recall, reducing loss, and offering sophisticated audience targeting options.  There’s no denying that remarketing is effective,...

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As digital marketers, knowing which channels to assign our budget to and how much to assign to each channel, is one of our biggest challenges. 

You may have heard about remarketing and its effectiveness in increasing conversions, improving brand recall, reducing loss, and offering sophisticated audience targeting options.  There’s no denying that remarketing is effective, but with a number of options available for running your remarketing ads, knowing where to start can seem overwhelming. Having a stellar website isn’t enough. With an average conversion rate of 2%, remarketing is an important aspect of enticing visitors to convert into customers. 

The two main options for remarketing your property website Singapore are Facebook and Google. Facebook has over 2.2 billion users, while Google Display Network has over 2 million sites and reaches over 90% of Internet users

While they are both essentially offering remarketing services, there are significant differences between remarketing on Facebook and on the Google Display Network that advertisers should be aware of before choosing one for their remarketing campaign.

What is Facebook Remarketing?

Facebook remarketing offers advertisers a way of reconnecting with Facebook users who have visited their website. This is done by installing a pixel on the website that sends information back to Facebook. As long as the user is signed in to their Facebook account while they are browsing online, they will be eligible for retargeting.

Key statistics for Facebook:

  • Facebook has over 2.2 billion monthly active users. Over 1.5 billion of these are daily active users, which means that by choosing this platform for remarketing, your business can reach a huge portion of the world’s population. 
  • 81% of 18-29 year olds use Facebook, which makes this the most common age bracket. If your business is targeting this age range, Facebook may be effective. If not, you can always select the age range that you want to target with your ads.
  • Timing: As an advertiser, it can be useful to know the popular times on Facebook. The highest traffic on the platform is between 1 and 3 pm during the week.  This may give your business the opportunity to reach more prospects, however, your competitors are also likely to be aware of this and as such, the cost-per-click and cost-per-impression will likely increase during this time.
  • Days of the Week: Engagement on Facebook is on average 18% higher on Thursdays and Fridays as people are happier towards the weekend. This can be applied to your advantage in your campaigns.
  • 50% of 18-24 year olds check Facebook when they wake up. Running ads at this time can mean that your business is the first thing these users see in the morning. But, is that necessarily a good thing? They probably don’t want to be advertised to as they are scrolling through their news feeds in the morning, unless your products or services are particularly interesting or relevant to them. While users may be more active in the morning, they are typically more engaged in the evenings, so it can be beneficial to A/B test campaigns throughout these times to find out which are the most effective for your business.

What are the Benefits of Facebook Remarketing?

Facebook remarketing is the chosen option for many digital marketers for the following reasons:

  1. Mailing List Integration

Facebook remarketing campaigns can be created from business databases such as mailing lists. This can be done by creating a custom audience and importing your mailing list to that audience.  Facebook can then match up the email address with the profile so that your business can market to people who are on your list that may not be aware that you have a Facebook page.

 

  1. Increased Conversions

Facebook remarketing generally drives more conversions.  It is particularly effective for companies in competitive industries, where a customer will browse a number of sites before they decide to accept your services for property digital marketing. After they leave your website and are considering their options, they may forget your business and what it offers, which means that you will have lost the sale. If they see your business again on Facebook, they are more likely to remember your brand, which increases your chances of converting them into a lead and then a customer. With Facebook, you also have the ability to exclude users who have completed a sale by filtering those who visited your ‘thank you’ or ‘checkout confirmation’ pages, which increases the conversion rate of your campaign.

  1. Create Lookalike Audiences

Facebook lookalike audiences are a secret weapon for remarketing. This feature lets you track the people who have converted on your website to build an audience. You can then use this list to create a lookalike audience, which is a group of Facebook users with the same characteristics and attributes as the people who have converted. Examples of characteristics can include, new home buyers, newly married couples, or just about any interest in real estate. The theory is that because they are similar to your existing customers, they are more likely to show interest and convert.

 

  1. Social Proof

Facebook is an ideal platform for capitalising on social proof. Satisfied customers will share positive comments and engage with the content that is posted, which can act as reinforcement for potential customers. If a potential customer sees social proof in the form of positive feedback, it can significantly increase the chances of conversion.

Limitations of Facebook Remarketing

With Facebook, it can be difficult to remarket based on users performing an event on your site (for example a download) unless they are being redirected to a thank-you page. There are technical ways around this, but they are not particularly easy to implement. In addition, as Facebook’s organic reach is decreasing significantly ads are likely to become more expensive. A further consideration is that with the introduction of GDPR and recent privacy concerns over Facebook’s user data, targeting options have become less expansive and reach has gone down. 

Google Remarketing

What is Google Remarketing?

Like Facebook remarketing, Google remarketing gives advertisers the chance to re-engage someone who has been on their website by showing them ads as they browse the web. Instead of showing the ads on Facebook, these ads are displayed on other websites in the Google Display Network, which comprises more than 2 million sites. 

In order to use Google remarketing, advertisers have to install a small snippet of code on their website. When the user visits a page with this code on it, they are ‘tagged’ with a cookie that allows advertisers to follow them to other websites with their ads.

Key statistics for Google remarketing:

What are the Benefits of Google Remarketing?

As the dominant search engine with one of the largest advertising offerings online, there are definite advantages to using Google Display Network for your remarketing campaign.

 

  1. Lower Costs

On the Google Display Network, the cost per click is typically lower than it is on Facebook. In addition, remarketing ads will have a higher click-through rate than other online advertising campaigns as the targeted users have already been on your website and as such, are familiar with your product or service. 

  1. Creative Options

While many marketers only use Google for keyword focused search ads, the Display Network opens the opportunities to increase your brand awareness through the use of image ads. Google offers a number of options for creative that can help improve your brand awareness, such as standard images, gifs and video.  It is best practice to use an image, short copy and a call to action that lets customers know what to expect if they click-through. To make the most of a remarketing campaign, use messaging that is likely to entice someone back to your site, rather than generic text that you would use for someone who has never interacted with your brand before.

  1. Ease of Use

Google makes significant income from its advertisers, so the search engine makes it easy for advertisers to set up campaigns.  All you need to do to get started with remarketing is to add the remarketing tag to your website so that you can start building an audience.  This can be done with minimal HTML knowledge. Then, you can start creating ads in the formats and sizes specified by Google and set up the campaign. 

  1. Placement Control

Comprising over 90% of websites online, Google Display Network is not short of places to show your ads.  There may be specific placements that you want to spend more on, while some are completely irrelevant for your audience. Google gives advertisers the ability to review what websites their ads are displayed on and optimise the campaign accordingly. For example, if there is a website that is serving your ads but not generating clicks, you can exclude it from the campaign. 

Limitations of Google Remarketing

The main difference between Google and Facebook remarketing platforms is that the session times tend to be much longer on Facebook. Google directs traffic, while Facebook is its own hub with a significant amount of traffic. In addition, with Google’s quality score metric, it can be difficult for advertisers to get their adverts on websites that do not directly relate to their product or service or bid on keywords that are not necessarily specific to the core product or service. Facebook also outshines Google in its targeting abilities with its detailed database of user’s demographics, behaviours and interests. 


Make sure your business stays ahead of the game this year by focusing on remarketing. If you need help with your SEO strategy get in touch with a digital marketing agency Singapore. The team at Digital Squad can help you with Remarketing, Facebook Marketing Singapore, AdWords Marketing Singapore and SEO Singapore.

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The Importance of Technical SEO https://push.sg/2019/08/13/the-importance-of-technical-seo/ Tue, 13 Aug 2019 23:39:12 +0000 https://digitalsquad.com.sg/?p=11094 Technical Search Engine Optimisation (technical SEO) is the process of a webmaster ensuring their website is technically compatible with search engine guidelines so that it can be properly indexed and ranked for relevant keywords and phrases. Technical SEO is not as time-consuming as other SEO tactics such as content, link building, and the ongoing optimisation...

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Technical Search Engine Optimisation (technical SEO) is the process of a webmaster ensuring their website is technically compatible with search engine guidelines so that it can be properly indexed and ranked for relevant keywords and phrases.

Technical SEO is not as time-consuming as other SEO tactics such as content, link building, and the ongoing optimisation of webpages, however, it is one of the most important elements of an SEO strategy. If you get it wrong, you can completely ruin the search performance of your site.

As technical SEO involves optimising a website and server to help search engine spiders crawl and index your site more effectively, the most appropriate time to ensure your technical SEO is on point is during the construction of the site. It is also easier to carry out the technical elements of SEO from the outset than it is to identify and fix issues as they come up later on. This being said, technical SEO is not a one-off task. As search engines update their algorithms, your business changes, or consumer behaviour shifts, technical SEO updates may be necessary.

Key Elements of Technical SEO

Search engines will rank websites higher in search results if their technical set up is good. For example, a secure connection, responsive design and quick loading time are all elements that are looked on positively by search engines.  The following are some of the most important things that you can do to ensure your website’s technical SEO is giving you the best possible chance at ranking.

Ensure your Singapore Property Site is Mobile-Friendly

For the past decade, consumers have been getting more mobile. Now, the balance has shifted and nearly 60% of searches occur from mobile devices. This has driven Google’s ‘mobile first’ approach to indexing content, so it is vital for both SEO and usability reasons, that your website is mobile-friendly. This can be done by implementing a ‘responsive’ web design. Responsive design is a type of web design that allows the site to adjust itself automatically so that it can be easily displayed and navigated on any device. Google has confirmed that having a responsive site is considered a significant ranking signal for its algorithms

Speed Up Your Property Site

Today’s Internet users expect to find the answers that they are looking for, fast. As such, page speed is an important ranking signal for search engines. There are several ways you can speed up your site, such as:

  • Use quick hosting and a fast DNS provider
  • Keep the use of scripts and plugins on your website to a minimum
  • Ensure you are using one CSS stylesheet rather than multiple CSS stylesheets or inline CSS
  • Make any image files on your site as small as possible, without compromising on quality 
  • Compress your web pages
  • Minify your site’s code. For example, remove any unnecessary spaces, line breaks or indentation in your HTML, CSS and Javascript 

Remove Duplicate Content

Search engines do not like websites with a lot of duplicate content. There are two main reasons for this:

  1. Duplicate content can be confusing for both users and search engine algorithms
  2. Duplicate content has, in the past, been used as a ‘black hat’ SEO technique to manipulate search rankings and win more traffic.

As such, any duplicate content issues on your website should be found and fixed as a matter of urgency. This can be done by preventing your CMS from publishing multiple versions of a page or post and using the canonical link element to let search engines know where the ‘main’ version of your content sits. Canonical links are an effective way to let crawlers know not to count duplicated content. 

We always recommend having a mixture of evergreen and trend-related content. Evergreen content is, in essence, content that has no expiration date. They are valid (for the most part) regardless of what changes happen amidst the algorithm updates. In saying so, don’t simply have content for the sake of it. With semantic search and Google’s updates becoming more particular, having content genuinely valuable for your audience is all part of an effective and winning inbound marketing strategy. For instance, having industry-related content about property trends and landscape are great ideas for content. Evergreen content within the Singapore property niche can include website-specific information.

Create an XML sitemap.

An XML sitemap is a file that helps search engines understand your website while they are crawling it. It is a form of online roadmap that points out exactly where each page is to the search engine.

The XML sitemap contains useful information about the pages on your website, such as when a page was last modified, the priority that it has on your site and how frequently it is updated. With some website hosts, your XML site map can be created automatically. If not, a sitemap generator can help you build one.

There are a number of other things that you can do to boost your website’s technical SEO such as using SSL, enabling AMP, adding structured data mark up to your website, and registering your site with Google Search Console and Bing Webmaster Tools.

At Digital Squad, we’re experts in SEO. Contact us for the most up to date strategies to boost your website’s ranking on the SERPs. Make sure your business stays ahead of the game this year by focusing on SEO. If you need help with your SEO strategy get in touch with a digital marketing agency Singapore. The team at Digital Squad can help you with Remarketing, Facebook Marketing Singapore, AdWords Marketing Singapore and SEO Singapore.

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The 6 Most Important Elements of an Effective Landing Page https://push.sg/2019/08/13/the-6-most-important-elements-of-an-effective-landing-page/ Tue, 13 Aug 2019 06:46:54 +0000 https://digitalsquad.com.sg/?p=11079 Landing pages are responsible for turning traffic into conversions, so they’re arguably the most important aspect of any digital campaign.  When a customer clicks through from one of your campaigns, your landing page is the first thing they see – and you only get one chance to make a first impression. As such, it is...

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Landing pages are responsible for turning traffic into conversions, so they’re arguably the most important aspect of any digital campaign. 

When a customer clicks through from one of your campaigns, your landing page is the first thing they see – and you only get one chance to make a first impression. As such, it is vital to fully optimise your landing page to create a positive user experience that drives conversions. 

While there are certain elements that all landing pages should contain and some good design practices that businesses should follow, there’s no ‘one size fits all’ answer to the perfect landing page.  Remember that what works for one business and its audience may not necessarily work for another due to different products and services, varying audience characteristics and the nuances of the industry the business operates in. As such, it’s important to think about what visitors are looking for on a property website. What elements should you include that your potential audience will find useful? 

That being said, the following provides a guide to some of the necessary elements that should be on a typical landing page.

 

  1. Attention-Grabbing Headline

Only 77% of marketers who conduct landing page tests are testing headlines. This is a huge oversight of the other 23% as the headline is the first thing a visitor sees when they come to your page. An interesting headline will grab the visitor’s attention and convince them to look around your page to find out more, which prevents a high bounce rate. The headline should be clear, relevant, and address how you can solve the visitor’s problem. If your landing page is relatively long, you should also consider adding subheadings that support and reinforce the main headline.

 

  1. Engaging Copy

Landing pages should supplement the attention-grabbing headline with engaging copy. Your landing page copy is how you get your message to the audience, ultimately persuading them to convert.

Most digital consumers only scan web pages. This is an important thing to bear in mind when you are considering the layout of the page.  Long paragraphs of text can be overwhelming and cause users to bounce as they don’t want to put in the effort to read through all the content. Instead, using formatting techniques that break up chunks of text into bullet points, icons, lists and bold copy can ensure the most important pieces of information will stand out to the reader.

 

  1. Use Engaging Media

As mentioned above, website visitors don’t want to read loads of web page copy.  They do, however, like visually engaging content such as images and video. In fact, 96% of consumers find videos helpful when they are making online buying decisions. In addition, 58% of consumers consider brands that produce videos more trustworthy than those without.

Images are another great way of making your landing page more visually appealing. Users are 80% more likely to read content that is combined with bold, attention-getting imagery. Any images on your landing page should be relevant and help with the conversion process. Some useful ways images can be incorporated include showcasing products or product features, featuring employees or customers, telling a story about the brand and directing attention towards an important element on the page, such as a CTA button.

 

  1. Call to Action

This is one of the most important parts of your landing page and should be given due consideration. In order to get visitors to convert, you have to tell them exactly what you want them to do and how they should do it. There should be no confusion as to where prospects need to go to convert.

The Call to Action on your site will typically be on a button, for example, ‘Buy Now’ “Sign Up for Our Newsletter’. The following are some of the factors to consider when designing your CTA button.

  • Position: The position of your CTA button can significantly affect your conversion rate. If it’s too high up on the page, it may put people off. Instead, it can be effective to put your CTA button slightly lower down on the page (but still above the fold) after you’ve clearly introduced and explained your offer through your heading and initial content. 
  • Placement: Having white space around your CTA button can help to isolate it and draw attention to it. You can also consider placing the button based on the ‘F-Pattern’ or ‘Z-Pattern’, which identify where to place a button based on the way that a visitor’s eyes will generally move when they land on your page.
  • Size: Ensure your CTA button isn’t too small.  It doesn’t have to take over the entire page, but make sure it’s big enough to stand out to visitors.
  • Colour: Your CTA button should stand out on your landing page. The most effective way of doing this is to make the button a colour that contrasts (but compliments) the rest of the page. To really make your CTA button “pop,” try using the Colour Theory.
  • Text: The text on your CTA button can make all the difference between a visitor converting or not. Don’t use vague, generic, or overused statements like “Submit,” “Subscribe,” or “Download.” Instead, be specific about exactly what you want the user to do and use words that are tailored to your offer. 

 

  1. Lead Capture Form

Lead capture forms are your way to get information from a visitor.  In some cases, they will be the ultimate conversion, eg. ‘sign up for a webinar’. Other times, the lead capture form will collect personal information on the prospect, such as an email address or phone number so that the business can follow up with them.

In order to get a customer to part with their information, the form has to be designed well and only ask for essential information from the prospect. The ideal length of a form is a topic that has been much researched and debated. Generally speaking, people don’t want to waste time filling out long, comprehensive forms and the more fields you have, the less likely they are to complete it. That being said, you need to obtain the required information. If the customer is further through the buying funnel and closer to sale, they are more likely to give more details.  The form should also be well organised and placed strategically on the page.

Another method for designing lead capture forms that gather more information from the prospect is known as the ‘two-step’ opt-in This allows marketers to simplify the landing page by removing the form and just having a Call to Action. When the visitor clicks the CTA button, a pop-up box opens with the form. In doing this, you are only showing the form to interested prospects, which increases the chance of success. 

 

  1. Indicators of Trust 

In order to buy from you, potential customers have to trust your business.  There are a number of ways that you can use your landing page to build trust in your brand and add credibility to your offering. 

  • Evidence: Provide a few statistics or examples that demonstrate past successes for your business. This information should be ‘above the fold’ on the page and can be included in the copy or an image. Remember to include a source, otherwise, your claims will appear unsubstantiated.
  • Trust Badges: Trust badges can be in the form of industry awards that you’ve won, accreditations you’ve achieved or logos of the customers that you have worked with.
  • Customer Testimonials: 88% of consumers trust testimonials and reviews. A recommendation from a happy customer is one of the most powerful ways to build trust with prospects. If you have customer reviews, you should make the most of them on your landing page as well as any other digital assets. Make sure you provide as much information as possible on who the testimonial has come from, such as their name, business, title and headshot to add more credibility to other viewers. 
  • Third-Party Seals: Having a third-party seal on your website acts as an indication to visitors that doing business with your company is safe, and their data will not be shared or compromised. There are a number of seals of approval available, but the most recognizable logos to customers are Paypal, Verisign, and McAfee.
  • Privacy Policy: Your privacy policy and terms of service should be included on any landing page. These documents help build trust as they tell visitors how their information will be used. Transparency is vital for building trust.

 

Remember the key to maximising your landing page performance is to A/B test. A/B testing is both an art and a science, with most digital marketers using a combination of experience, gut instinct and opinion when trying to work out what will convert their clients.  It’s important to take a methodical, step-by-step approach to testing your landing page and ensure you are measuring one element at a time. 

If you want more information on optimising your landing page, or for other digital marketing advice, get in touch with the experts at Digital Squad.

If you’re ready to take the next step to improve your digital strategy, talk to the experts at Digital squad, your digital marketing agency Singapore. Whether that be social media marketing Singapore, Google Shopping Singapore, Bing ads and Google display network ads, we are here to help you out. Contact us and find out how you can improve your conversions.

 

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What is Semantic Search? And What Does it Mean for SEO? https://push.sg/2019/08/13/what-is-semantic-search-and-what-does-it-mean-for-seo/ Tue, 13 Aug 2019 06:42:59 +0000 https://digitalsquad.com.sg/?p=11074 Semantic search is a data technique where a search engine doesn’t just look at the keywords of a search query but determines the intent and contextual meaning of the words behind the search. Using semantic search, search engines can provide more meaningful search results as they evaluate and understand the search phrase to find the...

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Semantic search is a data technique where a search engine doesn’t just look at the keywords of a search query but determines the intent and contextual meaning of the words behind the search.

Using semantic search, search engines can provide more meaningful search results as they evaluate and understand the search phrase to find the most relevant results. This is done through concept matching, synonyms, and natural language algorithms.


With an enhanced understanding of searcher intent, semantic search results deliver more personalised answers. 

 

Why Search Engines use Semantic Search

By understanding the intent behind a search, search engines can optimise the experience of their users. But semantic search has benefits beyond user experience. It also helps search engines to identify and disqualify low-quality content. Sophisticated semantic programs use data to pinpoint what words statistically occur together so that they can identify spun articles and keyword stuffing on pages.

 

The SEO Implications of Semantic Search

Understanding semantic search and how it impacts SEO is extremely beneficial for digital marketers. As search engines update and improve their algorithms at an accelerated pace, SEO experts have to keep up. Semantic search will become more and more important for SEO strategies, particularly as voice search is gaining more traction. By integrating semantic search into your strategy now, you can stay ahead of the curve and ensure your business’ digital marketing is future proof. The following are some of the proven ways to incorporate semantic search into your strategy.

 

  1. Develop Targeted Content that Answers Search Queries

Creating targeted non-branded content that is related to your product line and is non-promotional can help fill gaps in organic visibility. This can also help you become the go-to resource for search engines on the topic that you specialise in. As well as offering more opportunities to appear in the SERPs, this kind of content will also keep users interested. By distributing content that adds value to the viewer, you can become a trusted source of information for your customers. 

In order to effectively implement this strategy, ensure you are creating informational content using different media such as images, graphics, and videos. Prioritise non-brand content with a focus on FAQs, and if you can answer questions succinctly and in the form of numbered lists or bullet points, you are likely to see more success with Google as well as users. This is also a great way to prep content on your property website for featured snippets on Google!

 

  1. Leverage Internal Linking

Internal linking is a vital part of any SEO strategy. It also has an impact on semantic search by indicating groups of topics to search engines and enhancing the user’s experience of navigating around a website. Additionally, it keeps the user on the site because you’re encouraging them to keep swimming around the website learning more.

In order to link effectively, add contextual links within pages to important pages on the site. Both the page with the link and the page that it points to should be around the same core theme so that it makes sense for the link to be there. It’s also important to ensure key pages are referenced in the main navigation and global footer, and important pages are also referenced in your site’s XML and HTML sitemap. Finally, ensure you don’t have any broken links or links that are pointing to pages that don’t exist.

 

  1. Provide Value to the User

It’s no revelation to digital marketers that Google favours quality content that adds value to their users. Search engines are only as good as the results that they provide and they need a source of information that they can rely on to deliver quality answers to their users. If you can become an authority in your chosen niche, your website will be the expert source that search engines turn to for their results. 

The first step to doing this is to identify what you want to be known for. Start by identifying the keywords that you want to rank for, the competitors that are currently in the space, and who is interacting with your content. Once you know exactly who you are targeting and the niche you are working in, you can start to consider how you can improve your users’ experience and the entire customer journey.

 

  1. Structure Sentences Clearly 

In order to optimise content for SEO, it should use natural language so that it makes sense to both the user and the search engine. This is becoming even more important as voice search is growing in popularity. When creating content, it is important to write simple, subject-focused sentences that provide search engines and users with the information that they require. Make your content as easy to understand as possible and ensure the content directly answers their question.

 

For more information on semantic search or your wider SEO strategy, get in touch with the SEO specialists at Digital Squad.

We are more than an SEO agency. In fact, we can help you with your entire digital strategy. Whether that be social media marketing Singapore, Google Shopping Singapore, Bing ads and Google display network ads, we are here to help you out. Contact us and find out how you can improve your conversions. 

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How to Optimise Your Website for Featured Snippets https://push.sg/2019/08/13/how-to-optimise-your-website-for-featured-snippets/ Tue, 13 Aug 2019 06:34:23 +0000 https://digitalsquad.com.sg/?p=11066 Google’s featured snippets give quick answers to the questions people are searching for without having to click through to a website.  As searchers viewing featured snippets don’t have to click through to the website to see the content, it would be fair to assume that featured snippets would have a negative impact on generating traffic...

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Google’s featured snippets give quick answers to the questions people are searching for without having to click through to a website. 

As searchers viewing featured snippets don’t have to click through to the website to see the content, it would be fair to assume that featured snippets would have a negative impact on generating traffic from the results. However, this actually is not the case. Research from HubSpot found that featured snippets dramatically increased the click-through rate (CTR) of results ranking within it.

Increased click through rate is not the only benefit that featured snippets have for digital marketers. Featured snippets are the ideal opportunity for digital marketers to beat competitors to top SERP positions, boost their conversions, and drive traffic right to their site.

In order to optimise your SEO strategy for featured snippets, you first have to understand exactly what they are.

What Is A Google Featured Snippet?

 

Featured snippets are often referred to as having ‘position zero’ in the search results. This is because they are usually at the top of the page, above organic search results and they take up a significant amount of space.

Google pulls the information for a featured snippet from a page that is ranking well in the SERPs, displaying the answer to a user’s query without clicking through to a website. They can contain numbered lists or bullet points, or answer search queries with a brief paragraph.

Any company, regardless of its size or budget, can get the coveted ‘position zero’, and you don’t need to be top with your current rankings to do so. In fact, 70% of snippets come from sites that aren’t in the top-ranking organic positions.

Ranking for a featured snippet can be more effective for driving traffic to your site than getting position 1 on the SERPs as they dominate the results page, providing significant exposure to your business. Here are some of our tips to get your business in the prime position.

Find Featured Snippet Opportunities


The best way to find featured snippets that you can optimise your content for is to work out the questions that your audience are trying to find answers to. You can do this by conducting a simple Google search for questions around your keywords. For example, an SEO company, like Digital Squad may look for simple search phrases like ‘What is SEO?’ or ‘How to do SEO?’ You can then see whether your questions are currently featured snippets that you may be able to rank for.  You can also look in Google’s ‘People also ask’ section at the bottom of the page that provides questions related to the search you entered for inspiration. Content generating sites like Answer the Public are also great for identifying commonly searched questions that may be found in featured snippets.

Do Your Keyword Research

Keyword Research is vital for any SEO strategy. Your keyword research skills can also be used to help you get featured snippets. If you already rank well for a particular keyword or keywords, it’s worth finding out if Google currently brings up featured snippets for those keywords. If they do, you can try to get a featured snippet by identifying and answering the common questions that people have about the topic. Then all you have to do is create relevant content that answers relevant questions and is formatted to include tags that relate to the questions. There are a number of tools available to let you know whether a search query will bring up featured results or not.

Answer Several Questions Concisely

Once a web page gets one featured snippet, it’s more likely to become featured in other related queries. As such, creating an article that answers several related questions is an ideal way to target featured snippets. Answer as many relevant questions as you can in your content, but be wary to stick to the word count for each section. According to SEMrush, the most common length of content in featured snippets is between 40-50 words. As tight and concise answers are more likely to be featured by Google, it’s a good idea to create sections, lists, paragraphs, and steps rather than running everything together. This can be done easily with a ‘How to’ or FAQs section on your website that addresses your audience’s questions.

As a real estate or property agent, you may be aware of topics that arise from potential visitors. Figure out what they are and accumulate it into a FAQ or Q&A section. This not only improves your chances of being featured in Snippets but also genuinely answers the questions your visitors are curious about.

 

Use High-Quality Images and Videos

 

When people hear information, they’re only likely to recall 10% of that information three days later. However, when paired with a relevant image people retain 65% of the information three days later. The takeaway from this? People like to learn visually, which is why using high-quality photos and videos can help you rank in featured snippets.

Uploading images to your content is simple – you can even use free tools like Canva to edit images with icons and colours that make them your own. Video is also great for engagement. In a 2018 HubSpot survey, 54% of consumers wanted to see more video content from a brand or business they support. Creating a simple ‘How To’ or Q&A video with a voice transcript can increase your chances of being chosen as a featured snippet.

Featured snippets are on the rise and are definitely something any forward-thinking digital marketer should be on top of. For help ranking for featured snippets or for your overall SEO strategy, get in touch with a digital marketing agency Singapore. On top of that, the team at Digital Squad can help you with Remarketing, Facebook Marketing Singapore, AdWords Marketing Singapore and SEO Singapore.

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Turn Your Traffic Into Customers with Conversion Rate Optimisation https://push.sg/2019/08/13/turn-your-traffic-into-customers-with-conversion-rate-optimisation/ Tue, 13 Aug 2019 06:15:00 +0000 https://digitalsquad.com.sg/?p=11053 Conversion rate optimisation (or CRO) incorporates a number of tools and strategies, all working towards the same goal: converting visitors into leads into prospects and customers. While there is a lot of information available online detailing ‘best practices’ for landing pages, what works for one, or even most, businesses won’t necessarily be effective for everyone....

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Conversion rate optimisation (or CRO) incorporates a number of tools and strategies, all working towards the same goal: converting visitors into leads into prospects and customers.

While there is a lot of information available online detailing ‘best practices’ for landing pages, what works for one, or even most, businesses won’t necessarily be effective for everyone. For example, one detailed study found using long-form landing pages to increase conversions by 220%, however, others say that short-form landing pages are more effective for their audiences. Similarly, 84% of landing pages have navigation bars, but numerous studies have shown that navigation links can reduce conversion rate

What this means is that in order to succeed, businesses have to invest in their own CRO process and learn from their own traffic by testing elements of their landing page to find out what works best.

If you’re wondering where to start, read on for an overview of Conversion Rate Optimisation from experts in the field.

 

What Is Conversion Rate Optimisation (CRO)?

Let’s start right at the beginning with the definition of Conversion Rate Optimisation. CRO is simply the name given to the process of a business actively attempting to increase the percentage of their website visitors who convert on their landing page. 

A conversion does not necessarily mean a sale. Depending on the business you run and the industry you are in, a conversion may simply be a visitor filling out an enquiry form for more information, downloading a resource from your site or signing up to an event that you are promoting. Conversion rate optimisation can help to increase all of these actions.

These conversion actions can be categorized into the following two areas:

  • Micro conversions: This is when a prospect has engaged with the brand in some way, for example, by signing up for a newsletter, watching a video or following the business on social media.
  • Macro conversions: A macro conversion occurs when someone converts for one of the main offers on your site, such as buying a product, subscribing to a service, or filling out a lead-capture form.

Obviously, businesses will generally want more macro conversions as they are of more value to the business. However, micro conversions can help move the prospect through their buyer journey. This is especially important in the real estate market because a macro conversion requires significant investment. As such, any leads from micro-conversions should be used to foster and nurture a long term relationship.

 

How To Calculate Your Conversion Rate

Your conversion rate is simply the percentage of visitors on your website that actually convert.

The equation to work this out is pretty simple: Total Transactions / Total Site Visits * 100

 

Why Is Conversion Rate Optimisation So Important?

Every business can benefit from conversion rate optimisation. More conversions mean more sales, which means more revenue and a more profitable business. Basically, if you can increase the percentage of people who are converting when they get to your site, you can increase your number of sales without spending more budget on your ads. You are already spending money to get traffic to your site, so it makes sense to capitalise on it. 

Some of the benefits of Conversion Rate Optimisation are as follows.

  • Get more revenue from existing traffic 
  • Generate repeat business and, by extension, customer retention
  • Attract customers over your competitors
  • Reduce customer acquisition costs
  • Increase revenue that can then be invested back into the business
  • Get a better understanding of the wants and needs of your customers

 

What is the Conversion Rate Optimisation Process?

The CRO process is made up of four key elements. By using all four of these elements effectively, you can increase the conversion rates on your site.

  • Conversion Research: Gathering information and data is the first step in getting the valuable insights that you need to improve conversions. This can be done using website analytics data, heat maps, surveys, user testing and conversion rate optimisation reviews from experts. 
  • Website Persuasion: It’s important to ensure your website isn’t just telling your visitors about your products or services but is actively persuading them. Copywriting best practices and influence techniques can help engage and convert more visitors. You have to think like a visitor. Imagine yourself as someone who is interested in the property landscape. What incentives would they want to see? What sort of micro acquisition points are they looking at? These can be an industry report, home buyer information and such.
  • User Experience (UX): Improving the user experience for your visitors can help your business generate more conversions. This includes things like improving your website’s navigation, forms and user flow. 
  • A/B Testing: You won’t know exactly what works for your site without testing it. Carrying out A/B tests is vital to discover what elements are most likely to convert.

In order to get the best results from CRO, the above elements should overlap and feed into each other to inform your strategy.

 

What Metrics Should Be Used for Conversion Rate Optimisation?

In order to create an effective conversion rate optimisation strategy, you need a solid understanding of the digital marketing metrics that are impacting your campaign. You should be tracking and monitoring key metrics so that when you make changes to your landing pages, you can see the impact that these changes are having on things like consumer behaviour, sales and lead generation.

Some of the key metrics to take note of are as follows:

  • ROI (Return on Investment): The benefit (or return) of an investment divided by the spend. ROI is expressed as a percentage or ratio. 
  • Bounce Rate: The percentage of visitors who navigate away from the site after viewing only one page and not interacting with the site.
  • Average Time on Page: The average amount of time a website visitor spends browsing your site.
  • Pageviews: The average number of pages a visitor views when they come to your site.
  • Unique Visitors: The number of people who visit a site at least once within the reporting period.
  • User Experience (UX): The overall experience that a person has with your website, particularly in terms of how easy it is to use or navigate. 
  • Number of Customers: The number of people who have converted within the reporting period.
  • Page Load Time: The average amount of time it takes for a page to show up on a user’s screen

 

All of the above metrics can be measured using Google Analytics. Once you have these as a baseline, you can start to work out the elements of your page that you want to optimise.

 

Different Tools for Conversion Rate Optimisation

There are a number of programs available that you can use for optimising conversion rates on your site. These tools give a range of detailed information about your website and how users are interacting with it. Some of the most important things you can look at to optimise your site are as follows: 

  1. Heatmap: Showing web owners where the user’s mouse travels most often and where they click or tap when viewing a web page.
  2. Scroll Map: Identifying the point at which most users stop scrolling on a specific page.
  3. Recordings: Recording individual sessions of a user’s experience on a specific web page that webmasters can playback to identify trends.
  4. A/B tests: Conducting split tests that allow businesses to try out specific variations of their web page.
  5. Forms: Identifying the ideal amount of information to ask a prospect for (i.e. number of form fields) in order to make them more likely to convert. 
  6. Surveys and Polls: Listening to your visitors is the most important thing for CRO. As well as using the analytics available to assess the way they are using the site, you can always go direct to them and ask them. A survey or poll can help you do this and find out what they like.

 

Elements to Test With Conversion Rate Optimisation

When it comes to conversion rate optimisation, there is no one quick change that will automatically generate results. There are numerous elements on your site that contribute to your conversion rate. The specifics of what works for your business will depend on your type of website, your value proposition and the characteristics of your audience. 

While there are several things that will affect the conversion rate on your site, some will have more impact than others. The following things are a good place to start with testing and optimising your site, as they typically have a high impact on conversions.

  • Call-to-Action Buttons: The Call-to-Action (CTA) buttons on your site are designed to drive action from your visitors, so are an excellent starting point for CRO. Some of the things that you can test on your CTA buttons are the wording, style, colour, size and their position on the page.
  • Headlines and Important Text: Your headline text has to be effective in getting the attention of your visitors and convincing them to read the rest of your content. You should test your headlines and other key pieces of text to find out what is the most effective in driving conversions. Try simple wording in your headings and condense long blocks of text to use bullet points instead. Text that is easier to read is likely to generate more conversions on your site as it helps visitors scan content and understand it quicker. 
  • Shopping Cart & Signup Pages: These pages are particularly important, as they are where your visitor will eventually convert.  Even if they have had a good experience with the rest of your site, if these pages are difficult to use, they are unlikely to continue to conversion. Ensure any forms on these pages are easy to complete, with as few fields as possible. With shopping cart pages, using elements to reduce risk like security seals, reviews guarantees and offers on shipping can also help increase conversions.
  • Home Page & Key Entry Pages: These are the parts of your site that get the most traffic, so often have a massive impact on conversion rates. It is important to ensure they are specific, targeted and solve the needs of your visitor to encourage them through to conversion. In addition, if you can use targeting on these pages to personalise the visitor’s experience, you are likely to see an increase in conversion rates. 

This is just a basic overview of conversion rate optimisation and what it can do for your business. For more information, get in touch with the digital marketing experts at Digital Squad.

We aren’t your typical digital marketing agency. We make sure our clients’ digital strategy is fully looked after. Leveraging the power of all other digital avenues is key. With proven results, talk to us how we can help you with YouTube advertising, Instagram marketing or any other social media marketing Singapore. Additionally, we’re here to show you scalable growth with programmatic advertising Singapore, Bing ads Singapore and marketing automation

 

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SEO or PPC: Which Search Engine Marketing Strategy Should You Choose? https://push.sg/2019/08/13/seo-or-ppc-which-search-engine-marketing-strategy-should-you-choose/ Tue, 13 Aug 2019 06:05:02 +0000 https://digitalsquad.com.sg/?p=11049 Generating traffic to your website and converting it into leads and sales is the main aim of any digital marketer. As such, the success of your campaign depends on the amount and quality of traffic it can get to your pages.  93% of all online experiences start with a search engine, so marketing on these...

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Generating traffic to your website and converting it into leads and sales is the main aim of any digital marketer. As such, the success of your campaign depends on the amount and quality of traffic it can get to your pages. 

93% of all online experiences start with a search engine, so marketing on these channels is a good place to start with your digital campaigns. There are two main options for promoting your website on a search engine:

  1. Search Engine Optimisation (SEO)
  2. Pay Per Click Advertising (PPC)

Though their end goal may be the same, SEO and PPC are different marketing channels that require their own set of marketing techniques and methodologies.

To succeed with either method, it’s important to know the strengths and limitations of each so that you can work them to their greatest potential for your business. The most successful marketers will master both channels, using them together to generate results for their business.  In fact, marketers who use a combination of organic SEO techniques and PPC ads see an average of 25% more clicks and 27% more profits compared to those who only use a single technique.

When To Use SEO

 

Search Engine Optimisation, or SEO, is the process of optimising your website to get organic (unpaid) traffic from the search engine results pages (SERPs).


SEO is very important for online businesses: 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.  With an effective SEO strategy, you’ll see your website rank improve, which means more visitors will be able to find your website pages in search results. 

The following are some of the reasons to use SEO techniques over PPC:

  • You Need Consistent Results: Once it’s working, SEO typically sees long-term success. It can take a significant amount of time (usually a few months) to get your website to the first page of search engine results for the keywords and phrases that you’re targeting. However, once you get there your website should see significant, sustained traffic improvements. In addition, if you maintain your SEO campaign and continue the work to maintain and improve results, you can stay on the top pages for a long time and see long-term benefits.
  • You Want to Create an Authority Website: An authority website is the go-to website for a particular niche. It is well known in its niche as a thought leader in providing relevant, up to date and accurate information. Once established, an authority website can generate direct traffic through its recognised brand name and URL. The best way to create an authority website is to drive quality traffic and slowly build your reputation in the desired market. This can be done through a comprehensive content marketing and SEO strategy.
  • You Want a User-Friendly Website: SEO isn’t just about technical improvements that boost search rankings. Today, search engines take cues from how people interact with websites when identifying how they should be ranked. Well-structured, clean, user-friendly websites encourage a visitor to stay longer, which decreases the bounce rate and increases page views. As such, user experience is not only good for visitors but also search engines.

When To Use PPC? 

Pay per click, or PPC, is a model of digital marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, PPC is a way of buying visits to your site, rather than trying to “earn” those visits organically through SEO.


Paid search ads increase brand awareness by 80%. They can also be used to drive more qualified visitors to a website, who are further down the buyer funnel and, as such, more likely to convert.

The following are some of the reasons to consider investing in a PPC campaign:

  • You Need Immediate Results: PPC campaigns deliver results fast. This is because the minute your PPC campaign is approved by the search engine you choose, your ads will immediately appear on the SERPs, driving traffic instantaneously. As such, PPC works well with product launches, special offers, seasonal promotions and event-focused marketing. It is also ideal for marketing products, services or offers that are time sensitive as it takes a lot less time to get results than an SEO campaign. With regards to property marketing, you might be after immediate results if you have a new apartment complex open and wish to generate leads. Additionally, if you have an open house lined up or have your business present at a real estate exhibition, PPC would be an effective option.
  • You Want to Appear at the Top of the SERP: PPC results are displayed above the organic search results on a search engine results page. This prominent position means that on average, 41% of clicks go to the top 3 paid ads on the search results page. This means you’re more likely to get significantly more traffic to your website form an audience that is interested in the products and services that you offer.

While the above describes some situations where you might use one of these channels over the other, using them together to compliment each other can create a killer online marketing strategy.

Make sure your business stays ahead of the game this year by focusing on SEO and/or PPC. If you need help with your digital strategy get in touch with a digital marketing agency Singapore. The team at Digital Squad can help you with Remarketing, Facebook Marketing Singapore, AdWords Marketing Singapore and SEO Singapore

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What is the Ideal Length for a Landing Page? https://push.sg/2019/08/13/what-is-the-ideal-length-for-a-landing-page/ Tue, 13 Aug 2019 06:04:54 +0000 https://digitalsquad.com.sg/?p=11047 Your landing pages are one of the most important elements of any digital marketing campaign. Landing pages help businesses communicate their value proposition and drive conversions from the traffic generated by a campaign. There are a number of elements on a landing page that impact whether a visitor is likely to convert or not. Things...

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Your landing pages are one of the most important elements of any digital marketing campaign. Landing pages help businesses communicate their value proposition and drive conversions from the traffic generated by a campaign.

There are a number of elements on a landing page that impact whether a visitor is likely to convert or not. Things like including an explainer video, adding trust elements like client logos or testimonials as well as the use of relevant images and calls-to-action are all proven to increase the conversion rates on a page.

The length of a landing page also has an impact on conversion rates. The ideal landing page length is a topic that’s much-debated by digital marketers. However, their conclusion is yet to be determined. Long and short landing pages both have advantages and disadvantages, and the ideal length of a landing page for your website will depend on the specifics of the campaign and the goals and objectives it is trying to achieve.

 

Long Landing Pages

According to Neil Patel, the bigger the ask, the longer the page should be. Longer landing pages are more effective in building trust and credibility as they can give the visitor more information about the business. This means that they can be more effective in driving action, particularly for more high-involvement purchase decisions. It’s a no-brainer that investing in the property industry is a long-term purchase and the customer funnel is a lot longer. As such, having longer content that answers questions and gives as much detail across the offers is very important because it builds credibility, trust and security. Longer landing pages are also more effective for products and services that require someone to fill out personal information in a form to convert. As you are providing a user with more information, it is easier to gain their trust, which will increase their chance of converting. 

One thing to bear in mind with longer landing pages is that typically, a greater amount of copy helps to increase the quality of conversions. Users who look at all the information on a long landing page and scroll to a sign-up form at the bottom are much more likely to be a higher quality lead. It’s also important to remember that pages with a lot of quality text and properly optimised visuals will perform better in organic search results. 

The drawback of a long-form landing page, however, is that while you are likely to get better quality leads, you will probably generate fewer leads overall because it’s more difficult for the customer to convert. With a long landing page, there are more elements, and as such, the user is more likely to get distracted and may miss the call-to-action. 

 

Short Landing Pages

Short landing pages are typically more successful if the goal of the page is to increase overall leads and conversions. As shorter landing pages have less information, there are fewer distractions for the user to take their attention away from signing up. Shorter landing pages will also typically have shorter forms, which are more likely to be filled out by users. In fact, research has shown that the ideal number of fields for a form to get a user to convert is just 3.

The thing to bear in mind with short landing pages, however, is that because there are fewer elements on the page, the ones that are, have to be convincing enough for the user to convert. It may be useful to carry out tests on these pages to find out what elements are the most effective in driving conversions, and how you can optimise them to increase the overall conversion rate. As a property agent, a good rule of thumb is to use short landing pages for things like white papers, PDF downloads and maybe even seminars.

The main drawback of a shorter landing page is that it will typically generate lower quality leads.  As it’s much easier to sign up, the user is less likely to ponder over whether they genuinely want the product or service or not and as such, may not respond to further communications from your business after signing up.

 

The Takeaway? Test Your Landing Pages

As with most forms of digital marketing, working out the most effective strategy for your business is key. What works for one business won’t necessarily work for another, and while other companies and marketing experts have conducted research that can be useful in informing your strategy, the only way to know for sure what works for you is to try it.

When it comes to choosing the ideal landing page length for your business, performing extensive testing to see what works best for your audience is key. With all digital campaigns, you can A/B test two versions of your landing pages. A/B tests are most effective when you test one element at a time. In this case, you would divert half of your traffic to a long-form page, and half your traffic to a short-form page then measure which is most effective at converting.

The same can be said for all aspects of your landing page. Carrying out multiple A/B experiments on your page can confirm what you already know about your online audience, or teach you something new that might help to boost the performance of your campaigns.

 

If your business wants to accelerate your digital marketing campaigns, get in touch with the experts at Digital Squad.

We aren’t your typical digital marketing agency. We make sure our clients’ digital strategy is fully looked after. Leveraging the power of all other digital avenues is key. With proven results, talk to us how we can help you with YouTube advertising, Instagram marketing or any other social media marketing Singapore. Additionally, we’re here to show you scalable growth with programmatic advertising Singapore, Bing ads Singapore and marketing automation

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Implementing Predictive Marketing Analytics in your Business https://push.sg/2019/08/13/implementing-predictive-marketing-analytics-in-your-business/ Tue, 13 Aug 2019 05:58:07 +0000 https://digitalsquad.com.sg/?p=11042 Big Data is has taken over digital marketing and the digital landscape as a whole. Currently: Over 2.5 quintillion bytes of data are created every single day By 2020, it’s estimated that 1.7 MB of data will be created every second for every person on earth This means that the data available for planning, designing and implementing a marketing...

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Big Data is has taken over digital marketing and the digital landscape as a whole. Currently:

This means that the data available for planning, designing and implementing a marketing campaign is getting more and more in-depth. Analytics capabilities are expanding at a rapid rate and businesses that take advantage of them will not only get the most out of their campaigns now, but they are setting up their business for success well into the future.

Predictive analytics is one of these capabilities that can be implemented in your campaigns to generate significant results for your business. 

 

What is Predictive Analytics?

Predictive Analytics is a branch of advanced analytics that harnesses big data to predict future events or results. It integrates a number of techniques from other data fields such as data mining, statistics, modelling, machine learning and artificial intelligence to make predictions. 

Put simply, it predicts future opportunities and risks by analysing patterns in historical data that can be processed further for identifying future risks and opportunities.

 

What are the Steps in Predictive Analytics?

Step 1: Define Outcomes
Identify the business questions that you want your data to answer, such as ‘How many products, and which specific ones, does a repeat customer buy over a 12 month period?”

Step 2: Collect Data
Determine which data you need in order to answer the question, how you are going to collect it, and how to organize it.

Step 3: Analyse Data
Inspect the data that you currently have to determine useful information that you can use to form conclusions about your customers. Test your conclusions.

Step 4: Model the Data
Use the data you have collected to generate predictions about your customer’s future behaviour.

Step 5: Deploy Strategies
Create data-driven marketing strategies and implementation tactics using the data.

Step 6: Monitor Campaign
Monitor your data-driven campaigns and create reports to confirm how successful they have been.

 

What are Some Uses for Predictive Marketing Analytics?

Once you have identified the process and know that you have the capabilities in-house to implement it, predictive analytics can be applied to inform a number of marketing campaigns for your business. The following are some of the most common uses of predictive marketing analytics.

  1. Predicting Customer Lifetime Value

The Customer Lifetime Value is how much the customer is worth to your business throughout the entire relationship. Predictive analytics can be used to look at the historical data of customers to identify trends that will predict the duration of the relationship as well as how much revenue it is likely to generate. This can help better inform your target customer acquisition costs and give you a more accurate expected ROI.

  1. Targeted Distribution of Content

Predictive analytics can tell you which types of content work better for which audiences. It can allow you to customise the content so that it engages the recipient by identifying which type of content resonates with a specific audience, which channel to reach them on, and when to send it. When your audiences get high quality, relevant communications from your business they are more likely to see value in your products and services. For instance, are property buyers looking for consultations or white papers? How would they want to be contacted? Where do they hang out to effectively target your remarketing campaign?

  1. Detailed Lead Scoring

Lead scoring is simply ranking leads (with a numerical value) based on how much they have interacted with your business. The idea behind this is that their score can help your business to identify where they are in the buying funnel. By assigning lead sores to prospects, sales and marketing divisions can collaborate more easily to make the buyer journey smoother. Once you have scored each lead based on their readiness to purchase, predictive analytics can let you know to target them based on what their future buying habits are likely to be.

  1. Lead Segmentation & Nurturing

Lead nurturing is often necessary to move a prospect from awareness of your business and its products or services through to sale. Effective lead nurturing requires planning and strategising. Predictive analytics can help businesses group their leads by using demographic and behavioural data, and applying them to each audience segment. This allows businesses to create lead nurturing campaigns that are tailored specifically to move prospects further down the sales funnel.

Is predictive analytics something that is of interest to your business? Get in touch with the digital marketing specialists at Digital Squad to find out how you can apply it to accelerate your strategy.

 

We are a digital marketing agency Singapore with expertise in SEO services Singapore and proven white hat techniques. With years of expertise, we can also help you with your social media marketing Singapore, Google Shopping Singapore, Bing ads and Google display network ads. Additionally, talk to us on how your business can leverage the power of programmatic advertising Singapore, marketing automation and social media marketing Singapore

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