Get The Results You Want Using These SEO Copywriting Tips

It’s likely you already know the difference between good copy and bad copy if you’ve been using search engines to look for relevant information on the web. Nothing is more frustrating than visiting a site to find targeted information only to find the info on that site vague. These websites are usually filled with information you don’t need and the content that is available is badly structured and poorly written. Treat the visitors to your site better and offer content that doesn’t make them feel turned down when they view your page. This is why your site needs to be optimized for the most current keywords along with high quality, relevant content. This can be done in a number of ways. While you’re about to learn the ins and outs of SEO copywriting, you must understand that SEO copywriting takes effort. You can’t just use an article spinning software to create your content, but instead you need to skillfully write copy that makes sense to human readers as well as search engines.

For long term results, you must maintain a high content to code ratio when it comes to your SEO. First, you should know what a content to code ratio is. It’s the content to code ratio that exists on your page. To check this, you can view the source code on the page, which will show you the HTML code. Your text must be higher than the HTML code, to get a good ratio. Search engines totally love this if you get it right. Make sure your site is clean, with more content and less code, and you’ll rank better with the search engines.

Now that you know what to do, here’s what to avoid when writing web copy. Don’t use flash; it really goes against your goal of high ranking. Flash doesn’t go along with SEO in any way. The sooner you realize that Flash doesn’t’ go with SEO in anyway, the better. Search engines are unable to read flash and, besides, it takes too long to load.

Apart from this, any info that is embedded into a Flash file won’t be indexed by the search engines. The entire concept of search engine optimization is to make your content more readable for the search engines. Flash will also drive away your visitors, which means it’s not a good idea to use it on your site.

Finally, use at the most 4-5 keywords in your file names. To help with SEO, make sure you include keywords in your file name. Not only that, but it’s smart to use these keywords in the directory where the file is located.

If you want to get the most out of your website, and you want to get the most traffic, you should aim to write content in the most creative way without ignoring the search engines.

Ways To Avoid Challenging SEO Blunders

More than likely, you have heard how important it is to have good search engine optimization if you are serious about being a good Internet Marketer. In order to survive, it is necessary to do this the right way. You’ve probably read article upon article about what to do so that you can improve your SEO efforts. A more difficult component of proper SEO strategies is learning exactly what to avoid. In this article, you’ll learn all about this. People that learn from their mistakes always benefit. However, learning from the mistakes of others is much easier. Learning to avoid certain things in SEO is what this article is all about.

The first topic will be about search engine spiders; you need to write content that they will love. This is different from writing content that is designed to make your readers happy. Instead of actually writing good content, some Internet Marketers will try to trick the SE’s into indexing their content by placing content stuffed with keywords that they are trying to rank for at the bottom of the page. Usually this is done to trick the spiders into indexing what they have written. Some people even shove links in here too.

When spiders find this, they automatically will know that you have keyword stuffed your page. This hurts your overall ranking so don’t do it.

Your online “neighborhood” needs to be examined. Most people will check out the neighborhood when they move to a new location. Isn’t this something that you would do? You need to be aware of your surroundings. You should process the Internet in a similar way.

For instance, you need to check your own IP address within IP Checker to see what other sites are near you. The spiders are typically limited to certain areas of the web, all pre-determined by Google – if your IP is there, you won’t get indexed! Sometimes spammers will have part of your IP address. This is something you also want to avoid.

The keywords that you want to rank for should always be used with inner linking. Your pages will skyrocket in the search engines through inner linking with your keywords. Using your primary keywords, you will benefit the most, especially in regard to ranking for profitable keywords. Make sure that the pages that you link to are optimized for the keyword based links you are using. Make sure these links get on your homepage. Keep the links in the sidebar for easy access. That way it will show up on every single page, not just your home page. There are all sorts of things that you can do to find more success with your search engine optimization. You can drive yourself crazy being stressed about mistakes, and that is why you need to develop confidence in your abilities. So paying attention to what others are doing is simply employing smart leverage in your business. Also, don’t feel like you have to learn everything as fast as possible because it really does take time for things to sink in.

Taking Advantage of Facebook Marketing

Facebook continues to become the biggest social media website in the world, and business owners are harnessing its power to improve their marketing strategy. If you want to give your business a serious boost in exposure, read this article to learn how you can use Facebook marketing.

Learn more about what your fans want by interacting with them regularly. If a person takes time to post on your page, make a note of what they said. Numerous successful businesses have benefited from marketing ideas learned from the public. Don’t ignore fans since they happen to be the reason for your success up to now.

Consider creating a Facebook group rather than just a page. Facebook groups will encourage potential customers to establish their own community. Don’t hesitate to create both a page as well as a group so that your subscribers will be able to get information directly from you.

You can quickly expand your viewers on Facebook by holding a competition. You could throw a photo contest, for instance, with customers using your product in unusual ways. Be sure to follow through on any promises you make.

Make sure you respond to any negative feedback a user leaves on your page. Ignoring complaints will give a negative image of your brand. The better your dealings with people, the more admiration you will receive and this will lead to additional work down the line.

Scheduling tools are important when using Facebook. Use a tool that enables you to share your posts when your followers are mostly likely to be on Facebook. Be sure to test different tools to find the best one for you.

Be extra sure that people are able to “share” the content on your page. If your page includes relevant information, your followers will likely share it. Sharing and interaction is how Facebook thrives. The harder you work to provide great information, the more likely it is to be shared far and wide.

Make your Facebook marketing page more efficient by using the custom tab options. You can expect an overall improvement in your business by using tabs to keep your Facebook page organized for your customers. Use tabs to organize the different contests that you hold.

Buy a Facebook ad. You can customize your ad by having people of a certain age or gender view it. You can also make sure you stick to a budget. There isn’t a huge contract either. You are able to discontinue your ad at any time.

If you don’t know about Facebook, now is the time to learn. The more you know, the better you can use this useful tool to your advantage. Read through the help files in the support section of Facebook if you want to learn all you need to know about it. This will give you the edge over your competition.

Does Your Website Lack Luster? Get Advice To Make It Shine!

Does Your Site Lack Luster? Get Suggestions To Make It Radiate!

Does your website not meet its max possibility? Does it not provide the leads or sales that you originally expected? Does it give an inaccurate representation of inadequate professionalism and trust? Is it such a pain to update that you have nearly quit on it?

As a web design and also web marketing firm we stumble upon grievances like these on a daily basis, and also with excellent reason. Gone are the days when having an effective internet visibility merely indicated regurgitating a basic page with your name, address, and also phone number. The internet is becoming much more competitive daily as well as it is important to victory over your rivals in the on-line world of intense advertising. Below are a few key tips from Raleigh search rankings company to get you going in the appropriate direction to have a successful internet site:

Would certainly you acquire a pair of footwears in a run-down, dust floor, straw hut?
Although this is a severe instance with any luck you understood. If your site does not convey that your company is specialist, respected, relying on, and better compared to your competition after that probably your web site visitors will certainly not intend to acquire your products/services or give you their contact info. Yes, this does cost some time as well as money, yet it is well worth the financial investment. Way too many web sites offer the perception that the genuine business behind the web site is smaller sized and also poor compared to reality. The amount of staff members do you think MWI has? 1? 20? 50? If you thought about a higher number after that our website has actually done its task. Obtain your website approximately day and specialist. You could do this on your own, have interior staff members deal with it, or higher a website design company to take the lots off your shoulders; merely ensure you make a goal to obtain it finished.

Make your web site an advertising machine!
Having a site that markets your internet site 24/7 is among the wonderful advantages of the net. Individuals are searching for services and products in any way times on the net. Setup your website so it is regularly looking for brand-new prospective clients for you. There are several means to begin internet marketing projects. You could invest in Search Engine Optimization (search engine optimization, companies); this is the process of obtaining your web site ahead up in all-natural search result web pages of search engines such as Google, Yahoo, and MSN. You can start a SEM (internet search engine advertising) campaign, in some cases called PPC (pay-per-click). SEM is when you pay internet search engine like Google or Yahoo to show advertisements in search results page in assigned “enroller” areas. With SEM you pay-per-click; i.e. every web site visitor you obtain from the service you pay the search engine, normally ranging from $.50-$2.50 each site visitor. You can start a firm blog site, blog about present warm subjects in your industry. You could attempt site banner marketing; displaying banner advertisements on other web sites. For some having an e-newsletter is a reliable advertising device. There are several other choices around for marketing your site online, you can locate a more comprehensive list on our internet site.

Do not allow your present web site visitors flee!
Your web site probably already obtains some website traffic from various resources. They could come from search engine optimization, web links from various other sites, offline advertising and marketing approaches, or several various other sources. Nevertheless ultimately it does not matter where they originate from or the amount of internet site visitors you have on a daily basis, if they all leave just what is the point? Is it much better to have a site that has 30,000 visitors a day with 10 acquiring an item or 100 visitors a day with 50 that buy your item? Site conversion is a key element to a successful and also profitable web site. You need to start by evaluating where internet site visitors are taking place your site, exactly what they are doing, what web page they are leaving from, as well as why they are leaving. Installing internet analytical software could start you in the ideal instructions to enhance your ROI for your site. There are many complimentary web analytical programs you can mount on your site; if you wish to know a couple of information let us recognize. After you have actually examined the tasks of your site visitors then begin making some adjustments by offering the details they are searching for, making it simple to find what they are looking for, as well as having an alternative to take an activity (buy item, provide you their get in touch with information, and so on) on every page of your web site.

We hope this details has assisted you recognize your goals and the actions you have to take to make your website shine! If you need any type of pointers, recommendations, or support on how to make your web site turn into your ideal as well as most successful staff member we are right here to help. We offer complimentary evaluation as well as advice if you simply let us understand just what your objectives are.

Search Marketing Training and Certification

Search Advertising Training and also Accreditation

At the early days of search was Search Engine Optimization and also pay per click advertising and marketing something for geeks who found out right stuff by trying out it and also picked up from their successes and failures while simply doing it. How to place in search engines and also the best ways to create a convincing Advertisement within 3 short lines as well as study key words is not specifically things that are educated at the universities. There were no bachelors or masters’ level in search advertising or something like that.

Hireling somebody with experience and also proven understanding about search to do your in-house search marketing was impossible. You had to take a person’s word for it and view if the outcomes ultimately reflect exactly what he had assured and what you anticipated throughout the work interview.

” Growing” team in-house from an inexperienced novice to an useful property was commonly the best choice. The previous grads and also rookie’s came to be seasoned marketers with the time and also made it hard for business to be able to keep them. They discovered rapidly exactly what their job and encounter deserved. Those People did typically stop their task at the firm where they discovered business to work for a specialized search-marketing firm or to start their very own company.

Independent training as well as qualification did not exist.

Changing Landscape

The landscape concerning education and learning and also certification transformed dramatically since the middle of 2006. Before 2006 did essentially no or only a couple of training curriculums to online marketing, particularly to the fast expanding subject of internet search engine marketing and also optimization exist, a minimum of none, which led to an industry vast accepted kind of certification that might be utilized by the students that efficiently finished the training to utilize with confidence for a task application.

Integrated industry initiatives as well as the scarcity of skilled online marketing professionals developed a boom in new services, which provide new training courses as well as seminars consisting of certification to different internet-marketing topics. Not all certifications are approved or acknowledged across the sector, yet the majority of them provide at least a similar degree of education and learning, that makes Third party certifications nearly in all instances just as great as an “authorities” one.

Broad Option of Solutions

The deals vary in cost, amount of transferred understanding as well as circulation technique. Self-learning courses in printed and digital format online are as offered as hands on training classes in actual classrooms with real instructors and also interaction with various other trainees. In addition, the combination of digital training online incorporated with communication with genuine educators and various other students is in some situations a choice.

Companies could currently send their workers who could have a significant in marketing and advertising or computer engineering to a paid training and understand when they come back as well as passed the exam and also got their accreditation that they do recognize a minimum of the basics of the work they are meant to do.

Grads Remain in High Need

The need for grads from the brand-new available colleges, training programs and also online classes is high and successful graduates in topics like SEM/PPC or Search Engine Optimization can usually pick from more than one job offer offered to them. Courses are generally very cost effective ranging between a couple of hundred to a couple of thousand dollars.

Discovering Task Openings

If you are looking for a job in the search marketing industry, or if you are a workers manager and trying to find SEM professionals to employ, you could intend to have a look at the particular niche work search website JobsInSearch.com, which specializes in seo (SEO) and also advertising and marketing jobs and also professions. There are likewise the big and generic occupation chances sites and also websites where you can seek job openings in search engine optimization, pay-per-click and web marketing generally.

Final thought

Times are definitely altering as well as the realm of the one-geek shows is slowly ending. The sector grows at last.

Keys To Improving Your SEM Efforts

Keys To Improving Your SEM Initiatives

It is an usual idea understood among local business proprietors and business owners that getting clients as well as purchasers to really buy via the search engine marketing (SEM) is a fantastic approach. However, doing it right as well as effectively is the difficult activity they all encounter. To be effective in this area, your internet search engine marketing project need to be thoughtfully made and studied over once more. Internet search engine marketing is not something you can start then neglect after that. You as business owner need to see to it your search engine marketing gets on the best track always. To do this, you ought to think about doing these crucial tips for your business. First, you should enhance your web site. Recognizing that having an internet site for your firm is not enough anymore, you need to add some spice to your company’s online front view. Clients are now much more inclined to view high budget plan sites so you must rise and also stay up to date with the pattern. Since simple websites with regarding a couple of web pages suggests that your firm could not manage great looking website, you could not afford to be on that particular level. If you have no concept where to start or how you can broaden, use some third party outsourcing for styles as well as internet customizing. Usage as well as choose keyword phrases carefully. Keyword phrases matter in your search engine advertising so you may wish to use them well to your benefit. Do not utilize common words or lengthy phrases that will certainly amass you just little bit for sale. Pick keywords that are concentrated on your field as well as relevant in your business. As an example, making use of “bookkeeper for small company” will result in fewer sales and also will be type of expensive. Nevertheless, using “small company accountant in Fla” will certainly lead you to higher outcomes and also less costly charges. For even more aid on these, you may intend to inspect Google’s keyword tool. Article advertisements that are relevant to your website and the business you are running. Consist of in your advertisements key phrases such as buy or offer if you are doing such in your company. Do not fail to remember likewise to consist of “subscribe” or “visit us” to assist you encourage customers to click and also go to your web sites. Blog post advertisements that are showing promotions and large amounts that could attract customers to check out as well as see your ads along with the internet site you have actually connected it with. Make great comments concerning your company to allow customers understand just what they are dealing with. You need to have tailored touchdown pages in your ads for your customers to go. There is absolutely nothing more irritating than seeing an extremely wonderful advertisement just to be guided to a homepage of a website that has little to do with the ad. So if you upload an advertisement, have the web link from the advertisement guided to the web page where the customers can obtain even more information about it as well as go click on “buy now. ”
With all the things in mind, you must not fail to remember to constantly test your internet search engine advertising if it is doing well. Continue screening variants of keywords, ad duplicate or some phrases. For one key phrase variant, it might produce more click outcomes and the various other variation a lot more acquiring results. This will ensure that you are on the best track as well as doing the advertising appropriately. With great effort and also time offered, online search engine marketing will provide your company higher sales advantage.

Web Development Services in India

Internet Development Services in India

The Net has confirmed to be one of the most successful and powerful medium to advertise companies in last couple of years. Net has actually ended up being an indispensable network for the development of your business. Be it marketing and also brand name promotion or client purchase or new market penetration, you need to have a company website for your business. India has come to be the most sought after country for web development solutions. Web site development firms in India are in a better need as a result of various advantages. These web design companies, India offer maximum on-line visibility with a practical as well as successful e-solution.

In India, lots of web advertising and marketing business lie in Delhi. These companies offer a full solution from documents, presentation, rich material to safety as well as Interactive User Interfaces. Internet advancement firms Delhi have professionals to operate in flash based tools to launch vibrant products, XML, SOAP, WSDL Java, J2EE and also client-server innovations. They are continuously adding the latest to cope with ongoing on the internet changes.

Close to developing and designing good sites, there is additionally an increased need for Indian SEO firms. These SEO firms Delhi are taken care of by specialists that have the clients from all over the globe. Site advertising and marketing companies, Delhi are engaged in supplying world-class solutions to every sort of companies. These Indian Search Engine Optimization companies supply budget-friendly & honest Search Engine Optimization procedures tailored SEO solutions, Search Engine Optimization Professional Services, Web site Promo, Internet search engine Positioning in Google as well as other significant internet search engine & directories. IT revolution has actually shown that with the best understanding and also resources, you can make an efficient, attractive website but if it has actually obtained no visibility, it loses all value. Professional SEO professionals in Search Engine Optimization companies, Delhi strive making your internet site obtain maximum exposure and also assist you to take the Internet by storm.
A SEO firm, Delhi likewise assists in Online search engine Advertising and marketing (SEM). Internet search engine advertising and marketing solutions Delhi is essential for increasing the ranking of the website as SEM is used to boost the website traffic result. A first class search engine advertising process could increase the presence of a site in internet search engine results pages (SERPs). Indian SEO companies have educated experts who continuously search approaches of boosting positions consisting of Video clip search advertising. They make certain high positions for whole internet site, per web page, ppc marketing and also popularity.
Currently, Indian market regulates nearly 90% of Web Solutions outsourcing company. There are several visible advantages to this. Internet growth company, India provides highly advanced internet options to customers internationally at minimum price and also optimal duration. These Indian Web design companies likewise take care of back-end assistance demands of the clients with outsourcing method. Providing maintenance as well as ongoing assistance to upgrade the demands of the businesses is a significant advantage you can obtain from an Indian web advertising and marketing business. India has a vast resource of talented, skilled web growth workers that deliver an excellent company. One more benefit is of language. The majority of Indians excel in English language. It makes Indian internet development firms simple to communicate with worldwide customers and also conserves time in explaining details of their need. Another point to note is that Indian federal government has been extremely encouraging of this. It appreciates as well as encourages the IT potential of the nation as well as has started numerous programs to promote it. Promo of IT sector has actually added in betterment of Indian economic climate additionally.

Easy Tutorials on Title Tags You Do Not Want To Miss

 

Most people that discuss Internet marketing, for making money online, tends to ignore title tags which, though boring, has a lot to do with your online success. It’s not too hard to make money online. You just have to be cognizant of the millions of details that go into this type of business. It is the cumulative effect of all those little things that can make the difference between walking away from it or making a six figure income. If you want to succeed online, you have to pay attention to the small boring things that you may not want to do.

internet marketing
Internet marketing is a complex conglomeration of efforts that can pay off big if done correctly.

There are several strategies you can employ with a new site, and you are shooting for high rankings in the search engines. Knowing what you want before you begin building your website is imperative. You can choose to use phrases that will give you a respectable amount of monthly traffic for your efforts. The keyword phrases that you will use, you need to add up all of the traffic that they will bring to your website. You should probably avoid very long tail keywords. Typically, these do not bring very much traffic to websites at all.

seo, search engine optimization
SEO is a term that involves optimizing your online efforts to increase your search rankings.

Offline businesses marketing their sites on the net, or going for local search, absolutely must put a relevant geographic location in the title tag. When you want to go for geo-targeting, this is something that you simply have to do.

You need to look at your location as well as what is going to be a good idea in terms of search marketing. Sometimes the best thing is to stick to the specifics and use a narrowly defined title tag. When you live in a large and highly populated metro area you won’t want to use the tag that is for the broadest searches there. Your results will be much better when you use your neighborhood or borough instead.

seo, search engine optimization
Many factors contribute to ranking online.

You may find it very easy to avoid on page factor mistakes, if you have the right knowledge, 100% of the time. All newbies are trying their best, but can actually do very badly by simply not knowing certain information. One mistake that you should never make is putting “Home Page” in the title tag of your website or blog. Usually, the first page will not have this problem. This is one page that usually is safe. But you will see it and so that means people do not know about it. Unless you are optimizing for the phrase Home Page, it is unlikely that you will ever see it there. Do yourself a favor and avoid doing this if possible. Although this article was about search engine optimization, you can still benefit from search marketing without SEO at all. You can do content marketing and also syndicate articles to get traffic. There is much more to site building and marketing than this article can actually cover.

Discover How To Avoid SEO Mistakes That Many Others Have Made

 

As an Internet Marketer you have probably heard about how important search engine optimization, or SEO, is more times than you can count. Your survival in this business absolutely necessitates this type of marketing. Most people have read several articles that are supposed to improve their SEO capabilities. A more difficult component of proper SEO strategies is learning exactly what to avoid. That’s what this article is for. If you can learn from your own mistakes, that is a good thing. Sometimes, when we learn from others’ mistakes, it can help us even more. After reading this article, you’ll learn to avoid certain SEO mistakes that can make or break your business.

seo, serch engine optimization
With time and effort you can reach your SEO targets.

The default setting on the Google Adwords Keyword Tool should never be used. Here’s why. If your are looking for the best keywords to market with, it is important that you use this keyword tool, but not with the default “broad” settings. This will not help you find keywords to help you make money. The results that you obtain from these broad searches will not be very useful because of the vague phrases that come up with the search. The more narrow your search parameters, the better off you will be because you will be found on pages that relate to your niche. Use the “exact” setting to make sure you get the best results from this tool. Using the disallow feature when you meant to use the noindex feature. Though similar, these features are not the same. Disallow does not let the Google spiders crawl the page. Noindex does. This will allow the spiders to rank your particular page even if you weren’t trying to rank for certain keywords. This works very well when the keywords are in the meta-tags. If Google can’t crawl your page, it won’t know what to tell people about your site and you can actually lower your search engine rankings. This is not something that you want to have transpire!

seo, serch engine optimization
There are many components to search engine optimization.

Don’t do too much internal linking. Internal linking is very useful when used sparingly. It shows that your site is interconnected with itself based upon keywords. Don’t overdo it! Over-linking internally just waters down the weight of those links in the Google spiders’ algorithms. This will cause the amount of traffic flowing through each link to go down significantly if there are too many internal connections. If you can, you want to have fewer links they get the majority of the traffic coming from the search engines.

seo, serch engine optimization
A solid SEO plan is designed to honestly increase your rankings without gaming the system.

You need to believe us. “Striking a balance here is a good idea,” according to a team of professional digital gurus that you can check out here. At the point of equilibrium, your site will start receiving lots of traffic, which is how you will know that you have the right balance of links. One thing about SEO is you really need to stay on top of what Google is doing with social media factors. Mistakes in business are normal, but you have to focus on what you need to do each day with your business. So paying attention to what others are doing is simply employing smart leverage in your business. Also, don’t feel like you have to learn everything as fast as possible because it really does take time for things to sink in.

Forget AO.com, does Benefit Cosmetics offer the best ecommerce experience?

In a previous post I asked the question “Is AO.com the best ecommerce experience online?

In my opinion there are four areas in which the brand excels and that are the foundation of a market-leading online experience.

These are:

  1. Knowing and communicating your unique value proposition.
  2. Being truly, passionately customer centric.
  3. Harnessing social proof to make this central to the purchasing decision.
  4. Embracing the full spectrum of testing and optimisation.

Whenever a website is praised or wins an award, I always check to see what all the fuss is about.

Using these four criteria as a starting point, you can begin to assess whether or not a website can truly deliver the goods.

I am always curious to see who can join the illustrious list of true disrupter brands such as Uber and AirBnb, and as my previous post concluded, AO.com hs joined that list having disrupted the white goods industry.

As such, when I read that Benefit Cosmetics (part of the multi-billion, multinational luxury goods conglomerate LVMH) was recently awarded ‘Best Beauty Brand Online’, I had to check it out for myself and see whether the brand is worthy of the title!

So here goes. Will Benefit join the illustrious list of disruptive brands and cement itself as a trailblazer for the beauty industry? Let’s find out.

1. Knowing and communicating your unique value proposition

Universal header area

Landing on the homepage – or other primary landing pages – I’m extremely surprised to see that Benefit Cosmetics doesn’t dedicate any part of the primary header area to communicate anything tangible about its unique value proposition.

Prime website real estate is just being neglected.

This online crime happens all the time.

Brand X feels like it is big enough, credible enough and well known enough to not need to communicate why visitors should stick around and buy from them and not one of their competitors.

As crowded as the beauty market is, you would think every brand would jump at a chance to communicate their USPs.

It doesn’t matter how big or well-known you are, you should always be providing visitors with reasons to stay.

On primary landing and decision making pages, under the navigation

Just as Benefit doesn’t communicate any form of its unique value proposition in the site-wide header, it doesn’t dedicate any area under or around its primary navigation for communicating what makes the brand and products special.

As I shared in my AO.com critique, we all know about the fact that people need to see things a number of times before it typically “sinks in”.

Never has this been more important for retailers than with your unique value and service proposition messages.

In summary, Benefit Cosmetics is failing to communicate its value proposition clearly on key landing pages.

2. Being truly, passionately customer centric

Providing customer journeys that match different types of buyer behaviour

The two ways to browse products on Benefit Cosmetics are to ‘shop by product’ and ‘shop by dilemma’.

Though ‘shop by dilemma’ is an intriguing concept, only having two initial options to start a product search is limiting.

What about shop by latest releases, shop by most popular, shop by highest rated?

Even with a small product set compared to a retailer like AO.com, visitors will still benefit from being able to browse your range by other ways than just the type or category of product.

Replicating the offline shopping experience

Benefit Cosmetics is doing some really positive things in this area, not least actively encouraging visitors to visit a store.

Often multichannel retailers are almost afraid of promoting their store finder as they want their online visitors to buy online.

Truth is, bridging this gap (and encouraging the multichannel shopper) will in turn help create new customers who have the potential to become brand advocates.

The terminology used in the primary navigation ‘Get Serviced’ followed by the headline ‘Pamper Yourself Pretty’ are excellent examples of using emotive language and speaking directly to the visitor.

Creative and persuasive copywriting is certainly an area that Benefit has prioritised as part of its online user experience and it shows.

Store integration is intrinsic to the online experience.

In the section ‘explore our services’, hovering over any of the services immediately presents you with a ‘Find a Store’ button – this subtle hover state change ensures visitors are drawn to what they want you to do.

Benefit has another whole area dedicated to its customers with the ‘Wow your Brows’ page.

From striking, emotive imagery and humanised language, to video content and specific advice tailored to women’s different styles of eyebrows, this is an extremely (and impressively) customer-centric page.

I can’t help but wonder why it doesn’t promote this specialist area in the universal header!

In addition, it dedicates a whole section of the homepage to helping fix ‘Beauty Dilemmas’.

This once again showcases visually striking images that ooze brand personality (which is consistent throughout the whole site).

In summary, when it comes to being truly, passionately customer centric, Benefit is doing a lot right.

3. Harnessing social proof to make this central to the purchasing decision

Customer satisfaction is one of the first things new visitors are presented with

First-time visitors to AO.com see a prominent customer satisfaction score on the homepage.

When examining Benefit’s homepage, apart from a sub headline ‘What benebabes love most’ (which doesn’t provide you with any way to find out what or who are ‘benebabes’) and some very small hearts, there is a distinct lack of social proof used to demonstrate the popularity and advocacy of the Benefit customer base.

Of course it has the standard social links in the footer, but visitors have absolutely no idea if Benefit has 500 or 500,000 Pinterest followers, or 250 or 250,000 Twitter followers, or 800 or 800,000 Facebook likes.

I will let you guess the numbers behind the brand…

Prominence of reviews

As mentioned, with the miniscule love hearts under product images it’s almost as if Benefit Cosmetics doesn’t want visitors to think about or look at the reviews.

It would be interesting to see if any research was made in this decision.

Not only that, you have no idea whether products have seven or 700 reviews until you get to the product page.

From my experience, I always advise retailers to clearly communicate how many reviews you have for a product prior to visitors going to that product page.

Detailed, intelligent, informative, relevant customer reviews

Whilst the reviews are not prominent on the homepage, once you get on the product page Benefit has an exceptional rating and review system.

It provides both fantastic depth of reviews and also puts the visitor in control of seeing the reviews most relevant to them.

This shows how important Benefit take its customer reviews and the review system should be applauded, but ideally it should look to get this in front of the customer earlier in the journey.

4. Embracing the full spectrum of testing and optimisation

Unlike with AO.com (which is a brand I know truly embraces the full spectrum of optimisation), the very fact that Benefit doesn’t appear to have a testing tool installed says to me that this is one of the biggest opportunities for its next phase of growth.

What do I mean by the full spectrum of testing and optimisation?

Very few businesses embrace the full spectrum of opportunities on offer from A/B, multivariate and personalisation testing.

Typically testing is quick and simple and focused on the low hanging fruit (what we at PRWD call iterative testing).

The biggest business growth opportunity many businesses are missing out on is the impact and growth that innovative and strategic testing can deliver for their business.

In conclusion…

In summary, Benefit Cosmetics is doing some fantastic things with its digital experience to convert visitors into customers.

But as this quick evaluation has highlighted, there are a range of opportunities which can take it to the next level:

  1. Effectively communicating the unique value proposition to differentiate itself in the marketplace.
  2. Utilising the scale and passion of its social communities and customers to better effect.
  3. Most importantly, recognise that full spectrum optimisation represents the biggest growth lever.