Search Case Studies by Pallab

Saturday, 29 March 2014

Responsive Parallax Campaigns


The challenges defined by SEO landing pages to create responsive content strategy offering immersive website experience via parallax scrolling one page designs.

#ResponsivePC <> #ResponsiveParallax <> #ParallaxCampaigns

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  • · Responsive
  • · Parallax
  • · Parallax SEO Site
  • · Parallax Campaigns
Responsive Parallax Campaigns
Responsive Parallax Campaigns
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Responsive:

Responsive design strategy creates device optimized websites that are compatible across PC, tablets, Smartphone & mobile. The layout automatically adjusts itself to various devices and a single HTML code is coded for both devices & PCs. This means that websites are offering themselves to the web & search engine bots in a unified way unlike the history way of feeding URLs for different devices. We type m.example.com or mobile.example.com earlier but now the same code optimizes the users interface experience by detecting the device first and displaying the perfectly adjusted content.

With the phenomenal impact in offering smart device defined web interfaces, responsive design strategy is rooting its presence. Optimized responsive landing pages that have successfully passed W3 validation guidelines are sought by bots. Apply schema semantics to these pages and the SERP visibility & impact will surely manifold traffic by SEO content curator methods to boost click through.

Parallax:

The Parallax effect or parallax scrolling in web design is the technique to feature layered images that shift about the webpage in different speeds/perspectives creating an immersive and interesting 3D illusion. The final web interface built using parallax effects provides a unique user experience and is great for storytelling websites. When used creatively it can present intriguing intensity to the audience that often leaves them in awe.

Parallax SEO Site:

Parallax SEO Site by HashDash
Parallax SEO Site by HashDash // #hshdsh
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Experts are of the opinion that parallax websites are not prone for search engine optimization. The concept of parallax designs incorporate the strategy of building a one page website using rich images & JavaScript that takes time to load. All of your target keywords must be concentrated on one page rather than spread out over many, leading to keyword dilution. Additionally, inbound links can only link to your site’s single page and not to specific page content.

Parallax designs are not device or mobile optimized and therefore responsive content design strategy should be an agenda while formulating the layout of the website. By creating a themed campaign & not a brand website, parallax campaigns can highlight core objectives to create brand presence across various web channels including social conversations.

Responsive parallax scrolling SEO campaigns are auto scrolling effect based landing pages using rich visual storytelling content strategy that follows one page one keyword algorithm guidelines defined by search engines.

· SEO & keywords mapping cannot be diverse and focus has to be in offering one or two keywords with a parallax site and this is where parallax campaigns & content strategy works. Every website tells a story and parallax designs define that story. Key is in focusing good story & content to use various effects in creative & imaginative ways of displaying the brand information.

· Write a good page title, 164 or less character for Meta description tags that will incite intent, intrigue & involve the reader. The audience will be immersed with the conceptual & unique storytelling experience that is richly graphic.

· Highlight page stories with H1 tags, add long tailed conversational keywords, and apply schema semantics based on the campaign design. Name the page URL or the domain name with tags or mentions from the concept message of the campaign.

· Create hashtag mentions of the same keywords to target off page SEO measures using #HashtagMarketing strategy.

· Create blog to publish new content materials and use the blog post to generate traffic to the parallax campaign landing page.

· Off page SEO efforts will also boost parallax campaigns for SERP inclusions on core keywords / branded keywords.

Responsive Parallax Campaigns:

HashDash // #hshdsh
HashDash // #hshdsh
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Two challenges pose addressable. Define campaign storyline using optimized content strategy and developing the visual layout to adjust automatically across multiple devices by testing the site extensively. Storyline is the key, content intrigues interest to click, responsive parallax designs immerses the user into an unforgettable website experience.

Parallax campaigns must offer unique storytelling interface and brands looking to launch a new product or create awareness about brand services by intriguing the audience with a fluidic website interface design are the ideal hot pick. It will be expensive affair to fuse creative graphic designers, geeky webmasters, clean JavaScript developers, intuitive content strategists & visual storytelling expertise to create the near perfect parallax campaigns. One that would be for delicious bookmarks and spread socially with optimized social sharing strategy. One that can be for Twitter trends using hashtag marketing, sponsored stories on Facebook for likes & recommendations, PPC ads using Google, Bing & Yahoo, poll based opinion building LinkedIn campaigns as well as pin marketing infographics all in the valued ambit of native advertising.

Focus on creating editorial native advertising social stories for the core campaign storyline and create appealing story headlines that incite intent to engage. Hashtag mentions further group the social conversation to act as a social bookmarking medium of your mentions/keywords/campaign concept that is forever indexed over the web.

One Page Responsive Parallax Websites
One Page Responsive Parallax Websites
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HashDash // #hshdsh
We are responsive & We are parallax.

Parallax Site Design Downloaded from:


Title: Responsive Parallax Campaigns
By: | Author Bio
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Category: Responsive Parallax

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First Published on Medium.com/@blogs4bytes

Wednesday, 19 March 2014

How to Score Performing Content and Optimize CTR% from Responsive Web Pages? #pallab for @blogs4bytes


Engage with #Hash_Dash for #ContentScore on Web Pages to Optimize #CTR via @blogs4bytes // http://pallab-kakoti.blogspot.com/2014/03/probability-scores-for-content-engagement-with-responsive-designs.html
Content Score on Webpage Optimize CTR +hshdshDGTL 
Probability scores of user interest intent in engaging with the content in webpage redefine how visitor activity is perceived. 

Creating website content & sections on the layout of the homepage followed by other pages including landing page designs must be suited to a users liking. 

Knowing what the user is looking for from product or service domain and perceiving long detailed keywords within the content is already cited as essential guidelines by search engine algorithms. 

Keeping this in mind and delivering the attributes of your visual storytelling style is the key to higher click through from visitors.

Top Performing #Content is Key to #Conversions in the Long Run #pallab via @blogs4bytes // http://pallab-kakoti.blogspot.com/2014/03/probability-scores-for-content-engagement-with-responsive-designs.html
Top Performing #Content is Key to #Conversions in the Long Run +Pallab Kakoti for +blogs4bytes 
Visual storytelling is already a legend in the new digital age owing to its ability in capturing the user’s intent in engagement by keeping the process of the user perceiving the information displayed on the webpage quickly & easily. 
This appeal in interest from the visual representation backed by catchy headlines or titles gives the visitor “enough time” to consider engagement. 

This shift in time from the visitor is a positive to drive interaction from the visual signals aimed at better click through from the webpage. 

Follow up the rich visuals & interesting headlines with intriguing elaborately crafted content phrases indexed with conversational long tailed keywords. 

These again ensure that on-page SEO guidelines are neatly grafted for inclusion and are attributed for scoring by the elusive PageRank mechanism.


Coming back to probability scoring, the objective is to therefore determine what the user is looking for when they search for a brand, product or a service
The objective can be to create a trust factor about a brand that will trigger a boost in confidence building measure before approving to buy offline, register a product purchased offline to claim ownership & anticipate warranty assurances going forward or say simply sell a product online. The objective varies.

The good part is the brand knows what the objectives are for them. If they do not know so, that is the first thing they need to before drawing the lines of campaign designs, marketing budget, social selling or conversion analysis. 

The basic to great story telling is in knowing what is expected by the user and then define design development norms.


Now that the website know what the objectives are, the stage is set for bidding probability scores based on content ratings on point scales to indicate what sections goes into the webpage sections defined by banners, headlines, links, articles, blog, social connect & so on.

Every responsive webpage design can be attributed by percentage scores of likeability & engagement interest from the visitors. For example, refer to the following layout where the assumed probability scores are indicated.

#ProbabilityScores. tw / g+ / fb

#ContentScores. tw / g+ / fb

#ContentEngagement. tw / g+ / fb

#ProbabilityScores for blogs4bytes Responsive Homepage
#ProbabilityScores for blogs4bytes Responsive Homepage
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Click here to open the enlarged image
Banners @ 16%
Denoted by blue line

Headlines @ 14%
Denoted by red line

Articles @ 12%
Denoted by green lines

Video @ 10%
Denoted by yellow line

Links @ 10%
Denoted by red dotted squares
Footer @ 8%
Denoted by grey line

Social Media @ 5%
Denoted by orange line

Social Board @ 5%
Denoted by purple lines

Tweet Feed @ 5%
Denoted by purple lines

Remaining @ 8%
Denoted by black dotted squares & black lines

The 8% can be used to incorporate additional feedback by changing the scoring attributes mentioned above. On the given responsive design chart, the remaining 8% probability score for content engagement is used for inbound & outbound links using rich images/icons.


Based on objectives different content sections are created varying from product introduction, why the product, what are the product advantages, why buyer will love the product, what are the post buy assurances associated with the product and so on.

Contents are then formulated to meet these desired expectations with focus on keeping them short, catchy, easy to perceive & quicker to relate.

These content sections are rated based on point scale or star ratings as indicated below.

Content Format / Link Importance Ratings:
  • 3 Stars indicate Higher Importance
  • 2 Stars indicate Lesser Importance
  • 1 Star indicate Least Importance

For example, based on a client review meeting, the following content engagement scores were grafted after evaluating all the information required for display on the full width responsive design homepage.


  • Banner for Digital Marketing & Content Curation
  • Products / services
  • Expertise with case studies
  • Brand videos
  • Articles & Links
  • Social Boards
  • Footer Navigation / Quick Links / Blog / Landing Pages
  • Social Sharing
  • Social Updates / Tweet Feeds

After many deliberations between marketing, content strategist, visual storytellers & designers the following content engagement ratings were prioritized & finalized based on the overall marketing objectives & brand goals for the responsive design in reference here.

  • 3 Stars for Product Introduction / New Launch / Promo Scope - Banner for Digital Marketing & Content Curation
  • 3 Stars for why buy the product from them - Expertise with case studies / hashtag marketing defined
  • 3 Stars for what are the product advantages? - Products / services including Social Selling, Social Conversions & Native Advertising
  • 2 Stars for why buyer will love the product – Videos Articles & Links
  • 2 Stars for profiling visitors to optimize next visit experience + social connections + social sharing
  • 1 Star for what are the “post buy” assurances associated with the product – Social / Updates / Testimonials / User Interaction / Links
Which section will come within the banners, links, articles & other attributes as mentioned above for the given responsive webpage design will be determined by bidding their inclusion based on the content ratings to improve click through.

The challenge is to corroborate the final layout of the webpage based on valid discussions, arguments, rebuttals & resolutions from the page creators & the brand.

Once the layout is grafted based on the theory of probability score of the user’s interest in engagement intent and the objective derived & formulated from the content rating process, the visual storytelling agenda takes centre stage.

The probability scores of the webpage sections and the content ratings will determine the amount of detail that must go in to the final design layout. The goal of the visual storytellers is to trigger interest, elevate intent signals quickly & impact engagement with better click through from a responsive design for the brands.

The finality of the webpage layout will be categorized by bidding the content ratings based on the importance of the information offered and the call to action expected from the visitors. Higher probability scores for sections like banner & articles as indicated above will include content with a higher rating.

Probability Scores vary for different responsive layout and is an assumed score based on the webpage interface. 

Content ratings are categorized based on the objective of the webpage and what information will be shared. 

The scope for probability scores & content ratings responds better with responsive layouts owing to full width, multiple device compatibility with the approval of search engine guidelines to vindicate technical reasoning. 

The exercise is aimed to draw user attention faster allowing them respond quicker and engage better with the webpage.


Title: Probability Scores for Content Engagement with Responsive Designs
By: |
Published:
Category: Responsive Designs
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Saturday, 1 March 2014

Social Media Impact to Boost Conversions


Social Media Impact to Boost Conversions
Social Media Impact to Boost Conversions
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Social media conversion measurement depends what is a conversion to brands? Some may see conversion as an online transaction, others as a sign up or an upgrade to a paid plan. Conversion objectives vary and are therefore crucial to define the attributes for different referrers & social networks. Determine the original referrer as the first touch attribution where they first heard & saw the social content or was it the referrer of the visit where the story was seen and where the actual conversion occurred as the last touch attribution.

First touch attribution work best for single purchase event where the consumer first learned about and then became interested with the brand. There can be cases when the user may not have converted the first time but the image of the brand was put on their radar. Last touch attribution is great for platforms that offer multiple purchase events like an eCommerce site where it makes sense to know about the social media referrer whose visit made the purchase. It works great for measuring social campaigns as the visit data asserts how effective it was in getting the user engaged and measure their participation level.

Consumers Device Wise Path for Conversions
Consumers Device Wise Path for Conversions
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Understanding these touch point attributes will allow marketers to identify the impact of social campaigns so that better informed decisions & campaign strategies could be put into practice. Recent customer interaction data has asserted that an average of 4.3 times over a period of two days is what finally triggers that last click to purchase a product or service and needless to mention that these opinion forming activities takes place on the social media network where buyers look for pre-purchase reviews and opinions.

IBM research affirms that social media paths attributes for twice as many customers for a retail site as compared to the number of purchases made directly online. With these numbers improving purchase intent in consumers, businesses can leverage number of steps to boost conversion rates from social media.

Social Media Measurement To Define Business Goals
Social Media Measurement To Define Business Goals
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Edison research shows that 79% consumers like to connect with brands or products on Facebook and another 86% of online customers show intent for purchase from a retailer they have liked on Facebook after navigating the retailer updates. Facebook users are highly influenced to like brand that a friend likes and with the persona of a Facebook page’s interactivity to leverage entertaining content like contest & other promotions, such favourable intent is understandably inclined. Add the touch of easy to shareable attributes to these engagements to power the science of successful conversions.

Adobe 2013 Digital Marketing Optimization survey garnered from responses of digital marketers across the globe establishes that 39% opted to place social sharing icons on web pages as powerful drivers in increasing conversion rates. The intent to try a new product or service based on social recommendations as compared to general advertising further affirms the growing popularity to increase social media conversions through the appropriate placement of social sharing icons.

#SocialMedia #Marketing Research
Recommended Read: How to Use Social Media for Business
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Legitimate reviews on products & services also adds feather to boost conversion rates by increasing consumer trust and confidence. Focus on making landing pages more engaging & interactive with strategically embedded user reviews to attribute improvement in boosting conversion rates. 

The embodiment of trust & confidence building factors with user reviews on products create a lasting impression among social shoppers who look for opinions to firm their belief on a product purchase. Social PaaS - Payment as a Gateway further connects brands with #hashtag mentions on social updates, tweets & native ads broadly to add the element of unobtrusive advertisements.. This initiation in turning social mentions into eCommerce platforms by allowing users to click on hashtag URLs that serve as the bridge between the user & the brand and give social media conversion a whole new dimension. 

2013 UPS Pulse of the Online Shopper surveyed 300 online shoppers in association with comScore to learn how businesses can boost conversions by simplifying the shopping experience for the users. “Simplifying” refers to in-store returns policy, like buy online & pick-up from the store if the location is convenient to the buyer, hassle=free returns policy and ability to choose the time of day for delivery. Over 44% say they have abandoned a shopping cart because the delivery time was too long as the average time considered reasonable for delivery by shoppers to receive purchased goods online is 7.2 days.


Another report by eMarketer shows that 14% of online shoppers will use a website on a smartphone while 87% prefer to shop from a desktop computer. These dip in low conversions from mobile platforms is a strong indication for businesses to consider upgrading their website platform to a mobile responsive website.

Google Mobile Research confirms that 66% of mobile visitors who had a bad mobile browsing experience will move on to a competitor’s site, thus strongly emphasizing the need to adopt mobile responsive design that automatically adapt the layout and shrinking the content to fit a Smartphone’s screen resolution.

These reports from various credible sources strongly confirms the rising trend in conversions rates has given businesses new effective ways to leverage the power of social media and boost conversion for products & services. 

Here is another read that also discusses the importance of market research to improve social media conversions.


Title: Social Media Impact to Boost Conversions
By: |
Published: 01
Category: Social Media Conversions
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