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How to Make Hyper-Personalization in Web Design Work For You

Personalization; it’s probably one of the most important design trends to emerge in recent years.

As consumers in all industries become more demanding, they’re increasingly searching for online experiences that are customized to suit their individual needs and expectations.

Today, personalization exists in virtually every digital interaction, from adverts on social media to PPC campaigns and email marketing efforts.

Used correctly, the manipulation of demographic, behavioral, and other in-depth user-data can help designers to create dynamic, highly customized content for each website user. At the same time, these unique websites ensure that designers really make an impact on behalf of their clients, outshining the competition and driving amazing results.

What is Hyper-Personalization?

Basic personalization in web design involves making changes to a design based on what you know about your client’s target audience.

For instance, if you knew that you were designing for an audience that spends more time on their smartphone than their computer, you’d concentrate on building hyper-responsive experiences for small screens. For instance, the Canals-Amsterdam.nl website is specifically designed to support people using smartphones to swipe, tap, and scroll.

If you’re aware that your customer’s target market is other businesses, you might put more testimonials, free demo CTAs and other enticing components on the website to encourage investment.

Hyper-Personalization is an emerging trend for 2020 that focuses on going beyond the basic understanding of a target audience, to look at genuine customer data. Hyper-personalization is all about leveraging in-depth omnichannel data to drive more advanced customer experiences on every page of a website.

For hyper-personalization to be genuinely effective, designers need access to virtually unlimited data, from CMS systems, sales teams, marketing experts, and more. When you have that data handy, you can use it to:

  • Design websites that showcase dynamic CTAs, featuring content relevant to each user;
  • Implement sign-in screens for customers vs. demo requests for new leads on home pages;
  • Showcase products similar to past pages when repeat customers return to a site.

Why is Hyper-Personalization Important?

Personalized experiences have always been important to the sales journey.

However, in an era where companies are constantly competing to grab user attention, you can’t just cater to your site designs to a group of people anymore. Increasingly, users are expecting specific interactive moments on websites, made just for them.

Amazon is an obvious example to consider here. As one of the world’s leading online shopping sites, Amazon’s efforts with website personalization are incredible. The Amazon website uses tools integrated into the back-end of the marketplace to watch everything a customer does on its platform.

As users browse through the website, the site jots down each category that you look at, and which items interest you. Thanks to this, Amazon can suggest which products you may be most interested in.

Websites like Madebyhusk also offer an incredible insight into hyper-personalization, allowing users to browse for the products that appeal to them based on in-depth filters like edging and color.

The result is a higher chance of conversion.

When customers feel as though they have complete control over their buyer journey, and that each step on that journey is tailored to them, they’re more likely to buy.

Better Converting CTAs

A call to action is an excellent way to move things along when you’re encouraging the buying process with your target audience.

Used correctly, your CTAs can encourage more than just cart conversions. They can also convince people to sign up for your newsletter via a subscription form, take a survey, or begin a free demo.

Regardless of the CTAs that you choose to implement, personalization will quickly make your requests more effective. According to studies, CTAs that are personalized are 202% more effective than generic alternatives.

For instance, Byhumankind.com uses a crucial statement: “Great personal care products don’t have to come at earth’s expense.” Followed by an engaging CTA to drive positive action from their audience. The company knows that they’re appealing to a customer interested in saving the planet, so they make the benefits of “Getting Started” obvious immediately.

Using data provided by clients, designers can figure out exactly how to position CTAs and offers for customers. For instance, notice that Humankind has a green colored CTA button.

Most buttons take advantage of bold colors like red and orange, but the green shade for Humankind further highlights the nature-driven personality of the brand.

Relevant Product Recommendations

Repeat customers are infinitely more valuable than people who purchase just one item from your site.

However, convincing a standard customer to become a repeat client isn’t easy. Sometimes, clients need a push to determine what they want to buy next.

Fortunately, as a website designer, you can help with that. Using dynamic modules in the product pages of your customer’s website, you can show individual end-users what they might want to purchase next from a specific brand.

These dynamic modules can use information about what each customer has purchased in the past, to suggest a new product or service. Amazon do particularly well in this regard, leveraging a vast marketplace and treasure trove of information to make quality recommendations. But you don’t need to be designing a considerable website for a global business like Amazon to take advantage of dynamic suggestions. Any business with a focus on hyper-personalization can benefit from this strategy.

Increased Time on Site

Any form of personalization on a website can significantly improve the amount of time a customer spends in that digital environment.

Imagine walking into a restaurant that seems as though it was designed specifically for you. The décor, the seating arrangements, and even the menu are customized to your taste. You’re more likely to spend your time and money there than on any generic food place you find on the street.

The same rules apply to website design. The more hyper-personalized you can get with your client’s design, based on what you know about their customers, the easier it will be to keep customers engaged.

For instance, the WarnerMusic.no website entices visitors with various high-quality images of popular bands and artists, before providing them with endless information about the brand and what it does. The designer of this site knew that it needed to appeal to the visual demands of the audience first, before offering useful information like featured artist lists, News, and blog posts to keep the users on site.

Hyper personalization is all about figuring out what kind of end-user you’re designing for, so you can build the digital environment that’s more engaging and compelling to them. Some designers even create dynamic pages that change depending on whether a customer is a repeat client or a new visitor.

Improved Loyalty and Affinity

Finally, it’s human nature that we all want to spend time with the people that treat us best.

We all value excellent customer service, which is why customer experience is the most significant differentiating factor for any organization today.

Web-based personalization works in a similar way. When you use your design tools to make the site experience that you give to each visitor warm, individualized, and welcoming, then your clients are sure to see a boost in customer loyalty.

Around 89% of consumers say that they’ll only consider buying from brands that care about them. As a designer, you can convince every website visitor that they’re going to get the experience they deserve. Just look at how TheHappyHero.com instantly lets clients know that they can expect a fun and friendly interaction on every page.

Accessing useful data from the companies that you’re working with before you begin developing and designing a website could be the key to creating happier customers and higher conversions.

The more delighted end-users are with the experience that a website gives them, the happier that your client will be with you – increasing the impact of your design portfolio.

If you can create customer loyalty and affinity for your client, then you will be able to develop the same feelings between yourself and your client. This could mean that you earn more recommendations as a designer and build your position as a leader in the industry.

Hyper-Personalization is Crucial for 2021

As companies continue to worry about how they can safely use data without crossing the line when it comes to customer privacy, hyper-personalization has stayed just out of the mainstream. While it may be a while before we see every website designer starting their process with piles of in-depth data, it seems that we are heading in that direction.

Customers in 2021 and beyond will undoubtedly want a more advanced and customized experience from the brands that they interact with – particularly in an era where it’s becoming much easier to deliver meaningful moments online.

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How to Design a Contact Page That Drives Engagement

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How can your customer reach you? If a client arrives on your website after searching on Google, what can they do to take the next step in a relationship with your brand, without buying anything?

One of the primary aims of any website is to drive conversions. However, it usually takes between 5 and 8 touchpoints to generate a viable sales lead. People don’t want to convert straight away.

Since building a relationship with customers is crucial to success, it makes sense that the contact page would be an essential part of driving results. Unfortunately, a lot of website owners pay virtually no attention to that page. They ask their designer to create a page with their address and phone number on – and that’s it.

What many business owners don’t realize, is that the contact page is the door to deeper, more lucrative relationships with potential prospects. The design of this essential website element needs to be fantastic to drive results.

So, where do you start?

Defining a Well-Designed Contact Page

Let’s start with the basics, what makes a great contact page?

The complete answer to that question depends on the target audience. Some customers will want to see fun and friendly contact pages, complete with social media sharing buttons. Others will want to see a map that shows them exactly how to reach an office or business.

There are a few golden rules to keep in mind, of course. Contact pages should be:

  • Easy to find: Don’t hide the link to the contact page on the website footer. Make it easy for customers to find out how they can get in touch.
  • Simple: Don’t put too much content on this page or it will overwhelm your audience. Just let them know where they can go to get answers to various questions.
  • Professional: Even if you have a friendly brand personality, your contact form still needs to be grammatically correct and well-designed to show a professional edge.
  • Convenient: Make your phone number clickable so customers can use it on Skype. The same can apply for your email address. Provide easy access to social media profiles, and if you have a contact form – keep it short and sweet.
  • Informative: Include all of your contact information in the same place. This may include your address, a map to your location, social media pages, email addresses, and even forums.
  • Accurate: Ensure that the information on your contact page matches the information listed elsewhere. Check directories and Google my Business listings to be sure.
  • Attractive: Yes, a contact page needs to look good too. Plenty of white space will make essential information stand out. A good layout will guide the eye through the page.
  • Consistent: Make sure the contact form on your website matches the brand personality that appears on all of your other pages.

Take a look at the Tune Contact page:

It’s beautifully laid out, with clear information that’s easy to read. The company shows exactly why customers might want to get in touch and how they can reach out. As you scroll through the page, you’ll find additional office locations, email addresses for different teams (sales and support), and links to social media accounts too.

How to Drive Engagement on a Contact Us Page

A good contact page needs to look fantastic, showcase the company’s personality, and capture audience attention. However, there’s a big difference between a contact page that gets the job done, and one that convinces your audience they have to connect with you.

Here are some excellent ways to make your contact us page stand out.

Step 1: Using Color Correctly

Color and color psychology have a massive impact on user experience.

Studies constantly demonstrate the conversion powers of having the right shades on certain pages throughout your website. For instance, changing a CTA button from red to green can increase click-through rates by 27%.

However, every audience is different. The colors that drive engagement on a contact page for your company will depend on your target customer. A/B testing color palettes that match your brand personality is a good way to get started.

One interesting example of colors that make the right impact on a Contact Us page comes from Hubspot. Here, the brand maintains it’s brand color (orange), but it also introduces some new shades that convey trustworthiness and professionalism.

Blue is the most calming and credible color for any brand, The gradient that Hubspot uses here blends perfectly with its brand identity, allowing for a stunning contact page, with CTA buttons that still stand out.

Experiment with colors that can generate the right emotional response from your audience, but don’t ignore the golden rules of color in web design. You still need to showcase your brand identity, and you still need a way of making crucial information stand out.

Step 2: Humanizing the Customer Service Team

Some of the customers that arrive at a contact page are interested in your product or inspired by the potential of your service. Other customers will be looking for assistance because they’re frustrated with something or stressed out.

If you’ve ever had a problem with a product and wanted to reach out to the brand about it, you’ve probably noticed how annoying it is to find a blank contact page with nothing but an email address. The lack of effort and humanity in the contact page is enough to convince you that you probably won’t get a response.

But what if you add some happy smiling faces to the page?

Research indicates that brains are fine-tuned to recognize and appreciate human faces. Having a picture of your customer service team, or just any human being on your contact page makes you instantly more approachable. Your customers start to feel like they’re reaching out to a person – not an empty website.

Look at how engaging and personalized this contact page from Amber McCue looks:

Although you can show any human face on your contact page and potentially get results, showing your actual agents will be more likely to drive positive results. It’s a great way to showcase the authenticity and humanity of your team.

Step 3: Making it Easy to Find

A surprisingly large amount of the time, companies shove their contact information into the footer of their website, forcing customers to spend forever looking for them. However, your audience might not want to spend an age searching for your details if they’re in a hurry to get answers.

Stowing a contact page in a footer is also a problem for those visiting your website via mobile, as they might not be able to see all your footer details and links as well.

A Contact Us page doesn’t have to be a massive part of your website navigation if you don’t want it to be. However, it should be one of the first things your audience can see. Putting the information on the header of your website, or even sticking it to the top of the page as your users scroll is very helpful.

Zendesk makes it easy for customers to get in touch in multiple ways. First, the Contact section of the website is clear at the top of the page. Secondly, if you start scrolling through the Zendesk website, a “Get Help” button pops up, so you don’t have to scroll back to find assistance:

Remember, aside from making sure that your contact page appears in the right part of your website, it’s also worth ensuring that it’s easy to understand. Don’t use unusual terms like “Chat”, or “Chill with us”. Stick to tried-and-true options like Help, Contact, or Support.

Step 4: Making the Experience Relevant

There’s a reason why it’s practically impossible to find a one-size-fits-all contact page.

It’s because different customers need different things from your brand.

Some customers will be looking for the answer to a question; others will want to discuss something with your sales team. That’s why many companies are using adaptive contact pages that can change to suit the situation.

For instance, you may start by asking customers what they need help with. Zapier takes this approach with its Contact page:

By asking the client what they need straight away, Zapier can make sure that the visitor finds the right information, and the right number or email address for the appropriate agent. You can even scroll down the help page and look for something in the available help centre, using the search bar. Or you can click on View our experts to hire a Zapier pro.

Creating a dynamic and customized experience like this does a few things. First, it ensures that the customer will reach the right person to help them first-time around. This reduces the number of inappropriate calls your employees have to deal with, and the number of transfers.

Secondly, you deliver a better experience overall for your client, because they don’t have to repeat their issue to multiple people or start a massive email thread. They get the support they need immediately.

Dynamic contact pages can even save you some money and time. If clients decide to solve an issue themselves, using your resources, that’s great for your busy agents.

Step 5: Direct People to the Right Place

The central focus of your contact us page needs to be the available contact options. Centralizing the contact options on a page is an excellent way to make sure that they get the right amount of attention. Centralizing also means that your customers can spend less time searching for the contact details that they need, which is great for usability.

The Melonfree.com website uses a contact us form that’s centralized to immediately pull attention to the customer’s options for getting help.

Centralization isn’t the only way of using design principles to guide visitors on a contact page. According to Ray Hyman and Edmund Hick, increasing the number of choices on a page often increases the time it takes for people to make a decision.

When it comes to connecting with a brand, the right option for each customer will depend on the person and the situation they’re trying to overcome. For instance, a customer that needs to reset their password will probably be able to get the solution they need from an FAQ page.

On the other hand, someone who needs help using a new feature might need the guidance of a professional. To help guide customers to the right solution, Basecamp gives customers a variety of steps to follow to get the right solution fast.

The main purpose of the contact page is to help customers get the right answer with an informative form. However, there are unobtrusive alternative options available too. If all you’re looking for is a way to help yourself fix a problem, you can click on the help guides link before you ever scroll down to the form.

Step 6: Support the Contact Team Too

The best contact us pages aren’t just a great way to improve customer experience. Well-designed solutions also help the customer service team to save time and stay productive.

One of the primary metrics that companies consider when evaluating the success of a service team, is the number of replies required before an issue is resolved. However, if the initial question from a customer doesn’t contain enough information, this number often increases.

Using the design of the contact form to access the right information helps with:

  • Automatically routing people to the right team member: Companies can set up segmentation rules that automatically send certain emails to different employees based on keywords. You might have questions that go to the sales team, and separate queries that you direct straight to the customer service team.
  • Show appropriate support options and FAQs: Remember to give the audience a chance to help themselves before they reach out for extra support. Links to an FAQ page or self-service options can really reduce the pressure on a team. Some companies even add automated chatbots to the mix to help with self-service.
  • Prompt for extra context: Although not every customer will take advantage of an opportunity to add extra information to a form, some will. Adding a box to your contact form for “anything we need to know?” is a great way to generate more information. Ban.do includes a simple “question” box where customers can add as much detail as they like. An option to add screen shots or documents might be a nice touch too.

Building Your Own Contact Us Page

Every customer has their own specific set of needs. The right contact page for another business might not be the right one for you. That’s why it’s so important to take some time getting to know your customers and speaking to your support team.

When you’re planning your contact page, it helps to ask yourself some basic questions about what you want to achieve. For instance:

  • What kind of channels will our customers want to use to connect with us? Look at things like social media messaging, email, or phone calls. If you’ve got a relatively tech-savvy audience, then they might want to use things like instant messaging with chat bots too.
  • How can we direct clients to the appropriate channels in as little time as possible? Having a system in place to automatically route your customers to the right agent will reduce the time to resolution for your customers. The faster you solve problems, the better your reputation becomes.
  • What can we do to set customer expectations and build confidence before they speak to us? Designing a professional-looking contact page will increase customer confidence, while an FAQ section shows that you’re ready to answer common questions.
  • How can we showcase a unique brand personality without making the page complicated? Everything from using distinct brand colors on a contact page, to adding images and illustrations reminds customers that they’re in the right place.
  • What can we do to reduce the friction points in a customer’s path to contact? Avoid adding too many input options to a contact form and ensure that it’s easy to reach out when your clients have a problem.

Understanding exactly what your audience needs from you, and what they’re looking for when they come to your team for help reduces the effort involved for your client when they reach out for help. Remember, today’s digitally-savvy customers expect their interactions with companies to be as streamlined and simple as possible.

Make the Most of Your Contact Page

Contact pages are frequently an afterthought in the website design process. However, they’re one of the most valuable tools your company has. With a good contact page, you ensure that your customers can always reach you when they have problems. What’s more, you boost your chances of people wanting to reach out to the sales team too!

Good luck creating a contact page that encourages engagement from your target audience. Don’t forget to track your results from each design, and A/B test for optimization.

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L’expérience client future : des marchés aux communautés

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Les marchés de clients individuels, optimisés par les plateformes et les algorithmes, peuvent désormais devenir instantanément une communauté ouverte pour des actions collectives et coopératives.

L’essor des communautés numériques

La technologie aide les clients à interagir plus facilement et à s’organiser en un nombre infini de communautés numériques exigeantes, parfois même révoltées.

Ces communautés se forment souvent de manière spontanée et se développent de façon exponentielle à un coût quasi nul. Nous le voyons, par exemple, lorsque de simples histoires individuelles deviennent virales ou lorsque des entreprises ont à affronter, quasiment du jour au lendemain, des foules qui entreprennent des actions difficiles à gérer.

La création et le partage d’objets sociaux sont au cœur de cette révolution des communautés numériques (1). Les communautés numériques étaient initialement basées sur des intérêts communs et se sont formées autour de points de rassemblement en ligne tels que des groupes de discussion et leurs artefacts numériques, les publications. De nos jours, les objets sociaux numériques prennent toutes sortes de formes, comme les tweets, les photos, les évaluations par les pairs et les mises à jour de statut (c’est-à-dire à peu près tout ce qui suscite un intérêt et une participation de masse et qui peut être facilement partagé).

Plus de 140 000 communautés mondiales se sont formées sur Reddit, couvrant des sujets très sérieux, et d’autres beaucoup plus obscurs. Par exemple, un groupe de 71 000 membres partage des photos de coussinets d’animaux.

La facilité avec laquelle des groupes comme celui ­ci peuvent se former, communiquer et agir implique que ces communautés sociales ne sont pas limitées à des objectifs de divertissement. Certaines sont clairement formées pour déstabiliser ou disrupter des entreprises. Les téléspectateurs, par exemple, ont réussi à faire revivre des séries télévisées, à faire pression sur celles qu’ils n’aimaient pas et à exiger que certaines soient réécrites.

Pour réussir, les entreprises doivent être capables de créer des objets sociaux importants aux yeux des groupes numériques et, par extension, de devenir la pièce maîtresse du fonctionnement du groupe. Il s’agit de trouver le bon équilibre : elles doivent éviter de déclencher la colère d’un groupe et de devenir l’objet de leur mépris.

Les clients se regroupent pour influencer les entreprises de quatre façons :

Ils utilisent les produits comme objets sociaux

Plusieurs sociétés de jeux en ligne ont donné naissance à des communautés participatives en transformant leurs jeux en objets sociaux. Les gamers peuvent partager des stratégies, créer de nouvelles versions des jeux et y jouer ensemble. Les sociétés de services musicaux transforment les playlists favorites en objets sociaux, qui sont ensuite facilement partagés avec d’autres personnes à la recherche du mix parfait.

Ils font des choix informés

Aujourd’hui, les sites d’avis sont généralement utilisés pour complimenter ou critiquer une entreprise en fonction de l’expérience vécue. D’autres utilisent ces avis pour décider quel produit acheter. De plus en plus de communautés numériques optimisées par l’IA se formeront pour partager opinions, conseils, bonnes pratiques et expériences personnelles autour d’intérêts communs.

Des ressources groupées

Les plateformes de données permettent aux clients de se regrouper pour acheter des articles à prix réduit. Les plateformes basées sur les coupons offrent des prix réduits sur des quantités minimums définies par le fournisseur. Les sites de financement participatif (Crowdfunding) permettent aux clients d’attirer l’attention sur une cause charitable ou de proposer leur aide pour développer de nouveaux produits. En échange d’un paiement initial, les donateurs reçoivent généralement le nouveau produit dès son lancement.

Ils font travailler collectivement les robots d’IA

Chargés par les clients d’obtenir le meilleur prix (par exemple via des comparateurs), les robots d’IA pourraient à l’avenir collaborer pour négocier et acheter collectivement des marchandises. Les robots d’IA apprendront à rechercher et à mobiliser d’autres robots d’IA pour aider à servir au mieux les intérêts de tous leurs clients.

Que peut faire votre entreprise ?

Rendre le partage social naturel

Utilisez le Big Data et l’IoT pour concevoir des objets sociaux qui s’intègrent à vos produits, plateformes numériques et à votre présence en ligne et que les gens veulent créer et partager. Oubliez la création et le contrôle de tout le contenu pertinent de l’entreprise, et optez pour le développement de communautés au sein de l’entreprise afin de partager du contenu qui bénéficie à l’entreprise dans le cadre de leurs interactions sociales.

Devenir le centre d’attention de votre communauté

Votre produit peut représenter la raison d’être d’une communauté, en permettant aux gens d’interagir de manière utile entre eux. Par exemple, de nombreux fabricants d’appareils de fitness utilisent des applications pour créer des communautés autour de ces appareils et accroître les interactions via des plateformes numériques.

Aider les communautés à trouver un sens

Aidez les communautés numériques à comprendre ce qu’elles veulent être, à défendre leurs valeurs et à atteindre leurs objectifs. Plusieurs entreprises de prêt-à-porter, par exemple, ont tiré profit de la volonté de leurs communautés de faire une différence à l’échelle mondiale, en associant l’achat d’un produit à une aide destinée à des communautés dans le besoin.

Publié en anglais sur insights.sap.com

Références

(1) « Social objects » (Objets sociaux), Wikipedia, consulté le 2 octobre 2018, https://en.wikipedia.org/wiki/Social_objects.

The post L’expérience client future : des marchés aux communautés appeared first on SAP France News.

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9 Ways To Boost Your Domain Authority

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Domain Authority (DA) is a ranking metric that predicts how well a site will rank online. It goes by a scale of 1 to 100 — the closer you are to 100, the better your odds of ranking in search engine result pages (SERPs), thus giving you more clicks.

To see how your site currently ranks, visit Moz’s free Link Explorer to test your DA. Just type your website URL in the search bar and click “Analyze”. Just remember: don’t kick yourself if your DA is smaller than 30 to 50. If you follow these 9 tips today, you’ll most definitely see your DA score improve.

1. Domain Name Age

You know that old saying, right? Wisdom comes with age. Well, guess what? The same is true for your domain name. If your domain name doesn’t have an ‘old’ age, then it’ll rank lower, and users online might not see your site as legitimate.

But with an older domain name, not only will users see your site as more legitimate, but it’ll also have a much higher DA score than younger domain names. In other words, every time you change your domain, you might be doing more harm than good to it, since you’re actually knocking down the credibility you’ve built up over the years by starting from scratch.

Therefore, pick an easy-to-remember domain name that’s not only relevant to your niche, but it’s also something that you’re willing to keep for a very long time.

2. On-Page Optimization

Then, it’s time to optimize all the following on your pages:

  • Code;
  • Content;
  • Site structure;
  • Metatags;
  • Other on-page elements (H1, Title tags, Image alt tag, Site architecture, etc.).

Improving your DA with optimization can make your site be more search-engine-friendly.

3. Create Great Content

Want to attract high-quality links from multiple domains in your niche? Good news! More attraction to your site comes from creating high-quality content that appeals to your target audience. Otherwise, poor-quality content will only scare people away.

So, in providing the best content possible, that will definitely help you improve your DA score (and even give you many additional SEO benefits).

4. Internal Link Improvement

Why worry about earning external links when your internal links need the most attention? Yes, focusing too much on external links can make you lose sight of linking internally.

So, why internal links? These links help nudge visitors to what they’re trying to look for on your website. In that way, visitors are getting the best user experience, while you reap the rewards of having an increased DA score.

5. Link Profile Clean-Up

Having a clean link profile is essential, since it helps you obtain and maintain a great DA score. So, to clean up your link profile, you must remove the bad links from it.

In this process, you can use tools like:

These tools help you figure out any inappropriate or unwanted links.

After the link audit is complete, contact the website owners to have them either delete the link or add the “nofollow tag” (devalues the link). If this doesn’t work, use the Google Disavow tool to remove said links from your profile.

6. Know Your Niche

When running a site, it’s important for you to be the expert in what you have to offer online – and your DA is no exception to this. Becoming an authoritative figure in your niche allows you to gain the confidence of readers, while providing expert advice to the community.

If you have amazing content (i.e. guest blogs on industry-related forums) and clever ways to engage your target audience, then people will see you as an authority to your niche. This not only enhances your brand, but also increases your DA score.

7. Be Mobile-Friendly

Nowadays, people are on their phones, tablets, etc. Whatever device that they can use on the go, they’ll use. In other words, mobile isn’t just the way of the future – it’s happening right now, outpacing laptops since 2014. So, if your website isn’t mobile-friendly yet, then now is the time to fix that!

If your website hasn’t been optimized for mobile use yet, not only will it hurt your search rankings (since Google favors mobile-friendly sites), but you’ll also lose out on users visiting your site to begin with.

So, go to Google’s Mobile-Friendly Test, and then run a test for your domain. Afterwards, Google will give you a detailed report of how mobile-friendly your site is, and what you can do to improve it.

8. Improve Page Speed

Let’s face it: No one likes to wait for a webpage to load; they want quick results. So, if your site isn’t loading fast enough, then users will get frustrated and most likely go to another site. So, why not improve your page speed?

First, find the cause of your website running slower than it should. You can do this by running your website through Google’s PageSpeed Insights; it’ll analyze the speed of your site. And then, it will identify some effective ways for you to make your site faster and consequently improve your DA score.

9. Utilize Social Media

Finally, it’s important to increase your social signals, when it comes to gaining more authority with your domain. While search engines like Google won’t insist that sites make social signals a priority to increase their rankings, site runners must still take advantage of social media to do the following:

  • Promote their sites;
  • Promote their products and services;
  • Tell people about any events and contests.

As a result, sites are more likely to get likes, shares, and tweets through social media, versus going solo in search engines.

Conclusion

Domain authority is extremely important for your site. First, DA allows you to analyze how well your website does in the search space. Plus, it allows you to compare the performance of your website with that of your rival sites, thus showing you where you stand in search engine results.

So, why not get your site thriving today by improving and maintaining your DA score today? Your site will thank you for it!

 

Featured image via Unsplash.

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SAP France nomme Stéphanie Perchet au poste de Directrice des Opérations

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Levallois-Perret, le 5 novembre 2020 – SAP France, 5ème filiale du Groupe SAP, leader du marché des logiciels d’application d’entreprise, nomme Stéphanie Perchet au poste de Directrice des Opérations. Membre du Comité de direction, Stéphanie Perchet a pour mission principale de renforcer l’organisation des opérations et d’optimiser les processus de l’entreprise pour répondre aux enjeux de SAP France liés au développement de son Business sur le Cloud, à l’adoption de sa solution phare S/4HANA par le marché français et à l’accompagnement des entreprises sur leurs priorités économiques et environnementales.

Pour se faire, l’expérience client, l’excellence opérationnelle et l’accélération de la dynamique sur les thématiques « Future of Work »,  « Business for Good » et « Data et Culture » sont au cœur de sa stratégie.

Stéphanie, 41 ans, est titulaire d’un Master en relations internationales de l’Université Panthéon Sorbonne. Elle a rejoint SAP en 2004 et a occupé différents rôles à un niveau régional EMEA et global avant d’être nommée directrice des opérations.  Elle a notamment déployé le programme de business indirect avec l’écosystème Partenaires, a contribué au développement de l’organisation Commercial Sales à Barcelone et a collaboré avec le bureau du président EMEA. Ces différentes expériences lui confèrent une parfaite connaissance de l’organisation et de ses processus internes ainsi que des problématiques clients, de véritables points forts dans son nouveau rôle.

« Le succès client est une priorité absolue. Au cours des derniers mois, nous avons fait évoluer notre organisation et revu le parcours client pour répondre à la demande d’un accompagnement encore plus personnalisé pour, ensemble, créer encore plus de valeur. Stéphanie Perchet joue un rôle clé dans le développement de cette expérience client et dans la mise en place de notre stratégie visant à accompagner nos clients dans l’élargissement de leur revenu, le suivi de leur profitabilité mais aussi autour de sujets liés à l’attractivité de leurs talents et à l’amélioration de leur impact social et environnemental » explique Frédéric Chauviré, Directeur Général de SAP France.

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Accélérez les décisions pour tenir le coup en ces temps de disruption sans précédent

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Le climat économique et social actuel a mis les entreprises de toutes tailles face à des défis inédits. Notre époque n’avait encore jamais connu de tels chamboulements, à la fois internes et externes. Les directeurs et services financiers, qui s’efforcent de bien gouverner leur entreprise, vivent sans doute les moments les plus difficiles de leur carrière.

À l’heure actuelle, le directeur financier et surtout l’équipe de planification et d’analyse financières doivent continuer d’avancer malgré de nombreuses incertitudes, notamment :

  • l’impact des perturbations des canaux de ventes sur le chiffre d’affaires
  • la gestion du flux de trésorerie et des liquidités
  • la gestion des dépenses et la maîtrise des coûts
  • les projections financières optimistes et les conseils basés sur des suppositions floues

Incertitudes et choix à faire

Pour le service de planification et d’analyse financières, ce ne sont pas des questions isolées, mais tout un ensemble de problèmes et de doutes qu’il faut gérer de manière globale. Faut-il puiser dans une ligne de crédit pour préserver la fluidité du fonds de roulement ? Le flux de trésorerie et les liquidités actuels permettront-ils de couvrir les dépenses à court terme ainsi que les initiatives de capital actuelles et à venir ? Peut-on bénéficier des programmes gouvernementaux d’aide salariale ? Que dire aux actionnaires sur les prévisions du solde de l’année ? Existe-t-il des moyens d’aider nos clients à réussir ?

Ces questions se posent aux services financiers, mais aussi à l’ensemble de l’entreprise, dont les différentes équipes se penchent sur les budgets et les tactiques envisageables.

  • Les programmes actuels tiennent-ils compte du marketing ?
  • La chaîne logistique est-elle confrontée à des disruptions ?
  • Quelles sont les conséquences pour la planification de la demande
  • Quelles sont les suggestions des RH concernant les niveaux d’effectifs actuels, et quels effets auront-elles sur les résultats ?

Il faut regrouper tous ces budgets et modèles individuels en une vue unique pour pouvoir comprendre les interdépendances.

Planification d’entreprise collaborative pour éliminer les silos

Un paradigme de planification moderne permettrait de résoudre facilement ces problèmes : la planification d’entreprise collaborative. Elle consiste entre autres à éliminer les silos, et ainsi à relier instantanément toutes sortes de plans. Les finances disposent donc d’un aperçu réel de la santé financière actuelle pour ne prodiguer que les conseils les plus avisés. Par exemple, elles peuvent évaluer l’impact d’un plan commercial sur les campagnes marketing, ou relier un processus S&OP (ventes et opérations) rapproché à un plan financier. Un analyste peut déterminer quel plan d’effectifs pourrait impacter la productivité des collaborateurs et la trésorerie.

Les finances doivent aussi pouvoir prendre des décisions rapides. Grâce à la planification d’entreprise collaborative, le service financier n’est pas tenu de suivre les plans établis. Aujourd’hui, on ne peut plus travailler dans un environnement où les plus mauvais services financiers repoussent les décisions parce qu’ils utilisent des feuilles de calcul et outils de planification obsolètes. Si au contraire ils disposent des technologies adéquates, ils pourront instantanément simuler l’impact de plusieurs scénarios. Les outils d’analyse modernes associés aux outils d’analyse prédictive et au Machine Learning leur permettront de suivre les recommandations pour obtenir les meilleurs résultats. Quant aux tableaux de bord et à la visualisation intégrée, ils offrent aux utilisateurs finaux un reporting en temps réel et une expérience esthétiquement agréable avec un risque d’erreur minimal, contrairement aux feuilles de calcul.

Une discussion instantanée pour une prise de décision rapide

Enfin, la plupart des organisations, y compris les services financiers, ont étendu leur capacité de travail à l’espace virtuel ; elles ne sont plus limitées par les murs de l’entreprise. La planification d’entreprise collaborative encourage la discussion instantanée pendant la planification et la prévision. Les problèmes géopolitiques ont eu des répercussions extraordinaires sur les prix des marchandises. Une situation qui, tout comme les problèmes liés à la pandémie, nécessite une collaboration et un consensus immédiats. Les décisions doivent être prises sans délai, sans le soutien des réunions, messages vocaux ou fils d’e-mails.

Avec la planification d’entreprise collaborative, les services financiers peuvent guider leur entreprise pour l’aider à obtenir les meilleurs résultats et à continuer d’avancer dans le bon sens malgré les difficultés du moment. La planification d’entreprise collaborative permet aux finances de comprendre tous les aspects de leur entreprise, de recommander et d’évaluer divers scénarios, de prendre les bonnes décisions, et de se positionner comme les véritables leaders de l’entreprise.

Pour en savoir plus, lisez ce rapport de Ventana Research intitulé « Planification d’entreprise collaborative : Améliorer la valeur opérationnelle de la planification et de la budgétisation à l’échelle de l’entreprise ».

À propos de Pras Chatterjee

Pras Chatterjee est directeur marketing produits principal pour la planification et l’analyse chez SAP, en particulier pour les solutions SAP Analytics Cloud et SAP Business Planning and Consolidation. Avant de rejoindre le service Marketing produits, Pras était directeur du cabinet SAP EPM et responsable des services SAP Business Analytics en Amérique du Nord. Il a également été architecte de solutions pour SAP, spécialisé dans la planification et les consolidations dans le monde entier. Comptable agréé, Pras a travaillé au service financier de diverses sociétés de logiciels, dont plusieurs entreprises du Fortune 500.

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20 Freshest Web Designs, October 2020

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We have become so used to using web sites just to buy stuff that it is easy to forget that the web has more to offer. So this month we’ve included some because-it’s-interesting sites, some micro-sites and some just-for-the-sake-of-it projects.

Many of these are about selling or promoting products and services too, but in a more oblique way that is frequently more engaging than a straightforward sales site.

Micro sites can be a great way of including content that doesn’t fit in neatly with the rest of the main site, or is temporary, or to show a lighter, more fun side of a brand. And a well thought out micro site can act as a gateway to pull in even more visitors to its ‘parent’ site.

Your World Your Way

Your World Your Way is an interactive portal for the University of Auckland. An optional questionnaire customizes the experience, and clearly a lot of effort has gone into this in terms of the questions and possible answers, and the presentation. It is engaging and enjoyable to use, and the information provides links to the main University of Auckland website.

Blind Barber

This micro site is to celebrate 10 years of barber shop chain Blind Barber, which started as one shop with a bar in the back room, in New York’s East Village. An entirely black and white design provides a clean backdrop for color photos and videos, and some great scrolling animations give a pleasing flow to the content.

Brews & Grooves

Brews & Grooves pairs records with different beer. Although a ‘fun’ project, it is still a well designed piece of work with some vintage style typography and some pleasing rollover animation effects. It is an effective advert for those involved in creating it, as listed in on its ‘credits’ page.

Gucci Bloom

As part of a new campaign to promote it’s ‘Bloom’ perfumes, Gucci have created a Gucci Bloom game. The player has to pick up flowers and perfume bottles, but miss a flower and the vines get in your way.

808303Studio

808303Studio is a digital musical instrument that emulates a Roland TR-808 drum machine and TB-303 bass synthesizer, created in conjunction with the Design Museum (London). It’s fully programmable and there is even short video tutorial with A Guy Called Gerald on how to use it.

Aelfie

Aelfie is a home furnishings brand with a focus on bold patterns and bright color. Their site reflects this with its use of block color, irregular grid, drawings, and type that feels a little off-kilter. It creates a hand-made feel that embodies the brand aesthetic rather well.

Media Election 2020

As we approach one of the most significant, not to mention acrimonious, elections in US history, Media Election 2020 uses AI to analyze the volume of media attention each candidate receives, in real time.

Curbed

Magazine website Curbed has now become a part of New York magazine, and had a redesign in the process. It follows a discernible grid, but distorts it just enough to create an edge. The highlighter color frames, and underlines on rollover, add movement and ‘cool’.

WFN

The WFN (Women’s Funding Network) is an alliance of funds and foundations working to promote gender equity and social change internationally. The site is clean, with strong typography and a sophisticated color palette.

The Fabric of America

Internet, telephone and TV service provider Xfinity is behind the Fabric of America project. It is a collection of voice recordings, the idea being that each voice, and each person’s story, is a thread that makes up the flag that we see on the screen.

Minimal Ceramics

Minimal Ceramics is a concept site, showcasing the work of London based potter, Tom Crew. The design of the site reflects the simplicity of the showcased work, using great photography and simple typography.

Normal Now

Normal Now is part of an awareness campaign to highlight to consumers the positives of electric cars. Taking a fun approach to engage consumers in a serious subject, it uses a fake retro tech style.

Superfood Gin 

Superfood Gin is a gin made using superfood botanicals, that claims to be fruity and fresh rather than crisp and peppery. The soft color palette, along with the soft lines and curves in the background illustrations, reflect this well.

Maison Louis Marie

Maison Louis Marie is a natural fragrance company. While this site does nothing really groundbreaking, it does it well. Botanical drawings on a white background, along with clean typography, help create a refined, luxury feel.

Think Economia

Think Economia is a platform taking a fresh look at economics and the future of economic growth. It doesn’t sound like the most exciting subject, but it is presented here in a playful and intriguing way.

Chernobyl

From Uprock, a Russian design studio that also offers courses in web design, Chernobyl is a thought provoking exposition of the Chernobyl disaster. The design aesthetic is muted, allowing the images their deserved impact, and the brief sections of text to be absorbed.

Declamatuus

Declamatuus is a lingerie company selling gift sets. What stands out here is what you don’t see — live models in underwear. Instead the outline of the body is created with animated particles.

Odisea

Odisea Expedition is a documentary series following two friends, a surfer and a snowboarder, as they explore remote parts of the world. The photographs and video are everything here, and all other elements are kept minimal to avoid detracting from them.

Riffyn

Riffyn Nexus is a ‘Process Data System’ for storing and analyzing scientific data for laboratories. It is a very corporate site and yet it is put together in such a way that doesn’t feel dull.

Maison du Net

This site for digital design agency Maison du Net takes a risk mixing corporate with cutesy, but it works. Offset frames and underlines create interest without overdoing it, and the very bright green is used sparingly enough to liven things up without being overwhelming.

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Logistique : quelles leçons tirer de la crise ?

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La crise sanitaire a appris aux entreprises combien il est essentiel de savoir s’adapter rapidement. Que ce soit en termes de production, de sourcing ou encore de distribution. En adoptant un modèle plus durable, il est possible de garantir la continuité de l’activité, même en cas de changement inattendu et massif de la demande.

L’économie d’expérience s’est imposée comme la thématique clé de l’année 2019. Ce concept a toutefois été éclipsé en 2020 par un invité inattendu, la résilience. Les PRA et autres plans de préparation aux risques ont en effet été confrontés à une réalité de terrain : une crise sanitaire et économique, doublée de schémas de consommation et de distribution profondément perturbés.

Défi 1 : éviter la rupture d’activité

Les moins chanceuses des entreprises sont celles pour lesquelles le confinement a enlevé toute possibilité d’activité. Au plus dur de la crise sanitaire, certaines ont dû ainsi purement et simplement fermer leurs portes. Mais d’autres ont su également rebondir, au travers de la distribution multicanale, de l’innovation métier, ou de la saisie de nouvelles opportunités de marché.

Les industriels qui ont su rediriger rapidement leur production vers de nouveaux produits (masques, respirateurs, gel hydroalcoolique, repas à emporter…) ont pu tirer leur épingle du jeu. Avec les crises économiques, sanitaires et climatiques qui s’annoncent, il faut s’attendre à une multiplication de ces défis de flexibilité, et s’y préparer.

Défi 2 : le télétravail

Dans l’absolu, beaucoup d’entreprises pourraient poursuivre leur activité avec une majorité de leurs salariés en télétravail. Mais peu étaient prête à travailler de la sorte, du fait d’un back-office inaccessible hors des murs de l’organisation et manquant de flexibilité opérationnelle. Des solutions cloud, comme Teams ou Zoom, ont pu compenser en partie ce manque. Mais ce n’est pas suffisant.

Il faut maintenant mettre en place des systèmes plus agiles et intelligents, capable de mieux analyser et prévoir, mais aussi de mieux s’adapter à une forte volatilité de la demande. Ceci doit d’accompagner d’infrastructures ouvertes vers l’extérieur et sécurisées, mettant en œuvre des technologies comme des équipements informatiques mobiles, des solutions informatiques en mode cloud, des systèmes de communication unifiée, de la blockchain, etc.

Défi 3 : se rapprocher du consommateur

Qui dit télétravailleur dit consommation à distance. Les entreprises se doivent donc d’aller vers le consommateur, en privilégiant le B2C, par exemple au travers de l’e-commerce. Mais aussi en transformant le B2B en B2B2C ou encore le Direct Selling en Social Selling.

Cela induit des changements profonds dans la structure logistique, avec une nécessité d’optimiser à la fois la production et la chaîne de distribution, afin de desservir un maximum de clients en un minimum de fret. Nous retrouvons ici une problématique que nous avions déjà rencontrée avec la montée de l’économie d’expérience. Celle-ci se traduit en effet par une hyper-personnalisation des produits, qui doivent être directement livrés au client, sans délai.

La solution est donc peut-être de combiner ces deux problématiques, afin de les transformer en opportunité : savoir combiner l’impératif de résilience imposé par la situation économique et sanitaire à la volonté d’expérience portée par les consommateurs et partenaires.

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5 Biggest Challenges Web Design Agencies Face

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With billions of internet users worldwide spending several hours online each day, the online presence of brands is now a necessary avenue for building, boosting, and maintaining positive value and attracting and interacting with customers. 

This has created increasing pressure for web design agencies when creating and managing websites. This pressure is multiplied by all the projects that web design agencies have to handle at one time. This is because different clients demand different things for their websites, whether it’s a signature feature or specialized functionality. 

Hence, it’s vital that the tools the agencies use to work are simple enough and suited to the tasks they have to accomplish in order to build and maintain these projects. Having the right tools can increase efficiency and effectiveness in managing websites.

Challenges in Modern Web Design

Building a website with all the essentials in mind is always easier said than done. Websites have to be both functional and easy on the eyes to invite traffic, disseminate information, or appeal a product or service to a target audience, and all while having an attractive and convenient interface.

The good news is that it’s perfectly possible to design a quality website and without spending a fortune to do so. Below are some of the challenges that web design agencies face when trying to deliver and reconcile efficient user experience and effective user interface in web design.

1. Appealing User Experience

Designing a good website means ensuring that the user experience is appealing to a general audience, but this is one of the most difficult parts of web design. Agencies must be careful not to turn off users with a confusing user experience. For instance, making important information difficult to find on web pages, using technical jargon that ordinary users wouldn’t understand, and focusing too much on the design rather than the overall experience are a few big mistakes that no designer should ever commit.

Instead, web design agencies should focus not only on making the design look good but also on making the experience smooth and fast for the regular site visitor. This includes improving design elements to make navigation easier as well as optimizing webpage load speeds.

2. Working With a Budget

It’s common for the client and the web design agency’s budgets to not line up at all times. Either the client will find the project quote too high, or the designer will find the client’s budget too low. The cost of a web design project can vary greatly, depending on what needs to be done. 

Although having to build a good website on a budget may be difficult, it’s important for both parties to come up with a set amount before the project even starts. The client should always specify what they want to achieve and how much they’re willing to pay to get it, and the agency should let the client know beforehand if this is possible.

3. Integrating Third-Party Functionality

Sometimes, clients may make requests for third-party functions that may not be easily integrated into the site. To prevent this, web design agencies should always consider integration when building a site. Most businesses and companies now have at least one social media account, so it doesn’t make sense for their site to remain disconnected.

When a website visitor shares an excerpt on a social media site like Facebook, Pinterest, or Twitter, other people who can see their posts may become interested in visiting the original post on the website. Properly integrating third-party applications and functions into a website can get it more online presence and popularity.

4. Suitability to Different Devices

There are many devices that people can use to access the web. From smartphones to desktop computers, from cars to game consoles, and even wristwatches and digital cameras, all of these can be web-enabled as long as there’s an available internet connection. 

Websites nowadays should always be compatible with any of the devices people might use to go to the website. They should look pleasing and load fast regardless of what device a visitor is using.

5. Security of Personal Information

Most websites require personal or financial information, whether for account verification, for website subscription, or something else. Websites should be designed with personal security in mind, which is even more important since hacking has been on the rise since the coronavirus hit.

One of the biggest threats that websites face today is phishing, or when an attacker will pretend to be a trusted contact and attempt to compel you to click a malicious link. Another is ransomware, or where cybercriminals hold customer data for ransom and attempt to extort online business owners. Yet one more is SQL injections, or where hackers will attempt to execute malicious SQL commands in your website’s database. 

The best practices in regards to web design to mitigate these risks include third-party plugins and themes, keeping all of your software up to date, setting your web applications so they run the fewest privileges possible, and utilizing SSL certificates and HTTPS protocols. 

Adopting Site-Building Platforms

Gone are the days where you had to be technologically gifted to design a website from scratch, usually through manual HTML codes. Back then, you had to know your way around the web if you wanted to set-up and manage a site of your own.

Now, there are a lot of good website builders that allow you to create websites in a faster period of time. Even web design agencies now make use of such builders in order to make the job easier and more convenient. Not to mention, it allows agencies to focus on the design alone.

Although these platforms offer predesigned templates based on the most common purposes of websites, they normally allow the user to white label the website into the branding specific to the business or agenda of the website owner. The text styles, colors, and sizes coordinated to the website’s theme, and colors can be designed specifically to match the business or organization’s image and identity. 

Simply put, creating websites through a web builder platform can provide web design agencies with easy-to-understand tools that their teams and members can all uniformly use to more effectively and more efficiently handle all their projects.

With services that allow mobile optimization, site management, and even drag-and-drop editing, web design agencies can now better manage their projects and finish with their tasks more quickly.

Not only that, by using white labelling, services can conserve their time and energy into focusing on creating the best website for their client. With all the website builders currently available on the market today, just picking the right one can give web design agencies the best tools to use when creating, designing, and maintaining websites. 

 

Featured image via Pexels.

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