Web Design and SEO Blog
We’ve recently started using an onboarding video as a tool for welcoming clients to their completed website project and would like to share a few things we’ve learned along the way.
Why Onboarding Videos Work
In a study conducted by Wistia, an internet video hosting and analytics company, they ran a test comparing two emails — identical, but one added a video as the top piece of content. The email with the video showed a clickthrough rate three times higher than the one with only a paragraph of copy. Here’s why:
- Emotional connection — Being welcomed by someone from the team allows for an emotional connection, removing the “faceless cooperation” stereotype.
- Community — Your client will feel welcomed into your community if they are able to see where and who you are.
- Humanizes — Having someone speak directly to them, by name, allows your clients to see the people and personality behind your company.
- Digestible — A video clip weaves your story, mission and product and services together into a single, approachable narrative. They don’t have to search your site for the information they’re looking for because you’ve laid it all out for them in your video; all they have to do is sit back and watch.
Once you’ve taken the time to shoot a personalized onboarding video for your new client, you’ve built a strong foundation for them to feel supported and valued. This reaction can be contagious — they are likely to pass this feeling and experience onto other potential customers with their recommendation of your company, building your word-of-mouth reputation.
Tips for Your Onboarding Video
Now that we’ve covered the benefits, here are some tips for creating your own client onboarding video:
- Under a minute — A minute-long video is the sweet spot for keeping a viewer’s attention.
- Greet them by name — Take personalization a step further by editing the beginning of your video so that it greets each client by name or company.
- Use a compelling thumbnail — The screenshot or video still you use before the video begins playing is more important than you think. It may be the difference between a client pressing play or moving on. If you are embedding this video in an email, we recommend using a screenshot or video thumbnail image with a play button and linking that to the page with your video.
- Solve problems — Show your client a tool or feature that will help their business right now, and instruct them to interact with it. For example, encourage them to fill out a feedback form!
- Use humans — While there are many sources out there for creating animated characters, it is much better to use someone from your office, in person.
When a client has committed to you as a company, it is a great time to reaffirm that decision by creating a personalized onboarding video — it will help spark the realization that they've found the right fit. At JTech, we use our onboarding video to welcome a client to their new website, show them the product we’ve launched for them, introduce more of our team, and set the stage for a healthy ongoing relationship as business partners.
Chelsea moved here in 2016 from Kuala Lumpur, Malaysia as a part of the MSU school partnership program. Having lived most of her life in the city, she has enjoyed the quieter pace of life Bozeman has to offer, the friendly populous, and outdoor lifestyle. In her free time, Chelsea is a big film enthusiast and enjoys marathoning movies of all genres.
Our team was tasked with clear representation of the variety of services The Pellerin Company provides — which we executed as a modern, inviting website with a few classic touches. In addition to transparently outlining their strategies and fee schedule, The Pellerin Company also provides a reservoir of resources for those looking to educate themselves including books, articles, videos and interactive calculators to plan debt repayment and retirement. We invite you to check out this new website here.
1. Not Mobile-Friendly
1.6 billion users shop using their mobile devices worldwide, making it necessary for your ecommerce site to not only ‘work,’ but to perform well on all screen sizes, whether desktop, tablet or phone. If someone on their phone or tablet accesses your online store and find it difficult to use, they are much more likely to leave without making a purchase.
2. Poor Checkout Experience
Once a customer has added an item to their cart and are ready to checkout, you’ll want to make sure nothing is in the way of them following through with finalizing their purchase. Some common “sticking points” are:
- No guest checkout option. Although you should present the benefits of creating an account with your company to site visitors. In one study, 14% of customers who abandoned their cart reported that it was because registration was required — maybe they were not ready to commit, or just didn't have the time right then to sign up.
- Payment and shipping options. If you expect your visitors to spend money with you, you need to present them with options. 28% of online shoppers abandon their cart simply due to lack of shipping price options! Talk to your credit card processor about providing multiple payment types, and include different shipping price points as well as delivery times. If our client doesn’t have a flat shipping fee, we often integrate live shipping cost calculators into our clients’ sites. This will charge as close to real shipping costs as possible, making it less likely that the end user abandons their cart because they see over-inflated shipping prices.
3. Lack of product information
The products on your ecommerce site should be clearly represented by large images, multiple photo shots, and provide accurate descriptions so that shoppers can make their purchase with confidence. If you have a large number of products for sale, another great feature to consider on your ecommerce site is a product search and filters so they can easily find the items they are looking for.
4. You Appear Untrustworthy
Gaining and keeping paying customers is a relationship built on a foundation of trust, and a lot of this trust is built on how you deal with a potential buyer’s common questions.
- Point of contact. Keep the door of communication open with your customers by providing a clear point of contact in case they need to reach you. Whether it be a contact form, customer service number or live chat, your site visitor will appreciate you being transparent and available to them.
- Return Policy. Studies show that goods are returned at a much higher rate online than at physical stores — your ecommerce store must be equip to handle these transactions. One such way is providing a policy; 63% of online shoppers check a retailer’s returns policy before making a purchase. Provide a link to your store’s return policy that is easily accessible in the footer of your website. If you don’t yet have a return policy, you can easily find a template online, but remember to always have your lawyer look over the language before putting it on your website.
- Checkout process is too complex or requires too much information. Customers don’t like to give personal information away unless they are clear what it is being used for. For example, they understand that in order to make a purchase, they much provide payment, but why do you also need their phone number or email address? Two solutions here: don’t require information you don’t absolutely need, or be transparent about its use. If you need an email address in oder to send them a transaction receipt, say so!
5. Not Measuring Your Success
If you build it, they won’t come. Just because you’ve launched a shiny new ecommerce site, doesn’t mean any of your potential buyers will suddenly find it. Pair with a reputable digital marketing team to properly optimize and advertise your site, and measure your success as times goes on. This will allow you to better reach your target marketing goals and ensure the longevity of your business.
As online shopping overshadows the brick and mortar version, consumers are becoming more aware of what evokes a positive online shopping experience. If you want your ecommerce site to not only attract visitors, but retain regular customers as well, it is important to provide them with an experience of positivity and trust.
How our team found purpose and inspiration through the education of others.
When running a business, it is important to keep looking for ways to improve the future of your company. One such way is to consider attending an industry conference or expo where you can absorb information straight from the mouths of experts in your field. While time consuming, sometimes involving travel and oftentimes pricy, conferences have a multitude of invaluable benefits:
- They allow you to gain Gain Knowledge in your industry.
- Provide the opportunity to network with your peers and competitors. Talk to them; learn what they do and who they work with.
- Conferences often include presentation materials, whether a brochure, new software or book.
Big Sky Big Ideas is a conference in Bozeman, MT that our company’s president attended recently. One of the speakers, Tara-Nicholle Nelson, is the author of a book called The Transformational Consumer. The primary concept in her book is that the key to running a successful business is to engage customers by triggering their human desire for growth and transformation. While JTech has always believed in these values, this book has helped us better articulate them to our clients and potential customers. Our team has been working through our own transformation, using this source of education as a driving force to improve our branding and messaging.
We have a lot of great changes coming, all of which were inspired by The Transformational Consumer. From a fresh approach to our blog, to a website redesign including in-house video footage, we are so excited to roll these out to the public.
Invest in Your Company
While keeping up on articles in your industry is a great supplement, conferences provide the unique experience of being present and hands-on with others in your same position. If you are looking for a way to improve the way you do business, consider attending a conference this year!
Use Domain Authority to measure your results.
There are a number of ways to measure the success of your website and other marketing efforts, but Domain Authority (DA) is a great way to take a look at the broader scope of your site's reputation. Domain authority is your website’s search engine score — out of 100 — which significantly determines how well you will rank in search engine results. Maintaining a high score will ensure you are in good standing with search engines like Google, making you more visible to those searching for your products and services.
What determines your score?
Although there are many of factors behind what determines your Domain Authority, but it can be boiled down to age of your site, its popularity, quality and size. If you are a brand-new site, you’ll start at zero, and as you establish an online presence, that score will grow. Popularity is determined by the keywords in your site’s content as well as how many times your domain is linked to by other authoritative sites. And, of course, larger sites with quality content and prestige pull more weight.
How can I check my score?
There are a handful of tools you can use to keep tabs on your Domain Authority. To check on your website’s score, type your URL into the following sources:
How can I fix mine?
Domain Authority is difficult to influence directly. The best advice is to continually work on improving your site’s overall Search Engine Optimization (SEO), particularly obtaining more links from other sites, and check its performance, such as how fast your website loads.
What is Page Authority?
Page Authority (PA) is also a score ranked out of 100, but instead of measuring the strength of an entire domain, it only measures how a specific page ranks in search engine results. So, while your domain ranks a 50/100, your About Us page may rank a 48/100. This single page score uses a similar blend of metrics as Domain Authority.
Domain Authority has become a viable standard by which to measure the ranking strength of your site, making it an important number to keep an eye on. Your digital marketing strategy should always be working toward improving your score, whether it be monitoring your keywords, linking your site to others, or producing quality content.
404 — These occur when a visitor has clicked on a broken link, leading them to a webpage that no longer exists. Google doesn’t like 404 pages and will count them against you in search results.
Solution: Be sure to log in and review your site’s Google Search Console for broken links and check all of the links on your website every now and then to see that they all function as intended. When you do come across one that leads to a 404, you’ll have to fix the URL, or remove it from your site all together.
500 — You’ll see this when the web server hosting your website encounters an issue, usually when it is experiencing a high volume of requests.
Solution: First, try reloading your browser, clearing your browser’s cookies, or waiting until web traffic clears. If you find that this error is occurring frequently on your site, check with your website host and consider a new provider with improved service. If you are a JTech customer, that would of course, be us.
403 (Forbidden) & 401 (Unauthorized) — The link you clicked may be directed toward authorized users only, or has specific permissions, such as an employee portal, or the login attempt has failed.
Solution: Clear your cache and reload the webpage. If a site visitor without a login experiences this error, ask them to show you the URL they accessed the page from. You can check for misspellings, but also make sure it has an extension (such as .com, .net, .html, etc.). If the link to this login page was accessed from an external source, such as an email, it is possible it was pasted incorrectly. For JTech customers, if you were to ever see this error, contact us.
408 — This is a Request Timeout error, which means the request you sent to the website server (e.g. a request to load a web page) took longer than it was willing to wait. Your connection with the website timed out.
Solution: If you or your site visitors are frequently experiencing this error, your website host may not be handing the amount of traffic you have. As with all of these more technical errors, the best fix is to consider upgrading to a hosting service that can handle the number of visitors you have on your site. For JTech customers, if you were to ever see this, contact us.
502 — Another sign of a server being unable to handle your site’s traffic. We see this error a lot with those who have a commodity hosting service that can’t handle website requests in a timely fashion.
Solution: This error will clear once traffic decreases, but again, a persisting 502 error may require researching a better hosting service for your website needs. For JTech customers, if you were to ever see this, contact us.
We hope this compilation of errors comes in handy when you next see one. Although some are due to things out of your business’s control, such as poor internet connection, it is good to know what is going with your website so that you can stay running and available to your customers 24/7.
Keep your website up to speed as markets and competitors change.
In order to better reach this influx of potential customers, our team is working on a new, modern Venture West Realty website. Our team is confident that the development of a new map and listings page can make it easier for potential buyers to find properties or explore amenities in the surrounding neighborhoods. Aside from being new and mobile-responsive, the site will also carefully address sellers and buyers as well as emphasize the relationships Venture West builds with their customers, their integrity as people, and their experience in the local real estate market.
After their new site is built, Venture West will be well-positioned to serve those looking to sell or buy homes in the area. It is always important to stay in stride with your industry as it changes, as it will help you better target shifting markets as well as meet your competitors head-on.
Save time on multiple social media platforms with this free distribution tool.
Social media integration — Hootsuite supports integration with Twitter, Facebook, Google+, LinkedIn, WordPress blogs, Instagram, YouTube, as well as app integration with other networks you may use for work, such as Pinterest, Trello and Constant Contact. To add a network, simply provide Hootsuite with your login credentials for that platform, and you can post to all networks from a single interface.
Schedule & customize posts — Hootsuite’s scheduling tool allows you to post immediately, schedule posts to publish at a specific date or time, or make use of their AutoScheduling tool. AutoSchedule schedules the post for that same day, but will automatically calculate the time slots at which it will reach the most people. You can also customize each post per platform, if you wish.
Measure your success — Hootsuite will draw analytics data from all your social media sources into one digestible spreadsheet so that you can manage your success without five different browser windows open, trying to compare different graphs and data against each other. Hootsuite allows you to select the social platforms you want to pull data from, and compiles it into reports that you can edit to your needs.
Team collaboration — With a Hootsuite Business or Enterprise plan, you can add multiple team members, and edit access per user. While some employees may have free range, others may need to get posts approved by a manager before the post goes live. More than one person can manage your company’s social media — even from separate offices — and be on the same page.
Hootsuite is a great tool to consider for any business managing more than one social media account. They offer a variety of plans according to your business needs, including a Limited Free Plan, to get you started and a 30-day free trial on any paid plans. From scheduling a single post across many platforms, to pulling analytics on your progress, the software compiles a laundry list of tasks into a single, streamlined interface, leaving you with more time to manage other parts of your business.
Montana Moulding and Sign Supply has been doing business in the Northern Rocky Mountain region for 30 years. From their home base in Billings, MT, they have grown to be one of the premier wholesale sign supply and picture frame material distributers in Montana, Wyoming, Idaho, North Dakota, South Dakota and parts of Canada.
JTech has had the pleasure of working with Montana Moulding for many years, most recently on a website overhaul. This new site includes sweeping imagery of Montana with an image rotator on the home page, a monthly specials section where they can highlight specific products and an area for announcements. Because they are a wholesaler, and serve photo and sign retailers, there is information about opening an account with Montana Moulding as well as a sign in page for current customers. When signed in, customers can view a list of their purchase history and reorder products they commonly need to restock. There is also a quick order option, where items can be added from a search field located by item number, and a site-wide product search. All of these features allow a customer to very conveniently find and purchase items so that they can restock their inventory with ease. We had a great time working on this project and hope that this new website will serve Montana Moulding for years to come.