The Lazy Man’s Guide to Autoresponders

Businesses send emails to their users on a daily basis. It’s simply the way of life in the digital age. But most email marketers aren’t taking full advantage when it comes to using emails to generate leads.

Marketing expert Chris Hexton of Vero says, “About 75% of businesses are missing out on the email marketing sweet spot.” He notes that while newsletters have an open rate around 20%, transactional emails – or trigger-based welcome emails – have an open rate of around 50% and are over 100% more effective when it comes to open rates, click-through rates, and conversions.

So how do you take advantage of this sweet spot, exactly? You use autoresponders, of course.

What Are They and What Can They Do?

An autoresponder is a sequence of trigger-based emails sent to subscribers at different predetermined intervals. There are typically a few different creative ways to use an autoresponder to generate leads or promote your products or services. These can include (but are not limited to):

  1. Mini-Course or Welcome Course – This is a series of emails that teach your subscribers about a certain aspect of your industry or more about your specific product or service.
  2. Paid Course – Similar to the mini-course, this is a more in-depth series that informs subscribers about a technical aspect of your industry, product or service.
  3. Content Promotion – This is a series of emails that introduce subscribers to important content you’ve already produced or are currently producing on your blog or media channels.
  4. Affiliate Promotions – This is a way to promote affiliate products and promotions, and can be helpful for cross-promoting and upselling your own content, product, or services as well.
  5. Demos and Social Proof – This is a series of emails that help your current subscribers see the benefits of your product or service on an ongoing basis.
  6. Newsletters – This is another source of automated content that can inform or educate your subscribers in addition to a blog or mini-course.

What’s nice about autoresponders is that you can take your audience through a sequence of emails without doing any work, since you’ve already written the emails beforehand. As you can tell, there are plenty of creative uses for autoresponders, depending on your audience and needs.

But which type (or types) of autoresponders will work best for your business? Well, that will depend on the benefits you want to get out of them.

How to Choose the Right Autoresponder Type

The main goal of an autoresponder is to move users deeper into your sales funnel. But before you create a single email, you have to understand your end goal.

If you simply want to sell products or services, you’ll probably have a different approach to autoresponders than someone who wants to create brand loyalty or be seen as experts.

Do you want to sell a product or a service? A welcome course, an affiliate course, or a series of demos and social proof may be your best option to help newcomers understand the benefits of using your business.

Do you want to establish a long-term relationship? Consider creating a content series for blog posts or establishing a great mini-course that helps subscribers stay connected to your business.

Do you want to be seen as an industry authority? Consider doing a paid course including valuable industry information to show off your expert status.

If you want to do all three, you certainly can. There’s really no limit to the ways you can use autoresponders. The only thing stopping you is, you know, actually creating them.

So how do you quickly and easily create your autoresponder series without spending too much time and energy? Well, here’s what you need to know.

Quickly Create Effective Autoresponders

There are plenty of email marketing companies out there that will more than happily help you create your autoresponders, such as MailChimp, AWeber, Active Campaign, and more. But even if you have a marketing company doing the actual sending, you’ll still need to actually create the autoresponder content and design.

Here are a few tips and tricks to creating effective autoresponders in no time.

Start With a Strong Editorial Calendar

Having an outline of your course and/or a well thought-out editorial calendar is the key to success. Start by planning how many autoresponder emails you want in your series (three to six emails is a good guideline) and then create an outline of each email including subject lines and descriptions.

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AWeber provides several editorial calendar templates and outlines you can use to help you through the process, or if you really want most of the work done for you, check out Dusti Arab’s six-week autoresponder template.

Set a Balanced Schedule

You’ll want to set a schedule for your autoresponders that is both effective (as in, there’s enough emails being sent to actually get a high click-through rate) without being overwhelming for your subscribers.

Mini-courses and welcome courses are often sent on consecutive days over the course of a week, or sometimes once a week for a certain period of time (usually no more than six weeks).

Other types of autoresponders can be tailored to the needs of your audience, but generally speaking, once or twice per week or once per month is probably enough for most people. Just be sure to track your open rates and unsubscribe numbers to ensure that your audience isn’t overloaded.

Choose the Right Subject Lines

The subject lines of your emails are extremely important when it comes to open rates, so you’ll want to start by coming up with some good ones. The folks over at Creative Live have some tips, including:

  1. Make a Promise: “You’ll Double Your Blog Readership with These 10 Tips.”
  2. Highlight a Benefit: “Learn to Write a Headline Your Twitter Followers Actually Click.”
  3. Appeal to Your Reader’s Emotions: “Why I Gave Up Thousands of Blog Readers and Started Over.”
  4. Appeal to Your Reader’s Curiosity: “The Reason No One Comments on Your Blog Posts.”

Develop Great Content

If you already have blog content, half of your work is done for you. But if you’re starting from scratch – and you’re not a writer (or nobody in your business is a writer) – consider hiring a professional copywriter to produce materials for you. Nothing says, “We don’t know what we’re doing” like poorly written copy, so make sure the words you put out there reflect the high standards of your business.

But if you do plan on doing it yourself, Nathalie Lussier over at Ambitionally has a helpful content walkthrough for creating an effective series.

Include Social Proof and Credibility

Your audience wants to know that the information they receive from you is coming from experts and not amateurs. The key to an effective autoresponder is to include some type of social proof, like a testimony or personal story in every email to keep your audience connected to your business on a personal level.

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Optinmonster has some suggestions for choosing the most effective social proof.

Make Your Designs “Pop”

While your content is the star of the show, you don’t want to have people ignore your fabulous content because the email itself is ugly and hard to read. Jason Amunwa over at Digital Telepathy has some suggestions for developing beautifully designed HTML emails, including how to deal with certain types of images, text, and calls to action. Litmus also has some great tips, including utilizing a mobile-friendly layout and more.

Segment Your Email Lists

Finally, you’ll want to make sure you’re not sending your autoresponders to everyone on your subscribers list. Your goal should be to break up your email lists to target audiences that would most benefit from your content. Why? Well, according to Lyris Annual Email Optimizer Report, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue.
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Having segmented email lists also means you can send out as many types of autoresponders as you want, essentially ensuring that your whole audience is moving down your sales funnel with minimal effort on your part. And if you’re looking to save as much time and energy as possible, minimal effort is a beautiful thing.

How to Deal with Clients That Aren’t Designers (But Think They Are)

Look, you’ve spent years honing your craft, learning the tricks of the trade, and working hard to set yourself apart from the competition and make a name for yourself as a real expert in your field.

That’s why it can be particularly frustrating to encounter a client that doesn’t see you that way – or, at the very least, thinks they can do what you can do without half the training or talent.

Sure, they appreciate your portfolio and they know what you have to offer is probably better than what they can do. Yet whenever you send your designs for approval, they always have something to tweak. There are always one or two things they want done differently.

That’s when you politely remind them that there’s a reason for everything you’ve done, and changing it would significantly impact the work as a whole.

But what happens if they insist that you make changes, even though you know those changes will ruin your work?

Well, there’s good news and bad news…

The Good News: You’re the Expert

There’s a reason they hired you, and it’s because you know what you’re doing. The trick is convincing them that you see a perspective they might have missed.

Be Prepared

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Source: BoredPanda

Make sure that every time you present your work, you’re fully prepared. Common issues that come up with design work in particular include logo sizes, choice of fonts (anything but Comic Sans, please), and content location.

The best thing you can do is to have a solid explanation for why you chose the size/font/placement that you did, and include those reasons when you submit your work. Sending a file without context is simply begging for unwanted commentary.

Don’t forget that designs get passed around too, and clients may not always include your explanation when they share your proposals with others. Be ready to rehash your reasoning as many times as possible, if necessary. Yes, it’s annoying, but it may save you from having a major headache later on in the process.

Choose Your Battles

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Source: Smashing Magazine

Remember, when it comes to their business, your clients are just as protective of their creative vision as you are of yours. Your clients are not the enemy. They’re coming to you because you know what you’re doing, so you want to make sure you present yourself as an expert without belittling their approach.

If changes they suggest aren’t absolutely vital to your design aesthetics or aren’t time consuming to make, you can let your clients win. If, however, you find yourself fighting the urge to vomit when you think about tweaking your design, stick to your guns.

Act Like An Expert (But Not A Jerk)

Sometimes “sticking to your guns” will mean telling the client that their ideas are terrible, which may or may not go over so well depending on the client. But there are a few ways you can frame the conversation so that you both walk away winners.

#1. Reframe their concerns to solve a problem. Every client has an underlying reason they want a project done a certain way; maybe they have a specific audience or goal in mind. Assure them you really are acting in the best interests. Let them know that you were really listening during their proposal, you’ve done some research of your own, and according to that research, your approach may actually improve their desired results. If you really want to go the extra mile, have some studies on hand that back it up.

#2. Make sure to include them in the process. You’re an expert in your field, but they’re also experts in their respective fields. If they have certain colors they want to use or content they want to include, do your best to incorporate what they want it in ways that work for you too. Again, if something they suggest is just too far out there and you simply can’t make it work with the current project, suggest another project or solution and help them understand why it won’t work with the current design.

#3. Use the right language for the right situation. Telling your clients that they’re terrible people is a lot different than suggesting that a design strategy may not work as well as they’d hoped. But it’s incredibly easy for frustration to turn an innocent suggestion into an actual insult. Remember that words can start wars as easily as they can solve problems, so choose your words carefully. (Mike Michalowicz over at Amex’s OPEN Forum wrote a great article about using the right language with difficult clients.)

The Bad News: The Client Is “Always Right”

Of course, at the end of the day, what really matters is what the client wants. As much as you’re an expert and a highly valuable member of the team, they’re the ones writing the checks, so what they say, goes.

But what happens if you just can’t come to a feasible solution that works for both you and the client? Well, you may either have to do a little conflict resolution, or you may have to straight up dump them as a client.

Handle Conflict Like a Pro

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Source: Millo

The absolute best thing you can do is to remain as professional as possible. No matter what, keep your cool.

Let’s say the worst has happened and you’ve done hours of work only to have the client reject everything and ask you to start over. Maybe you’re even willing to do so, but when you tell them how much a new design will cost, they freak out. The last thing you want to do is add fuel to the fire by blaming others or being rude.

Listen to what they have to say, admit any faults from your end, offer any alternative solutions you see, use positive language, and if things get really heated, walk away.

Not only will keeping calm potentially save your relationship with the client (should you choose to continue working with them) but you’ll also save your reputation in the industry over the long haul.

Make Your “Dear John” Sweet But Swift

Of course, having a high level of professionalism on your end doesn’t mean that the client will respond with the same attitude.

Sometimes clients will come to you because you’re just another creative type who can get things done, and not because you specifically have skills they want. If you can’t do what they want, they might throw a fit or – worst case scenario, decide to withhold payment or otherwise make your working relationship a living nightmare.

If things just aren’t working out the way you’d like, you always have the option of walking away. Here’s what to keep in mind while doing so:

#1. Finish any work related to your written contract or verbal agreement. The last thing you want is to get sued by a vindictive client who paid you money to do a project you didn’t finish (at least finish from their perspective). Make sure that you’ve fulfilled any obligations that you signed up for, or that you have an escape clause in the contract that you signed before you start working with them (an ounce of prevention…).

#2. Set a firm “leave by” date and stick to it. Let your clients know that you’ll be moving on and that they can expect to receive any remaining files from you by a certain date.

#3. Try not to burn a bridge (if at all possible). If you can, include a few positive statements in your “Dear John” email about why you liked working with them and let them know that you’re available for other work in the future (if you’re open to that, obviously). Remember that referrals are a great source of business, so if you can salvage the relationship professionally, do so.

Final Thoughts

Dealing with clients can be tricky, especially when they feel like they can do your job as well as you can. But remember that you’re the expert and you know what you’re doing, and they’re coming to you for your design prowess.

If the time comes where you need to convince a client that your way is best, remember to backup any suggestions with resources, use positive language, offer alternative solutions, and try to incorporate their ideas as much as possible (without sacrificing your time and talent, of course).

If things just aren’t working out and you simply need to move on, be professional, be quick, and don’t burn a bridge unless absolutely necessary.

Why You Might Want to Ditch Your CMS If You Have THIS Client

Stop us if you’ve heard this one before: “Can you build me a website?”

If you’re a web developer or designer, at some point in your career you’ve probably been asked to build someone a website, whether it’s a high-paying client or your mom’s neighbor from down the street. If you can build it, they will come.

The go-to solution to building said website is usually to choose whichever CMS you’re most comfortable with – WordPress, Drupal, Joomla, etc. – and start building from there. After all, that’s what CMS is designed for: building websites with ease.

But, depending on whom you’re building the site for, a CMS may not actually be the best choice. In fact, depending on the client’s needs, you may want to consider building a static site instead.

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SSG vs. CMS

CMS platforms, like WordPress and Joomla, are popular for a reason: they’re multi-media friendly, SEO-friendly, and most importantly, contributor-friendly, at least for the non-technical folks out there.

But, static sites have many benefits that a CMS can’t offer, especially for devs and designers, like lower development costs, simpler hosting, greater security and markdown support.

The best part about static sites is that you can use a static site generator, such as Jekyll, to help you manage your site – which is similar to using a CMS but with more access to the code – but you can also build a static site on your own using a handful of HTML files, too. This, along with the other benefits, makes static sites a great alternative to using a CMS, especially for devs and designers.

Static sites may also be helpful for certain clients, too, depending on their needs…

Which Client for Which Method?

At the end of the day, building a website isn’t really about what you want, it’s about what the client wants. Unfortunately, clients don’t always know what they want, or sometimes what they want isn’t the best option. That’s why it’s important to know which clients might benefit most from a static site and which should probably stick to using CMS sites.

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Clients that Benefit from Static Sites

Here are the types of clients that should probably let you build a static site for them:

They’ve put you in charge. If they want nothing to do with the website and are more than happy to pass off the management to you, then you might want to consider creating a static site. If they’re not messing around with the code, you might as well have full control. Nothing lets you do what you want easier than a static site, because you can hand-write anything you need directly into the text editor quickly and easily.

They don’t plan on updating the site often. Maybe they’re just using their website as a virtual business card, or they don’t have content that frequently changes. If this is the case, using a full blown CMS to build a simple, unchanging is a waste of time and energy. A static site will give them everything they need with less hassle on your end, especially if you do decide to use a generator.

They’re bloggers who know what they’re doing. Static sites are great for bloggers, even if the CMS (cough – WordPress – cough) holds a fair share of the blogging market when it comes to advertising. Static sites have less security issues and generally load much faster than CMS blogs, which makes them great for traffic. The only caveat is that the blogger must know how to work in a SSG, or at the very least know how to pass things off to you to get posted.

They’re have a limited budget. If they don’t have the money to spend on developing a fully hosted, fully CMS powered site, then a static site is seriously the best bet for saving them money. That also means that more of their money is going to you and not the CMS.

If your clients fall into any of these categories, consider switching them from a CMS to a static site and save yourself some hassle.

Clients that Benefit from CMS Sites

Of course, not all of your clients will fall into those categories, which means that you might want to stick with a CMS – or at the very least use a static site generator instead of hand-coding – if your client is like this:

They’re bloggers who don’t know what they’re doing. While there’s a big case for using static sites over CMS for blogging purposes, most bloggers are not expert-level developers and designers like you. If they want you to build the site but they plan on managing it afterwards, a CMS may be a better option since it gives non-technical people the upper hand.

They need a large site or blog with frequent updates. If the blog or website is large – like enterprise level with many pages and complex site structures – then a CMS will save you more time than having to code a static site. Plus, if you have to be in it making changes every day, you don’t want to dig around code, because there are CMS plugins for that.

They have a need for dynamic applications. If they really, really want “cool” features on their website like Disqus for comments or specialty plugins for different functionality, there’s probably no way to get around using a CMS.

They have the money, but not the time frame. Building a website is always going to be expensive (for a good website, anyway), and if they want something good, they should be able to pay for it. If budget is of no concern but they need a quick turnaround on a big site, then a CMS is probably a better option.

If your client falls into these categories, your best solution is probably to stick with a CMS, since they tend to be easier on non-devs and designers.

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How to Suggest Static Sites to CMS Clients

So what happens if you’ve figured out that a static site will benefit your client more than a CMS, but your client absolutely insists on using something like WordPress, because it’s all they know? What’s the best way to suggest an alternate option?

Reassure the client that you’re after the same goal. They know their objectives better than you do, so make sure to listen and ask plenty of questions first before you start giving your opinion.

Speak like an expert. They’ve come to you for your expertise; don’t be afraid to speak with expert authority. Tell them that you’ve assessed their situation and their goals and you feel the best solution might be to use a static site. If they’re not sure what a static site is, explain it to them the best you can in non-technical terminology.

Present the benefits. People want solutions that help them move forward, so instead of arguing about why a static site is better than a CMS, tell them what makes static sites so great and how those solutions will help them achieve what they want. Especially tell them if using a static site will save them time and money.

Have a plan in place for building the site. People can be wary of anything that sounds too good to be true, so if you’re going to suggest a switch for their website, show them that you’ve really thought it through. Have a plan written down for timeframe, needs, requirements, and options for SSGs should they choose to use one. Show evidence of other static sites you’ve built with success, if possible.

Be professional. Above all, don’t start arguing with the client. Even if they know less than you about static sites, they’re still the ones in charge. If they decide to use a CMS, just work with it or point them to another dev or designer who can help.

12 Pre-Fill Tools You Can Use to Improve Form Conversions

If you’ve been on the Internet for any length of time, you’ve probably filled out a form.

It’s inevitable. Forms are everywhere – from online shopping, subscribing to blogs, and even logging in to your favorite sites. And if you’ve spent any amount of time filling out a form, you know that they are seriously tedious.

But that’s where you – the developer and/or designer extraordinaire – come in. Your job is not only to make those forms functional, but also to get users to actually want to fill them out.

One of the best ways to do that is by making forms as fast to finish as possible. Enter scene: pre-fill.

Also called autofill, this tool allows user information to be automatically populated on your form, so that users don’t have to waste time filling in standard details like name, email, or home address.

Pre-fill can also store more sensitive data like credit card information for quick checkout using e-commerce forms. While this can pose some inherent security risks, some users still prefer to have information at the ready for forms and other data-heavy processes.

Whether pre-fill is used simply for remembering names and emails or more complex personal data, it’s still a great way to help users have a little fun amidst the tedium.

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Pre-Fill and Conversions

Of course, more importantly than fun, pre-fill tools are also good for conversion rates.

Studies show that up to 86% of users will leave a page instantly when they’re required to fill out a form. Part of the reason for such a high number of abandonment is energy preservation; simply put, users don’t want to spent copious amounts of time filling out forms.

One study actually tested the effects of pre-fill on social media forms and found that conversions increased by 200% when businesses allowed forms to be autocompleted.

Basically, the less you ask users to do, the more inclined they’ll be to fill out your form.

Pros and Cons of Pre-Fill

However, as we mentioned earlier, all of that hassle-free, conversion-boosting fun doesn’t come without its own set of risks. Here are a few pros and cons of using pre-fill features in your forms.

Pro: Browsers can be programmed to store information for quickest time filling out forms, which can improve conversion rates.

Con: Some browsers can be buggy, and often put the wrong data in the wrong fields. When that happens, users have to perform an extra step to delete the wrong data in order to put in the correct data. If you thought an 86% abandonment rate was bad before, then you’ll definitely want to run multi-browser testing before implementing pre-fill.

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Pro: Pre-fill can save passwords for quick login, saving time having to fill in form data every time a frequent user returns to your site.

Con: Pre-fill saves passwords, making them less protected (unless users have tools like LastPass).

Pro: Address validation can be a big plus for forms with pre-fill enabled, like e-commerce sites (think Amazon). This is especially helpful for users who might not remember their postcodes, because the validation tools fill those fields in automatically. Other features like geolocation can be helpful both for e-commerce and other sites that require a location.

Con: Address validation might be buggy and input the wrong information (see above).

Pro: Search engines often use pre-fill to allow users to select the most popular searches, and shoppers who use internal search are six times more likely to convert.

Con: The quality of search results affects a searcher’s ability to find what they want, so unless the pre-fill does a great job of finding results, it most likely will have minimal effect on search.

There are many different ways to apply pre-fill to forms to achieve the desired effect, but the biggest concerns to watch out for include safety concerns for saved passwords and buggy browsers that input the wrong data. So if you’re going to use pre-fill, make sure you’ve tested on multiple browsers and that you have a protection system in place for keeping passwords secure.

Another important thing to keep in mind when it comes to pre-fill tools is that they aren’t naturally accessible for many users, especially those using mobile or older browsers that don’t have extensions to help autocomplete their forms.

Pre-Fill Tools

But let’s get into the nitty-gritty of why you’re actually here. If and when you do decide that there are more pros for your users than cons, here are a few ways you can incorporate pre-fill tools into your forms.

HTML Form Autocomplete

This pre-fill attribute can be incorporated into your form’s code to trigger a browser’s natural autocomplete function. Just make sure to do some extensive cross-browser testing to ensure your forms work across multiple platforms.

Form Filler

This is an extension for Chrome that lets you fill in forms with dummy data. While not useful to your users, it will help developers test form functions and pre-fill features without having to go live first.

Form Auto-Completion Tool

GitHub has another tool for inputting dummy data quickly for testing purposes. According to the website, you can run this simple JS code by using Scratchpad or in a console.

Google Developer’s Autofill

This site will help developers implement Google’s Autofill add on for Chrome. It has a set of autocomplete attributes to help control how the browser will populate data for your users. They also have an autofill feature for Firefox, too.

Other Chrome Pre-Fill Add-Ons

Besides Google’s Autofill extension, there are several other browser add-ons you can use that are designed specifically for Chrome:

Final Thoughts

Pre-fill tools can be a great feature to add to forms in order to help users actually fill them out. Some of the places they can be particularly helpful include e-commerce forms or those that require a user to constantly login, like social media or membership sites.

One of the primary concerns surrounding pre-fill is the need for security, so you’ll want to make sure any browser extensions are encrypted and that passwords are stored securely using appropriate password management software.

You’ll also want to test any pre-fill forms in multiple browsers to prevent bugs, but you can use tools like Form Filler to populate dummy information for easy testing.

But don’t forget that pre-fill has the potential to significantly increase conversions and help users follow through on registering for accounts, events, and more.

The Quickest Ways to Modify and Optimize Your WordPress Themes

Do you remember the good old days when creating a website meant spending countless hours coding everything from scratch? Of course not, because you’re a WordPress developer, which means you have access to themes.

The great thing about themes is that they come pre-packaged with thousands of lines of code someone else spent time developing, which is truly life saving when it comes to time management. The downside to themes, however, is that someone else created them, so if the theme doesn’t match up with all of your needs, you’re going to have to put in a little extra work.

But the great thing about WP is that you don’t have to sacrifice your precious time to customize and optimize those themes. In fact, depending on your needs, there are several quick ways to make sure your theme has everything you need.

Pre-Optimization Cleanup

Before you really get into the nitty-gritty of optimizing your WP site, you can save quite a bit of time by going through your out-of-the-box theme and cleaning it up. (Actually, you can do this at any time of the process, but it’s arguably more helpful before you start working on a new theme).

Clean Up Messy Code

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Developers and programmers have a reputation of using messy code. But, to be fair, they often have a lot to do in a short period of time, and going back through hundreds of lines of code isn’t always on the agenda. It’s a “code first, ask questions later” sort of approach, which saves time but isn’t always the most productive in the long run.

Messy code in your theme can make it harder once it’s time to modify major sections of the site. Messy code can be anything from mixed coding styles, spaghetti code that can only be understood by the original creator, or unextendable code that just doesn’t play well with others.

Some things to look for when it comes to cleaning up code – even in a fairly clean, freshly downloaded theme – include hiding unnecessary or unused shortcodes (the good news is there’s a plugin for that), unwanted media (another plugin), and underused tags (did we mention there’s a plugin?). You can find more easy ways to cleanup areas of your theme at wpmudev, too.

You should also continue cleaning up your code as you go along, especially if you’re one to leave yourself comments or pieces of code that you plan to come back to later (but eventually forget about). At some point you should revisit your style.css file in your Theme folder and do some stylesheet housekeeping.

Ongoing Optimizations

Of course, once you start getting into heavier modifications to the site, you will inevitably wind up with more stuff than you really need on your site’s backend. All of the clutter can really bog down your overall speed, so the best way to optimize your theme is to get rid of all the extra stuff that came with it (or that you added).

Hide and Remove

A few immediate things you’ll want to remove include unused plugins. While you’re bound to keep a few around for functionality (and to clean up your code, don’t forget), there are just some plugins that you will have test driven with unsuccessful results. Ditch them as soon as possible.

Like we mentioned above, you’ll also want to remove any code (shortcodes, tags, etc.) that doesn’t add value to your site. You can use plugins to take care of them quickly. But you should also consider removing things like certain elements from your headers and even old themes that you’re keeping around “just because.”

In terms of usability, you can also hide parts of the dashboard or the visual text editor to give yourself a more seamless coding experience. Basically, if you don’t really need it, find a way to get rid of it. For things that build up over time like new code or plugins, like your mom used to say – if you’re done using it, put it away.

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Source: WP-Optimize

Optimize Images

Images are a major part of your site, and not to beat a dead horse, but they’re important to your usability. But WP doesn’t always optimize images as well as it should.

For example, WP often adds layers of compression to their images. So, if you’re using the internal image editor to crop or edit a picture, the resulting image will be saved multiple times. Those images will also include their own attachment pages that quickly eat up space on the server if your site is image heavy.

One way to optimize is to pre-compress and crop images (using free tools) before you upload them. You’ll be saving yourself time later on when you’re trying to figure out why your site isn’t running as quickly as it should.

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Source: TinyPNG

Matteo Spinelli’s Cubiq.org blog also has some suggestions for practically handling images and removing attachment pages, among other things. And don’t forget that there are plugins that can help with a variety of optimization needs to save time.

Backup and Upgrade

Of course, one of the most absolutely essential components to optimization is backing up all of your data as you go, and then cleaning it up periodically as extra data piles up.

Again, there are plugins that can help you backup your database with little to no effort on your end.

Your database will also accumulate unnecessary data over time from things like revisions, spam comments, or even data from plugins that you’ve removed. All of this data can really bog down your site, so after you’ve made a backup, consider using plugins like WP-Sweep or WP-Optimize to remove the excess.

And you should always make sure that your site is running the latest versions of your theme as well as your plugins. You can easily update each from your dashboard, so that’s a no brainer.

Ongoing Modifications

Finally, at some point you will probably need to make some larger tweaks to your site. If you’re working with a child theme in particular, you’ll probably end up creating additional styles and hooks. While all of that will still take time and energy, there are ways you can optimize to keep your expenditure at a minimal level.

Customization

There are generally two types of developers: one that likes to code everything by hand and one that likes to use editors and plugins to help. If you’re of the latter persuasion, you can always use WP’s built-in customizer API to give you a visual representation of the changes you’re making.

Before you go saying, “Well, duh!” you should know that there’s also a tool available that will help you take advantage of the customizer’s advanced features. Last year Redux and Kirki combined forces to create a framework that works fully in the customizer, giving you much more bang for your buck.

And if you still want to hand code, you can always use plugins like Simple Customize or Simple CSS to aide in your endeavor.

Switching Themes

Of course, there may come a time when your site is ready to move to an entirely new theme, which is a hefty task, but it doesn’t have to take as much time as you think.

Using plugins like All-in-One Migration or Duplicate, you can fully export/import your database, media files, plugins, and theme options. If you don’t mind paid options, you can also go with something like WordPress Theme Switcher.

But whatever method you choose, just make sure to follow all of the above tips by backing up your site, making sure there’s nothing miscellaneous in your code, keeping your images optimized, and using the right plugins to assist the job (and getting rid of the ones that don’t).

Why Integrating Zapier with WordPress Will Save You Hours of Work

If you’re a busy WordPress developer, the last thing in the world you need is to waste time fiddling around with unnecessary applications, moving content around, or really doing anything besides, you know, developing.

Whether you’re freelancing your services or working for an agency, time is your most valuable asset. So how do you maximize your time while minimizing your effort?

One word: automation.

Automation

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Creating a workflow is essential to managing your tasks, and automating that workflow is essential to making sure you have enough time to do the things you need to do without pulling out your own hair. That’s why many developers choose to use Zapier, a popular web automation app.

Zapier allows you to integrate different apps together to complete certain tasks – or, as Zapier calls them, “zaps”.

These zaps create automated processes that allow you to set certain rules and then leave them be. Whether it’s creating workflow notifications or having your content posted to the correct sites in a timely manner, there’s very little that can’t be managed by zaps.

Which Tasks Should You Automate?

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Now, there are some tasks that really can’t (or shouldn’t) be automated and need your keen eye in order to complete, but for everything else, there’s a zap for that. So what falls in the category of “everything else?” Well, basically anything that needs to be done that you don’t want to waste time doing manually.

Social Media

Whether you’re marketing your own services or managing an account on behalf of a client or agency, social media requires a lot of attention, especially on sites like Twitter that need constant updates. If you’re not the type of person who enjoys spending time tweeting and retweeting, crafting media-friendly messages, or logging in and out of sites like Facebook on a daily basis, Zapier is your friend.

If your site involves written content of any kind – blog posts, Facebook posts, status updates, RSS feeds – consider pairing your site with apps like Buffer that automatically handle publishing and posting them to all the necessary channels. Alternatively, you can release posts on individual channels and have them automated, which works well if you only have one or two social accounts to manage.

Spreadsheets

Spreadsheets are another major hassle for anyone trying to sort through a massive amount of information. If part of your job revolves around building things that collect data, like forms or subscriptions, then you already know that data has to go somewhere, and it’s probably not somewhere you want to think about again.

By integrating your WP site with apps like Google Sheets, you can save time dealing with all of that excess information. Sync your WP forms with Google Sheets to capture user data, and then pair Google Sheets with another app, like MailChimp, to organize that data for delivery.

Data Capture

You’ve probably spent some time working on tasks that are designed to capture data and generate leads, whether it’s forms, emails, or web pages. While creating those things often requires the wisdom of your experience, like building a lead gen form, for example, there are many tasks that can just as easily be automated.

You can connect your WP site to things like SurveyMonkey to collect user data for A/B testing, link your forms with posts or pages to upsell a service or product, or trigger a Slack notification for updates you’ve already made on the site (or posts that have already been published) to let team members know you’re ready to move on.

Project Management

When it comes time to actually buckle down on a project, having a good workflow in place is essential to productivity. But if you’re sketching out your workflow in a notebook or sending emails back and forth to track your timelines, you’re wasting time. Zaps can connect different tools to help you manage projects faster with minimal effort.

Try combining apps like Slack and Trello together with your WP site to create a seamless workflow that allows your clients to stay connected to the process without sending them countless emails. This is particularly effective if you’re also in charge of loading up content for delivery on a regular basis. You can also manage your projects using something like Basecamp and integrate it with DropBox so clients can share files right to your project folders without having to chase anything down.

Time Tracking

If you’re the sort of developer who needs to keep track of how much time you’re spending working on a site, you can (and should) be using apps like Toggl to track your time. But did you know you can also pair Toggl with WP?

Pairing a time tracking app or a project management service like Basecamp will help to keep all of your information in one place so you know exactly what you’re doing and when you’re supposed to be doing it.

Notifications

Notifications are a big part of being a developer, whether it’s letting your team know about the status of a project, letting a client know when something is ready for review, or informing your audience that a post has been published.

Integrating apps like Slack can help your team stay organized while you’re all working on the same site. You can also use apps like OneSignal to create push notifications, which are especially handy for deadline driven jobs.

Events

Oftentimes companies will create both internal and external events that they want to market to their audience (or their team). These can be anything from a webinar, class, or even a fundraiser.

By using apps like Office 365 or Eventbrite, you can instantly create posts about upcoming events that can trigger notifications for team members to do certain tasks, or you can create Google Calendar events for clients to know when something is taking place.

Final Thoughts

These are just a few ways you can integrate WordPress with other Zapier apps to save time. No matter your work style, saving time and energy will always benefit you in the long run by automating your workflow to simplify tasks and projects.

Consider automating tasks that are data heavy, like forms or spreadsheets, email campaigns, and social media posts. This way you can dedicate most of your time to actually doing the work you want to do.

You should also consider using Zapier to track hours and manage projects so you don’t have to watch the clock. The hours you save can be put to better use building your business and reputation.

And the faster and more efficiently you get things done, the better that reputation will be.

How to Build Efficient E-Commerce Checkout Forms

Forms come in many shapes and sizes, from the basic lead generation form that asks for a name and an email all the way to those pesky multi-step forms that will essentially require your entire life’s history to complete.

But somewhere in the middle is the e-commerce checkout form, which is a unique animal unto itself. But what makes it so special?

Checkout Forms vs. Standard Forms

Well, for starters, checkout forms carry a bit more weight than standard forms, mainly because they need to process payments and fees. A standard form, on the other hand, is typically there to gather information, usually in the form of a name and email and not much else.

This means that checkout forms come with their own set of challenges. Some of those challenges include:

Calculating Payments

Your checkout form will undoubtedly pull a price from somewhere, and usually it’s a shopping cart. Even if your form is a simple one for processing a single payment (like downloading an e-book or a single product), there’s still payment involved, which means that your form has some calculating to do above and beyond a traditional form.

Even after calculating the price of the shopping cart items, your form will also need to calculate shipping costs (which can fluctuate based on a variety of factors) as well as any applicable taxes associated with the products. And you’ll need to make sure that you’re processing all payments through a secure gateway, which is another thing that you never have to worry about with standard forms.

Shopping Cart Abandonment

One other big factor when it comes to checkout forms is follow-through. Because most people who subscribe using standard forms are only asked for basic information, the follow-through rate is usually pretty high. But this isn’t always the case for e-commerce checkout forms. In fact, the average shopping cart abandonment rate – or the rate at which people don’t finish their purchase – is at a staggering 68%. That means 1 in 4 people will not finish using your checkout form.

The reason why people aren’t finishing their purchases is surprising: it’s about transparency. Customers often complain that they have little to no information about the purchase during the checkout process, including shipping fees and estimated delivery dates. Also on the list? Usability.

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Basically, if a form isn’t upfront about the costs associated with the purchase, or the form itself is confusing and hard to use, people won’t bother filling it out. It’s those extra things that make a checkout form that much more harrowing for a designer or storeowner than a standard form could ever be.

So what’s the best way to overcome these challenges and create an efficient checkout form that customers will actually follow through on using?

Checkout Form Best Practices

To make sure that your users actually fill out your checkout forms, you’ll need to follow some best practices when designing them. Here’s a general rundown of things to include to make sure your forms are as efficient as possible.

Be Transparent

Like we said before, the number one reason people won’t use your form is a lack of transparency when it comes to prices. People want to see what’s in their cart, what their total cost will be (including shipping and handling), and when they can expect their product to arrive. Even if they’re ordering a digital download, you should still be upfront about when they can expect their download to be available.

Take a page from SodaStream’s book and include as much information as possible on your form’s landing page, even if you have to use multiple steps to do it (be sure to show the summary at the final step).

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Don’t Force Registration

One surprising reason why people may skip filling out your checkout form altogether is being forced to register for an account in order to purchase something. When it comes to usability, forced registration is actually a top complaint.

While accounts are a benefit to anyone ordering – they make tracking packages and reordering easier, for one – they can turn people off if they’re mandatory. The best way to handle accounts it is to give your customers the option to setup an account (or save the information they’ve already inputted) after the checkout process is complete.

Make Your Form Fields Clear

While it may seem like common sense that people would know what to input into any given field, you would be surprised how often the wrong information ends up in the wrong place. To improve usability, try to make your form fields as clear as possible by including microcopy – little pieces of text that give instruction – above or below your form fields to eliminate any doubt.

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Include Fewer Fields Where Possible

The age-old adage “less is more” holds true here. Because checkout forms already ask for so much sensitive information, it’s important that you only ask for the things you absolutely need. Of course, this information will be more than a standard form because you’ll need things like shipping and billing address, but make sure that you’re only asking for information that helps verify a purchase so that users can get through it quickly.

Use Visual Cues

Because checkout forms are typically longer than lead generating forms, they will probably come in multiple steps, which can be confusing for many users, especially if your customer base skews toward the older generation. The more visual cues you can give – big, bold, colorful buttons, arrows, bullet points, or even small images – will go a long way to helping customers get through the process with minimal effort.

Use Progress Indicators for Long Forms

Speaking of multiple steps, the best thing you can possibly do for your long checkout forms is to include a progress indicator showing exactly which step the user is at in any given moment. If you’re able, you should also include a “save” feature so that customers can come back at any point in the process. Not only is this great for usability, but being able to come back to a purchase without having to do extra work is a great incentive for fulfilling purchases (and counteracting that pesky abandoned cart).

Include Trust Symbols

Finally, one of the most important things you absolutely must include in your checkout form is a symbol (or symbols) of trust. Trust symbols show that the user’s information is safe from hackers and that they can rest easy knowing that you’re not spreading their credit card information to spammers. If you skip anything else on this list, don’t let it be this!

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Final Thoughts

Checkout forms may be a bit more complicated than standard lead generation forms, but that doesn’t mean they can’t be just as user friendly.

When designing or including these forms on your site, make sure to focus on elements like transparency and usability to eliminate the chance of abandoned carts.

Be sure to include only what’s necessary, and use visual elements like progress indicators, arrows, or images to guide your users through long forms.

And whatever you do, include trust symbols that show the user that their financial safety is your first priority.

9 Client Communication Tools for Designers and Developers

Working as a designer or developer is great when it’s something you’re passionate about, but that doesn’t mean it’s an easy job.

One of the biggest challenges is dealing with clients, especially if you’re working as a freelancer. But even if you’re part of an agency or larger organization, you still have to communicate with clients often.

If you have a relatively painless client, that might mean once a week, but if you have a more challenging client, that could easily be once a day (or more, if they’re micromanagers).

It’s easy for designers/developers to become overwhelmed by the level of communication going back and forth. How do you manage to keep your clients in the loop while retaining the majority of your sanity?

Well, we’re looking at a few helpful tips – and more importantly, tools – that are readily available to help out with all of your communication needs. Let’s dive in…

Get Out of Your Inbox

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One of the primary ways most creative types communicate with clients is email, which is an okay system if you hate being stuck in phone meetings. But the trouble with email is that sometimes wires get crossed: emails get stuck in spam folders or outboxes; people forget to hit “reply all” … The list of problems with email is unfortunately long, and it’s easy to miss something important in the chaos.

This is why one of the best things you can do is stop relying on your email inbox and use more collaborative software to help get your message across. This not only applies to simple things like asking a question or suggesting an idea, but using tools to share project proposals and previews of your work.

Here are a few great tools that can help you move outside of your email inbox:

ConceptShare

ConceptShare is a communication tool especially designed for creative types. It helps you streamline the review and approval process for any project, and it allows for online proofing with workflow automation, which means you can work with clients from one place without having to send a hundred emails back and forth.

InVision

InVision is web-based (and mobile) app that lets designers/developers turn their work into active prototypes with animations. Clients can provide feedback and comments directly on the site and track progress in real-time by looking at your to-do list.

Slack

Slack is a popular communication tool, and for good reason. It takes the best of email and live-chat features and combines them into one app that you can use on your desktop or mobile device. Aside from private messages you can also create collaborative boards around different projects or topics, which is helpful if you’re working with a larger team of people or on multiple projects with a single client at once.

Turn “Clients” into “Teammates”

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One of the most frustrating things about working with clients is dealing with someone who doesn’t understand exactly what it is you do. You might spend countless hours trying to explain to them why you can’t do what they want, or why it’s taking you so long to implement a certain solution.

While it’s easy to freak out about how much you need to communicate with your clients (time that could be better spent, you know, working on their projects), you can actually avoid much of that struggle by switching your mindset from communicating with a “client” to communicating with a “teammate.”

Clients are annoying bosses, but teammates are there to help and support you while you help and support them. If you’re feeling bogged down by a client’s level of interest in your methods, instead of pushing them away (or dropping them altogether), consider bringing them in as part of your “team” – even if it’s just for vanity’s sake.

Here are a few tools that can help you collaborate with clients:

Basecamp

Basecamp is a very popular web-based project management tool that helps multiple groups rally around a single project. Because the project is the focus, you can create a system where both you and the client are on the same page about various stages of the project.

Trello

Trello is another popular project management application system designed to break down projects into manageable “cards” that you can assign to different people. If you’re looking to create a collaborative team environment without worrying about being micromanaged (or needing to micromanage), Trello is the perfect solution. It also has the bonus of adding a visual element to otherwise technical projects.

Asana

Asana is a free project management tool designed to help teams track projects from start to finish. One of its best features is that it lets you see the overall progress of your project step by step, so your clients know exactly how long something will take without having to bug you about it.

Keep Track of Everything

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The best case scenario for a developer or designer is to have a client that gives you a generous deadline and then trusts you to complete your project on time – meaning that they don’t hassle you at any point during the development project. But not all clients are easy.

If you’re working with a client that checks in with you constantly, whether about hours or project specs, it’s to your advantage to be one step ahead of them. The best way to keep micromanagers at bay is to make sure you’re already keeping track of everything before they ask about it. The more organized you are from the get-go, the better you’ll be able to squash any fears or concerns your clients have along the way.

Here are three tools that can help you stay organized:

Funnel

Funnel is a simple CRM tool that helps you keep track of all of your client information as well as project specs and more. You essentially create a pipeline that monitors all your activity with your client, which is especially helpful if you’ve been working with a client for a long time and want a detailed history of your projects. If clients are constantly asking about projects you worked on months or even years ago, Funnel can help.

Timely

Timely is a scheduling and time tracking app that helps you keep track of how much time you’re spending on a certain client or project. This is particularly handy if you have micromanaging clients, you bill by the hour, or you have someone on retainer for a certain amount of billable time each month.

Wunderlist

Wunderlist is a to-do list tool that helps you plan your individual tasks, set notifications and reminders, and collaborate with clients so they can see exactly what you’re up to and when you’re working. The best part is that it’s available on both desktop and mobile so you can update it on the go. If you have clients who want to see the project laid out in detail, this will help.

Final Thoughts

Working as a designer or developer isn’t easy, especially when it comes to communication. But you can lighten that load using tools specifically designed to help you communicate better.

Remember that email isn’t your only option when it comes to communication. In fact, you may be significantly better off staying out of your inbox altogether and creating a workflow that provides more visual and team-based communication for your clients, especially if they’re prone to avoiding your emails.

If you deal with needy clients, you don’t always have to push them away; sometimes the problem can be solved by bringing them closer to the project and making them feel like a part of the team.  Try using tools that let clients follow along with your project workload on their own so they don’t have to waste your time checking in.

Finally, stay on top of micromanagers by creating an organized system so you always know how to respond to pesky questions and requests. The more work you do on your end to keep everything running smoothly, the less likely they’ll be to light up your inbox or phone with messages.

How to Tell If Your Marketing Campaign Needs a Microsite

If you have something to promote, be it a product or campaign, chances are you’re already in the process of putting together a marketing strategy. There’s even a chance you’ve come across a very scary word during the course of your planning: microsite.

But what it is? What does it do? And more importantly, do you need one?

For those of you still doing research, microsites are small websites that concentrate on a certain topic and often feature content developed by a sponsoring brand (they can look and feel different from the sponsored brand’s site, however).

They’re great for a number of reasons. One, they have the flexibility to integrate content and design in such a way that creates a focused, yet often visually appealing alternative to simply adding another page to your already bloated main website. They’re also great for targeting certain audiences or creating buzz around a certain product or promotion.

But if they’re so great, why doesn’t everyone use them all the time? Well, because while microsites are great, they’re not necessarily the right choice for every campaign or product.

So how do you know if you need one? Let’s take a look at some of the advantages and disadvantages to help you decide.

Advantages of a Microsite

Microsites can be a great choice for certain campaigns and products. If your product is new and needs a lot of explanation or audience testing, for example, a microsite is a great choice. There are many advantages to having a microsite as part of your marketing strategy.

Increased Interest

Microsites let you take something specific and put it out in front of your target market in a focused and detailed way to gauge interest levels. Not only are you saying, “Look at me!” but you’re also able to tell if your customers really want what you’re offering (hint: if they’re not coming to your microsite, they might not be interested). Campaigns or products that rely on market testing may be a great fit for a microsite.

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Creative Branding

If what you’re promoting is something unique, you may want to consider branching out from your sponsored brand and taking creative measures to market it. That can be hard to do with a traditional site, especially if your current site is heavy in CSS that you don’t want to fiddle with. Microsites, on the other hand, come with their own rules, meaning that you can design it to fit any branding guidelines. You could make it dramatically different than your regular site to draw a new audience, or you could keep it simple and sleek to highlight the specific product or campaign as needed. Either way, the possibilities are endless.

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Faster Development

If you have a product or campaign that’s seasonal or temporary, you might consider using a microsite, especially if you still want all the bells and whistles of a full site but don’t want to spend too many hours throwing one together. Microsites are fairly quick to build, they can be adjusted and tweaked with relative ease, and they can be taken down (or put back up) as needed.

Detail-Friendly

The great thing about microsites is that they allow you to include as much information as you need without weighing down your main site, which means that if your product or campaign is detail-rich, you’ll do well with having a small, compact site.

Cost Effective

If your product or campaign needs to be big but you’re not ready to shill out the money for expensive marketing tactics, a microsite is a temporary, cost-effective solution that can be reused when needed. They’re also particularly handy if you want something that looks professional but don’t mind a smaller, more focused approach.

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Disadvantages of a Microsite

Of course, you might not need or want all of those things. Maybe you’re required to stick within branding guidelines, or your product is fairly self-explanatory and having a whole site dedicated to it might overwhelm potential customers. There are plenty of reasons not to use microsites in certain circumstances.

Mixed Messages

One issue many marketers face with microsites is that they force users to leave a current site and jump onto a new one. While this can be advantageous in certain circumstances (as in, you really want your product to stand out), it can also be confusing for customers if not implemented properly. They may think your microsite is a pop-up advertisement or they don’t recognize it as a part of your site. A few ways around this would be to make sure that your branding is recognizable (even if your campaign is differently branded) and that they have access (links) to your main site.

Long-Term Costs

While microsites are fairly cheap to setup, they’re not always cheap to maintain. If your product or campaign is temporary, it’s not usually a big deal. But if you’re looking to keep up your microsite over the long term, it may actually backfire. As technology and SEO grows and adapts, your site – like any website – will need to be updated to keep pace with new tech. While you’re already spending time and money optimizing your main website, you’ll also need to spend resources maintaining all of your microsites too. Those expenses can add up if you’re not prepared.

Not Enough Information

Depending on how you setup your microsite, you may actually turn away customers if there’s not enough detail to include on your site. If you’re trying to market something where all the details can fit onto a regular landing page, creating a whole separate site to promote it may be a bad option. Because microsites lead customers away from your normal page, if you don’t have enough information there to keep people’s attention, you could be hurting your chances of them navigating back to your original page. If your details are sparse, stay away from microsites.

Do You Need a Microsite?

Microsites can be really great if you have the right product or campaign to promote, but they’re certainly not for everyone. Consider the needs of your marketing campaign. If your marketing campaign is short term (or seasonal), or it offers something unique that can handle plenty of attention without distracting customers from your main website, then microsites are a great choice.

You should also consider the flexibility of your current site. If your main site feels overloaded or doesn’t have a lot of flexibility when it comes to adding more than a few pages, you might want to consider creating a microsite.

If your current site has plenty of room to grow, however, and your campaign will be a long-term fixture of your company, you may want to consider keeping it a part of your current site and scraping the microsite idea all together. If you think an extra site will confuse your customers, or you don’t really feel the need to create a whole new set of branding for a single promotion, you might also steer clear of microsites.

But ultimately the choice is yours. If you don’t mind taking a risk, microsites are a quick and easy option to test something out, and if you (or your customers) end up hating it, no one is really worse for the wear.

Why Your Landing Page Color Scheme is More Important Than You Think

When you think about getting landing pages to convert, what comes to mind? A good design? Copy that grabs attention? A big, bold CTA button?

While those things are all important factors to improving conversion rates, there’s one aspect of your site you may be overlooking, and it could be costing you customers.

We’re talking about color.

Surprised? Don’t be. Improving conversions is all about persuasion. You have to convince visitors to become customers based on only a few elements of your site. The problem with our modern persuasion tactics, however, is that we often focus too much on numbers and statistics and forget that we’re trying to sway real-life human beings. As it turns out, one of the biggest influencers for human decision-making is color.

In fact, there’s an entire branch of psychology dedicated to finding out how color affects human behavior (it’s called color psychology), and studies show that when it comes to converting customers, visuals matter.

In a peer-reviewed study, Dr. Satyendra Singh discovered that it takes a mere 90 seconds for customers to form an opinion of a product and that 62-90% of that interaction is determined by the color of the product alone.

So what does this mean for you? It means that if you’re looking to boost your conversion rates, your color scheme matters.

Here’s what you need to know…

Choose Colors by Target Market

The human brain is designed to be a visual processor. It can digest visual information 60,000 times faster than plain text. This means that the colors you use on your landing pages will be instantly processed by your visitors, so knowing which colors will win them over is important.

But there are several ways you can go about choosing the most affective colors for your site. The first way is by assessing your target market, because different people process colors different ways.

Women Prefer…

In a survey on color and gender, 35% of women said blue was their favorite color, while 33% said orange was their least favorite color. If your target market is primarily women, stick with tints of blue, purple, and green, and avoid earthy tones like gray, brown, and orange.

Men Prefer…

If your target market is primarily men, you should use bold colors like red, blue, greens, and even black (it turns out you still want to avoid earthy tones, though). Use deeper and bolder shades of these colors, as they’re traditionally associated with masculinity (and avoid lighter “feminine” tints).

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Source: Kissmetrics

If your market is mixed, however, don’t worry. Both men and women are shown to like popular colors in neutral shades, like blue or green. If you have a mixed market you can also choose colors based on nationality instead of gender, too.

International Markets Prefer…

If your company targets an international audience, be sure you understand how color is viewed in other nations. Americans tend to favor the color blue, for example, while Scandinavian countries prefer multi-colors.

In countries like China, for example, white is used for solemn occasions like funerals, so it isn’t associated with the same “happy” emotions (weddings, purity, etc.) that Americans attach to it, while bold colors like red or yellow are highly favored. Americans love blue for its sense of strength and security, but in some countries it’s symbolic of loneliness and sadness.

If you’re still not sure about choosing a color scheme based on your target market (or your market is too broad or convoluted), you can always choose colors based on your company’s personal branding instead.

Choose Colors by Brand Identity

Branding is an important part to any company, and because certain colors convey certain emotions, you want to make sure that your color choices reflect positive emotions for your business.

Red Conveys…

Red conveys a sense of excitement and boldness and is commonly used to advertise sales. It also ignites ideas of passion and hunger, so if you’re looking for immediate action (like a CTA button or a flash sale), use red.

Orange Conveys…

While not the most popular color, orange still has its place on your landing page if you want to communicate friendliness, fun, and confidence, which is why it’s often used for sports and children’s products. It can be used as an accent, or, if you’re an e-commerce site (think Amazon.com), you can use orange to encourage sales during the checkout process.

Yellow Conveys…

Yellow, arguably the happiest of all colors, reflects optimism, warmth, and happiness. If you want to communicate that your business is family-friendly, go with yellow shades. Oppositely, it’s also the color for warning. If you have elements of your site that need to be read right away, use a yellow accent color. Just make sure you don’t use it as a font color, as it can be hard to read if there’s not enough contrast.

Green Conveys…

Green is the color of tranquility, peacefulness, and nature. If you want customers to know that you’re eco-friendly and low maintenance, using green is a great way to do that. It’s also the perfect color for creative industries (graphic design, web development, arts, etc.) as one study indicates that when presented with flashes of green, people had more bursts of creativity than when shown any other color.

Blue Conveys…

Blue is one of the most loved and most used colors, which can be either good or bad depending on your goals. Blue conveys a sense of security, trust, and connection, which is why sites like Facebook use blue (and most of corporate America). But using blue can also mean you’re just like everyone else, so pairing it with less-used accent colors (like orange or yellow) can help differentiate you from your competition.

Purple Conveys…

Purple, like green, is the color of creativity, but it also conveys a sense of sophistication and wisdom, as it’s often associated with royalty. This is one of those colors that work well with luxury goods and services. It’s also heavily associated with femininity, especially in America, so if your target audience skews toward women, this is a great choice.

Black Conveys…

While black may or may not be an actual color, it is a standard for most text. But it can also be used as a deluxe tone. According to an article from Lifescript, black conveys elegance, sophistication, and power, and is considered timeless and classic. Black can also be used to communicate exclusivity and has an added sense of value.

White Conveys…

White can mean different things to different people, but its primary function when it comes to design is actually to help offset other visuals. It may not have inherent meaning beyond “clean” or “professional,” it’s still a valuable color (or non-color, depending on who you ask).

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Source: Neil Patel

Choose Colors Strategically

If you’re still not sure which colors will help you reach maximum conversions, consider the following:

First impressions matter. You only get one chance (90 seconds!) to reach your audience with colors, so if you can’t decide between a bold red or a soft yellow, go for whichever will make the most initial impact. Just remember that you want to make a good impression on first-time visitors without alienating your returning customers, so use bold accents with white space to offset other elements. Keep your look clean, but attention-grabbing.

Use bright colors where action is needed. If color choice makes you panic because your current site feels boring (let’s say you used too many earth tones), don’t worry. Using color strategically is about finding areas that need to stand out. Use bright, bold colors like red, yellow, and orange on your CTA buttons, pop-up buttons, or as visual indicators of action steps (like arrows pointing on something to click). You can keep the rest of your page muted if you have standout colors in key areas to make up the difference.

Don’t fear a colored background. “Whitespace” doesn’t always have to be white. Your design may actually benefit from a colored background depending on your goals. In his book, Color Psychology: The Science of Using Colors to Persuade and Influence Purchase Decisions, Michael Campbell notes that colored backgrounds can actually create a personal encounter and stir emotions better than a plain white background.

Contrast your colors for legibility. As mentioned earlier, if you’re using bold colors like yellow or orange for your text, don’t put them on equally bright and bold backgrounds. If your text is muted, like gray or brown, make sure the colors are deep enough so they don’t fade into a white background. If you make content difficult to read, you won’t be converting anyone.