EP 48 – Chase Williams & Ryan Klein – Optimizing Your Tech Stack & Creating the Best Experience for Your Customers When They Visit Your Site
Digital marketing is always evolving and there is always a new piece of software that you could be implementing in your site to make it run faster, have a better customer experience, or just to one-up your marketing game. Software is likely a solution to some of the issues or gaps that you may be struggling with.
Reviewing Website Speed and Ways to Make Your Website Load Faster
When thinking from the customer experiences, you want customers to have the best experience possible. Some of the most important things that you should look out for when thinking about this are server speed, whether or not there is a CDN set up, if images are compressed, and if the code is optimized correctly. A CDN, or Content Delivery Network, replicates and protects your website and allows pages, images, and other site content to compress greatly for data to travel quickly.
Another important thing to consider while looking at website speed is having a plugin to compress images to place on the CDN. Having too many plugins that do too many specific things can leave your website susceptible to further update error, conflicting plugins within the site, or other vulnerabilities such as website hacks. If you have a proper CDN when someone attempts to hack your website, they are attacking the CDN and your website is being secured. Also, using photos that are not compressed on your pages will kill load time, rankings, and overall the user experience.
Chase and Ryan’s Go-To Marketing Tools to Implement in Your Website
Zapier – Zapier is a tool that Chase and Ryan use for every single one of their clients at Market My Market and is also used for every piece of software that they work with. Zapier lets the software talk to each other, allows leads to come in and go where directed.
Yoast – Yoast is a great plugin to use for optimizing SEO and creating an index for your website. It has a feature called Focus Keyword which will tell you if there are any internal or external links, how many times the keyword is mentioned, the keyword density, whether or not H (header) tags were used, and several other features.
Defender – Defender is a tool used to block out people who have an incorrect login on the backend of your admin, IP’s, or third-party bots trying to hack into your website to try to steal data and inject malicious codes.
- A lot of times, websites are hacked on shared hosting, not because they did anything wrong, but because they may be on a server with other websites. If one of those websites gets hacked, then they have access to the server and every website shared is vulnerable to hacks as well.
Google Tag Manager – Google Tag Manager is a tool that allows you to manage and install marketing tags on your website without having to alter any codes, so it cuts out the need to have a developer help you with implementing new pieces of software into your site.
- In addition to editing and updating, Google also gives you the green light, or green smiley face, to let you know that everything is functioning properly through Google Tag Assistant.
Hotjar – Hotjar is a tool that analyzes the online behavior of your users. While Google Analytics can tell you what page someone is on, Hotjar can show you exactly where someone’s eyes are going on your website – what they are doing, where they are scrolling, and what they are reading.
Mailchimp – Mailchimp is a simple and easy to use automation tool and email marketing service. If you do not have a drip campaign going on or a newsletter updating past, current, and future clients what is going on at your firm, then this tool is a no-brainer for you. It is easy to import contacts, easy to keep them organized, easy to use a template while modifying it to make it unique to what you are trying to do, you can do tags, you can group people and segment them, and there are nurture campaigns. There is also automation involved for birthdays, client anniversaries, or any other reason you may be looking to reach out.
What Things You Can Be Testing on Your Website and Content Refreshes
Examples of things that you can and should be testing on your website to check for user experience are the following:
- Sign Up Forms
- Call to Action Buttons
- Social Sharing
- Searching the Website
- Colors and Design
- What You Are Saying vs What You Are Offering
You always want to be testing these elements, but you do not want to be making too many changes too often. Content refreshes, however, are something that Search Engine Optimizers strongly believe in. Most of these refreshes will not involve removing content, but rather adding additional content. A majority of SEO changes typically take place as tweaks to site optimization, to backlinks and building authority, and content on established pages. When you are running a paid campaign, that is when you should really be testing and making sure that you are stretching your dollars.