Spodaj smo pobrskali za podatki, kaj o rezervah spletnih strani, menijo digitalne agencije. Omenjani pojmi v članku so: “rezerve spletnih strani digitalni marketing”.
Vir navedb je raziskava združenja digitalnih agencij, ki za svoje naročnike (podjetja) opravljajo različne digitalne naloge.
Digitalne agencije so bile “pobarane” o tem kako ocenjujejo rezervo in znanja podjetij na različnih področjih spletnega/digitalnega udejstvovanja.
Podatke so zmetali na kup in prišli do naslednjih rezultatov:
Uporabniška izkušnja
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Najprej so spletne agencije pobarali o tem kaj menijo kakšna je rezerva spletnih strani njihovih naročnikov pri uporabniški izkušnji:
Čez polovica odgovorov pravi, da na področju uporabniške izkušnje spletnih strani zeva zeeelo velika luknja.
Kaj je uporabniška izkušnja? Kako jo izboljšati?
Kmečka logika: uporabno spletno stran ima podjetnik, katerega stran hitro in enostavno omogoča uporabniku, da pride do informacije, ki jo ta išče. Ponavadi to pomeni, da ne zmečemo vsega na eno stran, ampak, da na posamezni strani (znotraj strani) odgovarjamo točno na tisto, s čimer s spletno stranjo (ali ključnimi besedami) ciljamo.
Primer: pozitivna uporabniška izkušnja bi lahko bila, če oglas za neko spletno stran predstavlja, da lahko na njej preverite v 30 sekundah kako zdravo spite. Če uporabnik pride (na podlagi te obljube na vašo stran) in ugotovi, da ta “meritev” traja 23 let – to ni pozitivna uporabniška izkušnja.
Če uporabnik ugotovi, da sploh na vaši strani ne bo prišel do uporabne informacije v zvezi z dano obljubo (iz oglasa), ampak, da ste vse skupaj spisali samo za to, da pridete do njegovih kontaktnih podatkov ali, da ga “namamite” na naročilo na e novice (ali samo ogled vaše strani) – to tudi ni pozitivna uporabniška izkušnja.
Gremo globje: dostikrat podjetniki menijo, da je pozitivna uporabniška izkušnja tudi razpis nagradne igre. Figo. Ni.
Nagradna igra je lovilec kontaktov (za nadaljnje napadanje), niti približno pa je uporabnik ne bo delil naprej v povezavi z vašim produktom ali storitvijo (kvečjemu v povezavi z obljubljeno nagrado).
Za 100% učinkovito uporabniško izkušnjo je v celoti potrebno upoštevati proces digitalne transformacije podjetja, ki se želi učinkovito pojavljati na spletu. Skladno s svojimi poslovnimi cilji.
Analiza spletnih strani
Zraven uporabniške izkušnje spletnihstrani, je podlaga za razvoj in rast vsake internetne strani, pravzaprav tudi temeljita analiza spletne strani, pri čemer se internetne strani analizirajo skozi več različnih vidikov. Tako k analiziranju spletnih strani spadajo:
- seo analiza spletnih strani (seo pregled internetne strani)
- offsite SEO analiza spletnih strani in SERP pozicije (analiza pozicij spletne strani na posamezne ključne besede)
- analiza hitrosti nalaganja spletne strani
- analiza pripravljenosti spletne strani za prikaz na mobilnih napravah
- analiza optimizacije strani in rasti spletne strani (struktura in arhitektura spletne strani)
- analiza vpetosti in vključenosti spletne strani v socialna omrežja
- analiza vsebinskega marketinškega nastopa spletne strani
- tematska in long tail analiza ključnih besed
- analiza priložnosti spletne strani
- analiza email marketinga, itd…
Za pravilno, starteško zastavitev spletnega nastopa spletnih trgovin in ostalih internetnih strani, se različne metode analiziranja spletnih strani, med seboj dopolnjujejo in prekrivajo, med najbolj priljubljena orodja za analiziranje spletnih strani za nastop na Googlu, pa ponuja kar Google sam v obliki Google Analytics orodja in Google Search konsole.
Razvoj novih produktov in storitev
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Nato so spletne izvajalce pobarali o tem kaj menijo kako močni so podjetniki pri razvijanju novih produktov in storitev.
Slabih 40% jih pravi, da zeva na tem področju velika rezerva, če pa k tem prištejem še tiste, ki pravijo, da zeva na tem področju manjša luknja, pa ugotovimo, da jih je skupaj 68,4%. Kar je ogromno.
Kmečka logika: razmislite o sebi. Kdaj ste nazadnje lansirali kaj novega na vaši strani? Produktno novost, storitveno novost. Podatki (zgoraj) pravijo, da je tega že lep čas. Naša izkušnja tudi.
Super hint: ne skočite zdaj v zrak in na vrat na nos “posiljujte” novosti, ki mora nujno čez dva dni biti na vaši spletni strani. Hold your horses. Vdahnite in raje razmislite kako in kaj narediti, da lahko mesečno ali vsaj četrtletno “pljunete” novost ali zanimivost.
Vaša pojutrišnja novost bo namreč nova samo en dan. Nato pride spet nov dan. In za njim še eden. In tako bo hitro naokrog teden dni – in vaša novost izpred tedna, bo že starosta. In boste spet tam kot danes. Na vrat na nos iskali nekaj, da boste sveži in zanimivi.
Zakaj ne bi s tem opravili enkrat za vselej? Zberite ekipo, razmislite in skreirajte “sistem”, ki bo redno bruhal novosti. Četudi drobne.
Priporočamo tudi: Kaj upoštevati pri izboru agencije za spletni marketing?
Izziv spletnih strani doseganja drugih digitalnih medijev
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Earned media execution
Kaj je to za en vragec?
V bistvu se res sliši znanstveno, ni pa nič posebnega. Tukaj so agencije samo pobarali o tem koliko kaj menijo, da naročniške spletne strani dosežejo druge spletne medije (socialo, blogerske skupnosti,..)
Če seštejemo rezerve, smo tudi tukaj blizu 70% rezerve. Noro ne?
Da ne gremo s siciranjem vsakega reveža posebej, kar sklep:
Pozorni boste opazili, da spletne agencije, ki za svoje naročnike (podjetja) opravljajo različne spletne storitve (plačane kampanje, SEO, socialo,….) v skoraj vseh primerih (samo v enem ne) ocenjujejo, da imajo njihovi naročniki čez 50% rezerve na področju svojega spletnega nastopa.
Fantastičen video na temo digitalne transformacije – Predrag Ćirković
Ključne besede: rezerve spletnih strani digitalni marketing
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