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Going Digital: 7 Doable Steps for Businesses

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going-digital:-7-doable-steps-for-businesses

Gone are the days when going digital is just a nicety or an add-on for your businesses. With the pandemic going on, it has significantly affected everyone, including our lives and businesses.

As of January 2021, there are 4 billion active internet users worldwide. People go online to stay connected during the pandemic. With the lockdown restrictions enforced around the globe, the majority of businesses were faced with the urgency to put more online efforts as well.

As businesses acknowledge the urgent need for digital transformation, the majority of them do not know where to start. In a survey conducted by Jabil, 90% percent of companies of all sizes in the world are faced with almost the same hurdles to digital transformation. These drawbacks include:

  • The lack of expertise to spearhead digital approaches or plans
  • Come up with an overall, company-wide digital strategy
  • Employees or the organization push back against change, especially with the process involved in digital transformation
  • Limited budget to build a digital transformation strategy
  1. Why you should go digital now
  2. What steps you can take for going digital
  3. Key takeaway

Why You Should Go Digital Now

While the above data show that we all face the same challenges, this shouldn’t hold you back to be receptive to change. As a business owner, these drawbacks must enable you to come up with doable steps or actions for your organization.

As mentioned, people are now online to look for information, stay in touch, and for amusement or enjoyment.

Apparently, the e-commerce industry had significant growth in 2020. Both the apparel retail and grocery retail industry were able to grow their digital migration by 40% and 100%.

Some industries that have adapted to digital transformation prior to the pandemic are reaping the rewards of increased customer revenue and market share.

Forbes has come up with a list of industries that thrived during the pandemic, including cleaning services, grocery stores, delivery services, fitness equipment companies, tutoring services, and many others.

Companies that are active on their social media showed improved customer engagement as well. These companies focused on “people-brand connections.”

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But how do these businesses thrive in their customer engagement? They understood the value of real-time customer service, well-thought-out, and relevant actionable online content, and the seamless omnichannel customer experience.

Other businesses that use the right digital tools to accommodate their employees to work from home improved their employee morale. In addition, businesses with platform-based business models have cut down their office-based costs as well.

Our SEO Hacker agency is one of the few tech companies that have adapted to the digital transformation well. For 11 years, we have equipped ourselves for what’s to come.

All the challenges our SEO agency faced have helped us become more resilient over time. From the way we do business with our clients to Google’s innumerable algorithm updates, the emergence of more digital marketing forms, and the use of team collaboration tools with our ever-reliant team, we will continue to thrive as time progresses.

What Steps You Can Take for Going Digital

Change does not happen without resistance and inconvenience. When you come up with new ideas and present them to your team, either you won’t get any response from them OR nobody will dare act on them.

And this behavior is common among many employees. The fear of the unknown is real to most of us. Yet, this shouldn’t discourage you to keep up with digital migration. Here, we came up with 4 actionable steps you can take to go digital with less resistance:

Set a company-wide digital transformation strategy goal

Be consistent and transparent with your team. Explain to them that going digital is vital to the growth of your business. Begin with a clear vision of why you need to digitally transform, a set of goals you need to reach, and involve your whole team with their specific roles and purposes.

Your journey to going digital shouldn’t end with one team or department alone. If you want your business to be resilient over unprecedented situations, your team needs to work toward a common goal. In other words, your common goal should be to meet the needs of your clients or customers.

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Find a talent with technology expertise to help you with your digital journey

Most businesses aren’t tech-savvy. The process of digital transformation poses many technical challenges. That’s why you need the right people on board.

Hire talented individuals with relevant experience, and train your team to become digitally literate. Our SEO agency has built an internal onboarding system that will indoctrinate our new hires and provide them with all the information they need for their work.

Stay ahead of the game by helping your team build the skills they need to thrive and to be tech-savvy. Most of the time our different teams work together to get to our client’s goal. More often than not, when our different teams collaborate, we get exponential results.

Find free online tools and platforms that can provide convenience and options to customers

As more people shop and look for information online via their smartphones, your business must be adaptable to where your customers spend their time in.

Spend time doing your homework by looking for free online tools and platforms that can make your and your team’s work easier. Fortunately, there are tons of technologies out there that don’t require codes for use and are beginner-friendly.

SEO Hacker Best SEO Tools 2021

Our SEO Hacker team uses different tools to meet our and our partners’ goals. We also make use of FREE tools for our digital marketing that is user-friendly as well.

Set a realistic budget for your digital transformation journey

There is no one size fits all budget when it comes to digital migration because businesses have different sizes, too. If you limit your business’ digitalization because of your budget, you are also limiting your business’ growth.

As you go along your digital transformation journey, financial constraints are unavoidable. However, do not let these budgetary constraints put your company at risk. Use your existing budget as your benchmark to see how short or how much time you need for your business to be fully digitized.

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Key takeaway

As business owners, it’s a challenge to leave our comfort zones and adapt to changes. This is true especially if we are used to the business model and strategies that we’re accustomed to and have provided us with promising results.

However, we need to keep in mind that our businesses exist and thrive not because of our product, but because of our customers. We can’t expect our customers’ behavior to remain unchanged. A crisis can only speed up the pace of people’s behavioral changes which entails their consumption patterns too. A crisis where people are required to stay at home for a while calls for businesses to go digital.

Source: https://seo-hacker.com/

SEO

Better Alternatives To ‘Click Here’

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Example of CTA

Nothing is more boring and unmotivating to a user than seeing a big “Click Here” or “Learn More” link.

As a user, they’re already researching a product or a service they want to purchase. Of course, they’re going to click links to learn more.

Going Beyond “Click Here” Or “Learn More”

So, how do we get users motivated to take the action that we want them to?

It begins by:

  • Understanding user goals and user behavior.
  • Establishing trust.
  • Creating accessible, clearly labeled directions that inspire interest.

It sounds so easy in theory, but in truth, why are our webpages only converting at an average of 2.8% in the US?

Obviously, something is missing from our webpages. If 97.2% of us don’t convert on a webpage, we’re likely confusing our users on what we want them to do to some degree.

Let’s dive into how we can accomplish this.

While You’re Here, Go There Now

The trick to optimizing calls to action is to present the action at the precise moment when your website visitor is most interested in taking the next step.

If a user is met with a call to action before any information, do you think they are going to click on it?

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There has to be compelling content preceding the link, as well as an accurate description of the landing page.

If the landing page isn’t what a user expected, every time you present another opportunity to leave the page, your user may not trust that you can help them solve their problem.

The call to action is clearly labeled in the example below.

Even better, it is obvious designers understand their customers’ fears over money, ease of use, customer confidence, and the use of color.

Screenshot from TurboTax.Intuit.com, June 2022

First Date Links

When your webpage visitor is ready to take action, they must feel confident that the link invitation is worthwhile, credible, and constructive.

When you present a new product offering, nothing should prevent your visitor from immediately seeing what it is.

We may begin by being sly, especially if we want something. I call these “First Date Links.”

Example of CTA with no products or content.Screenshot by author, June 2022

The screenshot above is taken from an ecommerce website. What you see here is the entire top half of the homepage.

There is no text. There are no product images.

First-time visitors would need to know in advance what the company is selling.

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With this website, first-time visitors are required to scroll down, wait for the gigantic images to load, and scan minimal text to gain a better understanding of the brand and its products.

The fun part of this “First Date Links” example is knowing that this particular brand runs this special or something similar to it every single day.

There is no incentive to “shop now” for regular customers and first-time visitors have no idea where that “shop now” button is taking them.

They’ve been presented with this link that will likely overwhelm them with choice and decision paralysis – and most likely leave the site.

Try adding specific promotions for your loyal customers, or even first-time customers, into your marketing strategy.

By creating specific promotions segmented by customer type, you’re showing that you understand what they’re searching for.

Trust, credibility, and being forthcoming with your story add spice to calls to action on websites and real-life too.

Scarecrow Links

If you have watched the original film, “The Wizard of Oz,” you will understand why I refer to these calls to action as “Scarecrow Links.”

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These are calls to action that provide many choices, usually with vague labels and often to the same destination.

In the film, when Dorothy is traveling the Yellow Brick Road to find Oz, she comes upon the Scarecrow and asks for directions.

Dorothy: Now which way do we go?
Scarecrow: Pardon me. That way is a very nice way… [pointing]
Dorothy: Who said that?
[Toto barks at the Scarecrow]
Dorothy: Don’t be silly, Toto. Scarecrows don’t talk!
Scarecrow: It’s pleasant down that way too! [pointing in another direction]
Dorothy: That’s funny. Wasn’t he pointing the other way?
Scarecrow: Of course, people do go both ways [pointing in both directions]. That’s the trouble. I can’t make up my mind. I haven’t got a brain. Only straw.

Sometimes, calls to action are placed within webpage content at a moment when we really don’t want choices. We just want to be directed to that cool thing you just showed us.

In the example below, the top CTA is the best option because the destination is clearly defined and is the desired user task.

Example of 3 call to action buttons in a row.Screenshot by author, June 2022

If the company wants customers to learn more about curvy jeans, they can provide this information on the landing page that presents sorting options when they click to shop all the curvy jeans.

The smaller link to details would make more sense if it explained what the details are about.

Is it a size chart? Pricing?

What does that link do for us that “Learn more” doesn’t offer?

What does the user really want to do here after they have been shown images of curvy jeans?

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Link Optimization Is More Than A Label

This next example is a mixture of a button, text sentence, and text sentence with a clickable icon overlaying a large header image.

If you were to watch someone using your website during a live session, you would most likely watch them mouse over the button, the text, and the text with the icon to see which one is going to go somewhere they want to go.

For this example, the “Learn more” button label provides no information about what we are going to learn.

It is the most visible CTA and the eyes of the person in the image are facing the button, which is a designer trick because studies show we look to see what the face is looking at.

How can we optimize the CTA for this page?

First, remove the “Learn More” button. We are going to give it an upgrade.

The text below the image, in tiny font size, is not linked. It asks a question, but the user must look for where to get the answer.

It also asks a question that may not be as important or interesting as the one following it. I would remove the entire “Want to get to know us better” sentence.

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The more compelling story is why.

The button can be larger and placed in line with the model’s eye gaze. The button label is the invitation to “See why we do what we do” and link that to their story.

Not only does this narrow the choice to one link for one lead task, but it is easier for screen reader software to announce the link and direct visitors listening to the page.

Link optimization is more than a label.

Links with labels such as “Learn more,” “Read more,” “Shop now,” “Submit,” “Click here,” “Download,” and “Continue” are common.

However, these links are probably less likely to be clicked on than a more specific, inviting link.

Don’t be afraid to experiment to optimize calls to action by inviting the action. Don’t be afraid to tell the user what you want them to do by clicking that link.

If anything, you’re guiding them on their purchase decision journey.

Now, sometimes we may get a little too enthusiastic with our link text.

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Example of CTA from ecommerce site.Screenshot by author, June 2022

Every Call To Action Is A Risk

Remember that when providing a call to action, it must be placed at the moment when you inspired your reader to leave their train of thought.

Every call to action is a risk. At the minimum, your link should:

  • Have a clear label with the exact destination.
  • Be easy to see and read.
  • Be compelling to the person.
  • Present itself at the exact moment when it is most useful.
  • Not have competition (other links) nearby.
  • Navigate to the desired task that will provide a benefit to your user.

As humans, our attention span is already short.

Each time a call to action takes them forward, they may have forgotten where they just were.

It is important to support tasks with well-organized information architecture and navigation that provides signals for a sense of place.

Calls to action are sometimes annoying interruptions.

What additional incredibly fascinating information is hiding behind “Learn more” that is so compelling that you have interrupted their thought process?

It better be worth it.

Conclusion

We have a small window of time to catch a user’s attention.

Using generic language like “Click Here” or “Learn More” won’t cut it anymore. When creating call-to-actions for a user, try to reiterate what exactly you want them to do.

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Don’t insert CTA links for the sake of having them or taking up space.

Rethink your link strategy by viewing it from a user’s point of view: Is there more than one link option? Are they both needed? Are they clear enough for a user to take action?

Furthermore, your content leading to that call-to-action should be enticing enough for them to want to take action.


Featured Image: Motortion Films/Shutterstock

In-post image #4 created by author, June 2022

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