When it comes to your online presence, it’s easy to overdo it if you’re not careful. Even though you try to make your digital business presence as appealing as possible to your customers, there are situations where things can go wrong. Below are five examples that show the thin line between web optimization and digital waste of time.
#1. White Hat SEO: Necessary Optimization
Search Engine Optimization is one of those things that you can’t do without. At the same time, it’s a defined process that doesn’t take well any attempt at over-optimization. While white hat SEO is essential, SEO mishaps tend to be perceived as black hat SEO and penalized. For instance, the abuse of synonym anchor texts within a single text is not only frowned upon, but it can be interpreted as spammy content. Similarly having too many keywords on the same page makes it difficult for search engines to identify the ranking terms. You need to focus your efforts on defining one anchor text and a limited number of keywords per content item.
#2. Facilitating Purchase Process: Necessary Optimization
Do you remember the old days when you would need to email the company to be able to buy their products? Now, users want to click and pay online as effortlessly as possible. From a business perspective, it means that you need to offer a clear purchase process and to add quick and effective payment options, namely credit card processing for websites and Paypal as these are the two most common payment methods. Accepting online payments is at the core of your business survival. Additionally, you need to keep the entire purchase process secure, as users are less likely to want to pay online is they fear for their data.
#3. Automatic Videos On The Website: Waste Of Time
More and more websites have implemented videos into their design. Indeed, in the recent years, videos have become an engagement tool that is said to keep visitors interacting with your website. In truth, useful videos are an engagement tool. Videos that are set on autoplay are an annoyance for most web users. Indeed, it is not uncommon for people to have several tabs open when they browse the net. The last thing they want is to find out which tab is playing a marketing video at them. This is not only intrusive, but it’s likely to drive visitors away.
#4. Mandatory Contact Forms: Waste Of Time
Every marketing team is keen to gather as much information as possible about their leads. This is exactly why contact and registration forms have been created. However, this strategy often backfires when users don’t fill up the form. It’s important to understand that contact forms that need more than three fields are too long as a first touchpoint. Additionally, forms that ask for a phone number are less likely to be filled. Nobody likes a sale call, not even your customers.
#5. Cool & Trendy Statistics: Depending
Websites that show some cool stats are interesting. For instance, if you show how many projects your business has been working on, or the average project delivery time, visitors will find the info useful. However, if your website displays irrelevant stats, such as how many cups of coffee your business drinks, it’s likely that people will not care. Let’s be honest, this kind of information is called a placeholder. Your visitors don’t need it to decide to work with you. It won’t have any influence on their decision. But it’s a waste of your time.