» How to Get More Leads on Your Mobile Site

Let’s start by getting on the same page about terminology (we promise this topic isn’t as intimidating as it may sound!): A conversion is when a visitor on your website responds to a call-to-action (filling out a form, signing up for emails etc.). But buying the product or service is the ultimate conversion that a business might strive for. So, what’s the buzz around mobile conversion?

With more couples using mobile devices than desktops, wedding professionals need to start focusing on how to make their websites suitable for mobile to adapt to this change and ensure future success. Today 30-50% of traffic comes through mobile, so it’s concerning that the conversion rate on mobile is usually only 30% that of desktop. And that’s why we’re here to help! We want to help you achieve conversion parity so that your conversion rate for your mobile site is equal to your desktop site (in other words, so you can make the most out of your website and book more couples!).

Here are 6 tips to achieve conversion parity:

1. Know your conversion rate

If you want to increase your conversion rate, the first thing to do is to know your conversion rate.

With simple math, you can determine the percentage chance that someone who visits your contact form will submit a lead, and knowing this will help you set a benchmark to measure progress. This rate is important to know for all platforms: your desktop website, mobile website and your mobile app, if you have one.

So, how do you calculate a conversion rate?

Let’s do some math together! Say you have 1000 people visit your contact form and out of that number 400 actually submit a lead. To calculate this conversion you simply divide 400 (number of times your goal is complete) by 1000 (number of people who had the opportunity to complete that goal) and multiply by 100 for a percentage.

Thus making your conversion rate 40% [ (400/1000)*100 ]

2. Check conversion by source

Understanding the source of your website traffic and conversions is one of the best ways to improve where you are today. Knowing which platform (Facebook, Google, Mobile App) is driving the most conversion gives you the opportunity to put emphasis on those sources, or in turn work on the weaker ones. Google Analytics offers tools to create and track conversion goals.

3. Focus on lowest conversion rate

To maximize revenue, you need to understand where to improve in your conversion funnel. This means calculating ALL of your conversion rates for each step — those visiting your website, making it to your contact form, submitting the form, and those booking.

4. Reduce the number of fields

Filling out lengthy contact forms on desktop is already a task, and even more so, nobody wants to sit on their phone and fill out 20 different fields. The initial contact form should have roughly 3-5 fields to get your customer in the door. As wedding professionals, you often need a lot more information, but the fewer things you ask for, the higher the chance of a response. You can then use that information to follow up with more questions (but you need them to submit that initial lead first!).

5. Ensure your website loads quickly

You may have heard that slow and steady wins the race – but not when it comes to websites! Slow speed kills conversion because speed is everything when it comes to a well functioning mobile site. About 80% of visitors leave from a bad mobile experience and the longer it takes for your pages to load, the less likely it is that someone will actually stick around to fill out your form. Check out Google’s free tool PageSpeed Insights to see how your website performs.

6. Redesign and optimize your website for mobile

Since visitors are now looking at your website from their mobile devices, it’s important to make sure your website is optimized for smaller screens. If you find that your mobile site isn’t getting as many leads, redesign the website to make your contact us button more prominent or adjust the color, placements, and fonts to better lead the visitor into converting.

Setting and understanding conversion goals is an important part of running a business in today’s wedding industry.  Not only does it help in evaluating your performance, but also in recognizing where and what you need to work on to get more leads and drive more business.

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.

» 3 Ways to Improve Your Mobile Website

The verdict is here: mobile marketing is the new normal and if you haven’t already, it’s time to catch up. The first step to becoming a mobile-friendly business is ensuring that visitors accessing your website through mobile devices have a great experience. 60% of all searches are done through a mobile device, which is causing Google to shift towards ranking websites based on their mobile sites (mobile first SEO). So if you want to show up in couples’ search results on  Google, mobile optimization is more important than ever.

To be ready for this shift to mobile-first SEO, it’s important to understand how Google ranks mobile friendliness and what you can do to be in Google’s good books.

3 tips for optimizing your mobile site:

  1. Test each page separately

In order to optimize your mobile site, you need think deeper than the landing page. Just because your homepage is mobile friendly, doesn’t mean all pages of your website are mobile friendly. Your site needs to be optimized from start to finish, which means making sure that users have a good experience when they are directed to any part of your website. Moreover, each page should be treated as an entry point since most visits on websites don’t begin with the landing page. Google’s new algorithm is more granular, compared to the past, and will be looking at each page separately to determine how your site will rank in search results.

  1. Page speed matters (a lot)

Google wants to ensure a good experience when people click on a website, so they look at your page speed to decide if you are offering a good mobile experience for visitors. The average load time for a mobile page is currently 22 seconds, but research shows that people will click out if it takes more than 3 seconds to load, indicating an imbalance in user expectations. Google offers the free tool PageSpeed Insights which reports on the real-world performance of a page and provides suggestions on how that page may be improved — check it out to put your website to the test.

  1. Remember: Google operates in real time

Previously, every few months, Google would crawl through web pages and collect data that would deem websites either up to standards or spam, which would then determine the search rankings for these pages. Prior to Google’s latest update, even if you improved your website you would still have to wait a few months until Google re-indexed in order to have any penalties on your website lifted.

But with the new update, Google’s systems are operating in real time. With its latest release Google crawls and re-indexes pages as changes are made. This means you can make improvements to your website and see results in your search rankings quickly.

With Google’s mobile-first indexing rolling out, mobile optimization is the biggest and most critical topic in SEO. It is now easier to understand where your website stands and how to improve it, and as competition increases, differentiating yourself with a well functioning website can help boost you to the top of search results. So get out there and improve your mobile optimization!

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.

» 7 Ways to Win Mobile Marketing

The world is transitioning to mobile — with Google paying more attention to mobile sites and users engaging mainly via mobile phones, mobile conversion and optimization is going to start impacting us more than ever before.

To prepare for this imminent mobile takeover, here are 7 tips from WeddingWire CMO Sonny Ganguly to make sure your business is set up for mobile success:

1. Be ready for mobile-first SEO
Mobile-first SEO means that Google will be looking at your mobile site to determine both mobile and desktop search rankings. To prepare for this, it’s important to start thinking mobile first for ALL things: website, blog, emails and other communication. This means designing for mobile phones first and then taking that design to desktop instead of the other way around.

Because of mobile-first SEO, it is crucial to have mobile parity which simply means that your mobile website today has to be equivalent to your desktop experience, if not better. The easiest way to achieve this is to have a responsive design that has one brand, one domain and one codebase; a website that looks good on all devices (LiveBooks is a great service for responsive websites that are design focused!).

2.  Mobilize from end-to-end
Even if you mobilize the first step, you need to make sure to mobilize the entire process when you send an email. Mobilized emails that link to non-mobilized websites result in 80% of users leaving the site. Every step along the way must be made mobile-friendly.

3. Create short video content
Facebook has a growing emphasis on video content, and this will continue to increase in the coming years. . Winning at mobile isn’t going to be about words and photos on social platforms, but instead about sharing short video content that is less than 60 or 30 seconds. Also keep in mind that in the world of mobile, most people do not have their sound on, making text overlays vital to a successful piece of video content.

As the availability of content grows, users attention spans are getting shorter, making it important to brand within the first 3 seconds, if not the first second, with some sort of overlay. Because people process visuals and video at a much faster rate than text, short video content is the future.

4. Communicate with millennials
In the world of mobile and millennials, there is an expectation that communication needs to move faster. Couples expect a reply from wedding professionals within 24 hours and 50% of buyers choose the wedding professional that responds first. So speed does matter! and being able to communicate via your mobile phone is a good way to be quick with a response.

When communicating with millennials, it is also important to reciprocate the channel where they prefer communicating, 48% of couples are frustrated when vendors who do not use the same channel to reply as the couple used to reach out. If a couple sent an email that was followed up with a call from the vendor, it is typically viewed unfavorably.

To streamline mobile communication, WeddingWire offers vendors easy-to-use messaging features to communicate quickly and effectively with their couples.

5. Monitor your search console  
Search console is a free service from Google that helps you get the data, tools, and diagnostics needed to create and maintain Google-friendly websites and mobile apps. It’s a service that every business should have running for them to let them know of their average position within search rankings and where they can improve. Search Console is Google’s way of giving you a report card and notifying you of what is working for your website and what is not.

As Google moves towards mobile-first SEO, monitoring your Search Console will tell you if your rankings stay consistent or shift, and where you can improve.

6. Focus on mobile conversion
Mobile conversion is how well your mobile site is converting visitors into leads. Looking into these conversion rates can tell you a lot about how friendly your mobile site is and if there are areas for improvement when compared to your desktop site.

If you’re using Google Analytics you can turn on conversion tracking to see how many people visit your mobile website and convert into leads. You can then use this data to compare your rate to previous years, seasons and even desktop conversion rates to see if you’re achieving mobile conversion parity.

7. Accept mobile payments
Accepting mobile payments before your competitors can be a big advantage for your business;  couples were 23% more likely to recommend wedding professionals who had a form of online payment. Fortunately, WeddingWire members can use WeddingWire Payments to seamlessly request and accept client payments through WeddingWire in the Messages section of their account.

As Eric Schmidt, the previous Chairman of Google, said “The trend has been that mobile was winning, it’s now won.” and these 7 tips will help your business stay on top of this shift to handheld devices and mobile-first SEO!

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.

» The Force of the Social Media Four

It can be challenging to stay on top of the latest social media sites and trends — especially while you are busy running a successful wedding business. But there’s no need to feel overwhelmed. Social media doesn’t have to require lots of time to make a big impact on your client reach!

This infographic shares the four key social media sites where you will make the greatest impact with your target audience of engaged and pre-engaged couples today. Review these tips from WeddingWire CMO Sonny Ganguly to learn how to leverage the social media four: Facebook, Pinterest, Instagram and Snapchat.

The-force-of-social-four

» Mobile Matters! Create a Winning Business for All Devices

December-Webinar_MobileMatters!_TileMobile Matters!

Today’s couples are planning their wedding while on-the-go. Does your business make a great impression, and stand out on all devices? Thinking ‘mobile-first’ creates an exceptional brand experience from phone to tablet to desktop, and impresses your target audience!

During this one hour webinar for premium members, WeddingWire CMO Sonny Ganguly shared his tips for how to best engage with mobile-friendly couples, his top ‘mobile mantras’ for your business and the best 15 apps of the year.

Here are Sonny’s seven mobile mantras to set your business up for success:

  1. Mobile first: When designing your website and emails, think ‘mobile first’ with an easy to read and navigate core design, that you can build upon and modify as devices get larger and for desktop.
  2. Mobile end-to-end: Set the goal to make all your communication and campaigns a strong experience from end to end from all devices. For example, if you create a great email, make sure it works just as well from a mobile opener as a desktop!
  3. Mobile conversion: Make sure you add a simple and easy to use contract from to your website for mobile visitors. The form should be large enough to type easily from phones, and not ask for unnecessary fields which will cause drop-offs in your leads.
  4. Mobile mail: 70% of WeddingWire consumer emails are opened on mobile devices, which means your clients are opening your emails on the go as well! Make sure your emails are mobile-friendly by always testing them on a mobile device with clear calls to action for the greatest engagement.
  5. Mobile payment: Accept payments from your mobile devices to close more sales quickly. Devices such as Squares plug right into your smartphone, and with new apps for payments such as Apple Wallet – mobile payments are only going to continue to rise.
  6. Mobile audience: Prepare your business for your clients and store all their important event information in one easy to access place by using WeddingWire Client Sites, available in premium accounts. Both you and your client can log in any time, and from any device to finalize payment, track contracts and add event info.
  7. Mobile me: Mobile devices are becoming even more personal and easy to use. Smartphones, watches and assisting systems such as Siri are getting to know and remembering your preferences, and are more able to be tailored than ever before. Stay ahead with the latest tech!

» Top 10 Business Resolutions for 2015

Top Business Resolutions WebinarWebinar Recap!

Yesterday, WeddingWire CMO Sonny Ganguly hosted our annual webinar, Top Business Resolutions, to kick the new year off right. Sonny shared his best tips for a successful year for your business from brand to website, reviews and more.

Here is a sneak peek of the top 10 tips, and be sure to watch the full webinar in the Education Center!

  • Brand: Focus on brand consistency for your business, and work to create a quarterly PR plan.
  • Website: Make it easy for website visitors to contact you. Create an easy to use contact form and place it very prominently on your site, then use Google Analytics to see how your site performs.
  • SEO: Every page on your site should have a page title, meta description, meta tags and H1 tag to build strong SEO.
  • Social: Commit to being active on Facebook + two other sites at the least. This year, we recommend Instagram and Pinterest to reach your target audience most effectively.
  • Video: Create and post videos across all your sites – from your website to your Storefront to social media. Video is very engaging and a great way to showcase your work.

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» What’s Next in Tech: 2015 and Beyond!

Tech WebinarYesterday, we hosted our monthly educational webinar for premium members. WeddingWire CMO Sonny Ganguly shared his insights into the past, present and future of technology. This annual series is always one of our most fun and interesting webinars!

From wearable tech to the internet of things and health improvements, we have a lot of exciting things to look forward to both in business and everyday life.

Find below a snapshot of Sonny’s top 10 emerging tech trends, and be sure to check out the full webinar any time in our Education Center!

  • Social: Social media is still a place where our audiences spend a lot of their time. However, the focus of sharing is shifting from text updates and tweets to sharing photos and video on emerging social sites such as Instagram, Tumblr and Snapchat.
  • Mobile: Our smartphones are continuing to evolve, and will take over our desktops. Screens are getting larger, and wireless energy is being developed to make us fully accessible at all times. It will be easier than ever to run your business on-the-go!
  • Payments: Devices are going to take the place of our money and wallets. Smart technology and secure apps such as Coin and iPay are being created and rolled out to the masses to make payments seamless without paper and plastic.
  • AR/VR: This stands for Augmented Reality and Virtual Reality. These are both tools that can help you learn more about the world around you, and make your life easier by integrating technology into our daily lives and work through a wearable device, or integrating with our tech like phones and tablets.

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» How to Build a Buzzworthy Brand on Social Media

How to Build a Buzzworthy Brand Webinar Recap!

How social is your business? Today’s couples are highly engaged on social media and love sharing, posting and liking as they plan their wedding online and on-the-go. 72% of internet users are active on social media and 46% of online users count on social media when making a purchase decision – and this includes decisions for their big day! Social marketing is a must for your brand in the wedding industry.

WeddingWire CMO Sonny Ganuguly hosted this month’s educational webinar for premium members and shared his tips for how to stand out online and build a strong brand using social media.

Check out these tips for building a buzzworthy brand on top social media sites:

  • When posting on Facebook, the largest social network, keep in mind the highest traffic occurs mid-week between 1-3pm, and post engagement is 18% higher on Thursday and Friday. Be sure to post great content at these times!
  • Twitter users are three times more likely to follow brands than Facebook users. Learn more about your followers by reviewing the recently launched analytics.twitter.com and tailor your sharing according to your user interest and engagement style.
  • Google+ is the 2nd largest social network in regards to amount of users. While they still working to increase user engagement on this site, take advantage of the boost it can give your posts! Posts see a +350% increase when shared using the +1 button so be sure to add this button to your posts and create a business Google+ account. Not only are 6 billion hours watched per month on YouTube, but it is also the #1 network for 18-34 year olds.

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