In this series we’ll talk about the importance of content (in whatever form it may take). No matter whether we’re talking about blog posts, podcasts, videos (or something else entirely) your content is unlikely to find its audience unless you deliver it directly to them. And since most consumers are unlikely to visit your website (unless they have a specific reason for doing so) social media can provide a near-perfect means of capturing their attention.
At the start of 2020, there are roughly 3.5 billion active social media users in the world. That’s nearly half our global population and 4 out of 5 internet users worldwide are active on one or more social media platforms. So, whether those users prefer Facebook or LinkedIn, Instagram or Snapchat, Twitter or Pinterest, YouTube or TikTok, it’s important to recognize that most of your current and prospective customers are currently scrolling through some sort of feed, just waiting for something to catch their eye.
And with each generational shift, the potential of social media increases. While only 48.2% of aging Baby Boomers are active social media users, those numbers jump up to 77.5% for Gen-Xers and 90.4% of Millennials. With Gen-Z / Zoomers now entering the consumer marketplace, you can expect them to participate at an even higher level. But if we look at consumers as a whole, here’s the most important takeaway: 77% of consumers will favor a brand (over that brand’s competitors) if they follow that brand on social media.
In other words, maintaining a successful social media presence is a crucial component of your marketing. Not only does it give you the opportunity to deliver your content directly to your audience, but it allows you to use that content to define and reinforce your brand while building consumer loyalty.
Brand Definition and Reinforcement
Our collective idea of ‘branding’ has expanded to include more than just eye-catching logos or compelling tag lines. In 2020 and beyond, ‘what we say’, ‘what we do’, ‘what topics reflect our values’, ’what brands we align ourselves with’ and ‘how we interact with users’ will be an important component of any brand. These factors help to inform perception. They speak to culture. They can assist in attracting and converting new audience members. They can help to validate products or services. But when it comes to content creation and social sharing, there’s more to than meets the eye.
Make Content Meaningful. In all fairness, we make certain assumptions regarding your content. We assume that it’s of high-quality, is meaningful and is deserving of greater exposure. But what if it’s not? What if you’re unsure? Or what you have yet to even start creating or sourcing content? Make it a point to define both the audience and intent for every piece of content. Whether you’re creating original content or sharing content created by others, let such insights inform your approach to ensure that each share supports your brand, and is of genuine value to your target audience (not that you can’t still have some fun with it). Find what people are looking for about the topic, and directly answer those questions, and related questions, to provide the most useful content you can.
Understand the relationship between audience and platform. In marketing, it’s always important to identify the most effective means of delivering a message to the desired audience. This is a crucial element of Social Sharing since you have to choose the correct social media platform to make that delivery. Facebook, for example, is more personal, social and casual in nature and creates the potential for a more expansive reach. LinkedIn however is based in the realm of business and enterprise. Instagram is best-suited for visual storytelling, while Twitter is designed for easily-digestible links and bite-sized, attention-grabbing messages. We’ll talk more about those platforms (and more) but understanding social platforms can prove important on two levels. First, it can help you to identify the platforms that your audience calls ‘home’, but it can also help you to enhance the value of your content by customizing it to achieve the best results on each platform.
Remember: Consistency is key. Mindfulness is important when it comes to delivering your content, and consistency is one of your best allies in that regard. By scheduling posts in a consistent manner, you minimize the likelihood of your content being mistaken for spam, ignored as ‘white noise’, or lost in the sea of social content. Plus, consistent scheduling makes your content appear purposeful, while helping to create a sense of anticipation around its release. Consistency of scheduling is especially important when it comes to episodic or serialized content, ensuring that your loyal audience will know when to expect release the next episode.
The average American internet user has up to 7 social media accounts. That’s a lot of potential for getting your brand message out there. To help get you thinking about your audience, and which social media platform(s) are most likely to prove beneficial to you, here are some insights on each:
Facebook is the second-most popular site in the world (behind Google) and boasts nearly 2.4 billion users worldwide and 170 million in the U.S. alone. 51% of users visit Facebook multiple times a day, with an average duration of 10:57 per visit.
YouTube user numbers are fast-approaching the 2 billion mark, and the site is considered the top social site for U.S. teens with 85% of that group visiting YouTube multiple times daily. It is currently the second-ranked social platform in the world, influencing purchases, do-it-yourselfers and entrepreneurs, as well as providing infotainment for the more common user.
Instagram has reported 1 billion active users every month, with U.S. users fast approaching the 112.5 million marker. As many as 500 million users make use of the Instagram Stories feature each day.
LinkedIn boasts roughly 610 million users worldwide, with active profiles for roughly 50% of college graduates and high-income owners.
TikTok (formerly Musical.ly) has 500 million active users, with nearly half aged between 16 and 24 and an average visit duration of 52 minutes. TikTok is emerging as one of the preferred platforms for viral engagement, and in-app purchases.
Twitter has over 320 million monthly users and 85% of small-and-medium businesses that utilize Twitter consider it to be an important component of their customer service strategy. Twitter b
Snapchat has nearly 190 million users daily, with 78% of Americans between the ages of 18 and 24 counted among those users. Due to its relationship withe emerging youth markets, Snapchat has proven to be one of the fastest emerging platforms that businesses are looking to incorporate into their marketing strategies.
Pinterest shows more than 250 million active ‘Pinners’ a monthly basis, with 41% of women between the age of 18-49 making up most of those users.
Getting Social in 2020 (& Beyond)
We’ve only touched on some of the platforms that you may want to begin utilizing. Each one offers unique benefits and opportunities for exposure to target demographics. Find out which platforms are used by your audience, as well as which platforms can be used to expand that audience. Learn more about each platform to determine the ones best-suited for your content and sharing strategy. Just remember to be mindful, meaningful, and consistent in the content you create, the content you share, and where you choose to share it. By doing so, you might be surprised by the limitless possibilities for brand growth.
What is SEO?
For those of you unfamiliar with SEO (Search Engine Optimization) it’s the process of optimizing signals both on and off a website, influencing how successfully that site can be found when someone searches particular keywords on Google.
Regardless of the vertical you’re in, your ranking in Google Search Results should be one of your primary considerations. Failing to prioritize your search rankings could render you invisible to people looking for your products or services. And if prospective customers can’t find you, how do you expect to grow your business? And if you don’t rank higher than your competitors, how can you expect to expand your market share?
You might have noted that we mentioned the need to optimize signals “both on and off a website”. In other words, SEO is a process that works on multiple levels, and a well-designed SEO strategy should be structured in the same fashion.
And making things even more complicated, there are multiple algorithms in Google, which means there are multiple kinds of SEO. Most people are familiar with Traditional SEO, the process which targets Google’s standard algorithm. Traditional SEO targets specific signals, and their relationship with one another, to increase a site’s value in the all-seeing eye of Google.
Local SEO is a more complicated sub-set of traditional SEO that targets Google’s local algorithm. Local SEO targets many of the same signals as Traditional SEO, but it includes additional signals as well. Local Search is a more nuanced, complicated process designed to get a website to show up in searches in a particular geographic area. Any business with a physical brick-and-mortar location - or that serves customers in a certain geographic area - needs to be doing Local SEO.
In this weekly series, the team at Wikimotive will explore Local SEO, offering you a better understanding of the process - along with quick, actionable tips that are designed to improve your business’s ranking in local search results.
You don’t need to be an expert in SEO. That’s what’s we’re here for… And each week, we’ll have Just the Tip for you.
What Are "Signals"?
We’ve defined SEO as “the process of optimizing signals both on and off a website, influencing how successfully that site can be found when someone searches particular keywords on Google”. So, what do we mean by ‘signals’?
We’re referring to ranking signals - characteristics or elements present on a website that a search engine recognizes - and then utilizes to calculate its rankings. In layman’s terms, signals are what makes your site look good or bad in the all-seeing eye of Google. If your site looks good, you’re viewed as a relevant authority and ranked higher in Google Search results. If not, you have problems.
But there are all kinds of signals. Content Signals. HTML Signals. Architecture Signals. Domain Signals. Granted, those are just broad strokes and we could break down each of them further - but we’re trying to keep things simple. Each of these signals is considered to be an ‘on-site’ factor - directly controllable by the site owners themselves. They speak to the quality and relevance of a site’s content and the ease of its user experience, as well as the site’s overall performance.
There are ‘off-site’ signals as well. But as with anything in SEO, they are constantly changing and evolving. Until recently, one might have emphasized the influence of social media activity and third party review sites like Yelp. While those are still influential to the individual user and can help to increase visibility (for better or worse), linking and citations currently provide more impactful search signals. When other sites link to yours it communicates the popularity and relevance of your content. And citations on those sites reinforce who and where you are.
As a business serving customers in a certain geographic area, you want to rank above your local competitors. You want prospective local customers to choose to do business with you, over anyone else. Your site and search rankings are a critical part of making that happen. And to perform well, you need to optimize your signals.
So what does optimization entail? In terms of content, it means creating unique, relevant and linkable content that supplies a specific demand. In terms of page architecture, it means using properly-formatted title tags, URL’s and incorporating image alt text. It’s a lot to take in, and these certainly aren’t light-switch fixes. But by following best SEO practices you’re far more likely to rank higher and improve traffic, with the potential of converting more customers and increasing sales over time.
Google My Business
(commonly known as ‘GMB’) is one of the most valuable digital marketing assets available to businesses. Every day, millions of consumers use Google to research businesses, products and services. Most recent studies have shown that more than half of the searches conducted on mobile devices have local intent - that means people are looking for local businesses. Your GMB profile is what shows up first for customers, and it’s packed with the top level information that most users are looking for. It includes your business name, address, phone number, website, details about your business, customer reviews, and photos. Helpful to consumers? Certainly. But it’s also empowering for businesses. Previously, we’ve discussed the role of search signals in making a business visible to the all-seeing eye of Google. Your GMB profile (or lack thereof) plays a big part in how you show up - and in converting online prospects into satisfied customers. It’s quite literally the first impression that your business makes. For years, business owners and marketers have been told that their website is where first impressions are made. But times change, and that’s no longer the case. It’s not that your website isn’t important. A well-branded, easily navigable website full of rich, unique content is a cornerstone of any successful business. It helps Google to recognize your value. But with the way search works today, customers don’t have to click through to your website to get the top level info they’re looking for. At a glance, it provides them with key information they need to make quick decisions, such as:
Gone are the days of white pages and yellow pages. If someone is looking for you, they’re doing it online. So, it’s important to make certain that your GMB profile is set up with all the correct contact information. Business name, physical address, phone number, and website; they’re the bare minimum expected if you want people to find you.
GMB verification requires confirmation of your business’ physical location. Why is this important? Two words: Google Maps. It’s how prospective customers will find your business, so it’s important that Google knows you’re really at that location.
In a recent study by Google, it was determined that businesses who took the time to upload photos to their GMB received up to 35% more clicks to their websites and prompted up to 42% more requests for driving instructions. You only get one chance to make a first impression, so be sure to make it count. Upload awesome, high resolution images.
An estimated 91% of consumers regularly check online reviews, and 84% of users trust online reviews more than reviews from friends or family members. GMB prominently displays reviews, so it’s important for any business to be conscious of all reviews (both good and bad). Make sure you’re asking for customer reviews, and make sure you’re honestly responding to ever review you receive.
Questions and Answers
Google’s new Questions & Answers section can be a valuable resource, but did you know that the ‘answers’ can come from anyone? It’s true. While most users assumed that it’s a messaging feature, it’s actually a community discussion feature. That means anyone can jump in and answer questions being posed by your customers. Misinformation can spread fast, so stay on top of your Google Q&A. Answer any and all questions, then upvote those answers to make sure your answers show as the primary answers to questions. You can also ask your own questions, so upload the most common customer questions and set up a pre-site FAQ section. As we said, your GMB is one of the most valuable assets available to local businesses. As we continue this series, we’ll be exploring many avenues of Search Engine Optimization to help you lay the groundwork for a successful SEO strategy. If you aren’t already optimizing your GMB Profile, the time is now.
Expertise, Authoritativeness and Trustworthiness - The Three Pillars of SEO
It’s estimated that 63,000 Google searches are performed every second. That’s 3.8 million searches every minute, 228 million searches every hour, and about 5.6 billions searches performed within a single day. And somewhere in the middle of that search maelstrom, is a prospective customer in need of your products or services. Google uses complex algorithms to determine the pages best suited to answer specific queries. Ever-evolving, these algorithms allow Google to assess the topicality of web pages, isolate the most suitable responses, and rank them. Considering the diversity of queries and sheer number of web pages vying for Google’s attention, it’s a massive undertaking. While it can be difficult to tie exact metrics to Google’s algorithms, they have shown how they manually review websites thanks to a document release. So which metrics are used to assess the suitability of content? Thanks to the release of Google’s Search Quality Evaluator Guidelines, we know that key metrics of manually assessing page quality include (i) Expertise (ii) Authoritativeness and (iii) Trustworthiness. So let’s explore E-A-T and get a better understanding of how it improves your credibility and quality of content.
Expertise comes in a variety of forms. In some cases, it’s formal - achieved through education or work experience. In others it might be more personal, acquired over time and through the repetition of daily life. It could also be the result of diligent research. Regardless of where that expertise comes from, it should be tangible in the content you create. Let’s equate a search query to a real world situation. If you were in search of a service provider (electrician, plumber, etc) and asked people you know for their recommendations, there would be certain people whose insights you valued above the insights of others, right? Perhaps they’re more knowledgeable, more experienced or simply more trustworthy. Well, Google approaches search queries in the same manner; they search for the most authoritative source, to help answer your query in the most effective manner possible.
If you ask someone to hand you a hammer, you expect them to hand you a hammer - not a screwdriver. After all, you’ve made a specific request, so you’d expect a specific result. If that person is familiar with tools, they’ll hand you a hammer. They may even hand you the right kind of hammer if you specify exactly what you need. Search works in a similar fashion, delivering authoritative resources to the user based on how effectively those resources have answered a specific query. For your site or page to rank high in search results, Google must identify you (and your contributors) as authorities. You must provide high-quality content (which we’ll discuss further below). The credentials of your content creators should be clearly stated. And when providing factual data, they should cite the source of their research by linking to it. From the perspective of the user, it creates a sense of transparency and allows them to access additional information from the source themselves. It speaks to the credibility of your site and reinforces the original source as an authority. And of course, the decision of any site or page to link to your content validates your content in the same manner.
To grow your business, you need to attract new customers. And since most potential customers will search for your products or services on Google, you need to distinguish yourself by ranking higher than your competitors in Search Results. That said, it’s important to understand any obstacles that may be working against you. For example… - 75% of Google users won’t look past Page One of Search Results. This means you’re fighting over a finite number of chances to grab the attention of potential customers. - How ‘finite’? There are only 10 spots available in the organic listings (of Page One) plus 3 additional spots in the ‘Map Pack’. If you fail to grab one of those 13 spots, you’ll be bumped down to Page Two of Search Results (or worse).
And who’s competing with you for those coveted ‘Page One’ spots?
Direct competitors, of course. Local businesses within your geography who offer similar products / services to you. But that’s not all… - Depending on your geography and the nature of your business, you may also be competing against larger entities. For example, local garages might also be competing with national Quick-Lube locations. Local burger spots might be competing against McDonalds, or other larger fast-food entities. Local plumbers might be competing against the likes of Roto-Rooter. In other words, well-established national chains and franchises may snag one or more of those top spots, and… - Your chance of grabbing one of the remaining spots may be lessened by the presence of third party aggregators. These are non-affiliated sites that compile existing content, serve it up to users, and generate leads and/or traffic for other businesses. Expedia (or any number of similar travel sites) are perfect examples since they generate business for airlines, hotels and car rental businesses. This highlights the importance of a comprehensive organic and Local SEO strategy. Local SEO optimizes your search signals to ensure that you rank higher in Local Search results and earns your place in the Map Pack. Without it, you may as well be handing business over to your competitors. And it’s important to understand who those competitors are. Perform Google searches for the various products / services you offer, and see how you measure up against them. Even if you don’t modify the search by specifying your geographic area (or by using phrases like “near me”) you can get a better understanding of how you’re viewed by Google, while gaining valuable insights as to what is being done differently (and better) by those who outrank you.
Optimize Your GMB Photos, Videos & GIFs
Previously, we’ve discussed the important role that your Google My Business profile plays; how it’s basically your new homepage, is where you share your business information with the world and is where people searching for your business will form their first impressions of it. But with that in mind, how does one go about making the best first impression? Well, when it comes to first impressions - image matters. More specially, image(s) matter. And Google empowers you to make that best possible first impression by incorporating enticing visuals to catch the attention of potential customers. For those looking to learn more about your business, these visuals may compel them to further explore your profile, hit up your website or visit your brick and mortar location in person. And when it comes to grabbing the attention of those less interested in performing a deep dive, compelling visuals are crucial.
What Subject Matter Should You Focus On?
Exterior Shots: not only is this an important part of conveying your professional image and branding, but high-quality images of your exterior help to form a connection with prospective customers and clients. In addition, they’re instrumental in helping first-time visitors recognize your location once they arrive. Make sure you take images of all possible entrances to your facility, both at night, and during the day. Include shots from the road. Interior Shots: have a similar effect as their exterior counterpart. But for any kind of business that relies upon visitors (dealerships, hotels, restaurants, breweries, bars, etc) it’s crucial to convey the visual appeal of your location. Plus, aesthetics aside, such images speaks to professionalism, cleanliness and the quality of your amenities. Products and/or Service Shots: regardless of what business vertical you’re in, you need to think of your GMB Profile as a means of advertising the products and/or services that you offer. A car dealership might want to showcase popular and promoted vehicles, while a hotel is likely to display their service-based amenities. A restaurant might feature food, while breweries and bars are likely to present craft beers and cocktails. Contractors, creators and tradespeople on the other hand may include finished work or in-action service shots. It all comes down to telling your story in the most effective way possible. Team & Culture Shots: the best spokespeople for your business is the team of professionals that you employ. In many cases, they’re likely to be the ones who interact with your clientele the most. So, celebrate those positive relationships. Feature your valuable team members, and provide your clients with a better understanding of your overall culture, and what it’s like to be part of it on a day-to-day basis. Not only does it create a more personalized experience, but it humanizes your business, helping to set it apart from impersonal and corporate-minded competitors. Logos and Cover Photos: Include your business logo to be displayed in the knowledge panel for your business. Carry your companies branding across all mediums possible, and brand search results that your knowledge panel ranks for. Having a cover photo will also appear on your business profile, and will further solidify your brand.
Avoid Stock Images
Remember, this is about telling YOUR story. While stock images are easily accessible and can be eye-catching, they are often overly stylized and represent idealized versions that are unlikely to be indicative of your products, services or personal brand. Be proud of who YOU are.
What File Types Are Accepted?
‘Images’ might be a misleading term because you’re not limited to standard photography. That’s right, to help tell your story, you can include videos as well as animated GIFs in your GMB profile.
Guidelines & Best Practices
Images: JPG and PNG formats are accepted, and file size should fall between 10 KB and 5 MB. Recommended minimum resolution is 720 pixels x 720 pixels and the image should be representative of “real life”. In other words, avoid unnecessary use of filters. Videos Videos up to 30 seconds in length and 100 MB in file size cane uploaded. As with photos, minimum resolution on video files should be 720 pixels x 720 pixels. GIFs: For best results, default to Image requirements listed above. Animated gifs can play on mobile devices. So, get out there and upload the best possible visuals; combine evergreen content with content that are regularly refreshed. By doing so, you can be certain that you’re making your GMB Profile as impactful as possible when it comes to converting new customers.
THE IMPORTANCE OF ALT TEXT
When we refer to ‘optimization’ we’re usually talking about the steps anyone can take to refine their web presence, increase the visibility of their website in the eyes of Google, and improve both traffic and the potential of converting new customers. The manner in which you format the images used on your website plays an important role in this, while also helping to create a more accessible online experience.
To the casual user, images are immediately appreciable; most of us are able to understand content, context and significance without even slowing our scroll. But what if you’re one of the millions of visually impaired users whose only means of gaining such insights are through the use of a screen reader? This is where Alt Text comes into play.
WHAT IS ALT TEXT?
First and foremost, Alternative Text (or ‘Alt Text’, or ‘Alt Tag’) is an important factor of web accessibility. Incorporated within HTML code, Alt Text serves to aid visually impaired users by providing descriptives which help those users to better understand image-based web content. While invisible to the naked eye of the casual user, those descriptives are interpreted by screen reader technologies which operates at a code level, and vocalized for the benefit of the visually-impaired user.
Your eyes are closed and someone is explaining to you the details of a picture that you’ve never seen before. Details are important. Context is important. When framed within that particular example it becomes easy to understand the role played by screen readers, the importance of high quality Alt Text, and the best practices that can make it so effective.
But Alt Text Isn’t Always Invisible
If an image fails to load properly, it’s Alt Text that appears in its place serving as a sort of descriptive place holder. It helps the user to understand what the intended image would have displayed, the purpose of its inclusion and the context in which it had been used. But Alt Text also serves another purpose…
The SEO Value of Alt Text
Just as Alt Text provides valuable descriptives to aid the visually impaired, it performs a similar function for search engines crawlers. It helps search engines like Google to identify your content and to recognize that it answers the needs of its users. The more descriptive your Alt Text, the more valuable your content will be in the eyes of Google; and with higher valuation, comes the likelihood of improved search rankings.
BEST PRACTICES FOR WRITING ALT TEXT
Be descriptive. By understanding the important role that Alt Text performs, we can approach the process of creating in a more purposeful manner. If tasked with describing a picture of a car, a knowledgable resource wouldn’t simply describe it as “a car”; they should specify the make, model, model year, trim, body style, color and whatever other details are pertinent in understanding the overall context of the image.
Favor brevity. From a formatting standpoint, there’s no hard-and-fast rule in terms of character limits - but a maximum of 125 characters reflects the limitations of most screen readers.
Use keywords conscientiously. Inclusion of pertinent keyword(s) within Alt Text can be helpful in conveying the value of content within a particular search. However, your first priority is to provide descriptive context for the image. Keep this in mind when it comes to both image selection and the creation of its Alt Text. Avoid keyword stuffing in an attempt to make the image relevant to wide scale search. Focus on communicating the unique value of the image based on what it conveys.
Avoid unnecessary descriptives. Google, screen readers and visually impaired users understand that you’re describing an image. For that reason, you don’t need to include unnecessary descriptives like “image of”. Not only is it unnecessary, but it utilizes character spaces that can be used more effectively to describe the image.
Adding alt text is easy, it’s built into most CMS systems like wordpress already. If you need to add it manually to HTML, it’s as simple as adding the following:
<img src=“cutest-puppy.jpg“ alt=“Cute puppy in blankets”>
ALT TEXT EXAMPLES
‘Poor’ Alt-Text might look like this: <img src=“chocolate-cake63886.jpg“ alt=“chocolate-cake63886.jpg”>
‘Good’ Alt-Text might look like this: <img src=“chocolate-cake63886.jpg“ alt=“chocolate cake”>
‘Better’ Alt-Text might look like this: <img src=“chocolate-cake63886.jpg“ alt=“chocolate cake with white florets and chocolate glaze”>
GMB Questions & Answers
Google My Business is one of the most valuable marketing tools out there. When properly optimized, your GMB profile can help to attract, inform and convert prospective customers. Plus, from an investment standpoint, it certainly doesn’t hurt that GMB is free. But an investment of time and effort is necessary if you’re going to put your GMB to work for you, especially if you want the best possible results. And one such area of you need to pay attention to, is the Questions and Answers feature.
What is the GMB ‘Questions and Answers’ Feature?
‘Questions and Answers’ is a community discussion feature. Embracing the power of crowd-sourced information, it serves to provide a better understanding of businesses like yours by allowing users to ask and answer the questions that are important to them.
Where Do the Answers Come From?
As a community-based tool, the aim of the Q&A feature is to create a resource ‘by the user, for the user’. This means that anyone interested in your business can ask a question about it. But arguably more important is the fact that anyone (not just you) can answer those questions. This means that you’re not entirely in control of the information made available to prospective customers. However, what you can do is steer users in the right direction. How?
Think of your Q&A section as the FAQ for your business, and use it accordingly. Antici the Frequently Asked Questions from new and existing customers. By being the one to ask those questions, and providing the best possible answers you’re asserting more control over the information that’s made available.
Just remember: more than one answer can be provided for each question. In some cases, answers coming from other users could be inaccurate or misleading. In extreme cases, the answer might even prove harmful to the perception of your business.
Of course, you want to assert your answer as ‘the correct one’. Fortunately, the GMB ‘Questions and Answers’ feature works on an upvote system, which means that the answer with the most votes is moved to the top of the heap. Recruit team members, friends and families to upvote the preferred answers, and you can gain better control of the information made available to prospective customers.
Ask. Answer. Upvote.
These three simple steps can help you to make the most of your GMB Profile. Your investment of time and attention will help to create better-informed consumers and aid your business by engaging with customers in a constructive manner, both of which can help to improve your conversion rate.