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STAY ABOVE THE FOLD - BUT ONLY IF YOU ARE NOT CREATIVE!

keithI've been hearing the same argument about website design since the late 90's.

"We need to tell our client's everything we do on the home page without having to scroll"
Or
"Our clients don't know to scroll so we have to be concise and get our message across immediately"

This phenomenon is known as staying "above the fold" which is where the screen cuts off your webpage and you are forced to scroll (gasp) to see more content.

I began website design in 1999, a time when AOL was dominant. Their interface took up a majority of the screen. Placing their web browser inside that interface, combined with the smaller monitors of the day, and precious bandwidth to conserve due to dial-up viewers web designers like us were challenged with conveying proper messaging and design within a 6 inch, low resolution space on a good day.

Now more than 15 years later, technology has changed, screen sized are gigantic compared to their predecessors, our very DNA for consuming data has evolved yet we still hear the same request about "the fold phenomenon". Why? Is it valid?

No!

Now I realize you may be coming to this very blog searching for advice because you do not fully understand website design and marketing. So lets try and relate this concept to something everyone knows about. Television.

It's been said in the ad world that the mark of a good commercial is "if you can watch it with the volume off and still understand what the company does and its value proposition" its a good commercial. While this concept certainly sounds not only feasible but desirable for your commercial think about the top commercials of all time.

If you were to watch the Budweiser frogs commercial with no sound, would you know why Budweiser beer is better? How about the famous Clydesdale spots? Try watching these top 25 Super Bowl commercials of all time without sound and see if you catch my drift:

In short, commercials as well as websites have the ability to connect with clients on multiple levels. You can use them to build trust, convey a feeling, make people laugh, or even annoy them into submission.

Thinking of these potential branding medium and opportunities as a spreadsheet of logistics to convey as to why your product or service should be used is a recipe for disaster, or at least a band-aid for lack of creative thinking. Not to mention massive missed opportunity.

Your website is an unparalleled opportunity for branding, building trust, showing off corporate culture, exposing your vision and more. Take advantage of it, hell push it as far as the medium allows. Trust me, your visitors WILL scroll!

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Photo: Nathan Barnatt who is actually extremely creative, he just looks that way.

FREE LONG ISLAND EVENT PROMOTION PR Checklist

Having an event on Long Island? Need to get the word out? Generations Beyond has created this free PR Checklist for you to utilize in getting the most exposure for your event via the availability of free postings online.

Click the image below to download your copy of this handy, free checklist!
Think you need more help? Contact us today! We're great at publicity and packing out events!

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MORE MARKETING FREEBIES FROM GENERATIONS BEYOND:

 

HOW TO BEAT FACEBOOK'S DREADED 'PAY TO PLAY' PUSH

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Facebook has recently switched up how posts are seen by users. This new change has small businesses scrambling to reach their followers as they discover only 2-5% of their audience is actually seeing posts, favoring a more “pay to play” approach as opposed to organic or viral methods.

Does this mean Facebook is a dead end?

No! While it is more difficult for businesses to be visible on Facebook, consumers are still more likely to buy from brands they follow on social media.

Here are some ways to improve visibility on Facebook:

 

  • “Like” your business page on your personal Facebook account

- Invite family & friends to “like” your page as well. Encourage your employees to “like” your page.

- Like, Comment and Share posts from your business page to your personal page. The more interaction on the post, the more people will see it.

  • Focus on post quality vs. quantity

- Pictures over text, videos and links from popular/trusted web sources will improve your posts’ chances of reaching your audience

  • Look to the big guys for what works

- Most of social media marketing is trial and error; let the bigger companies with large marketing budgets figure out what doesn’t work. Use them as a template for what you should be posting.

  • Stay on the pulse of your industry and market

- Trends come and go so quickly, once we find out about them on mainstream media outlets, they are already on the way out. Find the most important/knowledgeable sources in your industry and discover the influential voices in your market. Keeping ahead of the trends will keep you relevant on social media.

WHEN NOT TO THINK "OUTSIDE THE BOX"

At Generations Beyond, we're proud to be the people that clients turn to when they need to "push the envelope" or think outside the box... it's what we call "going beyond," and it's our specialty.  However, there are times in marketing where even the folks at Generations Beyond have to recommend coloring inside the lines. One prime example of this is the world of e-commerce. While it's important to utilize a thoughtful and strategic process to get people to notice your brand and your shop, once they get there, it's extremely important to "color inside the lines" and give them an experience they are used to.

When an online shopper visits your website, places item into their cart, and for whatever reason decides not to go through with the purchase, that's called "Cart Abandonment," and it's the greatest problem that most e-commerce shop owners have to overcome.  From both  design & marketing perspectives, it is important to note that online shoppers are both coveted, and, increasingly demanding when it comes to their shopping experience. Anything from a slightly unexpected event, such as a pop-up in the wrong place, or even something as small as an out of place font, to a change in what the customer perceives as the standard checkout procedure, can lead a potential new client astray, and right to your competition.

It is for this reason that when a potential client has a "great idea" such as having an animated shopping cart fly across the screen each time the "add to cart" button is pushed, to help "set their store apart" from the rest, we, in an unusual move for GB,  take the path of sticking to what already works.

Aside from design & programming, here are some additional reasons your clients may be abandoning their carts:

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WEBINAR: MARCH 27, 2014

We will presenting a webinar in partnership with LogMyCalls on Thursday, March 27, 2014 entitled:

 

"The Future Of Client Connectivity"
30 Minutes with Generations Beyond's Digital Trust Engineers
To register free visit:
https://www4.gotomeeting.com/register/521032599

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