Trending February 2024 # Your Next Website Redesign: 6 Trends To Embrace Now # Suggested March 2024 # Top 5 Popular

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Are you planning a website redesign or overhaul in the next year?

Your instinct might be to browse competitor websites, take a look at templated themes designed for your industry, or stalk Pinterest or Instagram for current designs that speak to you.

While this strategy would result in a beautiful and functional website, there’s also value in looking to the future.

What design elements, layout styles, or functionalities will be the most impactful now, but also in the months and years to come?

A website can function as a work of art, but its primary purpose is a selling tool.

Visitors need to land on your site and complete an intended action, whether that’s signing up for a newsletter, making a purchase, or filling out a contact form.

The way visitors engage with and respond to website designs changes over time, sometimes dramatically.

Ten years ago, it was accepted that you would have to navigate a minefield of popups just to load a page.

Visitors would dutifully pinch and squeeze at the screen in an effort to read non-mobile-friendly content on their cell phones.

These behaviors are no longer tolerated by visitors or, in many cases, by Google.

What to Consider on Your Next Website Redesign

As you plan your website redesign, consider what elements of current design might be outdated at best, or hostile at worst.

Next, it’s important to familiarize yourself with the latest in web design, and separate temporary trends from new developments that will have a positive, lasting impact on your business objectives.

What trends are web designers and their clients expected to embrace in the year to come?

Here are some some of the prevailing trends that are growing in popularity.

1. Personalization

You can expect to see a more personalized user experience based on a visitor’s personal preferences.

This personalization starts in early in the design process by conducting user testing with the types of visitors who will actually interact with the website once live – not just other employees at the web design agency.

As the sitemap is developed and the build begins, you can expect to see content-specific page adaptions and dynamic content that caters to particular target markets and audiences.

You can serve a particular landing page based on geo-location to deliver a personalized experience to each user that makes it easier to complete the intended actions in a comfortable environment.

How to stay ahead of the curve?

Study your audiences and create personas to understand what types of users your website can speak to.

2. Voice User Interface (VUI)

Audio is growing and it’s becoming smarter and more sophisticated.

Voice search will begin providing more optimized search results for content while evolving to feel more approachable and conversational.

The biggest challenge? Web designers will need to decide how best this filters into their current designs.

SEO and content strategy experts will want to keep an eye on how VUI adapts with traditional keyword-driven pages and content.

If you are not yet incorporating SEO into your web design process, this should be a priority.

Content should be structured in a way that makes logical sense to users and Googlebot, while factoring in the distinct patterns of how users phrase queries using voice search versus text search.

3. Chatbots & Machine Learning

Who doesn’t like getting quick answers and instant feedback?

The efficiency of chatbots is that they’ll collect feedback and take a user’s questions to grow and improve – making for a more personalized user experience.

The popularity of these systems will be great for providing users with instant responses when filtering viewers to appropriate content, while improving efficiency and time-saving for customer support teams.

Want to take it to the next level?

Use Google Analytics event tracking to measure how users interact with your chatbot and better identify and resolve drop-offs.

4. Augmented Reality (AR)

One of the biggest (and most interesting) challenges to come will be augmented reality.

Some companies are already using this medium to promote products in a new first-person experience way – but the trend can be expected to grow, especially when it comes to understanding how products, clothing, and furniture fit into a user’s life.

While this feature may be a little ambitious for your average small business or eCommerce website, there are related principles that you can adopt.

Something as straight-forward as embedding a Google Maps store walkthrough will be an easy way to enhance the experience for your visitors and blend the web with reality.

5. Minimal Interfaces & Card Layouts

Minimalism is still a prominent design direction and you can expect that to continue due to its cleanliness and easy usability.

This is even more imperative with the continued shift to mobile browsing. Mobile users should never be treated as an afterthought.

Card-based layouts will also be a notable style as they make websites simple to navigate and are great for displaying content.

How do you make this work?

You must be able to balance your content and your white space to limit distractions and allow users to navigate easily between items.

6. Geometry & Illustration

You’ll also begin to notice more animated iconography and a geometry-based focus in design elements and loaders as we move forward.

These animations give your page personality and make it feel more lively.

It’s also a nice touch to make your content feel more responsive to a user.

Other noteworthy graphics will be in organic shapes and animated GIFs.

Moving On

So what can we say goodbye to?

Expect to see websites abandoning the parallax effect due to its impact on website speed and user experience.

We expect to see less complex typography in favor of simpler, more mobile-friendly fonts.

Finally, general clutter on the page is no longer in fashion – understandably so. A “less is more” approach that prioritizes the intended user journey is the key.

Conclusion

If you are in the early planning stages of a new website, many doors of opportunity are now open to you.

By the time your new website is ready to launch, you will be ahead of the curve and poised for lasting success.

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Building Responsive Into Your Next B2B Website Redesign Project

Examples showing why B2B website visitors deserve a great experience too

Whichever business sector you are in, it is still crucial to consider your digital marketing as a holistic process created around your website. In a 2013 blog post here on Smart Insights I detailed a number of areas that all effective B2B websites should have. Many remain relevant even though the technology and customer expectation has moved on.

The objective of this blog post is to build on this theme of centrality and align it with the delivery of powerful and engaging user experience that draws visitors in and keeps them coming back again and again.

Only by creating a website rich in customer focused content and that is built to respond to the device it is being viewed on, has the chance of catching and maintaining attention. I’ll also be covering this topic as part of 6 key tactics to Turbocharge your digital marketing in a free Smart Insights webinar on November 18, you can register here.

Why invest in responsive design

As your own Internet use will testify, the use of mobiles, tablets, phablets and other portable devices has fundamentally altered most experiences of the Internet. Some B2B websites are recording mobile traffic anywhere between 10-20% of the total and this is only set to increase as devices improve, 4G and WIFI become more engrained and information needs evolve.

So, creating a mobile device friendly website experience should now be a critical part of all new B2B web strategies. Why? Because you want that first impression we talked about to matter and you’re risking up to 15% of your shop front foot-fall walking straight out of your online store if you don’t cater for it. Plus, you don’t want to add to your bounce rate because of a poor user experience.

Responsive web design (RWD) has existed for a few years, borne from the opportunities afforded to developers with the onsite of HTML5 . RWD allows for content on a website to stay the same; it is the layout of the content that alters for different screen sizes. Because of the differences between desktop, tablet and mobile phone your content might reduce from a column format, to two down to a single stacked column on a mobile.

RWD works for a number of reasons:

No more pinching as the website renders for the environment it is being viewed in.

RWD makes your site available anywhere, any time – whenever a customer needs it.

Visitors to RWD sites really feel that their experience on their device of choice has been thought through and that they have been valued

RWD makes it easier to connect with more customers – and make more money.

A few things to consider when working in RWD

It takes longer to design a RWD than a conventional pixel based website as there is much more to consider up front. Testing can add a huge amount of time and extend deadlines as a variety of devices and browsers are tested.

RWD will cost more than a traditional website. As well as the additional time it takes to create a RWD, it is still at a relatively early stage of its lifespan in web terms, so not all website designers are entirely comfortable with it.

But the good news is search engines like RWD

Google, in 2013, updated its recommendation to cover these three mobile SEO configurations:

Option 1. Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration.

Option 2. Sites that dynamically serve all devices on the same set of URLs, but each URL serves different HTML (and CSS) depending on whether the user agent is a desktop or a mobile device.

Option 3. Sites that have a separate mobile and desktop sites.

Some examples of great responsive b2b websites

Who is doing RWD well?

Fortunately, it’s easy to check. You can always check if a site is responsive on your desktop/laptop by grabbing and dragging the bottom right hand corner of the browser window across to the left and seeing if the site adjusts to fit. (Or by opening a site on your tablet or smart phone and see how it offers a different, more direct to action experience!)

Ironcat, not only a finalist in the 2014 Blue Drop Awards, but more importantly a site fitting the brief for a mobile and tablet-friendly website that enables customers to search products based on specific needs and applications.

The site flexes well depending on device. And it offers a user-friendly way to contact sales representatives on the spot to ask questions about certain products, and also to provide a way for potential customers to locate a distributor.

Our site created for Pentair Safety Systems UK shows the responsiveness of the site even more starkly in its smart phone version. The information packed home page on the standard view is designed for a knowledgable customer demographic.

Switching to mobile, specific elements are prioritised to get people ‘on the go’ quickly to the product content they are most likely to want.

For much more on responsive B2B web design and examples of how to integrate it with the rest of your b2b digital toolkit, download the Smart Insights B2B digital marketing bible (updated October 2014) today.

6 Essential Marketing Trends For 2023

Examples of digital marketing tools and techniques to give you an edge in the year ahead

Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2023. The cutting edge examples certainly show the exciting opportunities available – there is almost too much choice…

In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use.

For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2023.

Trend 1. Lifecycle marketing

This focus is shown by the latest Altimeter / Prophet State of Digital Marketing report, which shows a primary focus on increasing awareness.

The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention.

A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle.

Become an Individual Member to access the latest channel-specific guides

What is Individual Membership?

An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Many businesses are adopting marketing automation and account-based marketing technology to implement these touchpoints. See the article linked to above for all of the potential activities that can be audited.

Trend 2. Conversational marketing

For me, this is the most exciting trend in marketing today, bringing together rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging.

Conversational marketing was highlighted as a key innovation in the latest Gartner hype cycle alongside Artificial Intelligence, which often fuels it.  You can see that of the technologies on the Innovation Trigger slope, many aren’t expected to become mainstream for 5 to 10 years. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing.

Gartner explains:

“Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the Peak of Inflated Expectations phase”.

Personally, I think the hype about smart speakers to support the purchase journey is just that. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. However, the research suggests I may be wrong. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that:

“Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. In fact, nearly a quarter (22%) said they have done so within the past week”.

I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Persado is an interesting tech here.

Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis.

For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language.

Another example of  AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns.

Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.

Trend 3. Insights-driven marketing

At Smart Insights we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. It’s why we’re called what we are.

Improving their data-driven marketing is an aim of many businesses indicated by the most desired skill amongst digital marketers revealed by the Altimeter/Prophet State of Digital Marketing report.

Businesses using this approach are trying to gain the benefits reported by Mckinsey research that suggested that:

Intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition than non-intensive users, and nine times more likely to surpass them in customer loyalty.

For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. By providing a deeper understanding of consumer preferences, the community challenges widely-held assumptions. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Data from the community provides insight on the competitive landscape, revealing channels the company can enhance to improve growth. The community also helps Red Bull deliver more value to retailers.

Trend 4. Marketing technology

Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using.

To highlight the range of great services available and to simplify the options a little, we designed this essential digital marketing tools infographic to recommend the categories of tools you should consider across the Smart Insights RACE Planning system and highlight the most popular, most capable tools.

We will create the annual update for this in early 2023, discussing it recently on LinkedIn has highlighted some of the latest trends that aren’t evident from this version of the wheel. Raviv Turner, Co-Founder, of B2B service @CaliberMind said:

“No MarTech stack is complete these days without the third leg of CRM, MAP & CDP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”

I’m not sure ‘the only-way’ is accurate, but that is the sentiment.

Kristen Obaid, Always On digital marketing campaigns manager for an international Education company, added:

“The Salesforce and Adobe MAPs are underrepresented here (eg Pardot can be used for email, social, CRM, CMS, audience management, analytics. Krux is now SF. They can both be used as DMPs if the data is configured properly.) BI with simple data integrations (like Domo, Tableau) are also missing, plus Intercom for service CMS eg FAQs, and Drift for automated service chat”.

Trend 5. Consumer Privacy and KYC

Repeated privacy faux-pas by Facebook, Google and security breaches at other brands leading to the release of customer details have highlighted to consumers that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines.

Record fines have arisen in 2023 from the maximum penalty for contraventions increasing under GDPR to up to €20m (£17.5m) or four percent of global turnover – whichever is the greater.

British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records.

While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers.

At the same time, we have seen a decreasing effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination – supposedly one of the key benefits of digital channels – more difficult.

Emerging technologies can potentially help with both of these challenges.

New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices.

For example, UK startup Hooyu blends traditional methods of customer verification such as database checks (where available) with ID document validation, digital footprint analysis, geo-location and facial biometrics. While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available.

With these consumer concerns and new legislation such as the EU ePrivacy legislation about to be launched and the inaccuracy of tracking online with increasing restrictions built into browser like Chrome and Safari it seems like the days of the cookie (and particularly third-party cookies) and digital fingerprinting may be numbered. This means that businesses should be considering other alternatives if they aren’t already.

Discussing Unified ID – Why Identity becomes a key success factor in the post-cookie era era – Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media estimates that

“More than 20% of all cookies in a desktop environment do not live longer than a day and a further 15–20% do not survive a month. For vendors in a third party context (which are typically all participants of the programmatic ecosystem), the problem might even be worse.

Multiplatform consent solutions like Sourcepoint and Identity and Access Management integration solutions like Auth0 and OneIdentity will be adopted more widely. Within AdTech new solutions will have to be found in response to Google and Apples Ad-targeting limitations.

Trend 6. Digital transformation and Marketing Transformation

Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications.

To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place.

The aim of digital transformation is to develop a roadmap to improve digital capabilities and skills, while at the same time, integrating ‘always-on’ digital marketing activities with brand and product marketing in the business.

This chart from the research shows that many businesses are active in transformation to try to achieve this aim through the success factors covered in this briefing.

Despite some talk that we might be in a post-digital world by 2023 and some traditional marketers suggesting that “it’s time to shut down digital marketing for good” the reality is that many specialist digital job roles and are needed to run digital marketing activities as my post ’10 reasons you still need a digital team’ shows.

A common practice that we can expect to continue in the future is a move to a hybrid approach to managing digital marketing with digital marketing skills being developed in marketing teams as suggested by this structure.

Through the year, we’ve been adding to our tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders.

All the best for grasping the opportunities from digital marketing in 2023 and beyond! To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience.

Download our Individual Member Resource – RACE digital marketing dashboard

Google Analytics is a great, free service, but it contains many, many metrics and many, many reports. Although custom dashboards can be built in Google Analytics, it’s not readily possible to create a dashboard that summarises the effectiveness of digital marketing across the marketing funnel for a business, particularly for the all-important ‘deltas’ of month-on-month and year-on-year performance.

Access the RACE digital marketing dashboard

5 Top Metaverse Coins To Buy Now – What’s Next To Explode

2023 is likely to be the year of the metaverse. With so many metaverse crypto projects on the market, how do you know which ones are the best? This is the place to find out. In this article, you’ll discover five of the top metaverse coins that are favorites of industry experts, why you should invest in them, and which one could outperform them all.

1. Metacade (MCADE): Web3’s Community Hub for the Metaverse

Metacade is the ultimate social platform for metaverse and play-to-earn enthusiasts. Its where users can connect with like-minded peers, discover how to earn more from metaverse gaming, and participate in the world’s first fully player-owned arcade. While there are many metaverses out there, Metacade is the hub that can link them all together, creating a central metaverse meeting point for players across the globe. 

Social hubs are vital for gamers, and Metacade is getting in early to cement itself as the go-to place for blockchain-based gaming. It’s planning to implement a number of features that will be invaluable to metaverse explorers in the coming years. For instance, there will be forums for discussing the latest tactics, live chats for collaboration in real-time, and a comprehensive review system to help you find the metaverse and P2E games worth playing. 

To encourage its members to make the platform the best it can be, Metacade will offer rewards for sharing reviews, GameFi alpha, or other useful content. The benefits here are two-fold: players, no matter their background, can earn simply by offering their thoughts and expertise, all the while turning Metacade into Web3’s number one repository for everything metaverse gaming. 

These rewards are just one of many ways users can earn through the platform. Alongside regular prize draws, competitions, and tournaments, Metacade will be launching its job and gig board in Q1 2024 with the aim of becoming a Web3 gaming employment hub. Users will be able to find work at the cutting edge of metaverse development. Metacade members can even boost their income by offering feedback on games using the platform’s native testing environment, some of which will be developed through the Metagrant program. 

Metagrants are one of the most talked about features of Metacade. Essentially, it allows MCADE holders to decide which developers should receive funding from the treasury to get their games off the ground. Developers submit their proposals to one of the Metagrant competitions, and users vote for their favorites. The idea with the most votes is allocated financing, with the final game being added to Metacade’s virtual arcade.

These features have been well-recognized by investors over the past few weeks. Despite being in presale, Metacade has managed to raise over $3m in stage 2 – $1.12 million of which was invested in under 3 weeks. With more investment expected to flood in over the next 7 stages, the MCADE token could go parabolic once it hits mainstream exchanges. With all of this in mind, Metacade is definitely the top metaverse coin to buy right now.

2. Ethereum (ETH): A Vital Component for Many Metaverse Projects

Have you ever heard of the phrase, “in a gold rush, invest in picks and shovels?” This analogy can be applied to Ethereum, the leading smart contract platform that provides the critical infrastructure for the majority of top metaverse coins. In fact, three of the five tokens on this list are built on Ethereum!

Smart contracts are vital for blockchain-based metaverses, allowing them to operate securely without needing a centralized authority. Ethereum has already proven itself through the thousands of decentralized applications (dApps) hosted on its network. Its DeFi dominance, for example, has been unparalleled since DeFi entered the mainstream. Even today, Ethereum accounts for 59% of all DeFi transactions (DeFiLlama). 

Going forward, Ethereum is expected to be the chain of choice for metaverse developers. With the recent Ethereum Merge being carried out successfully, this seems even more likely. That’s because it allows the network to implement sharding – a move that’s expected to boost Ethereum’s speeds to over 100,000 transactions per second while reducing fees significantly. 

Considering that all transactions made in any Ethereum-based metaverse will require gas fees to be paid in ETH, the token has the potential to see much higher demand once the metaverse becomes more commonplace. Combined with its versatility in other sectors of the crypto sphere, Ethereum is one of the top metaverse coins to buy right now. 

3. The Sandbox (SAND): A Well-Established Metaverse

The Sandbox is a virtual world built on Ethereum where players can create, share, and monetize their own gaming experiences. It allows players to purchase in-game land, represented by the LAND NFT token, and build whatever they like using the VoxEdit and Game Maker tools. 

These tools let players explore their creativity on a level that’s yet to be reached by other top metaverse coins. For instance, VoxEdit enables users to manipulate blocks, known as voxels, to build almost anything their imagination will let them, like sculptures, cars, and AI foes. These objects can then be bought and sold on The Sandbox’s Marketplace with the SAND token, opening up a source of income for creators. 

Meanwhile, the Game Maker has a full suite of features that allows users to build incredibly immersive experiences, like dialogue, camera angles, quests, and more. In contrast, while other leading metaverse projects like Decentraland encourage user-generated content, they don’t give players anywhere near the same depth of customization and control as The Sandbox.

Perhaps one of the most convincing reasons to consider The Sandbox as a top metaverse coin is its partnerships. The platform has partnered with several big-name brands, gaming companies, and franchises that expand The Sandbox’s market reach. For instance, Gucci, HSBC, The Walking Dead, Tony Hawk, and Atari have all built their own experiences inside The Sandbox’s metaverse. This list is expected to keep growing over 2023 and could be a catalyst for further appreciation in SAND’s price. 

4. ApeCoin (APE): Investors Are Going Bananas for Otherside

ApeCoin follows on from the unbelievable success of some of the world’s most valuable NFT projects. Launched in 2023 by Yuga Labs, ApeCoin is the native token of the Ape ecosystem, a term used to describe the all-encompassing universe of Yuga’s creations, like Bored Ape Yacht Club (BAYC), the ApeCoin DAO, games, events, and services. Most excitingly, this ecosystem now includes Otherside, Yuga Labs’ most ambitious project to date.

Otherside is an open world, like The Sandbox, that lets users buy virtual land, interact with fellow metaverse explorers, and build their own creations on a faraway planet. It’s being built in collaboration with Animoca Brands, The Sandbox’s parent company, Improbable, is a UK-based gaming studio. Improbable has created M², a network that allows over 10,000 players to seamlessly use Otherside simultaneously. It also allows for the game to be streamed, meaning that users won’t need high-end computers to access Otherside.

In July 2023, players got their first glimpse of what the polished game might look like with the “First Trip” demo. This demo revealed that it was just the first step in an 11-part narrative that will see thousands of users collaborating to take on bosses and complete missions. 

Otherdeeds, the in-game real estate, also launched with massive success. In the first 24 hours of the Otherdeeds mint, over half a billion dollars was spent by users racing to get their hands on one of the 55,000 NFTs. It also caused significant congestion on the Ethereum network, sending transaction fees skyrocketing.

With APE expected to be the de-facto currency of this metaverse, 2023 could bode exceptionally well for ApeCoin investors. Otherside doesn’t yet have a formal release date but is expected later this year. When it launches, it could launch APE into the stratosphere, making it one of the top metaverse coins right now.

5. Star Atlas (ATLAS): Bringing Space Exploration to Your Living Room

Star Atlas is arguably one of the most ambitious projects on this list. It describes itself as “a grand strategy game of space exploration, territorial conquest, political domination, and living among the stars”. From what’s been seen so far, it could be (literally and figuratively) huge. Built using Unreal Engine 5, Star Atlas promises players an unforgettable and visually stunning interstellar experience. It’s undoubtedly borrowed characteristics from EVE Online, one of the world’s most-played MMORPGs, and could soon attract thousands of players from the EVE community. 

Star Atlas sees players exploring the far reaches of the universe in their own spaceships, battling for territory, and teaming up with others to form factions. Whereas other metaverse games have received criticism for their inability to rival traditional AAA titles, Star Atlas is expected to be the first of its kind in bringing console-grade gaming to crypto. 

By using the Solana blockchain, Star Atlas enables fast and cheap transactions whenever players purchase in-game items, which are stored as NFTs on-chain. Ships, structures, and consumables can all be traded on Star Atlas’s in-game market using the ATLAS token, with mined resources also expected to be a source of income for many players. 

Besides expanding their space empires and mining capabilities, players can also participate in factional and regional DAOs to help determine the next steps for their side’s strategy. If you own the POLIS token, you can also participate in the larger Star Atlas DAO to influence the game as a whole. 

While the game is still under development, it’s predicted to launch sometime in 2023. A demo was launched on the Epic Games Store in September 2023, and from what’s been seen, the finished product could be incredible. For that reason, ATLAS is one of the top metaverse coins to buy for 2023. 

Metacade (MCADE) Is Poised to Be a Top Metaverse Coin in 2023

As the metaverse gains traction, there’s no doubt that these five tokens have a strong chance of benefitting from the industry’s growth. Established players, like Ethereum and The Sandbox, might have limited upside potential but are likely to be safe investments as metaverse adoption grows. Newer tokens, like ApeCoin and Star Atlas, are definitely more speculative, but if they meet up to their promises, they could make millionaires in 2023. 

Metacade, however, seems to be the best investment choice of them all. Given its goal to become the ultimate metaverse gaming platform, Metacade stands to benefit from the massive growth in metaverse interest as a whole and is not tied to a particular game’s performance. It’s akin to investing in Netflix vs. investing in a single movie. 

It seems like some of the more savvy investors seem to realize this too. As mentioned, Metacade has raised over $3m since the start of presale. Its MCADE token is currently priced at 0.012, but time is running out to pick up coins at such a low price. MCADE will its finish presale at $0.02. Don’t wait: check out what analysts are calling one of the top metaverse coins of 2023 right now!

Ideas To Improve Your Website Conversion Rate

10 hidden factors that could be affecting your Conversion Rate

Many elements come into play when you are seeking to improve the conversion rate of your website as part of a site conversion optimisation strategy. You may already appreciate the importance of testing major changes such as the offer, call-to-action buttons, placement of product pictures and headlines.

However there are other technical features of a landing pages, which if not implemented correctly may also damage your conversion rate. In this article I define 10 factors which are less well known but could easily be compromising your success. The examples I will include cover both classic landing pages for lead generation, in B2B for example and also Ecommerce sites.

Ten steps to improving conversion on your website 1. Utilizing a CAPTCHA

Everyone is familiar with these…

It’s important to always remember the fact that CAPTCHAs are hated just as much as spam. The unfortunate bit is that these combinations of numbers and letters have become the most popular method of fighting automated submissions and so many sites continue to use them. You may want to explore alternatives though.

An interesting survey was conducted by Moz last year showing that turning off CAPTCHA allows fewer spam mails to get through, without losing conversions along the line. There were nearly 160 failed conversions after turning CAPTCHA on again.

If using a CAPTCHA on forms to prevent spam you can try disabling it only temporarily and check if rate of conversion increases. NuCAPTCHA is an alternative to CAPTCHA present on the market. It promises to fight spam effectively, while also preventing conversions from eluding your form.

2. Applying the regular Call to Action text

You may have tried replacing ‘Buy’ with ‘Add to Cart’ call-to-action text or ‘Get a Quote’ with ‘Find out More’ for instance. Indeed, small alterations like these could improve conversion rates significantly.

Even then you still can go deeper. Did you know for example, that Dell made $25 million extra in sales by simply replacing three little words? Their initial call-to-action ‘Learn more’ which is frequently used, they changed to a more interactive phrase, like ‘Help Me Choose’.

How are you able to apply call-to-action button text for propelling users forward through the process of conversion? Another retailer made a change to the purchase process described by Jared Spool at UIE which de-emphasised registration where the button text change saved $300 million.

3. Keeping from Changing the Call-to-Action basing upon User’s Behavior

Is there another step which you could take to help them feel more relaxed about executing that first move?

Can you offer free orientation on how to apply your product, or maybe a free webinar on ways of using your services to impact their business? You may as well try out a coupon they could use to make future purchase?

Wait, for what?

This statement is the equivalent to having a toddler cling to your ankles in panic as you are exiting the toy aisle.

4. Failing to Show Policies Up Front

People hardly like hearing that returns are honoured only when unused, untouched and unopened. It is important to show your refunds returns guarantee, policy and privacy policy up front.

This not only demonstrates your integrity and transparency, but also offers the visitor a clear picture of just what are the rules of your company, before they decide on a particular action.

If you want to really shine, remember including the phone number, address and real name of your contact. Avoid any attempts if possible, of forcing the visitor to wade through endless murk which characterizes ‘Customer Service Helpdesk.’ For even more security and credibility, back up the policies you have with seals of trust like Hackersafe and Verisign.

5. Not offering clients Shopping Cart Convenience

The majority of customers fill their shopping cart with different products then pause for several days while thinking of what to purchase next, or just hold on for their next paycheck. Once back, they get disappointed at the sight of their empty cart. Your customers should end up spending significant periods of time shopping on your site, especially now that cookies are widely accepted online.

Allow guest shoppers to fill their cart then keep it for a set time period without requiring buying or registering. You can achieve better prospects in fact, if able to tie in this convenience with ‘social recommendations’, ratings, reviews and ability to forward the page to their addresses on email.

Make use of ‘social recommendations’ in addition to this, such as ‘80% of customers surveyed would recommend this item to a friend’.

By doing that, you remove every kind of obstacle possible, while laying the flexibility and convenience on thick. Be prudent and give internet users multiple rational reasons for backing up their purchase online and show them how smart a decision they are making trading with you. This is very critical since the web visitors are unable to touch, try out or try on any product you offer them any other way.

6. Failing to track your changes

You do not necessarily require a costly system for testing, measuring and evaluating the manner in which changes affect your rate of conversion. You do, however, need to know how every form of change you make affects the page and entire site through using your analytics system.

For instance, increasing size of product images on site may lead to loss of traffic due to longer loading time. It may as well allow customers who were only browsing more detailed assessment of the product and offer them greater motivation to make purchases.

7. Noting paying close attention to Font Style or Size

Font style in some way resembles a designer’s preference more than something which would cause a dip in conversions. Users would just leave and take their business somewhere else, if font size proved too small.

Most modern browsers today permit users to adjust their text accordingly, even though most individuals do not even know that this is achievable. Reading fonts which have ‘feet’ on the letter edges (like Courier and Times New Roman) get eyes tired faster on screen, thereby making Verdana or Arial (fonts lacking any ‘feet’ on them) better choices.

8. Inviting Coupon Code Use without employing any Coupons

Nothing is probably more distracting than trying to complete an order before suddenly noticing a promotional code or coupon form field. Your reader may subconsciously think that someone is getting a better deal than them somewhere in this case. Since most people enjoy being given discounts, your visitor will stop in-between the ordering process to seek for coupon codes.

To avoid this, do not show coupon codes at your front page only, but fill in one at checkout for the customer. Shoppers appreciate the discount or freebie even when something minor and continue ordering without having to feel interrupted. 

9. Selecting a poor background colour

Granted, colour psychology affects how we perceive websites as well as our impression of them within the initial few seconds. Most sites err in terms of caution by selecting typical blue background plus a white content area. This is a popular choice which makes it more difficult distinguishing your site from others.

In recent times, there has been a surge towards bold, bright, high contrast hues together with simple and direct statements offering clear impressions to internet users.

10. Failing to use Natural Language

Forms have evolved a lot from standard grey buttons and text fields. They now more naturally blend with the site design and have interactive prompts.

Search Engine Land carried an article stating that using natural language in a form could increase conversion rate by 25-40%. Although the example above may be more difficult to complete.

Such friendly forms are known as ‘Mad Libs’, named after the road trip fill-in-the-blank game for children. The term arises from the way in which these forms adopt a conversational tone when inviting web users to complete them.

Thanks to David Rosenfeld for sharing his thoughts and opinions in this blog post. David is an Analyst at

Thanks to David Rosenfeld for sharing his thoughts and opinions in this blog post. David is an Analyst at Infinite Conversions , a digital agency focussing on improving website results through conversion rate optimization.

Abm: How To Use Website Personalisation To Engage Your Accounts

A VIP web experience for your VIP prospects

It’s the first sign of light after what could be months of hard slog on your ABM (account-based marketing) campaign. You generate your first lead from one of the accounts on your ABM target list. Hooray! High fives all round for sure.

After reflecting on how to build an ABM list for success, how to figure out which companies are coming to your website, and how to get ABM accounts to your website – we’ve now landed here. How to get individual named companies to convert to your website.

This is in the middle of the ABM process, and a key part of what’s often called the flipped funnel approach: AKA land and expand.

This is all about landing that first lead within an organization that you can then use a variety of engagement methods between sales and marketing to transition through the pipeline to a successful sales close.

What is website personalization?

Because so few organizations are doing any form of website personalization, it’s sensible at this point to explain the concept. Website personalization is the act of giving different visitors to your website a different experience depending on who they are.

If you’ve ever been through a new B2B website design project from start to finish, let’s see if the following statements strike a chord:

 “We need to have more images of this particular industry.”

“We’ll need to change this text because it’s going to upset this type of customer.”

If you’ve ever had these types of conversations about your website, you’ll know it’s very difficult to get all your ducks in a row on a B2B website. It’s usually because B2B organizations often service different industries and different types of customers.

What’s the impact? You end up generalising everything to the point where perhaps only a small percentage of your website’s content is relevant to a particular company or individual browsing your website.

This is why many marketers are seeing website personalization as one of the core focus areas for investment in the coming years. It is the holy grail of website design. It offers you the ability to provide different text, images, links and call to actions depending on who’s browsing the site.

The sky really is the limit when it comes to website personalization.

ABM vs Marketing Automation

I thinkin the wider context of B2B marketing nowadays, it’s not a case of which of these approaches works best. For many businesses,  a blend of the two megatrends in marketing is probably where B2B demand generation should be right now.

But it’s important to make a very important distinction between the way to two methodologies approach website personalization.

Often when I have early conversations with people looking for ABM consultancy support, when we get into the topic of website personalization I get a ‘closed for business’ sign.

If I had a dollar for every time someone said to me “we’re already doing website personalization, we have Hubspot,” I wouldn’t still be buying those £5 bottles of red wine from Tesco.

The whole premise of website personalization at the marketing automation system (MAS) level is making a distinction between visitors to the website (pre-form fill) and those known contacts (post form fill). All of this is carried out using a cookie drop at form fill stage.

Let’s run with the Hubspot example, but you could pick any MAS. Hubspot boasts the ‘smart content’ tool, which gives you the ability to show people who have never engaged with your content one message, then show individual contacts who have another.

Don’t get me wrong, that’s cool. But it’s cool in the context of Inbound Marketing.

With ABM personalization, in the first instance, we’re interested in that preform fill stage.

To put it another way, with ABM we don’t rely, or indeed use, form fill data to personalize until the ‘expand’ part of the land and expand methodology is complete. And using a range of tech tools now available, we can personalize website content for ABM campaigns like it’s going out of fashion from the get go!

Personalization the ABM way

So we’re clear on what it is, we’re clear on how it’s different to what you may already be doing,  and now we’re going to get into the meat: how to get it done ABM style!

In fitting with the rest of the series, I’m going to run through the different tech that’s available to do this and the relevant merits or otherwise of the systems using our experience of helping clients to do this day in, day out.

ABM for WP

WordPress is the most popular website CMS in the world right now. Boasting a 60% market share, B2B marketers across the globe are using WordPress to hack together an incredible growth stack for a fraction of the price of other all-in-one tools.

With it being so popular, it was only a matter of time until someone built a dedicated ABM tool for WordPress websites. Enter the ABM for WP plugin.

It works by matching the corporate IP address of a website visitor with company information held by ABM for WP.. This means, crucially, it works pre-form fill.

ABM for WP uses Kickfire data for firmographics, which as we covered in the Analytics blog, is really the market leader when it comes to providing firmographic data to power ABM.

As the ‘how-to’ guide says, You can create fixed personalizations: this pulls through the company information into web pages. You would use this for showing a company’s name back to them as part of a personalization.

You can also create flexible personalizations: this allows you to show specific messaging, links and images to individual companies, or groups of companies using a range of parameters like industry and company size.

ABM for WP is the lowest cost way to do ABM website personalization on this list by some way. It’s the only tool that really appears to marketers in SMB or mid-market organizations who don’t have tens of thousands of dollars to spend on doing website personalization at scale.

Consequently, it’s the only tool that will show you public pricing of how much it will cost. Go figure.

It’s Achilles heel though is its laser-like focus on WordPress. If you don’t run WordPress, this tool is about as much use as a chocolate fireguard and you should check out the other players pronto!

Bound

Formerly known as GetSmartContent, Bound is a platform that provides visitor analytics and website personalization in a single platform.

The logic is that you can use the visitor analytics to identify who you audience is, then use the same system to create content that’s personalised just for them. Decent logic then.

It has a really good looking user interface and dashboard. It looks and feels like a premium product, and is priced as such.

Bound have really doubled down on the integrations into other marketing systems. It plugs in in neatly to ABM tools many businesses are already using: LInkedIn, Marketo, Eloqua and more. So it’s a neat way to create a more rounded ABM tech stack by combining it with other tools.

Another real strength of Bound is its native support for A/B split testing. This means without any other tools you can test and deploy micro-tests to put your personalizations through the mill. You can then use the analysis to refine and improve to your heart’s content.

Demandbase

Demandbase is probably the best known account-based marketing solution out there at the moment. I haven’t seen any independent stats, but it’s almost certainly the market leader in dedicated account based marketing tech.

And for good reason. They’ve got a really good product. I’ve been working with Demandbase tech since 2024 and it’s fair to say since that time they’ve been able to put a recent round of $65m investment to good use.

They’ve moved away from a combination of individual products to offering an all-in-one account-based marketing suite in a from a single dashboard.

Obviously we’re interested here in website personalization and Demandbase has one of the best tools out there. You can’t be a darling of Silicon Valley and get a 8 figure investment if you don’t do AI. And Demandbase has really shown how their AI focused site optimization tool can take personalization way beyond firmographic data (although it does that too).

I like the direction this is going in. As ABM marketers, many times we are working with, at best, presumptions based on research. If AI helps us all to make better targeting decisions for our account list, then I think it will help take the ABM personalization market and indeed ABM in general in an exciting new direction.

Marketo

Marketo have done a really good job of straddling the ABM and marketing automation interface we explored earlier in the article.

They’ve come to the table with a really powerful web personalization suite that not only personalizes content for individual personas after form fills, but also has more B2B focused functionality like firmographics (company name, industry, company size) but also – quite interestingly – customer journey.

This means you can treat accounts in the awareness stage of the buyer’s journey differently to those who are already evaluating your product or services vs the competition.

Suffice to say, you can go deep with the Marketo tool: it’s powerful.

The Marketo tool is only really relevant to Marketo customers. To get the real benefit of most of the functionality, you’ll need to be a Marketo account. This will probably naturally lean this solution more to bigger companies.

Choosing the right tool

As you can see, when it comes to choosing the right tool, it’s not actually going to be an easy choice.

If you run your website on WordPress, then ABM for WP is the way to go as it works natively as a plugin to WordPress.

I would always say start with the strategy. What does your ABM campaign look like as a whole? Who’s on your list? How do you feel personalization could be used to convert them? You can use this insight to then build a statement of requirements that sets out what you need in a website personalization tool.

Once you have your statement of requirements, then it’s going to take a fair bit of time to explore all the options. There’s not really any publically available pricing, and very few screenshots or videos of any of the tools out there.

So you’re going to have to fully engage with software vendors, beauty parade demos and go through the sales process to some degree of each of the vendors to get a feel for each of the tools.

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