As this directly influences the operational budget, the cost of acquiring a customer is among the top worries for a business owner. You can allow a bigger part of your marketing budget in other key areas by saving on customer acquisition cost. And this will eventually make your business run to the ultimate profitability.
In practice, the task is quite challenging as one should try to keep this cost to the minimum. In keeping their customer acquisition cost to a minimum, there are some tried and tested ways that have helped businesses.
To acquire customers with minimum efforts ask for recommendations
People often overlook what they see and what they hear. Especially in terms of their business partners and close friends, people trust people.
To start to acquire new customers at minimum cost and effort asking your customers to recommend your product/services in their social circle is a good point.
The same is just for customer reviews. For making a purchase, 67% of consumers read up to 6 reviews before finally trusting a product. The CAC can be dropped significantly by asking buyers to leave product reviews.
Getting the best out of the social media campaigns
This results in an increase in their CAC as nearly 86% of marketers uses paid marketing to acquire more customers.
It is also not assured that people who will come to your marketplace through a paid medium will end up in buying a product besides all.
As social media content goes viral, paid marketing may not reap the expected results. Your brand can reach millions of social media users in a matter of hours with content going viral.
Improving on the customer services for enlarging customer base
Nothing is more remarkable than customer service. People always tend to remember the last impression which they get from a brand while going ahead with a purchase and eventually leads to a lower marketing budget and lower CAC.
Improving conversions with audience re-targeting
Only 2% of visitors convert into customers on their first visit to an online marketplace according to AdRoll. To convert the visitors into buyers, there is no secret recipe. It remains spent unless you can track the visitors for paid advertising budget once spent.
To get more out of their paid advertising efforts this is where re-targeting comes in and helps the businesses to get more out of the rest. You can capture and nurture the unconverted leads by re-targeting customers. Then the default 2% this will ensure that your conversion is far greater.
Make your campaigns more productive by knowing your audience first
To run a marketing campaign knowing your target audience is very important. You may end up targeting a wider audience by not being aware of who your target audience is.
As most people may not be able to connect with what campaign is being offered to them such a campaign cannot reap the desired results?
Minimizing the marketing budget by investing in affiliate marketing
Due to its role in the reduction of CAC, the affiliate marketing model has seen acceptance globally. You can pay commissions if a sale is made is the biggest advantage of affiliate marketing is.
The CAC using affiliate marketing would help close the deal at 25%-30% of the cost which is spent on other mediums like paid advertising is what the stats show. One of the best options to minimize CAC is by increasing the competition.
Maintaining a balance between acquisition and retention
The probability of selling to an existing customer is nearly 60-70% according to Invesp. Not every business focuses on customer retention.
There should be an equal harmony between acquisition and retention as it is through the combination of these two that one can lower CAC from the view of the selling point.
For businesses who want to see incremental sales year after year, customer acquisition is a serious matter. As there are strategies that can significantly reduce CAC the cost which is associated with it is completely a different matter.
As showcased in adjoining case studies the above-mentioned strategies have proven track records. To keep their CAC to a minimum while earning good returns the marketplace owners should use these strategies.
You will inevitably bump into references to something called an “API” if you are in the tech domain. You are bound to hear it and you just cannot skip it. Almost everywhere API is used. APIs are being used everywhere. Have you ever wondered what exactly an API is? How important they are? Or how do they help?
We will be explaining today of what API is in simple terms. There are various categories of API. You will also be introduced to different categories of APIs.
So, let’s get started!
What is an API?
Enabling two applications to exchange the data among each other, an API (Application Programming Interface) is a software-to-software interface.
They are used a lot in the real world to create some amazing applications though this might sound a little boring. To connect to The Internet of Things is one key role that APIs will be playing in the future.
Facebook has a public API that allows third-party applications to integrate Facebook as a simple example.
A developer can allow you to log in to an application using your own Facebook account. An application is using a particular API is what is meant through the term “integrate”.
It is just an example when it comes to adding Facebook. Applications integrate into other services as there are thousands of other cases. The following are the other integrations which could be integrated:
- So that you can share your location in a message, WhatsApp integrated Google Maps.
- So that you can log into their applications with your Facebook account, Spotify and many other integrated Facebook allows you this.
- So that you can watch videos without leaving the site some of the other sites have integrated YouTube.
An API os a hypothetical contract between 2 software saying if the user software provides input in a pre-defined format, the later with extend its functionality and provide the outcome to the user software in simple words.
The graphical user interface or command line interface allows humans to Interact with code whereas an Application programmable interface allows one piece of code to interact with the other code so you need to think like this.
On the web, you have one of the most common use cases for APIs. You have certainly used the APIs if you spent a few hours on the internet. All of the services such as sharing things on social media, making payments over the web, displaying a list of tweets through a social handle all use API at the back.
How to use an API
Developers typically install additional packages, or code, for convenience and flexibility as most programming languages already come with the necessary software to interact with web APIs.
There is usually at least one popular framework which is a collection of programs which can be used to create the APIs for any given programming language.
Rails framework is used by the Ruby developers. Additional layers of security can also be an added feature of API as developers can use the packages. With that language’s package manager additional necessary programs are installed.
The basic elements of API:
There are three primary elements in an API:
- Access: Is the user is allowed to ask for data or services?
- Request: This is the actual data or service which is being asked for. There are two main parts of a request:
Methods: The questions which can be asked after assuming whether you have the access or not.
Parameters: The additional details which you can include in the question or response.
- Response: As a result of your request, the data or service.
Categories of API
- Web-based system
An interface to either a web server or a web browser is a web API. For the development of web applications, these APIs are used extensively. At either the server end or the client end, these APIs work. Web-based API services are provided by Companies like Google, Amazon, eBay.
Twitter REST API, Facebook Graph API, Amazon S3 REST API, etc are some of the popular examples of web-based API.
- Operating System
Offering the functionality of various OS features that can be incorporated in creating windows or mac applications there are multiple OS based API.
Cocoa, Carbon, WinAPI, etc are some of the examples of OS based API.
- Database system
Using the API calls to the database, interaction with most of the database is done. To pass out the requested data in a predefined format that is understandable by the requesting client, these APIs are defined in this manner.
Thereby enhancing the compatibility of applications with the various database, this makes the process of interaction with databases generalized. They provide a structured interface to the database as they are very robust.
Drupal 7 Database API, Drupal 8 Database API, Django API are some of the popular examples.
- Hardware Systems
To the various hardware components of a system, these APIs allows access. For establishing communication to the hardware, they are extremely crucial. It makes possible for a range of functions from the collection of sensor data to even displays on your screen due to this.
The Google PowerMeter API will allow device manufacturers to build home energy monitoring devices that work with Google PowerMeter for example.
QUANT Electronic, WareNet CheckWare, OpenVX Hardware Acceleration, CubeSensore, etc are some other examples of Hardware APIs.
How does an internal API work?
Although the company can choose to make portions of it accessible to the public, an internal API is one that is used within a company or organization.
To share data and business logic across platforms which are web, iOS, or Android applications, users within that organization can leverage an internal API.
For example, the company’s rules regarding communication between a user interface and a database. An internal API is likely to be present in any company with both web and smartphone apps.
Seamless which is a food ordering service has web, iOS, and Android applications. To request that action would be performed, like placing an order as well as to request data like the details of a user’s most recent order, all the three platform uses an internal API.
To internally share data and business logic across different devices, this internal API allows Seamless to have this functionality.
The operation of External API
Allowing individuals and companies outside of the organization to develop applications using its services many organizations provide external and sometimes limited APIs. There may be registration, payment, or other limitations which are involved depending on the external API.
The New York Times provides an extensive external API that is free and requires registration which developers follow certain guidelines for example.
Allowing developers to embed maps in their websites and applications as well as retrieve directions and estimated travel times os what Google Maps also provides the APIs.
Google Map’s API is used in Lyft. Yelp Business APIs enables users to find businesses which are the other popular external APIs. To retrieve weather data OpenWeatherMap API is used, and to determine emotions in images, Microsoft Azure Emotion API is used.
To create their own mashup applications like the one that uses the Yelp Business API to find top-rated coffee shops in a neighborhood and displaying them on a map with custom icons through Google Maps API are all done by using external APIs.
Background of Beginner API App
Say suppose that you are an aspiring software developer and you are designing your own app. You can name this application as MyAPIAPP. To obtain the maximum benefit from social networks is what the goal of MyApiApp is.
By viewing the statuses of friends on all networks on one screen for example. On all of a user’s social networks, MyApiApp shows the most important news of everyone.
MyApiApp application has to access the functions of Facebook, Google+, and LinkedIn for this. We will be using their APIs to do this.
Difference between an API and a Library
The interactions between various entities are defined as an API is a set of rules. The interaction between the two software is what we are specifically speaking of.
Denoting the area of the library which is actually accessible to the user from outside, even a library also has an API.
Walking through an example
Data science APIs public for people like us to build amazing projects with only a few lines of code is what IBM Watson has made certain of. We will be looking at one such amazing API offered by IBM called Personality Insights here.
In JSON, HTML or simple text format this API takes the inputs. To the person whose personality interests you the input contains the text. Tweets, daily experiences, applications, opinion, etc of that person is what it would be like.
Containing the information on various social traits of that person, the output generated by the API is in the standard format of JSON or CSV file. Instead of coding the whole functionality yourself, the developer only needs to display the generated file to the user.
To analyze their personality traits you can choose either the tweets or replies of the famous personalities. Based on the input that you want to provide and analyze the personality traits of that person the text can also be customized.
On top of this API, you can integrate this API in your code as well as build an application.
The 5 APIs which every Data Scientists should know
- Facebook API: To a large amount of data which is generated every day, Facebook API provides an interface. A massive amount of data is produced through the innumerable post, comments, and shares in various groups and pages. A large number of opportunities for analyzing the crowd are provided by these massive public data. To use the Facebook Graph API with both R and python to extract the data, it is convenient.
- Google Map API: One of the most commonly used API is Google Map API. From their integration in a cab service application to the popular Pokemon Go, its application varies. You can also use this API for creating the distance feature in your data sets as well and this is the fun part here. You can also check out their complete integration.
- Twitter API: Twitter data can be accessed using the Twitter API as well just like Facebook Graph API. The tweets containing a particular item or even a combination of terms, tweets have done on the topic in a particular date range are all the data which you can access made by any user. For performing tasks like opinion mining, sentiment analysis, Twitter data is a great source.
- IBM Watson API: A set of APIs for performing a host of complex tasks such as Tone ANalyzer, document conversion, personality insights, visual recognition, text to speech, speech to text, etc by using just a few lines of code is what IBM Watson API offers.
- Quandl API: For the specified date range, Quandl lets you involve the time series information of a large number of stocks. It provides a great resource for projects like Stock price prediction, stock profiling, etc by setting up of Quandl API which is very easy.
Check out the technical details of how APIs work for beginners
You will want to know a little bit about the technical details of how APIs can communicate to services even if you are just starting out. Different APIs will communicate in different ways is one problem.
There are four different types which come under APIs. The most common type is RESTful.
SOAP – Simple Object Access Protocol. In the form of an XML file, these exchange data. This is a fancy kind of HTML Table document.
XML-RCP – You call it using XML and it returns XML to use these kinds of APIs. This standard was developed further and it became SOAP.
Communication between applications is done using the underlying HTTP protocol in RESTful APIs. Many developers are already familiar with it as HTTP is widely used on the internet.
This is the reason why all true web address starts with either HTTP or HTTPs as a matter of fact. The most public-facing version of making an HTTP request is what it means on opening a web page. To interact with Program Interfaces, RESTful APIs can also use the protocol.
It sends an HTTP request to the Facebook servers so that the MyApiApp application can access Facebook Feature. It is specified which function of the API the application would like to use in the HTTP request.
You can check out the four major HTTP request methods:
- GET – Fetching data
- PUT – Editing the existing data
- POST – Adding new data
- DELETE – Deleting data
Using one of these methods then the Facebook servers will process the given request after you have sent an instruction to Facebook. Facebook will send back your requested data as long as valid inputs have been given.
How the data has to be formatted in the request and how to call the request is not uniform between APIs or programming languages, unfortunately. With the Google Maps API, we can give an easy interactive example.
You get a JSON request back which is an easy to read format for machines when you use the Google Maps API.
This ensures a degree of protection against abuse for others on the one hand.. If a provider over abuses an API by making say a million calls every minute then the API will become slow and unstable for everyone else is what the reason is.
With the API, this is a developer authenticating themselves. You will also have authentication from the user of the app on the other hand. On a service, this is when a user allows access to their personal data.
On a service, this is when a user allows access to their own personal data. We will be asking permission from a user to access their own personal newsfeed with this.
There are different types of authentication that can be done to make users less wary about giving their personal data to an application.
HTTP Basic Access Authentication. Since it only requires a username and password, this is a very basic form of authentication. In the header of the HTTP request, this is transmitted.
As the user data is only weakly encoded and offers no encryption and therefore offers only a minimum of security as this is the worst kind of authentication.
OAuth 1.0. They work with things called tokens and this method provides a greater degree of security. To an individual user, a token is a unique string that can be assigned.
MyApiApp can request a token from the user through the form of a Facebook login button for example. This process would very much look like downloading an app from the Android App store to the user where a list of permissions the app requires is provided.
Most services rely on OAuth 2 in the meantime due to the complexity of OAuth 1.
OAuth 2.0. To the OAuth 1.0, OAuth 2.0 is more than just a simple upgrade. THat operates in a completely new way as it is, in fact, a new protocol. To improve interoperability as well as safety the main goals of OAuth
Hoping that it would go viral when brands devise a content marketing strategy as it is done for the masses. The current scenario demands a more targeted approach rather than shooting in the dark and basing the success of the content marketing strategies on how viral the content has gone.
Businesses hardly pay much heed to who their target audience is and what type of content they are looking for and which content will offer the best results in terms of new customers while creating the content marketing plan.
In the rush of doing more with less, brands create a diverse content marketing plan and hope that it will stick with their target audience as it is not the recommended approach.
To some extent, this approach is inevitable amid the rush of producing more and more content to please search engine bots for improved rankings.
To narrow down their targeting even with the aforementioned rushed approach, we have big data to help the brands in this.
What exactly is big data?
The sheer amount of information which the users are generating every second online as well as offline, is what Big Data is.
Some amount of data is being generated which can be used by brands and businesses to make informed decisions on how users are using their services with each click, swipe, like or share.
As brands are to better target them all this data is giving us a small bit of information on consumer behavior, their likes, their dislikes, etc. brands should be using data at their disposal to target the content more efficiently towards users who really matters rather than wasting resources and puttering randomly created content.
Let us first look at the amount in terms of numbers that will allow you to understand its magnitude before we delve into use case of big data in content marketing.
- In the last two years alone, more than 90% of the data in the world has been created.
- 2.5 quintillion bytes of data every day is being outputted.
- Every minute, the Americans use 2,657,700 GB of internet data.
- Every minute, Wikipedia users published 600 new page edits.
- Every minute according to a 2-17 report, YouTube users watch 4,146,600 videos.
The data scientists use just 12% of the overall data which is being generated and to be used as the valuable information, the rest of 88% of the data is used.
Facebook has the world’s largest database of information with the information of consumers and their likes. So that the brands and the businesses can better plan their campaigns on the social networks it uses this data.
Facebook would allow Ford to just target users who are car enthusiasts, or looking for a car if Ford company wants to launch a campaign for their upcoming car.
Finding the targeted audience
You are more likely to get better results on your content marketing plan if you know who is more likely to read your content or even might be interested in the product/services which you are offering.
Offering with better insights on who to target with your content marketing plan, if you know who is more likely to read your content.
To help you offer better insights on who to target with your content marketing plan you can track and monitor the progress of certain metrics which includes:
- Search for the brand/business on major search engines.
- Followers on social media
- Social media mentions
- Sources of traffic
- Overall visibility
You can analyze the behavior of your target audience what they are speaking about and which type of content will be most effective on them can all be judged by examining this data.
Content marketing plays a larger role in conversion during the purchase cycle of a user as there is no denying on it.
How long a prospective customer stays in the purchase cycle and what is the type of content which will be converting them is what is helped through the big data which deduces and maps this.
When it comes to conversion is delivering value, relevance, and clarity to the users is what the main goal of any content marketing strategy is. Helping the brands to achieve these goals seamlessly, Big Data offers crucial insights.
You have a well-laid plan for conversion as you have found your targeted audience. Retaining the customers is the next goal of your content marketing strategy which revolves around this. you need to analyze big data metrics to achieve this aim and they include:
- Total number of subscribers
- Click through rate
- Average time on the website
- Customer satisfaction as a whole
In up-selling as well as cross-selling, these metrics can also help the brands. From disgruntled customers, big data can readily help you segregate loyal customers. Aimed at issues which are faced by a particular group of customer this way you can push your content marketing strategy.
Big Data helps you make more informed decisions is what the bottom line is. When it comes to content marketing, analyzing the data and performing assertive mining surely brings prominent results.
Content marketing is just fishing in muddy waters, hoping you might catch a fish at the end of the day. Allowing you to see clearly and aim accordingly big data is just the clear mud.
It all ends up to a stiff competition when you are in business. Only there are few who are able to pull the feat and sustain for many years even though around 80 percent of small businesses survive their first year.
Only 30% of their operation still runs in their businesses in the 10 years in business.
While the others die a slow and painful death, what is the “it” factors which allow some businesses to thrive? How do you avoid the failures and repeat over the successes?
Staying ahead of the competition is a big part of the equation. It all requires paying attention to the market and knowing how to outsmart your competition. You can easily pull ahead of your competitors by correctly implementing a few simple e-commerce tricks, fortunately.
User Experience in E-commerce
To increase your bottom line, user experience improvements can work. They all suffer from poor conversion rates as approximately 97 percent of websites fail at the UX.
If you can improve your UX then you will be ahead of the game and competition as it is highly likely that your competition is failing.
If you want to instantly make your site friendlier all you need to do is to include easy navigation, mobile responsiveness and less clutter on your pages which are some top things which you need to include.
An incredible job is done on the UX by the Pinterest site. Links from all around the web are all saved in this site. The other sites did not offer images or click-and-save features which could be easily integrated by the blogs.
To become almost addictive to the users, this functionality allowed Pinterest to overshadow its competitors quickly.
- Know how and where to advertise
You first need to figure out where they are spending their time online if you want to reach your target audience. Seeking out your competitors and figuring out where they are advertising is one way to do this.
Google Alerts and What Runs Where, a utility which allows you to track your competitors by looking at ad networks in different countries are tools for spying on your competitors.
This is a smart tool that allows you to collect information from a highly targeted audience of people who might be most interested in your product if you are not using Facebook lead ads. To get them to sign up to your mailing list, you would offer a special deal or a free download.
You can, therefore, market them to go forward. This would be a smart move on your part as this step is something much of the competition fails to do.
- Competitor Map
You have to know all you can about them to get ahead of your competition. With this creating a competitor map can be quite helpful. It can still be a useful strategy even if you run a global business.
Placing the other companies’ headquarters on a map is what all you would be required to do. Where the company’s core markets are and to give you insights to the possible delivery time and cost will create a visual representation by doing so.
You will also require some time to browse over your competitors’ sites. What can you do better than they do as what are they missing?
The king of an e-commerce website is Amazon. They all began to eat into Walmart’s sales which are forcing Walmart to take a deeper plunge into online retail.
- Going above and beyond
Analyzing what they have to offer is one way in which you can differentiate yourself from your competitors. Both the products and the shipping costs should all be looked into.
Think of the ways you can top them with more products, unique products, better sales, more frequent sales, free shipping, buy-one-get-one-free offers, and as many extras as you can handle once you have a good idea of what your competitors have to offer.
Any problem on your site will all be fixed.
- Customer Service
It all goes hand-in-hand when it comes to customer satisfaction and customer retention. A company with excellent customer service can rise above the competition even if all the factors are equal.
Retaining current customers becomes even more important when you factor in a current customer which is 60 to 70 percent more likely to buy from.
All you need to look is to your competition’s customer service as you need to take your time. Contact them with a question or complaint to study how they would handle that as you go undercover.
- Knowing your strengths
Through the eyes of your competitors study your site. What strengths do they have? To get solid feedback on everything from the shopping experience to the buying process considers hiring some mystery shoppers.
Play them up with your current and potential customers once you know your strengths. For all your questions make sure to tell them that you are available round the clock.
Look into how you can improve in all these areas if you have uncovered the weaknesses. How would you convert the weaknesses into your strengths?
To pull ahead of the pack and become a success in your business niche, applying simple e-commerce tricks and studying the competition will allow you to pull ahead of the pack.
How it made them feel as the customer tend to only remember your last interaction with them.
For every consumer whom you interact with, that is why every interaction needs to be the absolute best experience possible.
It softens a daunting task for the SMEs with limited resources in creating a steady flow of fresh content. Many businesses use to republish their content across different platforms to increase their reach to counter them all. It is no longer an ideal solution in the current market dynamics.
Repurposing the content is the best way forward
Content repurposing involves reusing a piece of content in different ways across different marketing channels unlike republishing which is basically publishing the same content on different web platforms.
You give a previously written piece of content a new look and feel as per the nature and audience of the targeted channel when re-purposing content.
It helps in bringing more traffic to your website as it only allows you content to reach the maximum target audience.
Social media certainly offers a very appealing platform to repurpose your content with over 2 billion monthly active users across different social networks.
Questions to ask prior to planning for content repurposing
- Can all the blog contents be repurposed?
No this is not possible. Only focus on the content that is akin to the current trends just like recycling older clothes. Due to new technologies, do not repurpose articles whose information has become redundant.
- Should the earlier content that obtained good traction be repurposed?
This is a misconception and you should not get affected through this. if you think it is something which is valuable for your target audience then you should repurpose it whether a content piece performed well earlier or not.
- Is the new blog post be repurposed?
Yes, this is possible!
It is not always that you get the content ideas. Go ahead and repurpose it across multiple channels if you have written something valuable.
The following are the ways in which you can repurpose your content across multiple social networks.
Creating a presentation
Better engagement is created through visual content. Creating a presentation based on it is one of the best and the easiest ways to repurpose the content.
Share the content on the websites like SlideShare and Scribd as you need to extract the main points of an article and place them in presentation slides in bullet points.
This also makes it easier for the readers to consume information by converting 15-20 minutes long blog into 2-5 minutes crisp slideshow and not only does it allow the same content to bring in traffic from multiple channels.
Reposting infographics on social media websites
On social media websites like Facebook, Twitter, and LinkedIn, most of the bloggers like to share their articles. Social media nowadays is all about the quick reactions although it is a good practice.
A rich media rather than links to articles in their timeline as users on the social networks these days prefer rich media.
To create an infographic based on the data and points which are mentioned in the article and sharing it across relevant social networks which include Visual.ly, Flickr, Scribd, and Slideshare is what the best content repurposing approach would be.
One of the best ways to share any form of information as they allow brands to engage and convert better the infographics are considered as such.
You can also share the infographic on your blog additionally. Between posting the original article and the infographic, just make sure that there is some time gap.
Resharing content on social media with different titles
For any type of article one cannot argue with the importance of the headlines/titles. Between a reader and the article itself, it is the first point of interaction and is pretty much which makes or breaks the engagement for the content.
You must know that creating headlines sometimes can be a headache especially when you are trying to target every segment of the target audience equally as a content creator. With one segment and not the other it is quite possible with a certain title clicks.
To achieve that feat with a single content piece repurposing content allows you this. For the post which you are planning to share on social media, creating different titles.
They simply focus on different target audience segments as these titles can be based on different ideas. This way you will be getting a wider user base with equal effectiveness.
Creating separate social updates based on individual sections in posts
There are several sections, data points, ideas, and thoughts when it comes to a blog post. On a unique idea or address a distinct query which can be re-used as specifically targeted social media updates these individual sections of the blog post are as such.
Article plugging in forums, comments and Q/A
To offer information about a particular topic is what the main purpose of your blog posts are. In the online discussion forums, Q&A Websites and comments make perfect sense while plugging your articles. This is nothing simple though it sounds so.
Not just spamming them with links to your articles, you must adhere to the rules of that online community. You need to start a conversation and then discuss their queries and lastly mention your article as a solution is what the right approach is.
The chances of conversion increase exponentially through this approach if it is done properly. Like Quora, Reddit and even Facebook & Twitter, there are numerous websites to experiment this.
Helping them through your article you need to look for the users having queries related to what your content talks about.
Just publishing an article is not considered ideal in the current content climate. You need to get your content in front of your target audience as you need to get out of your bubble.
You should take your blog to your readers as it is generally said if your readers are not coming to your blog.
You do not need to work upon a new idea from scratch is what the best part about content re-purposing is. You can easily increase the reach of your content by using these re-purposing strategies on social media.
It all changed the way the websites looked and felt with the new technologies which came to the forefront.
It all boils down to those words no matter how innovative you get.
Presenting content in the most intuitive and feasible manner is the fact of the matter when it comes to the designs. If your design does not offer proper information to help your customer to reach certain points then it is of no use as you can put in as much creativity as you want.
It is all timeless when it comes to certain design patterns. These UI patterns also emphasize on ensuring the information that reaches the users seamlessly with the ultimate user experience.
Among the social media websites as it helps in displaying the details for each item without cluttering the whole web page as this type of design pattern is a lot more popular. To trim the content and display it in a digestible manner additionally.
The cards act as a container for the clickable information on it as the user would be able to click on that particular card in such layouts. It gels in well with the responsive design and is self-sufficient to fit any type of screen size is what the best part of these design patterns is. Facebook, Twitter, and Google Plus are the most popular examples of such UI patterns.
Tips for using a card layout
- Rather than just a small portion or link you need to ensure that the whole card is clickable.
- Keep different screen sizes in mind while selecting images.
- When they are not too complex all you need to do is to try and keep it simple as the cards work the best and they are best with basic typography and with minimal description.
There is another design pattern called the Grids which is popular among content heavy websites like Cards. The information which is shared using Grids highlights is the most crucial details identically unlike the Cards.
Offering better options for styling, this makes browsing seamless. This pattern is used by web sites like YouTube and Etsy which is a straight-laced feeling.
Tips for using Grids Layout
- Always keep white spaces in mind as that would ensure that each item looks presentable while using grids.
- Keep the size of the grid identical and keep the layout consistent.
- Using a 12-column grid layout for simplicity is the standard practice.
Across the online news portal, this design pattern has been used prominently across blog based websites. For those websites that have regularly updated content across several verticals, it is useful. This breaks the monotony of the website while showing a variety of content as it makes the website intuitive.
Tips for using Magazine Layout
- As images are the core of this layout, the emphasis is given to it.
- Follow the same design across them as you sublet your content.
- Having a horizontal and vertical menu.
Last year, minimalism came out as a buzzword in the web design arena. Most of the websites also ushered in the same strategy while presenting information on their website as Apple and Google took the approach towards flat design.
By stripping away all the unnecessary illustrations, the container-free pattern takes the approach to a whole new level. Most of the web design has been based on linear and structured layouts up until now. By thinking out of the box we are gradually drifting away from it.
On the content as well as in a visual hierarchy, designing a website without containers puts all the focus on them. To highlight their product lineups, Apple and Google used this pattern.
Tips for using Container-free layout
- Focusing on the typography and using it accordingly to divide them into multiple sections
- To make it easy to differentiate between the sections, make use of the contrasting colors
- Keeping the content short and precise ensuring that your images are catchy to your visitors
Single-page Web Apps
It has brought web applications to the center stage as website designing has evolved through days. Users nowadays prefer a single page site better known as web apps rather than having a multipage navigation system.
While combining multiple actions on a single page these designs use AJAX to load content asynchronously. Such a pattern is also popular among the websites where the home page serves for different sections of the website other than web applications. Some of the websites which incorporate them are Gmail, Spotify, and Tumblr.
Tips for using Single page Web Apps layout
- In order to ensure support for the back button, generate unique URLs for each viewpoint.
- For single page web apps sticky navigation is a must.
- To make the user experience less jittery, applying smoother scrolling techniques.
Websites especially text-heavy ones have used F pattern design for a larger part of the last decade. Putting a lot of text on the website results in a positive response from the users as they respond better if the website has an F pattern design is what the studies show.
You can create a pathway for the user’s eyes to go where they tend to go normally by using this pattern. To highlight the content they want to emphasize upon and in turn impacting conversions to a great extent this gives room to the designers.
Tips for using F Pattern layout
- Keeping all the CTAs on either on the left or on the right side of the page ensuring that the users start to read with a CTA.
- Use catchy phrase to start each section.
- For relevant but lesser important stuff as it falls outside the scanning area, use right side column.
Our brains also respond well to the Z pattern other than the F one. When it comes to incorporating CTAs into the website this design pattern is a lot more effective. As this design pattern is better suited for websites with singular goals involving less content most of the business websites nowadays use this pattern.
Enticing your users into taking an action then Z pattern is the best choice when you are directing them into your website.
Tips for using Z pattern layout
- As the users tend to pause before moving to next line giving you time to entice them to place the CTAs at the right side or along the end of the line.
- Use the upper right corner for the most crucial CTAs.
- This will help users to get accustomed to the pattern and repeat the pattern multiple times on a single page.
This has made it imperative for the designers to think out of the box as there are more than a billion active websites. Designers have started to use asymmetric design patterns in order to ensure that specific content stands out on the website.
To appear less plain and more energetic this design pattern allows this to a website. It can often lead to confusion and can distract the user as one has to be very careful in implementing the style as misplaced asymmetry.
Tips for using Asymmetry Layout
- To break the symmetry ensuring that those sections pop out using distinct colors.
- Always keep it left aligned as text alignment is crucial in this layout.
- Try using different shapes.
We have come across several intuitive website designs which have stretched our imagination over the years. Some patterns are timeless and have the capability to stand the test of time as they are a lot more innovative. It has been for a long time that the above-mentioned designs have been in practice and they will continue to be in the long run.
The challenges which are faced by a web designer are completely unique and novel and this is something which can be assumed very easily. Web design nevertheless shares a lot of DNA with pre-existing forms of art and design despite being based on technology which is still relatively new in the grand scheme of things.
Brilliant individuals have been developing the tricks and techniques to make drawings, paintings, photography, graphic design, and other forms of visual media beautiful or arresting and arranging all the elements on a web page is as much as an act of artistic composition as the creation of an oil painting for hundreds and thousands of years of human history.
Considering their usefulness for web design, let us dive in and check out some of the classic visual art techniques that have stood the test of time.
The rule of thirds is one fundamental compositional technique that has been in use since at least the eighteenth century.
A great way of composing a compelling image is to divide it into thirds both horizontally and vertically and aligning the most important elements either along the lines themselves or at the points of intersection is what the crux of the rule is.
This is a great rule of thumb to consider for any portion layout especially which might include a hero image and some key floating elements as a website is not exactly the same as a painting or photograph as the user can scroll.
When they first arrive is a great way to impress them with your client’s style and professionalism as a greeting the website visitors with a striking and beautiful composition.
To make the users notice and respond to them as you can ensure that the key elements such as logos and call-to-action buttons are placed in compositionally strong areas.
Trying to arrange only those few elements which are key to the communication of the idea is the other aspect of good composition is not to start with too many competing elements.
As noted by artist Henri Matisse, the composition is the art of arranging in a decorative manner the various elements which the painter uses to express his sentiments as in a picture, every separate part will be visible and everything which has no utility in the picture is for that reason harmful.
Theory of Color
As it is for any other visual media, classic color theory is as relevant for web design. The vital skill for any designer is the pairing colors that complement one another and “pop” vibrantly or evokes specific emotions.
The concept of complementary colors is one essential color theory idea. They are the technical opposites when it comes to color orientations.
By picking those which that directly opposes each other on a color wheel as the complementary colors are easily selected. Blue complements orange, green complements red, yellow compliments purple and these goes on.
It can be very useful for the web designers looking for the perfect color for a call-to-action button or any other important element as complementary colors are paired in any composition will seem to “pop” vibrantly.
Designers should be aware that over-saturated and overdone color pairings can sometimes seem garish as designers should be careful not to over-use this technique.
While others may require more muted combinations and the complementary colors are excellent for the projects that require vibrant colors. On the color wheel, another color theory approach is analogous colors and provides a more harmonious blend of hues which are used together.
In any design, the color association is an important part too. Color provokes a psychic vibration is what the Russian painter Wassily Kandinsky said. Acting on every part of the human body, color hides a power which is still unknown but is real.
It is a fascinating topic in and of itself as the psychology of color association is probably too broad a subject which is to be covered here.
The color choices which you make should ideally reflect the mood which you would like to convey to your visitors as it is worth considering at least in the general terms. It would be warm or cool, light or dark, saturated or muted if the vibe of your client’s business could be expressed as a color.
To ascribe specific moods or associations to colors there are plenty of sources online. Although they should perhaps be taken with a pinch of salt and it is seemingly quite rare for any two analyses to actually agree as these can be useful for general guidance.
White generally means purity, clarity, and peace in the West but it is the color of death to the Chinese as a color association is also heavily influenced by the viewer’s cultural background in any case.
Negative Space and Leading Lines
It serves to draw the viewer’s eye to an area of key interest otherwise known as a focal point; a “leading line” is a straight or slightly curved line in an artistic composition.
To focus the viewer’s eye on a specific element either by utilizing leading lines in the hero image or by employing interesting geometry in the page layout itself as this technique can be used in web design.
Either to the imagery of the product itself or otherwise to a key element of the website such as an important textbox or action button as this could be used to draw attention.
To draw attention to an element in a dynamic way with the use of negative space in the composition can also be used. The “dead space” around the subject of the image and can be used to make an element seem to be of critical, absolute importance.
The most important takeaway might be this that there are many techniques and possibilities and it is always the best to consider each project on its own merits and decide which approach will be the most appropriate for communicating the essential points in the conclusion.
In the words of Michelangelo, the main paints with his brains and not with his hands after all.
In putting your website designs on another level to your competitors by having a broad understanding of traditional art and design techniques which could be the key here. You could produce websites that are not only modern and clean but are classically beautiful works of art by learning the tricks of the old masters.
Hunting for a job/candidate is a full day job and this is something which is agreed on with this statement. Every candidate/employer just has to fill in their details and the website will provide a cluttered list of all the candidates/jobs which are available for the appropriate keyword for some recruitment websites.
A lot of time and effort is required by the candidate who is searching for a job. While some people are already working in an organization, many people search for a job change. Every company does not have the resources to handle the recruitment portals on the other hand.
It also has affected the recruitment sector since technology has rapidly revolutionized in its major sectors.
There are two types of candidates while now recruitment websites are altering their approach to connect.
- Passive candidates: Candidates who are looking for future job opportunities as they are not searching for an immediate job change.
- Active candidates: If given a good opportunity, the candidate is actively looking for a job change and would also change in their job.
It is crucial to cater to both the active and the passive candidates as well as employers for an entrepreneur who is looking to build a recruitment portal. The complete is the detailed website analysis of the business model, revenue model, and its crucial features.
In the current market dynamics, social recruitment websites have become popular. Only a few companies have a dedicated resource to search for a candidate as only a few candidates can dedicate their whole day for a job search.
The job seekers and the job givers are the two different entities who are involved in social recruitment website. The following are the process in includes for both:
- Mentioning the current title
- Adding the details like name, email, and password.
- Selecting the top 5 skills which you possess
- If you wish to relocate, adding the phone number and the work details like full time or freelancing.
- City in which you are currently living in and where you prefer to work is something which you need to select.
- Your career options are personalized by the system.
- By uploading a doc you can easily add a resume. You can also link in your LinkedIn profile.
The Job Givers
- Registering on the website
- Mentioning the company that you are hiring for
- Entering your email id and password
- Mentioning the job title you are looking for
- Importing the file for job description
- Mentioning the experience which is required.
- Mentioning the top 3 skills required to help in this position.
- Listing the companies that have the type of talent which you are looking for.
- The application is then submitted to the admin who then approves the request.
Commission as the primary revenue source
Like that of an offline recruitment agency, the primary revenue model for a social recruitment website is the same. They cut a certain percentage in accordance with the salary of the employee when a candidate is placed in a company. The commission is paid by the employer itself as the commission is not deducted from the employee salary.
Secondary revenue source
- Subscription: The social recruitment website can earn revenue as a subscription-based revenue model is an additional type of revenue model. To a job giver as well as a job seeker a subscription can be offered. Users become premium members of the website by which they get special privileges such as a premium list of companies, premium list of candidates, free job postings, etc, under the subscription model.
- Advertisement: it can yield a lot of revenue for social requirement websites as an advertisement is an extra source of revenue. Not everybody on such websites is not actively searching for a job and this is the fact that remains. It might be in the pipeline as many come to just look at new opportunities. It can be highly lucrative for companies in targeting such users.
One of the critical features to have is ease of entering the details for any online business which relied on crowdsourced data. It will also negate the whole idea which is behind such a website by having a cumbersome process.
Most candidates do not prefer to do it in entering the job and educational details which is highly tiresome. To let them upload their resume via doc.file or link their social recruiting profile to their LinkedIn profile every social recruitment website should have the necessary features. It can directly be synced with the information which is required.
For the candidates
- Filtering the options: They can find companies according to the preference and past work of the candidate through the social recruitment websites which are artificial intelligence based. In accordance with their preferences, the candidates can furthermore filter the searches. The size of the company, number of employees, etc are all included in the filters.
- Type of candidates: When it comes to the types of candidates there are of two types. One who are job seekers and one who looks for opportunities. They should be able to gather ample information like if the candidate is looking for a job right way or just exploring for the future as the social recruitment website helps in searching for the apt companies for the apt candidates.
- Selecting goals: They need to better understand the goal and preferences of the candidates for the AI system. To check their goals for visiting the website as in what they are looking for, the website needs to be checked.
- Connection: You can add your connection from LinkedIn to it through the social recruitment website who keeps you anonymous. When you actually reveal your identity, your connection will not get to know that you have added them and they can vouch for you.
- Inviting and earning: This is where the term referral program comes into play. The friend candidate searches for a job and gets placed with a company and the original candidate will earn the respective credits if a candidate invites his friends to the website.
- Active/nonactive profile: This reduces the work for both the company and the admin. On social recruitment websites, employees should be able to activate or deactivate their profile. The employee can easily deactivate their profile so that they do not get any notification regarding the matched company when an employee gets a job through the portal.
- Adding multiple job openings: It allows one company to add multiple job postings as the company would have multiple requirements and a social media recruitment website should have the feature. There are specific companies who can add job which will be submitted under the company’s job posting and they can create their own profiles.
- Separating the candidates whom you have shortlisted: Different segregation would be done as the candidates who have been shortlisted for a particular job opening. It is better to have a separate section maintained for them as the employers do not have the time to filter the employee whom they have shortlisted.
- Chatting with the potential candidates: The employer decides a candidate as the resume is not the only factor here. The communication skills, confidence and the rest can only be done through personal chat as they would check them all. This what they would also judge him/her on the basis of the chat as this way the employer can understand what the preference would be.
- Managing the jobs: There can be an “n” number of job openings which the company can upload on the social recruitment website in an average size company. Tackling the jobs on the website, the thing is what they do not get stuck to it. To easily manage their job postings, the websites should have the required option.
- Adding job descriptions: It can be the same as no two jobs postings of the same profile. A senior-level employee may be one and the other would be a fresher.
- Passive candidates’ wastes the valuable time of companies: The ones who are just looking for job opportunities and do not want to shift from their current job immediately are what the passive candidates are. The companies would be wasting time to interview and converse with them as these candidates are not distinguished on the websites. By segregating passive candidate from the active candidate on the website, is one of the ways to avoid this disadvantage. They can easily access the passive candidates as the companies are not looking to enroll a candidate immediately.
- Fake account: The person is anonymous which leads to a high rate of fake accounts is what the main concept for this. The website should ask the candidates to register with their mobile number which can be checked by sending an OTP or log in with a social media account to avoid these.
For the employers to search for the perfect candidate leads them to the online portals as the number of people looking for a job is a difficult task. For many organizations, recruitment websites have been the main source of recruiting the candidates and also reduces the efforts of the recruiters and candidates. To match the perfect candidate with the perfect company, artificial intelligence is being used.
In the past year, Snapchat has made more headlines than any other social network. Snapchat has opened new gateways for marketers to engage users at a whole new level as stories, geo-filters, and spectacles are all added with its unique innovations.
Snapchat is not all-purpose social media platform yet the casualness and novelty of the platform and the short shelf life of its content make it a favorite among users like Facebook, Instagram, etc.
With the recent implementation of Snapchat’s story-like feature across all its social apps, the ongoing buzz around this relatively new social network has made even the industry giant Facebook scratching its heads.
Snapchat’s constantly increasing user base also makes it a solid social platform for the marketers to try their hands on besides innovative features. Snapchat’s monthly active user base has already reached 158 million by the end of 2016.
The following are few tips on how the marketers can add Snapchat to their social media marketing strategy and leverages upon its innovative features to generate better customer engagement.
Get a Completely New Edge with Snapchat
To lure the customers, brands offer discounts, gift vouchers, promo codes, etc. when all your competitors are doing the same, how do you stand out? You will get a completely new edge with Snapchat.
For promoting giveaways and offers, as there is naturally a sense of urgency to the platform as they short shelf-life of content on Snapchat makes it a great medium. For the offered discounts and giveaways, brands can create a series of snaps or sponsored stories and share them with their target customers in the most organic way.
Shaking hands with the influencers
As by nature, customers find it more trustworthy as the casualness of Snapchat also makes it a powerful influencer marketing tool.
It all generates a higher level of engagement than the other social media platform with a regular promotional campaign on Snapchat. The results are bound to be better when it is coupled with a celebrity or a social influencer in the community.
Sharing behind the scene moments of your brands
On any other social media network such as the video clips of product designing/production work, brainstorming meetings, events, and other behind the scene moments as Snapchat is the best platform to share unique and surprising content that your followers cannot find.
For going pixel-perfect in what you share on Snapchat as the content will not stick to your profile forever as there is no pressure.
Launch of products through stories
It allows you to create free and informal videos which are one of the key benefits of using Snapchat for branding. To share your products launches and short video tutorials on how to use your product, that makes it an ideal platform.
This approach is one of the best ways to promote your product on social media as it allows personal interaction and helps you to build deeper relationships with the customers being real-time and practical. To get feedback from customers about your newly launched product as this is a good way.
Make sure that you plan your social media marketing campaign creatively and with out of the box ideas if your brand has decided to be on board with Snapchat.
Making marketing on it a unique practice, Snapchat features are not as similar to that of the other social media platforms. The sense of personal connection that Snapchat provides makes it a more engaging platform given you use it creatively on the other hand.