EP #15: The Lockdown Podcast - 5 digital strategy tips during lockdown

Welcome to the casey digital podcast, on this episode I will be talking through my lock down so far and 5 digital strategy tips during quarantine. 1. Site speed
  Website speed and getting your scores up has been a piece of advice I’ve given clients for a long time, and yes it’s more important than ever!
  Analyse your website speed and how your platform is performing to see if there are areas for improvement, there are lots of tools but I like to recommend using 2 tools (Google Page insights and GT Metrix) and stick to them as you benchmark month on month.
  Ensure that site speed is a monthly agenda item on your website roadmap in house and if you use an agency you should be committing retainer hours every month. Read this post on Moz about why site speed is so important and you will see that shaving a second off your page loading speed can have a massively positive impact on your conversion rate.
  2. Conversion rate optimisation 
  Making any major changes to the critical aspects of your customer journey isn’t normally BAU for most businesses due to the risk and flow of revenue that it generates i.e. the checkout.
  Generally speaking a lot of businesses will have reduced spend on acquiring new customers but they don’t spend enough time trying to convert their existing visitors and optimising the conversion rate as much as possible
  Here are some simple tips to start CRO:
  - Map out the customer journey using post it notes or a document and look at the key areas on that page to split-test.
  - Create a very simple split test plan to change 1 or 2 elements in the customer journey to test a hypothesis, i.e. call to action (CTA) button colour or CTA copy and run it for a minimum of 6 weeks.
  - If you haven’t already, set up tracking software where you can split test the data from your changes. If you don't have a paid tool, use Google Optimize which is a great free tool.
  3. Adapt your paid strategy to be more agile
  Continue to review paid campaigns weekly Review what content you are putting out in your ad campaigns   Use this time to really analyse your funnel
  4. Email marketing is old but gold
  According to BounceX email conversion rates and revenue has increased during the pandemic (BounceX COVID-19 Retail Pulse Study)
  Brands are marketing to a more engaged audience as they have more time on their hands.
  Targeted messages to curated audiences has always been the winning formula for email marketing and this is especially the case during the pandemic.
  If you can create compelling content / campaigns and use email as one of the main vehicles you are likely to get a relatively strong ROI.
  5. SEO is as important as ever
  If you have been investing into SEO and you have a solid strategy and roadmap, hats off to you and I’m sure there are a lot of smug SEO’s in digital teams up and down the country as paid media budgets are getting reduced.
  If you aren’t confident in you SEO strategy or you are unsure here are 3 tips to start you on the right path :
  - Run a technical audit  -Scale up your “Power Post” SEO content  -Research new trending topics in your sector and adapt your strategy
  If you want to find out more about SEO or you are new to the subject please go and check out the Beginners guide to SEO on my blog or download the SEO whitepaper from the Seventy7 blog.
 Visit - casey-digital.co.uk for more