• Does it attract visitors on its own?
• Does it make those visitors feel comfortable when they arrive on the site?
• Does it make it super-easy for visitors to take the next step in becoming customers?

Unfortunately, many don’t.

Before we talk more about what goes into a successful website, let’s talk about why so many websites fall short on what I’ve mentioned above.

It’s because of lack of knowledge. Let me explain …

Not all websites are created equal. But to those who are outside the industry, there’s no way of knowing what’s good and what’s not good. It’s almost like someone going to buy an automobile who knows absolutely nothing about cars.

If the options are a 1979 Ford Mustang (my first car), and a 2021 Subaru Outback (my current car), and both look good from the outside — it may appear that other than the shape, size and color — there’s no difference between the two. Realistically, how can somebody who knows nothing about cars know the difference? Especially if they don’t know the right questions to ask? They may be thinking. “a car is a car — and they’re all the same. I like the blue one, and it’s also less expensive …”

Same deal with a laptop. If you know nothing about computers, there’s no way of telling which computer is more powerful than another — because you don’t know what to look for, and you don’t know what to ask. So you may judge on color or price, thinking they’re both the same …

These examples may sound far fetched, but this is EXACTLY what happens when most businesses hire a web developer to build them a website. They think that the product is the product, no matter who builds it — and this is not surprising because the business doesn’t know what to ask for, or to look for, in a well-built site. So they trust the web developer to take care of it for them.

Since all websites are not the same, here’s a list of what needs to be baked into your new site. This will equip you with some knowledge — and the ability to ask specific questions — to make sure you’re not paying someone for a clunker of a website.

The following criteria will help you attain a website that functions well, and gives you a good ROI …

1. Custom Web Design: Your site should be customized to your company’s personality, goals and needs. Avoid cookie-cutter sites that make you look like everybody else.

2. Search Engine Optimization (SEO): Every nook and cranny of your site needs to be optimized with SEO in an effort to bring more visitors to your site. Ask your potential web design firm IF they do SEO, and HOW they do it. They should tell you they optimize every single title tag, meta description, image name, alt image name, headline, copy and text link. Don’t say this to them, just know they should be saying it to you! I will bet you a cup of coffee they don’t mention most (if any) of these optimization methodologies. Oh, and they should be creating a custom keyword report for you — and meeting with you to review and explain it.

3. User Experience (UX): UX is exactly what is sounds like — the positive, negative or neutral experience a viewer has when they visit your site. This needs to be discussed. If it’s not, you could wind up with a lot of noise and distraction on your site, which is a big turnoff to visitors. Visitors need to immediately feel comfortable when they arrive on your site, and easily understand the lay of the land. Content, imagery and calls-to-action need to be easy to digest — without having to think about it. This adds up to a pleasant experience that helps build trust. Same deal here. Don’t divulge this info to the web design firm you are considering, just ask them what they do to ensure a solid UX and see what they say …

4. Conversion: A solid website conversion strategy ensures that the visitor knows exactly what to do next. Whether it’s filling out a contact form, giving you a call, or downloading some complimentary content, conversion strategies need to be crystal clear. The best way to create a conversion methodology is to focus on the solutions you provide to ease someone’s pain. In other words, provide a benefit. Never use fear tactics, or try to strong arm — or over promise.

5. Desktop & Mobile Design: Your site needs to be responsive, AND be designed for both desktop and mobile so the user experience and conversion methodologies do not suffer because of a different screen size.

There’s more to it than this, but these five items can put the power in your hands to make sure you’re hiring the right web design firm to build your website.

For more information about SEO …
You can download a free chapter from my book, A Holistic Guide to Online Marketing.

Buy the book …
If you’d like to learn more about the entire web design process, you can buy A Holistic Guide to Online Marketing on Amazon.

Thanks for visiting!

The post What Successful Web Design Looks Like appeared first on Cuppa SEO.

On November 21, 2019, my book, A Holistic Guide to Online Marketing, was published.

I’d like to take a moment to express my gratitude to the Universe, my wife and kids, as well as Eric Olive (editor), Jon Wuebben (coach), Kathy Watson (editor), Robert Rubin (formatter), and Hannah Sandvold (graphic designer) for their expertise through this long, and often-times grueling process.

One of the best decisions I made early on was to gather a team of professionals to support the creation of the book — so all I had to do was write it!

What the Book is About

The book provides a global view of online marketing — looking at your website, blog and social media efforts as a whole.

In Part 1, three major disciplines are discussed and defined: SEO, user experience and conversion — providing a solid understanding of what each of these methodologies are, and why they’re important. 

In Parts 2 through 4, we dive into a practical approach on how to APPLY each of these methodologies to your website, blog and social media efforts, respectively. Chock-full of actionable steps on how to assess your website, blog and social media — the book can help new and savvy marketers make meaningful improvements to their online marketing efforts.

You can check out the book on Amazon.

The post Celebrating the Publishing of My Book appeared first on Cuppa SEO.

Does online marketing leave you scratching your head?

If so, then join me at DreamBank on Sept. 10 for a workshop that will help you gain an understanding of SEO, user experience and conversion — and how to apply these methodologies to your website, blog and social media.

The workshop will be interactive, and chock-full of usable strategies!

Sign Up Now

The post Local Workshop: A Holistic Guide to Online Marketing appeared first on Cuppa SEO.

Website Conversion Tip #1: Talk to Them

Survey your existing customers, as well as leads and potential customers. Ask them what’s important to them. Ask them what it is they’d like to see from your company in the future. Are there some additional services you could provide?

A warranty or other guarantee to help ease their concerns that they might end up with a product that’s not what they’re looking for? By understanding what your customers want, you’ll be in a better position to provide it for them. This is a great step towards showing potential customers that a purchase would be worthwhile.

Website Conversion Tip #2: Focus on Problem Solving

Your product fills a need in the customer’s life. It may be a small, frivolous need, or a major, life-altering one. But either way, the reason they’re looking at your brand at all is because there’s some sort of void in their lives that your products or services can help fill. They have a problem that you can solve.

So to offer a greater value, simply find more ways that you can fill that void. Look for other, similar problems your customers may be having, which your company is equipped to solve. If you can meet your customers’ needs more efficiently and effectively, then they’ll have even more incentive to buy your products or services.

Website Conversion Tip #3: Offer Exclusive Deals

We’ve talked about this before. A quick way to increase your value to customers is to give them a discount, or a free add-on, or some other offer. If they feel like they’re getting more for their money than they ordinarily would, they’ll be more likely to make a purchase. And if they feel like they’re getting a deal that’s exclusive to them, or that’s only available to a select few, then taking advantage of it will make them feel special.

Tell them that by subscribing to your newsletter, they can get an exclusive coupon code sent right to their inbox if they sign up. You can also add value by creating scarcity, telling them that only the first hundred people to sign up will be able to take advantage of the offer.

There are all sorts of ways to add value for your customers without cutting too much into your bottom line. It’s all about understanding what your customers want, and finding the best way to provide it for them. If you can do that consistently, you’ll not only convince people to make a purchase, but keep them coming back to your site time and time again, to take advantage of the great value you offer.

Want more tips and insights from Cuppa SEO?

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So how do you convert a lead into a sale? You need to offer your visitors something they’re interested in — something they can’t resist!

Here are some tips for creating an irresistible offer for your target audience.

What to Offer

In lead generation, you attract people who have an interest in your brand and products. They may even be already considering making a purchase. The goal of the irresistible offer is to provide them with some extra incentive that gets them over the edge towards lead conversion. There are all sorts of things you can give them that will accomplish this.

The most basic offer is a discount, a free trial, added value that might not be apparent at first glance, or something similar. If someone is on the fence about buying your products, the promise of spending less money is very enticing. You might also consider other incentives, such as free shipping, buy one get one free, or a free gift with their purchase — something that doesn’t cost your company a lot, but will be appealing for a customer to receive.

How to Offer

A discount, free gift, or the added value you provide may be enticing, but if you want to make it truly irresistible, you need to find the right way to communicate it. Success depends not just on what you’re offering, but on how you’re presenting that offer to your customers.

One way to make an offer irresistible is to make your audience feel like they’re part of a select few. For instance, send the discount offer to your e-mail list and tell them that you’re doing something special, exclusively for subscribers to your newsletter. You can have another offer that’s just for people who Like your Facebook page, or who follow you on Twitter. Give them a special discount code that allows them to claim the offer.

This will make your customers feel special. They’re getting something that’s just for them, and not available to everybody. They have the secret code to claim the discount. All they need to do is make a purchase, and they’ll be part of an elite club and can claim their special benefits.

For instance, I recently signed up for TWO annual subscriptions to notebooks (Field Notes, and Log+Jotter). One of the cool things about subscribing is the fact that you get subscriber-only swag like stickers and pens that the general public do not receive when ordering.

Another great hook is to create a feeling of scarcity. This offer is only available to the first hundred people who buy our products! This creates a sense of urgency. They have the opportunity for a discount, or some other added value on their purchase — but if they wait, they could miss out. Better to buy as soon as possible.

These are just a few of the ways you can create an irresistible offer to convert visitors (remember, they’re people not just “leads”) into sales. Think about what kind of added value your brand can provide for your customers to give them that little extra incentive towards a purchase. If you can find the right offer, and present it in the right way, your customers won’t be able to resist!

Want more tips and insights from Cuppa SEO?

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When I arrived on the site, I was instantly greeted by a pop-up (shown to the right) that asked me for my email address. In fact, it basically demanded my email address before I could shop the site.

What?

I’ve seen this before, and I’m sure I will see it again, and it’s a big mistake in the world of web design.

Yes, acquiring visitor emails to grow a company’s email list is a pretty simple, standard conversion strategy. But the way this company has implemented this strategy here carries a hefty cost because …

When a company is so blinded by a particular strategy, in this case attaining “new member” emails, they’re forgetting a couple of cornerstone concepts:

1. They were so focused on their conversion strategy that they forgot about their main goal — SELLING.
This company in business to sell product — first and foremost — not accrue email addresses. Having a nice email list can help with long-term relationship building and potential sales, but by restricting access to the site unless a visitor forks over personal information makes it impossible for visitors to shop without making a commitment of some kind — which is bad for business (and for the user experience, as we’ll soon see).

Why not let me shop and then have me sign up to become a member when I’m ready to complete the transaction? Attaining my email at the purchasing stage makes a lot more sense, doesn’t it? After I’ve had a chance to peruse the site, see what kinds of products you have, and place some in my cart? In this case, becoming a member and sharing my email feels a lot more natural.

2. They forgot about providing the very best user experience possible.
The second problem here is this conversion methodology — disallowing me from shopping the site unless I hand over personal information — is a poor user experience for the visitor. User experience is the positive, negative or neutral experience a visitor has online, or in the analog world for that matter. And when a visitor arrives, and is immediately faced with a brick wall to entering the site — it’s not going to make anyone feel comfortable or welcome, and it’s certainly not going to build trust.

What this company is doing breaks a cardinal rule … they’re making it all about themselves and their goals, instead of focusing on their visitors’ needs. Essentially, there’s an initial ask of each and every first-time visitor — a demand for something — without offering anything tangible in return. Visitors can only assume that if they sign up they’ll start receiving potentially unwanted emails from this company — and they don’t even know what’s for sale on the site!

As you can see, when it comes to website conversion, it’s important for an organization to understand what their top goals are, and how they can best connect with their customers and potential customers to attain those goals in an ethical way.

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Yes.

Sorry I don’t have a more witty response than that … If you have a business with customers, you really really do. If you are a nonprofit, your donors are your customers and the answer is the same. Excel spreadsheets or handwritten client files just won’t cut it anymore. Today’s consumer expects customized messaging and real-time data.

Let’s Start with the Basics

A CRM is a Customer Relationship Management system. Businesses use this software to manage their B2B and B2C relationships. They provide both current and historical data on clients/prospects in one location and help you more effectively communicate with those contacts. Many even allow you to automate previously manual processes.

A Couple More Things You Should Know

By centralizing your data in one location, you now have the ability to generate more qualified leads. For example, let’s say your organization collects leads through a variety of channels (social media, “open house” events and surveys). Through your use of a CRM, you might discover that once a lead has engaged with you via all three channels, your rate of conversion increases exponentially. Great news, right? Now you have better data for your sales funnel and you can ensure more attention is paid to these qualified leads before moving on to the rest of your prospect list.  

Now let’s talk automation. My favorite example of this is the quoting process. Think about your current method for quote requests. Perhaps you hear from a prospect verbally or via email. You ask them a series of questions, plug their responses into your formula, create a “custom” pricing proposal and send it off to the prospect. Perhaps you hear back from them immediately; perhaps you follow up in a week.

Now the fun part. Let’s imagine this process with the right CRM for your business! Your investment in an optimized website pays off and a prospect arrives on your homepage. Engaging content prompts the lead to get a quote. Because your website is already integrated with your CRM, the lead is able to click on your call to action to request a quote and answer a series of questions. In addition to capturing the prospect’s data and activity, the CRM is programmed to generate the appropriate quote based on their responses and deliver that proposal to the email provided. If that lead shows no new activity for a predetermined amount of time, you can arrange for a follow-up email to be sent automatically.

You’re in Good Company

According to CRM Magazine, 91% of companies with ten or more employees have a CRM. LinkedIn says 64.2% of those rate their CRM tool as “impactful” or “very impactful.” With countless options on the market, each offering varying levels of customization and automation, odds are very good you will find one that is a fit.  

Want more tips and insights from Cuppa SEO?

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We all face trade-offs in our professional and personal lives.

When we choose to stop working and spend time with family or friends, it’s a trade-off. When we decide to stay up an extra two hours to get that work done, instead of going to sleep, it’s a trade off.

In each instance, we’re choosing one thing over another, which is why figuring out which is most essential in life, and in business, is so important. If we trade-off something really important for something that’s less important — but begging for our attention — that can have long-lasting repercussions.

In his book, Essentialism, Greg McKeown talks about the “reality of trade-offs: we can’t have it all or do it all. If we could, there would be no reason to evaluate or eliminate options.” I agree.

Greg goes on to say, “Once we accept the reality of trade-offs we stop asking how can I make it all work, and start asking the more honest question which problem do I want to solve?’”

What this Has to Do with Your Website

How about EVERYTHING?

Your website is a lot like your personal and professional life — it can’t do everything. And yet, many businesses and web design firms try and make it do just that with strategies like:

• Multiple navigations
• Social media buttons front-and-center on the homepage
• An egregious amount of calls-to-action
• Pop Ups
• Carousels (Sliders)
• A website that’s over designed, as opposed to designed for a stellar user experience (UX)

I’m not saying every website possesses all of these attributes, but a high percentage of sites contain one or more of them.

Why? Because not enough trade-offs were made — or more specifically, trade-offs were made (intentionally or unintentionally) in favor of the non-essential. Bad for your website, and bad for your business.

The most successful trade-offs are deliberate and well thought out.

Let’s evaluate each of the four web design strategies mentioned above and how we can make more essential trade-offs for each …

MULTIPLE NAVIGATIONS

Typically, multiple navigation bars, or primary and secondary navigation bars can be tricky and difficult for the user to navigate — which means a bad user experience.
Let’s take a look at a site with multi-navigation hierarchies that can create a poor UX for a visitor …

Navigation #1 & 2
In the above example, #1 is the primary navigation. Then you’ve got a secondary nav above it.
Already, the user’s focus is split in two — at least for a few seconds, which can be enough to confuse or distract someone. Not the desired effect.

Navigation #3
But this website isn’t done yet. The third navigation (#3) sits above the secondary nav. This is the search box and social buttons. We’ll talk about this next in the Social Media Icons section.

Navigation #4
Nav #4 is an advertisement for Advil. And although it’s not technically part of the navigation (it’s a call-to-action), I’m counting it here because it is taking up prime real estate where your primary navigation should be!

Navigation #5
This navigation sits mid-page, disjointed from the primary navigation. Nav #5 contains news-centric information. Something that could easily be communicated through adding “News” to the primary nav, along with a dropdown menu to accommodate each tab.

At this point, the visitor’s focus has potentially been split five times — and that’s not even counting the slider they use for multiple hero images (bad for UX) and the other links and call-to-actions on the page.

SOCIAL MEDIA ICONS (NAVIGATION #3)

It’s typically a bad idea to place social buttons at the top of a web page like this for two reasons:

• Social buttons add another layer of navigation to the site. Now the user’s focus is split into three. What is the purpose of those social buttons? To bring someone to one of your social media platforms, right? As we’ll see in Part 4 of this book, social media — very often — is a tool that helps drive people TO YOUR WEBSITE.
  
• When you place your social buttons right up at the top of your page, in addition to competing with your primary navigation — it also runs the risk of directing someone AWAY from your website.
  When this happens, you’re directing traffic the wrong way! Once we’ve got someone on our website, the last thing we want to do is have them leave! More on this in Part 4, but I wanted to address, albeit briefly here, too.

MULTIPLE CALLS-TO-ACTION

To achieve high conversion on your website, your call-to-action needs to be clear. Notice that I said “call-to-action,” not “calls-to-action.” Too often, websites offer way too many calls-to-action to customers (bad for UX), when they should only be providing one or two. Lucky’s menu is the perfect metaphorical example of a successful call to action. It’s clear, easy to understand and it wasn’t 16 pages long like the menus we’ve all had to fumble through at a diner.

When we offer only one or two calls-to-action, we wind up providing a better user experience, and in turn have a greater chance of having the customer take action.

In other words, avoid this …

POP UPS

Pop ups are poor for UX because they’re an interruption from what people came to your site for. Plus, they make a visitor have to stop and think about what the pop up says, and if it’s relevant or not to them. In other words, it adds another layer of thinking and decision making to the process — which breaks the “don’t make me think” rule.

And they’re annoying.

Yes, pop ups provoke visitors to feel annoyed. Why would you want to intentionally annoy visitors when you’re trying to convert them into customers? There are better ways to engage.

CAROUSELS (SLIDE SHOWS)

Website carousels, also referred to as slideshows or rotating offers, are something we find on a lot of websites. But they’re a bad user experience and they’re bad for conversion.

As an organization, it’s always tempting to give MORE information on one’s website. But more information can often have the opposite effect of what was intended.

Carousels make your visitor think harder. Every new rotating banner is new information that makes the viewer have to think, and even if that’s for only a few seconds, that’s a few seconds too many.

Yes, you should assume your customers are intelligent, and yes — you should also acknowledge they’re overwhelmed and super busy. As every new offer slides into view, you’re giving them more work to do. They’ve got to digest it, then decide if it’s more important to them than the previous offer(s). And then, after four slides, they’re asking “what was the first one again,” and possibly wondering how they get back to a previous offer.

Instead of carousels, use a single image for better UX. Then, figure out the top one to three (maximum) things your visitor needs (address those pain points) and make them easy to find calls-to-action.

OVERDESIGN

The following type of site is often a lot of fun for a designer to build, as it provides opportunity to be really creative. But it’s bad for UX because it’s really hard for the visitor to easily locate the exact information they need. The type of site in our example is called a parallax site, but there are many over-designed sites that aren’t parallax that still have moving backgrounds, and animations that pop onto the screen from out of no where.

Sites like this can be very unsettling for the viewer who’s looking for “solid footing” as soon as they arrive on your site. What I mean by this is that website visitors, mostly unconsciously, have a need to understand the lay of the land when they arrive on a website. They want to feel grounded, and be able to quickly understand where they are without having to think about it.

I hope these examples help you trade-off non-essentials for essentials on your website!

Need some help?
If you’re looking to make improvements like this on your site, but need some assistance, feel free to contact Cuppa SEO anytime. We’d be happy to discuss how we can help improve your web design.

Want more tips and insights from Cuppa SEO?

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In many ways, the goal of social media conversion is very similar to website conversion — to have visitors take the next step you want them to take.

This next step can be to take a visitor to a specific web page or blog post (that pays off the social media post), or it could be something different like buying a product right on Facebook, or following a company page on LinkedIn.

At Cuppa SEO, we mostly use social to encourage (convert) people to read our blog. This helps build trust, and offers relevant info to people who need it. Of course, it gets more visitors on my website, and if they like what they’ve read, then can now check out the rest of the site, or read more blog posts.

That said, social media can also be used to convert someone to a product or service. Nothing wrong with that, just be sure you’reoffering value and solutionson social media — making it all about the reader. What you offer won’t be for everybody, but if you strike a chord with those who do need what you offer, there’s a better chance they’ll click on your call-to-action.

Let’s take a quick look at how conversion works with imagery, text links and buttons within your social media efforts.

Imagery
Have you ever clicked an image on social media, expecting to be lead to more info, only to be presented with a BIGGER version of the image? Me, too. And this is the worst conversion (not to mention) UX payoff you could ask for.

Sometimes this simply can’t be helped. But, if your imagery is clickable AND leads to the content highlighted in your post, that’s perfect! Here’s an example from a LinkedIn post …

… the image you see here is pulled directly by LinkedIn into this post. In other words, the image lives on our Web Design web page, LinkedIn sees it, and automatically pulls it in. And if someone clicks on it, it takes them exactly where they expect to go (which, of course, is where we want them to go, too).

That said, it isn’t always possible to do this because sometimes an image looks great on your website but renders badly on social. Or something looks great on social, but awful on your site. When this is the case, I typically defer to ensuring things look good on the site, and then simply choose/create a different image on social. When this is the case, you wind up with a LinkedIn image that doesn’t link to anything (why LinkedIn doesn’t allow us to embed a destination link into imagery, I do not know …)

The ins and outs of how to ensure your image leads to the actual homepage, subpage or blog post you’re highlighting is discussed in step-by-step detail later in the book when we talk about how to actually applyconversion into your social media. For now, just know that the image in your social media post is a powerful way to convert.

Text Links
In the same LinkedIn example, you’ll find a text link at the end of the copy (above the picture). As with our photo, this text link leads directly to our web design page.

Now, if the viewer is interested in our web design services, we’ve given them TWO ways to visit our web design page for more info. This is important because we can’t predict the behavior of someone who sees our post. Some will click on the photo, some will click on the text link — but either way, we’re meeting their expectations by leading them to where they expect to go. This is good for conversion and UX!

CTA Buttons
Some social media platforms allow you to include a button when you publish a post. On platforms like Facebook, this is typically associated with paid services like Boost Post. Google has toyed with allowing businesses to use buttons for free on their not-so-useful “Post” option in Google My Business (no, really, it kinds of stinks for a lot of reasons we won’t go into here).

Here are the options Facebook offers when you boost a post …

Buttons won’t be right for every situation or organization, but they will be awesome for some — like if you are selling a product, like a book, on Facebook.

As with everything we’re discussing here, you’ve got to think it through to ensure you’re honoring the person who’s viewing your post. And if a button makes you say, “ewww,” it will probably make others say it too (hey, that rhymes), which means you need to get rid of it!

Want more tips and insights from Cuppa SEO?

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I don’t know about you, but I’ve never had anyone I know say they liked pop ups. Not one.

This comes as no surprise, as pop ups on a website are a poor user experience (UX), and can also diminish conversion rates for the things that really matter (selling products and services).

According to my son, Joss, “ pop ups are like whac-a-moles — you just want to smash them.” I couldn’t agree more (I think we’ve got a UX expert in the making here).

Pop ups are poor for UX because they’re an interruption from what people came to your site for. Plus, they make a visitor have to stop and think about what the pop up says, and if it’s relevant or not to them. In other words, it adds another layer of thinking and decision making to the process — which breaks the “don’t make me think” rule.

And they’re annoying.

Yes, pop ups provoke visitors to feel annoyed. Why would you want to intentionally annoy visitors when you’re trying to convert them into customers? There are better ways to engage.

For instance, if the offer in your pop up is so important, why isn’t it one of your calls-to-action on your homepage? If it needs to be present beyond the homepage, consider more UX-friendly ways to integrate it into the page hierarchy. In other words, build it into an organic place where people can find it easily without it being thrown in their face.

Here’s a perfect example. I was recently buying a gift for my wife’s birthday. She’s a yoga enthusiast, so I decided to get her some new yoga pants and tops. Literally every site I went on had a pop up with the same message … “save 10% by signing up for our email list.”

What’s more important, the email list or making a sale?

If I make a purchase, couldn’t you ask me if I want special offers, news and discounts then — after I’ve checked out and become a paying customer? Why do you have to ask me within the first three seconds I show up on your site — especially when your number one conversion goal is to make a sale?

At the end of the day, a pop up is like any other strategy on your website … it needs to be thought through carefully to ensure it has the potential to accomplish your major goals — make a sale, schedule a consultation, etc. If it’s not in direct alignment with your major goals, then get rid of it, or figure out a way to include it as a secondary goal that’s a good UX (like we did with the yoga pants example above when we added the email sign up to the end of the experience).

Even if it is in alignment with your major goals, the questions remains: “is this pop up the best way to communicate with the visitor?” If it is (it’s probably not), when exactly is the best time to present it so it’s a good UX an not a stopper from building a relationship?

When Chris Goward, a leading expert on conversion optimization, talks about pop ups he agrees they can interrupt the visitor’s experience … “Any distraction can reduce sales — especially something totally unrelated to the goal of the visit.”

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