Atlantic Business Technologies, Inc.

Category: Strategy & Design

  • Is It the Right Time for a New Mobile-First Marketing Strategy?

    A few years ago, we were able to see which way the wind was blowing. Mobile use was on the rise. In response, we started advising our web design clients to take notice. Mobile/web compatibility needed to be a priority. It wasn’t a tough recommendation to understand. Website visits from phones and tablets have surpassed visits from desktops since 2014.

    But, having a mobile-friendly website isn’t enough. Now is the time to start thinking about a mobile-first strategy for your online marketing.

    Why should you use this marketing philosophy? And how? Let’s look at what you need to know.

    Why Mobile-First Makes Sense

    Mobile devices are now the primary means of connection to the internet for most of us. The majority of us, including your customers, prefer to use an iPad or Galaxy. Even if we have a laptop ready at hand, we often don’t choose it.

    The numbers bear this out. Smartphones are flying off the shelves. Studies show that 57% of all searches originate from a smart device. It’s likely we’ll reach a point where mobile queries make up two-thirds of Google’s search traffic in a few years.

    This leads to an interesting conclusion: mobile visits to your website are the norm. It isn’t that some of your customers are coming to you on a small screen, it’s that most of them are. Why not prioritize that traffic if it makes up the majority?

    When Campbell University partnered with Atlantic BT for a website overhaul, modernization was a priority.  Mobile traffic to Campbell.edu was skyrocketing, with an increase of 1277% since 2011. You read that right. 1277%. ABT designed Campbell’s new site to accommodate this influx. The result was a significant upgrade for the Campbell site and brand.

    What Does Mobile-First Web Development Look Like?

    Embracing a mobile-first mindset doesn’t mean turning your internet strategy upside down. It simply means you assume a potential customer will be visiting your pages from a phone or tablet. As a result, you should structure your content appropriately.

    Here are a few details that make your website more usable to mobile visitors:

    • You can improve your web hosting so your pages load quickly
    • Optimize items with smaller images and content blocks for speed
    • Design a responsive website layout that will adapt itself to the size of the display screen it’s on.
    • Use radio buttons and drop-down menus instead of long forms and text boxes
    • Deploy calls to action that are easy to engage with from a screen that a user will tap
    • Make your navigation as simple and intuitive as possible. Then a user doesn’t have to dig through a lot of content to find what they’re looking for.

    These tips are not all you can do, of course, but they can help you get started. A good business web development partner can help institute the upgrades you need. Best of all, going mobile-first won’t affect your ability to attract desktop buyers.

    Mobile-first web design is all about getting more from your online presence. Now might be the perfect time to put it to work for your company.  

    Need help from a web development team that can handle both small and large projects? Contact the creative team at Atlantic BT to schedule a free consultation today!

  • Do Online Visitors Like You? Really, Really Like You?

    Do Online Visitors Like Using Your Website?

    Usability is a big topic in web design, but it often feels like an abstract concept to business owners. They want their sites to be more usable and engaging, but what does that really mean? And what are online visitors looking for?

    When your website is as usable as possible, customers stay longer and interact with your content more. It’s not hard to understand why. Think of all the things in your life that you have chosen – like appliances, apps, or automobiles – because you like using them. There are many other products you could have purchased that would do the same things, but you chose the ones you did (at least partially) because you liked their usability.

    More usability means increased marketing power and higher revenue. But how do you make customers love your website?

    Make Your Website Faster

    You may not realize it, but there are several things you can do to speed up your website and have it load more quickly for visitors. You can:

    • Upgrade your web hosting for a few dollars a month
    • Take away over-sized images
    • Remove unnecessary plug-ins.

    These might not seem like major improvements to your website, but they all give customers a better user experience. No one likes waiting for a website to load, so don’t frustrate them with slow pages.

    Maximize the Readability of Your Content

    The readability of your website has two distinct parts. The first is the organization of your writing. Small paragraphs are easier to scan and organize than long blocks of unbroken text. They feel less overwhelming to visitors who may skim before reading your messages from beginning to end. The second component has to do with word choice. For maximum readability, avoid using unnecessarily large words or jargon that might not be familiar to your readers.

    Engage With Visitors

    Your customers might not be concerned with the same topics or details as you. As a rule of thumb, it’s better to cater to their interests over your own. In other words, know that you have a marketing message that needs to get across, but layer them in with content that’s focused on the subjects your readers and customers want to know about.

    Make Your Site Easy to Scan and Navigate

    You might not obsess over the navigation and search features within your website, but they can be a source of frustration for your visitors. If it’s easy for them to find exactly what they’re looking for, they’re likely to hang around your site. Conversely, if someone who isn’t a loyal customer can’t find what they want on your website, they may leave quickly and visit a competitor.

    Atlantic BT faced this issue when working with the North Carolina Department of Revenue. We all know that taxes are often complicated. A website that is difficult to navigate doesn’t help anyone during tax season. ABT  reorganized and modernized the DOR site, adding user-friendly access to essential pages. We also made sure that the site was mobile friendly for taxpayers on the go. The DOR re-design focused heavily on the user. Since then, the site has seen increased traffic and usage.

    Ready to Boost Your Online Marketing Results?

    At Atlantic BT, we are experts in web development for companies and institutions of all sizes. If you want to put these ideas in action – and get some customized recommendations for your organization – contact us today to schedule a free consultation!

  • Avoid Weeping When You Get a Server Response Code

    If you’ve spent much time hanging around a web developer, search marketer, or a sysadmin at a web development firm, you’ve most likely heard the terms 404 and 301 thrown around. If you’ve been hanging around programmers you can add 500 to that list. So what do these mysterious codes mean to the average web user or business person?

    It isn’t too important to the average web user or business person to be knowledgeable about these codes. But, you’ve likely come across them in your travels on the Net so you might still want to know what they are.

    May I have the Results, Please?

    Most web servers adhere to a standardized set of result codes that every request/response falls under. Each series has a general meaning and within the series there are very specific result codes.

    • 200 – Success – Everything is working! (These are generally silent or not sent to the browser. Why? If everything is working ok, why would you send a message saying so? You would see the web page you needed.)
    • 300 – Redirection – You are being sent from one page or URL to another. (These are also often silent. You are generally sent to a new location, which should respond successfully)
    • 400 – Incomplete – Something happened and the request didn’t complete successfully. (These are generally sent to the browser in some way)
    • 500 – Error – There was an internal server error either related to the server or the software running on it. (These are almost always sent to the browser)

    Responding to Response Codes

    Here are a few of the more popular response codes you might have seen, with some info about them. There are far more, but the details can get pretty gory.

    • 301 – The page you were trying to get to has moved to a new location. The server should automatically redirect you to the new page and you shouldn’t have to do anything further. Search engine marketers use 301s a lot when a page is removed or a new website is created. Then visitors and search engines can find the new page easily.
    • 403 – You are not authorized to view this page. Either you authenticated incorrectly or your IP address is restricted from viewing the page. In either case, it’s back to the drawing board for you.
    • 404 – The page you were trying to get to does not exist. It might have existed in the past and has been removed. Perhaps the link you followed was wrong. There is no redirect and you’ll have to find your page another way. Our creative team put together a great 404 page for our site. Yup, that’s it up there. Hopefully this is the only place on our site that you will see it.
    • 500 – Any 500 code means that something has gone wrong. Don’t worry. It’s not your fault. You might try again in a few minutes in case it’s a server load issue. But if the problem doesn’t clear up, let the manager of the website know what happened. Try to remember what you did prior to the error. That information can be helpful for troubleshooting.

  • How Propper Went From Better to Best

    Propper is a company used to leading.

    In the last 50 years, Propper had perfected their product. As a result, they were now a worldwide leader of tactical gear. The high quality of their work spoke for itself. They had earned impressive government contracts. Also, a robust civilian market had grown as a result of Propper’s dedication to their vision. They didn’t need any help with what they were selling.

    Yet, their eCommerce site hadn’t kept up with their business. It felt outdated.  Its interface confused shoppers, making it hard to navigate. Also its infrastructure frustrated its back-end managers.

    If Propper’s website was a soldier in the field, it was facing heavy fire.

    Something had to change. Propper needed backup. That’s when they called Atlantic BT.

    “Helmuth Karl Bernhard Graf von Moltke was a Prussian tactician who adapted war theory for bigger armies and better firepower. In many ways, the work our user experience departments did for Propper’s customer workflow and server load balancing, is what Moltke did for the battlefields of the Victorian age.”  —Stewart Arthur Pelto, Atlantic BT Senior Business Development Manager

    Any military aim requires two things: strategy and tactics.

    The Strategy – The Plan

    Before we could give Propper’s website an overhaul, we needed to gather some intel. We engaged in our reliable discovery process and we learned a lot. We figured out their long-term goals and the nature of their site traffic. Especially relevant was discovering customer habits and buying patterns. We needed to know why so many customers were abandoning their shopping carts. Rather than completing their sale, users were leaving their desired products behind. They wanted to buy from Propper but they weren’t making it to the finish line.

    Propper’s store wasn’t connecting with its customers the way it could. The UX was difficult. The B2B and B2C websites were not communicating, and there were too many top-level domains. Also, there was little room for growth. This wouldn’t work for a company that was, without a doubt, on the up and up. 

    We weaponized this information and developed a multi-phased plan of attack:

    • Develop a user-friendly website that would grow with the company
    • Determine a domain strategy
    • Streamline the checkout process
    • Move to a stronger eCommerce platform such as Magento and Amazon Web Services. Such an update would support the increased traffic.

    The Tactics – The Execution

    Prepared to the max, we strapped on our bulletproof vests and jumped into the trenches. We:

    • Rebuilt the site’s interface, creating a beautiful, modern, and simplified user experience. This included improved mobile capabilities.
    • Moved Propper’s online store to a Magento 1 platform. This provided customized plug-ins and themes to fit their needs.
    • Found a partner vendor skilled in M3 technology and with Magento experience. It was now easier for Propper to manage the inner workings of their new platform.
    • Combined their ERP systems with their eCommerce store, syncing store and online inventory.
    • Created an ongoing marketing plan, using display ads and Google’s shopping listings. We also incorporated coordinating email marketing campaigns.
    • Developed stronger site analytics and security. Room for company growth was provided through Amazon Web Services.

    We stayed in constant contact with Propper’s team to offer insight, as well as fix any technical issues.

    The Results

    We saw results almost immediately after rolling out Propper’s slick new website. Within a year, we had proof that Propper’s customers were measurably happier:

    • An 80% increase in monthly site revenue
    • A nearly doubled conversion rate
    • A strengthened partnership between Propper and ABT. We continue to track the site’s upward progress. We also assist with marketing, analytics, security, and complete site improvement

    By designing a strong and flexible solution to a very common problem, we gave Propper a leg-up. We couldn’t be happier with the revamped Propper.com, and we know that they agree.   

    We are proud to announce that ABT’s Magento developers have succeeded with a new update. Propper’s eCommerce store is now running on the Magento 2 platform. This provides Propper’s store with even more power and flexibility. With increased stability, functionality, and data-gathering, this is an eCommerce win. This new technology will reinforce Propper’s eCommerce campaigns for years to come. With team coordination and development ownership, ABT has empowered Propper. They can continue to focus on their strategic goals and grow their business with the right tools to do the job.

    Learn more about Atlantic BT’s ability to build custom eCommerce sites.

  • The Best Way to Overcome Web Development Anxiety

    Modern web development is a wonderful thing. Almost anything you can envision about a website can now come to life. Custom programming provides a wealth of opportunities. With the right development team, you can create exactly what you need. Amazing layouts, new features and apps, and interactive tools make for a great website.

    The bad news about having this many opportunities is that it comes with a cost. Projects can become so large and complex that they are difficult to explain and outline. There are concerns about schedules and financial resources. And that actual first step? Knowing when to begin and how can be overwhelming.
     
    Business owners and executives can feel paralyzed. These realities can leave them feeling unsure on how to move forward. This blog provides a concept that can help you overcome these worries. You’ll be ready to take the first steps with your large web development project in no time.

    Introducing the MVP Development

    In the world of web development, MVP refers to Minimum Viable Product. What does that mean? It’s a scaled-down version of your finished website. It includes all the basics and essentials.
     
    The MVP version of your website might include basic content and core features. It may not include custom plug-ins or videos added in later. Your MVP site could incorporate some automation and data-collection features. But it might not integrate real-time inventory or shipping logistics.
     
    These are only examples, of course. But they help to illustrate how you can launch a new website without worrying so much. You don’t have to stress about including each different feature or idea at once. That doesn’t mean they won’t be a part of the final product. The concept of beginning with MVP development allows you to prioritize each piece.

    Why MVP Development First Pays Off in a Big Way

    Why bother having your web development team create a scaled-down version of your website? What you really want is more features and functionality, right? There are a lot of practical reasons to do things one step at a time.
     
    First of all, your MVP website is going to be easier to plan and manage. It won’t need as large of an investment like a bigger job would. Creating an institutional website takes a lot of time and money. Is this a concern for you? Then the MVP development first strategy is the ideal path for your project. It generates movement without dipping too much into your schedule or budget.
     
    Another plus is that an MVP website gives you the chance to test out concepts. You can find out what is essential to meeting your organizational goals. You can also see what users will respond to. This helps you make informed decisions before you commit to a larger effort. If you want to test the viability of certain apps or ideas, you can do so without risking too much in the process.
     
    Finally, it’s worth reiterating this point. A smaller version of your website can serve as a launching point for future growth. You’re in a hurry to get a new web presence online? Why not build an MVP? It gets you on the web and then allows you to expand over the coming months and years.
    One of the biggest benefits to an MVP approach is reducing the size and scope of deployed changes and increasing the deployment frequency. It allows for smaller learning curves, and signals to users that the site is regularly updated and cared for. – Jon Karnofsky, Director of Operations

    Want to Learn More about Complex Web Development?

    We’ve been there. We implemented the MVP development strategy for one of our clients. It served their needs well. We planned and developed a full rebuild of their existing web application. The primary goal was twofold. We needed to keep the existing functionality while creating a more resilient application. The project took a year and a half of documentation and development. It involved brand new hosting services, networking aspects, and visual design. Yet, the tasks the users performed were effectively the same.

    It may not sound like it, but this project was a successful MVP. The entire team had plenty of ideas for improvement. Together, we decided to keep the initial changes in features limited. This allowed for three helpful things:

    • Shorter development before the initial deployment
    • Less changes to the end users
    • Easier migration of data

    Once that application was deployed, we had a large backlog of features to add or improve. This work still continues today. We’re proud of what we were able to accomplish, using MVP.

    The design and programming team at Atlantic BT are your website experts. We’ve designed sites for large groups and institutions on many occasions. Contact us today to schedule a complimentary consultation.

  • Why You Need Strong Governmental Information Architecture

    Government agencies have a special obligation to create usable websites. Usability is the digital extension of good public service. There is one significant usability problem that we encounter most often. Government sites can struggle with poor information architecture (IA).

    What is IA? It’s an underlying system of organization. Sites rely on IA to help make their content easy to find and use. IA also encompasses other parts of the site structure. The layout of the site, how the navigation works, and the pages and labels seen, are all examples. It’s also the metadata and taxonomies that you may not notice at first glance.
    So, what are government websites getting wrong?

    Problem #1: Information Overload

    It can be tempting to put as much information as possible on your website. This is partially driven by the desire to inform the public. Unfortunately, putting too much information on a site or a page is detrimental. It will actually hurt your site’s ability to impart information to users.

    Your website is an opportunity to answer common questions before the user has to pick up a phone or send an email. By not providing important content, everyone’s jobs can become more difficult. You’re either burdening your own staff or missing an opportunity to serve the public. But, if you’re putting that content online in a way that makes it too difficult to find? Well, you’re probably going to wind up getting calls anyway.

    Problem #2: Silo Mentality

    Government sites should not need users to know anything about the structure of an agency. Organizing information into little fiefdoms on your website will hurt findability. Instead, organize content based on users’ needs. This strategy is at the heart of effective information architecture.

    One of the biggest silo mentality problems we see are forms, reports, and other documents buried on program or department pages. Usually, they are simple file attachments. When you do that, you are making it harder for people to find your documents. Their only option is to navigate through your content to find what they need. This leaves out the part of your audience Googling your information. It can also hurt those using your own site search. Even for users who want to use your navigation, you’re requiring them to find the exact right page. Then they have to read through the content to find what they need. Think of your users!

    Problem #3: Confusing Labeling

    Again, you can’t expect users to understand the in-and-outs of an agency. They aren’t going to know what to do with jargon or technicalterminology. Using plain language is extremely important. You can’t just look at labels individually, though. It’s necessary to look at sets of labels together to make sure they work cohesively. After all, users are going to need to look at a group of labels and make the right choices.
     
    The good news is that there are plenty of techniques for attacking these problems. The first step is always user research. Understanding your users better allows you to create an informed strategy. You can compare user needs to your business objectives and make strong decisions. Knowing who you’re organizing information for and why makes choices about information architecture easier.