6 Reasons You Should Consider Updating Your Distribution Website
Your website should be one of your most powerful marketing & sales tools. Yes, markets are still important & yes, browsing a website doesn't quite have the same je ne sais quoi as sipping a Rose in Cannes, but the industry is changing. Buyers want to be able to browse for content in their own time, and they expect a consumer-like experience when doing so (thank VoD platforms for that one!)
So, think your website might be in need of an update? Check out the following 6 reasons why your distribution website might just need a revamp.
1: It's not memorable
It goes without saying, but an effective distribution website is one which people want to keep returning to, so it needs to be memorable. But what makes a website memorable? Obviously how it looks is important, but primarily it needs to be an enjoyable experience - think Netflix. You log on, are presented with personalised content, it's easy to navigate and gets users returning time and time again. Things shouldn't be different just because we're operating B2B. It's not about snazzy videos or gimmicky features - a good user experience makes your website memorable for the right reasons.
2: You don't learn about your visitors
It's no good having buyers browsing content on your website if there's no way to gain insights or track intent. If you can't, your website is essentially a shop window instead of a powerful sales tool it should be. Understanding user activity is so, so important. In fact, our latest buyers survey showed that 90% of buyers expect to be presented with bespoke content - a guessing game if you aren't tracking their activity.
3: It's using outdated tech
Technology is constantly evolving and so are the tools for creating a decent website. Using outdated tech can have a massive impact on your buyers' experience.
Outdated code can impact:
- Browser compatibility - your site needs to work for all users, including the rare ones who still use Internet Explorer!
- Loading speed - sites that load in five seconds (compared to those that load in 19) see 70% longer average sessions
- Responsiveness - over 50% of website traffic is via a mobile device, so if your site isn't providing a good mobile experience, you're cutting out over half your audience
4: Slow loading
Website speed really matters. So much so that load time has been a ranking factor for Google since 2010. Slow loading pages disrupt the user experience and people just won't wait around. You can check how quickly your site loads (and get pointers on how to improve it!) through tools such as GTmetrix. Ideally, you should be aiming for a load time of under 3 seconds.
Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don’t just improve user experience; recent data shows that improving site speed also reduces operating costs.
Websites get hacked. Fact. And websites relying on older technology are more vulnerable to breaches - the experience is stressful at best and a lawsuit at worst, especially if you store personal data. Fines for a data breach under GDPR are up to €20million or 4% of annual global turnover - whichever is greater.
Time is money and websites that aren't properly integrated with the rest of your tech stack are wasting a lot of time. As a distributor, chances are you're managing multiple platforms for videos, rights, content, assets....the list goes on. If your website doesn't integrate with these things, it becomes yet another thing to manage.
So, if any of this resonates with you check out thisisone.tv/clients to see how other distributors are ysing ONE to save time, accelerate sales & better serve their buyers, or contact us to chat about how we could help out :)