Let’s talk about “widgets.” It’s not too unusual for some people outside of retail to cruise along just fine without using widgets, or so it would seem. Depending on the market, widgets could be a minor enhancement or a game changer for your business. At the very least, you may want to try a few simple ideas.
For those who are unfamiliar with widgets and are looking for a new way to engage their target audience, here are a few important things to consider.
Do you have a favorite website for shopping, news, weather, or entertainment? There’s a chance that you used them without knowing their full purpose or how they’re structured. By definition, widgets are a part of an interface that enables a user to perform a function. They are often built in ways that make them autonomous. Although they’re embedded in a website, they could conceivably function as their own separate page.
This widget can be placed on your site for people to convert currency on the fly. You can simply cut and paste the copy to your site to gain this functionality.
There aren’t many limitations, especially in terms of creativity. They can do almost anything you want. They may, for example, be designed to open a pop-up page. They may incorporate links and functionality which give more value to the user. They’re often dynamic. For example, if you go to Amazon, Ikea, or any other big box retailer, a special promotion may take the form of a widget that scrolls through a family of products like a slide show. Some are very interactive, functioning as a tool for creating videos or playing music.
The evolution of the widget, goes back to the simple hyperlink. Unlike a hyperlink, it’s a content reference, with (way) more potential to grab the attention of the reader. Like a link, it can be inserted almost anywhere in a web page. And if you use HTML in your email, it can migrate into your messages too!
Although widgets are very versatile and can (if you’re so inclined) enable a pop-up, they are not a pop-ups. Perceptions still apply. If a widget is used to aggressively pursue visitors (as pop-ups have), you’ll see no benefits and even some adverse reactions.
Make your widgets visually appealing, use clean code with HTML or JQuery so it can be detected by search engines. Try to maintain mobile compatibility. Choose quality over quantity. Most of all, maintain an adequate level of honesty and respect. This is your path to the best possible conversion rates.
American Marketing Association Boston Chapter
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