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Digital transformation

Why Most Digital Transformation Projects Fail?

Over 70% digital transformation projects fail. This means that the vast majority of companies and teams that set out to go digital don’t succeed. Their attempts at digitally transforming their companies don’t produce the expected results and eventually companies end up giving up on such.

What causes these staggering failure rates? Why do only few companies make it to the digital Promised Land? There are several factors that explain the failure to turn companies into digital success stories. I outline some of them below:

  1. Lack of commitment from senior leadership

Any successful digital transformation requires unwavering support from the leadership. The leadership doesn’t necessarily need to be nerds but need to at least show enthusiasm in seeing digital transformation goals through. This ‘transformation-supportive’ leadership encourages agility and a new culture of operation. Organisations that do not succeed see digital transformation leadership as something that can be passively outsourced or left to the operation of a single digital unit. Case study after case study supports the role of leadership in spearheading and facilitating successful transformation in their companies.

  • Half-commitment to change

Most successful start-ups are naturally good at innovation and struggle with scaling. The converse is true for established companies. To succeed at turning their companies into technology organisations, companies need to embrace change and know how to manage it to achieve business objectives. For ‘traditional companies’ adherence to processes and models that have once worked is the norm they naturally revert to when operating. It is difficult for them to be nimble enough to anticipate, adopt and successfully deploy new models. This explains why this role of identifying new gaps is often carried out successfully by incumbents.

Big companies are elephants that are able to use their size to defend themselves against other animals while vulnerable to much smaller and seemingly less dangerous opponents that utilize their opponents’ weaknesses. Ironically, other big animals fail to utilize these weak points to their advantage.

Successful digital transformation requires that companies, big and small, be committed and become strong proponents of change. It is in relentless pursuit of the new that innovation is created.  Digital companies not only embrace new approaches, they are on the lookout for them. In fact, they have set up whole departments dedicated to experimenting with new tools and approaches. Do they fail? Yes, some do but moonshot ideas often arise from such an approach.

  • Not building new capabilities

Effectively managing change requires building new capabilities within organisations. Digital transformation is not just about the technology. Technology is just one piece of the puzzle. Transformation requires building new capabilities; acquiring new skills, recruiting new talent, moving process to agile and embracing new business models. The rapid pace of technological change requires that organisations become learning machines. They have to constantly test out things, determine what’s working and what’s not and be able to iterate till they ship out a close-to perfect final offering.

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Digital transformation

Change Management & Digital Transformation

How does your organisation deal with change? Does it find it hard to embrace change because it’s still hanging on to tradition? It’s our nature as human beings to want to stick to the things that have always worked for us. The biggest stumbling block when attempting to introduce change in organisations is the sentiment, ‘but this is how we have grown the company,’ or ‘this is what our clients love.’

To succeed organisations must be willing to learn new things and embrace change. This is especially true because there is no guarantee that what once worked will continue to work in face of rapid developments being brought about by technology and software. The fact that it only takes less than 25 years before a dominating company gets toppled over by an incumbent, necessitates a state of paranoia (constantly scanning for threats and opportunities) as Andy Grove, the legendary CEO of Intel would put it.

This explains why it’s an uphill task for traditional businesses to successfully move to digital with the conventional people who represented the old ‘ways’ in place and why it’s also much easier for start-ups built on the foundations of digital innovation to have a culture that anticipates and embraces change.

Culture shift

Successful digital transformation requires a shift in culture. It requires a digital DNA; one that embraces experimentation as normal part of learning. It recognizes that without experimentation which sometimes results in failure, there is no pushing one to their limits. Hence all tech companies on their path to growth have had a fair share of failures. Talk of the Amazon’s Fire phone, Google with Google+, and many other such endless tales of experimentation and failure. In fact, to aptly depict this culture, in its formative days Facebook had a mantra “move fast and break things,’ which caught on with many tech companies.

Leadership

To successfully carryout digital transformation, businesses need supportive and visionary leadership. The right leadership not only tolerates and supports factors for successful digital transformation; they are also digital transformation evangelists, who do everything in their powers to ensure that digital becomes part of company culture. They have support mechanisms in place and these are reflected in the amount of money they set aside to support digital, the investment they make in hiring, training and retaining the right people and the tools they acquire to support the overall digital strategy.

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Digital transformation web design

Why Every Business Needs A Website

Does your business have a website and a digital strategy? Times have changed. Not so long ago, any small business could do just well by focussing on creating the best service or product. If happy, customers would spread the word and the business could be guaranteed of success. Though still important, focussing on creating products and services alone won’t cut it anymore. It’s not enough to focus on that alone in today’s business landscape.

Shifting landscape

The shifting business landscape (characterized by social media product reviews, instant feedback and increased customer engagement) call for a new game plan. Whatever a business does should be defined by this shift in consumer behaviour. This is the only way to grow and win in this highly-competitive environment.

Is a website for every business?

Having a responsive and beautiful website is a no-brainer for businesses that want to win in today’s competitive world. Every business should have website that tells its story and makes it convenient for customers to find information they are seeking. In designing the website, a business should avoid the common mistakes listed here.

There are many reasons why every business should have a website. This includes even those businesses that had traditionally shunned the internet with the belief that their clients do not search for products and services online. In this article, I will outline some of the reasons why every organisation that wants to win in the digital age should seriously consider having a website.

Brand Exposure

Customers rely on the internet to search for products and services. With internet connection becoming more affordable and reliable, this is likely going to be the norm for some time.The internet gives brands the opportunity to gain exposure to millions of potential clients. It removes all the constraints of time, geography, costs, – it’s far cheaper to run an online campaign compared to traditional advertisements. As the internet constantly evolves, so do the tools to reach people in every market across the world. Every business with a product or service that genuinely helps people can benefit from this exposure. A website allows prospective clients to know about the brand, what it offers and stands for, as they search for products and services online.

Offers convenience to customers

A good website offers convenience to customers. A good example is when a prospect hears about a company from an acquaintance, decides to go online and search for it. When done right, a website should provide convenience to clients. Some of the convenient things to be on a website include contact details, products, prices and quotation generator just to name a few.

Saves time

When designed well, a website helps automate some of the tasks different company departments perform. Features like quotation generator, products’ section, inquiry form and ‘about us’ page, can help clients get the information they need by going to the business’s website.

Generates revenue

With the shift towards ecommerce, a website can help a business to directly generate revenue from its digital presence. Its never been easier to embed secure payment gateways and directly receive payments from a business’s website.

Conclusion

Having a well-designed and search-engine optimized website is important. It can go a long way in helping a business to connect with clients and also save a lot in marketing dollars. Digital marketing has become a buzzword. It’s convenient and affordable. Most importantly, it works. A good website is the first step towards a winning digital marketing strategy. It helps companies connect, promote and sell without spending thousands of dollars or investing a lot of time.

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Digital transformation web design

Four Ways To Get Your Website On Google’s First Page

The internet offers countless opportunities for businesses. It enables businesses to gain exposure and drive revenue growth. To gain exposure it’s important that a business‘s website is found on the first page of search engine results. When searching for products and services, people rarely go beyond the first page. Just think about this, when was the last time you visited a website that wasn’t on the first page of search results?

If you are like most people, you pay attention to the websites on the first page.  In fact the second page is notorious for condemning websites to obscurity. There is a popular saying that humorously depicts this; the best place to hide a dead body is page two of Google. To get the most from their web presence, businesses should ensure that their websites are optimised for search results and are ranking on the first page, with the ultimate goal being among the top three on the first page.

Here are the four steps you can take to rank your website on the first page of Google (or all search engines) results:

  1. Ensure Your Website Is Mobile-Friendly

Mobile devices account for more than 60% of a website’s traffic. To rank on the first page of Google results ensure that your website is accessible on all three screen sizes (desktop computer, tablet and mobile phone). This is popularly known as mobile responsiveness. It ensures that your website ‘responds’ well and give all visitors a similar user-experience regardless of their screen sizes. Gone are the days when developers only made websites and platforms optimized for desktop computers. But having a mobile-friendly website isn’t only about enhancing user-experience. It has a great impact on Google results ranking.  

2. Enhance Your Website’s Loading Speed

How long does it take to load your website? Visitors don’t linger for long on websites that take a lot of time to load. They shun them. Slow loading speed negatively impact user-experience and work against traffic to your website. When ranking websites, search engines pay attention to the websites’ loading speed. Those with a fast loading speed are pushed to the top, while the slower ones are further pushed to the second page and beyond.

3. Add engaging and relevant content

Do you regularly add engaging, educative content to your website? Most businesses with websites make the mistake of not investing in content marketing. If you don’t have a well-maintained and updated blog, you are missing the opportunity to drive more traffic to your website and keep your visitors engaged. Great content is so important that some have labelled it the ‘holy-grail’ of search engine ranking. It’s impossible to rank on the first page without relevant content. Relevant content signals to search engines that the website is worth visiting and spending time on. Not surprisingly, the quickest and surest way to be on the first page of search engine results is investing time and money in creating engaging content. Content is not just limited to text. It can be podcasts, vlogs or webinars. Content is indeed king. An effective content strategy will drive traffic to your website. In addition to not regularly adding content, check out the other common web design mistakes businesses make.

4. Make it easy for Google’s crawlers to index your content (Information Architecture)

Does the structure of your website make it easy for Google crawlers to index and categorize your web pages? Does each page have dominant and appropriate meta-descriptions, title tags and keywords to help search engines and visitors know what it is all about? Having a proper structure with key headings, titles and keywords will go a long way in ensuring that your website is found on the first page of search engine results.

You don’t have the time or know-how to do all this by yourself and need expert help? Our team will be happy to offer you a free report to help you see where you are in terms of Google results ranking, mobile responsiveness, loading speed and overall performance.  If you don’t have a website yet, we will design a responsive one for you and guide you every step of the way to rank it on the first page of Google results. 

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Digital transformation web design

How To Turn Your Website Into A Sales Machine

What is the ideal purpose of a website? For a business, a website should bring in leads and drive revenue growth. It should get people to talk about the brand. It must be a sales machine. This is not the case with most websites that we see. At best they are just an extended business profile. Customers visit them to learn more about the company, its values and mission statement and then read about the range of products or services on offer before moving on to the next website. There is no engagement that takes place whatsoever. At worst, they don’t accurately portray the company’s message and therefore the customer leaves even more confused about what’s on offer. 

An ideal website should complement the physical stores or offices. It should sell products and services. It should drive revenue growth and guarantee a steady stream of income for the business. This is the ultimate goal. But to reach it there are certain changes that have to be effected. Businesses have to change how they see websites and their digital strategy. In short, this should inform their digital transformation strategy. 

So what can be done to turn a website into a sales machine? How can a business go from passively having a website to turning it into a sales machine that attracts, serves and retains customers? We have simplified the process and outlined the few steps that can turn any website into a sales machine in no time.

  1. Optimise your website for search engines

You can’t sell if no one knows that you exist.  This statement seems too obvious. However, we come across many businesses that don’t make an effort to get their websites on the first page of Google. In fact, the majority of business websites fall into this category. Here is a quick test; let’s assume you are a construction company, If you search for your industry’s keyphrase (for example, construction companies in Harare), does your website come up on the first page of Google results.? If not, then you are missing out on countless opportunities. It’s time to be more visible. With visibility comes more opportunities. Here is an article on what you can do to get your website on the first page of Google. Once you have addressed your website’s ranking and are as a result getting organic traffic to your website, you need to pay attention to your copywriting. Are the words on your website engaging enough? Do they accurately tell your company’s story? Do they make visitors want to buy what you are selling?

  1. Write copy that sells

Website visitors have an abundant supply of information at their disposal. This is why the average amount of time a visitor spends on a website rarely goes beyond a few seconds. This is especially true if the content on the website is not engaging enough. They quickly close the tab and move on to another website. Businesses and marketers are fighting a battle for attention. Whoever wins the most attention, stands the chance to win the visitor’s money as well. In addition to the visual appeal, businesses should pay attention to the words they use on their website. What do visitors first come across when they visit your website? What do you want them to do when they see it? Is it a ‘buy now’ or ‘read more’ button. Instead of outlining their value proposition right away and showing what they can offer to clients, one common mistake businesses make is to start by describing the business, its mission, goal and so forth. This doesn’t produce results. The best way is engaging the visitor right away, showing them what you offer better than the competition and how the visitor stands to benefit by doing business with you.

Linked to the content on your website, is the clear and concise ‘call to action.’ Every website should have a clear call to action. So many visitors often leave websites without doing anything because there is no clear direction on what the business wants the visitor to do. Check out the common web design mistakes businesses make. Do you want them to go to the ‘store’ page, should they fill in a form, or contact an agent? This information should be clearly outlined, with the buttons rightly positioned on your website for great results.

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Digital transformation web design

7 Features Every Website Should Have

A website with the right features is a powerful marketing tool. It can help you attract new clients, engage them and make more sales. With the right features, it can help you predict problems and solve them before they happen, identify patterns and grow your brand. Below are the 7 core features every website should have.

  • Call to action

A call to action serves as a concise guide to website visitors on the action you want them to take. Usually, a call to action includes an action word/phrase to convey urgency, such as “buy now,” “sign up,” “shop today,” “register now,” “call us,” or “book appointment.” The best marketing campaign removes the friction between the prospect and the action you want that prospect to take. A clear and concise call to action accomplishes that.

  • Mobile-responsiveness

Mobile-responsiveness means a website should look great on mobile screens as it does on desktop screens. Every website should be optimised for mobile phones. This is especially so because more than 60% website visits come from mobile phones. Mobile phones have become powerful tools that people now stream movies, read books and buy online with them.

  • Clearly-defined navigation menu

This seems counter-intuitive but a great website should make it easy for people to find what they are looking for. To accomplish this, it must have a clearly defined navigation menu, with clear labels and links to relevant content. Some websites make the mistake of burying crucial information under stacks of information. If people visit your website, can they easily see product/service information, prices, testimonials and reviews? If not, then consider adding a clearer navigation menu.

  • Sharing options

The internet makes it easy to make content shareable and eventually go viral. This is a powerful tool in every business’ toolbox and should be capitalized on. Every great website should make it easy for people to share content like product information, articles and company profile to social media platforms.

  • Social Media Integration

Related to the above feature, is Social Media Integration. Integration with your social media accounts makes it easier for website visitors to go to social media platforms and follow campaigns there. In addition, it makes customer engagement and collection of customer feedback a breeze, which explains why including this feature, is a no brainer for businesses that want to use the internet to generate revenue.

  • Blog

Content is king. If you don’t have a blog you are missing out on the opportunity to educate and engage your customers. A blog is important for search engine ranking. Which explains why this is a feature that should be on every business website.

  • Payment Gateway

Do you sell products, make it easier for clients to opt in and pay for them. In addition to the catalogue, a great website should have a way for people to select products and pay for them.