Six well-known online success sutras most start-ups neglect

Recently interacted with some start-ups and analyzed their websites (on request) for performance. Unfortunately most of them were missing the punch needed to create the initial momentum. Though they have been able to generate traffic because of their social media activities, conversion was abysmal.

For larger benefits, here are six important points to watch very carefully while creating web site for a start up (or for that matter any business)

1. Identity/Logo

It is not just about name of your venture written in fancy fonts and colours, but a true reflection of your idea. Moreover it projects how serious you are about your venture. Go for a professional designer even if it means a few extra bucks.

2. Typography

There are thousands of font designers working hard to create new fonts and that is for a reason - to create an impact on human mind in different demographics, cultures, environments and buying needs. Typography has a profound impact on human psychology and significantly affect conversion ratio of a website.

3. Layout

When you land any website from search engine, sometimes you close it in a plain five seconds, while sometimes you explore and spend 30 -60 minutes. Why? Your mind assimilates many subtle data from the layout and stick to the one that is most ‘comfortable’. You may not be aware but your mind calculates where it needs to spend more ATP (source of energy in body) and categorically avoid it. Have a great a layout which goes well with human brain mechanism.

4. Contents

Achilles heels for most start-ups with limited resources. Text, images, sound and video – quality content development is a must. In most cases, smart amalgamation of different types is required. For a start up, 30 seconds video or a sound clip with rotating images can do wonder instead of 1000 words paragraphs to attract search engines.

Best strategy – look authentic and develop contents for communication, not for filling up the web pages.

(As a matter of fact, quality content is always at centre of any online business and requires very careful planning and alignment with overall communication and social strategy.)

5. Technical

Be contemporary. Be effective. A homepage with large image will take too long to load and dilute the user experience. Similarly, use of Flash where JQuery can work is like eating visitor’s bandwidth like a wild elephant. Avoid such technology pitfalls. Use proper web optimization technologies to give the quickest and most efficient user experience.

6. Analytics

It is 100% feedback mechanism. You friends (real or social media) may feel awkward giving you honest feedback about your website but analytics never. Google Analytics available free for everyone is a must-have for start ups. Carefully study and analyse reports especially sources of visits, time spent on different pages, page flow/funnel and exit pages. This will give you an overall idea where you need to improve. For example, many visitors leaving your site from the page where you reveal pricing may mean they are perceiving it to be higher (remember it is only perception and you can break it).

And don’t’ stop at Analytics. Follow a smart optimization regime to weed out shortfalls – technical or otherwise.

Entrepreneurs change worlds and their dreams are invaluable. Don’t let it meet the dead end just to save a few bucks. 

Have an impressive web presence. Have a great business!!

Multiple login for Google accounts

We are waiting for this for so long and so are many of our clients who are using Google Apps. 

Now you can simultaneously login and use more than one Google accounts to access Google services like mail, calender, reader, sites, finance, voice and code. No need to log in and log out to jump between Google accounts. 

Steps to activate multiple log in feature for your Google accounts.

1. Go to Google Account homepage and log in using your Google Apps account or normal Google account.

2. Click on the link Edit in front of Multiple log-in.

3. Set it On and tick all four check boxes to confirm you have read them. Click on Save and its done.

4. Now just click on the arrow next to your current logged in name in upper right corner while using any of the above Google services and click on Sign in to another account. Just log in with account credential and you are ready to use new feature of multiple login.

Google Apps is a wonderful way of being on Google Cloud and taking maximum benefits of powerful business applications. You can save lots of money, time and energy by using Google Apps. Write to us on biz@wrofit.com to learn more.

Google Alert - strategic tool to keep a watch on your competitors' moves

Internet is too large to keep a tab on any single entity forgot about the flock of competitors. What if you wish to be continuously updated about moves your competitors make in the market - new blogs, twitter updates, news, forum discussion or video post. Google Alert can help you do that.

Google Alert is here for quite a long time and are used by many to stay updated on the subject of their interest. Few smart organisations use the service as a strategic tool to stay updated about their competitors’ move in the market - as and when they happen, automatically delivered in the mailbox.

How to setup Google Alert?

1. Go to http://www.google.com/alerts
2. Specify term or phrase (similar to search term) you wish to receive alerts for. For example name of your competitor or specific product of a competitor.
3. Select the type of contents you wish Google to scan to send you updates from - Blogs, News, Updates (mostly from Twitter), Discussion and Video. You can also specify Everything here to receive updates from all types of contents.
4. Select frequency - Daily, Weekly or As it happens.
5. Specify whether you want to receive the best results only or all the results.
6. How you want to receive the alerts - as an email or as an RSS feed?
7. Click on Create Alert and Its done.
8. You can manage your alerts later on to delete or edit alerts that you have setup.

Google Alert is really effective in sending updates. Try it and share your experience.

You can tell us what you want to read on our blogs on feedback@wrofit.com.

How Google Instant Preview can affect your web traffic and what actions you can take?

First of all a very happy new year from Wrofit family. May this year bring tremendous success to your business.

Second, thanks for your feedback on our blogs. We concluded from the mails that most of you want to learn more about practical aspects of online business success. We have taken a note of that and now framing our writing as per your requirements.


This is the first blog in new year about a recently launched feature in Google search called  Instant Preview. It seems very promising and may get adopted by users as a routine way of search efficiency. If this happens (chances are very bright), this blogs would prove very useful for traffic management. Do send your feedback on feedback@wrofit.com.


After Google Instant Google has recently introduced Instant Preview – a search feature that lets you see the screenshot of a page before you visit the site. 

It saves a lot of time and makes your search much more efficient. Just click on the tiny magnifying glass next to the search results and Google will show you the screenshot of the page right there. Interesting hmmm!!

How this new feature will affect traffic to your website coming from Google and what you need to do to maintain leadership position?

You have to be more predictive about information needs of your target audience

If you think twice, Instant Preview provides an additional level of search – search inside your webpage even without actually visiting it. Google Instant Preview shows orange boxes inside the snapshot highlighting the search phrase on your webpage. 

You have to be smarter and more predictive about information needs of your prospective visitors and have to highlight areas/headings on your web pages containing relevant information. Smart use of headings, colors, images and videos will make a big difference here. Again this will pose new challenges to information architectures at web design companies.

It will set professional apart from the unprofessional

Your website layout always translates into how professional you are about your business and how serious you are about quality of your products/services. Now potential customers can sense your quality commitment even before landing your website. It s threat much larger than you assume and make a huge impact on your top and bottom line if you still are reluctant to spend for quality high web presence.

Flash hurts on Google Instant Preview

Flash animation/effect can be a great way to give your visitors engaging and unforgettable experience but it will be of little use to attract visitors through Instant Preview and probably may work against you. This could be hurting to Flash websites but Google Instant preview shows annoying images for Flash websites similar to what you see when Flash plug in is not installed on your computer. 

I hope Google must be working on this as Flash/Flex are very promising as web development platform.

It will bring more qualified visitors

Not all visitors and prospects, neither all prospects are customers. Instant Preview will bring more qualified visitors to your website. This may shrink numbers in your Google Analytics for a while but in long run, this will make you more productive as an organization by focusing your resources on more promising prospects.

Being unique will pay

Typical will be invisible - that’s true even for the websites. Human beings are always attracted towards novelty especially when there is no cost involved. Now you have to be unique in addition to being professional and attractive. This will give rise to innovation in web design approach especially in a country like India where most marketers and agencies are stuck with cliché type of web design methodologies.


Do send your feedback on feedback@wrofit.com. It will motivate us working an extra hour a day to bring you more useful stuff.

What is Web Branding? - Introduction (Part 1 of 5)

This is the question many marketers ask us. As people have started agreeing to the power of internet and online branding in business success, they are getting more interested in knowing things to make informed decisions - good for them and better for quality service providers.

So here is a five parts series on Web Branding. We are trying to make it as exhaustive/intensive/interesting as possible. If you have any idea to make it better, please share with us on feedback@wrofit.com. Your inputs always help us making this blog more helpful to everyone.

What is Web Branding (E-branding)?
Web Branding is a holistic approach towards building Brand Equity on internet - which includes all computers, cell phones and other web compatible gadgets connected to the web.

Web Branding is a process necessarily comprising of four phases:

All the four phases are inevitable and create a loop which defines continuous activity for brand building on the web. Thus, by definition itself, Web Branding is an ongoing process like its offline counterpart.

Web design and development - website creation
Creating a website or web application which is professional, attractive, usable and engaging is at the heart of online success. Here all the italic adjectives are equally important - one without the others means website is only partially able.  Honestly, there is no magic wand to infuse these super genetics in a website. It can only be achieved through use of appropriate tools and technologies, design/development process and more importantly sea-deep insight into visitor psyche and online behavior.

This phase includes content development (text, images, audio, video and animation etc), layout creation, front-end coding, server side programming, testing and finally deployment on the web server.

Website promotion
To make your website popular on the web. This is the most significant phase of Web Branding because if visitors cannot reach your website, it is as good as your website doesn't exists. Website promotion is a major strategic decision for any business and calls for careful planning and adroit execution. Promotional strategy mainly depends on type of business, product, geographies to cover, target audience, time frame available, budget and other resources etc.

This phase includes search engine optimization (SEO), social media marketing, search marketing, banner ads, e-mail and newsletters, viral marketing etc. As a matter of fact, online promotion sphere is spinning so fast that it throws new opportunities and challenges everyday.

We can surely say that well crafted promotional strategy can do wonder to a brand.

Web performance measurement - web analytics
How your existing website is performing against the set parameter (KPIs) and how visitors are behaving on your website. Web performance measurement throws very useful insight into what part of our website is working as expected and where it needs improvement.

A software known as web analytics application collects visitors and related data on our website and present them in a format easy to make some conclusions with. Google Analytics is very sophisticated and popular free analytics applications available today. Adobe Omniture is a fees based enterprise analytics application.

Web Branding exercise is a complete waste of time, money and energy without effective web analytics process in place.

Website optimization
Website optimization is all about continuous enhancement in the website for better visitors’ experience and higher conversion. It is a technology assisted process to test different versions of a web page and their impact on visitors’ psyche. In addition, optimization also takes care of the website's technical efficiency like loading time, bandwidth usage, load on server etc.

While website analytics throws insight into what needs to be corrected on the website, website optimization helps you test different combination of web elements to decide which of them work the best.

Let us know what you are thinking of the article. You feedback is important for us. Moreover, we will  continuously update contents in this five parts series based on the inputs we receive from the readers - so keep visiting for new things (which will be marked appropriately to save your valuable time). 

What are the different types of cost for having a professional quality business website?

Many people keep asking us about an exhaustive list of different types of cost that are associated with having and running a business website successfully. Here is the answer in tabular format which would be equally helpful to everyone - new as well as veteran. Speaking technically, we are discussing cost implications of Web Branding exercise. (I am preparing an exhaustive blog on Web Branding which I am planning to publish in a week of so. Stay tuned.)

Here is a graph showing approximate proportion of different types of cost. This is what is true for a typical web branding exercise and can vary significantly in special cases. For example, % breakup for an established brand/business will be quite different than a new concept based business.

Task	Description	Approximate range	Important considerations
Domain name	The address a visitor types in his browser to reach your website e.g. www.yourcompany.com	Rs 300-Rs 500 per annum	Cost depends on domain registrar and type of domain booked. For example .com cost around Rs. 500 p.a. while .co may cost Rs. 1500 p.a.
Hosting and mail IDs	To store files of your website on a web server and to have mail IDs like you@yourcompany.com	Highly subjective as cost depends on many parameters	Server reliability and security, storage space, monthly data transfer, server side scripting and database supported, number of email accounts, mail storage space, integration of email with mobile phones etc
Design and development	Website design and web apps development as per your requirements	Highly subjective though around Rs. 15000-20000 for a 10-15 pages professional quality website can be considered reasonable	Quality of the website, process of design and development, features, tools and technologies used are the key factors
Promotion	Making the website popular on Internet and to attract more qualified visitors	Costly exercise which depends on many parameters	Type of product, media selection (free or paid), budget allocation, strategic or tactical approach, innovation infused etc
Website performance measurement	How your website is performing against the set goals	Cost is subjective though Rs. 3000-4000 per month for a 25 pages website can be considered reasonable	The most important factor is whether the website is created with clear goal oriented link structure at the first place
Website optimization	Updating the website from technical and psychological point goal view for maximize goal attainment	Cost is subjective though Rs. 4000-6000 per month for a 25 pages website can be considered reasonable	Again, goal oriented link structure and flexible design are a must

If you have any specific queries regarding the cost of Web Branding exercise and how to minimize them, feel free to write to me on biz@wrofit.com.

Honestly, market for web related development and online marketing in Gujarat (or for that matter India) is very different from rest of the world where people have started making smarter choices for online media. Gujarat is still conservative about promoting businesses online though we are sure, when provided with correct information and transparent cost-benefit analysis, things will change for better.

Do post how you find this information. Your comments help us work extra hour daily evening to bring you some valuable information via blogs. Thanks.

Our experience with Google AdWords Rs. 1500 free ad credit promotional offer

For sometimes now Google is offering free ad credit worth Rs. 1500 to each new AdWords customer in India. The move is obviously to pick up otherwise slump AdWords sales in India.

Here are some observations about the execution of the offer and where it failed to work as expected.

Google has outsourced the execution of the promotional offer to a company called VCustomer. Google could have better put a line on the offer page (http://goo.gl/pE6f ) declaring this alliance to make customers comfortable and confident while answering a call from a stranger - VCustomer executive (which you can identify only when you request a mail from his official ID. Otherwise he identifies himself as an executive on behalf of Google).

Executive from VCustomer offers you help to setup the AdWords account which you easily agree to. Once created and logged in, the executive asks your Customer-ID to generate necessary permission messages to share your account with him. Once you give the permission, he can manage your account. Obviously the motive of the sharing was to assist a customer who is new to AdWords. But what if you already know AdWords inside out and does not need assistance of any kind. Then you CANNOT have Rs. 1500 free ad credit (this is what VCustomer executive told me). Surprising, isn't it? 

(being a veteran in AdWords and other Google products and technologies, I denied such sharing. More than ten days have passed and I am still waiting for some action from Google or VCustomer. I have written to Google about the same via a link provided inside AdWords and waiting for the reply)

Someone who worked with AdWords may argue what is the problem with sharing. You can always delete the sharing with other people/accounts from the control panel. Agree, but nowhere it is written that the sharing with VCustomer is like other normal sharing that can be deleted whenever I wish. Moreover Google is instructing that we have to make an agreement with VCusomer on this. Now what this agreement is all about?

As I see it, the only parameter which is important for Google is to ensure that the business claiming the free credit is a new AdWords customer and not an existing one. This can be verified very easily just by checking the domain with which the free credit is proposed to be used. That's all. Why this tiring long phone calls, following up of instructions and above all compulsion of sharing the account for Rs. 1500 free ad credit.

Promotion is promotion and it should come without any strings attached especially when it is coming from Google - at least I expect it in that way!! May be because I have always been a great admirer of Google for being specific and clear about everything they write or instruct - whether it T&C or technology tutorials. No question need be asked. 

But this time it is different. And in my opinion, this difference is creating a lot of confusion for otherwise an excellent promotional scheme. After all people have been ready to give a shot to AdWords and allocate some of their marketing budget to the powerful tool called search marketing. If the confusion continues, everyone involved will be in a lose-lose situation - service providers like us, Google and the customers.

Please share your views. It motivates us writing more useful stuff.