Does your website know it’s 2016?

Published: 25/05/2016

If there’s one thing you can be certain of, it’s that the digital landscape doesn’t stay the same for long. Digital trends are constantly shifting, changing the online landscape for businesses globally. Are you on top of the latest online opportunities for Kiwi businesses?

We’ve put together a selection of trends that local businesses in New Zealand should be all over like Marmite on toast!


Smartphone devices continue to revolutionise New Zealand’s access to technology and the internet. As of 2015, 70% of the nation now own or have access to a smartphone device. That’s a staggering increase from 2013 (48%).

How does that impact your business? With smartphone devices emerging as the country's most popular choice in technology, businesses will find that mobile traffic to their website will continue to rise. To ensure you’re generating the most sales or leads out of your website across the mobile platform, consider the following questions:

  • Is my website mobile friendly? Here’s a tool to help find out if you’re not sure. This is a critical factor in making the most of mobile opportunities, if your website isn’t setup to present well across mobile you risk losing potential customers.
  • Is my website converting sales from mobile? Have you considered whether you are receiving leads or sales through mobile visitors? If not, your website may be not be as optimised for conversion as it should be. If you’re not sure about this one, you should be working with your digital agency to analyse your website performance.
  • Are my customers more likely to be using smartphones to access my website? Some industries are more more likely to receive mobile traffic than others. Do you know enough about your target market to answer this question?

Have you considered whether you are receiving leads or sales through mobile visitors? 


This is a trend that has been growing in importance for years - it’s now at the point that if your business isn’t creating quality and targeted content, then chances are you're missing out on reaching your potential customer base online.

The relationship with your online audience revolves around one key word - trust. Users will flock to businesses who have a trusted reputation and are positioned as an authoritative voice in their particular industry. What better way to be that trusted business then with regularly creating highly quality content for your website?

Regular quality content is the best way to super-charge your sales growth through your website. Not only will it build trust with your audience, it will increase your visibility in Google search as your pages will be discoverable by customers as they search for related topics online.

Notice some recurring terms...

  • Regular content - creating content frequently is key to driving sales online. Studies have shown a correlation between the number of web pages indexed and the number of leads your business can receive.
  • Quality content - gone are the days of posting spammy, pointless content. You need to focus on high quality content around topics that will grow your authority and reputation in your industry.

One of the biggest challenges many local businesses have with their website is creating fresh content to post on a regular basis. If you’re in this boat and could do with some assistance, we can help - just give us a call.

Regular quality content is the best way to super-charge your sales growth through your website.


Nobody likes cold calling. You don’t and the customer sure doesn’t. Imagine picking up the phone to call a potential customer that’s actually engaged and receptive to your offering. That’s an example of what marketing automation can do for you. It’s a tactic that allows companies to nurture prospects using highly personalised, valuable content that helps convert these prospects into leads, and turn those leads into customers.

It can take a lot of time to learn about and build up a picture about your customers, and as your business grows with more and more leads being generated you soon run out of time to gather these deep insights and the quality of your service begins to suffer.

Marketing automation uses digital tools to analyse and act on data that is collected about your potential customers at scale. By creating smart workflows, you can be very specific to who you market your products and services too, making sure your content is reaching exactly the right people and nurturing these potential customers through the buyer journey through to sale.

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This is an interesting trend that is looking to make big changes to how a website is traditionally built and measured. It’s new to the market, but is built on some common sense ideas that we can all relate to:

  • Websites are a huge investment for businesses, and they need to be optimised to grow their online sales or leads.
  • At the beginning of a website redevelopment, it can be hard to capture every single requirement and customer need, AND build the website within your allocated budget.
  • Full website builds can take a long time.
  • Once your new website is live, there is little budget allocated for updates - because it was supposed to have captured all requirements up-front, right?

Growth-driven design (GDD) takes an ‘agile, on-time and on-budget’ approach to building your website:

  • Yes, your website is still a huge investment, which is why GDD takes a much smarter approach to website design.
  • Capture the fewest requirements that will make the most impact to your business, build and launch with these, then make data-driven decisions for improvements.
  • Launch your new website quickly, and then make ongoing improvements.
  • The money you save focusing on core features only will allow you to make informed ongoing improvements based on customer insights and user behaviour.

This is one to watch out for, it is set to shift how businesses see websites from large, one-off investments every 2-3 years to ongoing projects with incremental improvements for increased business growth.

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