HOW TO PROPERLY BROADCAST YOUR VIRTUAL VISIT ON YOUR WEBSITE?
Taking a virtual tour of your establishment is an investment, and like any investment, it must be able to provide you with added value in return.But for that you have to know how to use your virtual tour well, because it is above all a marketing tool and like any tool, if you don't use it, it won't be very useful to you. So how can you properly use your virtual tour on your website?
We will assume that your virtual tour has been well conducted and highlights your establishment. If possible, it is enriched (see our interface pages and multimedia tooltips) and provides essential information to your visitors and future customers.
So, how can you take advantage of it so that it brings you new qualified clients that increase your turnover and the notoriety of your establishment?
Also: The complete guide to A/B testing: steps and best practices
What are the right questions to ask? How to choose your priorities?
Your website is the first and foremost place your virtual tour should appear. But the question arises: where on your site should you integrate the virtual tour?
On the first page and above the fold, the visit will be unmissable (above or at the level of an imaginary median horizontal line that divides your screen into two equal parts: here is an example). But if you create a dedicated page that sits deep within your site, you're unlikely to get much traffic.
This is a choice that obviously depends on your strategic priorities and the structure of your website.
However, you must understand that your virtual tour (if it has been carried out by a good professional) will capture the attention of your visitors for much longer than the rest of the website in which it is integrated. You must consider this time as a commitment to your offer, a commitment that will lead your visitors to act, because the virtual tour must be an instrument of conversion for you. That is why it is important to be able to measure this attention span through statistics such as Google Analytics.
My advice is to make sure that Nadie can access your web site without having to access it virtually. This menu requires modification of your web site and it is likely that your webmaster will react to this idea. As the virtual tour is rarely a suggestion or idea from your webmaster to improve your website and he did not take part in its creation, he often considers it as an intrusion into the website he created for vosotras.
One of our specificities is that we support our clients in the operation of their virtual tours. Very often, to do this we have to negotiate and convince webmasters to modify the site. That said, sometimes our clients give us administrator access which allows us to make these modifications ourselves, which obviously makes things a lot easier.
How to choose the best option to integrate your virtual tour?
If several solutions can be considered, the ideal way to decide between them is to perform an A/B test or AB testing (we create two versions of a web page that are displayed 50/50 and compare the statistics over the time of the test to determine the winning version). This is not very difficult to achieve, but webmasters rarely offer it. The advantage of this approach is that it allows a decision to be made based on the actions of the visitors rather than the biases of the people involved, such as the site owner, webmaster, and virtual tour director.
We also recommend this approach for any significant modifications to your web pages. Of course, for this type of test to be conclusive, there must be enough traffic on the tested pages for a trend to emerge.
In our experience, every time such a test was carried out with our creations, the version with the most visible virtual tour (with a large screen and located at the top of the page) obtained better results (on average, time of permanence on the page). .
The Go Naddra website provides total immersion in your establishment
Instead of integrating the visit into a website we do the opposite, the enriched virtual tour becomes an interactive experience where we will find all the information usually present on a website, but in a contextualized way in the environment of the establishment. In terms of UX (user experience), the approach is very different from that of a traditional website, but the information is very accessible and easily understandable, even for illiterate people. Statistics show that these Go Naddra websites attract three to six times more attention than a traditional site.
On this type of Go Naddra website we achieve an average stay of between 3 and 6 minutes on average on the page depending on the establishment. This is at least three times more than what we see in traditional so-called "showcase" sites.
How to design a site for your virtual tour?
Your virtual tour may be more important than your website. Everyone has a website these days, but the virtual tour is much rarer and often provides more value than a showcase website. In this case, the site must be a setting in which your visit stands out. Therefore, designing a website around your virtual tour may make sense (although the opposite is often proposed).
In this case, we recommend that you choose a CMS platform like WordPress and choose a theme that uses the full width of your visitors' screen. Another solution is to use a WordPress plugin (an additional feature) that displays content without being in the margins of your page. This is, for example, what we did for the website you are reading this article on, on our home , presentation and real estate pages . We use the “slider revolution” plugin which uses all the available width and height to display slides (slide scene) in which we have integrated the virtual tour iframes.
In case you don't have a website or need to replace it (because it is outdated) and your virtual tour is not enriched (a Google Street View Pro tour ), we also have a turnkey website solution, which is still easy to use and stand out. your virtual tour. If you're interested.
How to do the integration technically?
If you're wondering how to achieve this integration, I recommend reading our virtual tour integration tutorial .
How do you know if your virtual tour is working well on your website?
We offer comprehensive analytical statistics for our rich virtual tours that allow us to understand in detail how visitors use them.
With non-rich visits like Google Street View Pro , Google does not allow us to have detailed statistics. For this reason, in this case, only the statistical analysis of the page displayed by the iframe allows us to know the attention span of its visitors (in particular, observing the average time spent on this page).
In all cases, we advise you to ask any new customer what prompts them to come to your establishment. This is a crucial (and often forgotten) question in your relationship with your clients and has many advantages.
Why ask your new clients questions?
- Identify your most effective marketing tools
- Show interest in your client and their needs.
- Allow your customer to serve you and express themselves
- Improve your relationship with him
- Help them discover what they can recommend to you while promoting themselves using your virtual tour.
- Demonstrate professionalism
Some customers will come because they found that they liked the virtual tour of your establishment and demonstrated that your offer meets their expectations. But for other people who have not yet seen your virtual tour, it is important that they leave your establishment knowing that you have this virtualization, that it is easy to access and that they can show it to their loved ones and share their experience with your establishment. .
That's why we recommend placing signs in your establishment that clearly indicate that you have an easily accessible virtual version (often by using a QR code or a simple URL).
It is even possible to organize marketing games using your virtual tour with small rewards. For example, if you have a restaurant you can put a message on your menu card such as: look for “a detail in your virtual tour” and show it to the waiter and we will offer you a coffee, with a QR code that leads to your virtual menu. visit.
A future article on the use of QR codes is being prepared with this in mind.
The most important thing about your virtual tour is what you are going to do with it...
Many times you are alone and not always adequately accompanied, although it is a vital point for your virtual visit to attract new clients.
It is also a powerful natural referral lever that can help you rank your website better on Google.
Please feel free to contact us if you need help with this. Even if you haven't called us to create your virtual tour, we can certainly help you get it up and running.
And don't forget that your virtual tour does not have the same role for you as it does for your clients and that above all it should be directed at them. It's a marketing tool, and marketing is about presenting the customer's point of view.
The customer wants to be sure that they will not travel in vain or be disappointed by an offer. They want to be able to gather information about your establishment freely and form an opinion without being influenced by overly attractive advertisements. Know where you are going and don't waste time finding what you are looking for. Rest assured of their professionalism and that you will feel comfortable in their establishment.
And your virtual visit meets all the expectations of your customers, who choose to go to your establishment rather than those of your competition.