how to build an efficient website

HOW TO

BUILD AN EFFICIENT WEBSITE

By

You will see how simple and easy it is.

You have to be simple and help the user to do what you want.

Millions of people

search the web

everyday.

Weekly hours spent on media

Source: EIAA Mediascope Europe / Media consumption study 2008

Online i

n EU

You can have great results for your business using the internet.

But this will require you to do it well. If you do it correctly, the rewards will be

surprisingly.

You need to define the idea of what you plan to accomplish by creating your

website.

Remember this: Your purpose largely determines the look and feel of your

website, as well as how you will promote it.

You want to make your site show up in the search engines, preferably on page

one and at the same time you want your site to be aimed by your visitors, you

want they stay on it for as long as possible and accomplish your goal.

Let’s get started…

Define the purpose of building your website and online presence.

Once you define it, you can start…

Purpose Structure Functionalities Usability Design Content Accessibility Search Engine Optimization Google Analytics

Take

care

of..

Purpose

Take

care

of..

-Be sure that your website is serving your purpose.

-Don’t create a presentation website if you want to sell online. Make an

ecommerce one.

Structure

Take

care

of..

-Make the structure of the website before you start to design it: layout

planning-wireframe.

-You should know exactly what your website will contains.

-With the structure already done, the designer will know what should

be revealed.

-In the structure you’ll define the categories and the designer will know

exactly how to design the whole website.

Functionalities

Take

care

of..

-Features of a property website. Examples:

-Calls2action-registration and latest deals

-Search results from property database

-Search button on every page

-Log-in

-Newsletter form

Usability

Take

care

of..

-What your site does for the user and for your business

-How intuitive is for the user to use the website for serving his purpose?-Are they satisfied by the process?-How easy he can learn to use the frontend that he never saw it in the

past for accomplish the basics needs?-How easy he can finish the required activities on the website?-How many errors he’s doing?-How friendly is to use the design?

Usabilit

y

We measure the usability by the conversion rate: how many visitors are converted into clients.

Average conversion rate: 2% For website with good usability: 16%

Usabilit

y

Don’t make your visitors think, make them DO!

• Call2Action

• Colors

• Text

• User friendly navigation

• Check the links errors

• Different browsers compatibility and different resolutions

Usabilit

y

Usabilit

y-des

ign

Even if it’s hard, we will help you!

Usabilit

y-tex

t

You’ll go up, just if we let you!

Usabilit

y-tex

t

Define what users should do on your website and involve them.

Usabilit

y-call

2action

Positioning /Colours /Dimension

Usabilit

y-call

2action

Usabilit

y-call

2action

Usabilit

y-call

2action

1. Simple and intuitive

2. Maximum 2 clicks to each page

3. Don’t make them guess where you send them

Usabilit

y-nav

igation

Design

Take

care

of..

-First impression counts a lot.

-Design it depending on:

-Who is your audience?

-What are their demographics?

-How will they use the website?

-What technology to they have?

Content

Take

care

of..

-What your site says to the user-Talk on their language.

-Drive them where you want.

-Use call2action.

-And search engines-Write it in order to help you for search engine optimization

Accessibility

Take

care

of..

-Risk of excluding large audience: 14% of the population registered

disabled

-Accessible sites work better in less popular browsers/platforms/sizes

-Accessible websites are more search engine friendly

Search Engine Optimization

Take

care

of..

-How is the design, functionality & content influence visibility in the

search engines:

-Design

-Functionality

-Content

Search Engine Optimization

Take

care

of..

-Design-Images can’t be indexed

-Certain technologies such as Flash, Frames and Java Script can’t be indexed

-Design can limit the space for optimized text, or too much text can spoil the

design

Search Engine Optimization

Take

care

of..

-Functionality

-Certain database functionality such as dynamic url-s, ecommerce sites

and some content management systems can’t be indexed

Search Engine Optimization

Take

care

of..

-Content-Amount, structure and keyphrases with the content (on-page factors) all have significant

influence on positions achieved for keyphrases used by searcher

-Content consists of the visible content (ie elements seen by the user) and the content in

the code and tags (meta-data) both are important for search engine optimization

-Search engine optimization is the process that improve its rankings in search engines for

the keyphrases used by customers.

Google Analytics

Take

care

of..

-Get free matrix from Google

34

Analytics

It offers information about the users behavior on your website, including what’s their impression about it, what they’ve done on it and if they served your

purpose.

<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-xxxxxxx-x");pageTracker._trackPageview();} catch(err) {}</script>

Unique ID

We integrate a JavaScript cod on each page we want to monitor:

Analytics

Visitors

Traffic sources

Content

Analytics

GoalsEcommerce

Comparing with past period

Analytics

Analytics

Analytics

Analytics

Analytics

Analytics

Analytics

ecommerceAnaly

tics

ecommerceAnaly

tics

Most people have the wrong image of themselves (and their website)

47

Who should decide?

Creation

Director

IT

Webmaster

Design

MarketingThe users of the website!

-How we can we know we will do it right for serving our purpose?

-Very simple! Use Google Website Optimizer.

WEBSITE OPTIMIZER

50

Web

site O

ptimizer

Test it and keep the right version!

51

Is our site performing now?

Find out using Google Analytics tool!

We hope you enjoyed our presentation!

Oana ChivaGeneral Manager E-mail: oana.chiva@digitalgarden.ro

contact@