how to use your website to get customers

Presented by: Jereme Wong, COO, clickTRUE

Is Your Website Just An Online Brochure?

1

x

What Do We Do?

Think. Design. Build. Measure. Test.

• We are an online consulting firm, that help brand owners Strategize, Design and Build captivating experiences for the Web.

• Specialising in Search and Social strategies, we boost up your website visibility to attract relevant visitors. By delivering a compelling onsite experience, we convert these visitors into your customers.

3

“Get Your Customers Online!”

Clientele

3

Technology & Communications

Education

Finance Travel AutomobileGovernment Pharma & Industrial

Fashion &

Beauty

Our Services

4

Visitors $Customers$

5

6

7

clickTRUE Confidential and Proprietary

Why Do Websites Fail?

8

clickTRUE Confidential and Proprietary 9

Soekarno-Hatta International Airport (CGK)

10

Changi International Airport

11

World’s Best Airport

Award Winning Airport

12

7th Busiest Airport in the

World

37.2M Passenger

Load

What Makes a Good Airport?

13

Design Retail

AmenitiesWaiting TimeSignage

14

x

15

Which Site Will You Use?

16

Which Site Will You Use?

17

What Makes a Winning Website?

18

Site Load Time

Website Visibility

Design

Ease of Navigation

Site Features

Conversions

The Similarities?

19

Design

Ease of Navigation Site Loading Time Site Features

Conversions

20

21

22

23

Typical FAQs from new customers:•What occasions do you have cakes for?

•Will my cakes still be fresh on delivery?

•Do you deliver next day?

•Do you do custom messages on cakes?

•What are your shipping options?

•Are your prices competitive?

clickTRUE Confidential and Proprietary

Where Do I Start?4 Great Tips To Get You Started

24

#1 Identify Your Business Goals For Website

25

x

E.g. Our Website Needs to Meet The Following Business Goals:

• Cut down on telephone calls answering basic customer questions by 60% by publishing better quality information online

• Explain our unique selling proposition that is clearly superior that our competitors

• Reach out to regional audience rather than just locally

• Explain to prospective customers how we have helped existing clients quickly and easily

• Grow a relationship with a prospecting lead

#2 Include Measurable Conversion Points

26

#3 Less Is More

27

Customize your message to the audience and stick to bullet points!

#4 Keep The Most Relevant Info Above The Fold

28

clickTRUE Confidential and Proprietary

SPH MAGAZINESCase Study

29

www.sphmagazines.com.sg

Pre-Revamped Website

30

Listing Down The Business Goals

• To update advertisers on the latest news/events/products

• To start a B2B relationship with the advertisers/agencies

• Generate sales leads

• To have some form of social media presence

• To brand SPHM as a leading publisher beyond just print

31

32

Revamped Website

33

Twitter feed

Blog feed

Other Social Networks

Segmenting Advertisers &

Readers

Home Page

Rotating tab with the most relevant information above

the fold

34

Using In Page Analytics To Validate Design

35

Adapting Content For The B2C Audience

36

Usability And Conversion-Focused1

2

3

Particulars from

prospecting

advertiser

will be captured.

37

Designed for Conversions

• Carefully placed conversion buttons beside each of the relevant section

• Upon clicking, a form will be presented to capture customer data

38

User Engagement & Conversions

User Engagement Metrics Improve Greatly!

39

SimplyHer Magazine Subscription Campaign

Background:SimplyHer was running a magazine subscription drive campaign, offering subscribers a 12 or 24 months online sign-up option.

There were several traffic channels (SEM, EDM, Referral Sites) providing constant stream of visitors to the landing page. However, conversions was slow.

Optimising For Conversions

Landing Page For Subscription Promo

40

41

Problem:

1.Landing page did not offer a further glimpse into the content offered in the magazines

2.Both the 12/24 options were placed side-by-side, not emphasizing any preferred option.

3.The CTA “Subscribe Now” button is placed at the bottom, and the colour of the button is not striking at first look.

Screenshot of Landing Page before our inputs

Optimising For Conversions

42

Solutions:

1.Offer a preview of the latest 3 issues’ headlines as pop-up with mouse-over

2.Prioritise the 24 issues option over the 12 issues option and price savings are given emphasis

3.The CTA button placed above the fold, and next to options

Pop-up upon mouse rollover to reveal more details of content

Our Proposal For LPO

Conversions increased by 270%!!

Conclusion

43

“Get Your Customers Online!”

• We helped the client achieve ALL their business goals with the revamped of their website.

• Using a customer-centric focus, users find the site much more relevant and easy to navigate, hence increasing engagement metrics.

• Always measure to validate the objectives.

clickTRUE Confidential and Proprietary44

Questions?THANK YOU!

@clickTRUE @jeremewong