business show may 17

Digital Best Practises for Marketers

Raja SaggiHead of B2B Marketing, Google

Agenda

•Do One Thing Really Really Well

•Focus on the User and All Else Will Follow

•Build for Mobile

Doing One Thing - Positioning*For [target customers]

Who Have [compelling reason to buy or use]

Our Product is a [new category]

That Provides [key benefit (which solves problem)]

Unlike [Competitor] [key differentiator]

*From Geoffrey Moore - ‘Crossing the Chasm’

Olio - Food sharing app For Shops/Homeowners

Who Hate to see food wasted/Want free food

Our Product is a Food Sharing App

That Provides Environmental benefit/Saves money/Connects People

Unlike Throwing food away/Visiting food bank

My Pie Food Truck - Epic Pies!!For Londoners (8+ Million of them!)

Who Have ‘penchant for pies/buy local’

Our Product is a Pie Truck

That Provides Award winning, Fresh pies with spirit

Unlike Day old stuff you get elsewhere

What do you do really, really well?

Agenda



•Build for Mobile

Confidential + Proprietary

Focus on the User - Optimize your Site

ATTENTION INFLUENCE ACTIONQUICKLY BUILD TRUST AND DRIVE

INTERESTIMMEDIATELY UNDERSTAND THE

PURPOSESIMPLIFY ACTIONS

FLOW

Page Layout

Visual Design

Focus

Simplicity

Value Proposition

Page Messaging

Social Proof

Build Trust

Flow

CTAs

Hold Their Hand

Reinforce Value

Personas*

*Xtensio - Free Persona creator

Confidential + ProprietaryConfidential + Proprietary

Attention


Page Layout

3 visible elements without scrolling:

● Value Proposition

● Call to Action

● Visual


Simplicity - 3 Second Test

● Less choice is better

● People don’t read, they skim

● Make desired actions as basic as possible


Visual Design

Use the color wheel to discover contrasting colors that stand out

Subtle visual cues can be a powerful focusing tool

Use contrasting colors from the page’s background to draw attention

Use icon labels instead of leaving them open to interpretation

Use imagery to focus a visitor’s eye


Influence


Proprietary + Confidential

theaa.com

A good value proposition - What you help your customers do really, really well

● Add value/resolve anxiety from the start

● Not a slogan nor a positioning statement

● Specific, customer-oriented, with a clear benefit and answer to the question “Why you?”

carbonite.com


Social Proof:● Testimonials, ratings, etc.

Build Trust:● Refrain from “gimmicks”● Third party endorsements● Straightforward privacy

policy● Avoid pop-ups


Action


Easy to use● Less is More: few fields = more

conversions. Get rid of all optional fields ● Keep the form linear: ex: first name, last

name etc● Be specific with your button’s text: instead

of ‘continue’ use ‘Continue to checkout’● Display validation errors in close proximity

to the input field (not at the top)● Display validation checks against each

field: this gives confidence to the user that he is heading into the right direction

Agenda



•Build for Mobile

Proprietary + Confidential

40%abandon if a

site takes >3 secto load

47%expect a page

to load in <2 sec

52%say fast load time

is important to brand loyalty

1: Speed is of the essence

Proprietary + ConfidentialSource: SOASTA Case study (September 1st, 2015)

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

1.7

1.6

1.4

1.2

1.0

0.8

0.6

0.4

0.2

0.01.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9

Load time (seconds)

Conv

ersi

on ra

te (%

)

Sess

ions

Sessions Conversion rate (%)

1.9% conversion rate

1.5% conversion rate

Mobile pages that load 1s faster see up to 27% increase in Conversion Rate


How does your site stack up? Test my Site

MOBILE FRIENDLINESS

99/100GOOD

MOBILE SPEED

42/100POOR

DESKTOP SPEED

54/100FAIR

Proprietary + ConfidentialMobile site design

Ensure Site Search is present on every page

Clear Calls to Action Keep form fields to the absolute minimum

Homepage navigation should be clear and mobile-friendly

Menus Short and Sweet

Getting started tips:

Constantly analyze and optimize your mobile site

HOMEPAGE & NAVIGATION

✓ Key actions are clearly visible and not hidden within carousels✓ Site search is present and not hidden behind an icon

What Etsy does well:

ON-SITE SEARCH

✓ Search is visible on all pages, not hidden behind an icon✓ It offers spell-correct and auto-complete to help get the best results

What Premier Inn does well:

PRODUCT PAGES

✓ Most important info is clear and easy to scan or compare✓ Persistent CTA✓ When inventory is not available it is clearly marked ‘out of stock’

What the AA does well:

REGISTRATION & CONVERSION

✓ Conversion process is clear and straightforward✓ Selling points and purchase details are reinforced to drive completion✓ There is a choice to convert as a ‘guest’

What Hotels.com does well:

What eBay does well:

MULTI-DEVICE & MULTI-CHANNEL

✓ Items can be added to wishlist easily✓ Users can easily log into or create an account from any page of the site

MOBILE DESIGN

✓ Field labels and form fields are visible at the same time✓ The appropriate keyboard is provided for data input, i.e. number pad for dates✓ Icons have text descriptions accompanying them, i.e. MENU

What the Co-Operative Bank does well:

Confidential + Proprietary 35


Google Partner Agencies - Partners.google.com

36


Mobile & landing page tools & resources

25 Design Principles: Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions.https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html

Mobile Friendly Test:

This test will analyze a URL and report if the page has a mobile-friendly design. https://www.google.com/webmasters/tools/mobile-friendly/

Test My Site: Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices. https://testmysite.thinkwithgoogle.com/

business show may 17

Internet