Practical Roadmap toHigh PerformanceWebsites
Razvan Neagu
MARKET
BUILD
CREATE
PLAN
ANALYZE
Failing to plan is planning to fail.
Alan Lakein
Practical Roadmap to High Performance Websites – ISV Con 2013 2
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 3
1Strategy
2Scope
3Structure
4Skeleton
5Surface
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 4
1Strategy
2Scope
3Structure
4Skeleton
5Surface
Practical Roadmap to High Performance Websites – ISV Con 2013 5
PLAN 1. Strategy
• Identify existing conditions• Define data-driven goals• Define brand & unique value proposition• Define buyer persona• Identify top competitive keywords• Analyze competition• Inventory your assets (most… pages)• Resources (team, roles, budget, timeline)• Getting it up *and* ongoing production
Practical Roadmap to High Performance Websites – ISV Con 2013 6
PLAN 1. Strategy: Buying Flow
Lead
ATTRACT NURTURE CLOSE DELIGHT
Customer AdvocateVisitorStranger
Content about prospect’s interests
Match prospect need with company
interest
The right offer at the right
time
Drive satisfaction and brand advocacy
1 2 3 4
Practical Roadmap to High Performance Websites – ISV Con 2013 7
PLAN 1. Strategy: Personas
PAIN POINTS
MESSAGES
TOPICS & CONTENT PIECES
FEATURES & BENEFITS
NAME
AGE
JOB
EXPERIENCE
INTERESTS
M/F
GOALS & ASPIRATIONS
Practical Roadmap to High Performance Websites – ISV Con 2013 8
PLAN 1. Strategy: Priority Pyramid
CONTENT
USABILITY
SEO
SOCIAL
PPC
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 9
1Strategy
2Scope
3Structure
4Skeleton
5Surface
PLAN 2. Scope
Practical Roadmap to High Performance Websites – ISV Con 2013 10
• CMS• Forms (contact, quote)• Newsletter subscription• Ecommerce, donations• Blog, comments, reviews• Ads• Photo albums• Member only area• Paid membership• …more…
• Download center• Events calendar• Polls• Discussion forum • Video• Social media integration• Multi-lingual• Helpdesk• Knowledge base• …more…
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 11
1Strategy
2Scope
3Structure
4Skeleton
5Surface
PLAN 3. Structure: Sitemap
Practical Roadmap to High Performance Websites – ISV Con 2013 12
NESTED LIST•Identify all pages•Identify page title•Identify parent•Identify menusTIPS•Allow sub-pages•Color code, icons
DRIVERS•Personas•Tasks•Keywords
APPROACH•Top-down•Flatter hierarchy
PLAN 3. Structure: Persona Driven
Practical Roadmap to High Performance Websites – ISV Con 2013 13
Stranger
Visitor
Lead
Customer
Buying Stage
Advocate
Issues&
Topics
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 14
1Strategy
2Scope
3Structure
4Skeleton
5Surface
PLAN 4. Skeleton: Page Structure
Practical Roadmap to High Performance Websites – ISV Con 2013 15
PAGE TYPES•Home•Content•Parent•Landing•Lead generator•Conversion•… SEND
PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 16
1Strategy
2Scope
3Structure
4Skeleton
5Surface
PLAN 5. Surface: UI Library
Practical Roadmap to High Performance Websites – ISV Con 2013 17
Practical Roadmap to High Performance Websites – ISV Con 2013 18
MARKET
BUILD
CREATE
PLAN
ANALYZE
An essential aspect of creativity is not being afraid to fail.
Edwin Land
Practical Roadmap to High Performance Websites – ISV Con 2013 19
CREATE Page Template
Practical Roadmap to High Performance Websites – ISV Con 2013 20
•Title: URL, long, short•Keyword (one search keyword per page)•Purpose (page goal, editorial directive)•Description (meta, parent)•Media (images, video, etc.)•Interactive elements•Links•Guided next step
CREATE Write Copy
Practical Roadmap to High Performance Websites – ISV Con 2013 21
•Bottoms-up•Heading structure (helps user and SEO)•Keep it short (break/group in 3-5)•Promote quick scan (lists, formatting)•Start with the take-away•Goal: fast and easy comprehension•Test “cognitive throughput”1, 5, 20, 60 seconds and 5 minutes
Five Most Persuasive Words in English
Practical Roadmap to High Performance Websites – ISV Con 2013 22
CREATE Persuasive Copywriting
CREATE Layout & Design
Practical Roadmap to High Performance Websites – ISV Con 2013 23
•Prioritize goals•Guide attention
• Encapsulation• Contrast & color• Directional cues• White space
Wikipedia
Wallpaperswide.com
CREATE F-Shaped Reading Pattern
Practical Roadmap to High Performance Websites – ISV Con 2013 24
MARKET
BUILD
CREATE
PLAN
ANALYZE
Build a better mousetrap and the world will beat a path to your door.
Ralph Waldo Emerson
Practical Roadmap to High Performance Websites – ISV Con 2013 25
•CMS: WordPress.org•Webhost: WP Engine vs. Hostgator •Setup (install, tweaks, plugins, theme)•Content production•Design library (involve a designer)
•Maintenance
BUILD Tools & Services
Practical Roadmap to High Performance Websites – ISV Con 2013 26
WordPresspowers more than 17% of the web
BUILD WordPress: Plugins
Practical Roadmap to High Performance Websites – ISV Con 2013 27
FIND & EVALUATE•wordpress.org/plugins/(not from dashboard)•Stats
– Last update– Ratings distribution– Download pattern
•Support•Screenshots•Test on staging site
BUILD WordPress: Great Plugins
Practical Roadmap to High Performance Websites – ISV Con 2013 28
EXTEND• Gravity Forms• Configure SMTP• NextGen Gallery• JW Player 6 Plugin for WP• Hana Code Insert• Custom Google Search
OPTIMIZE• CMS Tree Page View• Enable Media Replace• Regenerate Thumbnails
IMPROVE•W3 Total Cache•Cleaner Gallery•Broken Link Checker•Redirection
PROTECT•BackupBuddy•All In One WP Security•Sucuri Security – SiteCheck•WordPress File Monitor Plus•Akismet
MARKET
BUILD
CREATE
PLAN
ANALYZE
Marketing is too important to be left to the marketing department.
David Packard
Practical Roadmap to High Performance Websites – ISV Con 2013 29
MARKET Trend
Practical Roadmap to High Performance Websites – ISV Con 2013 30
vs
Practical Roadmap to High Performance Websites – ISV Con 2013 31
BloggingSocial media
SEOVideo
Email blasts to approved lists
Consumer-driven, timely, content rich, solutions
based
Broadcast and print adsCold calling
TelemarketingTradeshows
Email blasts to purchased lists
vs
Market-driven, disruptive, hard sell,
product based
MARKET Traffic
Practical Roadmap to High Performance Websites – ISV Con 2013 32
Content
Influencers
Syndication
Search
Paid
• Identify• Relationship• Goal: Backlink
• Monitor• Keywords• Optimize
• Editorial calendars
• Guest blogger• Content
aggregators
• SEM• Facebook
ads• Sponsored
Tweets
MARKET Segment
Practical Roadmap to High Performance Websites – ISV Con 2013 33
• Categories• Headlines• Information• Calls to
action
• Concerns• Questions
Stranger
Visitor
Lead
Customer
Advocate
Topics
Issues Frank DevinSarah
MARKET Challenge
Practical Roadmap to High Performance Websites – ISV Con 2013 34
Content Marketing Institute 2013 B2B Small Business
Content Marketing Trends –N. America
64%54%
MARKET Top Funnel Content Ideas
Practical Roadmap to High Performance Websites – ISV Con 2013 35
SWEETSPOT Engage Your Organization
Social Listening
Buyer Interviews
SEOKeywords
SalesRequests
Personal Interests
CUSTOMERBRANDUnique
Expertise & Value
Interests&
Needs
SHIFT
• Video• RSS Feeds• News Sites• Blogs• Trade Pubs• Twitter• Journals• Infographics (visual.ly)• Competitor content
• News feeds (NY Times)• Archives (PubMed)• Google Alerts (+RSS
feed)• Google News• Crowdsourcing• Newsletters• Forums • PR Team
MARKET Content Curation Sources
Practical Roadmap to High Performance Websites – ISV Con 2013 36
MARKET Content Creation Rules
RULESOf ContentMarketing
❶Non promotional❷Relevant to reader❸Closes a gap❹Well-written❺Relevant to your brand❻Gives proof❼Converts
Practical Roadmap to High Performance Websites – ISV Con 2013 37
MARKET Micro Conversion Funnel
Practical Roadmap to High Performance Websites – ISV Con 2013 38
STRANGERS
VISITORS
LEADS
QUALIFIED LEADS
• Downloads• Newsletters• Continuity programs
• Interesting content• Syndicated content• Social media content
• Valuable downloads• Valuable services
• Promos• Demos• Other…
• Share-worthy content• Unexpected nicetiesCUSTOMERS DELIGHT
CLOSE
QUALIFY
ENGAGE
ATTRACTGETTRAFFIC
GETEMAIL
GETFORM
GETSALE
GETADVOCATE
AUTO
MAT
E
• Ebooks and whitepapers• Contests and promotions• Product Purchases• Email newsletter subscription• Free trial• Contact us• Consultation• Demonstration
Practical Roadmap to High Performance Websites – ISV Con 2013 39
MARKET Create Compelling Offers
MARKET CTA Above Fold: 5 Elements
Practical Roadmap to High Performance Websites – ISV Con 2013 40
Compelling and Descriptive HeadlineComplementary supporting sub-header
A brief statement to explain core benefits of the core product or service you offer.
• List speeds understanding• Bullet list item two• Bullet list item three
Page Fold
CTA describing what you will get
Supporting statement
More content can be used below the fold for additional supporting info.
MARKET 7 Principles of Conversion
DESIGN1. Encapsulation2. Contrast & color3. Directional cues4. White space
PSYCHOLOGY5. Urgency & scarcity6. Try before you buy7. Social proof
Practical Roadmap to High Performance Websites – ISV Con 2013 41
Hubspot
Logo
ATTENTION GRABBING HEADLINE
FEATURES & BENEFITS DETAILS
TEASER HEADLINEGOES HEREThis is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only placeholder text used as a filler.
This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…
Benefit one
This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…
Benefit three
This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…
Benefit two
This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…
Benefit four
Call us now: 1 (800) 123-4567
Copyright © Company Name
Do This Now!Describe what they getAnd why they would want it…
A
I
D
A
A AttentionI InterestD DesireA Action
MARKET
Landing PageLonger page with CTA below the fold and using AIDA.
MARKETLogo
ATTENTION GRABBING HEADLINE
Identify Major BenefitThis is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only placeholder text used as a filler.
• This is only placeholder• Text used as a filler• This is a sample item
This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…
About Us
Call us now: 1 (800) 123-4567
Copyright © Company Name
This is only placeholder text used as a filler. This is only…
This is only placeholder text used as a filler. This is only…
REQUEST A DEMO
Interested in Our Product?Describe the purpose of this form and reason to send now.
Phone:
Interest:
Disclaimer goes here. Privacy policy assurance, etc.
Name: *
Email: *
As seen in:
What Our Product Does
How Great We Are
This is only placeholder text used as a filler
Landing PageLead generator to capture and qualify visitors.
MARKET Continuous Content Strategy
Practical Roadmap to High Performance Websites – ISV Con 2013 44
Tweet
TweetTweet
Idea
BlogPost
WebsitePages White
Paper
Work-book
Webinar
Ebook
Blog Post Microsite Info-graphic
QRCode
Brochure
Blog Post
BlogPost
WebsitePages
Social Social
Social Social
SocialSocial
Social
Social
Social
Social
SocialSocial
MARKET Editorial Calendar
Website page Blog post White paper Product review Company news Email campaign Social Media Tools Sales communication Research Printed materials Video
Pers 1 Pers 2 Pers 31 Attract D1 P1 A12 Convert D2 P2 A23 Close D3 P3 A34 Delight D4 P4 A4
How For
Facebook Post
Patient OA Microsite
YouTube
Blog Post
Website Page
Support Portal
WebinarWher
e
D1, D2 Hip Bracing
MON TUE WED THU FRI SAT SUN30 31 1 2 32928
6 7 8 9 1054
13 14 15 16 171211
20 21 22 23 241918
27 28 29 30 12625
4 5 6 7 832
D1 How Brace Work
D2 OA HCPCS Code
D2 Brace Application
D2 Warranty Offer
D2 Virtual Tour
D3 Brace Promotion
P1 Have Knee Pain? D1, D2 Case Study
D2 Total Knee Study
D2 Medicare Change
D3 Request A Demo
D3 Find a Local Rep
D4 Study Download
P1 Knee Pain Causes
P1, P2 Animation
P2 Doctor Lookup
P2 Join our Forum
P3 Promo Code
P1,A1 Knee Anatomy
P1,A1 Knee Pain Poll
P1,A1 Care Options
P2,A2 Post A Photo
A3 Football Promo
A4 Win A Signed Ball
P2 Neil Tucci Profile D4 Brace Features
D1, D2 OA Bracing
P2 OA Animation
P2 About Knee Brace
P2 Testimonial
P3 Download Aid
P3 Find A Doctor
P3 Gel Pak Promo
D1 Bracing Study
D2 Neil Tucci Profile
D2 Doctor Quote
D2 Compare-Matrix
D3 Email Sign up
D3 Webinar Sign up
P1,A1 Favorite Team
P1,A1 Sprain , Strain
P2,A2Treatments
P2,A2 Cold Therapy
P3,A3 Gel Pak Promo
P2 OA Animation
D2 OA Application
P4 Photo of Month
SHOWHow: Type of media contentFor: Persona & buying stageWhere: Distribution channel
Who: Person responsibleWhat: Topic title
MARKET
BUILD
CREATE
PLAN
ANALYZE
Get the habit of analysis; it will in time enable synthesis to become your habit of mind.
Frank Lloyd Wright
Practical Roadmap to High Performance Websites – ISV Con 2013 46
Analyze Keys to ROI
Practical Roadmap to High Performance Websites – ISV Con 2013 47
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TRAFFIC SEO PPC BLG SOCL.
1. Traffic to Leads 2.Leads to Customers3. Cost per Lead 4. Cost per Customer
Contactkomotion.com/contact-us
Resourceskomotion.com
Razvan (Raz) Neagu