3point7designs.com
Effective Web StrategyGetting better results out of your website
3point7designs.com
Quick SurveyAbout the state of your companies website
3point7designs.com
1.Obtaining TrafficWEB STRATEGY: STEP 1
Turning Browsers into Users
3point7designs.com
2. ConvertingWEB STRATEGY: STEP 2
Turning Users into Customers
3point7designs.com
Satisfy & RetainWEB STRATEGY: STEP 3
Turning Customers into Clients
3point7designs.com
Monitor & ImproveWEB STRATEGY: STEP 4
Increase traffic, conversions and customers
3point7designs.com
OUR FOCUS TODAY
Converting Users
Browsers
Clients
Users
Customers
3point7designs.com
A Common Approach to Website Planning...
(and how it needs to be improved)
3point7designs.com
“Let’s redesign our website, what should be on it?”
CHIEF MARKETING OFFICER
3point7designs.com
“Lets put up employee bios!”
THE WEBSITE COMITY
3point7designs.com
“Lets put up job opportunities”
HUMAN RESOURCES
3point7designs.com
“I want to talk about the
company history”
CHIEF MARKETING OFFICER
3point7designs.com
“My son uses facebook, lets include that!”
3point7designs.com
“My son likes Scoobie Doo and
he uses the internet all day”
3point7designs.com
“Why don’t we add movies!”
THE WEBSITE COMITY
3point7designs.com
“Marketing wants to gather lots of data, make the forms long!”
3point7designs.com
“Let’s have some sweet animation and
lots of fire!”
3point7designs.com
Empathy Understanding
PROBLEM NUMBER 1
NO
3point7designs.com
NO THOUGHT FOR:PROBLEM NUMBER 2
The Decision Making ProcessPersuasion Psychology
3point7designs.com
Know your UsersStep 1
GoalsAmbitionsTasksMotivatorsPersonality Types
3point7designs.com
Create PersonasA �thumbnail� description of a type of person. Although they will reference demographics, their most important aspect is that they focus on the goals of site users.
They will also go beyond this to define the psychographics of web users such as their motivations in visiting a website and even their personal aspirations.
“
”
DO RESEARCH THEN
3point7designs.com
Everything you think you know about the user is probably wrong
“
”
3point7designs.com
The users aren’t who you think they are.
“”
3point7designs.com
They do things differently than you think
“”
3point7designs.com
They have different reasons for need your product than you think
“
”
3point7designs.com
tasks are they trying WHAT
TO ACCOMPLISH?
3point7designs.com
Know How We Make Decisions
Step 2
Attention / InterestDesire / Action /Satisfy
3point7designs.com
People have to know about your site to get
to your site
3point7designs.com
THE STAGES OF DESIRE
ResearchCompare
Get DetailsCustomize
3point7designs.com
E-COMMERCEChanging the words “Register” to “Continue”
caused an increase of $300,000,000
3point7designs.com
EVERY PAGE NEEDSA Focus / PurposeA Call to Action
3point7designs.com
Focus Your SiteStep 3
Simple, Clear & Easy
3point7designs.com
Use PersuasionStep 4
Use Psychology to be Compelling
3point7designs.com
“Majority of the guests staying in this room chose to reuse their towels”
33% INCREASE IN REUSED TOWELSOVER A GENERIC “PLEASE REUSE”
3point7designs.com
Fear of LossIS MORE COMPELLING THAN GAIN
3point7designs.com
Learn more from the following books:BuyologyNeuro Web DesignCall to Action
InfluenceLanding Page Optimization