how to use your website to get customers
TRANSCRIPT
Presented by: Jereme Wong, COO, clickTRUE
Is Your Website Just An Online Brochure?
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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.
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“Get Your Customers Online!”
Clientele
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Technology & Communications
Education
Finance Travel AutomobileGovernment Pharma & Industrial
Fashion &
Beauty
Our Services
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Visitors $Customers$
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Why Do Websites Fail?
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Soekarno-Hatta International Airport (CGK)
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Changi International Airport
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World’s Best Airport
Award Winning Airport
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7th Busiest Airport in the
World
37.2M Passenger
Load
What Makes a Good Airport?
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Design Retail
AmenitiesWaiting TimeSignage
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Which Site Will You Use?
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Which Site Will You Use?
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What Makes a Winning Website?
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Site Load Time
Website Visibility
Design
Ease of Navigation
Site Features
Conversions
The Similarities?
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Design
Ease of Navigation Site Loading Time Site Features
Conversions
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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?
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Where Do I Start?4 Great Tips To Get You Started
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#1 Identify Your Business Goals For Website
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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
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#3 Less Is More
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Customize your message to the audience and stick to bullet points!
#4 Keep The Most Relevant Info Above The Fold
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SPH MAGAZINESCase Study
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www.sphmagazines.com.sg
Pre-Revamped Website
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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
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Revamped Website
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Twitter feed
Blog feed
Other Social Networks
Segmenting Advertisers &
Readers
Home Page
Rotating tab with the most relevant information above
the fold
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Using In Page Analytics To Validate Design
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Adapting Content For The B2C Audience
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Usability And Conversion-Focused1
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Particulars from
prospecting
advertiser
will be captured.
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Designed for Conversions
• Carefully placed conversion buttons beside each of the relevant section
• Upon clicking, a form will be presented to capture customer data
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User Engagement & Conversions
User Engagement Metrics Improve Greatly!
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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
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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
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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
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“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.
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Questions?THANK YOU!
@clickTRUE @jeremewong