web design essentials refreshed media business link presentation
DESCRIPTION
A presentation by Refreshed Media Managing Director Simon Melaniphy to 2 audiences of business people at Business Link events at Fareham and Isle of Wight in 2009. Delivered as a 45 minute presentation as an overview on: 1. Planning your website 2. Creating an impact 3. Technical issues 4. Converting into sales or leads This covers a very top level overview on split and multivariate testing, including 2 case studies, calls to action and tools to test these with.TRANSCRIPT
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Web Design Essentials
Simon MelaniphyManaging Directorwww.refreshedmedia.com [email protected]: +44 1202 414101
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What you’ll learn in the next 20 minutes...1. Planning your website2. Creating an impact3. Technical issues4. Converting into sales or leads
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- Define who your site visitors are
- Define the desired outcomes
- Specification
- Key requirements
- Site map
- Wireframes
Planning
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Welcome to our World;Examples of our WorkCreate an impact
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First impressions last!
- 50 ms to make an impression!
- Establish site purpose quickly
- Consider using video
- Clearly show services
- Create trust
- Phone number
- Case study / testimonial
- Personal approach – team
- Keep up to date
- Demonstrate brand personality
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Less is more – but remember the testing!
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Imagery
- Picture speaks 1000 words...but ensure it’s saying the right ones!- Represent your brand image- Select stock images with care
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Engagement
• White papers / articles
• Helpful videos
• Tools, e.g. calculators
• Reviews / testimonials
• Interactive product selector
Lauren Luke: Home recorded videos showing makeup tutorials to sell her products.
Users = need to be engaged
Able to request looks, videos and information.
Why should your audience come to, stay on or revisit your site?
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Welcome to our World;Examples of our WorkTechnicalities
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Technicalities
• Accessibility – ensure website is open to all
•Sight impaired – screen readers
•Slow connection
•Different web browsers
•Mobile devices
•No flash or javascript
•Avoid popups
• Ensure reliable hosting
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Technicalities
• Testing
•Broken links
•Valid XHTML code
•Cross browser checks
•Consider Sortsite - £199 or validator.w3c.org
•Against key requirements specification
•Review each page (somebody here has Lorem Ipsum!)
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Welcome to our World;Examples of our WorkConvert
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What is a website conversion?
Visits
Sales
= Conversions!
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What is a website conversion?
Visits
Test drive bookings
Brochure requests
Enquiries
= Conversions!
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What is conversion rate?
Conversions
Website visitorsx 100
… the higher the better!
25 enquiry forms
1000 unique visitorsx 100 = 2.5%
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Where is conversion rate measured?
Using free Google Analytics
•Google Analytics tells you volume and source of traffic
•You tell Google what your Goals (Conversions) are on the website
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Tests are good!
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Split Testing
Split (A/B) Testing
• Live serving of different versions of a page
• One test at a time
• Which gets the best conversion rate?
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Split Testing – The winner!
The original version had
25% more conversions.
It doesn’t matter really what the marketing manager, MD, agency think…
It does matter what the visitor thinks!
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Multivariate Testing
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Multivariate Testing
9 subtly different versions... 300% difference in conversion rate!
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Design To Convert
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Navigation
Simple navigation menus, and site signposting…MAKE IT EASY!
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Clear descriptions & selling points
From typing in “personal loans” on Google...
Focus your pages
- Bullet point key info- Clear, readable text- Explain benefits- Prominent calls to action
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Clear calls-to-action
Make these as prominent as possible
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Forms
• Keep forms simple with necessary fields
• Autofill saves time
• Signpost and segment if the form is long
• Clear “submit” or “next” buttons
• Form on content page?
• TEST!!
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Live Help
• Communicate in a way easiest to the customer
• Helps people • with quick enquiries • when prefer soft sell• when can’t speak on phone
• Can help to improve conversion rate
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Scroll Analysis
Hover maps - are visitors reaching the bottom of your pages?
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Heatmaps
Pinpointing exactly where visitors are clicking on the website
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Heatmaps
Are visitors clicking areas of the page which aren’t links?
Which specific areas of buttons / links are visitors clicking on?
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Summary
• Plan your website build
• Create credibility
• Engage with visitors
• Keep the content fresh
• Ensure it works for all
• Test design changes to improve conversion rate
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Web Design Essentials
For more information please contact Simon MelaniphyManaging Directorwww.refreshedmedia.com [email protected]: +44 1202 414101