how to generate leads from your website? › wp-content › uploads › 2014 › 10 › ... · –...

Your Guide from Innovation to Commercialisation

2015

2nd Dec 2015

How to generate leads from your

website?

Helping you develop the business case and ROI

Edmund

Hillary

1953

One of the

most

influential

man of the

20th Century

Generating leads from your website - growth phase

Webinar

8

How to launch the best possible performing website to generate leads and increase sales for your company?

Problem Statement

9

1. Business Focus on developing a “Growth Driven Design” that helps your company continuously

Solution – Continuous Improvement or Growth Driven Design Website

Boost conversion

rate

Improve User

Experience

Personalized to

User

Build on Digital

and Marketing

Assets

2. Technical Focus - Use “Responsive Web Design” developed quickly (launch beta) and improve website based on client feedback

10

Help me develop a business case for a growth driven website

11

Internal Analysis

External Analysis

ROI

Proposed Way Forward

Why MarkiTech (Powered by Hubspot and TkXel)

External Analysis

Direct / Indirect Competitors

Most direct / indirect competitors / partners are ahead or do you have the opportunity to lead?

13

Key Drivers for Going Digital

• External drivers

– Market / Competitive

– Technology

– Client / segment purchase decision

• SOHO, Small business, Major, Enterprise, Govt.

– Regulation

• Internal drivers

– Revenue -> Profitability -> ROI

– Strategy -> Priorities -> Capital

– People, Resources, Expertise

B2B target customer segment needs analysis will be key to success

14

• Content needs to be current & engaging

• Technology is changing – fluid and dynamic

– Dynamic web development platform shifts (dynamic, Java, APS)

– Changing devices (mobile / watches)

• Screen size, pixels, power

• User experience depends on the device used

– Multi-browser Multi-OS support

• Internal / outsource / hybrid / time to build &test

Current Challenges

Dynamic technology will require continuous optimization of the digital strategy

15

Peak into the Future

16

Monitoring future trends

Frameworks will evolveEnsure accessibility compliant

Accessible websites and web content 14. (1) The Government of Ontario and the Legislative Assembly shall make their internet and intranet websites and web content conform with the World Wide Web Consortium Web Content Accessibility Guidelines (WCAG) 2.0, at Level AA, and shall do so in accordance with the schedule set out in this section. O. Reg. 191/11, s. 14 (1).

Technology, regulation, client & developer needs will continue to change – develop your architecture based on client preference, regulations and best practices

Internal Analysis

Stakeholder Analysis

Product Group(High)

IT(High)

Marketing(High)

Exec Decision Makers

(Medium)Other

Product Groups(Low)

Customer Service

(Medium)

HQ(Medium)

Sales(High)

CxO, GM, VP• Improve brand• Increase revenue (new leads) • Reduce cost of acquisition

• Uniformity across Toshiba worldwide

• Increase revenue by increasing web traffic and conversions

• Improve user experience by:– Inform– Search– Buy

Sub group• Maintain their own presence• Steer towards mobile

• Internal / External Designers, Developers, Content Owners

• SLA, Maintenance, Cost• Keep pace with advancing

technology

• Reduce cost of acquisition• Improve brand• Improve digital customer

experience

• New qualified leads• Ease of use

• Improve user experience• Reduce number of calls

Who & Why

18

Who & Why?

The Shared Objectives

Enhance Internal Collaboration

• Achieve realistic patterns of use

• Increase likelihood of User Adoption

• Bottom up approach

• Concept & Usability testing

Focus on Client User Experience

• Speed

• Aesthetics

• Consistent image across platforms

• Continuous improvement based on client feedback

Increase Your company Profitability

• Improve brand

• Increase Revenue

Use client experience and continuous improvement could be over arching objective to resolve any decisions required

19

Proposed Way Forward

Typical Traditional Web Design

21

MarkiTech proposesContinues improvement or Growth driven design over traditional web design

22

• Navigation

• Ex: Blog Layout

• UI Improvements

• Mobile Experience

• Personalization

• By interests

• By device or country

• By previous actions

• Conversion points

• User path

• Testing Value Props

• Split Testing

Improve User Experience

Personalizeto the User Boost conversion

Build Marketing Assets

• Tools

• Marketing Resources

• Directories/Listings

• SEO Focused Asset

Business Focus - Core Elements of Growth Driven Design

Content, marketing automation, SEO and other elements of the digital asset to promote this website will be extremely important (complement existing partners / internal resources)

23

Frameworks

Twitter Bootstrap, HTML Kickstart, Yaml, Zurband Skeleton

Elements

Meta Tags, CSS3 Media Queries, Frameworks,

Grid systems

Languages

CSS, Grid systems, jQuery, HTML, Meta Tags, & Frameworks

Technology Focus - Responsive Website Design

You put water into a cup it becomes the cup

You put water into a bottle it becomes the bottle

You put in a teapot, it becomes the teapot

Develop a “parallel” beta mobile responsive website and improve based on feedback

24

Where do your start?

• 80/20 Wish list

• Web Process Steps

– Messaging, Content, architecture, UX, navigation, wireframe & design, development, etc.

• Simple UX Testing with Toshiba Team

• Setup Data Collection

• Launch Quick

Strategy or Discovery Session

Launch Pilot Website

Phase 1 + 1 Month

25

Here is how we can help1. With Hubspot, we provide Digital Marketing Services

ATTRACT

Strangers

Visitors

Leads

Customers

Promoters

Social Media

Forms

Email Optimization

BlogSEO Sites Mobile Optimization

Calls-to-Action Landing Page Optimization

CRM Synch

Lead Scoring

Sales Alerts

Personalized

Email + Web + Social

Nurturing

Feedback FormsEmail + Web + Social

Engagement

CONVERT

CLOSE

DELIGHT

And many more…

2. With TkXEL we provide reliable engineering team

27

ROI - Growth driven design results

Type 2014 2015

Page views per visit 2.87 4.03 +40.23%

Total page views 199,956 480,345 +140.23%

Bounce rate 45.87% 28.29% -38.34%

Leads up 217% year over year

28

29