elements of effective websites
DESCRIPTION
Presentation by Dave Borland of IntelliSites and Burst Marketing on the key elements of websites that convert visitors into leads.TRANSCRIPT
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Elements of EffectiveWebsites
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Dave Borland, Principal (Figurehead?)
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• What makes a website effective? The
8 things your visitors need to see
• How to create it to meet their
expectations and meet your goals
• Tools you can use
What are we talking about?
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4
You May Be Doing Good Advertising
So What’s the Problem?
TV Billboards OtherCoupons
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Where does all that advertising typically bring prospects first?
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Is it your web site?
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• 67% of online searches are driven to the web by traditional media ads
• 37% of buyers research online first then buy ‘offline’
Sources: Comscore, Jupiter Research
Scary Statistic?
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Think about itAt a restaurant: After an ad drives you to your door, will you come back if you experience poor service, unclean floors, a stained paper menu, and bad food?
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No Social Strategy
No Branding
Bad Design
Bad Content
No Strategy/ Message
Website
Are your advertisements leading to your “Bad Restaurant” web site?
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What are the 8 important things your visitors need to see?
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1. The Design Itself
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First Impression: Which of these would you buy from?
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2. Usability
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Which of these has the right tools, information? (For the audiences)
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3. Easy to Understand
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Which of these tells you what they do?(5 seconds or less)
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4. Find Stuff (without difficulty)
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5. The Sales Pitch
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Which of these entices you to do a next step?
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6. Good Content
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Good, Fresh Content?
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7. Interactive (calls to action? Social media, etc?)
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8. Functional? (Does it work?)
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• Are there broken links?
• Does the shopping cart work?
• Does the contact form send to the right people?
• Search box work?
• Etc.
• http://www.terry-haggerty.com/contact.html
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Don’t forget: Smartphones and Tablets!
• 2011 - 10% market share• By 2013 - over 40% share
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DO YOU have a faulty web site?
Take the test
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So how do you know what visitors are experiencing?
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Some Tools to Use
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Google Analytics• Where are they coming from?• What are they doing when they get to your site?• Are they clicking your “goals”?
http://www.google.com/analytics/
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Heat Maps• Test a new design – or compare two versions!• Test content - discover which calls to action work• Test various layouts or placement of key elements
such as ads or action buttons
http://www.crazyegg.com
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Call Tracking Metrics• Track calls from online
AND offline sources –and their effectiveness once they get to your site
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If you have to start over...
What’s next?
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Start with a Blueprint
• What are your specific goals?• What are your strengths – and your message?• Audience decision matrix (ADM): – Who are the audiences– What do they need to see– What do you need to show them
• Use the ADM to create a site map• Create wireframes
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A Completed Blueprint
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Now you’ve got the tools
How are YOU going to achieve your marketing goals?
1. Talk to us. We’d be happy to help assess your current web site
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Thank you.
Defective marketing is hazardous to your bank accounts. Known side effects include lost revenue and frustration.
If you are suffering from any of these side effects, see us immediately