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