milestone webinar, storytelling websites that convert
TRANSCRIPT
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STORY TELLING WEBSITES THAT CONVERT
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Milestone Confidential
Panelists
Jake Brennan Marketing Associate, Moderator
Zulema Romero Sr. Director of Client Services
Kyra McIntire Sr. Designer
Aastha TandonSr. Account Manager
Aaron Horowitz Digital Marketing Strategist
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Agenda
1 Customer Journey & Your Story
2 Designing for your Audience
3 Programming Must Haves
4 Conversion Optimization & Measuring Success
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THE CUSTOMER JOURNEY & YOUR
STORY
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The Customer Journey
1About You &
Understand Your Audience
2
Personas & Behaviors
3
Put This Into Practice
4
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WEBSITE
PAIDSEARCH
DISPLAY
TRAVELINSPIRATION
RESEARCH BOOKING ON PROPERTY POST-STAY
SOCIAL
EMAIL ORGANICSEARCH
REVIEWS REVIEWS
EMAIL EMAILWEBSITE
SOCIAL SOCIAL
The Customer Journey
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Tell Your Story
About You
Your Audience
Challenges
Unique Selling Points
Your Business
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Planning
Who Are Your Customers?
Young Free Spirit
Self Seeker
Bride
Experience Seeker
Couponing Family
Dream Tripper
Go for it Family
Frugal Boomer
Visiting Family Retiree
Bucket Lister
Search Engines
Wedding Directories
Wedding Blogs
Social Channels
Personas Channels
• 25-35 years old• Multiple jobs over
several years• 4+ trips a year• HHI @ $75K+• Very active on social
media• Likely to travel with
other friends
Actions
Recommendations, Engagement
RFP
• Dreaming moments• Planning moments• Booking moments• Experiencing moments
Compare and Qualify
Validate, Trust, Relevancy
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Historic/ Art Deco Feel
Dining Outlets
Group/EventsModul
esUSP’s
Engagement
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DESIGNING FOR YOUR AUDIENCE
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The Top 5 Must-Haves Before you
Design
Site Architecture
Colors
Images
Content
Device / Audience
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How We Define UsabilityUsability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many images
Avoid image text
Avoid too many scripts
Compatibility
Devices – I, Preview, Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
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Site Architecture & UsabilityUsability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing Real Things
Legibility/ Eyetracking
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many images
Avoid image text
Avoid too many scripts
Compatibility
Devices – I, Preview, Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
Company Logo
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Color & UsabilityUsability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many images
Avoid image text
Avoid too many scripts
Compatibility
Devices – I, Preview, Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
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The Psychology of ColorColors associated with trust: Colors associated with high quality:
Colors associated with cheap/inexpensive: Colors associated with fun:
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Colors that Convert
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Images & UsabilityUsability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many images
Avoid image text
Avoid too many scripts
Compatibility
Devices – I, Preview, Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
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Images that Convert
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Poor Use of Imagery
X X X
XX
X
X
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Content & UsabilityUsability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many images
Avoid image text
Avoid too many scripts
Compatibility
Devices – I, Preview, Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
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Content That Converts• Relate to your audience and solve a problem • Audience Challenge + USP = Conversion • Inspire user emotion and action
Make your home our extended stay suites in Joplin, Missouri.
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Content that Converts
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Adapting Design for Customer Intent
Don’t
make me
think!
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• New Gestures• Jquery Swiping
(photo gallery)• Pixel Width of
average finger
DESKTOP SITE TABLET SITE MOBILE SITE
Responsive Websites: Design for the Device
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Adapting for Mobile First
1. Sticky header
2. Search Function
3. Hamburger icon with “menu” visible
4. Phone CTA with visible Phone #
5. Element to show you can scroll
6. Book Now visible above the fold,
part of sticky navigation
7. Sticky Footer with soft CTAs
1 2 3
4 5
6
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Consider Your Soft Conversions
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Consider Your Hard Conversion
Milestone Digital Marketing Conference July 25-26, 2016 @ Hyatt Regency Chicago There’s still time to register!
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PROGRAMMING MUST HAVES
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Pre Site Launch ChecklistSpeed & Performance
Crawlability
Relevant Fresh Engaging Search
Optimized Content
Mobile Friendly
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Speed & Performance
Minimize HTTP requests ( Reduce number of requests going to the server to improve page performance)
Minify JS & CSS (Source code on page should be kept minimum to reduce download time)
Optimized images (Reducing size of images reduces load time and increase page load speed)
Just one second delay in page-load can cause 7% loss in customer conversions!
GZIP components (Gzipping files reducing the size of the files sent from your server, reducing sizes of pages by up to 70%)
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HTML CSS < > xml
Crawlablility
HTML validation performed on W3C to make sure page complies with HTML standards and helps cross-browser, cross-platform and future compatibility
CSS validation to ensure no errors found in style sheets and all browsers aim towards compliance with the existing standards
Link checker to ensure no broken links on pages and all links are properly working
Canonical tagsto avoid duplicate content issues and penalties
Sitemap XML for website & images submitted to Google Webmaster
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Optimized meta tags are structured tags that go in page head section so the browser can understand it
Heading tags – H1, H2, H3 are present in body content
Photos, images and map optimized and indexed for image and map search
meta <h1>
Schemas for semantic web is micro data and rich snippets that helps search engine index most critical data fast and helps improve click-through rates
Relevant Fresh Engaging Search Optimized Content
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Post Site Live ChecklistSpeed & Performance
Crawlability
Relevant Fresh Engaging Search Optimized Content
Mobile Friendly
Redirects In Place
Tracking Tools in Place
Conversion Elements Working
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CONVERSION OPTIMIZATION &
MEASURING SUCCESS
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CTA stands out
Clear, concise messaging
CTA above the fold
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Trust symbols above fold
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High-value content above fold
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Relevant, effective hero image CTA included on hero image
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Bullets to summarize important info
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CRO Tools (Conversion Rate Optimization)Google Analytics• Tracks stats on user interactions with
your site• Data broken out by page/domain,
device type, region, etc.
Hotjar• Implement surveys, heatmaps, polls• Record and track users’ individual
sessions on site
Optimizely• Easy-to-use tool for implementing
tests• A/B testing, MV testing• Integrates very well with other tools
UserTesting• Testers record themselves using your
site• Live, narrated video w/feedback
Ptengine• Implement heatmaps and track use
by device type• Monitor web analytics
Google Tag Manager• Easily update code snippets on your
site.• Ensure multiple tools won’t impact
download speed
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5 Metrics to Measure After Site Live
• How long are visitors staying on your site?
Time on site
• How deeply are visitors interacting with your site?
Pages per visit
• Are visitors spending more time on specific pages?
Time on page
• How frequently do visitors leave your site immediately after entering?
Bounce rate
• Are a significant number of users coming back to your site?
Repeat visitors
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5 Key Takeaways
1. Connect your USPs to your client needs
2. Follow design best practices
3. Ensure your website is mobile friendly
4. Website is crawlable, fast, and relevant
5. Track all conversion points!
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Thank You!Questions?
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MilestoneInc
Milestone Digital Marketing Conference
July 25th-26thChicago, IL