M.Santosh Anand, II yr MBA, DMS

7 WEB REDESIGNING TIPS FOR MARKETERS

1. Goal: More Visitors and Leads2. Avoid Pitfalls: Inventory your assets and

then protect them. 3. Spend resources on remarkable content

that attracts and converts: not design4. Create an ongoing content building

strategy5. Enable conversion strategy6. Include a blog, RSS, landing page, SEO. 7. Metrics: Visitors and Leads

THEY ARE…..

•Website redesign need to improve business needs •Concentrate on the goal•Spend less time and money on the design•Spend more time and money on the marketing results

GOAL: MORE VISITORS AND LEADS

•Many website redesigns do have a negative impact on the website•Websites have assets that need to be build-up like keyword searching, contents, inbound links and conversion tools. •Assets need to be protected during the re-design.

AVIOD PITFALLS: INVENTORY YOUR ASSETS AND PROTECT THEM

"I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with? ...Your car isn't unique, and your house might not be either."  -- Seth Godin

• Focus on the design, not too expensive and unique.

• People focus on content rather than design

SPEND RESOURCES ON REMARKABLE CONTENT THAT ATTRACTS AND CONVERTS: NOT DESIGN

•No of visitors and business growth directly proportional to the content.

•Build a strategy to build more content at regular intervals.

•Hint – Blogging makes easy content creation

CREATE AN ONGOING CONTENT BUILDING STRATEGY

•Improve effectiveness of conversion tools•Build more landing pages

ENABLE CONVERSION EXPERIMENTS

•Blog is a great way to start converse with the customers and prospectus

•RSS helps contents push to other websites and people

•Landing pages help generate value out of the traffic

•SEO helps generate traffic

INCLUDE BLOG, RSS, LANDING PAGE, SEO

•Compare the results of visitors and leads with the new and old design. •If not satisfactory, switch back to the old design.•Note: A business website is a business tool and should deliver business results

METRICS: VISITORS AND LEADS

“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.”

--Bryan Eisenberg,