B3 Seminar: The golden rules of on-site engagement - Andrew Machin
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B3 Seminar: The golden rules of on-site engagement - Andrew Machin

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This session will identify simple techniques that every site should capitalise on to increase relevance, gain trust, persuade interactions and aid conversion.

This session will identify simple techniques that every site should capitalise on to increase relevance, gain trust, persuade interactions and aid conversion.

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B3 Seminar: The golden rules of on-site engagement - Andrew Machin Presentation Transcript

  • 1. The Golden Rules of On-site Engagement Andrew Machin – Head of Creative
  • 2. Audience / Conversion £30.2bn £58.8bn8.4% 3.8% 2006 2010 “Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
  • 3. Can ≠ Will
  • 4. Understand the Fundamental Paradigm of Engagement
  • 5. People Do Not Think
  • 6. Listen
  • 7. “We are interested in others when they are interested in us.” Publilius Syrus – 1BC
  • 8. Answer
  • 9. Establish relevance through a clear proposition
  • 10. Take an Interest
  • 11. “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie – 1934
  • 12. Be Helpful
  • 13. What is the most important factor in the design of a website? The website makes it easy for me to find what I want The website offers a cutting edge interactive experience The website has a beautiful appearance Other
  • 14. Personalise the Experience
  • 15. Build Trust
  • 16. Trust through Design
  • 17. http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
  • 18. Trust through Social Proofing
  • 19. Sort results by Most popular
  • 20. Trust through Stories
  • 21. All stories have… Setting Obstacle Action Results
  • 22. Homework for your website 1. Understand what engagement really is 2. Are you listening to what your audience wants? 3. Are you answering their questions? 4. Are you taking an interest in their goals? 5. What can you do to be helpful? 6. How can you personalise the user’s experience? 7. Are you trustworthy?
  • 23. Andrew.Machin@branded3.com @The_Machin