The Golden Rules of
On-site Engagement
Andrew Machin – Head of Creative
Audience / Conversion
£30.2bn
£58.8bn8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
Can ≠ Will
Understand the
Fundamental Paradigm
of Engagement
People Do Not Think
Listen
“We are interested
in others when
they are interested
in us.”
Publilius Syrus – 1BC
Answer
Establish relevance through a
clear proposition
Take an Interest
“You can make more friends
in two months by becoming
interested in other people
than you can in two years
by trying to get...
Be Helpful
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 web...
Personalise the
Experience
Build Trust
Trust through
Design
http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
Trust through
Social Proofing
Sort results by
Most popular
Trust through
Stories
All stories have…
Setting
Obstacle
Action
Results
Homework for your website
1. Understand what engagement really is
2. Are you listening to what your audience wants?
3. Are...
Andrew.Machin@branded3.com
@The_Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
B3 Seminar: The golden rules of on-site engagement - Andrew Machin
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.

Published in: Marketing, Technology, Design
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B3 Seminar: The golden rules of on-site engagement - Andrew Machin

  1. 1. The Golden Rules of On-site Engagement Andrew Machin – Head of Creative
  2. 2. Audience / Conversion £30.2bn £58.8bn8.4% 3.8% 2006 2010 “Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
  3. 3. Can ≠ Will
  4. 4. Understand the Fundamental Paradigm of Engagement
  5. 5. People Do Not Think
  6. 6. Listen
  7. 7. “We are interested in others when they are interested in us.” Publilius Syrus – 1BC
  8. 8. Answer
  9. 9. Establish relevance through a clear proposition
  10. 10. Take an Interest
  11. 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. 12. Be Helpful
  13. 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. 14. Personalise the Experience
  15. 15. Build Trust
  16. 16. Trust through Design
  17. 17. http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
  18. 18. Trust through Social Proofing
  19. 19. Sort results by Most popular
  20. 20. Trust through Stories
  21. 21. All stories have… Setting Obstacle Action Results
  22. 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. 23. Andrew.Machin@branded3.com @The_Machin
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