PCSC2: Beyond SEO - Driving Customer Attraction, Retention and Top Line Growth
http://www pragmaticmarketing com/publications/magazine/6/4/beyond seo drivihttp://www.pragmaticmarketing.com/publications/magazine/6/4/beyond_seo_drivi
“Many executives frustrated with their websites have beenMany executives frustrated with their websites have been
told that investing in search engine optimization (SEO) should
be their next step in making the most of their website’s
performance While some business owners and leaders haveperformance. While some business owners and leaders have
noticed improvements, most are still not sure that this effort
truly optimizes the website for their business.”
“What they are sure of is that SEO can be very expensive. At y y p
this stage, it is common to hear CEOs and business owners
ask, “We have spent all this money on SEO, is there anything
beyond spending even more money on SEO to maximizebeyond spending even more money on SEO to maximize
the contribution of our website?” The answer is “Yes!”
How typical web sites are developed . . .
•Outside web developers or creative professionals
t i ll ith littl t “d d•typically with little or no prospect or “demand
•Many use the website‐in‐abox approach reassign anMany use the website in abox approach, reassign an
existing Intranet, or model their content from another
What is usually missing . . .
1. Connecting with the prospect and customers; and
2. Providing a great user experience for website
Four steps to optimize website business
performance and the user experienceperformance and the user experience
1 Understand the market first Find out what prospects value1. Understand the market first. Find out what prospects value—
before you put up content and push it out to the market.
2. Specify the business purpose of the website. Know the market
problem your site will solve and which parts of the business youproblem your site will solve and which parts of the business you
want to accelerate.
3. Develop the user experience strategy and design. Map the market
and business needs to the solution’s design; ensure consistent g
brand and messaging throughout the design.
4. Measure the design against the objectives. Validate that
customers’ needs are met and tasks are easy to do; test with
people who fit the profile of your target customers.
Understand the market first . . .
A. The Do‐Fors Communicates what the company does for
the prospect or customer. It is more important than
what your company actually doeswhat your company actually does
B. Do not put up content and then push it out. Find out
what the prospects really value about your products or
services and how they want it described.
A. These are your Do‐Forsy
B. apply the Do Fors directly to the development of the
site along with the rest of the content reflecting
what prospects valuewhat prospects value
C. User intelligence is critical in transitioning the website
f bfrom an accessory to a true business asett
Develop the user experience strategy
• The user experience encompasses all aspects of a visitor’s interaction
’with the company’s services, products, and website.
• To meet the exact needs of the customer and to deliver simple, elegant
solutions that are a joy to experience goes beyond giving customerssolutions that are a joy to experience goes beyond giving customers
what they say they want and merely providing a checklist of features.
• Ensure consistent brand and messaging throughout the design InEnsure consistent brand and messaging throughout the design. In
many regards, your user experience is your brand.
•You must develop an understanding of what motivates your users and p g f y
manage their expectations while consistently representing your brand
and message throughout their experience with your company, services,
Measure the design against the objectives
• Validate that customers’ needs are met and tasks are easy to do. Putting
your solution in context for your customers and users is key to validating that
the solution meets their needs and is easy to use.the solution meets their needs and is easy to use.
• You need to work with people who fit the profile of your target customers
and conduct design reviews to gather feedback.
• Develop prototypes to review concepts to ensure that your site meets
customer and user needs.
• Test of the ease of use of the solution and not the intelligence of your
•If the tasks are hard or impossible to complete, then your solution is not
easy to use.
Companies that have gone Beyond SEO to deliver
pleasing customer experiences g
This has helped them met or exceed their business
Case study Skinit Customizer Increases Conversion by 350%
Skinit, Inc. is the global leader in consumer electronic device personalization.
Skinit was preparing to enhance the previously successful
Photo Uploader a web-based application that allows consumers upload theirPhoto Uploader, a web based application that allows consumers upload their
own photos and manipulate designs for their personal electronic devices. The
objective was to enhance the features of the new solution and provide an
intuitive and flexible interface with a rich user experience that increased
“Increasing the conversion of
our Customizer application notour Customizer application not
only increased revenue it also
enabled us to provide a more
compelling customer experience
which has driven significant
interest in new and existing
– Paul Buss CEO of Skinit– Paul Buss, CEO of Skinit.
Jeof Bean | Principal | Del Mar Research & Consulting, LLC | DelMarResearch.com |
JBean@DelMarResearch.com | 858‐334‐9266
Del Mar Research & Consulting specializes in increasing client growth, while decreasing the
uncertainty and costs of product development and marketing. Jeof’s experience spans strategic to
tactical with small innovative companies to large successful organizations like ComplianceMAX,
ProMedia Wireless, I Drive Safely, LLC, LPL Financial, AT&T / Bell Labs and Quest Diagnostics.
Jeof has an M.S. in Business Management, a B.S. in Psychology / Marketing and has served as
Adjunct Professor of Business Management and Marketing, Centenary College. He is on the Board
of Directors of the San Diego Software Industry Council's (SDSIC) User Experience Group and User
Experience expert review panel; author of several marketing and product development articles;Experience expert review panel; author of several marketing, and product development articles;
and a frequent guest speaker.
Sean Van Tyne| User Experience Director | FICO| SeanVanTyne.com y | p | | y
Author and Speaker, Sean Van Tyne is the User Experience Director for FICO where he provides
leaderships for teams across the US, UK, and Asia. Prior to FICO, Sean was AVP of User Experience
for LPL Financial where he helped define new market segments and develop the product
management iterative design and agile development plan Prior to LPL Sean was Director of Usermanagement, iterative design, and agile development plan. Prior to LPL, Sean was Director of User
Experience for Mitchell International. Prior to Mitchell, Sean was Director of Product Design for
Sean is the current President of UX SIG (www uxsig org) Founder and Chair of the UX BusinessSean is the current President of UX SIG (www.uxsig.org), Founder and Chair of the UX Business
Information Group for SDSIC, and advisor on numerous professional and corporate boards.