0
Fact	
  or	
  Fic)on?
Debunking	
  the	
  Top	
  10	
  Web	
  Project	
  Myths
March	
  20,	
  2014
Presented	
  by:
Sara	...
Boston Interactive Marketing Strategy
§ Simmons	
  College
§ Genzyme
§ John	
  Hancock
§ MA	
  College	
  of	
  Pharmacy
§ Forrester	
  Research
§ JFK	
  ...
All We Need Is A Website Myth #1
Digital Ecosystem
Digital Ecosystem
Digital Ecosystem
Digital Ecosystem
Digital Ecosystem
Digital Ecosystem
Digital Ecosystem
MailChimp
Campaign Monitor
Constant Contact
Twitter
Facebook
Instagram
SEO
Paid Search
Responsive Web De...
It Only Involves The Marketing Team Myth #2
Team Makeup
Team Makeup
ExecuSve	
  
Sponsors
MarkeSng	
  &	
  
CommunicaSons
Content	
  Project	
  
Manager	
  &	
  Leads
IT	
  &	
  ...
Team Makeup
Mobile Is A Separate Issue Myth #3
Mobile is Now
Mobile is Now
§ GeolocaSon
§ Loyalty	
  Programs
§ SMS	
  MarkeSng
§ eCommerce
Mobile is Now
§ Responsive	
  Web	
  Design
§ Fulfill	
  Unique	
  MarkeSng	
  Need
§ Ensure	
  Cohesive	
  Strategy
CMS Selection Can Wait Myth #4
CMS Evaluation
§ Establish	
  Audiences
§ Understand	
  Business	
  Goals
§ Develop	
  Strategy
§ Determine	
  FuncSon...
CMS Evaluation
Product Feature
Mobile	
  Templates,	
  LifeFirst	
  migra)on	
  technology,	
  
mobile	
  preview
§ Incre...
Latest Is Always Greatest Myth #5
Technology with Purpose
§ Social	
  Media
§ Parallax	
  Design
§ MarkeSng	
  AutomaSon
Technology with Purpose
§ Not	
  Technology	
  for	
  Technology’s	
  Sake
§ Audience	
  +	
  ObjecSves	
  =	
  Strategy...
White Space Is Wasted Space Myth #6
Power of White Space
Power of White Space
Power of White Space
§ Improved	
  Legibility
§ Higher	
  Comprehension
§ Increases	
  A]enSon
§ Creates	
  Unique	
  ...
Users Are Coming For The Design Myth #7
Content vs. Design
§ “Good	
  design	
  a]racts	
  people	
  
to	
  your	
  website.	
  Good	
  content	
  
keeps	
  them...
Content vs. Design
§ Designing	
  Without	
  Content	
  
Doesn’t	
  Work
§ Designing	
  Around	
  Finished	
  
Content	
...
It’s Okay To Use The Content We Have Myth #8
Simplification
§ Sitemap	
  CreaSon
§ IdenSfy	
  Gaps	
  For	
  Content	
  CreaSon
§ Remove	
  Unnecessary	
  InformaSon...
Simplification
Reduce
Simplification
Reduce Organize
Reduce Organize Priori)ze
Simplification
If We Build It, They Will Come Myth #9
Search Marketing
§ Part	
  of	
  Your	
  Digital	
  Ecosystem
§ Launch	
  PR
§ Agency	
  Best	
  PracSces
§ Paid	
  Se...
41
Our Work Is Done at Launch Myth #10
Measure, Analyze, Optimize
Measure, Analyze, Optimize
§ Number	
  of	
  Visits
§ Lengths	
  of	
  Visits
§ Bounce	
  Rate
§ Missed	
  Pages
§ Co...
Questions?
Debunking the Top 10 Web Myths
Debunking the Top 10 Web Myths
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Debunking the Top 10 Web Myths

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The number one killer of a successful web project is bad assumptions running amok. Whether it’s a complete redesign, switching to a new CMS, or developing a completely new digital property, faulty expectations can doom a project before it even starts.

Join Sara Murray from Boston Interactive to debunk the top 10 web design myths and break free of the most common misconceptions:

CMS selection can wait
- Visual design is the most important piece of any project
- Mobile comes in the next phase
- The project is done after you launch
- and more!

Make sure your next website project stays on track by separating fact from fiction. Plan for a successful design and launch with the right information and expectations from day one.

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Transcript of "Debunking the Top 10 Web Myths"

  1. 1. Fact  or  Fic)on? Debunking  the  Top  10  Web  Project  Myths March  20,  2014 Presented  by: Sara  Murray   Marke&ng  Manager
  2. 2. Boston Interactive Marketing Strategy
  3. 3. § Simmons  College § Genzyme § John  Hancock § MA  College  of  Pharmacy § Forrester  Research § JFK  Library § ASPCA § Boston  Children’s  Hospital § IDG § Foley  Hoag § Partners  Healthcare § FAO  Schwarz § Harvard  University About Boston Interactive
  4. 4. All We Need Is A Website Myth #1
  5. 5. Digital Ecosystem
  6. 6. Digital Ecosystem
  7. 7. Digital Ecosystem
  8. 8. Digital Ecosystem
  9. 9. Digital Ecosystem
  10. 10. Digital Ecosystem
  11. 11. Digital Ecosystem MailChimp Campaign Monitor Constant Contact Twitter Facebook Instagram SEO Paid Search Responsive Web Design Mobile Application Mobile Website RSS Feeds Blog Integration
  12. 12. It Only Involves The Marketing Team Myth #2
  13. 13. Team Makeup
  14. 14. Team Makeup ExecuSve   Sponsors MarkeSng  &   CommunicaSons Content  Project   Manager  &  Leads IT  &  Technology   Directors Project   Manager
  15. 15. Team Makeup
  16. 16. Mobile Is A Separate Issue Myth #3
  17. 17. Mobile is Now
  18. 18. Mobile is Now § GeolocaSon § Loyalty  Programs § SMS  MarkeSng § eCommerce
  19. 19. Mobile is Now § Responsive  Web  Design § Fulfill  Unique  MarkeSng  Need § Ensure  Cohesive  Strategy
  20. 20. CMS Selection Can Wait Myth #4
  21. 21. CMS Evaluation § Establish  Audiences § Understand  Business  Goals § Develop  Strategy § Determine  FuncSonal  Needs § IdenSfy  SupporSng  Technologies § Evaluate  Products  &  Make  SelecSon § OpSmize
  22. 22. CMS Evaluation Product Feature Mobile  Templates,  LifeFirst  migra)on  technology,   mobile  preview § Increase  volume  of  content  to   improve  SEO § Minimize  cost  of  supporSng  the   website § Provide  a  great  mobile  experience   for  prospecSve  and  current  students Business  Goals Out-­‐of-­‐the-­‐box  product  with  pre-­‐packages  widgets   and  widget  builder  requiring  simple  JS/HTML/CSS   skills Easy  to  use,  WYSIWYG  authoring  experience  and   integrated  workflow
  23. 23. Latest Is Always Greatest Myth #5
  24. 24. Technology with Purpose § Social  Media § Parallax  Design § MarkeSng  AutomaSon
  25. 25. Technology with Purpose § Not  Technology  for  Technology’s  Sake § Audience  +  ObjecSves  =  Strategy § Resources § Cost  Savings § Stronger  Campaigns
  26. 26. White Space Is Wasted Space Myth #6
  27. 27. Power of White Space
  28. 28. Power of White Space
  29. 29. Power of White Space § Improved  Legibility § Higher  Comprehension § Increases  A]enSon § Creates  Unique  Tone
  30. 30. Users Are Coming For The Design Myth #7
  31. 31. Content vs. Design § “Good  design  a]racts  people   to  your  website.  Good  content   keeps  them  there.” § Cohesive  Experience § Consistent  Brand  Message § Improved  SEO  Results
  32. 32. Content vs. Design § Designing  Without  Content   Doesn’t  Work § Designing  Around  Finished   Content  Doesn’t  Work § Plan  Early § Collaborate  Throughout
  33. 33. It’s Okay To Use The Content We Have Myth #8
  34. 34. Simplification § Sitemap  CreaSon § IdenSfy  Gaps  For  Content  CreaSon § Remove  Unnecessary  InformaSon § Pull  System  For  Consistent  Content
  35. 35. Simplification Reduce
  36. 36. Simplification Reduce Organize
  37. 37. Reduce Organize Priori)ze Simplification
  38. 38. If We Build It, They Will Come Myth #9
  39. 39. Search Marketing § Part  of  Your  Digital  Ecosystem § Launch  PR § Agency  Best  PracSces § Paid  Search
  40. 40. 41 Our Work Is Done at Launch Myth #10
  41. 41. Measure, Analyze, Optimize
  42. 42. Measure, Analyze, Optimize § Number  of  Visits § Lengths  of  Visits § Bounce  Rate § Missed  Pages § Conversions
  43. 43. Questions?
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