Your website roadmap 2.0

1,797 views
1,739 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,797
On SlideShare
0
From Embeds
0
Number of Embeds
756
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Your website roadmap 2.0

  1. 1. Your website roadmapWednesday 16th of may@ Avans - International Business and LanguagesRoss Doyle
  2. 2. About us Full service internet agency strategy, design, development, marketing, training and support 15 FTE multidisciplinairy teams Headquarter is based in Boekel Google certified partner Proven trackrecord (Bedrijventekoop.nl, Stukadoor.nl)
  3. 3. Program Building a website  Preparation  Strategies and types of websites  Webdesign  Persuasion  Basic principles  Development How to sell your website  Conversions (and conversion optimization)  Search engine marketing  Webanalytics Helping you along the way
  4. 4. Building a website
  5. 5. PreparationMost important elements: Company structure, history and business model Market(ing) approach USP’s or UBR’s Target audience and behavior Look at your competitors Targets Investments (time and money)
  6. 6. StrategiesFive internet strategies Branding Traffic Sales Loyalty Word of mouth
  7. 7. Strategies Branding Apple.com Traffic FT.com Sales eBay.com Loyalty TripAdvisor.com Word of mouth Facebook.com
  8. 8. Is it always a combination of strategies?
  9. 9. Types of websites (purposes)
  10. 10. Is it always a combination of purposes?
  11. 11. Main purpose is to inform kvk
  12. 12. Main purpose is to inform wikipedia
  13. 13. Main purpose is to inform mcdonalds
  14. 14. Main purpose is to communicate avans
  15. 15. Main purpose is to communicate zoover
  16. 16. Main purpose is to communicate zoover
  17. 17. Main purpose is to sell apple.com
  18. 18. Main purpose is to sell ryanair
  19. 19. Main purpose is to sell zalando
  20. 20. Main purpose is to entertain youtube
  21. 21. Main purpose is to entertain Coca cola
  22. 22. Main purpose is to entertain disney
  23. 23. And these? Help us out! marlboro
  24. 24. And these? Help us out! ferrari
  25. 25. And these? Help us out! twitter
  26. 26. Webdesign Current logo, branding, look-and-feel Post-it sessions (pages, structure, navigation, conversions) Functionalities Wireframes or mockups Interaction and usability Moodboarding (branchmarking) Concepting and design Testing and finetuning
  27. 27. PersuasionRobert Cialdini defined 6 basic principles we all recognize and whichyou can implement quite easy: Reciprocity Commitment and consistency Social proof Authority Liking Scarcity
  28. 28. Reciprocity“People tend to return a favor…”GroupOnVistraprint
  29. 29. Commitment and consistency“If people commit to an idea or goal, they are more likely to honor thatcommitment”
  30. 30. Social proof“People will do things that they see other people are doing”
  31. 31. Authority“People will tend to obey authority figures, even if they are asked toperform objectionable acts” “We need to do something with social media, because my competitors are doing it”“I want those social media sharing buttons on all my pages”
  32. 32. Authority“People will tend to obey authority figures, even if they are asked toperform objectionable acts” PLEASE DON’T SAY: “We need to do something with social media, because my competitors are doing it”“I want those social media sharing buttons on all my pages”
  33. 33. Authority“People will tend to obey authority figures, (even if they are asked toperform objectionable acts)” THINK BEFORE YOU DO “Fish were the fish are” (audience) “What’s my benefit of using those buttons?”
  34. 34. Liking“People are easily persuaded by other people that they like”
  35. 35. Scarcity“Perceived scarcity will generate demand”
  36. 36. And the winner is… 5 rooms left Last reservation 2 hours ago Save 49% Average score based on 372 reviews
  37. 37. And the winner is… 5 rooms lef Last reservation 2 hours ago Save 49% Gimme, gimme, gimme… score based Average on 372 reviews
  38. 38. Basic principles Remember color blindness Offer a clear payoff on your homepage Make sure the main navigation has a high attention value Offer direct access to the most important content (call to actions to killer content) Use overview pages and breadcrumbs Open external links in a new window and internal links in the same window Do not use more than 7 main navigation items Never use ‘click here’ Explain why and how a visitor should fill-in a field Use subheaders for every 1 or 2 paragraphs Use bullets and numbered lists when possible
  39. 39. DevelopmentCustomized Visible (front-end)  HTML, CSS, AJAX, jQuery etc. Invisible (back-end)  PHP  ASP.net  Java  Etc.Open source Content Management Systems and templates  Drupal, ModX, Type3, Joomla, Wordpress
  40. 40. How to sell your website
  41. 41. Conversions 1.000 visits 50% bouncerate conversions 20 1-3%
  42. 42. ConversionsThere are over 25 conversions possible, most usable in your situation: Contact form Newsletter subscription Call me back Information application Download documentation Tell-a-friend (share) Feedback form Appointment “Devil is in the detail…”
  43. 43. Conversion optimization Which one performs better? Yellow or red call-to-action?
  44. 44. Conversion optimization
  45. 45. Conversion optimization
  46. 46. Conversion optimization
  47. 47. Conversion optimizationyellow red
  48. 48. Search engine marketing A form of internet marketing that increases your visibility in search engine result pages.
  49. 49. Search engine marketingHow? SEA Search Engine Advertising SEO Search Engine Optimization SERM Search Engine Reputation Management
  50. 50. Search engine marketing
  51. 51. Search engine advertising Advertise on search terms and phrases Google’s advertising programme is called AdWords More possibilities to advertise than only search results  Display advertising (bannering)  Search partners (like Telegraaf) Pay per click (PPC: CPC = Cost per click) Pay per mille (PPM: CPM = Cost per mille) Pay per action (PPA: CPA = Cost per action)
  52. 52. Search engine optimizationOptimize website content to achieve a higher ranking in search results: Content on your webpages (text, html, images, links, pdf) Indexation of your pages (friendly, clean, fast) Popularity of your pages (number and value of links, shares)
  53. 53. Search engine reputationmanagement
  54. 54. Webanalytics Web analytics is the measurement,collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
  55. 55. Webanalytics - Software
  56. 56. Helping you along the way
  57. 57. Tools Wordpress Open-source blog platform Wordpress themes Themes (designs) and templates Google Analytics Webanalytics software Google Keyword tool Search volumes Google AdWords SEA programme Google Insights for search Search trends Google Website Optimizer Conversion optimization Usabilla Usability testing MailChimp E-mailmarketing SurveyMonkey Surveys OpenSiteExplorer.org Link analysis Google Everything else… Costs? Only your precious time!
  58. 58. BudgetGrab your own voucher at my counter and get € 50,- advertising budget for free. Only 10 vouchers left!
  59. 59. Thanks for your attention! Questions? ask@artform.nl twitter.com/artformnlStay up-to-date or download PDF? www.artformatie.nl

×