3point7designs.com
Effective Web Strategy
Getting better results out of your website

3point7designs.com
About Me
Ross Johnson, CEO 3.7 DESIGNS

3point7designs.com
About Me
Ross Johnson, CEO 3.7 DESIGNS

3point7designs.com
About Me
Ross Johnson, CEO 3.7 DESIGNS

3point7designs.com
About Me
Ross Johnson, CEO 3.7 DESIGNS

3point7designs.com
Quick Survey
About the state of your companies website

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Have a website?

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Know how well it
performs?

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Will be
redesigning /
updating soon?

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You are no
match for my
“web strategy”

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What is Web
Strategy?

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WEB STRATEGY: STEP 1
1.Obtaining Traffic
Turning Browsers into Users

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WEB STRATEGY: STEP 2
2. Converting
Turning Users into Customers

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WEB STRATEGY: STEP 3
Satisfy & Retain
Turning Customers into Clients

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WEB STRATEGY: STEP 4
Monitor & Improve
Increase traffic, conversions and customers

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OUR FOCUS TODAY
Converting Users
Browsers
Users
Customers
Clients

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Why focus on
conversions?

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Increases of 100%
OR MORE

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A Common Approach
to Website Planning...
(and how it needs to be improved)

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“Let’s redesign
our website, what
should be on it?”
CHIEF MARKETING OFFICER

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“Lets put up
employee bios!”
THE WEBSITE COMITY

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“Lets put up job
opportunities”
HUMAN RESOURCES

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“I want to talk
about the
company history”
CHIEF MARKETING OFFICER

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“My son uses
facebook, lets
include that!”

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“My son likes
Scoobie Doo and
he uses the
internet all day”

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“Why don’t we
add movies!”
THE WEBSITE COMITY

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“Marketing wants
to gather lots of
data, make the
forms long!”

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“Let’s have some
sweet animation and
lots of fire!”

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“blah blah blah
blah blah blah...”

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The problems

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PROBLEM NUMBER 1
NO Empathy
Understanding

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PROBLEM NUMBER 2
NO THOUGHT FOR:
The Decision Making Process
Persuasion Psychology

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COMPLETELY
Subjective

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INCORRECT
Focus

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Step 1
Know your Users
Goals
Ambitions
Tasks
Motivators
Personality Types

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DO RESEARCH THEN
Create Personas
“ A ‘thumbnail’ description of a type of person. Although they will
reference demographics, their most important aspect is that they
focus on the goals of site users.
”
They will also go beyond this to define the psychographics of web
users such as their motivations in visiting a website and even their
personal aspirations.

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“ Everything you
think you know
about the user is
probably wrong
”

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“ The users aren’t who
you think they are. ”

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“ They do things
differently than you think ”

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“ They have different
reasons for need your
product than you think ”

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?
WHAT
Questions do they
need answered

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WHAT
tasks are they trying
TO ACCOMPLISH ?

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WHAT
MOTIVATES
THEM ?

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Step 2
Know How We Make
Decisions
Attention / Interest
Desire / Action /Satisfy

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A
Attention /
Awareness

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People have to know
about your site to get
to your site

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I
Interest

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get users to
SELF SELECT

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This website...
understand my problem

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This website...
has MY solution

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D
Desire

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Research
Compare
THE STAGES OF DESIRE
Get Details
Customize

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A
Action

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Get out of the
visitors way

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Make it easy

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Make it feel safe

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E-COMMERCE
Changing the words “Register” to “Continue”
caused an increase of $300,000,000

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S
Satisfy

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EVERY PAGE NEEDS
A Focus / Purpose
A Call to Action

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Step 3
Focus Your Site
Simple, Clear & Easy

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Less
is
more

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ACTUALLY...
we don’t want options

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Remove anything that
is not necessary

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Step 4
Use Persuasion
Use Psychology to be
Compelling

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Text
Social
Validation

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33% INCREASE IN REUSED TOWELS
OVER A GENERIC “PLEASE REUSE”
“Majority of the guests staying in this
room chose to reuse their towels”

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Fear of Loss
IS MORE COMPELLING THAN GAIN

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UTILIZE AND HAVE Authority

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Reciprocity
OH WHY THANK YOU!

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Lots more to learn

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Learn more from the
following books:
Buyology Influence
Neuro Web Design Landing Page
Call to Action Optimization