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Web Strategy Keynote Oct 7, 2009
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Web Strategy Keynote Oct 7, 2009

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Learn how to develop a strategy that turns your website into business building superstar. By shaping your website to a specific strategy you can see more sales, lower overhead and higher profits.

Learn how to develop a strategy that turns your website into business building superstar. By shaping your website to a specific strategy you can see more sales, lower overhead and higher profits.

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  • 1. 3point7designs.com Effective Web Strategy Getting better results out of your website
  • 2. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
  • 3. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
  • 4. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
  • 5. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
  • 6. 3point7designs.com Quick Survey About the state of your companies website
  • 7. 3point7designs.com Have a website?
  • 8. 3point7designs.com Know how well it performs?
  • 9. 3point7designs.com Will be redesigning / updating soon?
  • 10. 3point7designs.com You are no match for my “web strategy”
  • 11. 3point7designs.com What is Web Strategy?
  • 12. 3point7designs.com WEB STRATEGY: STEP 1 1.Obtaining Traffic Turning Browsers into Users
  • 13. 3point7designs.com WEB STRATEGY: STEP 2 2. Converting Turning Users into Customers
  • 14. 3point7designs.com WEB STRATEGY: STEP 3 Satisfy & Retain Turning Customers into Clients
  • 15. 3point7designs.com WEB STRATEGY: STEP 4 Monitor & Improve Increase traffic, conversions and customers
  • 16. 3point7designs.com OUR FOCUS TODAY Converting Users Browsers Users Customers Clients
  • 17. 3point7designs.com Why focus on conversions?
  • 18. 3point7designs.com Increases of 100% OR MORE
  • 19. 3point7designs.com A Common Approach to Website Planning... (and how it needs to be improved)
  • 20. 3point7designs.com “Let’s redesign our website, what should be on it?” CHIEF MARKETING OFFICER
  • 21. 3point7designs.com “Lets put up employee bios!” THE WEBSITE COMITY
  • 22. 3point7designs.com “Lets put up job opportunities” HUMAN RESOURCES
  • 23. 3point7designs.com “I want to talk about the company history” CHIEF MARKETING OFFICER
  • 24. 3point7designs.com “My son uses facebook, lets include that!”
  • 25. 3point7designs.com “My son likes Scoobie Doo and he uses the internet all day”
  • 26. 3point7designs.com “Why don’t we add movies!” THE WEBSITE COMITY
  • 27. 3point7designs.com “Marketing wants to gather lots of data, make the forms long!”
  • 28. 3point7designs.com “Let’s have some sweet animation and lots of fire!”
  • 29. 3point7designs.com “blah blah blah blah blah blah...”
  • 30. 3point7designs.com
  • 31. 3point7designs.com The problems
  • 32. 3point7designs.com PROBLEM NUMBER 1 NO Empathy Understanding
  • 33. 3point7designs.com PROBLEM NUMBER 2 NO THOUGHT FOR: The Decision Making Process Persuasion Psychology
  • 34. 3point7designs.com COMPLETELY Subjective
  • 35. 3point7designs.com INCORRECT Focus
  • 36. 3point7designs.com Step 1 Know your Users Goals Ambitions Tasks Motivators Personality Types
  • 37. 3point7designs.com 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.
  • 38. 3point7designs.com “ Everything you think you know about the user is probably wrong ”
  • 39. 3point7designs.com “ The users aren’t who you think they are. ”
  • 40. 3point7designs.com “ They do things differently than you think ”
  • 41. 3point7designs.com “ They have different reasons for need your product than you think ”
  • 42. 3point7designs.com ? WHAT Questions do they need answered
  • 43. 3point7designs.com WHAT tasks are they trying TO ACCOMPLISH ?
  • 44. 3point7designs.com WHAT MOTIVATES THEM ?
  • 45. 3point7designs.com Step 2 Know How We Make Decisions Attention / Interest Desire / Action /Satisfy
  • 46. 3point7designs.com A Attention / Awareness
  • 47. 3point7designs.com People have to know about your site to get to your site
  • 48. 3point7designs.com I Interest
  • 49. 3point7designs.com get users to SELF SELECT
  • 50. 3point7designs.com This website... understand my problem
  • 51. 3point7designs.com This website... has MY solution
  • 52. 3point7designs.com D Desire
  • 53. 3point7designs.com Research Compare THE STAGES OF DESIRE Get Details Customize
  • 54. 3point7designs.com A Action
  • 55. 3point7designs.com Get out of the visitors way
  • 56. 3point7designs.com Make it easy
  • 57. 3point7designs.com Make it feel safe
  • 58. 3point7designs.com E-COMMERCE Changing the words “Register” to “Continue” caused an increase of $300,000,000
  • 59. 3point7designs.com S Satisfy
  • 60. 3point7designs.com EVERY PAGE NEEDS A Focus / Purpose A Call to Action
  • 61. 3point7designs.com Step 3 Focus Your Site Simple, Clear & Easy
  • 62. 3point7designs.com Less is more
  • 63. 3point7designs.com ACTUALLY... we don’t want options
  • 64. 3point7designs.com Remove anything that is not necessary
  • 65. 3point7designs.com Step 4 Use Persuasion Use Psychology to be Compelling
  • 66. 3point7designs.com Text Social Validation
  • 67. 3point7designs.com 33% INCREASE IN REUSED TOWELS OVER A GENERIC “PLEASE REUSE” “Majority of the guests staying in this room chose to reuse their towels”
  • 68. 3point7designs.com Fear of Loss IS MORE COMPELLING THAN GAIN
  • 69. 3point7designs.com UTILIZE AND HAVE Authority
  • 70. 3point7designs.com Reciprocity OH WHY THANK YOU!
  • 71. 3point7designs.com Lots more to learn
  • 72. 3point7designs.com Learn more from the following books: Buyology Influence Neuro Web Design Landing Page Call to Action Optimization

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