Swedish ecc, the strategy behind the website
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Swedish ecc, the strategy behind the website

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Konsument Europa The strategy behind the website

Konsument Europa The strategy behind the website
Peter Ljunglöf
Senior Web Strategist

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Swedish ecc, the strategy behind the website Swedish ecc, the strategy behind the website Presentation Transcript

  • ECC Sweden Konsument Europa The strategy behind the website Peter Ljunglöf Senior Web Strategist
  • Important parts in the development • • • • The purpose – the WHY Focus on what’s important - simplify Know your visitors Eliminating uncertainties – don’t make me think! • Develop constantly – evolution, not revolution • Measure everything you do! • SEO – take control of your terms
  • Goal analysis, requirements and anchoring The Design Process Prototyping Design profile Web design Implementation
  • Doing business on internet Contribute to making profit Improve customer relationships Strengthen the company brand
  • Doing business on internet To get users to do what YOU want them to do on your site. And get them to enjoy doing it…
  • It says here: Internet is the future of business. We have to be on the Internet. Why? It doesn’t say.
  • It says here: Social media is the future of business. We have to be on Social media. Why? It doesn’t say.
  • It says here: Facebook is the future of business. We have to be on Facebook. Why? It doesn’t say.
  • Website’s purpose User needs Organizatio n objectives Good business!
  • Now, what is a conversion?
  • Well, what’s in it for us then? Is there a usability ROI?
  • Usability ROI How much do you have a possibility to earn by increasing the usability part of the development phase from 5 percent of the development budget to 10 percent? NielsenNormanGroup
  • Usability ROI Average increase in conversions of established KPIs: 83 percent! (2003: 135 percent) Source: Usability Return on Investment (2011)
  • The purpose
  • Primary purpose? Secondary purpose?
  • The question is: What is really important on your website?
  • Hard focus! Perceived simplicity Guided creativity
  • Get to know your visitors!
  • WHO is going to visit the web site? WHY are they visiting the web site? WHAT are they doing? WHEN are they visiting the web site? HOW are they visiting?
  • Eliminate the insecurity
  • Don’t make me think! Don't Make Me Think! A Common Sense Approach to Web Usability Steve Krug (ISBN: 9780321344755)
  • Eliminate uncertainties 1. Be consistent – the power of recognition • • Design Develop your content strategy      Terminology Headers Subheaders Relevance Content style and language
  • Eliminate uncertainties 2. Help the visitor to conversion • • Help them understand the next step Clear triggers
  • Develop constantly
  • Measure!
  • Analyze!
  • The four steps to improvements Identify Execute Reasons Plan
  • You are the doctor! 1. 2. 3. 4. Identify symptoms Reasons for symptoms Finding a cure Heal
  • SEO
  • Take control over that digital discussion!
  • Four primary tips to website owners: 1. 2. 3. 4. Measure everything! Listen to your customers. Develop all the time! Think evolution, not revolution. Never be fully satisfied.
  • Good luck! Peter Ljunglöf Senior Web Strategist