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Design For Conversion Part 1
 

Design For Conversion Part 1

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    Design For Conversion Part 1 Design For Conversion Part 1 Presentation Transcript

    • Design for ROI
      Internet Marketing: Part 1
    • introduction
      Almost every business, regardless of size, will make an investment to have a presence on the web.
      This investment needs to provide that business with an expected return, whether it’s lead generation, branding, or E-Commerce.
      Ask yourself two questions:
      • Have you ever visited a website and clicked off within five seconds?
      • Did that organization’s website do it’s job?
    • introduction
      Charlotte
      Based Team
    • Site Design
      There are multiple elements that will make up an effective Internet Marketing campaign
      Internet marketing
    • Why is design important?
      Design for ROI
    • TIME IS CRITICAL
      Latest statistics show that 86% of your website visitors will take action within 5 seconds of landing on your homepage. They will either:
      • Bounce off for a competitor
      • Click to engage the website and view subpages
      • Contact via phone or form
    • Define design
      Most of the world views design as the images and the colors. Clients often focus design questions on how it looks.
      This is very important. Your site needs to represent your organization the right way. The look must identify with and remain consistent with your overall brand and identity.
      - HOWEVER -
      When speaking about “design”, even more important than the images and colors is the “architecture”.
      Have you ever gone to a company’s website to get the phone number?
      Could you find it?
      Did you have to dig?
      Did you get frustrated?
    • Design or structure?
    • Two types
      Sitemap Structure
      Page Content
      Just like a house, you can have beautiful décor
      that looks great, but the layout may not make sense.
      A poorly laid out website will not achieve your goals.
      Sitemap dictates what pages will lead to the others.
      By rule, any page should be able to be accessed by any other page within 3 clicks.
    • Every website and business is different in their goals:
      Brochure Site:
      Dedicated to simply providing information and exposure.
      Product Catalog:
      Dedicated to highlighting products / services and generating new leads.
      E-Commerce:
      Dedicated to generating revenue through clients
      making purchases online.
      What is your goal?
    • “All online efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”
      What is conversion?
      When a general site VISITOR becomes a LEAD or a SALE
    • What are you investing into your website?
      TIME
      MONEY
      Website cost
    • Get me there quick!!
      Design for ROI
    • behavior
      We are all much less patient online than ever before
      • We want our information fast
      • We want our search results fast
      • We don’t want to spend time “digging”
      • “Give me what I’m looking for quickly & efficiently”
    • behavior
      Internet Usage Study conducted by Equation Research on 1500 consumers (February 2010)
      • Average shopper expects pages to load in 2 seconds or less
      • This is down from 4 seconds in 2006
      • After 3 seconds, up to 40% will abandon your website
      • 75% of online consumers left for a competitor’s site rather than suffer delays
      • 88% of online consumers are less likely to return to a site after a bad experience
      • Almost half expressed a less positive perception of the company overall after a single bad experience
    • behavior
      Even the biggest players experience our need for online speed….
      Microsoft’s Bing conducted its own study to measure the impact of delay on performance.
      A mere two-second delay led to a 1.8% drop off in queries, a 3.75% reduction in clicks, more than a 4% loss in satisfaction and, most importantly, a 4.3% loss in revenue per visitor.
      Considering the traffic Bing generates, that’s a significant amount of business lost.
    • The Important Elements
      Design for ROI
    • Key elements
    • TIME IS CRITICAL
      Latest statistics show that 86% of your website visitors will take action within 5 seconds of landing on your homepage. They will either:
      • Bounce off for a competitor
      • Click to engage the website and view subpages
      • Contact via phone or form
    • WHY DO THEY BOUNCE?
      Too much text:
    • WHY DO THEY BOUNCE?
      Too link heavy
      Confusing
      113 Homepage Links
    • How Do I Avoid the Bounce?
      Design for ROI
    • User driven navigation
      Decide to target either the type of visitor or the product / service that they seek.
      LET
      Offer a clear path:
      “If you are looking for X, click here”
      “If you are a Y, click here”
      ME
      GUIDE
      YOU
    • Before / after
    • Breadcrumbs / structure
      Many sites will run into “Dead Ends” within their navigation and page structure.
      Make sure that the user always has an easy way to return to a main area.
      Layout the site with “ease of navigation” in mind
    • Breadcrumbs / structure
      Breadcrumbs
    • Breadcrumbs / structure
      Dead Ends / Poor Structure
    • Breadcrumbs / structure
      Dead Ends / Poor Structure
    • Clean Homepage
      Avoid Clutter
    • Call to action
      Guide the visitor to become a lead or sale
    • Call to action
    • summary
      • Guide them immediately
      • Fast & efficient direction
      • Specialized sections
      • Guide the visitor
      • Contact info on all pages
      • Offer multiple ways
      • Focus on architecture
      • Avoid “Dead Ends”
      • Adhere to 3 click rule
      • Keep homepage light
      • Categorize
      • Avoid clutter and links
    • Thank you
      Web Full Circle
      Ken Widger
      704-222-8315
      ken.widger@webfullcircle.com