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
3point7designs.com




Have a website?
3point7designs.com




Know how well it
   performs?
3point7designs.com




    Will be
 redesigning /
updating soon?
3point7designs.com




  You are no
 match for my
“web strategy”
3point7designs.com




What is Web
 Strategy?
3point7designs.com




WEB STRATEGY: STEP 1

1.Obtaining Traffic
                 Turning Browsers into Users
3point7designs.com




WEB STRATEGY: STEP 2

     2. Converting
                 Turning Users into Customers
3point7designs.com




WEB STRATEGY: STEP 3

    Satisfy & Retain
              Turning Customers into Clients
3point7designs.com




WEB STRATEGY: STEP 4

 Monitor & Improve
         Increase traffic, conversions and customers
3point7designs.com




OUR FOCUS TODAY
Converting Users
              Browsers

              Users
            Customers
...
3point7designs.com




Why focus on
conversions?
3point7designs.com




Increases of 100%
   OR MORE
3point7designs.com




A Common Approach
to Website Planning...
  (and how it needs to be improved)
3point7designs.com




      “Let’s redesign
     our website, what
     should be on it?”
CHIEF MARKETING OFFICER
3point7designs.com




     “Lets put up
    employee bios!”


THE WEBSITE COMITY
3point7designs.com




   “Lets put up job
    opportunities”

HUMAN RESOURCES
3point7designs.com




      “I want to talk
         about the
     company history”
CHIEF MARKETING OFFICER
3point7designs.com




 “My son uses
facebook, lets
include that!”
3point7designs.com




  “My son likes
Scoobie Doo and
   he uses the
internet all day”
3point7designs.com




     “Why don’t we
      add movies!”


THE WEBSITE COMITY
3point7designs.com




“Marketing wants
 to gather lots of
  data, make the
   forms long!”
3point7designs.com




  “Let’s have some
sweet animation and
    lots of fire!”
3point7designs.com




 “blah blah blah
blah blah blah...”
3point7designs.com
3point7designs.com




The problems
3point7designs.com




PROBLEM NUMBER 1




NO           Empathy
             Understanding
3point7designs.com




 PROBLEM NUMBER 2
NO THOUGHT FOR:
             The Decision Making Process
             Persuasion ...
3point7designs.com




COMPLETELY
Subjective
3point7designs.com




INCORRECT
Focus
3point7designs.com




  Step 1
Know your Users
      Goals
      Ambitions
      Tasks
      Motivators
      Personality...
3point7designs.com




         DO RESEARCH THEN
     Create Personas
“   A ‘thumbnail’ description of a type of person. A...
3point7designs.com




“ Everything you
 think you know
 about the user is
 probably wrong
                      ”
3point7designs.com




“ The users aren’t who
  you think they are. ”
3point7designs.com




“ They do things
  differently than you think ”
3point7designs.com




“ They have different
 reasons for need your
 product than you think ”
3point7designs.com




                ?
 WHAT
Questions do they
need answered
3point7designs.com




WHAT
tasks are they trying
  TO ACCOMPLISH         ?
3point7designs.com




WHAT
MOTIVATES

THEM        ?
3point7designs.com




  Step 2
Know How We Make
Decisions
  Attention / Interest
  Desire / Action /Satisfy
3point7designs.com




A
Attention /
Awareness
3point7designs.com




People have to know
about your site to get
    to your site
3point7designs.com




I
Interest
3point7designs.com




 get users to
SELF SELECT
3point7designs.com




    This website...
understand my problem
3point7designs.com




  This website...
has MY solution
3point7designs.com




D
Desire
3point7designs.com




   Research
   Compare
THE STAGES OF DESIRE
   Get Details
   Customize
3point7designs.com




A
Action
3point7designs.com




Get out of the
 visitors way
3point7designs.com




Make it easy
3point7designs.com




Make it feel safe
3point7designs.com




   E-COMMERCE
Changing the words “Register” to “Continue”
   caused an increase of $300,000,000
3point7designs.com




S
Satisfy
3point7designs.com




EVERY PAGE NEEDS
  A Focus / Purpose
  A Call to Action
3point7designs.com




  Step 3
Focus Your Site
     Simple, Clear & Easy
3point7designs.com




 Less
  is
more
3point7designs.com




ACTUALLY...
  we don’t want options
3point7designs.com




Remove anything that
  is not necessary
3point7designs.com




Step 4
Use Persuasion
  Use Psychology to be
  Compelling
3point7designs.com




    Text

  Social
Validation
3point7designs.com




    33% INCREASE IN REUSED TOWELS
    OVER A GENERIC “PLEASE REUSE”

“Majority of the guests stayin...
3point7designs.com




Fear of Loss
     IS MORE COMPELLING THAN GAIN
3point7designs.com




UTILIZE AND HAVE   Authority
3point7designs.com




      Reciprocity
OH WHY THANK YOU!
3point7designs.com




Lots more to learn
3point7designs.com




Learn more from the
following books:
Buyology           Influence
Neuro Web Design   Landing Page
Ca...
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Web Strategy Keynote, Ross Johnson, Oct 7, 09

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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.

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Web Strategy Keynote, Ross Johnson, Oct 7, 09

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

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