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Tune up your Website

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presentation to Britcham in Hong Kong: …

presentation to Britcham in Hong Kong:
November 26, 2008
Tune up your Website for the Economic Downturn:
don’t lose customers now because your website doesn’t work

Published in: Technology, Business
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  • 1. www.pilot.com.hkTune up your Website for theEconomic Downturndon’t lose customers now because your website doesn’t workTim Hay-EdieNovember 26, 2008
  • 2. www.pilot.com.hkdefine “work”:• content• usability• design• traffic
  • 3. www.pilot.com.hk1. Qualified Traffic
  • 4. www.pilot.com.hktraffic analysis
  • 5. www.pilot.com.hktraffic sources• direct,• search or• referring sites
  • 6. www.pilot.com.hkdirect traffic• business cards• signage• letterhead• brochures• newsletters newsletter graphic• ... S.M.A.R.T.
  • 7. www.pilot.com.hkdirect traffic• newsletters • capturing data • push marketing • return visitors • new referrals
  • 8. www.pilot.com.hkdirect traffic• newsletters • capturing data • push marketing • return visitors • new referrals S.M.A.R.T.
  • 9. www.pilot.com.hksearch traffic• search engine optimisation (SEO)• search engine marketing (SEM)
  • 10. www.pilot.com.hksearch traffic• search engine optimisation (SEO) ✓ meta-tags ✓ keyword relevance ✓ in-bound links• search engine marketing (SEM)
  • 11. www.pilot.com.hksearch traffic• search engine optimisation (SEO) ✓ meta-tags
  • 12. www.pilot.com.hksearch traffic• search engine optimisation (SEO)• search engine marketing (SEM) ‣ Google Adwords ‣ Yahoo Sponsored Search ‣ Baidu
  • 13. www.pilot.com.hkBaidu.com
  • 14. www.pilot.com.hkYahoo.com
  • 15. www.pilot.com.hkGoogle.com
  • 16. www.pilot.com.hkSearch Engine Marketing (SEM) search term organic result paid result
  • 17. www.pilot.com.hkSearch Engine Marketing (SEM)
  • 18. www.pilot.com.hkSearch Engine Marketing (SEM) start / end date target audience location(s) daily budget ad schedule target audience language(s) search / content network
  • 19. www.pilot.com.hkreferring traffic• portals• blogs• news articles• Wikipedia• Linkedin• MySpace (!)
  • 20. www.pilot.com.hkLinkedin
  • 21. www.pilot.com.hk2. Compelling Content
  • 22. www.pilot.com.hkwrite for the web• up-to-date• scan & grab• call to action(s)• focus on the benefits• keep in step with your competitors last updated: 26/11/2008
  • 23. www.pilot.com.hkwrite for the web print• up-to-date• scan & grab• call to action(s)• focus on the benefits• keep in step with your competitors download our brochure
  • 24. www.pilot.com.hk write for the web • up-to-date • scan & grab • call to action(s) • focus on the benefits • keep in step with your competitorsclick here for more... make an enquiry BUY NOW !
  • 25. www.pilot.com.hkwrite for the web• up-to-date• scan & grab• call to action(s)• focus on the benefits• keep in step with your competitorsturn your website into your best salesman...
  • 26. www.pilot.com.hkwrite for the web• up-to-date• scan & grab• call to action(s)• focus on the benefits• keep in step with your competitors who are your competitors?
  • 27. www.pilot.com.hkwrite for the web• keep in step with your competitors
  • 28. www.pilot.com.hk3. Usability
  • 29. www.pilot.com.hkusabilityIn the context of a website...how efficiently a user can perform self-set tasks what the hell?
  • 30. www.pilot.com.hkusability• what are your objectives?• what does the visitor want?• organise your information• follow convention• conceptual testing• technical testing• content & design• defer to the analytics
  • 31. www.pilot.com.hkexample: usability blueprint Shama blueprint is a 40 page document. We prepare a detailed blueprint before each development
  • 32. www.pilot.com.hkexample: usability blueprint newsletter newsletter registration confirmation name name email email country country interests interests 1. 1. 2. 2. 3. 3. 4. 4. thank you X i want to receive the newsletter X i want to receive the newsletter X i want to receive other promotions X i want to receive other promotions you will receive your newsletter soon. data privacy code terms of membership submit confirm close
  • 33. www.pilot.com.hkusability• what are your objectives?• what does the visitor want?• organise your information• follow convention• conceptual testing• technical testing• content & design• defer to the analytics
  • 34. www.pilot.com.hkexample: browser problem
  • 35. www.pilot.com.hkusability• what are your objectives?• what does the visitor want?• organise your information• follow convention• conceptual testing• technical testing• content & design• defer to the analytics
  • 36. www.pilot.com.hkexample: funnel visualisation
  • 37. www.pilot.com.hk4. Design
  • 38. www.pilot.com.hkDesign 101• keep it simple• keep it clean• keep it light (for page load speed)• (keep it legal) Jacob Neilsen useit.com
  • 39. www.pilot.com.hkthank you...

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