www.pilot.com.hkTune up your Website for theEconomic Downturndon’t lose customers now because your website doesn’t workTim...
www.pilot.com.hkdefine “work”:•   content•   usability•   design•   traffic
www.pilot.com.hk1. Qualified Traffic
www.pilot.com.hktraffic analysis
www.pilot.com.hktraffic sources•   direct,•   search or•   referring sites
www.pilot.com.hkdirect traffic•   business cards•   signage•   letterhead•   brochures•   newsletters                     ...
www.pilot.com.hkdirect traffic•   newsletters     •   capturing data     •   push marketing     •   return visitors     • ...
www.pilot.com.hkdirect traffic•   newsletters     •   capturing data     •   push marketing     •   return visitors     • ...
www.pilot.com.hksearch traffic•   search engine optimisation (SEO)•   search engine marketing (SEM)
www.pilot.com.hksearch traffic•   search engine optimisation (SEO)     ✓ meta-tags     ✓ keyword relevance     ✓ in-bound ...
www.pilot.com.hksearch traffic•   search engine optimisation (SEO)     ✓ meta-tags
www.pilot.com.hksearch traffic•   search engine optimisation (SEO)•   search engine marketing (SEM)     ‣ Google Adwords  ...
www.pilot.com.hkBaidu.com
www.pilot.com.hkYahoo.com
www.pilot.com.hkGoogle.com
www.pilot.com.hkSearch Engine Marketing (SEM)              search term               organic result   paid result
www.pilot.com.hkSearch Engine Marketing (SEM)
www.pilot.com.hkSearch Engine Marketing (SEM)                 start / end date                                            ...
www.pilot.com.hkreferring traffic•   portals•   blogs•   news articles•   Wikipedia•   Linkedin•   MySpace (!)
www.pilot.com.hkLinkedin
www.pilot.com.hk2. Compelling Content
www.pilot.com.hkwrite for the web•   up-to-date•   scan & grab•   call to action(s)•   focus on the benefits•   keep in st...
www.pilot.com.hkwrite for the web                                           print•   up-to-date•   scan & grab•   call to ...
www.pilot.com.hk    write for the web    •   up-to-date    •   scan & grab    •   call to action(s)    •   focus on the be...
www.pilot.com.hkwrite for the web•   up-to-date•   scan & grab•   call to action(s)•   focus on the benefits•   keep in st...
www.pilot.com.hkwrite for the web•   up-to-date•   scan & grab•   call to action(s)•   focus on the benefits•   keep in st...
www.pilot.com.hkwrite for the web•   keep in step with your competitors
www.pilot.com.hk3. Usability
www.pilot.com.hkusabilityIn the context of a website...how efficiently a user can perform self-set tasks                  ...
www.pilot.com.hkusability•   what are your objectives?•   what does the visitor want?•   organise your information•   foll...
www.pilot.com.hkexample: usability blueprint                               Shama blueprint                               i...
www.pilot.com.hkexample: usability blueprint                 newsletter                           newsletter              ...
www.pilot.com.hkusability•   what are your objectives?•   what does the visitor want?•   organise your information•   foll...
www.pilot.com.hkexample: browser problem
www.pilot.com.hkusability•   what are your objectives?•   what does the visitor want?•   organise your information•   foll...
www.pilot.com.hkexample: funnel visualisation
www.pilot.com.hk4. Design
www.pilot.com.hkDesign 101•   keep it simple•   keep it clean•   keep it light (for page load speed)•   (keep it legal)   ...
www.pilot.com.hkthank you...
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Tune up your Website

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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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Tune up your Website

  1. 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. 2. www.pilot.com.hkdefine “work”:• content• usability• design• traffic
  3. 3. www.pilot.com.hk1. Qualified Traffic
  4. 4. www.pilot.com.hktraffic analysis
  5. 5. www.pilot.com.hktraffic sources• direct,• search or• referring sites
  6. 6. www.pilot.com.hkdirect traffic• business cards• signage• letterhead• brochures• newsletters newsletter graphic• ... S.M.A.R.T.
  7. 7. www.pilot.com.hkdirect traffic• newsletters • capturing data • push marketing • return visitors • new referrals
  8. 8. www.pilot.com.hkdirect traffic• newsletters • capturing data • push marketing • return visitors • new referrals S.M.A.R.T.
  9. 9. www.pilot.com.hksearch traffic• search engine optimisation (SEO)• search engine marketing (SEM)
  10. 10. www.pilot.com.hksearch traffic• search engine optimisation (SEO) ✓ meta-tags ✓ keyword relevance ✓ in-bound links• search engine marketing (SEM)
  11. 11. www.pilot.com.hksearch traffic• search engine optimisation (SEO) ✓ meta-tags
  12. 12. www.pilot.com.hksearch traffic• search engine optimisation (SEO)• search engine marketing (SEM) ‣ Google Adwords ‣ Yahoo Sponsored Search ‣ Baidu
  13. 13. www.pilot.com.hkBaidu.com
  14. 14. www.pilot.com.hkYahoo.com
  15. 15. www.pilot.com.hkGoogle.com
  16. 16. www.pilot.com.hkSearch Engine Marketing (SEM) search term organic result paid result
  17. 17. www.pilot.com.hkSearch Engine Marketing (SEM)
  18. 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. 19. www.pilot.com.hkreferring traffic• portals• blogs• news articles• Wikipedia• Linkedin• MySpace (!)
  20. 20. www.pilot.com.hkLinkedin
  21. 21. www.pilot.com.hk2. Compelling Content
  22. 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. 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. 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. 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. 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. 27. www.pilot.com.hkwrite for the web• keep in step with your competitors
  28. 28. www.pilot.com.hk3. Usability
  29. 29. www.pilot.com.hkusabilityIn the context of a website...how efficiently a user can perform self-set tasks what the hell?
  30. 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. 31. www.pilot.com.hkexample: usability blueprint Shama blueprint is a 40 page document. We prepare a detailed blueprint before each development
  32. 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. 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. 34. www.pilot.com.hkexample: browser problem
  35. 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. 36. www.pilot.com.hkexample: funnel visualisation
  37. 37. www.pilot.com.hk4. Design
  38. 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. 39. www.pilot.com.hkthank you...

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