3 Things You Need to Know for Your Website to Succeed
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"3 Things You Need To Know For Your Website To Succeed" - ...

"3 Things You Need To Know For Your Website To Succeed" -
What you MUST address to give you new website a fighting chance.

This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :)

Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history

Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king

Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

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  • Full Name Full Name Comment goes here.
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  • thnx^^
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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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3 Things You Need to Know for Your Website to Succeed Presentation Transcript

  • 1. 3 ThingsWebsite To To KnowFor Your You Need Succeed
  • 2. Introduction
  • 3. Hi!My name isMike Darnell.I was born in 1974My 1st job wasmodeling underwear& Roman toys
  • 4. My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM… Web: Cnngo, Vertu, Playboy…Is your websitetargeting and engaging prospects?
  • 5. Where we dobusiness
  • 6. The Fun Bit
  • 7. Introducing theIDEALWebsite!!!
  • 8. Make Me Rich Click Here…
  • 9. Every step you move away from it isCOSTING YOU MONEY
  • 10. Care to guess how much?
  • 11. 100 Click 70 Click 49 Click 34 Click 24 Click…Every click required to reach your goal“costs” you 30% of your visitors
  • 12. When building your site you want toensure you’re staying as close to the “Ultimate Website” as possible
  • 13. To do this you only need to know3 Things:
  • 14. .1.What are yourwebsite’s goals?
  • 15. .2. How do your“Funnels” serve your goals?
  • 16. .3.How are you measuring success?
  • 17. What are yourwebsite’s Goals?
  • 18. Specific MeasurableGoal Attainable Realistic Timely
  • 19. • Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements andSpecific constraints apply • How will I know it’s done? • Why is this important ? What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
  • 20. This is easierthan you think because…
  • 21. …The constraintsof the paradigm are set and constant:
  • 22. Ultimately your website has only 1 goal:Helping you make MONEY
  • 23. Your audience is:Selfish, Self Centered, Lazy, & Suspicious …and they’d rather be on Facebook
  • 24. Your website isjudged within4-11 secondsEvery click costs you30% of youraudience
  • 25. Specific MeasurableGoal Attainable Realistic Timely
  • 26. • Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements andSpecific constraints apply • How will I know it’s done? • Why is this important ? What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
  • 27. You MUST know how your websitehelps your business make MONEY
  • 28. This is muchsimpler than you might thinkBECAUSE…
  • 29. There are ONLY 3 financial modelsfor all the websites in the world
  • 30. Care to guesswhat they are?
  • 31. Sales
  • 32. $34.2 Bn (2010)
  • 33. LeadGeneration
  • 34. +$50/lead
  • 35. Advertising
  • 36. 3 rd quarter 2011earnings = $10 Bn
  • 37. Which of thesemodels matchesyour business?
  • 38. Never forget:Your website’s goalis a BUSINESS goalIt’s derived from how you’ve always run your business
  • 39. There’s nothing new under the sun
  • 40. Running agood business isn’t aboutTechnology
  • 41. It’s aboutPeople
  • 42. Successful businesses know why their clientsseek them out and never stop working hard to capitalize on these understandings
  • 43. How do yourfunnels serve your goal?
  • 44. What’s a Funnel?
  • 45. A Funnel =A route to yourwebsite’s goals
  • 46. It begins wherever your prospect first saw you,and ends at your goal
  • 47. Google,Facebook, Email, Business card Homepage Tout page Goal
  • 48. What we dream our funnel looks Google, Facebook, like Email,Meeting, etc. Homepage Tout page Goal
  • 49. Cute, optimistic and MYTHICAL…
  • 50. Google,Facebook, Email, Meeting, etc. Homepage Tout page Goal What our funnel really looks like
  • 51. Every step in your funnel COSTS YOU MONEY…
  • 52. …Because every clicken-route to your goal costs you 30% of your traffic
  • 53. CUTSTUFF OUT
  • 54. LESS ISMORE
  • 55. Remembers this? Yahoo!New year’s eve 1998
  • 56. Online EMPIRES are born ofDISRUPTIVEFUNNELS…
  • 57. Amazon then…
  • 58. …And now
  • 59. How do you plan your funnels?
  • 60. • Enabling a user to .1. buy my products • Enabling a user to fill in a lead form • Enabling a user to Define goals book a ticket oras something your reservation users should • Enabling a user to lodge a complaint DO and/or get support • Etc…
  • 61. .2. Understand your user’smindset and requirements
  • 62. .3. List the measures needed toaddress your user’s mindset so they can achieve your goals
  • 63. .4.Plan the fastest routes from your goal to addressing your user’s mindset
  • 64. .5. Create your website’scontent and functionalityonly to serve this process
  • 65. Optimal FunnelTraffic Goalsource
  • 66. RealisticTrafficsource Minimal Funnel Homepage Goal on homepage
  • 67. Example
  • 68. Hi!I’m Mike Pellatt -President of ICMS AsiaWe’re SEA’s leadingIndustrial ConstructionProject ManagementcompanyOur business is buildingfactories like this one:
  • 69. Our clients choose us because they understand we can be trusted to deliver complex projects on time, on spec, and at an outstanding level of execution
  • 70. The engagement tobuild a factory likethat is closed in face-to-face meetingsThe goal of mywebsite is to ensure Iget the leads togenerate thesemeetings
  • 71. TRAFFIC My Optimal SOURCESGoogle search, Meeting, Funnel: Tradeshow GOAL Homepage Generate a qualified lead
  • 72. GOALGenerate a qualified lead For me to achieve my goal my prospects first need to know WE EXIST…
  • 73. To enable prospects to findme I invest in ensuring mywebsite is ranked well forrelevant Key Phrases like: “Industrial Construction Project Management“
  • 74. GOALGenerate a qualified lead I knowfrom experience that fora meeting to happen myprospects also need toknow:• Who we are• What we do• Why they can trust us• How to contact us
  • 75. That’s why myhomepagelooks like this:
  • 76. Who we are
  • 77. “Services” explains What we do
  • 78. “Success Stories” are3rd party validation that explains Why they can trust us
  • 79. How to contact us + Call-to-Action
  • 80. Every page onmy websiteserves only onepurpose:Getting viableleads to contactmy company…
  • 81. …so ourcontact detailsappear on allof them
  • 82. I’ve explainedthe logic behindmy websiteNOW YOUTRY IT!!!
  • 83. Workshop Time!
  • 84. Download at:http://kuku.nu/websitegoalsheetNote capitalization!!!
  • 85. Download at:http://kuku.nu/websitegoalsheetNote capitalization!!!
  • 86. Download at:http://kuku.nu/websitegoalsheetNote capitalization!!!
  • 87. Download at:http://kuku.nu/websitegoalsheetNote capitalization!!!
  • 88. Terms andTop Products/ Testimonials/ Case studies/ Download at: Conditions Privacy Policy Sitemap (bottom (bottom (bottomLevel/Page Home Services References FAQ/Support Blog http://kuku.nu/WebsitePlanner Retailers Contact us menu) menu) menu)Sub Category Note capitalization!!!PageDescriptionGoals thispagesaddressesMethods bywhich thepageaddresses thegoalsLocation oftext (Googledoc URL)Location ofimages(Picasa URL)Location ofadditionalassets (Video= YoutubeURL,Presentation= SlideshareURL, etc)Comments
  • 89. Before we move on…
  • 90. …5 tips that will save youheartache, aggravation, and money:
  • 91. .1.Register your own domain Buy your own hosting Setup your own emails
  • 92. .2.If youre payingpeanuts youre probably working with monkeys
  • 93. .3. "Stand onthe shoulders of giants" Use popular open source solutions & avoid custom development
  • 94. .4. Launch your site as soon as itpasses a MINIMAL sanity check Do changes and adjustments later…
  • 95. .5. A website is a voyage,not a destination Collect feedback,and schedule updatesas a matter of routine
  • 96. …Which brings us to our last point:
  • 97. How do you evaluate your Website?
  • 98. Greatwebsites…
  • 99. …are constantly improving
  • 100. They do it based onHARD DATA …and not intuition
  • 101. It begins withasking questions…
  • 102. Why are people coming to your website?
  • 103. To expand their knowledge? To evaluate your offering? By Mistake?To solve a problem?
  • 104. What do they thinkabout your website?
  • 105. Are theyinterested andexcited aboutyour offerings?
  • 106. Make a list of questions and keep adding to it always
  • 107. Getting answers to your questions is easy…
  • 108. ASK THEM!
  • 109. Collectingfeedback is as easyas publishing a poll on your site
  • 110. Services like Polldaddyand Surveymonkey areexcellent tools designed tomeet this precise need
  • 111. Customer service and support sites like GetSatisfactionand UserVoice are designed to help you collect,address, and document feedbackFor as little as $19/month you can provide supporton par with these guys:
  • 112. You also need to start collecting data
  • 113. Google Analytics are to your website,what your accounting is to your finances You can’t make gooddecisions without this data!
  • 114. What you need to look at:
  • 115. Where are peoplecoming from and how?Does the data matchthe behavior of likely prospects?
  • 116. What are peoplelooking at and doing?Are they doing whatyou want them to? HOW OFTEN?WHAT PERCENTAGE?
  • 117. Are things improving over time? HOW SO? WHY?
  • 118. It’s a long drive,but “Practice makes Perfect”
  • 119. Conclusion
  • 120. We’ve “Been in Business” longer than our written history records
  • 121. All businessesare the same
  • 122. They sell stuff
  • 123. All Marketingis the same
  • 124. Convincing,but not profitable…
  • 125. What makesyours special?
  • 126. ?
  • 127. YOUare the only thing that’s special about your business
  • 128. People don’t Remember:remember facts,figures and features,but a good story willremain with them fora long timeUse your unique storyto weave togetheryour website goals andaudiences and you’rewell on your way toSUCCESS
  • 129. Questions?
  • 130. Homework: Complete theworksheets provided
  • 131. See you here on the 9 th of February.Please consider attending our meeting as well.
  • 132. Thanks! …I’m at mi@vimi.co Mike