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Web Strategy Workbook - 3.7 Designs.pptx

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Web Strategy Workbook - 3.7 Designs.pptx

  1. 1. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook W E B S T R A T E G Y Web Strategy Workbook
  2. 2. Table of contents This document serves two purposes. First, it captures a shared understanding of your objectives, target audience, and competitors. Second, it outlines our recommendations on how to approach your website to achieve the defined objectives. Smarter design thinking. Better digital results. | www.37designs.com WEBSITE STRATEGY User Models Fictional representations of your target audience with insight into their motivations and thought processes. 02 Business Objectives + KPIs What does success look like, and how do we measure it? 01 Competitive Analysis How should we position you against your competitors? 03 Brand Strategy Brand tone, primary messaging, key takeaways. 04 Call to Action Strategy How do we inspire action at all stages of the buyers' journey? 05 Sitemap Labeling and organization of your content for clarity and ease of use. 06 Page and Workflow Strategy Our recommended approach for critical pages and ideal user flow for nurturing conversion. 06
  3. 3. Business Objectives Start with the end in mind. You can’t plan an efficient route if you don’t know where you want to go, and you can’t manage what you don’t measure. Let’s start by defining why this website exists, how we can measure success, and set measurable goals. Smarter design thinking. Better digital results. | www.37designs.com 01
  4. 4. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Why does this website exist? 01. BUSINESS OBJECTIVES Objective Type KPI(s) Baseline Target SMART - Specific, Measurable, Actionable, Relevant, and Time bound Lead, sale, email capt. etc How are you going to measure success? Where are you at now? What’s your goal? 1 2 3 4
  5. 5. User Models Your target audience decides if your website is successful or not, they choose to stay on your site or visit a competitor. The most successful websites understand the motivations and psychology of the target audience and use design to engage and nurture them along the buyers' journey. Smarter design thinking. Better digital results. | www.37designs.com 02
  6. 6. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Job to be done. Functional problem to solve… Why is that important? Why is that important? Why is that important? Why is that important? Why is that important? I need a new car My current car is getting old and is unreliable I need to take my kids to daycare and get to work everyday without worrying about my car Having a safe care means I’m doing what I can to keep my kids safe My kids are one of the most important aspects of my life I want to be a good parent Be a better parent. E X A M P L E Jobs to be done statements 02. USER MODELS
  7. 7. Persona Name Persona role Smarter design thinking. Better digital results. | www.37designs.com As a role when I am in a situation I want to motivation so I can achieve an outcome . As a father in a family of four, when I am having a busy weekend with the kids, I want to safely and quickly get from place to place while having fun, so I can spend quality time with my family while keeping them safe. E X A M P L E
  8. 8. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Understanding the buyers journey Evaluation Intent Consideration Motivation Awareness Interest Purchase I visit news sites that run Google Ads I’m doing Google searches I’m on Facebook. I’m searching for product numbers I know the industry jargon I’m a laymen, I search for the wrong terms Buyer journey maps 02. USER MODELS Every “buy” starts with a realization of need and ends with a decision. Our goal is to understand this entire journey.
  9. 9. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Consideration Motivation Awareness Decision Problem aware Researching and identifying possible solutions Considering and narrowing down the best solution Getting ready to much an initial choice 3 Stages of the buyers journey 02. USER MODELS
  10. 10. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Who are we targeting and with what priority? 02. USER GROUPS Audience Group Category Notes Persona title Prospect, Reseller, ETC General description of this audience group 1 2 3 4
  11. 11. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Top Pages 02. USER MODELS Page Pageviews Avg. time on pg Entrances Bounce rate Exits 1 2 3 4 5 6 7 8 9 1 0 Analysis The product and service pages are highly trafficked, many of them being the entrance page for a significant portion of total views. Generally they have an average bounce and exit rate demonstrating there is room for improvement. A significant portion of users are not taking next steps and leaving from these pages. Resources, webinars, and industries receive less interest (many in 20 - 50 most interacted pages range) which demonstrates an opportunity to better promote them. Analyzed over a 12 month period Recommendations …
  12. 12. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Top Sections 02. USER MODELS Page Pageviews Avg. time on pg Entrances Bounce rate Exits 1 2 3 4 5 6 7 8 9 1 0 Analysis … Analyzed over a 12 month period Recommendations …
  13. 13. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Behavior Flow 02. USER MODELS Analysis … Analyzed over a 12 month period Recommendations …
  14. 14. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Search terms 02. USER MODELS Term Unique Searches 1 2 3 4 5 6 7 8 9 10 Analysis … Analyzed over a 12 month period Recommendations …
  15. 15. Smarter design thinking. Better digital results. | www.37designs.com 0.54% Overall conversion rate 548 Total conversion in 12 months 55% Of conversions came through Google 300 Blog contact-us 142 Footer form fills 22% Of conversions were direct visits 47 Email Sign-ups 15 Linkedin conversions 41 jmodelica.org conversions 3 Conversions 02. USER MODELS Analyzed over a 12 month period Analysis …
  16. 16. Dane Skyler Director of Marketing Smarter design thinking. Better digital results. | www.37designs.com 02.01 As a <role> when I am <in a situation> I want to <motivation> so I can <achieve an outcome>.
  17. 17. Smarter design thinking. Better digital results. | www.37designs.com Quote that will be one or more lines depending on how much space it takes, etc… “ Greg Leandre Persona type Biography Greg’s bio and general information will go here. Goals i.e. career success, complete a project, etc… Pain Points i.e. it’s hard to get leadership approval… Age Gender Location Family Education Occupation Technical Competency
  18. 18. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Empathy Map 03. BUYER MODEL Emotional Motivators Anxieties Logical Thoughts Feelings Succeed in life Stand out from the crowd Enjoy a sense of well being Have confidence in the future Feel a sense of freedom Feel a sense of thrill Feel a sense of belonging Protect the environment Be the person I want to be Feel secure Thought bubble goes of thoughts go here and whatnot…. Thought bubble goes of thoughts go here and whatnot…. Thought bubble goes of thoughts go here and whatnot…. Thought bubble goes of thoughts go here and whatnot…. https://hbr.org/2015/11/the-new-science-of-customer-emotions Greg Leandre Persona type Fatigue Security Trust Pride This could reflect poorly on me How can I tell if a company can actually deliver or just has a polished sales process? I don’t want to damage the progress we’ve made Can I find an agency that actually understands what we do? Can I find an agency that actually understands what we do?
  19. 19. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Empathy Map (feeling bank) 03. BUYER MODEL Contempt Anger Rejection Disinterest Discomfort Disrepute Discontent Insecurity Dread Dismay Fear Hesitation Sorrow Embarrassment Depression Fatigue Security Contentment Worth Serenity Trust Attraction Admiration Amazement Energy Confidence Pride Joy Interest Acceptance Kindness Loyalty
  20. 20. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Logic Map 03. BUYER MODEL What do they want to know? About your offering … About your company … About logistics … What is the decision criteria? … How does your product / service uniquely and best solve their problem(s)? … Common objections … Alternative options … Greg Leandre Persona type
  21. 21. Smarter design thinking. Better digital results. | www.37designs.com Client Name Website Strategy Last updated 02/21/2022 21 / XX Delight Awareness Consideration Decision My thoughts… My thoughts… My thoughts… My thoughts… My thoughts… My thoughts… What triggers the journey? … Goal of this stage … What moves them to the next stage? … Happening at this stage: … Goal of this stage … What moves them to the next stage? … Happening at this stage: … Goal of this stage … What moves them to the next stage? … Happening at this stage: … Why makes them brand advocates? … Why do they refer your business to others? … 3 Buyer Journey Map 03. BUYER MODEL My thoughts… My thoughts… Greg Leandre Persona type
  22. 22. Smarter design thinking. Better digital results. | www.37designs.com Client Name Website Strategy Last updated 02/21/2022 22 / XX 3 Website Task Analysis 03. BUYER MODEL Darcey Lorraine Persona Type Top Tasks … Top Pages / Sections … Conversion Point(s) … User Flow(s) 1 Description of user flow… Homepage Homepage Homepage Homepage Homepage Homepage
  23. 23. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Social Proof We assume the actions of others in new or unfamiliar situations. Authority We have a strong tendency to comply with authority figures. Reciprocation We feel obliged to give when we receive. Revenge People repay in kind. Commitment & Consistency We want to appear consistent with our stated beliefs and prior actions and value this quality in others. Liking We prefer to say yes to the requests of someone we know and like. Positive Mimicry We subconsciously and automatically imitate other peoples behavior. Cognitive Dissonance When we do something that is not in line with our beliefs, we change our beliefs. Reputation We adjust our personal behavior to reflect positively on how peers perceive us. Nostalgia Effect Reminiscing about the past makes us downplay the costs. Halo Effect We tend to over value first impressions and ignore future information. Loss Aversion Our fear of losing motivates us more than the prospect of gaining something of equal value. Status-Quo Bias We tend to accept the default option instead of comparing the actual benefit to actual cost. Scarcity If something is promoted as being scarce, we perceive it as more desirable and valuable. Optimism Bias We consistently overstate expected success and downplay expected failure. Sunk Cost Effect We are reluctant to pull out of something we have put effort into. Appointment Dynamics Let users commit to returning to collect a reward at a predetermined time. Need for Closure We have a desire for definite cognitive closure over ambiguity. Curiosity We crave more when teased with a small bit of interesting information. Role Playing We act according to our real-world persona. Competition We strive to attain things that cannot be shared. Tunneling Guiding users through a process or experience provides opportunities to persuade along the way. Anchoring When making decisions, we rely, or anchor, too heavily on the first piece of information. Conceptual Metaphor We understand a new idea or concept by linking it to another. Limited Choice We are more likely to make a decision when there are fewer options to choose from. Sequencing It is easier to take action when complex activities are broken down into smaller tasks. Framing We avoid risk with a positive frame and seek risk with a negative frame. Autonomy We strive to feel in control. Priming Exposure to a word, sign, picture, or meaning anchors the idea and alters behavior. Kairos Situations of change, moments where users are open and receptive to changing behavior. Triggers We are motivated by small nudges to take action. Storytelling All our decisions are filtered through a story, real or imagined. Intentional Gaps We’re motivated to complete the incomplete. Powers We seek out ways to reach our goals more quickly. Status We assess our social or professional standing relative to others. Delighters We remember and respond favorably to new unexpected, and playful pleasures.
  24. 24. Competitive Analysis Prospects are considering ten or more of your competitors on average before making a buying decision. To be successful, you need to stand out from the pack. We’ve analyzed your closest competitors to identify how we should position your website and if there are any valuable patterns or insights we should consider incorporating. Smarter design thinking. Better digital results. | www.37designs.com 03
  25. 25. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Competitor / Alternative Type Priority Description Company / service / option Direct / indirect / alternative Low / Med / High Brief description of the competitor and why they are a competitor 1 2 3 4 3 Who are your closest competitors? 03. COMPETITIVE AUDIT
  26. 26. Competitor Name Competitor type / description Smarter design thinking. Better digital results. | www.37designs.com 03.01
  27. 27. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Competitor Name 03. COMPETITIVE AUDIT Key messages Message #1 Message #2 Message #3 Competitive Strengths Message #1 Message #2 Message #3 Competitive Weaknesses Message #1 Message #2 Message #3 Differentiation Strategy e.g. focus on XYZ, ABC… Competitive Analysis Strengths, weaknesses, and differentiation
  28. 28. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Website Audit Design execution Content quality Usability Calls to action Communication clarity Emotional engagement 3 Competitor Name 03. COMPETITIVE AUDIT Website Analysis Approach, strengths, weaknesses 1 5 1 5 1 5 1 5 1 5 1 5 Cornerstone Content i.e. What’s the primary sections of content on their site? Strengths What have they done well? Weaknesses What have they done poorly? Action items What should we do as a result? Brand Tone Progressive Modern Corporate Quirky Playful 1 5 Orderly Unique Energetic Bold 1 5 1 5 1 5 1 5 1 5 1 5 1 5 1 5
  29. 29. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Differentiators 03. COMPETITIVE AUDIT What makes you radically different from your competitors? 01. Radical differentiator number one goes here. It might need some supportive information which would go below… 02. Radical differentiator number two goes here. It might need some supportive information which would go below… 03. Radical differentiator number one goes here. It might need some supportive information which would go below…
  30. 30. Brand Strategy The most effective design and messaging are not what appeals to you personally. Instead, it’s what makes you, your brand, and your solutions most appealing to your ideal customer. For this reason, we create a brand strategy before we start exploring look, feel, and language. Smarter design thinking. Better digital results. | www.37designs.com 04
  31. 31. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 4 BRAND CULTURE BRAND VOICE FEELING IMPACT DIFFERENTIATORS How would you describe your brand culture? How do you sound to others? How do people feel after they interact with you? What value do you provide to your customers? What makes you radically different? Smarter design thinking. Better digital results. | www.37designs.com
  32. 32. If someone were to describe your brand's personality, how would you want them to respond? 3 Brand Tone 04. BRAND STRATEGY Corporate Friendly 5 4 3 2 1 0 5 4 3 2 1 Conservative Progressive 5 4 3 2 1 0 5 4 3 2 1 Classic Modern 5 4 3 2 1 0 5 4 3 2 1 Conventional Quirky 5 4 3 2 1 0 5 4 3 2 1 Serious Playful 5 4 3 2 1 0 5 4 3 2 1 Orderly Spontaneous 5 4 3 2 1 0 5 4 3 2 1 Established Youthful 5 4 3 2 1 0 5 4 3 2 1 Familiar Unique 5 4 3 2 1 0 5 4 3 2 1 Elite Approachable 5 4 3 2 1 0 5 4 3 2 1 Relaxed Energetic 5 4 3 2 1 0 5 4 3 2 1 Understated Bold 5 4 3 2 1 0 5 4 3 2 1 Industrial Natural 5 4 3 2 1 0 5 4 3 2 1 Elegant Casual 5 4 3 2 1 0 5 4 3 2 1 Expensive Economical 5 4 3 2 1 0 5 4 3 2 1 Complex Simple 5 4 3 2 1 0 5 4 3 2 1 Unconventional Mainstream 5 4 3 2 1 0 5 4 3 2 1
  33. 33. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Key takeaways 04. BRAND STRATEGY If a website visitor only remembered three things after visiting your site, they would be… 01. Key takeaway goes here… It might need some supportive information which would go below… 02. Key takeaway goes here… It might need some supportive information which would go below… 03. Key takeaway goes here… It might need some supportive information which would go below…
  34. 34. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Brand Story 04. BRAND STRATEGY Your prospect is the hero in their journey, and you’re their guide towards success. Character is encountering a problem, who meets a guide that gives them a plan, that calls them to action, that results in success and helps them avoid failure. https://geekrodion.medium.com/building-a-storybrand-for-increaser-org-bc40708f3229
  35. 35. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook 3 Unique Position 04. BRAND STRATEGY Your most unique differentiator is We help target audience solve problems which helps them benefits. It’s our promise that promise.
  36. 36. Calls to Action Calls to action are devices used to persuade potential customers to take a specific action relevant to the buyer’s journey stage. Well-designed calls to action can be the difference between success and failure. Smarter design thinking. Better digital results. | www.37designs.com 05
  37. 37. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Primary message that speaks to both emotional and logic. Secondary message that elaborates and addresses objections. Action Oriented Button label Sub-text that addresses any final objections… Awareness Consideration Decision 3 Awareness CTAs 02. CALLS TO ACTION Strategy … Emotional benefits • Stand out from the crowd • Enjoy a sense of well-being • Have confidence in the future • Feel a sense of freedom • Feel a sense of thrill • Feel a sense of belonging • Protect the environment • Be the person I want to be • Feel secure • Succeed in life Logic Tangible benefits • As a prospect I will benefit because… • As a prospect I will benefit because… • As a prospect I will benefit because… Objections • As a prospect I will benefit because… Placement • Homepage • Service pages • Etc
  38. 38. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Primary message that speaks to both emotional and logic. Secondary message that elaborates and addresses objections. Action Oriented Button label Sub-text that addresses any final objections… Awareness Consideration Decision 3 Awareness CTAs 02. CALLS TO ACTION Strategy … Emotional benefits • Stand out from the crowd • Enjoy a sense of well-being • Have confidence in the future • Feel a sense of freedom • Feel a sense of thrill • Feel a sense of belonging • Protect the environment • Be the person I want to be • Feel secure • Succeed in life Logic Tangible benefits • As a prospect I will benefit because… • As a prospect I will benefit because… • As a prospect I will benefit because… Objections • As a prospect I will benefit because… Placement • Homepage • Service pages • Etc
  39. 39. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Emotional benefits • Stand out from the crowd • Enjoy a sense of well-being • Have confidence in the future • Feel a sense of freedom • Feel a sense of thrill • Feel a sense of belonging • Protect the environment • Be the person I want to be • Feel secure • Succeed in life Logic Tangible benefits • As a prospect I will benefit because… • As a prospect I will benefit because… • As a prospect I will benefit because… Objections • As a prospect I will benefit because… Primary message that speaks to both emotional and logic. Secondary message that elaborates and addresses objections. Action Oriented Button label Sub-text that addresses any final objections… Awareness Consideration Decision 3 Awareness CTAs 02. CALLS TO ACTION Placement • Homepage • Service pages • Etc Strategy …
  40. 40. Sitemap Users visit your site to engage with content and complete tasks. Therefore, the organization and labeling of your content and navigation play a significant role in their success. A sitemap looks at what content will exist on your site and how to group and label it for intuitive discovery. Smarter design thinking. Better digital results. | www.37designs.com 06
  41. 41. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Utilities 0.0 Starting Screen 0.1 My Profile 0.2 Global Search Global Nav 1.0 Insights 2.1 Company Info 2.2 Brands 2.0 Company 3.0 Control Panel 4.0 Taxonomy 5.0 Users 6.0 Apps 7.0 Finances 3.1 Form Creator Form creator Form creator 3.2 Design Department Form creator Form creator 3.3 Production Department Form creator Form creator 3.4 Merchandising Department Form creator Form creator 4.1 Departments Form creator Form creator 4.2 Delivery 4.2.1 Categories 4.3 Divisions 4.4 Code Names 5.1 User info Sitemap and Navigation 06.
  42. 42. Page Strategy All successful projects need a roadmap. Before you get in the car and drive, you need to determine how you’re going to get to your desired destination. We map out how we will route users from a landing page through their entire journey to ultimately convert as desired. Smarter design thinking. Better digital results. | www.37designs.com 07
  43. 43. Smarter design thinking. Better digital results. | www.37designs.com Web Strategy Workbook Is this the right product group? Strategy Goals Goal 1 Goal 2 Goal 3 Context When does someone visit this page? Desired next step(s) Describe the overall page strategy here…. Desired information Describe the overall page strategy here…. Authority 3 Pagename 07. PAGE STRATEGY Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Testimonial “ 1 Footer CTA Label Label Label Label CTA CTA Label Label Label Label Label Label Label Label Label
  44. 44. Authority Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Label Testimonial “ 1 Footer CTA Label Label Label Label CTA CTA Label Label Label Label Label Label Label Label Label DESIGN PSYCHOLOGY Social Proof Authority Reciprocation Revenge Commitment & consistency Nostalgia effect Loss aversion Framing Anchoring Storytelling Status Achievements Curiosity Optimism Bias Scarcity Positive mimicry Cognitive dissonance Reputation Is this the right product group? Testimonial “ Contact CTA Hero + Primary Message Footer
  45. 45. Experienced Team Leads Visibility Account ability Strategy Problems we solve How we help Hero + Primary Message Visibility & Lead Generation Strategy & Support Who we are Specialists Value driven Forward Thinkers Radical Transparenc y Proven Results Accountable Results Stat Stat Stat Testimonial “ Case Study Case Study Contact CTA Footer Storytelling Authority Mirroring Digital Marketing Plan CTA Blog Podcast Tools Video Tools & Resources CTAs: How we can help, Talk to a Strategist Video Climb Story Registered B-Corp Photo Team Team Team Team Team Team Team Team Team Depiction of step Four step process Step 1 Step 2 Depiction of step Depiction of step Step 3 Step 4 Depiction of step Recent Posts Post Post Post Post Post Post Post Post Topics
  46. 46. Title and meta Photo Subscribe CTA Podcast Tools Video Other Resources Footer Photo Case Study long description Industry Service(s) Photo Case Study long description Industry Service(s)

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