Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593 This presentation was delivered at the Dorchester E-marketing and Technology Mega Trends 2014 and beyond conference in October 2014.

1. DAVID LAKINS
KEY MULTIMEDIA
WEBSITE MEGATRENDS
KEY MULTIMEDIA

2. •Internet is a very different place than five years ago
•75% of buying decisions are now made online
•Mobile devices are making it easier for consumers to shop anytime, anywhere
•According to Sagepay online spending will top £13bn this Christmas
Times are changing!
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3. Now is the time to take a good look at your online presence
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4. Megatrends for 2014 and Beyond
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Areas to focus on
Website Performance
Better Search Results
Website Design & Usability
Importance of Content
Engagement, Calls to Action and Conversions
Social Media integration
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5. Website Performance
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Better Search Results
Website Design &
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Importance of
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Engagement, Calls to
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Social Media
Integration
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6. Website Performance
•Do you know how many people visit your website and where they come from?
•Do you know what devices they use to view your site?
•Have you got specific goals for your website (sales, email sign-ups, downloads or watching a video etc) ?
•What key metrics do you use to measure the performance of your website?
•Do you regular review your website’s performance and its achievements against your goals?
•Do you know what Google really thinks about your website?
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7. Web Performance Megatrends
•First impressions count - visual appeal can be assessed within 50 ms
•Expectations just got higher
•Tolerance levels just got lower
•Site speed, page size, server errors, and broken links all make a difference
Loading . .
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8. Why Performance Matters
•Most web users expect a home page to load in ½ a second or less
–If Amazon increased page load time by +100ms they lose 1% of sales
–If Google increased page load by +0.5s they get 25% fewer searches
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9. Site Performance Impacts Revenues
Poor experience = abandoned sessions
Repetitive poor experiences = lost customer for life
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10. Performance Quick Wins
•For some websites, improving performance may actually be the optimisation that has the biggest impact on organic traffic e.g. compressing images
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11. Your New Best Friends
Digital is 100% measurable If you can measure it – you can manage it!
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12. Google Analytics Key Metrics
•Number of unique visitors
•Ratio of organic, referral & direct
•Bounce rates
•PPC vs Organic
•Time on site
•Page speed
•Desktop vs Mobile use
•Goals met & Conversion rate
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13. Google Webmaster Tools
•Identify performance issues such as:-
–page speed
–page size
–server errors
–and broken links
•Suggest HTML improvements
•Shows who links to you, search engine position and click through rates (CTR)
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14. Enhancing Your Search Presence
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Better Search Results
Website Design &
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Importance of
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Engagement, Calls to
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Social Media
Integration
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15. Enhancing Your Search Presence
•Are you aware of how your website appears in the search results – on desktop; on a smartphone; logged in to Google or not logged in?
•Are you still focusing your SEO on ranking for specific keywords?
•Does your site get found in the search results by your potential customers when they type in their problems / challenges?
•What is semantic web and how does it impact on your online presence?
•Have you checked to see if the performance of your website is affecting your search results?
•Do you know who is linking to your website?
•Are you taking advantage of Google enhanced search result features by using sitemaps, rich snippets and additional tagging?
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16. SEO Megatrends
•Search is constantly changing
•Mobile search & wearable technology
•Local search
•Personalised search
•Less about keywords
•Knowledge Graph & Semantic search (understanding meaning & intent)
•Paid Advertising – Adwords / PPC
•Enhanced search results
•Google trying to keep us within its search environment
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17. Search is Changing
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18. Classic SEO
page 1 result
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19. FUTURE OF SEO
The future of competitiveness in search will be based on your ability to differentiate.
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20. SEO - Change of Mindset
Away from keyword stuffing and page 1 ranking to …. ….providing high-quality and very relevant content that your targeted audiences will actually read or use
…. connecting and building relationships through your content
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21. Change of Mindset
•Titles & Meta Descriptions still matter – but really as a display factor and how they encourage your target audience to click through
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22. Customer Buying Decisions
•Customers can start the buying journey from any point
–Search, social, YouTube, forums, magazine, product review, recommendations.

23. Using other sites to rank
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24. Website Design & Usability
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25. Website Design & Usability
•Does every page of your website work on both tablets and mobile phones?
•Is the design, layout and organisation of the site professional and consistent across all devices
•How easy is it for your visitors to scan your pages for important information?
•Is your navigation clear and well organised?
•Do you offer a rich online experience when compared to your competitors?
•Are you using any of the latest trends in web design e.g. infinite scrolling pages, parallax designs?
•Do you test how different layouts and styling can impact on your websites performance?
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26. Web Design Megatrends
•Impact of mobiles
•Lots of different screens sizes
•Click vs touch & swipe
•Large imagery & less is more
•Beautiful typography
•Parallax scrolling site
•Responsive design
•User experience matters more than ever
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27. Mobility Changes Everything
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28. Mobility changes everything
KEY MULTIMEDIA
People need an excuse to fire up a laptop. The sofa is where your business case for a mobile strategy exists.
60% of desktop search starts on a mobile device

29. •Design – adapting designs to a smaller screen
•Development – not all devices work the same
•Navigation – touchscreen navigation changes the way we use the web
•Content – mobile users want accessible content, faster, simple, without the distortion of elements
Mobility Means …
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30. RIMMEL
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31. Key Take Away Points
•Build mobile into your website strategy
•It’s all about the user experience regardless of the device
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32. Importance of Content
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33. Importance of Content
•How well do you know your audience?
•Have you got a story to tell?
•What’s is your customer’s journey
•What is your content strategy for tying these three together?
•How regularly are you creating content and how well is it shared?
•What different types of content are you creating and distributing? Articles, downloads, email newsletters, videos, infographics, expert documents?
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34. Content Megatrends
•Content and story-telling is King
•Content presentation matters
•Established content publishers – newspapers and news sites e.g. BBC, Sky
•Highly targeted & shareable content – Buzzfeed – the king of the viral content space
•Individuals are emerging as content producers with their own business models
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35. •Content drives visitors
•People like fresh content
•Search engines like fresh content
•More content means more tickets in the online lottery
Importance of Content
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36. Different Types of Content
Articles
Reports
Interviews
White Papers
Videos
Infographics
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37. Video Speaks Louder Than Words
•Video is used to animate a site but increasingly used to replace explanatory text which takes time to read
•Videos are also easily shared on social networks
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38. Video Speaks Louder Than Words
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39. Build Useful, Link-Worthy Pages
•Great web pages are those that :-
–fulfil a compelling value proposition
–position you as an expert
–solve a problem for their users
–or add something of value in a unique way
•You can get a long way by:-
–making your pages as useful as possible
–and by finding the most visually pleasing medium to tell a story
–creating linkable assets enhance your search rankings
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40. Example - ZOOPLA.co.uk
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41. Engagement, Calls to Action & Conversions
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42. Engagement, Calls to Action & Conversions
•Is the purpose of your website and the critical actions you want your visitors to take clear within 5 seconds of viewing?
•Do you have a primary call to action on every page of your website?
•How do you measure conversions on your website and social media and do you have a monetary value for each one?
•You’ve got my interest, now how easy is it for me to find your contact information or place an order?
•Are your online forms only asking for the essential information you need to respond?
KEY MULTIMEDIA

43. •User experience first:
–credibility
–customer habits
–psychological triggers
–use of different types of media
–colour psychology
–website architecture
–buyer personas
–A/B split testing
Engagement & Conversion Megatrends
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44. •Conversion design is something that guides the visitor towards completing that one specific action, using persuasive design and psychological triggers to turn them in to customers.
Design for Conversions
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45. •Establish a goal for each page and measure it!
•Analyse your audience and exceed expectations
•The art of persuasion, language and colour is so important in the use of selling!
Design for Conversions
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46. Improving Call to Action Language
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47. Dropbox
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48. Change.org
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49. Using Social Media with your website
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50. Using Social Media with your Website
•How well is your social media use aligned with your content and search engine strategy?
•Have you chosen your social media tools based on what your target customers are using?
•Do you know when the best time to tweet or post a message for maximum engagement?
•How do you measure the effectiveness of your social media use?
KEY MULTIMEDIA

51. Social Media Megatrends
•Imagery & video are driving social media use
•Social media is increasingly being recognised for its income-generating potential
•All major social media platforms offer paid advertising
•Social media provides trust and authority signals to search engines e.g. Google+
KEY MULTIMEDIA

52. •You now have the ability to reach out and communicate on a personal level with your target audience on a daily basis
Social Media = Game Changer
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53. •Increase exposure
•Increase traffic
•Develop loyal following
•Generate leads
•Provide outstanding customer service
•Grow business partnerships
•Reduce marketing expenses
•Improve sales
Benefits of Social Media
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Benefits

54. Facebook
Twitter
YouTube LinkedIn
Google+
Pinterest Instagram
Snapchat
StumbleUpon Digg
Slideshare
Popular Social Media Sites
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55. •Social media needs to be integrated and work hand- in-hand with all your other marketing and PR initiatives
•Encourage engagement and interaction
•At a basic level ensure your website, blog and email newsletter include social “share” buttons for people to easily share your content on ALL their social networks.
Sharing is Caring
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56. @KempandCoPbury
KEY MULTIMEDIA

57. •Hootsuite
•Tweetdeck
•Sway - suggests content that you should share with you audience
•Social Mention & Ice Rocket - free tools to help monitor specific keywords and see trending topics
Social Media Tools
KEY MULTIMEDIA

58. DAVID LAKINS KEY MULTIMEDIA
WEBSITE MEGATRENDS
KEY MULTIMEDIA