Website Technical Requirements Business Strategy The Importance of Conversion Designing Principles to Conversion

1. Building A Functional Website
Polish British Link Ecommerce Workshop
Markus Goess- Saurau

2. 1. It works from a technical perspective
2. It achieves your objectives
What Does Functional Mean?

3. • Website Technical Requirements
• Business Strategy
• The Importance of Conversion
• Designing Principles to Conversion
Agenda

4. Technical requirements for a website to perform:
• Clean code
• Speed
• Responsive design
• Ability to be dynamic
• Automation & Efficiency
Website Technical Requirements

5. Your Business Strategy
If you don’t Plan, You Plan To Fail!
Benjamin Franklin

6. 33% of businesses in the UK
fail within the first 3 years
Source: Inside Startups
Face The Facts!

7. BBC news report found that poor planning was
key to 80% of business startup failure rate
Face The Facts!

8. Successful businesses have a clear strategy and clear answers
to the following:
• Who is your target customer?
• What is your marketing Mix?
• Where do you fit into the industry?
Business Strategy

9. Customer Profiling
Internet
marketing
Traditional
marketing

10. Make sure you get the right mix of the following:
Marketing Mix

11. Where do you fit into the industry?
• Unique Selling Proposition (USP)
• SWOT
• Key Messages
Business Positioning

12. The Importance Of Conversion
To increase your online sales,
You can either increase your traffic or
Improve your conversion.

13. ... getting your site visitors to do what you want them to do.
98% of site visitors leave a website without doing what the
website owner wants them to do
What is ‘Website Conversion’?

14. • Increasing your conversion will have a big impact on your
bottom line. Small improvements bring big returns.
• If you can convert one more person out of each 98 visitors,
your conversion increases to 3%, which means you increase
the sales on your site by 50%!
Why Is Conversion Rate So Important?

15. How Does Conversion Rate Affect Revenue & Profit?
Item Website 1 Website 2
Traffic 10,000 10,000
Conversion rate 2% 2.5%
Transactions 200 250
AOV £35 £35
Revenue £7,000 £8,750 (25% Increase)
Costs
- Product (£15 per item)
- Marketing
- Total
£3,000
£3,000
£6,000
£3,750
£3,000
£6,750
Campaign Return £1,000 £2,000 (100% Increase!)

16. Designing To Convert
Customers don’t care about you,
they care about themselves and solutions to their problems.
Design your website accordingly.

17. • Is it easy to understand what the business does?
The Ve Site Audit Checklist

18. • You have less than 5 seconds to engage a visitor before they
leave
• People don’t read long paragraphs of text so use
• Clear ‘headings’
• Images where appropriate
Make Your Business Easy To Understand

19. Example: Thinkers Live

20. Example: The Letteroom

21. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
The Ve Site Audit Checklist

22. • Visitor eyes flow from the top left down and then to the right.
• Content should be prioritised according to this.
Simple eye tracking page planner:
Use Your Priority Areas
• Priority 1should be used for:
• Company branding
• Promote USP
• Priority 2: Should be used for
• Important messages
• Funnels
• Current offers
• Priority 3:
• Company text
• Secondary calls to action

23. Example
Logo
Key
Message
Email
Signup

24. Example
Logo
Key
Funnels
Key
Message

25. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
The Ve Site Audit Checklist

26. Key aspects to consider:
• Use a ‘standard’ layout
• Website and navigation structure
• How a site is labelled
• Order of items
Website Navigation

27. Website Navigation
About Us | Collection | Services | News | Contact
HiFi Installation | Home Cinema | Home Automation | Collection | Services | Contact

28. Website Navigation

29. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are they using segments & funnels?
The Ve Site Audit Checklist

30. • Just having a navigation relies on your site visitors to find the
information they need
• Using funnels allows a webpage to:
• Guide visitors to information they are looking for
• Target multiple segment needs
Website Funnels & Hyperlinks
Every page should have what the visitor is looking for
or
a clear link to get them there

31. Example: The Perfect Cellar
Wine
Search
Recommendations

32. Example: ticket to ride
Type of Holiday
Profile
Destination

33. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are they using segments & funnels?
• Is the content providing what a visitor wants?
The Ve Site Audit Checklist

34. The difference between a good and bad website is the same as
the difference between a store with good and bad sales person.
A good website or sales person understands:
• When to provide you with certain information
• What information you need
• How to provide the information in the best format
• Different customers need to be treated in different ways
Onsite & In-store Similarities

35. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are segments & funnels being used?
• Is the content providing what a visitor wants?
• Are there Calls to action?
The Ve Site Audit Checklist

36. A Call To Action Is Like Your Website Closing A Sale
•If you want a customer to take an action, then you must
explicitly tell them to take that action. Otherwise you
are leaving it to chance.
• Numerous sales are lost every day because a sales
person simply does not ask the customer for the sale.
Calls To Action

37. • Calls to action are hyperlinks that move your customers through your
sales process.
• These links are critical for you – they are the ones you want your
customers to click on.
Calls To Action

38. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are they using segments & funnels?
• Is the content providing what a visitor wants?
• Do they have Calls to action?
• Does the checkout follow best practice?
The Ve Site Audit Checklist

39. Factors to look at on the checkout process include:
• Is the checkout isolated?
• Are the checkout steps clearly displayed?
• Is the ‘total’ cost shown on the basket or are ‘extra’ costs added later?
• Are the delivery options clearly displayed?
• Is there a persistent summary of the checkout information?
• Are forms clear?
• Are there clear calls to action?
• Are the trust symbols visible?
• Is there a ‘guest checkout’?
• Does information get ‘lost’ when you navigate forwards and backwards?
The Checkout Process

40. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are they using segments & funnels?
• Is the content providing what a visitor wants?
• Do they have Calls to action?
• Does the checkout follow best practice?
• Does the website support the marketing activity?
The Ve Site Audit Checklist

41. In order for your website to support your marketing
your marketing strategy needs to be planned
before the website is designed
Planning For Your Marketing

42. • Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigation clear?
• Are they using segments & funnels?
• Is the content providing what a visitor wants?
• Do they have Calls to action?
• Does the checkout follow best practice?
• Does the website support the marketing activity?
• Is performance being measured?
The Ve Site Audit Checklist

43. • If you don’t measure you can’t improve
• The landscape and the way business is done is constantly changing
• It is no longer the big outperforming the small, It’s about the fast
outperforming the slow
The formula for success is
Fail Fast to Improve Fast
Measure, Test…… Improve

44. Does All Of This Really Work?
The Big Question

45. Scotts Visas
58% decrease in bounce rate
New site goes live

46. The Perfect Cellar
New site goes live
800% increase in organic traffic

47. Thank you.
Markus Goess- Saurau
Digital Director
Markus.goess@veinteractive.com