Building A Functional Website
Polish British Link Ecommerce Workshop
Markus Goess- Saurau
1. It works from a technical perspective
2. It achieves your objectives
What Does Functional Mean?
• Website Technical Requirements
• Business Strategy
• The Importance of Conversion
• Designing Principles to Conversion
A...
Technical requirements for a website to perform:
• Clean code
• Speed
• Responsive design
• Ability to be dynamic
• Automa...
Your Business Strategy
If you don’t Plan, You Plan To Fail!
Benjamin Franklin
33% of businesses in the UK
fail within the first 3 years
Source: Inside Startups
Face The Facts!
BBC news report found that poor planning was
key to 80% of business startup failure rate
Face The Facts!
Successful businesses have a clear strategy and clear answers
to the following:
• Who is your target customer?
• What is y...
Customer Profiling
Internet
marketing
Traditional
marketing
Make sure you get the right mix of the following:
Marketing Mix
Where do you fit into the industry?
• Unique Selling Proposition (USP)
• SWOT
• Key Messages
Business Positioning
The Importance Of Conversion
To increase your online sales,
You can either increase your traffic or
Improve your conversio...
... getting your site visitors to do what you want them to do.
98% of site visitors leave a website without doing what the...
• Increasing your conversion will have a big impact on your
bottom line. Small improvements bring big returns.
• If you ca...
How Does Conversion Rate Affect Revenue & Profit?
Item Website 1 Website 2
Traffic 10,000 10,000
Conversion rate 2% 2.5%
T...
Designing To Convert
Customers don’t care about you,
they care about themselves and solutions to their problems.
Design yo...
• Is it easy to understand what the business does?
The Ve Site Audit Checklist
• You have less than 5 seconds to engage a visitor before they
leave
• People don’t read long paragraphs of text so use
• ...
Example: Thinkers Live
Example: The Letteroom
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
The Ve Site Audit...
• Visitor eyes flow from the top left down and then to the right.
• Content should be prioritised according to this.
Simpl...
Example
Logo
Key
Message
Email
Signup
Example
Logo
Key
Funnels
Key
Message
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
Key aspects to consider:
• Use a ‘standard’ layout
• Website and navigation structure
• How a site is labelled
• Order of ...
Website Navigation
About Us | Collection | Services | News | Contact
HiFi Installation | Home Cinema | Home Automation | C...
Website Navigation
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
• Just having a navigation relies on your site visitors to find the
information they need
• Using funnels allows a webpage...
Example: The Perfect Cellar
Wine
Search
Recommendations
Example: ticket to ride
Type of Holiday
Profile
Destination
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
The difference between a good and bad website is the same as
the difference between a store with good and bad sales person...
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
A Call To Action Is Like Your Website Closing A Sale
•If you want a customer to take an action, then you must
explicitly t...
• Calls to action are hyperlinks that move your customers through your
sales process.
• These links are critical for you –...
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
Factors to look at on the checkout process include:
• Is the checkout isolated?
• Are the checkout steps clearly displayed...
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
In order for your website to support your marketing
your marketing strategy needs to be planned
before the website is desi...
• Is it easy to understand what the business does?
• Is the correct information in the ‘Priority Areas’?
• Is the navigati...
• If you don’t measure you can’t improve
• The landscape and the way business is done is constantly changing
• It is no lo...
Does All Of This Really Work?
The Big Question
Scotts Visas
58% decrease in bounce rate
New site goes live
The Perfect Cellar
New site goes live
800% increase in organic traffic
Thank you.
Markus Goess- Saurau
Digital Director
Markus.goess@veinteractive.com
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Building A Functional Website

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

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  • Clean code
    Speed
    SEO
    Further development

    Speed
    - Consumers are becoming decreasingly patient
    - Speed of the site affects the website organic rankings

    Responsive
    Mobile traffic is on the rise
    Some reports showing mobile traffic at 28%

    Dynamic
    Environment changing increasingly quickly
    The companies able to react and adapt the fastest are the winners

    Automation
    Technology should be used to make save costs
  • Product
    Quality
    Image
    Features
    Service

    Price
    Cheapest
    Penetration strategy
    Loss leader
    Expensive & Exclusive
    CPA
    Policy for high street and Online pricing

    Promotion
    Who are you targeting?
    Where are you reaching customers?
    What Channels are you using?
    What messages are you delivering?

    Place
    Trade/Wholesale channels
    Retail
    Online
    Mail
  • USP
    Gives customers a clear reason to buy from you rather than someone else
    Must be unique

    SWOT
    Strengths: be clear what you need to highlight
    Weaknesses: =be aware, may be able to turn them into a strength
    Opps: Chances for you to improve
    Threats: Items you need to be aware of

    Key messages
    What do you want each of your site visitors to know about you
    Product feature
    Level of service
    Pricing
  • Traffic is rarely free
    Will be a cost to the additional traffic

    With conversion, once the investment has been made the returns continue without the cost
  • Affects the ROI on all your marketing campaigns
  • Visitors will leave your site if:
    It isn’t clear what you do
    It isn’t clear what your USP’s are
  • Built on the rich heritage of British arts, music and literaure, we delver live targeted marketing and personal experiences to amaze your audience
  • Spell it, Love it, Give it, Keep it, Uniquely personalised gifts.
  • Standard
    Don’t be different for the sake of it
    Visitors expect to find certain things in certain places
    Don’t irritate them

    Navigation structure
    Don’t have too many items
    Can’t all be absorbed
    Short term memory can only hold 7 items

    Labels
    Descriptive: should provide an understanding of what your site is about
    Customers language

    Order
    First and last items are most prominent
    Focus on what the customer wants
  • PPC SEO
    Landing page
    Content

    Content marketing
    What content needs to be presented on the site

    Social
    Sharing
    Platform integrations
  • Building A Functional Website

    1. 1. Building A Functional Website Polish British Link Ecommerce Workshop Markus Goess- Saurau
    2. 2. 1. It works from a technical perspective 2. It achieves your objectives What Does Functional Mean?
    3. 3. • Website Technical Requirements • Business Strategy • The Importance of Conversion • Designing Principles to Conversion Agenda
    4. 4. Technical requirements for a website to perform: • Clean code • Speed • Responsive design • Ability to be dynamic • Automation & Efficiency Website Technical Requirements
    5. 5. Your Business Strategy If you don’t Plan, You Plan To Fail! Benjamin Franklin
    6. 6. 33% of businesses in the UK fail within the first 3 years Source: Inside Startups Face The Facts!
    7. 7. BBC news report found that poor planning was key to 80% of business startup failure rate Face The Facts!
    8. 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. 9. Customer Profiling Internet marketing Traditional marketing
    10. 10. Make sure you get the right mix of the following: Marketing Mix
    11. 11. Where do you fit into the industry? • Unique Selling Proposition (USP) • SWOT • Key Messages Business Positioning
    12. 12. The Importance Of Conversion To increase your online sales, You can either increase your traffic or Improve your conversion.
    13. 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. 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. 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. 16. Designing To Convert Customers don’t care about you, they care about themselves and solutions to their problems. Design your website accordingly.
    17. 17. • Is it easy to understand what the business does? The Ve Site Audit Checklist
    18. 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. 19. Example: Thinkers Live
    20. 20. Example: The Letteroom
    21. 21. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? The Ve Site Audit Checklist
    22. 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. 23. Example Logo Key Message Email Signup
    24. 24. Example Logo Key Funnels Key Message
    25. 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. 26. Key aspects to consider: • Use a ‘standard’ layout • Website and navigation structure • How a site is labelled • Order of items Website Navigation
    27. 27. Website Navigation About Us | Collection | Services | News | Contact HiFi Installation | Home Cinema | Home Automation | Collection | Services | Contact
    28. 28. Website Navigation
    29. 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. 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. 31. Example: The Perfect Cellar Wine Search Recommendations
    32. 32. Example: ticket to ride Type of Holiday Profile Destination
    33. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 44. Does All Of This Really Work? The Big Question
    45. 45. Scotts Visas 58% decrease in bounce rate New site goes live
    46. 46. The Perfect Cellar New site goes live 800% increase in organic traffic
    47. 47. Thank you. Markus Goess- Saurau Digital Director Markus.goess@veinteractive.com

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