Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bat...
Background <ul><li>UK most active online in Europe </li></ul><ul><ul><li>21 million logging on daily </li></ul></ul><ul><u...
Background <ul><li>Research has shown that for UK SMEs </li></ul><ul><ul><li>23% of websites have not been updated since l...
Background <ul><li>Seen as a design or technical issue </li></ul><ul><li>No one really clear </li></ul><ul><ul><li>why it’...
What needs to happen <ul><li>Classic decisions on: </li></ul><ul><ul><li>site mission </li></ul></ul><ul><ul><li>site obje...
Research <ul><li>Research websites in your industry </li></ul><ul><li>Look at your competitors </li></ul><ul><ul><li>what ...
Target <ul><li>Target, target, target </li></ul><ul><ul><li>who are your target audience? </li></ul></ul><ul><ul><li>what ...
User model
Decide: Trust <ul><li>Provide on every page </li></ul><ul><ul><li>your company name </li></ul></ul><ul><ul><li>how to cont...
Decide: Navigation <ul><li>Provide easy navigation </li></ul><ul><ul><li>one click from anywhere to anywhere </li></ul></u...
Decide: Content <ul><li>Does your website have the right content? </li></ul><ul><li>Critical for customers & SEO </li></ul...
Decide: User experience <ul><li>Is user experience good? </li></ul><ul><li>Keep their details and preferences </li></ul><u...
Promotion <ul><li>Can your site be found? </li></ul><ul><ul><li>why did you build it unless you promote it? </li></ul></ul...
Search engine optimization <ul><li>Improving: </li></ul><ul><ul><li>the amount of traffic </li></ul></ul><ul><ul><li>the q...
Infrastructure <ul><li>Hosting </li></ul><ul><li>Browser compatibility </li></ul><ul><li>Maintenance and updates </li></ul...
Measurement <ul><li>Measure success or failure </li></ul><ul><li>Anywhere else you don’t do that? </li></ul><ul><li>Shows ...
Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bat...
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Building A Profitable Web Site

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The principles of building a profitable web site.

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Building A Profitable Web Site

  1. 1. Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk
  2. 2. Background <ul><li>UK most active online in Europe </li></ul><ul><ul><li>21 million logging on daily </li></ul></ul><ul><ul><li>72% make purchases </li></ul></ul><ul><ul><li>Office National Statistics: £103bn online </li></ul></ul>
  3. 3. Background <ul><li>Research has shown that for UK SMEs </li></ul><ul><ul><li>23% of websites have not been updated since launch </li></ul></ul><ul><ul><li>The average age of a website is four years </li></ul></ul><ul><ul><li>Only 8% had an e-commerce element to their sites </li></ul></ul><ul><ul><li>25% of companies had no way of tracking their site </li></ul></ul><ul><ul><li>38% had no budget at all for website updates </li></ul></ul><ul><ul><li>For those with budget annual spend was around £250 </li></ul></ul>
  4. 4. Background <ul><li>Seen as a design or technical issue </li></ul><ul><li>No one really clear </li></ul><ul><ul><li>why it’s there </li></ul></ul><ul><ul><li>who it is aimed </li></ul></ul><ul><ul><li>what it is supposed to do </li></ul></ul><ul><li>‘ Getting the website up’ is the main objective </li></ul><ul><li>Site reflects the organisation and its departments </li></ul><ul><li>No thought about ease of use </li></ul><ul><li>No 6Ps (proper planning prevents piss poor performance) </li></ul>
  5. 5. What needs to happen <ul><li>Classic decisions on: </li></ul><ul><ul><li>site mission </li></ul></ul><ul><ul><li>site objectives </li></ul></ul><ul><ul><li>site build budget </li></ul></ul><ul><ul><li>site maintenance </li></ul></ul><ul><ul><li>site maintenance budget (min. 50% build p.a.) </li></ul></ul><ul><ul><li>site marketing </li></ul></ul><ul><ul><li>site marketing budget (min. 300% build p.a.) </li></ul></ul>
  6. 6. Research <ul><li>Research websites in your industry </li></ul><ul><li>Look at your competitors </li></ul><ul><ul><li>what kind of websites do they have? </li></ul></ul><ul><ul><li>whose is ‘doing the biz’? </li></ul></ul><ul><li>Gritty, boring, essential </li></ul><ul><ul><li>needs someone who understands business </li></ul></ul><ul><ul><li>not likely to be designers and developers </li></ul></ul><ul><ul><li>staff who will notice the ‘little things’ </li></ul></ul>
  7. 7. Target <ul><li>Target, target, target </li></ul><ul><ul><li>who are your target audience? </li></ul></ul><ul><ul><li>what will motivate them? </li></ul></ul><ul><li>Most visitors want information </li></ul><ul><li>Most visitors want information </li></ul><ul><li>Information that helps make decision </li></ul>
  8. 8. User model
  9. 9. Decide: Trust <ul><li>Provide on every page </li></ul><ul><ul><li>your company name </li></ul></ul><ul><ul><li>how to contact you by email, phone and mail </li></ul></ul><ul><ul><li>your company registration number, place of registration & registered office address </li></ul></ul><ul><ul><li>the VAT number even if the website is not being used for e-commerce transactions </li></ul></ul><ul><ul><li>membership details of any trade or professional association, including any registration number </li></ul></ul><ul><ul><li>links to information about policies and terms and conditions </li></ul></ul><ul><ul><li>the name of the organisation with which the customer is contracting, if this is different from the trading name </li></ul></ul>
  10. 10. Decide: Navigation <ul><li>Provide easy navigation </li></ul><ul><ul><li>one click from anywhere to anywhere </li></ul></ul><ul><ul><li>no more than 7 top level links </li></ul></ul><ul><li>Ask target audience what they want </li></ul><ul><li>Poor navigation = frustration </li></ul><ul><li>Frustration = go elsewhere [1 click] </li></ul>
  11. 11. Decide: Content <ul><li>Does your website have the right content? </li></ul><ul><li>Critical for customers & SEO </li></ul><ul><li>‘ Organic’ listings how over 80% sites reached even if they are bookmarked </li></ul><ul><li>Who writes the copy? </li></ul><ul><ul><li>good copywriters worth their weight in gold </li></ul></ul>
  12. 12. Decide: User experience <ul><li>Is user experience good? </li></ul><ul><li>Keep their details and preferences </li></ul><ul><li>Get consent for future marketing </li></ul><ul><li>Do users leave happy? </li></ul><ul><ul><li>do you get unnecessary emails & calls? </li></ul></ul>
  13. 13. Promotion <ul><li>Can your site be found? </li></ul><ul><ul><li>why did you build it unless you promote it? </li></ul></ul><ul><ul><li>if it can’t be found it won’t bring business: Q E D </li></ul></ul><ul><li>Prepare a website marketing plan </li></ul><ul><ul><li>pretend it is your most important product </li></ul></ul><ul><ul><li>how would you market that? </li></ul></ul><ul><ul><li>how much would you spend on it? </li></ul></ul><ul><li>Make sure </li></ul><ul><ul><li>search engine friendly </li></ul></ul><ul><ul><li>registered with key directories </li></ul></ul><ul><li>Consider </li></ul><ul><ul><li>pay per click, banner ads, email, viral campaigns, social bookmarking, social networking, more………………… </li></ul></ul>
  14. 14. Search engine optimization <ul><li>Improving: </li></ul><ul><ul><li>the amount of traffic </li></ul></ul><ul><ul><li>the quality of traffic </li></ul></ul><ul><ul><li>by ranking high in the search results </li></ul></ul><ul><ul><li>for search phrases actually used </li></ul></ul><ul><ul><li>that will produce the result you want </li></ul></ul>
  15. 15. Infrastructure <ul><li>Hosting </li></ul><ul><li>Browser compatibility </li></ul><ul><li>Maintenance and updates </li></ul><ul><ul><li>new content (content management system) </li></ul></ul><ul><ul><li>products in stock </li></ul></ul>
  16. 16. Measurement <ul><li>Measure success or failure </li></ul><ul><li>Anywhere else you don’t do that? </li></ul><ul><li>Shows where you need to improve </li></ul>
  17. 17. Building a profitable web site We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk

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