How To Use Your Website to Get Customers


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  • For any website owners who want to GET their customers online, we are a team of Online Conversion Specialists that offers Search, Social Media, Analytics and Conversion Optimisation services. Unlike other consultancies, we look beyond your marketing goals by focusing on increasing your online conversions that will improve your business bottom-line.
  • Story of a tale of 2 airports.
    So many of you have been to Jkt, and if you land in JKT, you would have checked into the Soekarno-Hatta airport.
    Nice airport, no frills.
  • 9.8 million questionnaires completed by airline passengers with over 100 different nationalities in 2009/2010, and covering more than 210 airports worldwide. The survey evaluates traveller experiences across 39 different airport service and product factors ... covering everything from check-in, arrivals, transfer through to departure at the gate.
  •  With over 350 awards Changi Airport is the world's most awarded airport.
    960M, with PAT of 227M.
  • Changi Airport is the seventh busiest international airport in the world. As at 31 March 2010,
    Changi served 86 airlines operating 5,000 weekly scheduled flights and connecting Singapore to
    200 cities in about 60 countries and territories around the world.
    Airports takes a percentage of the profit from aircraft refueling, referred to as a flowage fee, aircraft parking fees, parking garage fees, passenger facility charges and managing the retail mall.
  • The above is a pretty typical example of what we can expect to find upon landing on many websites. Lots of text but little substance. A user who has questions is unlikely to find the answers on that landing page. It’s reasonable to assume that many users are in a hurry to order a cake at the last minute and if they don’t find the answers to their questions quickly they probably won’t stick around.
  • Internet opportunities in emerging Asia could reach approximately $80 billion by 2015.
  • How To Use Your Website to Get Customers

    1. 1. Presented by: Jereme Wong, COO, clickTRUE Is Your Website Just An Online Brochure? 1 x
    2. 2. What Do We Do? Think. Design. Build. Measure. Test. • We are an online consulting firm, that help brand owners Strategize, Design and Build captivating experiences for the Web. • Specialising in Search and Social strategies, we boost up your website visibility to attract relevant visitors. By delivering a compelling onsite experience, we convert these visitors into your customers. 3 “Get Your Customers Online!”
    3. 3. Clientele 3 Technology & Communications Education Finance Travel AutomobileGovernment Pharma & Industrial Fashion & Beauty
    4. 4. Our Services 4 Visitors  $Customers$
    5. 5. 5
    6. 6. 6
    7. 7. 7
    8. 8. clickTRUE Confidential and Proprietary Why Do Websites Fail? 8
    9. 9. clickTRUE Confidential and Proprietary 9
    10. 10. Soekarno-Hatta International Airport (CGK) 10
    11. 11. Changi International Airport 11 World’s Best Airport
    12. 12. Award Winning Airport 12 7th Busiest Airport in the World 37.2M Passenger Load
    13. 13. What Makes a Good Airport? 13 Design Retail AmenitiesWaiting TimeSignage
    14. 14. 14 x
    15. 15. 15
    16. 16. Which Site Will You Use? 16
    17. 17. Which Site Will You Use? 17
    18. 18. What Makes a Winning Website? 18 Site Load Time Website Visibility Design Ease of Navigation Site Features Conversions
    19. 19. The Similarities? 19 Design Ease of Navigation Site Loading Time Site Features Conversions
    20. 20. 20
    21. 21. 21
    22. 22. 22
    23. 23. 23 Typical FAQs from new customers: •What occasions do you have cakes for? •Will my cakes still be fresh on delivery? •Do you deliver next day? •Do you do custom messages on cakes? •What are your shipping options? •Are your prices competitive?
    24. 24. clickTRUE Confidential and Proprietary Where Do I Start? 4 Great Tips To Get You Started 24
    25. 25. #1 Identify Your Business Goals For Website 25 x E.g. Our Website Needs to Meet The Following Business Goals: • Cut down on telephone calls answering basic customer questions by 60% by publishing better quality information online • Explain our unique selling proposition that is clearly superior that our competitors • Reach out to regional audience rather than just locally • Explain to prospective customers how we have helped existing clients quickly and easily • Grow a relationship with a prospecting lead
    26. 26. #2 Include Measurable Conversion Points 26
    27. 27. #3 Less Is More 27 Customize your message to the audience and stick to bullet points!
    28. 28. #4 Keep The Most Relevant Info Above The Fold 28
    29. 29. clickTRUE Confidential and Proprietary SPH MAGAZINES Case Study 29
    30. 30. Pre-Revamped Website 30
    31. 31. Listing Down The Business Goals • To update advertisers on the latest news/events/products • To start a B2B relationship with the advertisers/agencies • Generate sales leads • To have some form of social media presence • To brand SPHM as a leading publisher beyond just print 31
    32. 32. 32 Revamped Website
    33. 33. 33 Twitter feed Blog feed Other Social Networks Segmenting Advertisers & Readers Home Page Rotating tab with the most relevant information above the fold
    34. 34. 34 Using In Page Analytics To Validate Design
    35. 35. 35 Adapting Content For The B2C Audience
    36. 36. 36 Usability And Conversion-Focused 1 2 3 Particulars from prospecting advertiser will be captured.
    37. 37. 37 Designed for Conversions • Carefully placed conversion buttons beside each of the relevant section • Upon clicking, a form will be presented to capture customer data
    38. 38. 38 User Engagement & Conversions User Engagement Metrics Improve Greatly!
    39. 39. 39 SimplyHer Magazine Subscription Campaign Background: SimplyHer was running a magazine subscription drive campaign, offering subscribers a 12 or 24 months online sign-up option. There were several traffic channels (SEM, EDM, Referral Sites) providing constant stream of visitors to the landing page. However, conversions was slow. Optimising For Conversions
    40. 40. Landing Page For Subscription Promo 40
    41. 41. 41 Problem: 1.Landing page did not offer a further glimpse into the content offered in the magazines 2.Both the 12/24 options were placed side-by-side, not emphasizing any preferred option. 3.The CTA “Subscribe Now” button is placed at the bottom, and the colour of the button is not striking at first look. Screenshot of Landing Page before our inputs Optimising For Conversions
    42. 42. 42 Solutions: 1.Offer a preview of the latest 3 issues’ headlines as pop- up with mouse- over 2.Prioritise the 24 issues option over the 12 issues option and price savings are given emphasis 3.The CTA button placed above the fold, and next to options Pop-up upon mouse rollover to reveal more details of content Our Proposal For LPO Conversions increased by 270%!!
    43. 43. Conclusion 43 “Get Your Customers Online!” • We helped the client achieve ALL their business goals with the revamped of their website. • Using a customer-centric focus, users find the site much more relevant and easy to navigate, hence increasing engagement metrics. • Always measure to validate the objectives.
    44. 44. clickTRUE Confidential and Proprietary44 Questions? THANK YOU! @clickTRUE @jeremewong