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Swedish ecc, the strategy behind the website


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Konsument Europa The strategy behind the website
Peter Ljunglöf
Senior Web Strategist

Published in: Education, Technology, Business
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Swedish ecc, the strategy behind the website

  1. 1. ECC Sweden Konsument Europa The strategy behind the website Peter Ljunglöf Senior Web Strategist
  2. 2. Important parts in the development • • • • The purpose – the WHY Focus on what’s important - simplify Know your visitors Eliminating uncertainties – don’t make me think! • Develop constantly – evolution, not revolution • Measure everything you do! • SEO – take control of your terms
  3. 3. Goal analysis, requirements and anchoring The Design Process Prototyping Design profile Web design Implementation
  4. 4. Doing business on internet Contribute to making profit Improve customer relationships Strengthen the company brand
  5. 5. Doing business on internet To get users to do what YOU want them to do on your site. And get them to enjoy doing it…
  6. 6. It says here: Internet is the future of business. We have to be on the Internet. Why? It doesn’t say.
  7. 7. It says here: Social media is the future of business. We have to be on Social media. Why? It doesn’t say.
  8. 8. It says here: Facebook is the future of business. We have to be on Facebook. Why? It doesn’t say.
  9. 9. Website’s purpose User needs Organizatio n objectives Good business!
  10. 10. Now, what is a conversion?
  11. 11. Well, what’s in it for us then? Is there a usability ROI?
  12. 12. Usability ROI How much do you have a possibility to earn by increasing the usability part of the development phase from 5 percent of the development budget to 10 percent? NielsenNormanGroup
  13. 13. Usability ROI Average increase in conversions of established KPIs: 83 percent! (2003: 135 percent) Source: Usability Return on Investment (2011)
  14. 14. The purpose
  15. 15. Primary purpose? Secondary purpose?
  16. 16. The question is: What is really important on your website?
  17. 17. Hard focus! Perceived simplicity Guided creativity
  18. 18. Get to know your visitors!
  19. 19. WHO is going to visit the web site? WHY are they visiting the web site? WHAT are they doing? WHEN are they visiting the web site? HOW are they visiting?
  20. 20. Eliminate the insecurity
  21. 21. Don’t make me think! Don't Make Me Think! A Common Sense Approach to Web Usability Steve Krug (ISBN: 9780321344755)
  22. 22. Eliminate uncertainties 1. Be consistent – the power of recognition • • Design Develop your content strategy      Terminology Headers Subheaders Relevance Content style and language
  23. 23. Eliminate uncertainties 2. Help the visitor to conversion • • Help them understand the next step Clear triggers
  24. 24. Develop constantly
  25. 25. Measure!
  26. 26. Analyze!
  27. 27. The four steps to improvements Identify Execute Reasons Plan
  28. 28. You are the doctor! 1. 2. 3. 4. Identify symptoms Reasons for symptoms Finding a cure Heal
  29. 29. SEO
  30. 30. Take control over that digital discussion!
  31. 31. Four primary tips to website owners: 1. 2. 3. 4. Measure everything! Listen to your customers. Develop all the time! Think evolution, not revolution. Never be fully satisfied.
  32. 32. Good luck! Peter Ljunglöf Senior Web Strategist