Design For Conversion Part 1

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Design For Conversion Part 1

  1. 1. Design for ROI<br />Internet Marketing: Part 1<br />
  2. 2. introduction<br />Almost every business, regardless of size, will make an investment to have a presence on the web.<br />This investment needs to provide that business with an expected return, whether it’s lead generation, branding, or E-Commerce.<br />Ask yourself two questions:<br /><ul><li>Have you ever visited a website and clicked off within five seconds?
  3. 3. Did that organization’s website do it’s job?</li></li></ul><li>introduction<br />Charlotte<br />Based Team<br />
  4. 4. Site Design<br />There are multiple elements that will make up an effective Internet Marketing campaign<br />Internet marketing<br />
  5. 5. Why is design important?<br />Design for ROI<br />
  6. 6. TIME IS CRITICAL<br />Latest statistics show that 86% of your website visitors will take action within 5 seconds of landing on your homepage. They will either:<br /><ul><li> Bounce off for a competitor
  7. 7. Click to engage the website and view subpages
  8. 8. Contact via phone or form</li></li></ul><li>Define design<br />Most of the world views design as the images and the colors. Clients often focus design questions on how it looks.<br />This is very important. Your site needs to represent your organization the right way. The look must identify with and remain consistent with your overall brand and identity.<br />- HOWEVER -<br />When speaking about “design”, even more important than the images and colors is the “architecture”.<br />Have you ever gone to a company’s website to get the phone number?<br />Could you find it?<br />Did you have to dig?<br />Did you get frustrated?<br />
  9. 9. Design or structure?<br />
  10. 10. Two types<br />Sitemap Structure<br />Page Content<br />Just like a house, you can have beautiful décor<br />that looks great, but the layout may not make sense.<br />A poorly laid out website will not achieve your goals.<br />Sitemap dictates what pages will lead to the others. <br />By rule, any page should be able to be accessed by any other page within 3 clicks.<br />
  11. 11. Every website and business is different in their goals:<br />Brochure Site:<br />Dedicated to simply providing information and exposure.<br />Product Catalog:<br />Dedicated to highlighting products / services and generating new leads.<br />E-Commerce:<br />Dedicated to generating revenue through clients<br />making purchases online.<br />What is your goal?<br />
  12. 12. “All online efforts are 100% pointless without realizing conversion. The lead or the sale is the ultimate goal….”<br />What is conversion?<br />When a general site VISITOR becomes a LEAD or a SALE<br />
  13. 13. What are you investing into your website?<br />TIME<br />MONEY<br />Website cost<br />
  14. 14. Get me there quick!!<br />Design for ROI<br />
  15. 15. behavior<br />We are all much less patient online than ever before<br /><ul><li> We want our information fast
  16. 16. We want our search results fast
  17. 17. We don’t want to spend time “digging”
  18. 18. “Give me what I’m looking for quickly & efficiently”</li></li></ul><li>behavior<br />Internet Usage Study conducted by Equation Research on 1500 consumers (February 2010) <br /><ul><li>Average shopper expects pages to load in 2 seconds or less
  19. 19. This is down from 4 seconds in 2006
  20. 20. After 3 seconds, up to 40% will abandon your website
  21. 21. 75% of online consumers left for a competitor’s site rather than suffer delays
  22. 22. 88% of online consumers are less likely to return to a site after a bad experience
  23. 23. Almost half expressed a less positive perception of the company overall after a single bad experience</li></li></ul><li>behavior<br />Even the biggest players experience our need for online speed….<br />Microsoft’s Bing conducted its own study to measure the impact of delay on performance. <br />A mere two-second delay led to a 1.8% drop off in queries, a 3.75% reduction in clicks, more than a 4% loss in satisfaction and, most importantly, a 4.3% loss in revenue per visitor.<br />Considering the traffic Bing generates, that’s a significant amount of business lost. <br />
  24. 24. The Important Elements<br />Design for ROI<br />
  25. 25. Key elements<br />
  26. 26. TIME IS CRITICAL<br />Latest statistics show that 86% of your website visitors will take action within 5 seconds of landing on your homepage. They will either:<br /><ul><li> Bounce off for a competitor
  27. 27. Click to engage the website and view subpages
  28. 28. Contact via phone or form</li></li></ul><li>WHY DO THEY BOUNCE?<br />Too much text:<br />
  29. 29. WHY DO THEY BOUNCE?<br />Too link heavy<br />Confusing<br />113 Homepage Links<br />
  30. 30. How Do I Avoid the Bounce?<br />Design for ROI<br />
  31. 31. User driven navigation<br />Decide to target either the type of visitor or the product / service that they seek.<br />LET<br />Offer a clear path:<br />“If you are looking for X, click here”<br />“If you are a Y, click here”<br />ME<br />GUIDE<br />YOU<br />
  32. 32. Before / after<br />
  33. 33. Breadcrumbs / structure<br />Many sites will run into “Dead Ends” within their navigation and page structure.<br />Make sure that the user always has an easy way to return to a main area.<br />Layout the site with “ease of navigation” in mind<br />
  34. 34. Breadcrumbs / structure<br />Breadcrumbs<br />
  35. 35. Breadcrumbs / structure<br />Dead Ends / Poor Structure<br />
  36. 36. Breadcrumbs / structure<br />Dead Ends / Poor Structure<br />
  37. 37. Clean Homepage<br />Avoid Clutter<br />
  38. 38. Call to action<br />Guide the visitor to become a lead or sale<br />
  39. 39. Call to action<br />
  40. 40. summary<br /><ul><li>Guide them immediately
  41. 41. Fast & efficient direction
  42. 42. Specialized sections
  43. 43. Guide the visitor
  44. 44. Contact info on all pages
  45. 45. Offer multiple ways
  46. 46. Focus on architecture
  47. 47. Avoid “Dead Ends”
  48. 48. Adhere to 3 click rule
  49. 49. Keep homepage light
  50. 50. Categorize
  51. 51. Avoid clutter and links</li></li></ul><li>Thank you<br />Web Full Circle<br />Ken Widger<br />704-222-8315<br />ken.widger@webfullcircle.com<br />

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