Web Design Essentials Refreshed Media Business Link Presentation

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A presentation by Refreshed Media Managing Director Simon Melaniphy to 2 audiences of business people at Business Link events at Fareham and Isle of Wight in 2009.

Delivered as a 45 minute presentation as an overview on:

1. Planning your website
2. Creating an impact
3. Technical issues
4. Converting into sales or leads

This covers a very top level overview on split and multivariate testing, including 2 case studies, calls to action and tools to test these with.

Published in: Business, Technology
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Web Design Essentials Refreshed Media Business Link Presentation

  1. Web Design Essentials Simon Melaniphy Managing Director www.refreshedmedia.com simon@refreshedmedia.com Telephone: +44 1202 414101
  2. What you’ll learn in the next 20 minutes... 1. Planning your website 2. Creating an impact 3. Technical issues 4. Converting into sales or leads
  3. - Define who your site visitors are - Define the desired outcomes - Specification - Key requirements - Site map - Wireframes Planning
  4. Welcome to our World; Examples of our WorkCreate an impact
  5. First impressions last! - 50 ms to make an impression! - Establish site purpose quickly - Consider using video - Clearly show services - Create trust - Phone number - Case study / testimonial - Personal approach – team - Keep up to date - Demonstrate brand personality
  6. Less is more – but remember the testing!
  7. Imagery - Picture speaks 1000 words...but ensure it’s saying the right ones! - Represent your brand image - Select stock images with care
  8. Engagement • White papers / articles • Helpful videos • Tools, e.g. calculators • Reviews / testimonials • Interactive product selector Lauren Luke: Home recorded videos showing makeup tutorials to sell her products. Users = need to be engaged Able to request looks, videos and information. Why should your audience come to, stay on or revisit your site?
  9. Welcome to our World; Examples of our WorkTechnicalities
  10. Technicalities • Accessibility – ensure website is open to all •Sight impaired – screen readers •Slow connection •Different web browsers •Mobile devices •No flash or javascript •Avoid popups • Ensure reliable hosting
  11. Technicalities • Testing •Broken links •Valid XHTML code •Cross browser checks •Consider Sortsite - £199 or validator.w3c.org •Against key requirements specification •Review each page (somebody here has Lorem Ipsum!)
  12. Welcome to our World; Examples of our WorkConvert
  13. What is a website conversion? Visits Sales = Conversions!
  14. What is a website conversion? Visits Test drive bookings Brochure requests Enquiries = Conversions!
  15. What is conversion rate? Conversions Website visitors x 100 … the higher the better! 25 enquiry forms 1000 unique visitors x 100 = 2.5%
  16. Where is conversion rate measured? Using free Google Analytics •Google Analytics tells you volume and source of traffic •You tell Google what your Goals (Conversions) are on the website
  17. Tests are good!
  18. Split Testing Split (A/B) Testing • Live serving of different versions of a page • One test at a time • Which gets the best conversion rate?
  19. Split Testing – The winner! The original version had 25% more conversions. It doesn’t matter really what the marketing manager, MD, agency think… It does matter what the visitor thinks!
  20. Multivariate Testing
  21. Multivariate Testing 9 subtly different versions... 300% difference in conversion rate!
  22. Design To Convert
  23. Navigation Simple navigation menus, and site signposting…MAKE IT EASY!
  24. Clear descriptions & selling points From typing in “personal loans” on Google... Focus your pages - Bullet point key info - Clear, readable text - Explain benefits - Prominent calls to action
  25. Clear calls-to-action Make these as prominent as possible
  26. Forms • Keep forms simple with necessary fields • Autofill saves time • Signpost and segment if the form is long • Clear “submit” or “next” buttons • Form on content page? • TEST!!
  27. Live Help • Communicate in a way easiest to the customer • Helps people • with quick enquiries • when prefer soft sell • when can’t speak on phone • Can help to improve conversion rate
  28. Scroll Analysis Hover maps - are visitors reaching the bottom of your pages?
  29. Heatmaps Pinpointing exactly where visitors are clicking on the website
  30. Heatmaps Are visitors clicking areas of the page which aren’t links? Which specific areas of buttons / links are visitors clicking on?
  31. Summary • Plan your website build • Create credibility • Engage with visitors • Keep the content fresh • Ensure it works for all • Test design changes to improve conversion rate
  32. Web Design Essentials For more information please contact Simon Melaniphy Managing Director www.refreshedmedia.com simon@refreshedmedia.com Telephone: +44 1202 414101

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