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Building A Functional Website
- 1. Building A Functional Website Polish British Link Ecommerce Workshop Markus Goess- Saurau
- 2. 1. It works from a technical perspective 2. It achieves your objectives What Does Functional Mean?
- 3. • Website Technical Requirements • Business Strategy • The Importance of Conversion • Designing Principles to Conversion Agenda
- 4. Technical requirements for a website to perform: • Clean code • Speed • Responsive design • Ability to be dynamic • Automation & Efficiency Website Technical Requirements
- 5. Your Business Strategy If you don’t Plan, You Plan To Fail! Benjamin Franklin
- 6. 33% of businesses in the UK fail within the first 3 years Source: Inside Startups Face The Facts!
- 7. BBC news report found that poor planning was key to 80% of business startup failure rate Face The Facts!
- 8. Successful businesses have a clear strategy and clear answers to the following: • Who is your target customer? • What is your marketing Mix? • Where do you fit into the industry? Business Strategy
- 10. Make sure you get the right mix of the following: Marketing Mix
- 11. Where do you fit into the industry? • Unique Selling Proposition (USP) • SWOT • Key Messages Business Positioning
- 12. The Importance Of Conversion To increase your online sales, You can either increase your traffic or Improve your conversion.
- 13. ... getting your site visitors to do what you want them to do. 98% of site visitors leave a website without doing what the website owner wants them to do What is ‘Website Conversion’?
- 14. • Increasing your conversion will have a big impact on your bottom line. Small improvements bring big returns. • If you can convert one more person out of each 98 visitors, your conversion increases to 3%, which means you increase the sales on your site by 50%! Why Is Conversion Rate So Important?
- 15. How Does Conversion Rate Affect Revenue & Profit? Item Website 1 Website 2 Traffic 10,000 10,000 Conversion rate 2% 2.5% Transactions 200 250 AOV £35 £35 Revenue £7,000 £8,750 (25% Increase) Costs - Product (£15 per item) - Marketing - Total £3,000 £3,000 £6,000 £3,750 £3,000 £6,750 Campaign Return £1,000 £2,000 (100% Increase!)
- 16. Designing To Convert Customers don’t care about you, they care about themselves and solutions to their problems. Design your website accordingly.
- 17. • Is it easy to understand what the business does? The Ve Site Audit Checklist
- 18. • You have less than 5 seconds to engage a visitor before they leave • People don’t read long paragraphs of text so use • Clear ‘headings’ • Images where appropriate Make Your Business Easy To Understand
- 21. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? The Ve Site Audit Checklist
- 22. • Visitor eyes flow from the top left down and then to the right. • Content should be prioritised according to this. Simple eye tracking page planner: Use Your Priority Areas • Priority 1should be used for: • Company branding • Promote USP • Priority 2: Should be used for • Important messages • Funnels • Current offers • Priority 3: • Company text • Secondary calls to action
- 25. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? The Ve Site Audit Checklist
- 26. Key aspects to consider: • Use a ‘standard’ layout • Website and navigation structure • How a site is labelled • Order of items Website Navigation
- 27. Website Navigation About Us | Collection | Services | News | Contact HiFi Installation | Home Cinema | Home Automation | Collection | Services | Contact
- 29. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are they using segments & funnels? The Ve Site Audit Checklist
- 30. • Just having a navigation relies on your site visitors to find the information they need • Using funnels allows a webpage to: • Guide visitors to information they are looking for • Target multiple segment needs Website Funnels & Hyperlinks Every page should have what the visitor is looking for or a clear link to get them there
- 31. Example: The Perfect Cellar Wine Search Recommendations
- 32. Example: ticket to ride Type of Holiday Profile Destination
- 33. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are they using segments & funnels? • Is the content providing what a visitor wants? The Ve Site Audit Checklist
- 34. The difference between a good and bad website is the same as the difference between a store with good and bad sales person. A good website or sales person understands: • When to provide you with certain information • What information you need • How to provide the information in the best format • Different customers need to be treated in different ways Onsite & In-store Similarities
- 35. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are segments & funnels being used? • Is the content providing what a visitor wants? • Are there Calls to action? The Ve Site Audit Checklist
- 36. A Call To Action Is Like Your Website Closing A Sale •If you want a customer to take an action, then you must explicitly tell them to take that action. Otherwise you are leaving it to chance. • Numerous sales are lost every day because a sales person simply does not ask the customer for the sale. Calls To Action
- 37. • Calls to action are hyperlinks that move your customers through your sales process. • These links are critical for you – they are the ones you want your customers to click on. Calls To Action
- 38. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are they using segments & funnels? • Is the content providing what a visitor wants? • Do they have Calls to action? • Does the checkout follow best practice? The Ve Site Audit Checklist
- 39. Factors to look at on the checkout process include: • Is the checkout isolated? • Are the checkout steps clearly displayed? • Is the ‘total’ cost shown on the basket or are ‘extra’ costs added later? • Are the delivery options clearly displayed? • Is there a persistent summary of the checkout information? • Are forms clear? • Are there clear calls to action? • Are the trust symbols visible? • Is there a ‘guest checkout’? • Does information get ‘lost’ when you navigate forwards and backwards? The Checkout Process
- 40. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are they using segments & funnels? • Is the content providing what a visitor wants? • Do they have Calls to action? • Does the checkout follow best practice? • Does the website support the marketing activity? The Ve Site Audit Checklist
- 41. In order for your website to support your marketing your marketing strategy needs to be planned before the website is designed Planning For Your Marketing
- 42. • Is it easy to understand what the business does? • Is the correct information in the ‘Priority Areas’? • Is the navigation clear? • Are they using segments & funnels? • Is the content providing what a visitor wants? • Do they have Calls to action? • Does the checkout follow best practice? • Does the website support the marketing activity? • Is performance being measured? The Ve Site Audit Checklist
- 43. • If you don’t measure you can’t improve • The landscape and the way business is done is constantly changing • It is no longer the big outperforming the small, It’s about the fast outperforming the slow The formula for success is Fail Fast to Improve Fast Measure, Test…… Improve
- 44. Does All Of This Really Work? The Big Question
- 45. Scotts Visas 58% decrease in bounce rate New site goes live
- 46. The Perfect Cellar New site goes live 800% increase in organic traffic
- 47. Thank you. Markus Goess- Saurau Digital Director Markus.goess@veinteractive.com
Editor's Notes
- Clean code Speed SEO Further development Speed - Consumers are becoming decreasingly patient - Speed of the site affects the website organic rankings Responsive Mobile traffic is on the rise Some reports showing mobile traffic at 28% Dynamic Environment changing increasingly quickly The companies able to react and adapt the fastest are the winners Automation Technology should be used to make save costs
- Product Quality Image Features Service Price Cheapest Penetration strategy Loss leader Expensive & Exclusive CPA Policy for high street and Online pricing Promotion Who are you targeting? Where are you reaching customers? What Channels are you using? What messages are you delivering? Place Trade/Wholesale channels Retail Online Mail
- USP Gives customers a clear reason to buy from you rather than someone else Must be unique SWOT Strengths: be clear what you need to highlight Weaknesses: =be aware, may be able to turn them into a strength Opps: Chances for you to improve Threats: Items you need to be aware of Key messages What do you want each of your site visitors to know about you Product feature Level of service Pricing
- Traffic is rarely free Will be a cost to the additional traffic With conversion, once the investment has been made the returns continue without the cost
- Affects the ROI on all your marketing campaigns
- Visitors will leave your site if: It isn’t clear what you do It isn’t clear what your USP’s are
- Built on the rich heritage of British arts, music and literaure, we delver live targeted marketing and personal experiences to amaze your audience
- Spell it, Love it, Give it, Keep it, Uniquely personalised gifts.
- Standard Don’t be different for the sake of it Visitors expect to find certain things in certain places Don’t irritate them Navigation structure Don’t have too many items Can’t all be absorbed Short term memory can only hold 7 items Labels Descriptive: should provide an understanding of what your site is about Customers language Order First and last items are most prominent Focus on what the customer wants
- PPC SEO Landing page Content Content marketing What content needs to be presented on the site Social Sharing Platform integrations