Introduction to web design and usability for Open Coffee II event in Chania Software Developers in Crete. All resources available at: http://www.catch22marketing.com/news/03/web-design/open-coffee/

1. DON’T MAKE ME THINK
Web Design Today and Tomorrow
Cameron Clark
@catch22mkting

2. WHAT IS DESIGN?

3. AESTHETICS
APPEARANCE - STYLE - TONE - LAYOUT

4. FUNCTION
HOW IT WORKS - INTERACTION - EFFICIENCY

5. UNDERSTANDING
PEOPLE - DATA - MARKET - TRENDS - COMPETITION

6. PURPOSE
RETURN PROFIT - QUALITY - LEGACY - HAPPINESS

7. FEASIBILITY
BUDGET - TIMING - NEEDS

8. THE PRINCIPLE OF
GREAT WEB DESIGN
Don’t Make Me Think!

9. USABILITY
Every Visitor Asks 3 Questions
1. WHO ARE YOU?
2. WHAT DO YOU DO?
3. WHAT CAN I DO HERE?

10. SEARCH ENGINE FACTS
1. Most online journeys begin on Google
2. Google handles 1 billion searches a day
3. YouTube is the 2nd most popular search engine
4. Microsoft and Yahoo also have search engines :)

12. USABILITY
Because of levels of online competition and Google-centric
behaviour visitors asks 3 2 questions
Yesterday Today
1. WHO ARE YOU?
1. WHAT MAKES YOU SPECIAL?
2. WHAT DO YOU DO?
2. WHAT CAN I DO HERE?
3. WHAT CAN I DO HERE?

13. CASE STUDY #1
English Language School in London

16. DESIGN BRIEF
PURPOSE:
Get enquiries for English courses
UNDERSTANDING:
Aiming at young international students.
WLA is cheaper than other London schools.
Competing against other European cities.
FEASIBILITY:
Budget for design, build and SEO £5-10,000.

18. 1. WHO ARE THEY?
2. WHAT DO THEY DO?
3. WHAT CAN WE DO HERE?

22. Key Principle
Capture Data!

23. RESULTS
Since launch in November 2010
Online Enrolments: 437 per year (36 per month)
437 enrolments with 70% completion rate = 306
Online Tests: 1447 (Useful Database)
Quick Enquiries: 953 (56 per month)
Ave Course 10 Weeks = £515
£515 x 306 enrolments = £157,590 (€189,665)
€189,665 - €41,117 (Existing income) / website = 27x ROI

24. CASE STUDY #2
Removals Company London

25. DESIGN BRIEF
PURPOSE:
Get enquiries for home removals.
Also office removals, storage and packaging
UNDERSTANDING:
Competitive marketplace
People look for multiple quotes
FEASIBILITY:
Budget for design, photography, SEO and
6 months ongoing SEO: £8-12,000

31. This important page had high
exit rates. So ‘contextual’ call-
to-action links were added.
Conversions increased!

32. This important page had high
exit rates. So ‘contextual’ call-
to-action links were added.
Conversions increased!

33. Key Principle
Measure Data with Analytics!
Apply changes

35. RESULTS
Sample Month February 2011
Online Quote Requests: 62
With 33% conversion rate = 20 Bookings
Quick Enquiries: 5
Telephone + email: not included
Ave Booking: 2 Men Luton Van = £550
Feb: 20 bookings x £550 = £11,000
€13,240 gross profit p/m compared to €3,960 of old site

36. MORE EXAMPLES

44. DESIGN PRINCIPLES
Define the PURPOSE of the site first.
1 Understand WHO you are targeting
and WHAT they want. Give it to them!
Capture data.
2 Make it easy to Calls to Action!
make contact with
Measure results - Make changes.
3
It’s a PROCESS!

45. THANK YOU
Presentation available at
catch22marketing.com/news and chaniadevs.wordpress.com

46. GLOSSARY
• Book: Don’t Make Me Think by Steve Krug. > Website: www.sensible.com/dmmt.html
• State of Search (Infographic)
• Top 3 Search Engines - Search Engine Watch
• Websites Shown: WLA Before and New WLA Site
• Websites Shown: Gentleman & a Van New Website
• Catch22 Marketing - Before and After Gallery
• Guided tour of Google Analytics and Download Analytics Free
• Additional Help: Catch22 Marketing - Website Startup Guide