This document provides guidance on building an efficient website. It discusses defining the purpose and structure of the site, including functionality, usability, design, content, accessibility, search engine optimization, and analytics. Key aspects covered are defining the goal and audience, creating an intuitive layout, optimizing for conversions and user experience, and using analytics to test performance and improve the site over time. The overall message is that websites should be designed with users and goals in mind, and optimized through testing and analysis.

1. BUILD AN EFFICIENT WEBSITE
By

2. You will see how simple and easy it is.
You have to be simple and help the user to do what you want.

3. Millions of people
search the web
everyday.

4. Weekly hours spent on media
Source: EIAA Mediascope Europe / Media consumption study 2008

5. You can have great results for your business using the internet.
But this will require you to do it well. If you do it correctly, the rewards will be
surprisingly.

6. You need to define the idea of what you plan to accomplish by creating your
website.
Remember this: Your purpose largely determines the look and feel of your
website, as well as how you will promote it.

7. You want to make your site show up in the search engines, preferably on page
one and at the same time you want your site to be aimed by your visitors, you
want they stay on it for as long as possible and accomplish your goal.

8. Let’s get started…

9. Define the purpose of building your website and online presence.
Once you define it, you can start…

10.  Purpose
 Structure
 Functionalities
 Usability
 Design
 Content
 Accessibility
 Search Engine Optimization
 Google Analytics

11.  Purpose
- Be sure that your website is serving your purpose.
- Don’t create a presentation website if you want to sell online. Make an
ecommerce one.

12.  Structure
- Make the structure of the website before you start to design it: layout
planning-wireframe.
- You should know exactly what your website will contains.
- With the structure already done, the designer will know what should be
revealed.
- In the structure you’ll define the categories and the designer will know
exactly how to design the whole website.

13.  Functionalities
- Features of a property website. Examples:
- Calls2action-registration and latest deals
- Search results from property database
- Search button on every page
- Log-in
- Newsletter form

14.  Usability
- What your site does for the user and for your business

15. - How intuitive is for the user to use the website for serving his purpose?
- Are they satisfied by the process?
- How easy he can learn to use the frontend that he never saw it in the past
for accomplish the basics needs?
- How easy he can finish the required activities on the website?
- How many errors he’s doing?
- How friendly is to use the design?

16. We measure the usability by the
conversion rate: how many visitors are
converted into clients.
Average conversion rate: 2%
For website with good usability: 16%

17. Don’t make your visitors think, make them DO!
• Call2Action
• Colors
• Text
• User friendly navigation
• Check the links errors
• Different browsers compatibility and different resolutions

19. Even if it’s hard, we will help you!

20. You’ll go up, just if we let you!

21. Define what users should do on your website and involve them.

22. Positioning /
Colours /
Dimension

25. 1. Simple and intuitive
2. Maximum 2 clicks to each page
3. Don’t make them guess where you send them

26.  Design
- First impression counts a lot.
- Design it depending on:
- Who is your audience?
- What are their demographics?
- How will they use the website?
- What technology to they have?

27.  Content
- What your site says to the user
- Talk on their language.
- Drive them where you want.
- Use call2action.
- And search engines
- Write it in order to help you for search engine optimization

28.  Accessibility
- Risk of excluding large audience: 14% of the population registered disabled
- Accessible sites work better in less popular browsers/platforms/sizes
- Accessible websites are more search engine friendly

29.  Search Engine Optimization
- How is the design, functionality & content influence visibility in the search
engines:
- Design
- Functionality
- Content

30.  Search Engine Optimization
- Design
- Images can’t be indexed
- Certain technologies such as Flash, Frames and Java Script can’t be indexed
- Design can limit the space for optimized text, or too much text can spoil the
design

31.  Search Engine Optimization
- Functionality
- Certain database functionality such as dynamic url-s, ecommerce sites
and some content management systems can’t be indexed

32.  Search Engine Optimization
- Content
- Amount, structure and keyphrases with the content (on-page factors) all have significant
influence on positions achieved for keyphrases used by searcher
- Content consists of the visible content (ie elements seen by the user) and the content in
the code and tags (meta-data) both are important for search engine optimization
- Search engine optimization is the process that improve its rankings in search engines for
the keyphrases used by customers.

33.  Google Analytics
- Get free matrix from Google

34. 34
It offers information about the users behavior on your website, including what’s
their impression about it, what they’ve done on it and if they served your
purpose.

35. <script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-
analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-xxxxxxx-x");
pageTracker._trackPageview();
} catch(err) {}</script>
Unique ID
We integrate a JavaScript cod on each page we want to monitor:

36. Visitors
Traffic sources
Content
Goals
Ecommerce

37. Comparing with
past period

44. ecommerce

45. ecommerce

46. Most people have the wrong image of themselves (and their website)

47. 47
Who should decide?
Creation
Director
IT
Webmaster
Design
MarketingThe users
of the website!

48. - How we can we know we will do it right for
serving our purpose?
- Very simple! Use Google Website Optimizer.

49. WEBSITE OPTIMIZER

50. 50
Test it and keep the right version!

51. 51
Is our site performing now?
Find out using Google Analytics tool!

52. We hope you enjoyed our
presentation!

53. Oana Chiva
General Manager
E-mail: oana.chiva@digitalgarden.ro
contact@