Milestone digital marketing webinar highlighting designing websites that convert, increasing your website's revenue.

1. STORY TELLING WEBSITES
THAT CONVERT

2. Milestone Confidential
Panelists
Jake Brennan
Marketing Associate, Moderator
Zulema Romero
Sr. Director of Client Services
Kyra McIntire
Sr. Designer
Aastha Tandon
Sr. Account Manager
Aaron Horowitz
Digital Marketing Strategist

3. Milestone Confidential
Agenda
1 Customer Journey & Your Story
2 Designing for your Audience
3 Programming Must Haves
4 Conversion Optimization & Measuring
Success

4. THE CUSTOMER
JOURNEY & YOUR
STORY

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The Customer Journey
1
About You &
Understand Your
Audience
2
Personas & Behaviors
3
Put This Into Practice
4

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WEBSITE
PAID
SEARCH
DISPLAY
TRAVEL
INSPIRATION
RESEARCH BOOKING ON PROPERTY POST-STAY
SOCIAL
EMAIL ORGANIC
SEARCH
REVIEWS REVIEWS
EMAIL EMAIL
WEBSITE
SOCIAL SOCIAL
The Customer Journey

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Tell Your Story
About You
Your
Audience
Challenges
Unique Selling
Points
Your Business

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Planning
Who Are Your Customers?
Young Free Spirit
Self Seeker
Bride
Experience Seeker
Couponing Family
Dream Tripper
Go for it Family
Frugal Boomer
Visiting Family Retiree
Bucket Lister
Search
Engines
Wedding
Directories
Wedding
Blogs
Social
Channels
Personas Channels
• 25-35 years old
• Multiple jobs over
several years
• 4+ trips a year
• HHI @ $75K+
• Very active on social
media
• Likely to travel with
other friends
Actions
Recommendations,
Engagement
RFP
• Dreaming moments
• Planning moments
• Booking moments
• Experiencing moments
Compare
and Qualify
Validate, Trust,
Relevancy

9. Historic/ Art
Deco Feel
Dining
Outlets
Group/Events
Modules
USP’s
Engagement

11. DESIGNING FOR
YOUR AUDIENCE

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The Top 5
Must-Haves
Before you
Design
Site Architecture
Colors
Images
Content
Device / Audience

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How We Define Usability
Usability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing
Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many
images
Avoid image text
Avoid too many
scripts
Compatibility
Devices – I, Preview,
Mobile, Handheld, Print
Browser
CMS
Social & Natural Search

14. Milestone Confidential
Site Architecture & Usability
Usability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing
Real Things
Legibility/ Eyetracking
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many
images
Avoid image text
Avoid too many
scripts
Compatibility
Devices – I, Preview,
Mobile, Handheld, Print
Browser
CMS
Social & Natural Search
Company Logo

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Color & Usability
Usability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing
Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many
images
Avoid image text
Avoid too many
scripts
Compatibility
Devices – I, Preview,
Mobile, Handheld, Print
Browser
CMS
Social & Natural Search

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The Psychology of Color
Colors associated with trust: Colors associated with high quality:
Colors associated with cheap/inexpensive: Colors associated with fun:

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Colors that Convert

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Images & Usability
Usability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing
Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many
images
Avoid image text
Avoid too many
scripts
Compatibility
Devices – I, Preview,
Mobile, Handheld, Print
Browser
CMS
Social & Natural Search

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Images that Convert

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Poor Use of Imagery
X X X
X
X
X
X

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Content & Usability
Usability
Site Architecture
Page Layout
Categorization
Organization
Labeling
Prioritization
Navigation
Primary
Secondary
Third Level
Footer
Site Search
Bread Crumbs
Colors
Geography
Gender
Psychology
Legibility
Images
Original - Unique
Simple Focal Point
Real People Doing
Real Things
Content
Legible
Scannable
Eyetracking
Heat Maps
Backend
Download time
Avoid flash
Avoid too many
images
Avoid image text
Avoid too many
scripts
Compatibility
Devices – I, Preview,
Mobile, Handheld, Print
Browser
CMS
Social & Natural Search

22. Milestone Confidential
Content That Converts
• Relate to your audience and solve a problem
• Audience Challenge + USP = Conversion
• Inspire user emotion and action
Make your home our extended
stay suites in Joplin, Missouri.

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Content that Converts

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Adapting
Design for
Customer
Intent

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• New Gestures
• Jquery Swiping
(photo gallery)
• Pixel Width of
average finger
DESKTOP SITE TABLET SITE MOBILE SITE
Responsive Websites: Design for the Device

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Adapting for Mobile First
1. Sticky header
2. Search Function
3. Hamburger icon with “menu” visible
4. Phone CTA with visible Phone #
5. Element to show you can scroll
6. Book Now visible above the fold,
part of sticky navigation
7. Sticky Footer with soft CTAs
1 2 3
4 5
6

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Consider Your Soft Conversions

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Consider Your Hard Conversion
Milestone Digital Marketing Conference July 25-26, 2016 @ Hyatt Regency Chicago
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29. PROGRAMMING MUST
HAVES

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Pre Site Launch Checklist
Speed & Performance
Crawlability
Relevant Fresh
Engaging Search
Optimized Content
Mobile Friendly

31. Speed & Performance
Minimize HTTP
requests
( Reduce number of requests
going to the server to improve
page performance)
Minify JS & CSS
(Source code on page
should be kept minimum to
reduce download time)
Optimized
images
(Reducing size of images
reduces load time and
increase page load speed)
Just one second delay in page-load can cause 7% loss in customer conversions!
GZIP components
(Gzipping files reducing the size
of the files sent from your server,
reducing sizes of pages by up to
70%)

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HTML CSS < > xml
Crawlablility
HTML
validation
performed on W3C to
make sure page
complies with HTML
standards and helps
cross-browser, cross-
platform and future
compatibility
CSS
validation
to ensure no errors
found in style sheets
and all browsers aim
towards compliance
with the existing
standards
Link checker
to ensure no broken
links on pages and all
links are properly
working
Canonical
tags
to avoid duplicate
content issues and
penalties
Sitemap XML
for website & images
submitted to Google
Webmaster

33. Milestone Confidential
Optimized meta
tags are structured tags
that go in page head section
so the browser can
understand it
Heading tags –
H1, H2, H3 are present in
body content
Photos,
images and
map optimized and
indexed for image and
map search
meta <h1>
Schemas for
semantic web
is micro data and rich snippets
that helps search engine index
most critical data fast and
helps improve click-through
rates
Relevant Fresh Engaging Search Optimized
Content

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Post Site Live Checklist
Speed & Performance
Crawlability
Relevant Fresh Engaging Search Optimized
Content
Mobile Friendly
Redirects In Place
Tracking Tools in Place
Conversion Elements Working

35. CONVERSION
OPTIMIZATION &
MEASURING SUCCESS

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CTA stands out
Clear, concise messaging
CTA above the fold

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Trust symbols above fold

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High-value content above fold

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Relevant, effective hero image CTA included on hero image

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Bullets to summarize important info

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CRO Tools (Conversion Rate Optimization)
Google Analytics
• Tracks stats on user interactions with
your site
• Data broken out by page/domain,
device type, region, etc.
Hotjar
• Implement surveys, heatmaps, polls
• Record and track users’ individual
sessions on site
Optimizely
• Easy-to-use tool for implementing tests
• A/B testing, MV testing
• Integrates very well with other tools
UserTesting
• Testers record themselves using your
site
• Live, narrated video w/feedback
Ptengine
• Implement heatmaps and track use by
device type
• Monitor web analytics
Google Tag Manager
• Easily update code snippets on your
site.
• Ensure multiple tools won’t impact
download speed

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5 Metrics to Measure After Site Live
• How long are visitors staying on your site?
Time on site
• How deeply are visitors interacting with your site?
Pages per visit
• Are visitors spending more time on specific pages?
Time on page
• How frequently do visitors leave your site immediately after entering?
Bounce rate
• Are a significant number of users coming back to your site?
Repeat visitors

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5 Key Takeaways
1. Connect your USPs to your client needs
2. Follow design best practices
3. Ensure your website is mobile friendly
4. Website is crawlable, fast, and relevant
5. Track all conversion points!

45. Milestone Confidential
Thank You!
Questions?
sales@milestoneinternet.com
Milestoneinternet.com
Milestonemktg
MilestoneInc
Milestone Digital Marketing
Conference
July 25th-26th
Chicago, IL