1) The document summarizes a session on user experience for websites, covering trends, customer journeys, value propositions, and calls-to-action. 2) It discusses common elements of successful websites like Uber and AirBnB and emphasizes the importance of mobile-first design, incredible web design, and promotion. 3) The session then outlines key questions about a website, the customer journey, and techniques for content, technology, experience, promotion and measurement to improve conversions.

1. Session 3: Website:
User Experience (part 1)
ITO Companies
Cali,
14 October 2015

2. 2
Participant introduction & objectives

3. Willem Blom
• Teacher Website Promotion CBI
- Corporate E-business trainings
• Founder Expand Online
- Dutch online marketing company
- Google Certified Partner, Deloitte Fast500
• International IT experience
- E.g. Amadeus, GreenHotelWorld, TamTam
- Software outsourcing to India, Argentina, Croatia

4. Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
4

5. 5
What is the last thing you’ve booked or
bought online?

6. For me it was an apartment rental
6

7. When I am in London, I drive with Uber
7

8. 8
Uber worth more than Hertz, United
Airlines and Hilton

9. 9
What do Uber and AirBnB have in common?

10. Developing a better product
10

11. 11
Think big

12. Mobile first
12

13. Incredible webdesign
13

14. Promotion, promotion, promotion
14

15. Who?
How? What?
Visitors
Offering
Technology
& Marketing
VALUE
Loyalty
Efficieny
Interactivity
Three questions about your website
15

16. Who?
Customer Journey
• Orientation phase
• Conversion oriented
Individual prospects with
specific needs
What information are they
looking for?
Website strategy
What?
Content
• Images & video
• Product outline
Recommendations
• Testimonials
Conversions
• Online form
• Phone numbers and
call-to-actions
How?
Website technique
• Easy-to-use CMS
• Hosting & Domain
Website experience
• Attractive design
• Content Management
Website promotion
• Online Marketing
Website measurement
• (Google) Analytics
16

17. Question
What CMS do you currently use?
17

18. 18
Choosing a CMS

19. 19

20. 20
Hosting checklist
 Choose a .com or .co TLD extension
 Register yourself as the owner
 Use relevant keywords, no numbers, dashes or
abbreviations
 Check customer reviews, features, support and
technical specifications before chosing a provider

21. Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
21

22. 22

23. 23
The right content

24. 24
00
. CONVERT
CATCH
CONNECT
Targeting phases

25. 25 25.
CATCH CONNECT CONVERT
Search
Social Media
CRM
Website
E-Mail
Web Analytics
Which channels?

26. Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
26

27. A value proposition is a promise of value to
be delivered. It's the primary reason a
prospect should buy from you.

29. The ‘why’ factor

30. Let’s now look at your value proposition:
1. Write 1 sentence about your offering
2. Name 3 key benefits why a client should
choose you

31. Testimonials

32. Video testimonials

33. Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
33

34. What is a call-to-action?

35. Contrasting colours

36. Step-by-step process

37. Create a sense of urgency

38. Create a sense of urgency

39. But don’t kiss on a first date

40. Use click-triggers

41. Test different types of content

42. 42
Questions?
Thank you!