How to develop a website strategy that makes a more effective website. Improve the performance of your website by 100% or more.

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Effective Web Strategy
Getting better results out of your website

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About Me
Ross Johnson, CEO 3.7 DESIGNS

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About Me
Ross Johnson, CEO 3.7 DESIGNS

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About Me
Ross Johnson, CEO 3.7 DESIGNS

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About Me
Ross Johnson, CEO 3.7 DESIGNS

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Quick Survey
About the state of your companies website

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Have a website?

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Know how well it
performs?

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Will be
redesigning /
updating soon?

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You are no
match for my
“web strategy”

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What is Web
Strategy?

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WEB STRATEGY: STEP 1
1.Obtaining Traffic
Turning Browsers into Users

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WEB STRATEGY: STEP 2
2. Converting
Turning Users into Customers

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WEB STRATEGY: STEP 3
Satisfy & Retain
Turning Customers into Clients

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WEB STRATEGY: STEP 4
Monitor & Improve
Increase traffic, conversions and customers

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OUR FOCUS TODAY
Converting Users
Browsers
Users
Customers
Clients

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Why focus on
conversions?

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Increases of 100%
OR MORE

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A Common Approach
to Website Planning...
(and how it needs to be improved)

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“Let’s redesign
our website, what
should be on it?”
CHIEF MARKETING OFFICER

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“Lets put up
employee bios!”
THE WEBSITE COMITY

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“Lets put up job
opportunities”
HUMAN RESOURCES

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“I want to talk
about the
company history”
CHIEF MARKETING OFFICER

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“My son uses
facebook, lets
include that!”

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“My son likes
Scoobie Doo and
he uses the
internet all day”

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“Why don’t we
add movies!”
THE WEBSITE COMITY

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“Marketing wants
to gather lots of
data, make the
forms long!”

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“Let’s have some
sweet animation and
lots of fire!”

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“blah blah blah
blah blah blah...”

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The problems

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PROBLEM NUMBER 1
NO Empathy
Understanding

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PROBLEM NUMBER 2
NO THOUGHT FOR:
The Decision Making Process
Persuasion Psychology

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COMPLETELY
Subjective

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INCORRECT
Focus

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Step 1
Know your Users
Goals
Ambitions
Tasks
Motivators
Personality Types

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DO RESEARCH THEN
Create Personas
“ A ‘thumbnail’ description of a type of person. Although they will
reference demographics, their most important aspect is that they
focus on the goals of site users.
”
They will also go beyond this to define the psychographics of web
users such as their motivations in visiting a website and even their
personal aspirations.

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“ Everything you
think you know
about the user is
probably wrong
”

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“ The users aren’t who
you think they are. ”

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“ They do things
differently than you think ”

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“ They have different
reasons for need your
product than you think ”

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?
WHAT
Questions do they
need answered

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WHAT
tasks are they trying
TO ACCOMPLISH ?

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WHAT
MOTIVATES
THEM ?

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Step 2
Know How We Make
Decisions
Attention / Interest
Desire / Action /Satisfy

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A
Attention /
Awareness

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People have to know
about your site to get
to your site

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I
Interest

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get users to
SELF SELECT

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This website...
understand my problem

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This website...
has MY solution

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D
Desire

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Research
Compare
THE STAGES OF DESIRE
Get Details
Customize

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A
Action

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Get out of the
visitors way

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Make it easy

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Make it feel safe

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E-COMMERCE
Changing the words “Register” to “Continue”
caused an increase of $300,000,000

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S
Satisfy

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EVERY PAGE NEEDS
A Focus / Purpose
A Call to Action

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Step 3
Focus Your Site
Simple, Clear & Easy

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Less
is
more

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ACTUALLY...
we don’t want options

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Remove anything that
is not necessary

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Step 4
Use Persuasion
Use Psychology to be
Compelling

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Text
Social
Validation

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33% INCREASE IN REUSED TOWELS
OVER A GENERIC “PLEASE REUSE”
“Majority of the guests staying in this
room chose to reuse their towels”

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Fear of Loss
IS MORE COMPELLING THAN GAIN

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UTILIZE AND HAVE Authority

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Reciprocity
OH WHY THANK YOU!

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Lots more to learn

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Learn more from the
following books:
Buyology Influence
Neuro Web Design Landing Page
Call to Action Optimization