SlideShare a Scribd company logo
WINNING

ser eXperience
Can’t you do
anything right?
Give me your
!@#$% email
address!
Not the decision maker

No opportunity in the first place

Budget too small Customer already locked in

They don’t get it even
though they need it!
Bad Fit

Competitor-customer relationship is strong

Didn’t understand what the customer wanted
2
REASONS
you lose
a sale
You should NOT have
been there in the
first place!
Outsold
Sales Cycle
• • • • • • •
• • • • • • •
Website
Information
Architecture
Functionality
Platform
User
Interface
Usability &
Accessibility
Content
There’s a subtle difference
between
Motivators and
De-motivators
When is a
web design
not a
design?
When it doesn’t
solve a problem
“

Design isn’t just about what it
looks like and feels like.
“

Design is how it
works and performs.

Design isn’t just about what it
looks like and feels like.
Great design
works beautifully
and efficiently in

SOLVING A PROBLEM
What was the PRIMARY
BUSINESS PROBLEM your
website was suppose to solve?
+

SOLVES A
PROBLEM
often

sometimes

never
The Big Picture
Rate overall experience
Very Bad
1

2

Fair
3

Good
4

5

Excellent
6

7
Fit For Purpose
PRIMARY PURPOSE OF VISIT
Buy a product/service

Learn more ‘about us’

Learn about product

Become a subscriber

Research pricing

Check out blog

Get tips and know-how
Were you able
to complete the
primary purpose
of your website
visit today

Yes
No

Why?
Recommend our website
to a friend or colleague?
1

2

3

4

5

6

7
Important information?
Pricing

General info

Photos

Specific product
info

Videos
Events

Specific promotion
Important functions?
Online community

Download tips

Purchasing online

Recommendations

Request a call-back

Site-specific search

Login area

Request a quote
Call-to-Action
NEXT STEPS
Consult decision-maker
Get more info
Subscribe
Find other suppliers
Search for trusted reviews
NEXT STEPS
Visit the website again
Get a quote
Download a brochure
Buy from another supplier
Purchase Decision
Today

3 - 6 mths

Next week

Within 12 mths

Next month

Beyond 12 mths

1 - 2 mths

Not sure
Grow
Refine

Aggregate
Experience
Value
Proposition

Reach

Business Value
Proposition

Test & Validate Conversion Rate

Social Media

SEO

Authority
Content

Net Customer Advocacy

Events & Webinars

Email Marketing

Mobile
Responsive

Multi-media
Content

Sean Ellis Test

Networking

Keyword
Research

Blue Ocean Strategy
Exclusive
Premium
Membership
Better Online
Sales Funnel
Faster
Guaranteed
more leads
Networking
Referral

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