Website design and conversion
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This document discusses various topics related to website design and conversion optimization. It covers fundamentals of website design like content structure, visual design, user experience and analytics. It also discusses different customer buying modes and how to design landing pages, marketing campaigns and the overall user experience to cater to different types of customers and increase conversions. Finally, it provides guidance on integrating design principles, marketing efforts and analytics to maximize a website's effectiveness.
![Emotional
connection
Q1: I feel related to the type of
people who are [X]’s customers
Q2: I feel as though [X] actually
cares about me
Q3: I feel as though [X] really
understands me](https://image.slidesharecdn.com/websitedesignandconversion-201027212753/85/Website-design-and-conversion-26-320.jpg)
![Online
experience
Q4: [X]’s web site provides easy-
to-follow search paths
Q5: I never feel lost when
navigating through [X]’s web site
Q6: I was able to obtain the
information I wanted without any
delay](https://image.slidesharecdn.com/websitedesignandconversion-201027212753/85/Website-design-and-conversion-27-320.jpg)
![Responsive
service
nature
Q7: [X] is willing and ready to
respond to customer needs
Q8: [X]’s web site gives visitors
the opportunity to ‘talk back’ to
[X]](https://image.slidesharecdn.com/websitedesignandconversion-201027212753/85/Website-design-and-conversion-28-320.jpg)
![Trust
Q9: I trust [X] to keep my personal
information safe
Q10: I feel safe in my transactions with [X](https://image.slidesharecdn.com/websitedesignandconversion-201027212753/85/Website-design-and-conversion-29-320.jpg)
![Fulfilment
Q11: I got what I ordered from
[X]’s web site
Q12: The product was delivered
by the time promised by [X].](https://image.slidesharecdn.com/websitedesignandconversion-201027212753/85/Website-design-and-conversion-30-320.jpg)
Website design and conversion
- 2. PINZON & CO PINZON & CO
- 3. What are Cloud tags? What’s the difference between the internet and the world wide web? What’s a web host? What is a domain name? What are hyperlinks? Discussion
- 4. Site design Function Content Form Organization interaction
- 5. Six ‘weapons of influence’ Visual design Digital analytics Legal requirements Digital marketing planning and improvement process.
- 6. Buying modes Methodological Humanistic Spontaneous Competitive
- 7. The Methodical: how type What are the details? What’s the fine print? How does this work?
- 8. The Humanistic focuses on WHO-type questions: ● How will your product or service make me feel? ● Who uses your products/service? ● Who are you? Tell me who is on your staff and let me see bios.
- 9. The Spontaneous focuses on WHY- and sometimes WHEN- type questions: HOW CAN YOU GET ME TO WHAT I NEED QUICKLY? DO YOU OFFER SUPERIOR SERVICE? CAN I CUSTOMIZE YOUR PRODUCT OR SERVICE?
- 10. The Competitive focuses on WHAT-type questions: What are your competitive advantages? What makes you the superior choice? What makes you a credible company?
- 11. Discussion Web design wise: 1- What’s a landing page and when it is best to use them? 2- What’s a call to action (CTA) and examples of this. 3- What is a fold? 4- What’s the ideal line length? 5- What’s more effective single column or two-column? 6- What is A/B testing? 7- What’s online value proposition (OVP)
- 12. Essential elements of creating effective experiences Accessibility. User-centred design and usability. Information architecture and findability. Search engine optimization (SEO). Web standards. Persuasion to deliver commercial results.
- 13. Usability If a web site is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a web site, they leave. If a web site’s information is hard to read or doesn’t answer users’ key questions, they leave.
- 14. Accessibility Site customers feedback tools tell you why, while web analytics only show you what and where Website customer feedback tools review
- 15. Integrated design Offline choose to online choose Online choose to offline purchase
- 16. 5 ways to integrate social media on your website • • • • •
- 17. Integrated design CONTACT US’ FORMS SUPPORT SALES QUESTIONS CALL-BACK LIVECHAT SYSTEMS. OFFLINE TO CHOOSE ONLINE ONLINE CHOOSE TO OFFLINE PURCHASE
- 18. User centered design approach Research Design and testing Graphic design Development Tracking and analytics
- 19. Research Business goals Brand values Audience/ customers Focus groups Personas Web analytics
- 21. Testing Eye tracking Mobile user testing Usability
- 22. Tracking and analysis WEB ANALYTICS COOKIES OPTIMIZATION
- 23. Online value proposition (OVP) Is different from your competitors Is not available in the real world Makes a difference to your customers’ lives.
- 24. Online value proposition (OVP) Customer or company name Country Customer preferences News and events
- 25. Key variables for web design objectives Emotional connection Online experience Responsive service nature Trust Fulfilment
- 26. Emotional connection Q1: I feel related to the type of people who are [X]’s customers Q2: I feel as though [X] actually cares about me Q3: I feel as though [X] really understands me
- 27. Online experience Q4: [X]’s web site provides easy- to-follow search paths Q5: I never feel lost when navigating through [X]’s web site Q6: I was able to obtain the information I wanted without any delay
- 28. Responsive service nature Q7: [X] is willing and ready to respond to customer needs Q8: [X]’s web site gives visitors the opportunity to ‘talk back’ to [X]
- 29. Trust Q9: I trust [X] to keep my personal information safe Q10: I feel safe in my transactions with [X
- 30. Fulfilment Q11: I got what I ordered from [X]’s web site Q12: The product was delivered by the time promised by [X].
- 31. Increasing landing page conversion rate Forward analysis Entry pages. Deep linked What are the most popular paths from landing pages and how we can influence them? Reverse path analysis Destination pages or panels Points of resolution. What are the most popular destinations (leads or offers) from landing pages and promotions and how can we influence them?
- 32. Entry pages or deep linked Home pages Search page Category page Product page Blog or content page Independent landing page
- 33. Move customers through the buying process Learning. e.g., video’s, tutorials, animations, blogs, How to’s, downloads Deciding. Ability to display final product, customer service interaction e.g., in real time, toll free numbers, customer ratings. Buying. incentives to buy now, minimize stages, know what you have and where you have been, reassure privacy and security After sales support. FAQ’s, customer feedback, account management etc.
- 34. Points of resolution Lead magnets Promotions and announcements Conversions forms or check outs Sales and service. E.g. live chats Brand credibility and trust factors Online value proposition
- 35. Integrating (OVP) with marketing efforts Web address and be in all advertising State the proposition clearly on- site. Deliver on the proposition through all interactions a customer
- 36. Aesthetics GRAPHICS COLOUR STYLE LAYOUT AND TYPOGRAPHY
- 37. Site personality Typography Background colour and images Borders and margins
- 38. A good page template design An aesthetic, visually pleasing layout Clear emphasis of different content types Visual hierarchy showing the relative importance of different content through size Prioritization of marketing messages and calls-to- action for different audiences and products for persuasion purposes Clear navigation options to a range of content, services and visitor engagement devices.
- 39. Design constraints The top sites download in less than a second. Mobile friendly Avoid plug- ins Use a consistent typography throughout a site. limit the use of different font types and sizes. Sans-serif font styles such as arial or Verdana tend to work best on the web
- 40. Design constraints Never use underline in body text Headlines longer than three or four words may work best for SEO purpose Avoid pages where the text content stretches across the full width of the browser
- 41. Page design Home page Product or service pages Product category and sub-category pages On-site search results page Landing pages for bought media such as Google AdWords or marketing campaigns Content marketing pages Social hub page (integrating feeds and updates from different networks) Blog page Utility pages (a standard template for ‘About us’, ‘Contact us’, etc.).
- 42. Google analytics Google analytics Mobile marketing options SMS QR Bluetooth Apps Social media