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- 2. ABOUT SEROKA/TOP FLOOR 15 YEARS OF DELIVERING DIGITAL MARKETING RESULTS DEDICATED TEAMS: ! • BRANDING • MARKETING STRATEGY • DIGITAL DESIGN • DIGITAL DEVELOPMENT • INTERNET MARKETING • SEARCH AND ANALYTICS • CONVERSION OPTIMIZATION • INTEGRATED MARKETING SERVICES
- 3. ABOUT ME CLAY KONNOR DIRECTOR OF INTERACTIVE DESIGN PHOTO (329W X 357H) • 20 YEARS DIGITAL MARKETING EXPERIENCE • HUNDREDS OF WEBSITE DESIGNS • MAJOR GLOBAL BRAND EXPERIENCE • FEATURED NATIONALLY AS SPEAKER • UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, ETC.
- 4. TOP 10 B2B MARKETING CHANNELS 8 out of the top 10 most effective marketing channels are digital
- 5. THE IMPORTANCE OF YOUR WEBSITE
- 7. THE IMPORTANCE OF YOUR WEBSITE Digital interactivity now represents the center of the marketing universe. Today’s marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that support sales and service. ! While lead generation used to consist of broadcasting messages it must now rely heavily on being found in the right place at the right time.
- 8. THE IMPORTANCE OF YOUR WEBSITE CONTENT EMAIL ONLINE MARKETING ADVERTISING WEBSITE MARKETING AUTOMATION DIRECT MAIL SOCIAL EVENTS Your website is the hub of all your marke3ng ac3vi3es and the primary brand delivery vehicle.
- 9. THE IMPORTANCE OF YOUR WEBSITE SEARCH PPC CONTENT PR MARKETING ADVERTISING SOCIAL Top of funnel ac3vi3es -‐ dedicated departments -‐ create more traffic Bo?om of funnel -‐ increase conversion through UX design, tes3ng and modifica3on THE METHOD OF CREATING GREATER ONLINE SUCCESS IS THROUGH OPTIMIZATION OF BOTH SIDES OF THE FUNNEL
- 10. SEROKA/TOP FLOOR EXPERTISE GETTING MORE TRAFFIC TO YOUR WEBSITE BRAND DEVELOPMENT PAID SEARCH CONTENT MARKETING PUBLIC RELATIONS MARKETING AUTOMATION United forces of Seroka and Top Floor provide deep exper3se and dedicated teams SEARCH SOCIAL EVENT SUPPORT
- 11. SEROKA/TOP FLOOR EXPERTISE GETTING MORE CONVERSION FROM YOUR WEBSITE WEB DESIGN WEB DEVELOPMENT United forces of Seroka and Top Floor provide deep exper3se and dedicated teams USER EXPERIENCE USER TESTING
- 12. THE IMPORTANCE OF YOUR WEBSITE CREATING GREATER CONVERSIONS FROM YOUR WEBSITE Site Visits x Conversion Percentage = Results 1000 x .6 = 60
- 13. THE IMPORTANCE OF YOUR WEBSITE CREATING GREATER CONVERSIONS Design Site Design 1 Site Design 2 Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1 $1 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue Per Sale $100 $100 Total Web Sales $3,000,000 $5,000,000 Even a small increase in site conversion creates very drama3c bo?om-‐line impact
- 14. THE IMPORTANCE OF YOUR WEBSITE CREATING WEBSITE PERFORMANCE • • • A professional look and feel that generates trust and confidence in the brand Persona-based design that is centered around known use-cases A user experience that facilitates those use-cases • Users can quickly understand • Users can easily find what they need based on their criteria • Users can easily convert
- 15. THE IMPORTANCE OF YOUR WEBSITE LOOK & FEEL Trust and confidence in the brand happen in a fraction of a second at the subconscious level.
- 17. THE IMPORTANCE OF YOUR WEBSITE LOOK & FEEL Trust?
- 19. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION Design is not only the way a site looks and feels, but is the entirety of what goes into a site from strategy through surface that makes it work.
- 20. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION 4.35 5.35 1.53 3.17 2.01 3.17 4.03 1.36 3.02 2.08 3.06 3.77 2.69 3.59 2.39 1.37 2.51 3.64 3.90 2.85 0.19 1.84 3.32 3.80 6.21 0.11 1.59 3.78 3.65 9.33 0.03 0.85 3.66 3.80 5.70 0.05 1.22 4.22 3.41 7.58 0.20 1.94 3.82 3.30 7.63 1.22 3.25 2.41 2.88 5.64 2.86 5.65 2.92 3.65 2.66 3.09 6.00 2.47 3.42 1.83
- 21. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION
- 22. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION
- 23. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION
- 24. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION
- 25. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION
- 26. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION This might mean a menu that explains context and provides informa3on
- 27. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION Or secondary pages that provide deep informa3on via easily digested formats such as video
- 28. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION Or even a site that customizes the informa3on provided based on user roles or user type
- 29. THE IMPORTANCE OF YOUR WEBSITE A USER EXPERIENCE THAT DRIVES CONVERSION EXAMPLE OF HOW THEIR WEBSITE CAN DO THESEE THINGS
- 30. THE IMPORTANCE OF YOUR WEBSITE THE DESIGN PROCESS concrete surface visual design interface design skeleton user experience structure information architecture scope strategy abstract content requirements technological requirements user needs marketing objectives
- 31. THE IMPORTANCE OF YOUR WEBSITE THE DEVELOPMENT PROCESS
- 32. WHY MOBILE? All Internet Searches 54% Mobile 46% Desktop (Source: Microsoft Tag)
- 33. WHY MOBILE? Searches with local intent 60% Mobile 40% Desktop (Source: Microsoft Tag)
- 34. WHY MOBILE? Email - Initial open/read 55% Mobile 45% Desktop Source: Campaign Monitor 2013 ! Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively. !
- 35. WHY MOBILE? Source: Campaign Monitor 2013
- 36. WHY MOBILE? How do people get online? 45% Don’t use phone 55% Use phone sometimes 17% Use phone EXCLUSIVELY Source: Nielson survey 2012 ! Actual client percentages in 2013 are 7-‐29% mobile for B2B
- 37. MOBILE DESIGN RESPONSIVE SITE DESIGN
- 38. MOBILE DESIGN RESPONSIVE SITE DESIGN • Has the same URL as desktop site • No possible conflict with search • Method endorsed by Google • Majority of new developments benefit from responsive • Future ready to adapt to newly introduced screens and devices
- 39. MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE:
- 40. PROPOSAL
- 41. PROPOSAL RIGHTSOURCING’S NEW WEBSITE BULLET LIST OF FEATURES PROPOSED TO CORRESPOND WITH WRITTEN PROPOSAL