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Session 3: Website:
User Experience (part 1)
ITO Companies
Cali,
14 October 2015
2
Participant introduction & objectives
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
Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
4
5
What is the last thing you’ve booked or
bought online?
For me it was an apartment rental
6
When I am in London, I drive with Uber
7
8
Uber worth more than Hertz, United
Airlines and Hilton
9
What do Uber and AirBnB have in common?
Developing a better product
10
11
Think big
Mobile first
12
Incredible webdesign
13
Promotion, promotion, promotion
14
Who?
How? What?
Visitors
Offering
Technology
& Marketing
VALUE
Loyalty
Efficieny
Interactivity
Three questions about your website
15
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
Question
What CMS do you currently use?
17
18
Choosing a CMS
19
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
Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
21
22
23
The right content
24
00
. CONVERT
CATCH
CONNECT
Targeting phases
25 25.
CATCH CONNECT CONVERT
Search
Social Media
CRM
Website
E-Mail
Web Analytics
Which channels?
Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
26
A value proposition is a promise of value to
be delivered. It's the primary reason a
prospect should buy from you.
Session 3: Website: User Experience (part 1)
The ‘why’ factor
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
Testimonials
Video testimonials
Outline user experience session
• Trends & Strategy
• Customer journey
• Value proposition
• Call-to-actions
33
What is a call-to-action?
Contrasting colours
Step-by-step process
Create a sense of urgency
Create a sense of urgency
But don’t kiss on a first date
Use click-triggers
Test different types of content
42
Questions?
Thank you!

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Session 3: Website: User Experience (part 1)