TODMS-4-Infoarchitecturect_asv1.1
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The document focuses on design principles for effective information architecture and calls to action, highlighting the importance of clear layouts, logical flows, and intuitive messaging. It discusses managing the sales funnel through various acquisition methods and emphasizes the significance of tracking customer behavior, lifecycle, and recency to optimize marketing strategies. Additionally, it suggests segmenting customers by acquisition channels to identify their lifetime value and prioritize higher-value customers.
TODMS-4-Infoarchitecturect_asv1.1
- 1. Design, Info Architecture & Calls to ActionCase Studies
- 2. Design with Clear Intent
- 4. Clear Layout
- 5. Clear Layout
- 8. Demonstrate clear Call to Action
- 9. Clear Calls to Action
- 10. Obvious Benefits
- 11. Obvious Benefits
- 14. Clear and Intuitive Messages
- 17. Managing the Sales FunnelMethods of acquisitionPPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.Once there – what’s important?Prove you can Add ValueQualify Leads with intent You want users who are amenable to your message – Its ok for users to self-select opt outMonetise towards latter end of the FunnelAfter user sees value and expresses intentPush low-cost options in the middle of funnelHigh cost ones at the end of your funnel
- 18. Customer LifecycleUnderstand the customer lifecycle The various stages of a customer over a timer periodCreate indicators to track their intentAs they begin to move lag – make sure you target themIdentify high repeat behaviour Identify a common characteristic – and track this e.g. have visited more than 3 time and purchaseTrack rising and falling repeat ratesHave early warning systems in placeTrack repeat rate by media source Search Engine, PPC, Banner Ad etc..
- 19. Customer Lifetime ValueSegment customers into acquisition channelsIdentify the potential lifetime value per channelIdentify length of customer lifecycle per channelLow cost channels could have shortest lifecycleCompare the relative potential valueConsider: length of lifecycle, potential revenue per Customer Allocate money towards higher potential value customers By corollary - away from lower potential value customers
- 20. Understanding “Recency”Tracking Recency Time since a customer last engaged in a behaviourRecency is # 1 most powerful predictor of future behavior Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviourThe more Recent a customer is, the higher their potential value isSegment Repeat segment into past and present (30 days)Apply a recency filter for real-time viewLonger a customer has stopped engaging the less likely they are to repeatTake adjustive measures to increase in quality recency repeat customers
- 21. Web 2.0 Design Model
- 34. Calls To Action