Web Site Strategy - Building an Effective Website
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The document outlines a comprehensive web strategy focusing on improving website performance through four key steps: obtaining traffic, converting users into customers, satisfying and retaining clients, and ongoing monitoring and improvement. It emphasizes understanding user goals and motivations, making decisions simple, and utilizing persuasive psychology to enhance user experience. By addressing common planning pitfalls and engaging users effectively, businesses can significantly increase website conversions and performance.
Web Site Strategy - Building an Effective Website
- 1. 3point7designs.com Effective Web Strategy Getting better results out of your website
- 2. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
- 3. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
- 4. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
- 5. 3point7designs.com About Me Ross Johnson, CEO 3.7 DESIGNS
- 6. 3point7designs.com Quick Survey About the state of your companies website
- 8. 3point7designs.com Know how well it performs?
- 9. 3point7designs.com Will be redesigning / updating soon?
- 10. 3point7designs.com You are no match for my “web strategy”
- 11. 3point7designs.com What is Web Strategy?
- 12. 3point7designs.com WEB STRATEGY: STEP 1 1.Obtaining Traffic Turning Browsers into Users
- 13. 3point7designs.com WEB STRATEGY: STEP 2 2. Converting Turning Users into Customers
- 14. 3point7designs.com WEB STRATEGY: STEP 3 Satisfy & Retain Turning Customers into Clients
- 15. 3point7designs.com WEB STRATEGY: STEP 4 Monitor & Improve Increase traffic, conversions and customers
- 16. 3point7designs.com OUR FOCUS TODAY Converting Users Browsers Users Customers Clients
- 18. 3point7designs.com Increases of 100% OR MORE
- 19. 3point7designs.com A Common Approach to Website Planning... (and how it needs to be improved)
- 20. 3point7designs.com “Let’s redesign our website, what should be on it?” CHIEF MARKETING OFFICER
- 21. 3point7designs.com “Lets put up employee bios!” THE WEBSITE COMITY
- 22. 3point7designs.com “Lets put up job opportunities” HUMAN RESOURCES
- 23. 3point7designs.com “I want to talk about the company history” CHIEF MARKETING OFFICER
- 24. 3point7designs.com “My son uses facebook, lets include that!”
- 25. 3point7designs.com “My son likes Scoobie Doo and he uses the internet all day”
- 26. 3point7designs.com “Why don’t we add movies!” THE WEBSITE COMITY
- 27. 3point7designs.com “Marketing wants to gather lots of data, make the forms long!”
- 28. 3point7designs.com “Let’s have some sweet animation and lots of fire!”
- 29. 3point7designs.com “blah blah blah blah blah blah...”
- 32. 3point7designs.com PROBLEM NUMBER 1 NO Empathy Understanding
- 33. 3point7designs.com PROBLEM NUMBER 2 NO THOUGHT FOR: The Decision Making Process Persuasion Psychology
- 36. 3point7designs.com Step 1 Know your Users Goals Ambitions Tasks Motivators Personality Types
- 37. 3point7designs.com DO RESEARCH THEN Create Personas “ A ‘thumbnail’ description of a type of person. Although they will reference demographics, their most important aspect is that they focus on the goals of site users. ” They will also go beyond this to define the psychographics of web users such as their motivations in visiting a website and even their personal aspirations.
- 38. 3point7designs.com “ Everything you think you know about the user is probably wrong ”
- 39. 3point7designs.com “ The users aren’t who you think they are. ”
- 40. 3point7designs.com “ They do things differently than you think ”
- 41. 3point7designs.com “ They have different reasons for need your product than you think ”
- 42. 3point7designs.com ? WHAT Questions do they need answered
- 43. 3point7designs.com WHAT tasks are they trying TO ACCOMPLISH ?
- 45. 3point7designs.com Step 2 Know How We Make Decisions Attention / Interest Desire / Action /Satisfy
- 47. 3point7designs.com People have to know about your site to get to your site
- 49. 3point7designs.com get users to SELF SELECT
- 50. 3point7designs.com This website... understand my problem
- 51. 3point7designs.com This website... has MY solution
- 53. 3point7designs.com Research Compare THE STAGES OF DESIRE Get Details Customize
- 55. 3point7designs.com Get out of the visitors way
- 57. 3point7designs.com Make it feel safe
- 58. 3point7designs.com E-COMMERCE Changing the words “Register” to “Continue” caused an increase of $300,000,000
- 60. 3point7designs.com EVERY PAGE NEEDS A Focus / Purpose A Call to Action
- 61. 3point7designs.com Step 3 Focus Your Site Simple, Clear & Easy
- 62. 3point7designs.com Less is more
- 63. 3point7designs.com ACTUALLY... we don’t want options
- 64. 3point7designs.com Remove anything that is not necessary
- 65. 3point7designs.com Step 4 Use Persuasion Use Psychology to be Compelling
- 66. 3point7designs.com Text Social Validation
- 67. 3point7designs.com 33% INCREASE IN REUSED TOWELS OVER A GENERIC “PLEASE REUSE” “Majority of the guests staying in this room chose to reuse their towels”
- 68. 3point7designs.com Fear of Loss IS MORE COMPELLING THAN GAIN
- 69. 3point7designs.com UTILIZE AND HAVE Authority
- 70. 3point7designs.com Reciprocity OH WHY THANK YOU!
- 71. 3point7designs.com Lots more to learn
- 72. 3point7designs.com Learn more from the following books: Buyology Influence Neuro Web Design Landing Page Call to Action Optimization