Website Redesigning Techniques for Marketers
- 1. M.Santosh Anand, II yr MBA, DMS
- 2. 1. Goal: More Visitors and Leads 2. Avoid Pitfalls: Inventory your assets and then protect them. 3. Spend resources on remarkable content that attracts and converts: not design 4. Create an ongoing content building strategy 5. Enable conversion strategy 6. Include a blog, RSS, landing page, SEO. 7. Metrics: Visitors and Leads THEY ARE…..
- 3. • Website redesign need to improve business needs • Concentrate on the goal • Spend less time and money on the design • Spend more time and money on the marketing results GOAL: MORE VISITORS AND LEADS
- 4. • Many website redesigns do have a negative impact on the website • Websites have assets that need to be build-up like keyword searching, contents, inbound links and conversion tools. • Assets need to be protected during the re- design. AVIOD PITFALLS: INVENTORY YOUR ASSETS AND PROTECT THEM
- 5. "I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with? ...Your car isn't unique, and your house might not be either." -- Seth Godin •Focus on the design, not too expensive and unique. •People focus on content rather than design SPEND RESOURCES ON REMARKABLE CONTENT THAT ATTRACTS AND CONVERTS: NOT DESIGN
- 6. • No of visitors and business growth directly proportional to the content. • Build a strategy to build more content at regular intervals. • Hint – Blogging makes easy content creation CREATE AN ONGOING CONTENT BUILDING STRATEGY
- 7. • Improve effectiveness of conversion tools • Build more landing pages ENABLE CONVERSION EXPERIMENTS
- 9. • Blog is a great way to start converse with the customers and prospectus • RSS helps contents push to other websites and people • Landing pages help generate value out of the traffic • SEO helps generate traffic INCLUDE BLOG, RSS, LANDING PAGE, SEO
- 10. • Compare the results of visitors and leads with the new and old design. • If not satisfactory, switch back to the old design. • Note: A business website is a business tool and should deliver business results METRICS: VISITORS AND LEADS
- 11. “Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.” --Bryan Eisenberg,