Konsument EuropaThe strategy behind the website Peter Ljunglöf Senior Web Strategist

1. ECC Sweden
Konsument Europa
The strategy behind
the website
Peter Ljunglöf
Senior Web Strategist

4. Important parts in the
development
•
•
•
•
The purpose – the WHY
Focus on what’s important - simplify
Know your visitors Eliminating uncertainties – don’t make me
think!
• Develop constantly – evolution, not
revolution
• Measure everything you do!
• SEO – take control of your terms

5. Goal analysis,
requirements
and anchoring
The Design
Process
Prototyping
Design profile
Web design
Implementation

6. Doing business on internet
Contribute to making profit
Improve customer relationships
Strengthen the company brand

7. Doing business on internet
To get users to do
what YOU want them to do
on your site.
And get them to enjoy doing it…

9. It says here:
Internet
is the future of business.
We have to be on
the Internet.
Why?
It doesn’t say.

10. It says here:
Social media
is the future of business.
We have to be on
Social media.
Why?
It doesn’t say.

11. It says here:
Facebook
is the future of business.
We have to be on
Facebook.
Why?
It doesn’t say.

12. Website’s
purpose
User
needs
Organizatio
n
objectives
Good business!

13. Now,
what is a
conversion?

19. Well, what’s in
it for us then?
Is there a usability
ROI?

20. Usability ROI
How much do you have a possibility to
earn by increasing the usability part
of the development phase from 5
percent of the development budget to
10 percent?
NielsenNormanGroup

21. Usability ROI
Average increase in conversions of
established KPIs: 83 percent!
(2003: 135 percent)
Source: Usability Return on Investment (2011)

22. The purpose

23. Primary purpose?
Secondary purpose?

24. The question is:
What is really important
on your website?

25. Hard focus!
Perceived
simplicity
Guided creativity

28. Get to know
your visitors!

31. WHO is going to visit the web
site?
WHY are they visiting the web
site?
WHAT are they doing?
WHEN are they visiting the web
site?
HOW are they visiting?

32. Eliminate
the insecurity

33. Don’t make me
think!
Don't Make Me Think! A Common Sense Approach to Web Usability
Steve Krug (ISBN: 9780321344755)

35. Eliminate uncertainties
1. Be consistent – the power of recognition
•
•
Design
Develop your content strategy





Terminology
Headers
Subheaders
Relevance
Content style and language

39. Eliminate uncertainties
2. Help the visitor to conversion
•
•
Help them understand the next step
Clear triggers

41. Develop
constantly

45. Measure!

46. Analyze!

47. The four steps to improvements
Identify
Execute
Reasons
Plan

48. You are the doctor!
1.
2.
3.
4.
Identify symptoms
Reasons for symptoms
Finding a cure
Heal

49. SEO

50. Take control over
that digital discussion!

53. Four primary tips to website
owners:
1.
2.
3.
4.
Measure everything!
Listen to your customers.
Develop all the time! Think
evolution, not revolution.
Never be fully satisfied.

54. Good luck!
Peter Ljunglöf
Senior Web Strategist