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Business show may 17

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Basics of B2B Sales
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Business show may 17

  1. 1. Digital Best Practises for Marketers Raja Saggi Head of B2B Marketing, Google
  2. 2. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  3. 3. Doing One Thing - Positioning* For [target customers] Who Have [compelling reason to buy or use] Our Product is a [new category] That Provides [key benefit (which solves problem)] Unlike [Competitor] [key differentiator] *From Geoffrey Moore - ‘Crossing the Chasm’
  4. 4. Olio - Food sharing app For Shops/Homeowners Who Hate to see food wasted/Want free food Our Product is a Food Sharing App That Provides Environmental benefit/Saves money/Connects People Unlike Throwing food away/Visiting food bank
  5. 5. My Pie Food Truck - Epic Pies!! For Londoners (8+ Million of them!) Who Have ‘penchant for pies/buy local’ Our Product is a Pie Truck That Provides Award winning, Fresh pies with spirit Unlike Day old stuff you get elsewhere
  6. 6. What do you do really, really well?
  7. 7. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  8. 8. Confidential + Proprietary Focus on the User - Optimize your Site ATTENTION INFLUENCE ACTION QUICKLY BUILD TRUST AND DRIVE INTEREST IMMEDIATELY UNDERSTAND THE PURPOSE SIMPLIFY ACTIONS FLOW Page Layout Visual Design Focus Simplicity Value Proposition Page Messaging Social Proof Build Trust Flow CTAs Hold Their Hand Reinforce Value
  9. 9. Personas* *Xtensio - Free Persona creator
  10. 10. Confidential + ProprietaryConfidential + Proprietary Attention
  11. 11. Confidential + ProprietaryConfidential + Proprietary Page Layout 3 visible elements without scrolling: ● Value Proposition ● Call to Action ● Visual
  12. 12. Confidential + ProprietaryConfidential + Proprietary Simplicity - 3 Second Test ● Less choice is better ● People don’t read, they skim ● Make desired actions as basic as possible
  13. 13. Confidential + ProprietaryConfidential + Proprietary Visual Design Use the color wheel to discover contrasting colors that stand out Subtle visual cues can be a powerful focusing tool Use contrasting colors from the page’s background to draw attention Use icon labels instead of leaving them open to interpretation Use imagery to focus a visitor’s eye
  14. 14. Confidential + ProprietaryConfidential + Proprietary Influence
  15. 15. Confidential + Proprietary Proprietary + Confidential theaa.com A good value proposition - What you help your customers do really, really well ● Add value/resolve anxiety from the start ● Not a slogan nor a positioning statement ● Specific, customer-oriented, with a clear benefit and answer to the question “Why you?” carbonite.com
  16. 16. Confidential + ProprietaryConfidential + Proprietary Social Proof: ● Testimonials, ratings, etc. Build Trust: ● Refrain from “gimmicks” ● Third party endorsements ● Straightforward privacy policy ● Avoid pop-ups
  17. 17. Confidential + ProprietaryConfidential + Proprietary Action
  18. 18. Confidential + ProprietaryConfidential + Proprietary Easy to use ● Less is More: few fields = more conversions. Get rid of all optional fields ● Keep the form linear: ex: first name, last name etc ● Be specific with your button’s text: instead of ‘continue’ use ‘Continue to checkout’ ● Display validation errors in close proximity to the input field (not at the top) ● Display validation checks against each field: this gives confidence to the user that he is heading into the right direction
  19. 19. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  20. 20. Proprietary + Confidential 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty 1: Speed is of the essence
  21. 21. Proprietary + ConfidentialSource: SOASTA Case study (September 1st, 2015) 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1.7 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 Load time (seconds) Conversionrate(%) Sessions Sessions Conversion rate (%) 1.9% conversion rate 1.5% conversion rate Mobile pages that load 1s faster see up to 27% increase in Conversion Rate
  22. 22. Confidential + Proprietary How does your site stack up? Test my Site MOBILE FRIENDLINESS 99/100 GOOD MOBILE SPEED 42/100 POOR DESKTOP SPEED 54/100 FAIR
  23. 23. Proprietary + Confidential Mobile site design Ensure Site Search is present on every page Clear Calls to Action Keep form fields to the absolute minimum Homepage navigation should be clear and mobile-friendly Menus Short and Sweet Getting started tips: Constantly analyze and optimize your mobile site
  24. 24. HOMEPAGE & NAVIGATION ✓ Key actions are clearly visible and not hidden within carousels ✓ Site search is present and not hidden behind an icon What Etsy does well:
  25. 25. ON-SITE SEARCH ✓ Search is visible on all pages, not hidden behind an icon ✓ It offers spell-correct and auto-complete to help get the best results What Premier Inn does well:
  26. 26. PRODUCT PAGES ✓ Most important info is clear and easy to scan or compare ✓ Persistent CTA ✓ When inventory is not available it is clearly marked ‘out of stock’ What the AA does well:
  27. 27. REGISTRATION & CONVERSION ✓ Conversion process is clear and straightforward ✓ Selling points and purchase details are reinforced to drive completion ✓ There is a choice to convert as a ‘guest’ What Hotels.com does well:
  28. 28. What eBay does well: MULTI-DEVICE & MULTI-CHANNEL ✓ Items can be added to wishlist easily ✓ Users can easily log into or create an account from any page of the site
  29. 29. MOBILE DESIGN ✓ Field labels and form fields are visible at the same time ✓ The appropriate keyboard is provided for data input, i.e. number pad for dates ✓ Icons have text descriptions accompanying them, i.e. MENU What the Co-Operative Bank does well:
  30. 30. Confidential + Proprietary 35
  31. 31. Confidential + Proprietary Google Partner Agencies - Partners.google.com 36
  32. 32. Confidential + Proprietary Mobile & landing page tools & resources 25 Design Principles: Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions. https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html Mobile Friendly Test: This test will analyze a URL and report if the page has a mobile-friendly design. https://www.google.com/webmasters/tools/mobile-friendly/ Test My Site: Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices. https://testmysite.thinkwithgoogle.com/

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