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2014 Best
Practices on
the Web

A guide to designing websites that generate awareness,
raise engagement and boost conversions
An

Educational Presentation | Ryan Thompson (Founder & CEO) & Jordan Wollman (Partner & CCO)
Ryan Thompson
Chief Executive Officer & Founder @ Aria

Welcome!
Jordan Wollman
Chief Creative Officer & Partner @ Aria
We change how people
experience destination brands
through strategy, branding,
marketing and digital
experiences

What we’ll cover
1) How to think about your website!
2) Planning & strategy for modern websites!
3) The role and importance of content!
4) Information architecture!
5) Design tips!
6) A wee bit of technical stuff!
7) Thinking like a salesperson!
8) Shareability & social integration!
9) Q&A
1. Don’t build a “website”
You need a digital marketing
platform that is your first, most
integrated impression to the world
It sure as hell doesn’t
belong to I.T.
Your website is the center of the hub of
your digital ecosystem with many
spokes inbound and outbound
Think about
where the
majority of your
marketing and
advertising
lands people…
Source: Heather Timmerman on PreviewNetworks.com
The

Leisure Travel
Lifecycle
BROADCAST

WEBSITE

BOOKING ENGINE

MOBILE OPTIMIZED
"

WEBSITE

PRINT

ONLINE TRAVELAGENTS
OWNED MEDIA

DIGITAL

CONTENT

VISITORS GUIDE

PR

CONTENT

PR

SOCIAL REVIEW
PLATFORMS

SOCIAL SHARING
2. Be strategic
Your Digital Marketing Platform
must achieve specific goals
Define your objectives
We think they should be:
1) Increased awareness!
2) Engagement!
3) Conversion
{

Objective:!
Awareness

‣
‣
‣
‣
‣
‣
‣
‣

Website traffic volume
Website traffic referrals
Inbound links from third-parties
Inbound search volume
Email subscriber database growth
Social friends, followers, fan volume
Social share of voice / Influence
Earned media coverage
Objective:!
Engagement

{

‣
‣
‣
‣
‣
‣
‣
‣

Website time on site
Website repeat visits
Website bounce rate
Social friends engagement
Social sharing
Recommendations
Reviews
Email opens / clicks
Objective:!
Conversion

{

‣
‣
‣
‣
‣
‣
‣

Onsite hotel booking
Third-party hotel booking
Visitor guide download
Visitor guide request
Website goal conversions
Website inquiries
Contest entries
Understand your!
value proposition
Sound like branding? Well, it is.
Understand your value proposition

Your digital marketing
platform is just another
marketing channel to
deliver your brand
message
S.W.O.T
Aria uses S.W.O.T. exercises to
define the value proposition
Offset
weaknesses with
strengths.!
"

Offset threats with
opportunities.
Strengths + Opportunities =!
Value Proposition
Identify your audiences
With a good S.W.O.T. yielding a clear value
proposition: match your audiences to it
The intersection of users with your value
proposition informs all decisions
3. Content is [still] king
Without great content,
every marketing function,
including a website, will fail
Invest in content
Content is the smallest budget
item but is as important as
design and function
SEO is dead!
Be a storyteller.!
!

Write good, interesting, sharable narratives.
It’s what your audience wants, and what
Google will give credit for
How to emotionally
approach content
1) K.I.S.S.!
2) Chunk the content!
(clear headlines and delineation of ideas)
3) Use images & video!
4) Encourage engagement!
(through conversation & sharing)
How to practically
approach content
Every page needs the pyramid
The!
content!
pyramid

AUDIENCE
& PRIORITY

TITLE
INTRODUCTION

THE

SHORT, SIMPLE, “ABOVE THE FOLD”

PROOF

CALLS TO ACTION
4. Architecture
The integrity of the structure relies
heavily on its architecture
Organic architecture
Make decisions early on how you will
learn, and implement changes based
on user behavior
Heatmap by CrazyEgg

Track user
behavior!
!

Use tools to investigate
and understand user
behavior
Eye Tracking by Tobii
Horizontal navigation
Don’t force visitors down your
navigational track: use cross-link
architecture. Think Wiki
5. Bring the sexy!
(aka Design)
“Simplicity isn't simple.”!
— Johnathan Ive
!

“But it’s so worth the effort.”!
— Jordan Wollman
Is good design
subjective?
No.!
!

Follow Dieter Rams’
10 principles
of good design
1. Good design is
innovative.
2. Good design
makes a product
useful.
3. Good design is
aesthetic.
4. Good design
makes a product
understandable.
5. Good design is
unobtrusive.
6. Good design is
honest.
7. Good design is
long-lasting.
8. Good design is
thorough down to
the last detail.
9. Good design is
environmentally
friendly.
10. Good design
is as little design
as possible.
6. The technical stuff
Getting it right the first time means
you don’t have to scrap it in 3 years
Evolve… olution
Don’t design pages. Think modular —
from technology, to design, content and its
containers, to features and functionality
Open source!
When possible, go open source (non-proprietary)
!

If not, it means you’re married:
long-terms, hidden maintenance costs, and slow
adoption of new technology and industry standards
Open source!
Technology libraries like JQuery, SASS, LESS,
Foundation, etc., have massive communities of
innovative developers contributing hourly
!

That’s a lot of power at your fingertips
Think!

Mobilewhere the !
First
For many, it’s
experience all begins
Almost 1 in 4
hotel queries
come from a
mobile phone
Via
Google/OTX, The Traveler’s Road to Decision 2011
Mobile these activities
is!
serving as a hub for all of
Responsive design?
Responsive, yes, but mobile-first.
Get that part right, the rest is cake.!
7. Remember the bottom line
Think like a sales person…
Call-to-action
Every page should answer two questions:
!

So what?!
Now what?!
Design with purpose
Every page needs a litmus test:

does this serve a specific purpose? Is it necessary?
!

If not, scrap it.
Utilize landing pages
Landing pages are search magnets,
focus on targeted content, and are
designed to convert
8. Sharing & Social
People share content
that is interesting
Leis
ure

Fac
ebo
ok

Pin
tere
st
Inst
agr
am

Urb
an
Spo
on
Inn
Tou
ch

Jet
Set
ter
Kay
ak

Trav
el +

Trip
Adv
isor

Don’t fret: partner with 3rd parties
Share contextually
Photos on Pinterest
Snippets on Twitter
Stories on Facebook
Deals on Facebook and Twitter
Etc.
One more thing…
Launch Day isn’t the end

Activate a marketing plan to
immediately drive traffic to your
new digital marketing hub
Q&A
ryan@ ariaagency.com
!
@ryanathompson
/ryanathompson

jordan@ ariaagency.com
!
@jordanwollman
/jordanwollman

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