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Brand Websites Must Die!

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WIKOLO
WIKOLO

Designers, clients, & UX folks alike need to STOP treating 'brand websites' as such and instead learn about the basic online business models to improve design, the experience, & show ROI EVEN IF YOU DON'T SELL ANYTHING!!!!

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Brand Websites Must Die! Understanding Online Business Models for Greater ROI & Design Excerpt: NYC UPA Keynote Designing Outcomes : Feb 2009 First in a series of short education presentations
Me ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Models & Goals ,[object Object]
[object Object],[object Object],[object Object],Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish Goals ,[object Object],“ Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable “ Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable “ Make my bonus” + Goal / - Quantifiable “ Clean simple design” - Goal / - Quantifiable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Remember the 3 part process
Lead Gen: Trial/Sampling
Attention “Brands” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* You are simply losing opportunities, visitors, & customers to your competition thinking of your site as just a ‘brand website’!
Lead Generation: Trial Example * If you think of this as a “brand” site, you might not care how many samples you gave away, names collected, or potential customers converted. But as a Lead Gen site, it’s you lifeblood. Step 2 Step 3 Step 1 Step 4 (G1)
Lead Generation KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Measure, Monitor, & Optimize!
Lead Generation: Trial - Scenario Analysis Example * Reporting vs Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.
[object Object],Lead Generation: Trial - Multivariate Testing * Sorry to inform all of you traditional & “gut feeling” types, but YOU CANNOT OUTPERFORM optimization techniques. (BTW no one can)
Lead Generation: Trial - Monetization Model * The proof is in the pudding! You can download this file from my website
[object Object],Book: RosenfeldMedia.com/books/SearchAnalytics Blog: MarkoHurst.com Contact: [email_address] Twitter: MarkoHurst

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Brand Websites Must Die!

  • 1. Brand Websites Must Die! Understanding Online Business Models for Greater ROI & Design Excerpt: NYC UPA Keynote Designing Outcomes : Feb 2009 First in a series of short education presentations
  • 2.
  • 3.
  • 4.
  • 5.
  • 7.
  • 8. Lead Generation: Trial Example * If you think of this as a “brand” site, you might not care how many samples you gave away, names collected, or potential customers converted. But as a Lead Gen site, it’s you lifeblood. Step 2 Step 3 Step 1 Step 4 (G1)
  • 9.
  • 10. Lead Generation: Trial - Scenario Analysis Example * Reporting vs Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.
  • 11.
  • 12. Lead Generation: Trial - Monetization Model * The proof is in the pudding! You can download this file from my website
  • 13.