A presentation by Refreshed Media Managing Director Simon Melaniphy to 2 audiences of business people at Business Link events at Fareham and Isle of Wight in 2009.
Delivered as a 45 minute presentation as an overview on:
1. Planning your website
2. Creating an impact
3. Technical issues
4. Converting into sales or leads
This covers a very top level overview on split and multivariate testing, including 2 case studies, calls to action and tools to test these with.
Web Design Essentials Refreshed Media Business Link Presentation
1. Web Design Essentials
Simon Melaniphy
Managing Director
www.refreshedmedia.com
simon@refreshedmedia.com
Telephone: +44 1202 414101
2. What youâll learn in the next 20 minutes...
1. Planning your website
2. Creating an impact
3. Technical issues
4. Converting into sales or leads
3. - Define who your site visitors are
- Define the desired outcomes
- Specification
- Key requirements
- Site map
- Wireframes
Planning
4. Welcome to our World;
Examples of our WorkCreate an impact
5. First impressions last!
- 50 ms to make an impression!
- Establish site purpose quickly
- Consider using video
- Clearly show services
- Create trust
- Phone number
- Case study / testimonial
- Personal approach â team
- Keep up to date
- Demonstrate brand personality
7. Imagery
- Picture speaks 1000 words...but ensure itâs saying the right ones!
- Represent your brand image
- Select stock images with care
8. Engagement
⢠White papers / articles
⢠Helpful videos
⢠Tools, e.g. calculators
⢠Reviews / testimonials
⢠Interactive product selector
Lauren Luke: Home recorded videos showing
makeup tutorials to sell her products.
Users = need to be engaged
Able to request looks, videos and information.
Why should your audience come to,
stay on or revisit your site?
13. What is a website conversion?
Visits
Sales
= Conversions!
14. What is a website conversion?
Visits
Test drive bookings
Brochure requests
Enquiries
= Conversions!
15. What is conversion rate?
Conversions
Website visitors
x 100
⌠the higher the better!
25 enquiry forms
1000 unique visitors
x 100 = 2.5%
16. Where is conversion rate measured?
Using free Google Analytics
â˘Google Analytics tells you volume and source of traffic
â˘You tell Google what your Goals (Conversions) are on the website
18. Split Testing
Split (A/B) Testing
⢠Live serving of different versions of a page
⢠One test at a time
⢠Which gets the best conversion rate?
19. Split Testing â The winner!
The original version had
25% more conversions.
It doesnât matter really what the marketing manager, MD, agency thinkâŚ
It does matter what the visitor thinks!
24. Clear descriptions & selling points
From typing in âpersonal loansâ on Google...
Focus your pages
- Bullet point key info
- Clear, readable text
- Explain benefits
- Prominent calls to action
26. Forms
⢠Keep forms simple with necessary fields
⢠Autofill saves time
⢠Signpost and segment if the form is long
⢠Clear âsubmitâ or ânextâ buttons
⢠Form on content page?
⢠TEST!!
27. Live Help
⢠Communicate in a way easiest to the customer
⢠Helps people
⢠with quick enquiries
⢠when prefer soft sell
⢠when canât speak on phone
⢠Can help to improve conversion rate
31. Summary
⢠Plan your website build
⢠Create credibility
⢠Engage with visitors
⢠Keep the content fresh
⢠Ensure it works for all
⢠Test design changes to improve conversion rate
32. Web Design Essentials
For more information please contact
Simon Melaniphy
Managing Director
www.refreshedmedia.com
simon@refreshedmedia.com
Telephone: +44 1202 414101