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Digital experiences that build brand, loyalty and sales

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Digital experiences that build brand, loyalty and sales

  1. 1. INTERNET SUMMIT 2011 Pre-Conference Intensive Program: Design, Content & Usability DIGITAL EXPERIENCES THAT BUILD BRAND, LOYALTY & SALES
  2. 2. <ul><li>All companies strive to create positive, seamless, online and offline customer experience in hopes of moving their prospects through the all-important Marketing Funnel – from awareness to consideration to preference to purchase – and maximizing the customer’s lifetime value. </li></ul>ONE BRAND. MULTIPLE CHANNELS.
  3. 3. <ul><li>Consistency </li></ul><ul><li>… the degree to which a brand is experienced , without fail, across all touch points or formats. </li></ul><ul><li>Relevance </li></ul><ul><li>… the level of fit between a customer needs, desires, and decision criteria and a brand’s offerings. </li></ul>WHAT MAKES SOME BRANDS SO GREAT ?
  4. 4. <ul><li>You leave someone a little better or a little worse. </li></ul><ul><li>- Dale Carnegie </li></ul>THERE IS NO SUCH THING AS A NEUTRAL EXCHANGE
  5. 5. <ul><li>Awareness </li></ul><ul><li>Spread the word about your company and offerings. </li></ul>STEP 1 GET NOTICED
  6. 6. <ul><li>Transformation </li></ul><ul><li>Convert curious browsers into paying customers. </li></ul>STEP 2: SPARK INTEREST
  7. 7. <ul><li>Engagement </li></ul><ul><li>Turn one-time buyers into loyal repeat customers. </li></ul>STEP 3 INVITE REVISITS
  8. 8. <ul><li>Allegiance </li></ul><ul><li>Inspire your best customers to evangelize your products and/or services. </li></ul>STEP 4 MOTIVATE ADVOCATES
  9. 9. <ul><li>What percentage of people admit to making a judgment about an organization’s credibility based solely on the design of their Website? </li></ul>Q: 75 % A:
  10. 10. <ul><li>What is the average length of time it takes for someone to judge your Website’s visual design? </li></ul>Q: A: milliseconds (1/20th of a second) 50
  11. 11. <ul><li>Great customer experiences don’t just happen. They are carefully evaluated, planned and executed. And while they are being consumed, they are evaluated again to ensure everything is working to plan. And then they are revised and adjusted and executed again. Over and over. It never ends because responding to customer needs should never end. </li></ul>WORK AS A TEAM
  12. 12. THREE IMPORTANT PILLARS <ul><li>Definition: The Web design title is used interchangeably for both visual designers and code developers, perhaps because both roles focus on “front-end” issues: the skills they practice and use are very different. </li></ul><ul><li>http://en.wikipedia.org/wiki/Web_design and http://en.wikipedia.org/wiki/Website-Design </li></ul><ul><li>Definition: The structural design of shared environments, methods of organizing and labeling websites, intranets, and online communities, and ways of bringing the principles of design and architecture to the digital landscape. </li></ul><ul><li>http://en.wikipedia.org/wiki/Website-Design </li></ul><ul><li>Definition: The textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations. </li></ul><ul><li>http://en.wikipedia.org/wiki/Web_content </li></ul><ul><li>CONTENT </li></ul><ul><li>DESIGN </li></ul><ul><li>INFORMATION ARCHITECTURE </li></ul><ul><li>USABILITY </li></ul>
  13. 13. <ul><li>“ Anyone interested in communicating more effectively should reflect on the degree to which the format — or lack thereof — of their content supports or undermines the content’s message.” </li></ul><ul><li>- Smashing Magazine </li></ul><ul><li>Christopher Butler </li></ul><ul><li>October 17th, 2011 </li></ul>EVEN BASIC FORMATS CARRY MEANING <ul><li>CONTENT </li></ul>INFORMATION ARCHITECTURE DESIGN
  14. 14. <ul><li>Web users are universally known to be task oriented and goal driven. </li></ul><ul><li>Anticipate the ways they want to interact with your site and then build the functionality that enables them to do them. </li></ul><ul><li>A visit to your Website should leave users saying (or thinking), “I did what I came to do.” </li></ul>HELP YOUR USERS SUCCEED
  15. 15. <ul><li>The HOW </li></ul>DESIGN TO EVOKE AN EMOTIONAL RESPONSE
  16. 16. <ul><li>The WHAT </li></ul>ENGAGE THE USER WITH RELEVANT CONTENT
  17. 17. <ul><li>The WHERE </li></ul>MAKE YOUR CONTENT FINDABLE
  19. 19. THE INTERFACE IS THE BRAND <ul><li>Usability becomes the art of making visitors persistent – meaning they will stay on a site until they've achieved some goal of their own. Likewise, Brand becomes the art of making the customer trust you and want to know you. </li></ul>
  20. 20. DESIGN FUTURE -READY WEBSITES <ul><ul><li>Responsive Web design and other concepts are preparing designers and developers to meet the growing challenges. </li></ul></ul>
  21. 21. <ul><li>“ We are indeed entering a new age of Web design and development. “ </li></ul><ul><li>“ We will need to constantly work with new devices, resolutions and technologies to continually improve the user experience as technology evolves in the coming years.” </li></ul><ul><li>- Smashing Magazine </li></ul><ul><li>Kayla Knight </li></ul><ul><li>January 12, 2011 </li></ul>NOBODY PROMISES IT WILL BE PAINLESS
  22. 22. BE CAREFUL OUT THERE ... SHERRY BASTIO N Web Creative Director, Lenovo US Follow me on Twitter: sbastion Tweet reviews to: #ISUM11

Hinweis der Redaktion

  • Presented by: SHERRY BASTION, Web Creative Director, Lenovo US November 15, 2011
  • Companies turn over their client base every five years and the best way to combat this is through loyalty management. A 5% increase in retention rate leads to 75% increase in customer profitability rate. Visitors who have a pleasurable experience and a favorable outcome will repeat that experience. http://www.imediaconnection.com/content/5440.asp Photo credit: Adam Ward http://www.flickr.com/photos/36720649@N05/3817545174/
  • http://www.beyondphilosophy.com/blog/what-makes-some-brands-so-great http://www.beyondphilosophy.com/blog/2011-beyond-philosophy-global-customer-experience-management-survey Photo credit: Vaguely Artistic http://www.flickr.com/photos/86819618@N00/315997904/
  • Photo credit: Jason Mrachina http://www.flickr.com/photos/40531740@N08/5914566148/
  • In the digital world, try banner advertising, social media campaigns, email and search engine marketing. In the physical world, use print advertising, direct marketing, and media coverage to help build online awareness. Use QR codes to link the digital and physical worlds. Photo credit: Alex Dram http://www.flickr.com/photos/28974123@N08/3829782137/
  • Start with a thoughtfully organized, content-rich site that is easy to scan and navigate. Lead with your competitive strengths and keep your content fresh. Return visitors will likely explore further if they find who find new information or features on your site. Photo credit: Quinn Dombrowski http://www.flickr.com/photos/quinnanya/2963893813/in/photostream/
  • For informational and promotional sites, write relevant articles, provide helpful product tips and links to related information. For e-commerce sites, provide a strong online customer service presence, offer short-term specials — discounts, free gifts, free shipping — or perhaps sponsor a contest. Photo credit: Anssi Kosikinen http://www.flickr.com/photos/92132559@N00/4425771596/ Photo credit: Luigi Anzivino http://www.flickr.com/photos/48094050@N00/167781845/
  • Reward your best customers with special members-only benefits and keep them informed via Twitter and Facebook and email newsletters. Encourage them to provide comments, exchange ideas, and participate in community blogs. Feature them in guest posts or case studies and invite them to write an article about your offerings. Offer referral incentives for spreading the word and hold events for VIP customers only. Photo credit: Greenpin Chang http://www.flickr.com/photos/greenpin/5904676693/
  • What does your Website say about you? First impressions count. Visitors should grasp, within seconds, who you are and what you do. Findings: The “appeal of the overall visual design of a site, including layout, typography, font size, and color schemes,” is the number one factor we use to evaluate a website’s credibility. Photo credit: Simply CVR http://www.flickr.com/photos/13657368@N00/1752089487/ Source: B.J. Fogg, Ph.D., Cathy Soohoo, David Danielson, Persuasive Technology Lab, Stanford University &lt;http://www.consumerwebwatch.org/pdfs/stanfordPTL.pdf&gt;
  • You may say to yourself, “That’s okay. I’m not a good designer. I’ll WOW them with my content.” Not so fast… Findings: It doesn’t matter how strong your content is. Most users won’t stick around long enough to read it if they don’t connect emotionally to the visual design. Photo credit: Kat http://www.flickr.com/photos/20195637@N00/2216663973/ Source: Lindgaard, G., Fernandes, G., Dudek, C. &amp; Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression!, Behaviour &amp; Information Technology. 25, 115-126
  • Infographic : Dan Saffer http://www.kickerstudio.com/blog/2008/12/the-disciplines-of-user-experience/
  • The experience of Wikipedia.
  • http://www.smashingmagazine.com/2011/10/17/how-disregarding-design-limits-the-power-of-content/
  • Photo credit: StreetFly JZ http://www.flickr.com/photos/streetfly_jz/2761483123/in/photostream/
  • Photo credit: Bernat Casero http://www.flickr.com/photos/93252788@N00/3366710475/
  • Brand messaging is out. Experience sells. One way to engage customers is to use story and narrative techniques to build richer product experiences. And if the experience is more compelling, businesses will profit from legions of loyal, experience-loving customers. Just be sure to take the time to articulate why you’re better than everyone else in your competitive space. Photo credit: Jason Hargrove http://www.flickr.com/photos/82298625@N00/5822162928/
  • Photo credit: Julia Manzerova http://www.flickr.com/photos/7194536@N02/2757851927/
  • Photo credit: maistora http://www.flickr.com/photos/14838182@N00/380986364/
  • http://www.imediaconnection.com/content/5440.asp
  • http://www.alistapart.com/articles/responsive-web-design/
  • http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/ Photo credit: The Doctr http://www.flickr.com/photos/70925415@N00/2910025091/