The Golden Rules of On-site Engagement

Andrew Machin – Head of Creative

Audience / Conversion

£30.2bn

£58.8bn 8.4%

3.8%

2006 2010

“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org

Can ≠ Will

Understand the Fundamental Paradigm

of Engagement

People Do Not Think

Listen

“We are interested in others when they are interested in us.”

Publilius Syrus – 1BC

Answer

Establish relevance through a clear proposition

Take an Interest

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie – 1934

Be Helpful

What is the most important factor in the design of a website?

The website makes it easy for me to find what I want

The website offers a cutting edge interactive experience

The website has a beautiful appearance

Other

Personalise the Experience

Build Trust

Trust through

Design

http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html

Trust through

Social Proofing

Sort results by

Most popular

Trust through

Stories

All stories have…

Setting

Obstacle

Action

Results

Homework for your website

1. Understand what engagement really is

2. Are you listening to what your audience wants?

3. Are you answering their questions?

4. Are you taking an interest in their goals?

5. What can you do to be helpful?

6. How can you personalise the user’s experience?

7. Are you trustworthy?

Andrew.Machin@branded3.com @The_Machin