web strategy keynote, ross johnson, oct 7, 09

72
3point7designs.com Effective Web Strategy Getting better results out of your website

Upload: lunch-ann-arbor-marketing

Post on 05-Dec-2014

1.037 views

Category:

Business


0 download

DESCRIPTION

Learn how to develop a strategy that turns your website into business building superstar. By shaping your website to a specific strategy you can see more sales, lower overhead and higher profits.

TRANSCRIPT

Page 1: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Effective Web StrategyGetting better results out of your website

Page 2: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

About Me

Ross Johnson, CEO 3.7 DESIGNS

Page 3: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

About Me

Ross Johnson, CEO 3.7 DESIGNS

Page 4: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

About Me

Ross Johnson, CEO 3.7 DESIGNS

Page 5: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

About Me

Ross Johnson, CEO 3.7 DESIGNS

Page 6: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Quick SurveyAbout the state of your companies website

Page 7: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Have a website?

Page 8: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Know how well it performs?

Page 9: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Will be redesigning /

updating soon?

Page 10: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

You are no match for my

“web strategy”

Page 11: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

What is Web Strategy?

Page 12: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

1.Obtaining TrafficWEB STRATEGY: STEP 1

Turning Browsers into Users

Page 13: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

2. ConvertingWEB STRATEGY: STEP 2

Turning Users into Customers

Page 14: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Satisfy & RetainWEB STRATEGY: STEP 3

Turning Customers into Clients

Page 15: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Monitor & ImproveWEB STRATEGY: STEP 4

Increase traffic, conversions and customers

Page 16: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

OUR FOCUS TODAY

Converting Users

Browsers

Clients

Users

Customers

Page 17: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Why focus on conversions?

Page 18: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Increases of 100%

OR MORE

Page 19: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

A Common Approach to Website Planning...

(and how it needs to be improved)

Page 20: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Let’s redesign our website, what should be on it?”

CHIEF MARKETING OFFICER

Page 21: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Lets put up employee bios!”

THE WEBSITE COMITY

Page 22: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Lets put up job opportunities”

HUMAN RESOURCES

Page 23: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“I want to talk about the

company history”

CHIEF MARKETING OFFICER

Page 24: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“My son uses facebook, lets include that!”

Page 25: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“My son likes Scoobie Doo and

he uses the internet all day”

Page 26: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Why don’t we add movies!”

THE WEBSITE COMITY

Page 27: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Marketing wants to gather lots of data, make the forms long!”

Page 28: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Let’s have some sweet animation and

lots of fire!”

Page 29: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“blah blah blah blah blah blah...”

Page 30: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Page 31: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

The problems

Page 32: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Empathy Understanding

PROBLEM NUMBER 1

NO

Page 33: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

NO THOUGHT FOR:PROBLEM NUMBER 2

The Decision Making ProcessPersuasion Psychology

Page 34: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

SubjectiveCOMPLETELY

Page 35: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

FocusINCORRECT

Page 36: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Know your UsersStep 1

GoalsAmbitionsTasksMotivatorsPersonality Types

Page 37: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Create PersonasA �thumbnail� description of a type of person. Although they will reference demographics, their most important aspect is that they focus on the goals of site users.

They will also go beyond this to define the psychographics of web users such as their motivations in visiting a website and even their personal aspirations.

DO RESEARCH THEN

Page 38: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Everything you think you know about the user is probably wrong

Page 39: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

The users aren’t who you think they are.

“”

Page 40: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

They do things differently than you think

“”

Page 41: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

They have different reasons for need your product than you think

Page 42: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Questions do they need answered?WHAT

Page 43: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

tasks are they trying WHAT

TO ACCOMPLISH?

Page 44: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

WHAT MOTIVATES

THEM ?

Page 45: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Know How We Make Decisions

Step 2

Attention / InterestDesire / Action /Satisfy

Page 46: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

AAttention / Awareness

Page 47: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

People have to know about your site to get

to your site

Page 48: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

IInterest

Page 49: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

get users toSELF SELECT

Page 50: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

This website...understand my problem

Page 51: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

This website...has MY solution

Page 52: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

DDesire

Page 53: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

THE STAGES OF DESIRE

ResearchCompare

Get DetailsCustomize

Page 54: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

AAction

Page 55: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Get out of the visitors way

Page 56: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Make it easy

Page 57: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Make it feel safe

Page 58: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

E-COMMERCEChanging the words “Register” to “Continue”

caused an increase of $300,000,000

Page 59: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

SSatisfy

Page 60: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

EVERY PAGE NEEDSA Focus / PurposeA Call to Action

Page 61: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Focus Your SiteStep 3

Simple, Clear & Easy

Page 62: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Less

moreis

Page 63: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

we don’t want optionsACTUALLY...

Page 64: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Remove anything that is not necessary

Page 65: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Use PersuasionStep 4

Use Psychology to be Compelling

Page 66: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Social Validation

Text

Page 67: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

“Majority of the guests staying in this room chose to reuse their towels”

33% INCREASE IN REUSED TOWELSOVER A GENERIC “PLEASE REUSE”

Page 68: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Fear of LossIS MORE COMPELLING THAN GAIN

Page 69: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

AuthorityUTILIZE AND HAVE

Page 70: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

ReciprocityOH WHY THANK YOU!

Page 71: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Lots more to learn

Page 72: Web Strategy Keynote, Ross Johnson, Oct 7, 09

3point7designs.com

Learn more from the following books:BuyologyNeuro Web DesignCall to Action

InfluenceLanding Page Optimization