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Create relevant website experiences for always-connected customers
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© 2013 WEBTRENDS INC. 1
Best Practices in Site Optimization
April 24, 2013
© 2013 WEBTRENDS INC. 2
Brad Weitz
VP of Optimization Strategy
Webtrends
Brad has overseen 5 million experiments and 1 billion page permutations in his career (so far).
He has helped global companies across all categories optimize their brands, including Wyndham, Bank of America, Delta Airlines, CNN.com and many more.
#WToptimize
© 2013 WEBTRENDS INC. 3
Follow Today’s Discussion
Follow Today’s Discussion –
#WToptimize
Q & A Session –
At the end of the session
Type questions into field provided
#WToptimize
© 2013 WEBTRENDS INC. 4
AGENDA
1. Marketing landscape
2. Evolution of websites
3. What makes an effective website? Look beyond your own vertical.
4. The parallels Enabling customer discovery Big decisions vs. small decisions Creating urgency Leveraging seasonality
#WToptimize
© 2013 WEBTRENDS INC. 5
The marketing landscape
MobileWebsite EmailSocialMedia
Public Relations
SEO & Search
TVCall
CenterRadio
#WToptimize
© 2013 WEBTRENDS INC. 6
The 360 ˚ customer experience
Mobile
Website
SocialMedia
Public Relations
SEO & Search
TVCall
Center
Radio
#WToptimize
© 2013 WEBTRENDS INC. 7
Mobile
Website
SocialMedia
Public Relations
SEO & Search
TVCall
Center
Radio
The 360 ˚ customer experience
#WToptimize
© 2013 WEBTRENDS INC. 8
Mobile
Website
SocialMedia
Public Relations
SEO & Search
TVCall
Center
Radio
The 360 ˚ customer experience
#WToptimize
© 2013 WEBTRENDS INC. 9#WToptimize
The evolution of the web
© 2013 WEBTRENDS INC. 10
Evolution of Apple
#WToptimize
© 2013 WEBTRENDS INC. 11
Evolution of Apple
#WToptimize
© 2013 WEBTRENDS INC. 12
Evolution of Apple
#WToptimize
© 2013 WEBTRENDS INC. 13
Evolution of Apple
#WToptimize
© 2013 WEBTRENDS INC. 14
Evolution of CNN
#WToptimize
© 2013 WEBTRENDS INC. 15
Evolution of CNN
#WToptimize
© 2013 WEBTRENDS INC. 16
Evolution of CNN
#WToptimize
© 2013 WEBTRENDS INC. 17
Evolution of CNN
#WToptimize
© 2013 WEBTRENDS INC. 18
Evolution of L.L. Bean
#WToptimize
© 2013 WEBTRENDS INC. 19
Evolution of L.L. Bean
#WToptimize
© 2013 WEBTRENDS INC. 20
Go outside the lines
#WToptimize
© 2013 WEBTRENDS INC. 2121
RETAIL TRAVELFINANCIAL SERVICES TELCO
#WToptimize
© 2013 WEBTRENDS INC. 2222
RETAIL TRAVELFINANCIAL SERVICES TELCO
#WToptimize
© 2013 WEBTRENDS INC. 23
Simplify the choice, demonstrate value
#WToptimize
© 2013 WEBTRENDS INC. 24
Simplify the choice, demonstrate value
#WToptimize
© 2013 WEBTRENDS INC. 25
Tell me what you want
#WToptimize
© 2013 WEBTRENDS INC. 26
Tell me what you want
#WToptimize
© 2013 WEBTRENDS INC. 27
Speak to me, not at me
#WToptimize
© 2013 WEBTRENDS INC. 28
Speak to me, not at me
#WToptimize
© 2013 WEBTRENDS INC. 29
Customers don’t make big decisions lightly
#WToptimize
© 2013 WEBTRENDS INC. 30
Cater to me
#WToptimize
© 2013 WEBTRENDS INC. 31
Cater to me
#WToptimize
© 2013 WEBTRENDS INC. 32
Cater to me
#WToptimize
© 2013 WEBTRENDS INC. 33
Cater to me
#WToptimize
© 2013 WEBTRENDS INC. 34
Cater to me
#WToptimize
© 2013 WEBTRENDS INC. 35
Or give me choice . . .
#WToptimize
© 2013 WEBTRENDS INC. 36
Establish trust + differentiate
#WToptimize
© 2013 WEBTRENDS INC. 37
Why should I choose you?
#WToptimize
© 2013 WEBTRENDS INC. 38
Why should I choose you?
#WToptimize
© 2013 WEBTRENDS INC. 39
Why should I choose you?
#WToptimize
© 2013 WEBTRENDS INC. 40
Why should I choose you?
#WToptimize
© 2013 WEBTRENDS INC. 41
Positive reinforcement
#WToptimize
© 2013 WEBTRENDS INC. 42
Customer reviews or testimonials
#WToptimize
© 2013 WEBTRENDS INC. 43
Urgency…good or bad?
#WToptimize
© 2013 WEBTRENDS INC. 44
Limited time . . . when, where, how
44#WToptimize
© 2013 WEBTRENDS INC. 45
Contextualize your messaging
45#WToptimize
© 2013 WEBTRENDS INC. 46
Contextualize your message
46#WToptimize
© 2013 WEBTRENDS INC. 47
Tis the season
#WToptimize
© 2013 WEBTRENDS INC. 48
Uh oh, I procrastinated…
#WToptimize
© 2013 WEBTRENDS INC. 49
…But you still have to earn my business
#WToptimize
© 2013 WEBTRENDS INC. 50
Webtrends examples
#WToptimize
© 2013 WEBTRENDS INC. 51
How do you engage with customers in a meaningful way?
Create long-term value for two iconic brands, Huggies and Depend, through relevant messaging and content, and conversion opportunities that help bolster both brands as top-of-mind consumer choices.
Targeting the right brand for the right customer
#WToptimize
© 2013 WEBTRENDS INC. 52
Using search within your site to meet customer needs
#WToptimize
© 2013 WEBTRENDS INC. 53
Meeting the needs of diverse customers
Female Male
#WToptimize
© 2013 WEBTRENDS INC. 5454
Questions?
#WToptimize
© 2013 WEBTRENDS INC. 55
Please Follow Us
Related Resources –
Best Practices – Landing Page Optimization
MarketingSherpa Landing Page Optimization Benchmark Report
View on SlideShare –
http://www.slideshare.net/WebTrends
Join Us –
Webtrends sponsoring Usability Lab at WhichTestWon’s The Live Event – May 8-10 | Austin TX
Free 15-minute site consultation
#WToptimize
© 2013 WEBTRENDS INC. 56
Thank you
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