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How to develop a website strategy that makes a more effective website. Improve the performance of your website by 100% or more.
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3point7designs.com
Effective Web StrategyGetting better results out of your website
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Quick SurveyAbout the state of your companies website
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1.Obtaining TrafficWEB STRATEGY: STEP 1
Turning Browsers into Users
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2. ConvertingWEB STRATEGY: STEP 2
Turning Users into Customers
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Satisfy & RetainWEB STRATEGY: STEP 3
Turning Customers into Clients
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Monitor & ImproveWEB STRATEGY: STEP 4
Increase traffic, conversions and customers
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OUR FOCUS TODAY
Converting Users
Browsers
Clients
Users
Customers
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A Common Approach to Website Planning...
(and how it needs to be improved)
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“Let’s redesign our website, what should be on it?”
CHIEF MARKETING OFFICER
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“Lets put up employee bios!”
THE WEBSITE COMITY
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“Lets put up job opportunities”
HUMAN RESOURCES
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“I want to talk about the
company history”
CHIEF MARKETING OFFICER
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“My son uses facebook, lets include that!”
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“My son likes Scoobie Doo and
he uses the internet all day”
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“Why don’t we add movies!”
THE WEBSITE COMITY
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“Marketing wants to gather lots of data, make the forms long!”
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“Let’s have some sweet animation and
lots of fire!”
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Empathy Understanding
PROBLEM NUMBER 1
NO
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NO THOUGHT FOR:PROBLEM NUMBER 2
The Decision Making ProcessPersuasion Psychology
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Know your UsersStep 1
GoalsAmbitionsTasksMotivatorsPersonality Types
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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
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Everything you think you know about the user is probably wrong
“
”
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The users aren’t who you think they are.
“”
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They do things differently than you think
“”
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They have different reasons for need your product than you think
“
”
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tasks are they trying WHAT
TO ACCOMPLISH?
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Know How We Make Decisions
Step 2
Attention / InterestDesire / Action /Satisfy
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People have to know about your site to get
to your site
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THE STAGES OF DESIRE
ResearchCompare
Get DetailsCustomize
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E-COMMERCEChanging the words “Register” to “Continue”
caused an increase of $300,000,000
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EVERY PAGE NEEDSA Focus / PurposeA Call to Action
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Focus Your SiteStep 3
Simple, Clear & Easy
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Use PersuasionStep 4
Use Psychology to be Compelling
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“Majority of the guests staying in this room chose to reuse their towels”
33% INCREASE IN REUSED TOWELSOVER A GENERIC “PLEASE REUSE”
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Fear of LossIS MORE COMPELLING THAN GAIN
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Learn more from the following books:BuyologyNeuro Web DesignCall to Action
InfluenceLanding Page Optimization
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