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A ’broad brush’ seminar prepared for owner managers of SME businesses attending a 1-day course at Warwick Business School on how to optimise website design for today’s online consumer
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How to Survive & Thrive Online Optimising your website for today’s
consumer
About me…
• Marketing and brand expert
• 10 years experience
• Underwhelmed by majority of websites out there
• Passionate about the business potential of the Internet
• NO ANORAK
How visible are you?
About you…
Today’s session…
3 Goals…
1. To look at the growing importance of the Internet for your business
2. To better understand how today’s consumer behaves online
3. To identify ways you can optimise the design of your website to take account of this and boost performance
Your website matters to your
business…
… no, it REALLY matters
The Internet Galaxy: 250 million websites…and counting…
35m Number of active web users in UK*
* comScore, Dec 2008
Source: comScore, December 2008
£38bn The online spend of UK consumers in 2009*
* Online Trends 2010, Centre for Retail Research
Source: comScore, December 2008
9/10 UK internet searches that use Google*
* AT Internet Institute, Mar 2010
The Internet Galaxy: 250 million websites…and counting…
Source: comScore, December 2008
75% Web users judge an organisation based on it’s website*
* Stanford Guidelines for Web Credibility
Source: comScore, December 2008
83% Businesses use the Internet to find/research a potential supplier*
*Enquiro, Business to Business Survey 2007
Source: comScore, December 2008
1/20th Of a second; the time it takes the average user to judge your website*
* Behaviour & Information Technology, 25, 2005
In summary…
1. Customer purchasing decisions increasingly start online and end online
2. You’re website plays a key role in determining whether someone transacts with your company
3. You need to be laser-focused on ensuring your site is designed to meet the need’s (and expectations) of today’s online consumer
Introducing the Google generation
The Power Browser
It is clear that users are not reading online in the traditional sense; indeed
there are signs that new forms of “reading” are emerging as users
“power browse” horizontally through titles, contents pages and abstracts
going for quick wins. It almost seems that they go online to avoid reading…
We don’t read websites…
…we scan them
I want to buy a ticket?
There’s the booking section...
…I can also order a taxi
from the airport
Quick exercise
What we design for
What users want!
Vs
Want to create an effective
website?
Think Billboard!
Effective online Billboards
Give people what they want…
…or they’ll leave you for dead!
Hi fi speakers
Wireframes by Jakob Nielsen
ABOUT US / WHAT WE DO
CALL TO
ACTIONS
PRODUCTS SERVICES
CONTACT US LOGO
Product A
HOME | PRODUCTS | SERVICE | PRESS | TRAINING & SUPPORT | MARKETING SUPPORT
Webinar Book here
Sign up to our monthly news e-shots Sign up here
Latest Product News & Launches
Latest Threat News Find out more
Leading PR Story
Read more
Product B
SIP’s Proposition
Tell me more
“
Sales: 0800 800800
Partner Login Click here
Products
Testimonials
Easy access contact info
Product Review Story
Find out more
Product Overview
“
Main Navigation
Call to actions
HOME | PRODUCTS | SERVICE | PRESS | TRAINING & SUPPORT | MARKETING SUPPORT
Sales: 0800 800800
How you can find
our product range
Why you should trust us
How you can find our latest products
How you can interact
with us
Create a clear visual hierarchy
This is the most important story
of the day
The headline spanning these four columns makes it obvious
that they are all part of the same story
The more important something is, the
more prominent it is
Things that are related logically are also related visually
Things are “nested” visually to show what’s
part of what
To design the most effective homepage, think billboards!
To design the most effective content pages, think newspaper!
In summary…
1. Remember, today’s consumer is information rich and time poor
2. Think billboard online NOT brochure online
3. Take advantage of conventions
4. Give customers what they want of they’ll leave you for dead
5. Give your site the squint test
Thank you for listening…
Questions
Download this presentation: www.slideshare.net/benmumbycroft
Email me to set-up a FREE 1-hour consultation: [email protected]
Alternatively just pick-up a business card!
For more information
