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

Web Site Strategy - Building an Effective Website

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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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Page 1: Web Site Strategy - Building an Effective Website

3point7designs.com

Effective Web StrategyGetting better results out of your website

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3point7designs.com

About Me

Ross Johnson, CEO 3.7 DESIGNS

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About Me

Ross Johnson, CEO 3.7 DESIGNS

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About Me

Ross Johnson, CEO 3.7 DESIGNS

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About Me

Ross Johnson, CEO 3.7 DESIGNS

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Quick SurveyAbout the state of your companies website

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Have a website?

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Know how well it performs?

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Will be redesigning /

updating soon?

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You are no match for my

“web strategy”

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What is Web Strategy?

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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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Why focus on conversions?

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Increases of 100%

OR MORE

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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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“blah blah blah blah blah blah...”

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The problems

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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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SubjectiveCOMPLETELY

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FocusINCORRECT

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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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Questions do they need answered?WHAT

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tasks are they trying WHAT

TO ACCOMPLISH?

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WHAT MOTIVATES

THEM ?

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Know How We Make Decisions

Step 2

Attention / InterestDesire / Action /Satisfy

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AAttention / Awareness

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People have to know about your site to get

to your site

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IInterest

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get users toSELF SELECT

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This website...understand my problem

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This website...has MY solution

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DDesire

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THE STAGES OF DESIRE

ResearchCompare

Get DetailsCustomize

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AAction

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Get out of the visitors way

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Make it easy

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Make it feel safe

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

caused an increase of $300,000,000

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SSatisfy

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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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Less

moreis

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we don’t want optionsACTUALLY...

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Remove anything that is not necessary

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Use PersuasionStep 4

Use Psychology to be Compelling

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Social Validation

Text

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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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AuthorityUTILIZE AND HAVE

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ReciprocityOH WHY THANK YOU!

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Lots more to learn

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

InfluenceLanding Page Optimization