Web 1.0: Information : Aestetics Web 2.0: Actions : Doing the Business Web 3.0 Processes based on...
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Web 1.0: Information : Aestetics Web 2.0: Actions : Doing the Business Web 3.0 Processes based on structure : Front End for web based business infrastructures
Web 1.0: Information : Aestetics Web 2.0: Actions : Doing the
Business Web 3.0 Processes based on structure : Front End for web
based business infrastructures
Slide 3
26% of SMEs have no website and of those that do 49% are
unhappy with it. There were too many fly-by-night cowboys out there
in the late 1990s. I think many of those SMEs that don't have a
website attempted a website in the past but lost the will to live.
Head of ISME 44% of businesses found commissioning a website to be
a frustrating or confusing experience 41% thought web designers
tried to confuse them with jargon I think I am getting business off
my website but I have no idea how much. Quote from Feasibility
Study respondent I would love to be able to buy a good solution for
SME that would pull together the various ICT elements that I need
to my business in the most cost efficient and time saving way, it
would be a no brainer. Quote from Feasibility Study respondent
Slide 4
Painful to get website created Website doesnt do the business
#1 #2
Slide 5
Poor structure to the low volume processes Log jams due to
content hold ups and face to face meetings with decision maker
Uneven outcomes as many are done as nixers
Slide 6
SME Owner/managers find tools too confusing or not relevant to
what they should be doing day to day for the success of their
business. Witness poor take up of Google Apps and Office Live
amongst SMEs
Slide 7
No agreed performance measures/metrics for acceptable pay back
from live websites Poor understanding by SMEs of commitment
required to successfully funnel meaningful business off the web
Effective Search Engine Optimisation and Pay Per Click campaign
management way beyond the budget of average SMEs Results in SMEs
not regarding their website as a meaningful channel to market
Slide 8
Websites that read your customers mindread Decision
Acceleration Technology
Slide 9
Remove initiation holdups - Collecting Your Input via Webex
Meeting Accelerates collection of customers input Remove Content
Holdups - OMNILibrary Optimised word content for specific
industries and standard pages Remove Key Decision Maker Hold Ups -
Consult & Build over Webex 60 minute build in front of the
Customers eyes through build session facilitated by an
OMNICONSULTANT
Slide 10
How does OMNISERVE introduce Pay Back metrics for the first
time ever? First we need to familiarise ourselves with some Key
Concepts in relation to website effectiveness
Slide 11
Why do Humans do things Need State Need State Target Actions
Target Actions How do Humans use the web to satisfy Need State?
Google Lexicon Gulf Google Lexicon Gulf Iconic Memory Iconic Memory
Satisficing Satisficing Motivation Architecture Motivation
Architecture You like potato and I like potahto, You like tomato
and I like tomahto Continue
Slide 12
Is a behavioural psychology term that describes the current
focus of a human at any given time in response to a need they have
such as hunger, desire to travel, project to complete. Two
implications for the web LET VISITOR KNOW THAT YOU CAN MEET THEIR
NEED STATE How do you find out what the potential customers need
state is?..Easy ..Its what they type here DO NOT ALLOW ANYTHING TO
IMPEDE SATISFACTION OF NEED STATE By showing clear & immediate
routes to completion of Target Actions you satisfy the need state
and prevent cognitive downsizing(induced by cortizol) which leads
to irrational decisions (such as deserting your website despite
having invested considerable time on it) and keyboard mashing. Key
Concepts A map has no intrinsic value beyond helping satisfy a need
state
Slide 13
The completion of Target Actions (such as buying something or
making a booking) leads to satisfaction of current need state, the
paths to Target Actions are provided by Navigation links. Target
Actions hierarchy Need State Message Key Concepts
Slide 14
However when searching for Target Actions in Google to satisfy
their need state, humans are driven by what appears to them to
provide the most likely path to the solution. You like potato and I
like potahto, You like tomato and I like tomahto Potato, potahto,
Tomato, tomahto, Let's call the whole thing off Key Concepts What
the human calls it in Google What the human meansWhat the service
provider calls it and put in their SEO low cost accommodationI want
a cheap break Bed & Breakfast emergency plumberMy pipes have
burst Plumbing Services book keeperI need someone to do my accounts
Accounting Services
Slide 15
Steve Krug - In reality when seeking services on the web most
of the time we dont choose the best optionwe choose the first
reasonable option, a strategy known as satisficing. Likelihood of
carrying out target action on your website to satisfy current need
state Time invested by qualified visitor on website
(seconds)qualified Key Concepts
Slide 16
Motivation Architecture is concerned with using intimacy words
to lead the visitor to emotionally identifying with the website
being viewed and then using power words (NLP) and calls to action
to lead the potential customer to take action. Key Concepts
Slide 17
Human Decision Making Inanimate environments such as the web
means the brain uses pre-attentive Iconic Memory + Broca's Area to
seek satisfaction of Need StateBroca's Area Attributes in a web
browsing context Key Concepts Processing of alternatives Not
Rational due to haste of Iconic memory system Pattern matching in
milliseconds Page view restricted by Visual Acuity 3 second
countdown leads to 70% to 90% bounce rate on websites
Slide 18
Slide 19
Payback = Conversion Rate
Slide 20
Liam Liam is a busy self employed painter with a wife and 1
child. Eileen Eileen owns a B&B in Cashel that has recently had
significant money spent on its upgrading
Slide 21
People looking to book accommodation in the Tipperary area.
Organic + Accommodation Providers Statistics from GoogleShare of
Searches Average Bounce Rate from click throughs Google
Organics70%75% Google Adwords30%50%
Slide 22
He types into Google low cost accommodation cashel. However
Eileen has optimised her site for Bed and breakfast as a result
Eileen doesnt APPEAR on the first page and has no chance of
competing for his business. Then Liam types weekend break tipperary
and again due to the Lexicon Gulf Eileen is no where to be found in
the results. ld like a cheap weekend away down in Tipp
Slide 23
A for APPEARING Low web visibility due to the lexicon gulf,
poorly configured SEO and no pay per click ads As a result of A -
Eileen gets this % of the potential market onto her website
Slide 24
Liams eye scans her home page looking for matches that his
ICONIC memory associates with his search term (NEED STATE) such as
low cost accommodation special offer Identity removed
Slide 25
B+ for Bounce Rate As a result of little attempt to match the
incoming need state of Liam, Eileen gets a B + with bounce rates of
50%+ As a result Eileen gets this % of the landing visitors to stay
on her website
Slide 26
To complete the TARGET ACTION of booking a weekend away he
clicks the Rates page to satisfy his low cost requirement. He sees
passive information with no Call to Action and BOUNCES Identity
removed
Slide 27
C- for Conversion Low conversion rate as visitor is not
sufficiently motivated by the site to undertake the Target Action.
Eileen gets this % of the landing visitors to complete the target
action on her website
Slide 28
A Low Appearance for potential customers B + High Bounce rate
as little attempt made to match need state of website visitor C Low
Conversion rate as paths to Target Action are not prioritised in
navigation and no Motivation Architecture motivating potential
customer toward completion of Target Action Off Page FactorsOn Page
Factors Back
Slide 29
Because Eileen is serious about her business she becomes a
customer.
Slide 30
100% increase in qualified visitors 50% increase in people
carrying out the Target Actions that underpin her website And she
can verify all this in real time via her MyPayback control
panel
Slide 31
weekend break cashel ld like a cheap weekend away down in
Tipp
Slide 32
A + B C + Compare
Slide 33
AppearingBounceConversion Database of lexicon terms ensures
that the OMNISERVE customer has the best possible chance of
appearing for a search that is relevant to what they offer.
Database of Target Actions and H1 messages that match Need State.
Every time a visitor clicks on any link to a Target Action or
Heading 1 in any OMNIWEBSITE it updates its popularity in the
entire OMNISERVE database. Motivation Architecture message database
The most effective messages gain in the ranking in the database and
as result are displayed more often.