ECC Sweden

Konsument EuropaThe strategy behind the website

Peter LjunglöfSenior Web Strategist

Important parts in the development• The purpose – the WHY• Focus on what’s important - simplify• Know your visitors - • Eliminating uncertainties – don’t make me

think!• Develop constantly – evolution, not

revolution• Measure everything you do!• SEO – take control of your terms

Goal analysis, requirements and anchoring

Prototyping

Design profile

Web design

Implementation

The Design Process

Doing business on internet

Contribute to making profit

Improve customer relationships

Strengthen the company brand

Doing business on internet

To get users to do what YOU want them to do

on your site.

And get them to enjoy doing it…

It says here:

Internet is the future of business.

Why?

It doesn’t say.

We have to be onthe Internet.

It says here:

Social media is the future of business.

Why?

It doesn’t say.

We have to be onSocial media.

It says here:

Facebook is the future of business.

Why?

It doesn’t say.

We have to be onFacebook.

Website’s purpose

User needs

Organization

objectives

Good business!

Now, what is a

conversion?

Is there a usability ROI?

Well, what’s in it for us

then?

Usability ROI

How much do you have a possibility to earn by increasing the usability part of the development phase from 5 percent of the development budget to 10 percent?

NielsenNormanGroup

Usability ROI

Average increase in conversions of established KPIs: 83 percent!

Source: Usability Return on Investment (2011)

(2003: 135 percent)

The purpose

Primary purpose?Secondary purpose?

What is really important on your website?

The question is:

Hard focus!

Perceived simplicity

Guided creativity

Get to know your visitors!

WHO

WHAT

WHENHOW

WHY

WHO is going to visit the web site?WHY are they visiting the web site?WHAT are they doing? WHEN are they visiting the web site?HOW are they visiting?

Eliminate the

insecurity

Don't Make Me Think! A Common Sense Approach to Web UsabilitySteve Krug (ISBN: 9780321344755)

Don’t make me think!

Eliminate uncertainties

1. Be consistent – the power of recognition• Design• Develop your content strategy

Terminology Headers Subheaders Relevance Content style and language

Eliminate uncertainties

2. Help the visitor to conversion• Help them understand the next step• Clear triggers

Develop constantly

Measure!

Analyze!

Identify

Reasons

Plan

Execute

The four steps to improvements

You are the doctor!

1. Identify symptoms2. Reasons for symptoms3. Finding a cure4. Heal

SEO

Take control over that digital discussion!

Four primary tips to website owners:

1. Measure everything!2. Listen to your customers.3. Develop all the time! Think

evolution, not revolution.4. Never be fully satisfied.

Good luck!

Peter LjunglöfSenior Web Strategist