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Welcome back & re-cap Creating effective digital experiences • Good user experience • Branding • Web design Attracting an audience • Search engine optimisation • Content / Social Media
Creating dialogue and participation
Agenda – Part 2 Planning for your future What tools are available, when and how to use them? How might customer behaviour change in the future?
• Define your objectives • Identify your strategy • Agree tactics / actions
Pay per click
London Boat Show
Total web sessions
Boat magazine
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
10000 Ja
n-0
7 Fe
b
Mar
A
pr
May
Ju
n
Jul
Au
g
Sep
O
ct
No
v D
ec
Jan
-08
Fe
b
Mar
Banner advertising
Visitor entry “All the other boat insurers will be at the
London Boat Show, so we must be there too.”
Visibility (Google)
No. of organic appearances on pages 1 or 2 of Google using these keywords: • Boat insurance • Marine insurance • Cheap boat insurance • Yacht insurance • Motorboat insurance • Canal boat insurance • Small craft insurance • Dinghy insurance • Narrowboat insurance • Cheap boat insurance • Commercial marine insurance • Superyacht insurance • Small boat insurance • Sailing boat insurance
0
2
4
6
8
10
12
To
wer
gat
e M
ard
on
No
ble
Mar
ine
New
ton
Cru
m
Co
ver
My
Bo
at
Yach
t In
sura
nce
All
Bo
at In
sura
nce
Mo
rgan
Mar
ine
Ean
dL
Cra
ft In
sure
Ch
eers
Insu
ran
ce
GJW
Cu
rtis
Mar
ine
Zu
rich
Insu
re-a
-bo
at
Nav
&G
en
Ad
mir
al In
sura
nce
Nat
ion
wid
e M
arin
e
Insu
re M
y B
oat
Bo
at q
uo
te
To
tally
bo
aty.
com
ibo
atin
sura
nce
.co
.uk
E C
ole
man
“We want to be no.1 on Google when people type in ‘Navigators & General’.”
Completed quotes Of these, 37% complete the quote application…
Indicative quotes Of these, 31% commence the quote application process.
Total referrals …and 21% are referred to underwriting.
Quote engine visits 38% of all visitors click on “get quote”.
Completed referrals 34% complete the referral process.
Total Sales 1 in 17 success rate from total sales against indicative quotes.
0 200 400 600 800
1000 1200 1400 1600 1800 2000
Visitor interaction “We want to generate more revenue by
increasing traffic to the site.”
User Journeys
1
1 Less than 10% of traffic is generated from users in the South West.
WEB USERS
SEARCH: PRODUCT / SERVICE
SEARCH: COMPANY
THIRD-PARTY REFERRALS
PAY PER CLICK
SOCIAL MEDIA REFERRALS
INFORMED SHOPPER
WINDOW SHOPPER (browsing)
2
3
4
5
Searches for your product / service perform poorly.
3
4 Referrals generate modest traffic but not from partners / PR.
5 Social media referrals generate less referrals than internal media.
2
Your Pay Per Click campaign cost £2.21 per click for “IT Support”.
Your website doesn’t recognise users who are already customers.
6
7 The average page load takes 4.9 seconds. The majority of users view your website on a mobile device. The bounce rate is very high with short session durations.
6
7
WWW
EXISTING CUSTOMER
“We need to increase the number of leads generated through the website.”
WEB USERS
SEARCH: PRODUCT / SERVICE
SEARCH: COMPANY
THIRD-PARTY REFERRALS
PAY PER CLICK
SOCIAL MEDIA REFERRALS
INFORMED SHOPPER
WINDOW SHOPPER (browsing)
WWW
EXISTING CUSTOMER
1 Clarify target markets, clarify brand proposition and design to reach.
Revisit pay per click (post website launch)
Identify clearer PR / partner strategy in relation to website traffic.
Revisit social media strategy.
Identify a clear / visible strategy for nurturing and developing customers
Improve search engine optimisation across key lines of business.
• Improve download speeds
• Design for mobile first.
• Improve user experience.
• Improve ‘Contact Us’ call to action.
• Innovate.
1
2
3
4
5
6
7
1
2
3
4
5
7
6
User Journeys “We need to increase the number of leads generated through the website.”
‘Best practice’ audit
Company A Company B Company C Company D Company E
1. Brand representation 2 4 2 3 1
2. Product & service offering
3 2 3 2 4
3. Navigation 2 2 3 0 2
4. Search engine visibility 3 2 3 3 2
5. Value added content & applications
0 0 1 1 0
6. Dialogue 1 4 0 0 0
7. Customer relationship management
0 0 3 0 3
8. Sub-branding 0 0 0 0 0
9. UK / Global perspective 1 1 1 1 1
10. Community 0 2 2 2 2
12 17 18 12 15
BRAND ESSENCE
MARKET NEED
BRAND PROMISE
TONE OF VOICE
CREATIVE PROPOSITION Brand
Strategy
The reason to believe.
The reason to believe. Creative proposition
Cornwall's luxury seaview eco-hotel & spa
Real honest food
The reason to believe. Creative proposition
Cornish Bakers since 1949
Beau2fully Cornish
Pas2es to Shout About
Made in Cornwall – Freshly Baked
Always Fresh Always Tasty
Gourmet pas2es hand craDed in
Cornwall
Real honest food Top crimpers
Famous pas2es of Cornwall
The Oldest Cornish Pasty Maker in the
World
Cornish Pasty Specialist
Baked before the seagulls wake
The award winning bakers from Padstow
Expert pasty maker
Cornish owned and operated since 2005
Tradi2onal Cornish recipe pas2es
The reason to believe. Creative proposition
Natural sounding
straplines are more catchy than
‘abstract’ ones.
--------------------
Gillette: The best a man can get.
Avoid abstract
--------------------
Persil: Dirt is good.
Simplicity is vital – it
should be easy to grasp and easy to
remember.
--------------------
Pickfords: The Careful Movers.
Tell customers
something about your services or ethos, plainly.
--------------------
The car in front is a Toyota.
Avoid specific
promises – such as ‘always on time’.
--------------------
Avis: We try harder.
Think about what your customers value most from
your services.
--------------------
Duracell: Lasts up to 10 times longer.
Rhymes or
alliteration can make a strapline trip
off the tongue.
--------------------
Beanz Meanz Heinz
Make sure that it
adds something to proceedings.
--------------------
Good things come to those who wait.
CREATIVE PROPOSITION
Develop a single-minded aspiration or strapline that conveys the absolute essence of your new
brand, in around 5 words.
PRODUCT CAUSE
AUDIENCE MARKET
BRAND ESSENCE
MARKET NEED
BRAND PROMISE
TONE OF VOICE
CREATIVE PROPOSITION
You are not normal Don’t try to change behaviour to fit your ideas. Work with existing behaviours. Focus on the user not the creator.
Don’t jump straight to the solution. No idea is a bad idea initially. Write or draw everything.
Brainstorm
Don’t worry about edge cases
Have your personas in mind. Would features for edge cases distract from completing the primary task?
Refine wireframes. Maybe use a tool like Moqups. Use mood boards to define look and feel. Test and re-test. https://moqups.com
Iterate
Often great digital experiences are a way of enhancing existing physical experiences. The best ideas seem obvious in hindsight.
Keep it simple
Write useful content that uses words and phrases used by people who search for your products and services.
Focus on content
Ensure keywords and phrases are in the metadata as well as body content. Try the Google Adwords keyword tool.
Keywords
Provide direct URL’s to content and social sharing buTons from pages.
Make it easy for people to share
The rate at which spiders crawl your site is in part determined by frequency of change.
Keep it fresh
Check where your customers are when they are thinking about your service and product. Don’t try and be everywhere if not necessary.
Choose the right platform
Trello is the free, flexible, and visual way to organize anything with anyone.
Project collaboration
Podio is the online work pla^orm. Manage, share, and get your work done smarter together with tools that work like you. Free for 10 Users. JIRA is a proprietary issue tracking product, developed by Atlassian. It provides bug tracking, issue tracking, and project management func2ons.
Yammer is a private social network that helps employees collaborate across departments, loca2ons, and business apps.
Imagine all your team communica2on in one place, instantly searchable, available wherever you go. That’s Slack.
Kathryn Woolf |Made Open Kathryn Woolf | Made Open
01323 259986
madeopen.co.uk
@madeopenltd
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Kathryn Woolf | Made Open
Thank you .