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WEEK 8

WEEK 8. CREATIVE WEB SITE. The Road Map. What is your end game? You need to develop a road map before you start driving traffic to your site. Why do you want a web site? Orders Inquiries Brand awareness Customer Service & Technical Support Because your competitors have them

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WEEK 8

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  1. WEEK 8 CREATIVE WEB SITE

  2. The Road Map • What is your end game? • You need to develop a road map before you start driving traffic to your site. • Why do you want a web site? • Orders • Inquiries • Brand awareness • Customer Service & Technical Support • Because your competitors have them • To appease the stockholders • No clue

  3. The Road Map • You need to know what your goals are: • primary and secondary goals • How much you can spend • Marketing-IT-Customer Service • How you are going to handle the backend? • Do you have the support you need? • Whose job is it? • How much time can you allocate?

  4. The Road Map • If you don’t know the answers • You will waste your time • You will waste your money • You will lose your chance to to make a good first impression to 10’s 100’s 1000’s of people

  5. The Road Map • To be successful online you need focus. Your site must have one overall goal.

  6. One Goal • You got to have one goal. • How does someone go around your site. • Is this what you want them to do? • You train your customer, • If not • they do what they want to do and they leave

  7. One Goal • There are two things you can do online 1-Generate Inquiries : Starting a dialogue • Free catalog • Free information • Free samples • Sign up for a club or loyalty program • Do sth that requires some sort of involvement or commitment 2-Sales

  8. It is almost impossible to do the both

  9. One Goal • What is the major thing you want to do? • Inquiries, customer service,sales • you take that one goal and you support that goal with secondary goals that match your goal. • If you focus on sales, technical support becomes another site.

  10. One Goal • You got to map out what the customer supposed to do when they go to the site. • If the goal is to give information or generate an inquiry you are going to tell them to do specific things. • If they are coming and looking for a job and not do what you want them to do you end up breaking the sites apart. • This is the only thing you can do long term, that will work.

  11. One Goal • Your goal as a zookeeper to know what you want the customer to do and then to get them to do just that. • You can change the customer experience by telling them where you want them to go. • Very few people tell you exactly where you want to go. • (self banners, guided tours)

  12. Question • If the goal is to generate sale not to generate inquiry are we hurting ourselves by offering the free catalog? • Answer : In most cases, Yes • If the goal is sale all directions need to point in the road to the sale • If you start giving them other choices you impact that. • It is not that you don’t have access to a free catalog,but that access can’t be dominant

  13. One Goal • To have an inquiry site and have an order site is not a bad thing.In many cases that is the best thing you can do.But how you get the traffic from one place to another that is the tough one.

  14. What exactly do you want them to do? • What their experience should look like • What is the customer experience in the end • This is what is going on in my site • Orders, Inquiries brand awareness, customer service and technical support.

  15. Scenario • Find a book I know I want • Buy a book I want • Order straight from the product page • Configure • Confirm order details • Browse book I might be interested in • Get recommendations on books that might interest me • Keep a note of the books that interest me • Follow up on a book I want • Send someone a gift • Keep track of a gift I sent • Redeem a gift voucher • Update my personal information • Get help • Provide feedback

  16. 4 Very Important Things • Your Home Page • Shopping Cart • Search Function and Navigation • Email and backend programming

  17. Homepage

  18. Homepage • A Solid Homepage • Solid header • Navigation • E-mail Sign-Up • Date • Please bookmark this site • Offer box • Self banners • Sell 3-4 products • Hot Box • Intro copy and text • Refer this site to a friend

  19. You’ve Gotta Be Fast • Immediate ordering or Inquiring • You’ve got 22 seconds to get their attention • You have got 2 minutes and 23 seconds to get their inquiry • You have got 5 minutes and 18 seconds to get their order. • Short pages (2 pages) • Better to have lots of short pages than a few long pages • Long pages are too slow and overwhelming

  20. Home Page • Bananas for the gorillas • Free information • Reminder services • Sweepstakes and contests • Communication boards and forums • Fun stuff

  21. New Things • The New New Thing • New things get people to : • Come • Stay • Interact • Stay longer • Come back • Think you an ebiz

  22. How Customers Think? • It rocks or it sucks, there is no in the middle • If they say this is hot they(10%) come back in approximately 8 days and they decide ( rocks or sucks) if they will start a relationship with you. • If you are hot again you build a relationship with the customer. • If you suck, which is very typical, you are not current or up to date. • They ask: Has anything been changed since I have been in here?

  23. Homepage • Change your homepage regularly • Noticeable change every 8 to 10 days • Changes don’t need to be dramatic, just enough to make them notice • Changing the offer works far better than anything else • Change deadline

  24. Home Page • Change the date • Change the self banners • Change at least one news item • Change the offer • Do not change colors or Navigation

  25. Familiarity • Your site should look like your other marketing materials.

  26. Intro Copy • Intro copy, this is for search engine, the only copy the customers read. You will get real drill downs here. • Intro copy • 150 250 words. • Lots of links

  27. News. Speaks to the customers what is happening, • Biggest gardening company in the world • It s also search engine friendly • The company name comes first. • Jakob Nielson • One of the leaders in usability • His book is worth looking • Simple animation makes the eye going

  28. Homepage • You may think the homepage is www.homepage.com • Number one entry page will tell you • 90% of the people who come to your site will leave. • 90% of them will never come back • 90% of them will not drill down

  29. Homepage • The goal is to make them stay longer through the site. • Increase your average user session • Average user session is 5 minutes b2b and b2c • If there is people who are there less than a minute in your site they are useless.

  30. Content • FAQ • Ask the expert • Testimonials • Tour or how to best use this site

  31. Lead Generation • Ask for inquiry in every page • Ask for it in several different ways • Free catalog info • Contact (company name) • Would you like more information • Free Newsletter - Emails

  32. Lead Generation • Make sure you can use the information. If you cant use it, don’t ask for it • Confirm receipt. Quickly

  33. Sweepstakes • Be sure to ask qualifying questions so you can segment the names based on their propensity to buy at a later date. • Post rules on the site • Name and address • Age/Area limitations • Retail value of the prize • Odds of winning • Begin and end dates • All contest rules and disclaimers • Make sure to run them by a lawyer before you go live

  34. “File Not Found” • A “File Not Found” page designed to replace the default File Not Found page your host offers • Custom page allows you to redirect users to the page(s) of your choice.

  35. Shopping Cart

  36. The Perfect Shopping Cart • Design your site for the Lowest Common Denominator

  37. The Perfect Shopping Cart • Abandoned shopping carts • Major issue • Traditional 3-4 out of 10 • Net 7.3-9.9 out of 10 • No more than 5 steps. • Easy information first. • Remind them NICELY when they screw up

  38. Perfect Shopping Cart • What is perfect shopping cart? • Fast & easy • Intuitive(prevents the buyer from thinking) • Defaulting what the customers choice is very important • Does all the work for you • Polite and courteous • Safe and secure • Say that your information is safe • Great choice to be there.

  39. Discounts • Calculate discounts immediately ( #1 complaint) • You go to checkout and it says your discount will be reflected at the time of confirmation. • Niketown.com

  40. The Perfect Shopping Cart • Calculate shipping, handling and taxes immediately, not after the fact. • Don’t ask a million questions.

  41. The Perfect Shopping Cart • Thank you for your order • Your order has been shipped • Provide a tracking number • If you have any questions…… • Keep ordering history for ever • Keep unfinished orders with reminders

  42. The Perfect Shopping Cart • 6 keys to success • Safety and security • Speed • FAQ and helpful advice (idiot proof) • Alternatives to ordering online • Ease of use&ability to make changes • Confirmations

  43. Remind Them Remind them what they left in their shopping carts • Conversion is 60%-70% • Most people clean it after a week.

  44. PBI • Two things that work like gangsbusters online • Up-sell and cross-sell • PBI discounts put back in • Bought $5000 desktop • Go to checkout, put the monitor out • And box pops up if you put that back in 10% discounts • 60 –70% puts them back lowest is 45% • It is random…..( I am smarter than the pc)

  45. Tell the Price • Tell the price upfront&allow people to order IMMEDIATELY • Help reduce transaction time • Reduces abandoned shopping carts • Increases average order • Increases customer satisfaction and loyalty

  46. Navigation

  47. Navigation • A clear path (into, around and out) of a site • Consumers need to know • Where they are • Where they can go • How they can get there • How they can get back to where they were • Where they can look for help

  48. Navigation • Secrets of successful navigation • Top Navigation • Free Info, Free catalog, Free whatever • Left hand navigation • Subject categories / Index • Bottom bar navigation • Contact Information / Privacy Statement

  49. Successful Navigation • Easy to learn • users are not going to spend time to learn it. Like offline aisles, corridors • Designed for the LCD • Yellow-if they are looking for post-it • Consistent • Do not change navigation from pages. • Fast

  50. LCD • A test for b2b • $350 • Click if the product is there • They didn’t know if it went in. • Let customers know what is going on • The grandma’s turn off the pc • You got to figure out what is the LCD and how the customers interacting with you.

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