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What stage of the Web are we at?

What stage of the Web are we at?. 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. What are the issues associated with this transition phase in the Web – Frustration !.

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What stage of the Web are we at?

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  1. What stage of the Web are we at? • Web 1.0:Information : Aestetics • Web 2.0:Actions : Doing the Business • Web 3.0 Processesbased on structure : Front End for web based business infrastructures

  2. What are the issues associated with this transition phase in the Web – Frustration! 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 41% thought web designers tried to confuse them with jargon “There were too many fly-by-night cowboys out there in the late 1990s. I think many of those SME’s that don't have a website attempted a website in the past but lost the will to live.” Head of ISME I think I am getting business off my website but I have no idea how much.” Quote from Feasibility Study respondent 44% of businesses found commissioning a website to be a frustrating or confusing experience 26% of SMEs have no website and of those that do 49% are unhappy with it. 26% of SMEs have no website and of those that do 49% are unhappy with it.

  3. To summarise • Painful to get website created • Website doesn’t do the business #1 #2

  4. Painful to get website created – Traditional Approach • 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

  5. Painful to get website created - DIY Approach • 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 SME’s

  6. Website doesn’t do the business • No agreed performance measures/metrics for acceptable pay back from live websites • Poor understanding by SME’s 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 SME’s • Results in SME’s not regarding their website as a meaningful channel to market

  7. The ABC of web 2.0 success using Decision Acceleration Technology Websites that read your customers’ mind

  8. How Does Omniserve remove Pain- the Xtreme Creation process • Remove initiation holdups - Collecting Your Input via WebexMeeting – Accelerates collection of customer’s 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 Customer’s eyes through build session facilitated by an OMNICONSULTANT

  9. 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

  10. Key Concepts Why do Humans “do things” • Need State • Target Actions How do Humans use the web to satisfy Need State? • Google Lexicon Gulf • Iconic Memory • Satisficing • Motivation Architecture You like potato and I like potahto, You like tomato and I like tomahto Continue

  11. Need State • 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 A map has no intrinsic value beyond helping satisfy a need state LET VISITOR KNOW THAT YOU CAN MEET THEIR NEED STATE How do you find out what the potential customer’s need state is? ..Easy ……..It’s 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

  12. Target Actions 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

  13. Lexicon Gulf • 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 tomahtoPotato, potahto, Tomato, tomahto, Let's call the whole thing off Key Concepts

  14. Satisficing Steve Krug - “In reality when seeking services on the web most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing”. Time invested by qualified visitor on website (seconds) Likelihood of carrying out target action on your website to satisfy current need state Key Concepts

  15. Motivation Architecture 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

  16. Iconic Memory 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 State Attributesin a webbrowsingcontext 3 second countdown leads to 70% to 90% bounce rate on websites Pattern matching in milliseconds Page viewrestrictedby Visual Acuity Key Concepts

  17. The ABC of web 2.0 success • A APPEARING Success = Bridging the Lexicon Gulf in SEO & AdWords • BBOUNCE Rate Success = Matching the need state + immediate path to the Target Action • C CONVERSION Rate Success = Motivation Architecture + Satisficing

  18. What is the Metric? Payback = Conversion Rate

  19. Let’s meet our 2 personas 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

  20. Let’s start with Eileen’s total potential market • People looking to book accommodation in the Tipperary area. + Organic Accommodation Providers

  21. Introduce the potential customer l’d like a cheap weekend away down in Tipp • He types into Google “low cost accommodation cashel”. • However Eileen has optimised her site for “Bed and breakfast” as a result Eileen doesn’t APPEARon the first pageand 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.

  22. The result for Eileen • 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

  23. Let’s assume Liam types in exactly what Eileen wants him to and lands on her site Liam’s eye scans her home page looking for matches that his ICONIC memory associates with his search term (NEED STATE) such as Identityremoved “””low cost accommodation” “special offer” Identityremoved Identityremoved

  24. The result for Eileen • 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

  25. Liam perseveres with Eileen 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 Identityremoved

  26. How does Eileen do on C • 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

  27. So to summarise for Eileen Back

  28. What next? • Because Eileen is serious about her business she becomes a customer.

  29. What do we guarantee to do for Eileen’s business? • 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

  30. Appearing l’d like a cheap weekend away down in Tipp • weekend break cashel

  31. How does Eileen do now… Compare

  32. What’s going on in the under the bonnet of Decision Acceleration Technology?The Web 2.0 “Intelligent” Website

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