Reload Consulting Breakfast - Maximising Website Performance - Non-Ecommerce

Thank you for coming along this

morning!

Reload

Busine

ss

Group

Reload Consulting

MARNIE ASHEHOLLY

MIDDLETON

SAHLIA

PAINTER

Today, we are going to talk about…

Website Usability

Common Challenges & Performance

Indicators

Branding & Messaging

Site & Information Structure

Traffic Conversion

Zero Moment of Truth


New addition to the Consumer Mental Model Marketers have lived by up until very recently.

http://www.youtube.com/watch?v=g40rrWBx2ok

http://www.youtube.com/watch?v=g40rrWBx2ok

Website UsabilityWebsite’s ease of use

Effective selection and presentation of content

Clear and logical flow of information

Website navigation and easily identifiable ‘next steps’

Appropriate placement of interactive and visual items to aid user experience

Complements demand capturing marketing efforts

Indicators for greater usability?

Performance Metrics

High bounce rate from the home or

informational pages

Short average-time-on-site

Low pages per visit

Low

enquiries/bookings/purchases/subscriptions

High exit rates from top level pages

Website is not in line with the business’

vision or brand

Unqualified leads from website enquiries

When maximising your website’s

performance, it’s important to start by

setting smart objectives

• SpecificS

• MeasurableM

• AttainableA

• RealisticR

• Time BoundT

Website Usability

Branding &

Messaging


Traffic

Conversion

Branding & MessagingDelivers the business’ message clearly

Confirms your credibility and alleviates perceived risk

Connects your target prospects

Motivates the buyer

Your Brand

Product/Service

Value

Customer Service

Price

TrustGraphicDesign

Name

Logo

Colours

Quality Content

Branding & Messaging

Know your market

Promote competitive advantage

Stay on brand

Be consistent across channels

‘Know Your Market’ Examples Fertility Clinics

Brand Messages – Welcoming, supportive, understanding, customer service orientated

‘Stay On Brand’ Examples Luxury Home Builders

Brand Messages – Luxurious, high end quality, customised, innovative design, prestige

‘Promote Competitive Advantage’

Examples Premium Property Agents

Brand Messages – Customer Service, Expert Advice, Personalisation

‘Be consistent across channels’

Ensure the branding look, feel and messaging

is consist across marketing campaigns, channels and devices.

Site & Information

StructureInformation Architecture

How information is structured and presented

Aids navigation of the site

The right information at the right time

Uncertainty to certainty through the use of information

Context

UsersContentIA


Provide the information visitors are looking for

Make it easy for visitors to find what they are looking for

Assure visitors they're in the right place

Make sure visitors know what their options are and let them take various kinds of action

‘Provide the information visitors are

looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.



Relevance



Value

Do you offer the service/product they are looking for?

Does your information help the user determine what they need/ how do you deliver your service?



Relevance



Value



Compare

Why should the visitor choose you?

Comparative components of price and product/service information are clear.



Relevance



Value



Compare



Credibility

Are you clearly a legitimate and quality focused business?

What are the experiences of others? Product reviews, advice articles, User generated content etc.



Relevance



Value



Compare



Credibility

Are you clearly a legitimate and quality focused business?

What are the experiences of others? Product reviews, advice articles, User generated content etc.

Action

Minimal friction between arriving at the site, obtaining information and taking action.

Easy access to actions

‘Make it easy for visitors to find what they are

looking for’

‘Assure visitors they're in the right place’

‘Make sure visitors know what their options are

and let them take various kinds of action’

Traffic ConversionDependent on objectives

Practices that aid visitors reach the desired action

Conversion Optimisation relies on ongoing data capture

Traffic Conversion

Defined Objectiv

es

Call to Actions

Ease of Action

Logical Form

Submission

‘Defined Objectives’

‘Call To Actions’

‘Ease of Action’

‘Logical Form Submission’

Ongoing Conversion Optimisation

A/B Split & MultivariateTesting

Heat Mapping

User Interaction Recordings

Ongoing Conversion Optimisation

A/B Split & MultivariateTesting

Heat Mapping

User Interaction Recordings

2 – 3 Times Better Performance

Key TakeawaysUnderstand your objectives and the motivations of

your customers

Ensure your website is on brand, consistent and

customer focused

Structure your site and information with the aim of

moving visitors from uncertainty to certainty

Make it as easy as possible for visitors to find what

they are looking for and to understand the next

steps

To convert traffic - define clear site objectives, easily

identifiable call to actions, ensure ease of action

and logical ‘next step’ processes.

If visitors are exiting without converting, it’s not the

end of the world! Every potential customer will be at

Questions?

Now to get started..

Thanks for Listening!

https://plus.google.com/+Reloadconsultin

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Reload Consulting Breakfast - Maximising Website Performance - Non-Ecommerce

Marketing

Transcript of Reload Consulting Breakfast - Maximising Website Performance - Non-Ecommerce