Website SuccessIt isn’t Creative, if it Doesn’t Sell

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Carbon8

Carbon8 is an interactive, digital marketing agency headquartered in Denver, CO.

Started in 2009, Carbon8 now has an impressive 37 employees who blend cutting edge creative with strong technology all in one shop.

Carbon8 provides award-winning work in video, websites and branding.

Sample Clients

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Our clients range from Fortune 1000 companies to startups in the United States and Europe.

Our digital marketing services include web design, web development, iPad and iPhone marketing and sales apps, search engine marketing, social media marketing, branding and video production.

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In what decade was this research

provided?“Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in

white type on a black background.”

“Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in

white type on a black background.”

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The web is new but advertising is not.

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“There have always been noisy lunatics on the fringes of the advertising business. Their stock in trade

includes eccentric art direction, contempt

for research, and their self proclaimed

genius.”David Ogilvy

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Would you want to watch a movie while sitting in this chair?

“If it doesn’t sell, it isn’t creative.”

David Ogilvy

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Is this site creative?

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Your website is your single most important

marketing asset yet…

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Usability…

Would you want to watch a movie while sitting in this chair?

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So what does the web research tell us?

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A whole hellofalot.

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Pricing!

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• We don’t want our competitors to know our pricing

• Price varies for different customers• Price constantly fluctuates• Customized services have unique

With all due respect, you must be an idiot.

We can’t put pricing on my website. We’re a B2B company!

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A Hostile ShoppingExperience

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Very well, if you positively can’t show pricing, then…

• Show price ranges• Show typical scenarios

• But avoid complex pricing calculators• Provide MSRP

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Be Wary of Trends

Parallax Design!

Parallax Issues

Load Times

Processor Overload

Doesn’t Work on Mobile

Motion-sickness

UsabilityEnjoymentSatisfaction

Visual Appeal

SEO

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Be suspicious of “everybody is doing it.”

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Carousels. Sliders. Rotating banners… whatever you call them

they don’t work!

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Show me the

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Show me the

Conversions!

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Designing for a conversion

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Don’t take before you give

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Don’t Assume What’s Common is Right

Most everyone does what’s on the left, and it’s wrong.

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And where should those field descriptions be?

Left Justified, Above the box.

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And how about those submit buttons?

They should align to where the user’s visual path ends.

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Target Screen Sizes have Changed

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Above the fold isn’t so simple

And depends on your audience

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Break Print Grammar Rules…Very carefully.

Version A: Our solar system consists of eight planets. There are four planets that have rings around them.

Version B: Our solar system consists of 8 planets. There are 4 planets that have rings around them.

Which version is easier to read?

Rule Break #1: Numbers

Web users will leave sites in 11 seconds if they don’t find what they need.

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Break Print Grammar Rules…

Very carefully.

Rule Break #2: Sentences in a

Paragraph

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Having said all of this…Users DO judge a book by its

cover.

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Good news though…testing isn’t that hard.

Tests with just five users will reveal about 85% of all problems with your

website

Thank you!