Download - Effective Website Design
Effective Web Design
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Effective Web Design
Effective Web Design
2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
How we help you
Effective Web Design
3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What makes
a
great website?
Effective Web Design
4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Loads quickly
• Looks visually appealing
• Communicates clearly
• Is easy to navigate
• Is easy to understand
• Is well written;
Spelling
Grammar
Readability
Relevant
A great website
Effective Web Design
5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
How do I get
a great
website?
Effective Web Design
6Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Planning
Effective Web Design
7Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Effective Web Design
8Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Design brief
1/ What can I afford to spend
2/ What is my business
• How large / how many employed
• History
• Values
• Goals
• Who are my Competitors
• Who are my customers
• What is my USP
• Describe my business in 10 words
• Focus on the BENEFITS
Effective Web Design
9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
3/ What kind of site do I need?
• Why do I need a new site?
• What don’t I like about the existing site?
• What don’t I want?
• What sites do I like – and why
• What sites do I dislike – and why
• What do I want my visitors to do?
Phone me?
Email me?
Buy from me?
Be educated by me?
Design brief
Effective Web Design
10Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
4/ Who has responsibility for
• Overall control
• Liaising with the developer
• Writing the content
• Sourcing images and photographs
• Updating the site
Design brief
Effective Web Design
11Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
5/ Content and function
• What pages do you want
• Integration with Social Networks
• Site search
• Online forms
• Email marketing
• Is mobile access important
Design brief
Effective Web Design
12Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
In House
Who builds the site?
Is this REALLY the best way?
Outsourced
Developers
are more focused
have greater understanding
develop sites that look good
develop sites that work
develop sites that are easy for you to update
Effective Web Design
13Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• First impressions take less than a second
When viewing a website, it takes users less than two-tenths of
a second to form a first impression, according to a survey
conducted by Missouri University of Science and Technology.
Effective Web Design
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Effective Web Design
15Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
Effective Web Design
16Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• Use visibly bigger introductory paragraphs for improved
attention
• Make introductory paragraphs in boldface or larger font size.
• Keep paragraphs short and focus on one thought/topic/issue
• Use web friendly fonts in a sensible size
Effective Web Design
17Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• Use web friendly fonts in a sensible size
Sans Serif
Arial
Century GothicTrebuchet MS
Verdana
Effective Web Design
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Designing for readability
• What happens if you don’t
The quick brown fox jumps over the lazy dog
Parchment 48
The quick brown fox jumps
over the lazy dogTimes New Roman 48
Effective Web Design
19Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• Use visibly bigger introductory paragraphs for improved
attention
• Make introductory paragraphs in boldface or larger font size.
• Keep paragraphs short and focus on one thought/topic/issue
• Use web friendly fonts in a sensible size
When test subjects encountered a story with a boldface
introductory paragraph, 95 percent of them viewed all or part of it.Source – www.useit.com
Effective Web Design
20Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
People do scroll, but put most important content above the fold.
Web users know how to scroll, but not nearly as much as they
look above the fold.
Scrolling is better than using multiple pages - it provides better
usability. Just make sure you guide people to scroll down.
• Put the important stuff Above The Fold
Effective Web Design
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Designing for readability
• Left of the page gets most attention – up to 70%
Effective Web Design
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How do we ‘read’ the web?
Top left corner gets the attention first
Effective Web Design
23Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
How do we ‘read’ the web?
Scanning the ‘F’
Effective Web Design
24Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• Images that feature people looking forwards CHALLENGE us
Effective Web Design
25Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
• Images that feature people looking at the product LEAD us
Effective Web Design
26Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Image Resources
www.sxc.hu
www.kozi.com
www.everystockphoto.com/
www.flickr.com/
www.public-domain-photos.com/
www.freedigitalphotos.net/
www. freestockphotos.com/
ALWAYS CHECK THE LICENSE
Effective Web Design
27Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
Average UK reading age is 12 years
Don’t make assumptions about your visitors, you don’t know
• Who holds the purse strings?
• Who makes the decisions?
• Who make the recommendations?
• Who is an influencer?
Effective Web Design
28Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
Flesch Kincaid Reading Ease Scores a page 0-100 with higher scores indicating pages that are easier to
read.
Gunning FogEstimates the years of formal education required to read a given text. For a
wide understanding the Fog score needs to be less than 12 whilst for a near
universal understanding the score needs to be less than 8.
Coleman Liau IndexThe CLI index looks at the number of characters in words rather than
measuring syllables which makes it an ideal tool for automated checking.
Effective Web Design
29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
http://www.read-able.com/
Effective Web Design
30Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Effective Web Design
31Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Designing for readability
Effective Web Design
32Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Into practice
Effective Web Design
33Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Don’t do this
Effective Web Design
34Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Don’t do this
Effective Web Design
35Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Don’t do this
Effective Web Design
36Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Don’t do this
Effective Web Design
37Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Don’t do this
Effective Web Design
38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do this
Effective Web Design
39Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do this
Effective Web Design
40Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do this
Effective Web Design
41Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do this
Effective Web Design
42Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Do this
Effective Web Design
43Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion
Effective Web Design
44Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion
Effective Web Design
45Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion
Effective Web Design
46Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion
Effective Web Design
47Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Improving Conversion
Effective Web Design
48Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.i.i.F.M)
Improving Conversion
Effective Web Design
49Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Features
• 0-60 in 8.5 seconds
• Cruise Control
• Sat Nav
• 4 Doors
• 3 litre engine
• 215/55/R16 tyres
• 5 seats
• Hatchback
Benefits
• Great away from the lights
• Easy M/W Driving
• Save time and fuel
• Easy passenger access
• Great performance
• Good grip and handling
• Family size
• Easy to load shopping
whic
h m
eans t
hat
Effective Web Design
50Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.i.i.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
Effective Web Design
51Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
USP - Unique Selling PropositionThe thing you do differently/better than your competition
• Put yourself in your customer’s shoes
• Know what motivates your customers buying decisions• save time
• save money
• make time
• make money
Uncover the real reason your customers buy from you
Effective Web Design
52Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.i.i.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
Effective Web Design
53Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Landing Pages
• Compelling Copy
• Where visitors click
Improving Conversion – Testing options
Effective Web Design
54Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Ernest Hemingway’s Top 5 Tips for Writing Well
Effective Web Design
55Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Always use short sentences
Rule No. 1
Effective Web Design
56Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Use short 1st paragraphs
Rule No. 2
Effective Web Design
57Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Use vigorous English
Rule No. 3
Effective Web Design
58Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
Effective Web Design
59Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Be positive, not negative
Rule No. 4
Effective Web Design
60Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Only use the gold
Rule No. 5
Effective Web Design
61Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
Effective Web Design
62Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests
Improving Conversion – Testing options
Effective Web Design
63Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion
Effective Web Design
64Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Be Brave, Be Bold
EXPERIMENT• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version
Effective Web Design
65Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation
Be Brave, Be Bold
EXPERIMENT
Effective Web Design
66Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Online
Gadgets R Us: See the product button near the top?
ME: Hi, where can I find your digicams please
Gadgets R Us: Just click on that button and you’ll see
an image of a digicam. Just click on that and you’re
good to go
ME: Yes
That’s great, thank you
Effective Web Design
67Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors
Effective Web Design
68Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion – Usability
Effective Web Design
69Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Improving Conversion – Re-Assure
Effective Web Design
70Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Test
Research
Test
Measure
Feedback
Effective Web Design
71Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Test
Effective Web Design
72Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Test
Effective Web Design
73Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Measure
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?• Sales
• Email contact
• Subscription
• Calls
Effective Web Design
74Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Measure
Effective Web Design
75Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Measure
Effective Web Design
76Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Google Analytics
Effective Web Design
77Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Traffic Sources
Effective Web Design
78Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Keyword Effectiveness
Effective Web Design
79Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Webmaster – www.google.com/webmaster
Effective Web Design
80Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile
Effective Web Design
81Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile
Effective Web Design
82Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile
• 44% use their mobiles weekly to access web content
• 83% of under 45s regularly access web using phones
• 22% no longer have a landline
• By 2014 more than ½ of web access will be mobile
Effective Web Design
83Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile - options
• Do nothing
• Develop a mobile only version
• Use Responsive Design
Effective Web Design
84Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile – Do Nothing
Effective Web Design
85Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Mobile – Mobile Only Version
Effective Web Design
86Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Responsive Design
Effective Web Design
87Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
After the launch
• Keep adding fresh content
• Measure and Monitor
• Change and Test
• ‘Rinse and repeat’
Effective Web Design
88Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Effective Web Design
89Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Search Engine Optimisation
• Pay per Click
• Video Marketing
• Social Media
• Email Marketing
• Blog
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
• Traditional Marketing
• Networking
• ……….and on
Effective Web Design
90Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Introductions
• Reality Check
• What makes a great website
• Planning, Preparation and Development
• Measuring, Monitoring and Management
• After the launch
Effective Web Design
91Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Effective Web Design
92Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Need help with –
o Your website
o Search Engine Optimisation
o Pay per Click
o Social Media
o Blogging
o Video Marketing
o Email marketing
o ……… in fact anything to do
with your on-line marketing
Find me
www.enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 843 113
07966 547 146