figaro design & build seminar: the golden rules of on-site engagement - andrew machin
DESCRIPTION
This presentation identifies simple techniques every site should capitalise on to increase relevance, gain trust, encourage interaction and aid conversion.TRANSCRIPT
The Golden Rules of On-site Engagement
Andrew Machin – Head of Creative
Why is engagement important?
Spend vs. Conversion
£30.2bn
£94bn8.4%
~2%
2006 2013
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.orghttp://www.monetate.com/research/
Can ≠ Will
Rule 1.
Listen
“We are interested in others when they are interested in us.”
Publilius Syrus – 1BC
Rule 2.
Answer
Establish relevance through a clear proposition
Rule 3.
Take an Interest
Rule 4.
Be Helpful
Rule 5.
Personalise the Experience
Rule 6.
Build Trust
Trust through
Design
http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
Trust through
Social Proofing
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This is a real game changer”
“
One last thought…
Written in 1934
