websites best practices - pana website best practice v1.pdfwebsites best practices may 26, 2011...

Confidential Netbooster Asia Inc.

WEBSITES BEST PRACTICES

May 26, 2011

NETBOOSTERASIA INC.


WHEN INTERNET STARTED

IT WAS ONLY USED AS

A COMMUNICATION CHANNEL (EMAIL, USENET)

UNTIL 1991


TIM BERNERS LEE

COMBINED

INTERNET AS

COMMUNICATION CHANNEL

(EMAIL, USENET)

WITH HYPERTEXT


WHICH GAVE BIRTH TO

THE

FIRST WEBSITE


http://www.w3.org/History/19921103-hypertext/hypertext/WWW/TheProject.html


SUCCEEDING YEARS BROUGHT

COLORS, DESIGNS, VIDEOS


1995


1999


2000


2001


2008


DYNAMISM IS POSSIBLE THANKS TO

NEW TECHNOLOGIES

JAVASCRIPT

SERVER SCRIPTING (PHP)

FLASH

AJAX


AND FOR THE DESIGN THE

CASCADING STYLE SHEET

CSS

WITHOUTWITH


HOW DO WE START?


1. KNOW YOUR MAIN OBJECTIVE


YOU NEED TO ESTABLISH THE WEBSITE GOALS

CLARIFYING THE KEY OBJECTIVES


FOR THIS YOU HAVE TO

ANSWER THE QUESTION:

HOW CAN MY WEBSITE HELP

MY CUSTOMERS?


I WANT TO :

HELP THEM BUY SOMETHING THEY

NEED

HELP THEM FIND INFORMATION

HELP THEM SAVE MONEY AND TIME

HELP THEM TALK TO MY COMPANY

HELP THEM ENJOY A BETTER WEB

EXPERIENCE


1. KNOW YOUR MAIN OBJECTIVES

2. IDENTIFY THE TYPE OF WEBSITE YOU ARE

LOOKING FOR


CHOOSE THE TYPE OF WEBSITES YOU WANT TO

ACHIEVE

RELATIONALTRANSACTIONAL



ACHIEVE

RELATIONAL

PUSH THE USER TO

INTERACT AND TO

SPEND MORE TIME

INTERACTING WITH

THE BRAND



ACHIEVE

TRANSACTIONAL

PUSH THE USER TO DO A

TRANSACTION THE FASTEST


ULTIMATE GOAL OF TRANSACTIONAL SITE

SALE ONLINE

GROUP BUYING SITE

SINCE SEPTEMBER 22 SITES

LAUNCHED

IMPULSIVE BUYING

EACH DEAL SHOWS A GREAT

DISCOUNT


WHAT THE POINT IF THE

PRODUCT IS DISCOUNTED?

BOOST AWARNESS FOR

NEW PRODUCT LAUNCH

ZERO COST

BUSINESS BOOST


SALE ONLINE

GROUP BUYING SITE


THERE ARE NOW MORE

THAN 100M SPEND

PER MONTH WITHIN THE

MAIN GROUP BUYING

SITES

DUSIT THANI BUFFET

9,200 SOLD IN 5 DAYS

6.4M PHP


SALE ONLINE

GROUP BUYING SITE


ALL KIND OF PRODUCTS

ARE BEING SOLD


SALE ONLINE

GROUP BUYING SITE


FOR A RELATIONAL (CAMPAIGN) SITE

CREATIVES START WORKING ON THE BIG IDEA AND

CONCEPT

FOR A TRANSACTIONAL SITE

UX WILL TAKE THE LEAD


1. YOU KNOW YOUR MAIN OBJECTIVE


LOOKING FOR

3. IDENTIFY YOUR SITE TARGET


YOU NEED TO SPECIFY YOUR SITE TARGETS

ONE WEBSITE CAN ANSWER TO MULTIPLE TARGETS


1. KNOW YOUR MAIN OBJECTIVE


LOOKING FOR

3. IDENTIFY YOUR SITE TARGET

4. IDENTIFY YOUR GOALS AND VALUE EVENTS


WE NEED TO FIX CONVERSION GOALS

WHICH WILL BE ACHEIVED

BY A CHAIN OF VALUE EVENTS


CONVERSION GOALS

CAN BE

A DOWNLOAD – WIDGET

AN INTERACTION – COMMENTS, POST VIDEO

A LEAD – EMAIL, FORM TO REGISTER, PHONE CALL

A SALE – ONLINE PURCHASE


THE CHAIN OF VALUE EVENTS LEADING

TO THE GOAL

•2 TO 4 STEPS – MINIMIZE THE STEPS

•TRACK EACH STEPS

EX:

1. LANDING PAGE

2. FILL UP THE SURVEY

3. AVAIL THE PROMO


BE AWARE OF THE POSSIBLE CAUSES OF DROP ALL

ALONG THE CHAIN OF VALUE EVENTS (FUNNEL)


LET S BUILD A SITE


A FORRESTER STUDY SHOWS 4 KEY FACTORS WHICH

ENCOURAGE WEB USERS TO COME BACK

HIGH QUALITY CONTENT

EASE OF USE

QUICK TO DOWNLOAD

UPDATED FREQUENTLY


HIGH QUALITY CONTENT

OFTEN WE HEARD CONTENT IS KING,

BUT NOW WE SEE NOW THAT IT IS MORE THE

CONTEXT THAT MATTER,

PROPER CONTENT, AT THE BEST TIME AND PLACE TO

HELP CUSTOMERS MAKE THE RIGHT DECISION


EASE OF USE

YOU SHOULD NEVER GET LOST IN A GOOD SITE,

ALWAYS BE ABLE TO DO ANYTHING YOU WANT

EASILY


QUICK TO DOWNLOAD

MAJOR CAUSE OF DROP, CONTENT SHOULD LOAD

FAST

CREATIVE LOADERS CAN HELP

http://bio-bak.nl/http://www.oddodesign.com/


UPDATED FREQUENTLY

GOOD SITES STAY FRESH, ALWAYS TAKE OUT OLD

OUTDATED INFO

http://tattoo.globe.com.phhttp://www.cashcashpinoy.com/


USABILITY & ACCESSIBILITY


ACCESSIBILITY

SPECIFIC TO EACH MARKET


SCREEN

RESOLUTION

OS


BROWSING THROUGH MOBILE

1% TO 5% TOTAL TRAFFIC


BE ACCESSIBLE TO ANYONE

DESKTOP, LAPTOP, MOBILE

BUT ALSO IN SOME COUNTRIES FOR DISABLED PEOPLE


THE FATHER OF ONLINE USABILITY

JAKOB NIELSEN

http://www.useit.com/


DEVELOPING A WEBSITE

IS NOT A ONE TIME THING


ONLINE BEHAVIOURS AND HABITS ARE

CONSTANTLY EVOLVING


WEBSITES NEEDS TO KEEP UP DATE WITH THIS

EVOLUTION


EVERYTHING START FROM OUR CUSTOMER

AND FROM WHAT THEY WANT TO ACHEIVE

WE WANT THEM TO FULLFILL THEIR

EXPECTATIONS

TO MAKE THEM HAPPY


THE

USER STORY MAPPING

METHODOLOGY


WE START WITH A USER NEED.

I want an

iPhone.


THAT WE WANT TO FULFIL

I want an

iPhone.

I have an

iPhone!


I want an

iPhone.

I have an

iPhone!

Point A Point B

?

THAT WE WANT TO FULFIL


BY IDENTIFYING POINT A AND POINT B, WE CAN THEN

IDENTIFY THE STEPS THE USER WOULD TAKE IN THE

STORY.

I want an

iPhone.

Google

search:

“iPhone”

Visit client

site

Browse

iPhone

plans

Visit user

forums

Select

PhoneSelect Plan

Visit

Payment

Gateway

Select

Delivery

Mode

Select

Payment

Mode

PayI have an

iPhone!

Visit non-

Client site


WE GENERATE ALL POSSIBLE STORIES


WE CONSOLIDATE DUPLICATE STEPS.


AFTER DEDUPLICATION, WE GROUP TASKS INTO

CATEGORIES:

CONSIDERATION, VALIDATION AND PURCHASE.

Consideration Validation Purchase


WE IDENTIFIED USER SCENARIOS THAT WOULD HAPPEN

AFTER PURCHASE.

Consideration

Validation

Purchase


Consideration

Validation

Purchase Consideration

Validation

Purchase

WE IDENTIFIED USER SCENARIOS THAT WOULD HAPPEN

AFTER PURCHASE.


SOME OF THESE USER STORIES WOULD REUSE TASKS

THAT WERE IN THE INITIAL PROCESS.

Consideration

Validation


Validation

Purchase


THEN WE MAPPED EXIT POINTS

Consideration

Validation


Validation

Purchase


WE IDENTIFIED TACTICS THAT WOULD ADDRESS THESE

FALLOUT POINTS.

Consideration

Validation


Validation

Purchase

Prevent Solve


AT THIS POINT WE HAVE A FULL VIRTUAL WEBSITE

FULLFILLING ALL OUR USER NEEDS


AND TO MAKE IT ACTIONABLE WE NEED


SITEMAP


WIREFRAME AND FLOWS


THE DESIGN FA WILL FOLLOW

CREATIVE AND UX


CONTENT

ONCE SITEMAP IS READY

THE CONTENT SHOULD BE PREPARED BY

AGENCY OR CLIENT

TIPS MORE VISUAL LESS WRITE UP FOR MAXIMUM

IMPACT


FINALLY

BEFORE STARTING IMPLEMENTATION

CHOICES NEED TO BE MADE

(USUALLY DONE BY THE AGENCY)


DOES TECHNOLOGY MATTERS?

PHP VERVUS ASP .NET

FLASH VERSUS AJAX


PHP VERSUS ASP .NET

PHILIPPINES AND IN MOST OF THE WORLD PHP IS

MOSTLY USED

IT IS EASIER TO HAVE PEOPLE MAINTAINING IT

EASIER TO HOST


FLASH VERSUS AJAX

SEO FRIENDLY AJAX BUT...

CREATIVE FREEDOM FLASH BUT...

WHAT CRITERIA WILL INFLUENCE YOUR CHOICE

YOUR END GOAL


FROM THE BEGINING

PLAN THE UPDATES AND MAINTENANCE

SHOULD YOU TAKE A CMS ?

SHOULD YOU TAKE A CUSTOM BACKOFFICE ?

SHOULD AGENCY UPDATE YOUR SITE FOR YOU ?


TIMELINE IS FINAL ONLY WHEN ALL REQUIERMENTS

ARE FINAL

DEVELOPEMENT LET THE AGENCY WORK, DONT PUSH

CHANGES DURING THE DEV

LAST ADVICES


ONCE YOU HAVE A SITE WHAT S NEXT?

MAKE IT AN INTEGRATED WEBSITE


A WEBSITE IS A MAJOR COMPONENT IN YOUR

COMMUNICATION

IT SHOULD BE INTEGRATED WITH

ALL OFFLINE AND ONLINE

COMMUNICATION TOOLS


ALL OFFLINE COMMUNICATION TOOLS MUST CARRY

THE SITE URL

USE OFFLINE TO GENERATE TRAFFIC


WEB AND BUYING MODES

IF YOU DONT TAKE THIS INTO CONSIDERATION YOU

WILL JUST SIMPLY MISS OPPORTUNITIES


DELL EXAMPLE:

OFFLINE CHOOSE PRODUCT

IN A MAGAZINE USE THE

ECODE TO BUY IT ONLINE

ONLINE IF USER NOT

CONFIDENT IN LEAVING CREDIT

CARD DETAILS THEN

PROIMINENT PHONE NUMBER

IS GIVEN TO PURCHASE

OFFLINE (WEB SPECIFIC)


WHEN THE SITE IS DONE

THE CONVERSION POINTS ARE CLEAR

WHAT MORE CAN BE DONE?


CONSOLIDATION OF ALL INITIATIVES ON A COMMON

PLATEFORM IF YOU ARE MULTIBRAND

CONSOLIDATE ALL USER INSIGHTS AND INFORMATION

TO KICK OFF YOUR ECRM PROGRAM


Web Analytics Platfotm

Export Customer IDs

eCRM database

Prospects

Customers

E-mail Blast Platform

Social Media Marketing Tool

Monitor

Import E-mails

MAIN WEBSITE

Social Media Outposts

Partner Databases

Internal Databases

Social Messages

Additional Customer Data / Segmentation

Web Behavior Tracking

Export E-mails

Customer Support and On-line Sales

AccessRegister

E-mail


ONE RECURRING QUESTION

FROM ALL OUR CLIENTS


SHOULD I USE

FACEBOOK INSTEAD OF CORPORATE SITE


RESTRICTION FROM MAIN

OFFICE

SMALL BUDGET

SHORT TERM

DIRECT ENGAGEMENT TO

THE COMMUNITY

LONG TERM

FULL CONTROL

FULL ACCES TO USER

DATA FOR ECRM


EACH ONE PLAY ITS PART

YOU SHOULD AIM AT BRIDGING THE BOTH

DRIVE YOU FAN BASE TO LEAVE MORE DETAILS ECRM


ONCE THE SITE IS IMPLEMENTED

HOW DO WE KNOW IF WE ARE

DOING GOOD?


EVERYTHING GOES BACK TO

YOUR MEASURE OF SUCCESS


WE SAW EARLIER

THE CONVERSION GOALS

A DOWNLOAD – WIDGET

AN INTERACTION – COMMENTS, POST VIDEO

A LEAD – EMAIL, FORM TO REGISTER, PHONE CALL

A SALE – ONLINE PURCHASE


EACH ONE IS ASSOCIATE

TO A METRIC

•ONLINE SALES NUMBER OF SALES

•GET NEW LEADS NUMBER OF LEADS

•BE THE MOST RELIABLE SOURCE OF INFORMATION

# VISITORS, TIME ON SITE


AND WE TRACK


GOOGLE ANALYTICS


HOW IT WORKS?


WHAT CAN WE MEASURE?


BOUNCE RATE


BOUNCE RATE

Tips:

When a campaign is

running, bounce rate on

the landing page is a

quick way to gauge the

quality of the ad

campaign

websites best practices - pana website best practice v1.pdfwebsites best practices may 26, 2011...

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