Web Design Essentials

Simon MelaniphyManaging Directorwww.refreshedmedia.com simon@refreshedmedia.comTelephone: +44 1202 414101

What you’ll learn in the next 20 minutes...1. Planning your website2. Creating an impact3. Technical issues4. Converting into sales or leads

- Define who your site visitors are

- Define the desired outcomes

- Specification

- Key requirements

- Site map

- Wireframes

Planning

Welcome to our World;Examples of our WorkCreate an impact

First impressions last!

- 50 ms to make an impression!

- Establish site purpose quickly

- Consider using video

- Clearly show services

- Create trust

- Phone number

- Case study / testimonial

- Personal approach – team

- Keep up to date

- Demonstrate brand personality

Less is more – but remember the testing!

Imagery

- Picture speaks 1000 words...but ensure it’s saying the right ones!- Represent your brand image- Select stock images with care

Engagement

• White papers / articles

• Helpful videos

• Tools, e.g. calculators

• Reviews / testimonials

• Interactive product selector

Lauren Luke: Home recorded videos showing makeup tutorials to sell her products.

Users = need to be engaged

Able to request looks, videos and information.

Why should your audience come to, stay on or revisit your site?

Welcome to our World;Examples of our WorkTechnicalities

Technicalities

• Accessibility – ensure website is open to all

•Sight impaired – screen readers

•Slow connection

•Different web browsers

•Mobile devices

•No flash or javascript

•Avoid popups

• Ensure reliable hosting

Technicalities

• Testing

•Broken links

•Valid XHTML code

•Cross browser checks

•Consider Sortsite - £199 or validator.w3c.org

•Against key requirements specification

•Review each page (somebody here has Lorem Ipsum!)

Welcome to our World;Examples of our WorkConvert

What is a website conversion?

Visits

Sales

= Conversions!

What is a website conversion?

Visits

Test drive bookings

Brochure requests

Enquiries

= Conversions!

What is conversion rate?

Conversions

Website visitorsx 100

… the higher the better!

25 enquiry forms

1000 unique visitorsx 100 = 2.5%

Where is conversion rate measured?

Using free Google Analytics

•Google Analytics tells you volume and source of traffic

•You tell Google what your Goals (Conversions) are on the website

Tests are good!

Split Testing

Split (A/B) Testing

• Live serving of different versions of a page

• One test at a time

• Which gets the best conversion rate?

Split Testing – The winner!

The original version had

25% more conversions.

It doesn’t matter really what the marketing manager, MD, agency think…

It does matter what the visitor thinks!

Multivariate Testing

Multivariate Testing

9 subtly different versions... 300% difference in conversion rate!

Design To Convert

Navigation

Simple navigation menus, and site signposting…MAKE IT EASY!

Clear descriptions & selling points

From typing in “personal loans” on Google...

Focus your pages

- Bullet point key info- Clear, readable text- Explain benefits- Prominent calls to action

Clear calls-to-action

Make these as prominent as possible

Forms

• Keep forms simple with necessary fields

• Autofill saves time

• Signpost and segment if the form is long

• Clear “submit” or “next” buttons

• Form on content page?

• TEST!!

Live Help

• Communicate in a way easiest to the customer

• Helps people • with quick enquiries • when prefer soft sell• when can’t speak on phone

• Can help to improve conversion rate

Scroll Analysis

Hover maps - are visitors reaching the bottom of your pages?

Heatmaps

Pinpointing exactly where visitors are clicking on the website

Heatmaps

Are visitors clicking areas of the page which aren’t links?

Which specific areas of buttons / links are visitors clicking on?

Summary

• Plan your website build

• Create credibility

• Engage with visitors

• Keep the content fresh

• Ensure it works for all

• Test design changes to improve conversion rate

Web Design Essentials

For more information please contact Simon MelaniphyManaging Directorwww.refreshedmedia.com simon@refreshedmedia.comTelephone: +44 1202 414101