WCR Santa Clara Tech Talk 2015

Advice on how to build an effective web strategy.

Web & Digital Marketing

Consumer Trends 2015

Meet WallaceDirector at Baynet Technologies since 2008 Consultant for Web, Marketing and Business Development Strategies Core understanding of User Experience Developed hundreds of websites, blogs, and marketing collateral

Let’s talk.Identifying your target market SWOT Analysis Meet Mary Meeker of KPCB 2015 vs 2014 Internet consumption stats Responsive v. Mobile Web Design: Flat or Real Design One Pagers Effective Messaging About Baynet Technologies Fin

Target Market

Target MarketHome Owner? Young Couple? Empty Nester? Works in Tech? Dog Owner? Educated?

Target Market – Action ItemsLook at your current clients

Check out your competition

Analyze your product or service – 4 P’s of Marketing ¤ Product ¤ Price ¤ Place ¤ Promotion

Choose a specific demographic ¤ Age ¤ Location ¤ Gender ¤ Income ¤ Education Level ¤ Marital or Family status ¤ Occupation ¤ Ethnic Background

Target Market – Action ItemsConsider the psychographics of your clients ¤ Personality ¤ Attitudes ¤ Values ¤ Interests or Hobbies ¤ Lifestyles ¤ Behavior Evaluate your decision ¤ Are there enough people that meet my criteria? ¤ Will my target market really benefit from my services? ¤ Will my target market see a need for my services? ¤ Do I understand what drives my target market to make decisions? ¤ Can I reach them with my message?

SWOT Analysis – Action ItemDiscover ¤ Strengths ¤Weaknesses Identify ¤ Opportunities ¤ Threats Create Action Items

Mary Meeker

Mary MeekerMary Meeker is an American venture capitalist and former Wall Street securities analyst. Her primary work is on Internet and new technologies. She is a partner at the Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers.

Mary Meeker

2015 Consumer Internet Trends

2015 Consumer Internet Trends1. Strong, but slowing growth in Mobile 2. Average 3 hours a day on mobile vs. < 1hr five-‐years ago 3. 55% on mobile 2015, 52% on mobile in 2013, 50% in 2012 4. Biggest driver = Video & Images 5. Payments 6. Total spend on Internet Ads = $50B, of which Mobile Ads =

$13B 7. Observations about online innovation in China

2014 Consumer Internet Trends20% growth y-‐o-‐y smartphone subscribers in China, India, Brazil and Indonesia 52% growth y-‐o-‐y in tablets globally 81% growth y-‐o-‐y in mobile data consumption, videos being a strong driver. 25% of the United States only consume Internet via Mobile 26% of emails are opened on Mobile in the United States, 10% on a tablet Mobile > Desktop when it comes to Internet consumption Source: KPCB.com/InternetTrends

Responsive or Mobile?

Benefits of Responsive Design

Benefits of Responsive DesignGoogle Prefers Responsive One Website, One URL Combats a high bounce rate Enhanced User Experience Effortless Multi Device Adaption Easier to maintain Higher conversion rates

Benefits of Responsive Design

Benefits of Mobile Optimized

Benefits of Mobile OptimizedImproved User Experience Faster load times Engagement & Context Brand Identity Integration with Offline Media – QR Codes More flexible and cost effective than an App

Benefits of Mobile Optimized

Web Design: Flat vs. Realism

Source: www.flatvsrealism.com

Web Design: Flat vs. RealismFront page of Dribbble.com (Summer 2014), a popular design-‐sharing website amongst web designers.

Benefits of Flat DesignEasier on the eyes (typically) Easier to build into Responsive Appeals to a younger, hipper audience Connects with those in tech Popular at this moment (Overtook Realism in 2013)

Benefits of RealismAppears Richer, more Vibrant Showcases photos better Tough to build too much realism into responsive Easy to convert to Mobile Works better for a well targeted market Most real estate consumers still do not have a preference for real estate data.

One Page Design

Benefits of a one page designSimple ¤ 4-‐5 sections

■ WWWWW&H Enhanced user experience Easily made responsive Current Simple to maintain

Website – Action ItemsClear Front Page ¤ Must be crystal clear on who you are and what product or service you offer. Remember the average adult has an 8

second attention span. You want to capture their interest immediately. Bear Left ¤ Research shows people’s eyes lock to the top left of a webpage first (it is the opposite in Eastern Cultures, but

converting). Place your logo and possibly your contact details here. Navigation buttons should also be stacked on the left if you choose a vertical design.

Design Principles ¤ Guide visitors to browse your site through the use of simple design like large buttons or bright colors. Keep it

interesting. Keep it Simple ¤ Balance simplicity and sophistication, creates a better user experience. Customer’s Needs ¤ Ease of use and clear language are vital to ensuring your customer’s needs are met.

Website – Action ItemsEasy on the eyes ¤ Create enough negative space so copy is easily read, and be careful with contrast in colors. Copy should always be dark

characters on light backgrounds. Button Placement ¤ Good button placement ensures easy browsing of your site. Be considerate of button placement when designing a site. Broken Links ¤ Check for broken links pre-‐launch and post launch and every few months. Purpose ¤ Every page must have its own specific purpose. If it does not sell your product or services you probably should not have

it on your website. Also, ensure every page has a call to action. Consistency ¤ Use the same style of font and sizes for heading, sub-‐headers, copy, and footers. Color themes, imagery or illustrations.

Messaging

Source: StatisticBrain.com

Messaging

Source: StatisticBrain.com

Average Attention Span 2015 -‐ 8.25 seconds Average Attention Span 2012 -‐ 12 seconds Average Attention Span of a Goldfish -‐ 9 Seconds

Number of times per hour an office worker checks email -‐ 30 Average length of internet video watched -‐ 2.7 minutes % of page views that last less than 4 seconds -‐ 17% % of page views that lasted more than 10 minutes -‐ 4%

Messaging

MessagingOld Newsletter • Too much

copy • Not enough

interesting visuals

• Not enough or no clear call to action

Today’s Newsletter • Branded • Hero Visual • Highlighted

sections with calls to action

• Digestible Copy • Social Media

Links – if you have them.

Messaging – Action ItemsCompany Feature (descriptive) Benefit (value)

Athletic Clothes These clothes fit well and looks nice.

These clothes make you feel healthy and attractive.

Restaurant Serves food, cooks, cleans You spent all day at work, come in, relax, and we’ll take care of dinner.Circle Bar B Ranch Working farm, horse

stables, trail rides, beach and cabins.

Escape your routine life and become a cowboy, or cowgirl for the weekend.Real Estate

Source: The $100 Startup, Chris Guillebeau

2015 Real Estate Website TrendsTrending Up ¤ Simplified Navigation – Strong Value Proposition ¤ Large Hero Visual ¤ Curated Testimonials – with Portraits or better, Video ¤ Pre-‐Defined Search Areas ¤ Community Pages with Video ¤ Simplified Bios / Resumes ¤ Case Studies – creating opportunities Trending Down ¤ Large complex website builds ¤ Dedicated vendor lists, or things to do ¤ Complex IDX/MLS Search interfaces ¤ Anything framed ¤ Non-‐responsive builds

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WCR Santa Clara Tech Talk 2015

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