b3 seminar: the golden rules of on-site engagement - andrew machin
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The Golden Rules of On-site Engagement
Andrew Machin – Head of Creative
Audience / Conversion
£30.2bn
£58.8bn 8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
Can ≠ Will
Understand the Fundamental Paradigm
of Engagement
People Do Not Think
Listen
“We are interested in others when they are interested in us.”
Publilius Syrus – 1BC
Answer
Establish relevance through a clear proposition
Take an Interest
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” Dale Carnegie – 1934
Be Helpful
What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other
Personalise the Experience
Build Trust
Trust through
Design
http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
Trust through
Social Proofing
Sort results by
Most popular
Trust through
Stories
All stories have…
Setting
Obstacle
Action
Results
Homework for your website
1. Understand what engagement really is
2. Are you listening to what your audience wants?
3. Are you answering their questions?
4. Are you taking an interest in their goals?
5. What can you do to be helpful?
6. How can you personalise the user’s experience?
7. Are you trustworthy?
Andrew.Machin@branded3.com @The_Machin
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