why most websites don't work

Why

Edward AndrewsInternet ConsultantWSI

WebsitesDon’t

Work!

Most

Technology Expert?Web Designer?

Who am I?

I devise and implement Internet Business Strategies

Internet Consultant

What I will cover

• Where did the Internet come from?

• What does it mean for the Business

community?

• Why MOST websites don’t work!

• Questions

Old Thinking:“I think there is a world market for maybe five computers.”

Thomas Watson, IBM Chairman, 1943

Today’s Reality:Active Internet Universe: 605.6 millionUK 34.3 million (57%)

Source: Nielsen/NetRatings

Business Benefits

Step 1email

Step 2Website

Step 3E-commerce

Step 4E-business

Step 5Transformed

Organisations

Organisation Progress

E-adoption progress

ICT ProgressDevelop Website

Receive orders online

Online payments

B2B Solutions

The E-world E-volution

• The Internet doesn’t recognise size

• Flexible– It can flex to reflect your changing

business

• It extends your geographic reach

• Adds a new dimension to your business

• Cost Effective

The Business Opportunity

Web advertising overtakes Radio

0

100

200

300

400

500

600

700

800

2001 2002 2003 2004

Online

Radio

Why Most WebsitesDon’t Work!

1. No Clear Objectives

No Clear Objective

• A small business decides to “get a website”

• “Everyone has got one – we must have one”!

• “My friend’s son is a web designer”

• Low cost! Is it really?

Start with a solid marketingobjective & strategy

?Question everything

• What would a website achieve?

• Who are we targeting and why would they come

to our site?

• What will our visitor typically be after?

• What do we want them to think about our

company having visited our site?

• How will we measure our website’s success?

• How will it impact our offline (normal)

business?

What would a website achieve?

Goals

More Sales

Reduce Costs

Improve

Customer

Service

More Sales

More customers

More revenue per

order

More orders from

each customer

What’s your goal?Or is it all of them?

Who are you targeting?

• Size of your market– How much traffic are you expecting?

• Geography– Local, National or Global?

• Age– Propensity to use the internet

• Other demographics– Sex, income bracket etc.

What is your visitor looking for?

Be clear about the purpose of your site

Fast Answers Entertainment

Buy things Interaction

What do you want people to think of you?

OpenHonest

Caring

Efficient

Informative

Reliable

Quality

Knowledgeable

Professional

First Impressions Count!

Measuring Success

• Traffic Analysis Software– Included in your hosting agreement

• Get to know your customers

• Know what works on your site ……. and what doesn’t!!

• Constantly improve your site

“If you can’t measure it,you can’t manage it!”

Your “normal” business?

• Is your website integrated into your normal, “offline” business?

• Does it play a role in your “offline” sales process?

• Are you marketing your website in ALL other communications?

• What efficiencies are you achieving?• How does it help with your supplier

and customer communication?

2. Technology Focused

Technology Focused

• Websites are often delegated to IT people – lose marketing focus.

• “Error 404 – page not found on this server”

• Frames– Not supported by browsers– Hated by search engines

Develop a culture of designingCustomer-focused online solutions

= Go Away!!

Having said that…

• Choose the right infrastructure

– Easily administered

• You must identify APPROPRIATE

technology for your purpose

• Remember to be focused on

the customer benefit

• Don’t re-invent the wheel!

3. Poorly Written

Poorly Written

• Online, the written word builds

relationships

• Writing for the web is different

– “Corporate” or formal writing can come

across stuffy or pompous on the web

– Be flexible

• BUT, don’t be unprofessional!

Check & double-check

• Spelling & Grammar! • Does it speak to your target audience …

appropriately? • Does it address customer issues, or is it

about you and your products? (Think Benefits, not features!)

• Is it easily “skimmable” for key points “Bells & whistles may grab a customer’s

attention, but words make the sale”Nick Usborne

4. Poor Design

Poor Design

• Intuitive

• Ease of Navigation – “2/3 Clicks” rule

• Colours – Appropriate?

• Look and Feel – Appropriate?

• Functionality

• Speed of loading

Poor Design

“65 percent of Internet users surveyed won't patronise a poorly designed site — even that of a favourite brand”;

“30 percent reported that website design is more important than a great product.”

Source: CyberAtlas

5.No Clear Calls for Action

No Clear Calls to Action

• Do your visitors know what they’re

supposed to do at your website?

• Have you given them good reasons

to do …..?

• Create a sense of urgency – a

reason to respond now!

• Use pre-qualified options?

6. The Site is Invisible

Internet Marketing

Word of mouth Integrated marketing

Search engine & other lists Links from other sites

Your Domain Name

Search Engines

Search Engine Optimization

Keyword Marketing

Search Engine Optimisation

• Why?– 85% of users start with a search engine

• Highly specialised service– Analyse keywords– Create content– Register with search engines– Monitor Results

• Economical• Long term results• But, it’s a process, not an event!

What is Pay-per-click?

Overture Network Google AdWords

Pay-per-click benefits

Top positioning for all purchased terminology.

Immediate results. Can be started / stopped at will.

Short term and seasonally friendly.

Excellent for local marketers. Geographic friendly.

Very measurable results.

Links

• Considered a good indicator of

“relevancy”

• Vertical market sites

• Internet Directories

• Require maintenance

7. The Site Doesn’t Work

The Site Doesn’t Work

• Test Everything!– Get people to test it– Check Site Logs– Links & Forms– Size of Image Files?– Stress Test, if appropriate

• Choose Host carefully

Your Reputation is at stake.Demonstrate attention to detail.

8. Poor Maintenance

Poor Maintenance

• “Last Updated September 2001”

• “Under Construction”

• “Coming Soon!”

• Beware of “hit and run” developers

• Don’t spend all your budget on initial design.

• Act Quickly!

Your website should reflect your changing business – it’s a journey.

9. No Way to Measure ROI

No Way to Measure ROI

• Who is accountable for the website success?

• What are the objectives?• Consider:

– Sales– Leads– Customer Service

– Referrals– Offline sales– Customer Satisfaction

Direct

Indirect

In Summary

Ineffective Websites

Lost Revenue

• Poor Design

• Brochure Presence Only

• No traffic

• No Correlation To Business Plan

• No maintenance

• No responsibility

MissedOpportunities

=

Thank you for your timeAny questions?

Edward AndrewsInternet Consultant

WSIwww.wsivitalwebsolutions.com