building a profitable web site
TRANSCRIPT
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Building a profitable web site
We help you to get and to keep more customers who stay with you longer
115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk
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Background
• UK most active online in Europe
• 21 million logging on daily
• 72% make purchases
• Office National Statistics: £103bn online
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Background
• Research has shown that for UK SMEs
• 23% of websites have not been updated since launch
• The average age of a website is four years
• Only 8% had an e-commerce element to their sites
• 25% of companies had no way of tracking their site
• 38% had no budget at all for website updates
• For those with budget annual spend was around £250
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Background
• Seen as a design or technical issue
• No one really clear• why it’s there
• who it is aimed
• what it is supposed to do
• ‘Getting the website up’ is the main objective
• Site reflects the organisation and its departments
• No thought about ease of use
• No 6Ps (proper planning prevents piss poor performance)
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What needs to happen
• Classic decisions on:
• site mission
• site objectives
• site build budget
• site maintenance
• site maintenance budget (min. 50% build p.a.)
• site marketing
• site marketing budget (min. 300% build p.a.)
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Research
• Research websites in your industry
• Look at your competitors• what kind of websites do they have?
• whose is ‘doing the biz’?
• Gritty, boring, essential• needs someone who understands business
• not likely to be designers and developers
• staff who will notice the ‘little things’
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Target
• Target, target, target
• who are your target audience?
• what will motivate them?
• Most visitors want information
• Most visitors want information
• Information that helps make decision
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User model
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Decide: Trust
• Provide on every page
• your company name
• how to contact you by email, phone and mail
• your company registration number, place of registration & registered office address
• the VAT number even if the website is not being used for e-commerce transactions
• membership details of any trade or professional association, including any registration number
• links to information about policies and terms and conditions
• the name of the organisation with which the customer is contracting, if this is different from the trading name
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Decide: Navigation
• Provide easy navigation
• one click from anywhere to anywhere
• no more than 7 top level links
• Ask target audience what they want
• Poor navigation = frustration
• Frustration = go elsewhere [1 click]
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Decide: Content
• Does your website have the right content?
• Critical for customers & SEO
• ‘Organic’ listings how over 80% sites reached even if they are bookmarked
• Who writes the copy?
• good copywriters worth their weight in gold
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Decide: User experience
• Is user experience good?
• Keep their details and preferences
• Get consent for future marketing
• Do users leave happy?
• do you get unnecessary emails & calls?
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Promotion
• Can your site be found?
• why did you build it unless you promote it?
• if it can’t be found it won’t bring business: Q E D
• Prepare a website marketing plan
• pretend it is your most important product
• how would you market that?
• how much would you spend on it?
• Make sure
• search engine friendly
• registered with key directories
• Consider
• pay per click, banner ads, email, viral campaigns, social bookmarking, social networking, more…………………
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Search engine optimization
• Improving:
• the amount of traffic
• the quality of traffic
• by ranking high in the search results
• for search phrases actually used
• that will produce the result you want
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Infrastructure
• Hosting
• Browser compatibility
• Maintenance and updates
• new content (content management system)
• products in stock
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Measurement
• Measure success or failure
• Anywhere else you don’t do that?
• Shows where you need to improve
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Building a profitable web site
We help you to get and to keep more customers who stay with you longer
115 Church Road, Bath, BA2 5JJ +44 1 225 840 490 www.e-crm.co.uk