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The Golden Rules of On-site Engagement
Andrew Machin – Head of Creative
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Audience / Conversion
£30.2bn
£58.8bn 8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org
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Can ≠ Will
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Understand the Fundamental Paradigm
of Engagement
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People Do Not Think
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Listen
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“We are interested in others when they are interested in us.”
Publilius Syrus – 1BC
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Answer
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Establish relevance through a clear proposition
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Take an Interest
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“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
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Be Helpful
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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
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Personalise the Experience
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Build Trust
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Trust through
Design
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http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html
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Trust through
Social Proofing
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Sort results by
Most popular
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Trust through
Stories
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All stories have…
Setting
Obstacle
Action
Results
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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?
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[email protected] @The_Machin