how to build a website for your audience
DESCRIPTION
When Building A Website the ideas around it should not come from you or your designer. The design and user interface should be based around your audience. Join me as I go through the traits that make websites work and are not just another website.TRANSCRIPT
How to Build your Website
About me10 years’ experience in strategising, creating, developing web solutions, lead funnels and optimizing conversions for ASX200listed companies, large and small online retailers and smallbusinesses.
Lectured in web design principles and digital marketing strategy, as well as workplace experience from both client side and agency perspective.
phillipparisis
#ABCSWEBINAR
The Flow
• Why you need a website• A complex situation • Tips to leverage your online presence
WHY YOU NEED IT
AUSTRALIA ONLINE
14.3 mill Aussies go online monthly72% of those go online everyday7.8 mill Aussies shop online75% of purchases are from Aussie retailersMore than ½ Aussies have smartphones32% access internet through mobile
DigitalBusiness.gov.au 2012
DON’T MISS OUT
23.7%
$81b
28.0%
$237b+192.7%
+4.3%Aussie businesses receiving online orders...
Income earned by Aussie businesses from online orders...
2007/08 2011/12
Source: ABS 2012
By 2020, online sales in Asia to exceed US$650bn Greater than combined sales of US, UK, Japan, France and Germany
(Australian Trade Commission 2013)
ASIA ONLINE
EXPANDING YOUR REACH
TRENDS AND IDEAS
SHOP ONLINE / PICK UP IN STORE
TRADITIONAL SHARING
SOCIAL SHARING
GOING MOBILE
RESPONSIVE DESIGN
GAIN TRUST THROUGH PROOF
hubspot.com yelp.com
WHY IS PLANNING IMPORTANT?
Planning will saveYou Time & Money
Remember…
Plan your website for your audience
Join us @ DEP
Digital Enterprise Program
An Australian Government initiative aimed at helping organisations succeed online.
Free two-hour workshops on a variety of topics that I have discussed today, in a small group with practical activities.
Free follow up 4 hours one-on-one strategy session
http://depgreatersydney.com.auInner South West / Sutherland South West / Outer South West North Sydney / Hornsby & Ryde City & Inner South / Eastern Suburbs
A complex situation
Lets go back…
What is a website?
Websites are a tool designed for people
Unfortunately people don’t always act rationally
Especially when it comes to using websites
That’s why we have different websites in all different shapes, colours and sizes
We all know what a website looks like right?
Well I know what you’re thinking…
This is the age of ‘Ask Google’ and stalk my friends on Facebook.
But in reality a website looks a lot like this.
A whole lot of code put together to look something like this…
So how do you design a tool for a irrational world?
You must understand the 5 traits that are hard-coded in our brains
Trait #1 CollectingTrait #2 Social ValidationTrait #3 ReciprocityTrait #4 CommitmentTrait #5 Discovery
Trait 1#
Collecting
We like to collect things… We like to complete our collections
We want to complete
Trait 2#
Social Validation
We love to jump on the bandwagon
We often do it online…
Trait 3#
Reciprocity
Our need and tendency to want to give something back when something is received
How it happens online…
Trait 4#
Commitment
Small steps lead to bigger commitments
Commitments online
Trait 5#
Discovery
Our curiosity helps us discover
Curiosity keeps us online
Our traits are what the big guys use to sell to us!
When building a website consider your audience
Their traits and emotions will turn them into customers
Leverage your online presence Leverage your online presence
Why you need leverage
As of January 2014 there are around 861,379,000 registered host names, which is an increase of around 350,000 compared to December 2013.
LEVERAGE = TRAFFIC
#1 Strategies to drive traffic
A) Content Strategy (Formally known as SEO)B) Social MediaC) Paid Advertising
Content Strategy (SEO) Tips
1) Consider your audience2) Write EPIC content3) Become the authority
Social Media Tips
1) Share EVERYTHING2) Content curation is not cheating3) All roads lead to home
Paid Advertising Tips
1) Get it done right2) If you cant track it don’t do it3) Return on investment is not a goal it’s a
strategy
Q & A