DON’T MAKE ME THINKWeb Design Today and Tomorrow

Cameron Clark

@catch22mkting

WHAT IS DESIGN?

AESTHETICSAPPEARANCE - STYLE - TONE - LAYOUT

FUNCTIONHOW IT WORKS - INTERACTION - EFFICIENCY

UNDERSTANDINGPEOPLE - DATA - MARKET - TRENDS - COMPETITION

PURPOSERETURN PROFIT - QUALITY - LEGACY - HAPPINESS

FEASIBILITYBUDGET - TIMING - NEEDS

THE PRINCIPLE OF GREAT WEB DESIGN

Don’t Make Me Think!

USABILITY

1. WHO ARE YOU?

2. WHAT DO YOU DO?

3. WHAT CAN I DO HERE?

Every Visitor Asks 3 Questions

SEARCH ENGINE FACTS

1. Most online journeys begin on Google

2. Google handles 1 billion searches a day

3. YouTube is the 2nd most popular search engine

4. Microsoft and Yahoo also have search engines :)

USABILITY

1. WHO ARE YOU?

2. WHAT DO YOU DO?

3. WHAT CAN I DO HERE?

Yesterday

1. WHAT MAKES YOU SPECIAL?

2. WHAT CAN I DO HERE?

Today

Because of levels of online competition and Google-centric behaviour visitors asks 3 2 questions

CASE STUDY #1English Language School in London

DESIGN BRIEFPURPOSE:

Get enquiries for English courses

UNDERSTANDING: Aiming at young international students.

WLA is cheaper than other London schools. Competing against other European cities.

FEASIBILITY: Budget for design, build and SEO £5-10,000.

1. WHO ARE THEY?

2. WHAT DO THEY DO?

3. WHAT CAN WE DO HERE?

Key PrincipleCapture Data!

RESULTSSince launch in November 2010

Online Enrolments: 437 per year (36 per month) 437 enrolments with 70% completion rate = 306

Online Tests: 1447 (Useful Database)

Quick Enquiries: 953 (56 per month)

Ave Course 10 Weeks = £515 £515 x 306 enrolments = £157,590 (€189,665)€189,665 - €41,117 (Existing income) / website = 27x ROI

CASE STUDY #2Removals Company London

DESIGN BRIEFPURPOSE:

Get enquiries for home removals. Also office removals, storage and packaging

UNDERSTANDING: Competitive marketplace

People look for multiple quotes

FEASIBILITY: Budget for design, photography, SEO and

6 months ongoing SEO: £8-12,000

This important page had high exit rates. So ‘contextual’ call-to-action links were added.

Conversions increased!

This important page had high exit rates. So ‘contextual’ call-to-action links were added.

Conversions increased!

Key PrincipleMeasure Data with Analytics!

Apply changes

RESULTSSample Month February 2011

Online Quote Requests: 62 With 33% conversion rate = 20 BookingsQuick Enquiries: 5Telephone + email: not included

Ave Booking: 2 Men Luton Van = £550Feb: 20 bookings x £550 = £11,000

€13,240 gross profit p/m compared to €3,960 of old site

MORE EXAMPLES

DESIGN PRINCIPLES

Define the PURPOSE of the site first.Understand WHO you are targeting and WHAT they want. Give it to them!

Capture data. Make it easy tomake contact with

Calls to Action!

Measure results - Make changes. It’s a PROCESS!

1

2

3

THANK YOUPresentation available at

catch22marketing.com/news and chaniadevs.wordpress.com

• Book: Don’t Make Me Think by Steve Krug. > Website: www.sensible.com/dmmt.html

• State of Search (Infographic)

• Top 3 Search Engines - Search Engine Watch

• Websites Shown: WLA Before and New WLA Site

• Websites Shown: Gentleman & a Van New Website

• Catch22 Marketing - Before and After Gallery

• Guided tour of Google Analytics and Download Analytics Free

• Additional Help: Catch22 Marketing - Website Startup Guide

GLOSSARY