why most websites don't work
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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