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!
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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