Content

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Content

• Online differences
• Setup considerations
• Site structure consideration
• In page optimization
• Monitoring

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• Online differences

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• The internet is different
• You need to build this into your site or planning
  or you are just duplication offline

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The difference between Online and offline

• Speed
• Engagement
• Technology
• Test and try

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The difference between Online and offline

• Speed the pace is faster
• To market
• Travel brochure vs internet
• Frequency of usage
• Frequency of updates

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The difference between Online and offline

• Engagement Push. Cool push. Dialog
• One directional
• Feedback forms
• Questionnaires
• Ratings
• Reviews
• Evouchers
• Games
• Competitions
• Viral
• RSS
• Dialog
• Blogs
• Twitter
• Facebook
• Personalization

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The difference between Online and offline

• Technology know what you can do
• Flash
• Blogs
• Refined search
• Rich media
• Personalization
• Video, audio, dynamic content
• Tracking

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The difference between Online and offline

• Test and trial Just do it and crowdsourcing
• New product
• New creatives
• New audiences
• New prices

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• Setup considerations
• If you dont do the basics right, then online
  will fail equally as would an offline project

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Somethings are the same

• Business focus
• Customer focus
• Commercial reality

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Business objective

• Information
• Transaction
• Engagement
• Brand

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Management buy-in and marketing integration

• Buy-in and business/ marketing integration
• Need to get Management buy-in or its a hobby
• Need to integrate into marketing mix or its a
  tech thing
• No funding, no traffic

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Project execution

• Who drives it
• Holistic business, marketing, product,
  internet, technology
• Detail that will take you that extra mile
• Tech people
• Digital people inhouse
• Agencies external
• Someones son

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Long term management

• Maintainence
• Relevancy
• Scalability
• Language

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• Dont forget the customer

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Marketing - audience

• Demographics
• Age
• Wage
• Education
• Motivations
• Info
• Inspiration
• action
• Usage
• Medium (internet, mobile)
• Media usage (social media)
• Time of usage (same audience all day)

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• Site structure considerations
• It can cost you a lot of time and effort to redo
  sites if you dont plan well

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Internet big 4

• Trust
• Ease of use
• Navigation
• Speed

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Structure

• Mapping

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Structure
Landing page

• Flow
• More steps more drop out
• Logical
• Funnel with refinement

Search results
Product refinement
Product summary and cross sell
Customer details
Payment
Confirmation
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Other UI Functional considerations

• Width
• Browser usage

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Other UI Functional considerations

• Tracking codes

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Creation standards and checklists

• Standards and checklists
• SEO
• Code
• Compatibility
• Web browsers usage
• Java script usage
• Usability
• Video download speed
• Performance weight, CSS
• Brand
• Tracking code implementation

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• In page optimization

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Placement what goes where

• Important information
• Eye tracking

Source Nielsen Norman Group's
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Structure

• Landing pages
• Purpose
• Distribution
• Sales/ Information
• Simple or impulse
• SEO

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Placement what goes where

• Above the fold CTR

Fold
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Merchandising how do we do it?

• Everything on special
• Everything the same
• Highlights
• Colours
• Size
• Location
• Message

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Brand what does it feel like

• Look and feel/ personality

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Placement what goes where

• Error management at point of error
• Clear explanation so customer knows what to do

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• Monitoring

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Testing

• AB testing
• Redirecting marketing channels

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KPIs

• Hitwise, comscore
• Omniture, Visual sciences, Google analytics,
• Traffic
• Conversion
• Loyalty
• Fallout or single site

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• Summary

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Summary

• Understand the advantages of online
• Speed, technology, engagement, test and trial
• Get buy-in and integrate it into your business
• Think how you will manage in 6 months to 2 years
  time
• Always revert to considering what the customer
  wants and how they engage
• Get site structure, processes and standard sorted
  from the beginning
• Remember the big 4 Trust, Ease of use,
  Navigation, Speed
• Monitor and optimize structure and in-page