WEEK 8

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WEEK 8

• CREATIVE WEB SITE

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The Road Map

• What is your end game?
• You need to develop a road map before you start
  driving traffic to your site.
• Why do you want a web site?
• Orders
• Inquiries
• Brand awareness
• Customer Service Technical Support
• Because your competitors have them
• To appease the stockholders
• No clue

3
The Road Map

• You need to know what your goals are
• primary and secondary goals
• How much you can spend
• Marketing-IT-Customer Service
• How you are going to handle the backend?
• Do you have the support you need?
• Whose job is it?
• How much time can you allocate?

4
The Road Map

• If you dont know the answers
• You will waste your time
• You will waste your money
• You will lose your chance to to make a good first
  impression to 10s 100s 1000s of people

5
The Road Map

• To be successful online you need focus. Your site
  must have one overall goal.

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One Goal

• You got to have one goal.
• How does someone go around your site.
• Is this what you want them to do?
• You train your customer,
• If not
• they do what they want to do and they leave

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One Goal

• There are two things you can do online
• 1-Generate Inquiries Starting a dialogue
• Free catalog
• Free information
• Free samples
• Sign up for a club or loyalty program
• Do sth that requires some sort of involvement or
  commitment
• 2-Sales

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• It is almost impossible to do the both

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One Goal

• What is the major thing you want to do?
• Inquiries, customer service,sales
• you take that one goal and you support that goal
  with secondary goals that match your goal.
• If you focus on sales, technical support becomes
  another site.

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One Goal

• You got to map out what the customer supposed to
  do when they go to the site.
• If the goal is to give information or generate an
  inquiry you are going to tell them to do specific
  things.
• If they are coming and looking for a job and not
  do what you want them to do you end up breaking
  the sites apart.
• This is the only thing you can do long term, that
  will work.

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One Goal

• Your goal as a zookeeper to know what you want
  the customer to do and then to get them to do
  just that.
• You can change the customer experience by telling
  them where you want them to go.
• Very few people tell you exactly where you want
  to go.
• (self banners, guided tours)

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Question

• If the goal is to generate sale not to generate
  inquiry are we hurting ourselves by offering the
  free catalog?
• Answer In most cases, Yes
• If the goal is sale all directions need to point
  in the road to the sale
• If you start giving them other choices you impact
  that.
• It is not that you dont have access to a free
  catalog,but that access cant be dominant

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One Goal

• To have an inquiry site and have an order site is
  not a bad thing.In many cases that is the best
  thing you can do.But how you get the traffic from
  one place to another that is the tough one.

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• What exactly do you want them to do?
• What their experience should look like
• What is the customer experience in the end
• This is what is going on in my site
• Orders, Inquiries brand awareness, customer
  service and technical support.

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Scenario

• Find a book I know I want
• Buy a book I want
• Order straight from the product page
• Configure
• Confirm order details
• Browse book I might be interested in
• Get recommendations on books that might interest
  me
• Keep a note of the books that interest me
• Follow up on a book I want
• Send someone a gift
• Keep track of a gift I sent
• Redeem a gift voucher
• Update my personal information
• Get help
• Provide feedback

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4 Very Important Things

• Your Home Page
• Shopping Cart
• Search Function and Navigation
• Email and backend programming

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Homepage
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Homepage

• A Solid Homepage
• Solid header
• Navigation
• E-mail Sign-Up
• Date
• Please bookmark this site
• Offer box
• Self banners
• Sell 3-4 products
• Hot Box
• Intro copy and text
• Refer this site to a friend

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Youve Gotta Be Fast

• Immediate ordering or Inquiring
• Youve got 22 seconds to get their attention
• You have got 2 minutes and 23 seconds to get
  their inquiry
• You have got 5 minutes and 18 seconds to get
  their order.
• Short pages (2 pages)
• Better to have lots of short pages than a few
  long pages
• Long pages are too slow and overwhelming

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Home Page

• Bananas for the gorillas
• Free information
• Reminder services
• Sweepstakes and contests
• Communication boards and forums
• Fun stuff

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New Things

• The New New Thing
• New things get people to
• Come
• Stay
• Interact
• Stay longer
• Come back
• Think you an ebiz

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How Customers Think?

• It rocks or it sucks, there is no in the middle
• If they say this is hot they(10) come back in
  approximately 8 days and they decide ( rocks or
  sucks) if they will start a relationship with
  you.
• If you are hot again you build a relationship
  with the customer.
• If you suck, which is very typical, you are not
  current or up to date.
• They ask Has anything been changed since I have
  been in here?

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Homepage

• Change your homepage regularly
• Noticeable change every 8 to 10 days
• Changes dont need to be dramatic, just enough to
  make them notice
• Changing the offer works far better than anything
  else
• Change deadline

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Home Page

• Change the date
• Change the self banners
• Change at least one news item
• Change the offer
• Do not change colors or Navigation

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Familiarity

• Your site should look like your other marketing
  materials.

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Intro Copy

• Intro copy, this is for search engine, the only
  copy the customers read. You will get real drill
  downs here.
• Intro copy
• 150 250 words.
• Lots of links

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• News. Speaks to the customers what is happening,
• Biggest gardening company in the world
• It s also search engine friendly
• The company name comes first.
• Jakob Nielson
• One of the leaders in usability
• His book is worth looking
• Simple animation makes the eye going

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Homepage

• You may think the homepage is www.homepage.com
• Number one entry page will tell you
• 90 of the people who come to your site will
  leave.
• 90 of them will never come back
• 90 of them will not drill down

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Homepage

• The goal is to make them stay longer through the
  site.
• Increase your average user session
• Average user session is 5 minutes b2b and b2c
• If there is people who are there less than a
  minute in your site they are useless.

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Content

• FAQ
• Ask the expert
• Testimonials
• Tour or how to best use this site

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Lead Generation

• Ask for inquiry in every page
• Ask for it in several different ways
• Free catalog info
• Contact (company name)
• Would you like more information
• Free Newsletter - Emails

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Lead Generation

• Make sure you can use the information. If you
  cant use it, dont ask for it
• Confirm receipt. Quickly

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Sweepstakes

• Be sure to ask qualifying questions so you can
  segment the names based on their propensity to
  buy at a later date.
• Post rules on the site
• Name and address
• Age/Area limitations
• Retail value of the prize
• Odds of winning
• Begin and end dates
• All contest rules and disclaimers
• Make sure to run them by a lawyer before you go
  live

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File Not Found

• A File Not Found page designed to replace the
  default File Not Found page your host offers
• Custom page allows you to redirect users to the
  page(s) of your choice.

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Shopping Cart
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The Perfect Shopping Cart

• Design your site for the Lowest Common Denominator

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The Perfect Shopping Cart

• Abandoned shopping carts
• Major issue
• Traditional 3-4 out of 10
• Net 7.3-9.9 out of 10
• No more than 5 steps.
• Easy information first.
• Remind them NICELY when they screw up

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Perfect Shopping Cart

• What is perfect shopping cart?
• Fast easy
• Intuitive(prevents the buyer from thinking)
• Defaulting what the customers choice is very
  important
• Does all the work for you
• Polite and courteous
• Safe and secure
• Say that your information is safe
• Great choice to be there.

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Discounts

• Calculate discounts immediately ( 1 complaint)
• You go to checkout and it says your discount will
  be reflected at the time of confirmation.
• Niketown.com

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The Perfect Shopping Cart

• Calculate shipping, handling and taxes
  immediately, not after the fact.
• Dont ask a million questions.

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The Perfect Shopping Cart

• Thank you for your order
• Your order has been shipped
• Provide a tracking number
• If you have any questions
• Keep ordering history for ever
• Keep unfinished orders with reminders

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The Perfect Shopping Cart

• 6 keys to success
• Safety and security
• Speed
• FAQ and helpful advice (idiot proof)
• Alternatives to ordering online
• Ease of useability to make changes
• Confirmations

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Remind Them

• Remind them what they left in their shopping
  carts
• Conversion is 60-70
• Most people clean it after a week.

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PBI

• Two things that work like gangsbusters online
• Up-sell and cross-sell
• PBI discounts put back in
• Bought 5000 desktop
• Go to checkout, put the monitor out
• And box pops up if you put that back in 10
  discounts
• 60 70 puts them back lowest is 45
• It is random..( I am smarter than the pc)

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Tell the Price

• Tell the price upfrontallow people to order
  IMMEDIATELY
• Help reduce transaction time
• Reduces abandoned shopping carts
• Increases average order
• Increases customer satisfaction and loyalty

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Navigation
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Navigation

• A clear path (into, around and out) of a site
• Consumers need to know
• Where they are
• Where they can go
• How they can get there
• How they can get back to where they were
• Where they can look for help

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Navigation

• Secrets of successful navigation
• Top Navigation
• Free Info, Free catalog, Free whatever
• Left hand navigation
• Subject categories / Index
• Bottom bar navigation
• Contact Information / Privacy Statement

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Successful Navigation

• Easy to learn
• users are not going to spend time to learn it.
  Like offline aisles, corridors
• Designed for the LCD
• Yellow-if they are looking for post-it
• Consistent
• Do not change navigation from pages.
• Fast

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LCD

• A test for b2b
• 350
• Click if the product is there
• They didnt know if it went in.
• Let customers know what is going on
• The grandmas turn off the pc
• You got to figure out what is the LCD and how the
  customers interacting with you.

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Parkbulbs.com

• Top bar navigation sets the tone of your site.
• Right hand navigation is used for selling
• Offer box
• Dont use right hand for search function
• Track eyes

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Left Hand Navigation

• Newsletter sign up
• Highlights
• The most viewed after the offer
• Product list
• have your content, separate from customer
  testimonials
• Bottom is refer a friend or colleague.
• Letter is sent from me

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Right Hand Navigation

• Shopping cart
• Log in
• Offer box area is the hottest box of the site.
• Something that can expire.
• Tip of the day, below the offer box
• Tip of the day is very important because half of
  this page is shown in the first page view other
  half of should be shown in the bottom page view.
• This is a hot spot to getting someone scroll down
  further.
• Customers do very well with top ten

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• What is just bought online. B2B and B2C
• If you have any search or type in your name DONT
  put it in right hand column.
• It s like driving in Britain for the customers
• That is where we define the experience
• The eye moves the same internationally

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Navigation

• When a customer goes to your site there are
  certain things that they are looking for
• Where they are
• Where they can go
• How they can get there
• How they can get back to where they were
• I am stuck I am leaving
• Where they can look for help.
• They try to fix it themselves

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Evidence

• Evidence, that someone like us already been
  there. Amazon
• User reviews Ebay and Amazon.
• 30-35 should convert to inquiries.
• Inquiries kind of dialogue, newsletter sign up,
  email address

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3 Cs of Success

• Content
• Information that is helpful to ME!!
• Community
• Customer-centric
• Verticalnet
• Commerce
• Solid homepage
• Strong navigation and search function
• Great shopping cart

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Zookeeping

• Give them a reason to come
• Give them a reason to stay
• Give them a reason to sign up
• Give them a reason to come back
• Give them a reason to tell their friends about
  you.

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Stickiness

• Getting people to STAY is what e-success is all
  about.
• New
• Exclusive
• Interesting
• Relevant
• Useful
• Interactive

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Flytraps

• Things that stick
• Auctions and discount areas
• Internet only exclusives
• Very good to put it out there 3 or 4 weeks before
  you put it on the direct mail piece.
• Great area to test new things. Only on the
  internet.
• Cosmo quizzes
• Rate your hobby, job or something.
• www.Customerretention.com , you pick a quiz and
  it rates your customer service and it tells you
  what you should be doing to get better.Customer
  sensitivity quotient.makes recommendations.

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Get Sticky

• Ask for the order over and over and over
• Next to every product
• Homepage (3-5 products)
• Offer box
• Bestsellers list
• Thank you pages
• Thank you confirmations
• Left hand navigation (once)
• Right hand navigation (once)
• Self banners (twice a page)
• Search results page(s)
• Action bar (quick order)

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Get Sticky

• Work hard to improve your inquiry-to-buyer
  conversion
• Get something-anything-in the cart FAST
• Use an offer with a deadline
• Use an early bird bonus with a deadline
• Promote speedy shipping
• Offer a members only area
• Promote your telephone number

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Self Banners

• 2 banners per page
• 1 on the top one on the bottom
• Use a mix of related and unrelated products
• Design 30 banners
• Make sure to place text under the banner
• Change your rotation every 7-15 days depending on
  your traffic
• Bring them right into the page where they can
  order the product
• Treat every banner as if you were using it on an
  outside side.

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IMPORTANT

• An easy to remember URL
• If your URL is difficult to remember, change it
• If you only have one you re not there yet.
• You need to get URL that customers going to
  remember.
• the number 1 way of looking
• Have those names and all the misspelling of that
  name

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Try to Buy

• Company Name
• Brands
• Categories
• Plurals
• Misspellings

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USP ---TAGLINE!!!!!

• In online world they remember the tagline
• And they search according to the words in that
  tag line
• IP address and URL