Transcript
©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED
Sherif S. Morgan
Friday, May 11, 2012
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
When someone lands on a website, top question:
“am I in the right place?”
Each page should answer basic questions for a visitor does this website understand my problem? provides a solution to my solution? where can I go next? does it make me feel welcome? can I trust this person/business?
Design Matters 0.1 second: visual appeal 0 to 10 seconds: is it worth staying?
Who is your audience?
What are your goals?
It has to be appealing, but it’s not art
The goal is to…
Communicate not to create something beautiful
http://blog.kissmetrics.com/sexy-websites-suck/
the focus is on Usability
Inspired by a problem or a goal Navigation, Layout, Branding and Colors
Current Web Design Trends: minimalistic typography clean and plenty of “white space” accessible / mobile-responsive
Given any two solutions to the same problem, all other things being equal,
the simplest solution is the best.
Branding | Layout | Navigation | Content
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
A website is for its visitors.
What is their questions, needs, or goals?
Their ambitions? What motivates them?
How to get your message across to those people and help them take the next step?
Call to Action on every page!
Leads
Sales (Online or Offline)
Customer Service
Newsletter Subscription
Credibility, Reputation, Trust
you?
Call to action link, button, image, etc. size, color, wording, position, benefit, etc. Examples of “Actions”
Download E-book or Report, Sign Up for a Newsletter Get Started on a Free Trial
In a blog postAsk them to comment, share, connectConclude with an engaging questionInclude email subscription box after the postMake it easy for them to participate
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
“A single, clear, compelling message that states why you are different and worth buying.”
– Steve Blank
what is the primary reason…you are different or worth buying
what is the value…your product/service deliver to your customer which customer needs or problems…your product/service satisfies or solves
focus on the “finished story benefit” (i.e. success)…Feature Benefit Solution (problem, need, want)
NewNeed
Improve Performance
Design
BrandStatus
Affordable
Money Saving
ReduceRisk
Save Time
[ communicate not create something beautiful ]
“Design your content, not the box it comes in.”
Designing the message and flow of info:
synergistic use of words and images to convey information and communicate your message
Call to Action What are your goals?
http://blog.hubspot.com/blog/tabid/6307/bid/31097/12-Critical-Elements-Every-Homepage-Must-Have-Infographic.aspx
Content Pages Services Each page should have a call-to-action
Actions Pages Contact/Estimate Calls to Actions Download Report/whitepaper
Blog
Builds Traffic search engine traffic social media traffic email marketing
Increases credibility Pre-sell Establishes you as an expert
Voice and Authority
www.feedburner.com
Scannable Text Short Paragraphs Headlines Sub-Headlines Bullet Points
Use Headlines to Intrigue
3 Must-Have Guides to Write Amazing Headlines
Write Headlines that SHINESpecificity / Helpfulness / Immediacy / Newsworthiness / Entertainment Valuehttp://blog.kissmetrics.com/how-to-write-headlines
A Scientific Approach to Writing Page Titlehttp://www.problogger.net/archives/2012/03/06/a-scientific-approach-to-writing-page-titles
52 Headline Hacks!http://headlinehacks.com
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
Is there a logical next step? Clear Path? Too many options?
Simple Breadcrumbs Logical Comprehensive
A responsive website automatically changes based on the size of the screen you’re viewing it on.
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
personal connection your photo your name
not really about you what problem would you solve for them? how can you help them?
Name and PhotoIncreases believability of testimonials
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
Headlines Unique Value Proposition
benefit vs pain point adding pain point increased conversions by 31%
size, color, wording
Call to action wording, color, location
Change from green to red, increase conversions by 34%
“See Plans & Pricing” to “Get Started Today” up 252%
Other: Sign Up Process / Copy / etc.
The Anatomy of an Effective Homepage http://blog.kissmetrics.com/effective-homepage/
How do colors affect purchases http://blog.kissmetrics.com/color-psychology/
What Makes Someone Leave A Website? http://blog.kissmetrics.com/leave-a-website/
Stop Designing Pages and Start Designing Flows http://uxdesign.smashingmagazine.com/2012/01/04/stop-designing-pages-start-designing-flows/
10 Simple Ways to Increase Conversions by Reducing Friction http://blog.kissmetrics.com/reducing-friction/
Does Website Design Impact the Bottom Line? http://blog.kissmetrics.com/website-design-bottom-line/
What the Highest Converting Websites Do Differently? http://blog.kissmetrics.com/what-converting-websites-do/
The 2 Famous Questions What “Web Design” is Audience and Goals Your Website Message Website Accessibility Credibility Examples Test and Optimize Additional Resources
©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED©2011 THE S.M.A.R.T. GROUP LLC ALL RIGHTS RESERVED
The SMART Team
Dale Dillon Lips | Michael Gray | Aaron Eden | Danielle Lips, Media Assistant
@DrSherifMorgan ssmorgan & Connexins
(520) 344-4250ssmorgan@connexins.com
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