Session 3: Website: User Experience (part 1)

Session 3: Website:

User Experience (part 1)

ITO Companies

Cali,

14 October 2015

2

Participant introduction & objectives

Willem Blom

• Teacher Website Promotion CBI

- Corporate E-business trainings

• Founder Expand Online

- Dutch online marketing company

- Google Certified Partner, Deloitte Fast500

• International IT experience

- E.g. Amadeus, GreenHotelWorld, TamTam

- Software outsourcing to India, Argentina, Croatia

Outline user experience session

• Trends & Strategy

• Customer journey

• Value proposition

• Call-to-actions

4

5

What is the last thing you’ve booked or bought online?

For me it was an apartment rental

6

When I am in London, I drive with Uber

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8

Uber worth more than Hertz, United Airlines and Hilton

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What do Uber and AirBnB have in common?

Developing a better product

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11

Think big

Mobile first

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Incredible webdesign

13

Promotion, promotion, promotion

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Who?

How? What?

Visitors

OfferingTechnology

& Marketing

VALUE

Loyalty

Efficieny

Interactivity

Three questions about your website

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Who?

Customer Journey

• Orientation phase

• Conversion oriented

Individual prospects with

specific needs

What information are they

looking for?

Website strategy

What?

Content

• Images & video

• Product outline

Recommendations

• Testimonials

Conversions

• Online form

• Phone numbers and

call-to-actions

How?

Website technique

• Easy-to-use CMS

• Hosting & Domain

Website experience

• Attractive design

• Content Management

Website promotion

• Online Marketing

Website measurement

• (Google) Analytics

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QuestionWhat CMS do you currently use?

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Choosing a CMS

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20

Hosting checklist

Choose a .com or .co TLD extension

Register yourself as the owner

Use relevant keywords, no numbers, dashes or abbreviations

Check customer reviews, features, support andtechnical specifications before chosing a provider

Outline user experience session

• Trends & Strategy

• Customer journey

• Value proposition

• Call-to-actions

21

22

23

The right content

24

00

. CONVERT

CATCH

CONNECT

Targeting phases

25 25.

CATCH CONNECT CONVERT

Search

Social Media

CRM

Website

E-Mail

Web Analytics

Which channels?

Outline user experience session

• Trends & Strategy

• Customer journey

• Value proposition

• Call-to-actions

26

A value proposition is a promise of value to be delivered. It's the primary reason a prospect should buy from you.

The ‘why’ factor

Let’s now look at your value proposition:1. Write 1 sentence about your offering2. Name 3 key benefits why a client should

choose you

Testimonials

Video testimonials

Outline user experience session

• Trends & Strategy

• Customer journey

• Value proposition

• Call-to-actions

33

What is a call-to-action?

Contrasting colours

Step-by-step process

Create a sense of urgency

Create a sense of urgency

But don’t kiss on a first date

Use click-triggers

Test different types of content

42

Questions?

Thank you!