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RIGHTSOURCING
FEBRUARY 6, 2014
ABOUT SEROKA/TOP FLOOR
DEDICATED TEAMS: !• BRANDING • MARKETING STRATEGY • DIGITAL DESIGN • DIGITAL DEVELOPMENT • INTERNET MARKETING • SEARCH AND ANALYTICS • CONVERSION OPTIMIZATION • INTEGRATED MARKETING SERVICES
15 YEARS OF DELIVERING DIGITAL MARKETING RESULTS
ABOUT ME
PHOTO (329W X 357H)
• 20 YEARS DIGITAL MARKETING EXPERIENCE
• HUNDREDS OF WEBSITE DESIGNS
• MAJOR GLOBAL BRAND EXPERIENCE
• FEATURED NATIONALLY AS SPEAKER
• UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, ETC.
CLAY KONNORDIRECTOR OF INTERACTIVE DESIGN
TOP 10 B2B MARKETING CHANNELS
8out of the top 10 most effective marketing channels are digital
THE IMPORTANCE OF YOUR WEBSITE
Digital interactivity now represents the center of the marketing universe. Today’s marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that support sales and service. !While lead generation used to consist of broadcasting messages it must now rely heavily on being found in the right place at the right time.
THE IMPORTANCE OF YOUR WEBSITE
THE IMPORTANCE OF YOUR WEBSITE
WEBSITE
CONTENT
ADVERTISING
MARKETINGAUTOMATION
ONLINEMARKETING
SOCIAL
EVENTS
DIRECTMAIL
Your website is the hub of all your marke3ng ac3vi3es and the primary brand delivery vehicle.
SEARCH PPC PR ADVERTISING CONTENT MARKETING SOCIAL
THE IMPORTANCE OF YOUR WEBSITE
Top of funnel ac3vi3es -‐ dedicated departments -‐ create more trafficBo?om of funnel -‐ increase conversion through UX design, tes3ng and modifica3on THE METHOD OF CREATING GREATER ONLINE SUCCESS IS THROUGH OPTIMIZATION OF BOTH SIDES OF THE FUNNEL
PUBLICRELATIONS
PAID SEARCHMARKETING
AUTOMATION
BRANDDEVELOPMENT
SEROKA/TOP FLOOR EXPERTISEGETTING MORE TRAFFIC TO YOUR WEBSITE
CONTENT MARKETING SEARCH
SOCIALEVENT
SUPPORT
United forces of Seroka and Top Floor provide deep exper3se and dedicated teams
WEB DEVELOPMENT
WEB DESIGN
SEROKA/TOP FLOOR EXPERTISEGETTING MORE CONVERSION FROM YOUR WEBSITE
USER EXPERIENCE
USER TESTING
United forces of Seroka and Top Floor provide deep exper3se and dedicated teams
THE IMPORTANCE OF YOUR WEBSITECREATING GREATER CONVERSIONS FROM YOUR WEBSITE
Site Visits x Conversion Percentage = Results
1000 x .6 = 60
THE IMPORTANCE OF YOUR WEBSITECREATING GREATER CONVERSIONS
Design Site Design 1 Site Design 2
Budget 1,000,000 1,000,000
Traffic 1,000,000 1,000,000
CPC $1 $1
Conversion Rate 3% 5%
Sales 30,000 50,000
Average RevenuePer Sale $100 $100
Total Web Sales $3,000,000 $5,000,000
Even a small increase in site conversion creates very drama3c bo?om-‐line impact
THE IMPORTANCE OF YOUR WEBSITE
• A professional look and feel that generates trust and confidence in the brand
• Persona-based design that is centered around known use-cases
• A user experience that facilitates those use-cases
• Users can quickly understand
• Users can easily find what they need based on their criteria
• Users can easily convert
CREATING WEBSITE PERFORMANCE
THE IMPORTANCE OF YOUR WEBSITELOOK & FEEL
Trust and confidence in the brand happen in a fraction of a second at the subconscious level.
THE IMPORTANCE OF YOUR WEBSITELOOK & FEEL
Trust?
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
Design is not only the way a site looks and feels, but is the entirety of what goes into a site from strategy through surface that makes it work.
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.095.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.001.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.473.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.422.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
This might mean a menu that explains context and provides informa3on
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
Or secondary pages that provide deep informa3on via easily digested formats such as video
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
Or even a site that customizes the informa3on provided based on user roles or user type
THE IMPORTANCE OF YOUR WEBSITEA USER EXPERIENCE THAT DRIVES CONVERSION
EXAMPLE OF HOW THEIR WEBSITE CAN DO THESEE THINGS
THE DESIGN PROCESS
surface
skeleton
structure
scope
strategy
visual design interface design
user experience
information architecture
content requirements technological requirements
user needs marketing objectives
concrete
abstract
THE IMPORTANCE OF YOUR WEBSITE
THE DEVELOPMENT PROCESS
THE IMPORTANCE OF YOUR WEBSITE
WHY MOBILE?
All Internet Searches
54% Mobile46% Desktop
(Source: Microsoft Tag)
WHY MOBILE?
Searches with local intent
60% Mobile40% Desktop
(Source: Microsoft Tag)
WHY MOBILE?
Email - Initial open/read
55% Mobile45% Desktop
Source: Campaign Monitor 2013 !Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively. !
WHY MOBILE?
Source: Campaign Monitor 2013
WHY MOBILE?
How do people get online?
45% Don’t use phone55% Use phone sometimes17% Use phone EXCLUSIVELY
Source: Nielson survey 2012 !Actual client percentages in 2013 are 7-‐29% mobile for B2B
MOBILE DESIGNRESPONSIVE SITE DESIGN
• Has the same URL as desktop site
• No possible conflict with search
• Method endorsed by Google
• Majority of new developments benefit from responsive
• Future ready to adapt to newly introduced screens and devices
MOBILE DESIGNRESPONSIVE SITE DESIGN
MOBILE DESIGNMETHODS OF DESIGN & DEVELOPMENT
RESPONSIVE SITE:
PROPOSAL
PROPOSALRIGHTSOURCING’S NEW WEBSITE
BULLET LIST OF FEATURES PROPOSED TO CORRESPOND WITH WRITTEN PROPOSAL
THANK YOU.ANY QUESTIONS?
