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Provinciale Hogeschool Hasselt - Presentation about how to create appealing websites.
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EVOLUTION® DIGITAL
YOUR WEBSITE SUCKS!
Always on…
• Digital Marketing Manager Thomas Cook Belgium• Founder Social Marketing Forum• Chairman e-mail mkt taskforce IAB Belgium• Blogger @ belgiancowboys.be, molblog.nl ,
onlinemarketingmanager.be
Co-author of:
Always on…
Always on…
twitter.com/hanssmellinckx
facebook.com/smellinckx
www.onlinemarketingmanager.be
Always on…
Your website still sucks!
http://www.youtube.com/watch?v=1m_VPvVXexo
It’s about the people using it
The “human” changed
The old “straight line” recipe:
Buyer shop sell
happy customer
No more straight line
You are not alone anymore
Why people go online
Why people go online
CONVENIENCE
And… it’s not about technology!
HUMAN BEHAVIOUR
SCREENS
Problem 1: the structure
Problem 1: the structure
• Did you really put your target audience central?
• Can the main goal be achieved in 5 seconds ?
• Is there 1 focus the whole way through?
Problem 1: the structure
Problem 1: the structure
Problem 1: the structure
Source: Netway
Problem 1: the structure
Think about…
The first thing users “see”
The first thing users “see”
The first thing users “see”
The first thing users “see”
So…
• Yes to wireframes
• No to “we think our audience likes”
Involve your target audience!
So…
Problem 2: the “website”
• Splinternet
• Social media
Problem 2: the “website”
Problem 2: the “website”
Problem 2: the “website”
Problem 2: the “website”
Problem 2: the “website”
Problem 2: the “website”
Problem 3: the sales funnel
So…
yes, we just increased the inflow
Should be:
Yes, we implemented:– A/B testing– Multivariate testing– Abandon cart campaigns– Segmentation & RFM modelling
Question: did you actually do something to improve the funnel on its own?
How to flip the funnel
http://www.youtube.com/watch?v=McmEyr0oWew
Problem 4: flipping the funnel
You can only flip the funnel if you know your customer:
- Likes
- Dislikes
- Behaviour
Create a DNA of your customer
Create a DNA of your campaigns
Integration is key!
Through the lines
Yes you can create…
www.nikeid.com
EVOLUTION® DIGITAL
Slideshare.com/hans1604
EVOLUTIONbvba
® DIGITAL
www.twitter.com/hanssmellinckx