Practical Roadmap to High Performance Websites

Practical Roadmap toHigh PerformanceWebsites

Razvan Neagu

MARKET

BUILD

CREATE

PLAN

ANALYZE

Failing to plan is planning to fail.

Alan Lakein

Practical Roadmap to High Performance Websites – ISV Con 2013 2

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface


PLAN 1. Strategy

• Identify existing conditions• Define data-driven goals• Define brand & unique value proposition• Define buyer persona• Identify top competitive keywords• Analyze competition• Inventory your assets (most… pages)• Resources (team, roles, budget, timeline)• Getting it up *and* ongoing production


PLAN 1. Strategy: Buying Flow

Lead

ATTRACT NURTURE CLOSE DELIGHT

Customer AdvocateVisitorStranger

Content about prospect’s interests

Match prospect need with company

interest

The right offer at the right

time

Drive satisfaction and brand advocacy

1 2 3 4


PLAN 1. Strategy: Personas

PAIN POINTS

MESSAGES

TOPICS & CONTENT PIECES

FEATURES & BENEFITS

NAME

AGE

JOB

EXPERIENCE

INTERESTS

M/F

GOALS & ASPIRATIONS


PLAN 1. Strategy: Priority Pyramid

CONTENT

USABILITY

SEO

SOCIAL

PPC

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface

PLAN 2. Scope


• CMS• Forms (contact, quote)• Newsletter subscription• Ecommerce, donations• Blog, comments, reviews• Ads• Photo albums• Member only area• Paid membership• …more…

• Download center• Events calendar• Polls• Discussion forum • Video• Social media integration• Multi-lingual• Helpdesk• Knowledge base• …more…

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface

PLAN 3. Structure: Sitemap


NESTED LIST•Identify all pages•Identify page title•Identify parent•Identify menusTIPS•Allow sub-pages•Color code, icons

DRIVERS•Personas•Tasks•Keywords

APPROACH•Top-down•Flatter hierarchy

PLAN 3. Structure: Persona Driven


Stranger

Visitor

Lead

Customer

Buying Stage

Advocate

Issues&

Topics

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface

PLAN 4. Skeleton: Page Structure


PAGE TYPES•Home•Content•Parent•Landing•Lead generator•Conversion•… SEND

PLAN 5 Aspects


1Strategy

2Scope

3Structure

4Skeleton

5Surface

PLAN 5. Surface: UI Library



MARKET

BUILD

CREATE

PLAN

ANALYZE

An essential aspect of creativity is not being afraid to fail.

Edwin Land


CREATE Page Template


•Title: URL, long, short•Keyword (one search keyword per page)•Purpose (page goal, editorial directive)•Description (meta, parent)•Media (images, video, etc.)•Interactive elements•Links•Guided next step

CREATE Write Copy


•Bottoms-up•Heading structure (helps user and SEO)•Keep it short (break/group in 3-5)•Promote quick scan (lists, formatting)•Start with the take-away•Goal: fast and easy comprehension•Test “cognitive throughput”1, 5, 20, 60 seconds and 5 minutes

Five Most Persuasive Words in English


CREATE Persuasive Copywriting

CREATE Layout & Design


•Prioritize goals•Guide attention

• Encapsulation• Contrast & color• Directional cues• White space

Wikipedia

Wallpaperswide.com

CREATE F-Shaped Reading Pattern


MARKET

BUILD

CREATE

PLAN

ANALYZE

Build a better mousetrap and the world will beat a path to your door.

Ralph Waldo Emerson


•CMS: WordPress.org•Webhost: WP Engine vs. Hostgator •Setup (install, tweaks, plugins, theme)•Content production•Design library (involve a designer)

•Maintenance

BUILD Tools & Services


WordPresspowers more than 17% of the web

BUILD WordPress: Plugins


FIND & EVALUATE•wordpress.org/plugins/(not from dashboard)•Stats

– Last update– Ratings distribution– Download pattern

•Support•Screenshots•Test on staging site

BUILD WordPress: Great Plugins


EXTEND• Gravity Forms• Configure SMTP• NextGen Gallery• JW Player 6 Plugin for WP• Hana Code Insert• Custom Google Search

OPTIMIZE• CMS Tree Page View• Enable Media Replace• Regenerate Thumbnails

IMPROVE•W3 Total Cache•Cleaner Gallery•Broken Link Checker•Redirection

PROTECT•BackupBuddy•All In One WP Security•Sucuri Security – SiteCheck•WordPress File Monitor Plus•Akismet

MARKET

BUILD

CREATE

PLAN

ANALYZE

Marketing is too important to be left to the marketing department.

David Packard


MARKET Trend


vs


BloggingSocial media

SEOVideo

Email blasts to approved lists

Consumer-driven, timely, content rich, solutions

based

Broadcast and print adsCold calling

TelemarketingTradeshows

Email blasts to purchased lists

vs

Market-driven, disruptive, hard sell,

product based

MARKET Traffic


Content

Influencers

Syndication

Search

Paid

• Identify• Relationship• Goal: Backlink

• Monitor• Keywords• Optimize

• Editorial calendars

• Guest blogger• Content

aggregators

• SEM• Facebook

ads• Sponsored

Tweets

MARKET Segment


• Categories• Headlines• Information• Calls to

action

• Concerns• Questions

Stranger

Visitor

Lead

Customer

Advocate

Topics

Issues Frank DevinSarah

MARKET Challenge


Content Marketing Institute 2013 B2B Small Business

Content Marketing Trends –N. America

64%54%

MARKET Top Funnel Content Ideas


SWEETSPOT Engage Your Organization

Social Listening

Buyer Interviews

SEOKeywords

SalesRequests

Personal Interests

CUSTOMERBRANDUnique

Expertise & Value

Interests&

Needs

SHIFT

• Video• RSS Feeds• News Sites• Blogs• Trade Pubs• Twitter• Journals• Infographics (visual.ly)• Competitor content

• News feeds (NY Times)• Archives (PubMed)• Google Alerts (+RSS

feed)• Google News• Crowdsourcing• Newsletters• Forums • PR Team

MARKET Content Curation Sources


MARKET Content Creation Rules

RULESOf ContentMarketing

❶Non promotional❷Relevant to reader❸Closes a gap❹Well-written❺Relevant to your brand❻Gives proof❼Converts


MARKET Micro Conversion Funnel


STRANGERS

VISITORS

LEADS

QUALIFIED LEADS

• Downloads• Newsletters• Continuity programs

• Interesting content• Syndicated content• Social media content

• Valuable downloads• Valuable services

• Promos• Demos• Other…

• Share-worthy content• Unexpected nicetiesCUSTOMERS DELIGHT

CLOSE

QUALIFY

ENGAGE

ATTRACTGETTRAFFIC

GETEMAIL

GETFORM

GETSALE

GETADVOCATE

AUTO

MAT

E

• Ebooks and whitepapers• Contests and promotions• Product Purchases• Email newsletter subscription• Free trial• Contact us• Consultation• Demonstration


MARKET Create Compelling Offers

MARKET CTA Above Fold: 5 Elements


Compelling and Descriptive HeadlineComplementary supporting sub-header

A brief statement to explain core benefits of the core product or service you offer.

• List speeds understanding• Bullet list item two• Bullet list item three

Page Fold

CTA describing what you will get

Supporting statement

More content can be used below the fold for additional supporting info.

MARKET 7 Principles of Conversion

DESIGN1. Encapsulation2. Contrast & color3. Directional cues4. White space

PSYCHOLOGY5. Urgency & scarcity6. Try before you buy7. Social proof


Hubspot

Logo

ATTENTION GRABBING HEADLINE

FEATURES & BENEFITS DETAILS

TEASER HEADLINEGOES HEREThis is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only placeholder text used as a filler.

This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only…

Benefit one


Benefit three


Benefit two


Benefit four

Call us now: 1 (800) 123-4567

Copyright © Company Name

Do This Now!Describe what they getAnd why they would want it…

A

I

D

A

A AttentionI InterestD DesireA Action

MARKET

Landing PageLonger page with CTA below the fold and using AIDA.

MARKETLogo

ATTENTION GRABBING HEADLINE

Identify Major BenefitThis is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only placeholder text used as a filler.

• This is only placeholder• Text used as a filler• This is a sample item


About Us

Call us now: 1 (800) 123-4567

Copyright © Company Name

This is only placeholder text used as a filler. This is only…

This is only placeholder text used as a filler. This is only…

REQUEST A DEMO

Interested in Our Product?Describe the purpose of this form and reason to send now.

Phone:

Interest:

Disclaimer goes here. Privacy policy assurance, etc.

Name: *

Email: *

As seen in:

What Our Product Does

How Great We Are

This is only placeholder text used as a filler

Landing PageLead generator to capture and qualify visitors.

MARKET Continuous Content Strategy


Tweet

TweetTweet

Idea

BlogPost

WebsitePages White

Paper

Work-book

Webinar

Ebook

Blog Post Microsite Info-graphic

QRCode

Brochure

Blog Post

BlogPost

WebsitePages

Social Social

Social Social

SocialSocial

Social

Social

Social

Social

SocialSocial

MARKET Editorial Calendar

Website page Blog post White paper Product review Company news Email campaign Social Media Tools Sales communication Research Printed materials Video

Pers 1 Pers 2 Pers 31 Attract D1 P1 A12 Convert D2 P2 A23 Close D3 P3 A34 Delight D4 P4 A4

How For

Facebook Post

Patient OA Microsite

YouTube

Email

Blog Post

Website Page

Support Portal

WebinarWher

e

D1, D2 Hip Bracing

MON TUE WED THU FRI SAT SUN30 31 1 2 32928

6 7 8 9 1054

13 14 15 16 171211

20 21 22 23 241918

27 28 29 30 12625

4 5 6 7 832

D1 How Brace Work

D2 OA HCPCS Code

D2 Brace Application

D2 Warranty Offer

D2 Virtual Tour

D3 Brace Promotion

P1 Have Knee Pain? D1, D2 Case Study

D2 Total Knee Study

D2 Medicare Change

D3 Request A Demo

D3 Find a Local Rep

D4 Study Download

P1 Knee Pain Causes

P1, P2 Animation

P2 Doctor Lookup

P2 Join our Forum

P3 Promo Code

P1,A1 Knee Anatomy

P1,A1 Knee Pain Poll

P1,A1 Care Options

P2,A2 Post A Photo

A3 Football Promo

A4 Win A Signed Ball

P2 Neil Tucci Profile D4 Brace Features

D1, D2 OA Bracing

P2 OA Animation

P2 About Knee Brace

P2 Testimonial

P3 Download Aid

P3 Find A Doctor

P3 Gel Pak Promo

D1 Bracing Study

D2 Neil Tucci Profile

D2 Doctor Quote

D2 Compare-Matrix

D3 Email Sign up

D3 Webinar Sign up

P1,A1 Favorite Team

P1,A1 Sprain , Strain

P2,A2Treatments

P2,A2 Cold Therapy

P3,A3 Gel Pak Promo

P2 OA Animation

D2 OA Application

P4 Photo of Month

SHOWHow: Type of media contentFor: Persona & buying stageWhere: Distribution channel

Who: Person responsibleWhat: Topic title

MARKET

BUILD

CREATE

PLAN

ANALYZE

Get the habit of analysis; it will in time enable synthesis to become your habit of mind.

Frank Lloyd Wright


Analyze Keys to ROI


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TRAFFIC SEO PPC BLG SOCL.

EMAIL

1. Traffic to Leads 2.Leads to Customers3. Cost per Lead 4. Cost per Customer

Contactkomotion.com/contact-us

Resourceskomotion.com

Razvan (Raz) Neagu

http://komotion.com/contact-us/

http://komotion.com/