B3 Seminar: The golden rules of on-site engagement - Andrew Machin

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This session will identify simple techniques that every site should capitalise on to increase relevance, gain trust, persuade interactions and aid conversion.

Marketing Tecnología Diseño

The Golden Rules of
On-site Engagement
Andrew Machin – Head of Creative

Audience / Conversion
£30.2bn
£58.8bn8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org

Understand the
Fundamental Paradigm
of Engagement

“We are interested
in others when
they are interested
in us.”
Publilius Syrus – 1BC

Establish relevance through a
clear proposition

“You can make more friends
in two months by becoming
interested in other people
than you can in two years
by trying to get other people
interested in you.”
Dale Carnegie – 1934

What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other

http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html

All stories have…
Setting
Obstacle
Action
Results

Homework for your website
1. Understand what engagement really is
2. Are you listening to what your audience wants?
3. Are you answering their questions?
4. Are you taking an interest in their goals?
5. What can you do to be helpful?
6. How can you personalise the user’s experience?
7. Are you trustworthy?

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