presentation to Britcham in Hong Kong: November 26, 2008 Tune up your Website for the Economic Downturn: don’t lose customers now because your website doesn’t work

1. www.pilot.com.hk
Tune up your Website for the
Economic Downturn
don’t lose customers now because your website doesn’t work
Tim Hay-Edie
November 26, 2008

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define “work”:
• content
• usability
• design
• traffic

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1. Qualified Traffic

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traffic analysis

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traffic sources
• direct,
• search or
• referring sites

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direct traffic
• business cards
• signage
• letterhead
• brochures
• newsletters
newsletter graphic
• ...
S.M.A.R.T.

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direct traffic
• newsletters
• capturing data
• push marketing
• return visitors
• new referrals

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direct traffic
• newsletters
• capturing data
• push marketing
• return visitors
• new referrals
S.M.A.R.T.

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search traffic
• search engine optimisation (SEO)
• search engine marketing (SEM)

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search traffic
• search engine optimisation (SEO)
✓ meta-tags
✓ keyword relevance
✓ in-bound links
• search engine marketing (SEM)

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search traffic
• search engine optimisation (SEO)
✓ meta-tags

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search traffic
• search engine optimisation (SEO)
• search engine marketing (SEM)
‣ Google Adwords
‣ Yahoo Sponsored Search
‣ Baidu

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Baidu.com

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Yahoo.com

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Google.com

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Search Engine Marketing (SEM)
search term
organic result paid result

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Search Engine Marketing (SEM)

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Search Engine Marketing (SEM)
start / end date
target audience
location(s)
daily budget
ad schedule
target audience
language(s) search / content network

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referring traffic
• portals
• blogs
• news articles
• Wikipedia
• Linkedin
• MySpace (!)

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Linkedin

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2. Compelling Content

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write for the web
• up-to-date
• scan & grab
• call to action(s)
• focus on the benefits
• keep in step with your competitors
last updated: 26/11/2008

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write for the web
print
• up-to-date
• scan & grab
• call to action(s)
• focus on the benefits
• keep in step with your competitors
download our
brochure

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write for the web
• up-to-date
• scan & grab
• call to action(s)
• focus on the benefits
• keep in step with your competitors
click here for more... make an enquiry BUY NOW !

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write for the web
• up-to-date
• scan & grab
• call to action(s)
• focus on the benefits
• keep in step with your competitors
turn your website into your best salesman...

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write for the web
• up-to-date
• scan & grab
• call to action(s)
• focus on the benefits
• keep in step with your competitors
who are your
competitors?

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write for the web
• keep in step with your competitors

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3. Usability

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usability
In the context of a website...
how efficiently a user can perform self-set tasks
what the hell?

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usability
• what are your objectives?
• what does the visitor want?
• organise your information
• follow convention
• conceptual testing
• technical testing
• content & design
• defer to the analytics

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example: usability blueprint
Shama blueprint
is a 40 page
document. We
prepare a detailed
blueprint before
each development

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example: usability blueprint
newsletter newsletter
registration confirmation
name name
email email
country country
interests interests
1. 1.
2. 2.
3. 3.
4. 4. thank you
X i want to receive the newsletter X i want to receive the newsletter
X i want to receive other promotions X i want to receive other promotions you will receive your
newsletter soon.
data privacy code
terms of membership
submit confirm close

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usability
• what are your objectives?
• what does the visitor want?
• organise your information
• follow convention
• conceptual testing
• technical testing
• content & design
• defer to the analytics

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example: browser problem

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usability
• what are your objectives?
• what does the visitor want?
• organise your information
• follow convention
• conceptual testing
• technical testing
• content & design
• defer to the analytics

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example: funnel visualisation

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4. Design

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Design 101
• keep it simple
• keep it clean
• keep it light (for page load speed)
• (keep it legal)
Jacob Neilsen
useit.com

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thank you...