Practical Roadmap to High Performance Websites

Learn the most important things to do when building or revising a website. Step-by step through each of the five phases: planning, content creation, building, marketing and analyzing. Presented at ISV Con 2013 in Reno, NV.

Transcript

1. Practical Roadmap to High Performance Websites Razvan Neagu
2. MARKET BUILD CREATE PLAN ANALYZE Failing to plan is planning to fail. Alan Lakein Practical Roadmap to High Performance Websites – ISV Con 2013 2
3. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 3 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
4. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 4 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
5. Practical Roadmap to High Performance Websites – ISV Con 2013 5 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
6. Practical Roadmap to High Performance Websites – ISV Con 2013 6 PLAN 1. Strategy: Buying Flow Lead ATTRACT NURTURE CLOSE DELIGHT Customer Advocate Visitor Stranger 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
7. Practical Roadmap to High Performance Websites – ISV Con 2013 7 PLAN 1. Strategy: Personas PAIN POINTS MESSAGES TOPICS & CONTENT PIECES FEATURES & BENEFITS NAME AGE JOB EXPERIENCE INTERESTS M/F GOALS & ASPIRATIONS
8. Practical Roadmap to High Performance Websites – ISV Con 2013 8 PLAN 1. Strategy: Priority Pyramid CONTENT USABILITY SEO SOCIAL PPC
9. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 9 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
10. PLAN 2. Scope Practical Roadmap to High Performance Websites – ISV Con 2013 10 • 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…
11. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 11 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
12. PLAN 3. Structure: Sitemap Practical Roadmap to High Performance Websites – ISV Con 2013 12 NESTED LIST •Identify all pages •Identify page title •Identify parent •Identify menus TIPS •Allow sub-pages •Color code, icons DRIVERS •Personas •Tasks •Keywords APPROACH •Top-down •Flatter hierarchy
13. PLAN 3. Structure: Persona Driven Practical Roadmap to High Performance Websites – ISV Con 2013 13 Stranger Visitor Lead Customer Buying Stage Advocate Issues & Topics
14. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 14 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
15. PLAN 4. Skeleton: Page Structure Practical Roadmap to High Performance Websites – ISV Con 2013 15 PAGE TYPES •Home •Content •Parent •Landing •Lead generator •Conversion •… SEND
16. PLAN 5 Aspects Practical Roadmap to High Performance Websites – ISV Con 2013 16 1 Strategy 2 Scope 3 Structure 4 Skeleton 5 Surface
17. PLAN 5. Surface: UI Library Practical Roadmap to High Performance Websites – ISV Con 2013 17
18. Practical Roadmap to High Performance Websites – ISV Con 2013 18
19. MARKET BUILD CREATE PLAN ANALYZE An essential aspect of creativity is not being afraid to fail. Edwin Land Practical Roadmap to High Performance Websites – ISV Con 2013 19
20. CREATE Page Template Practical Roadmap to High Performance Websites – ISV Con 2013 20 •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
21. CREATE Write Copy Practical Roadmap to High Performance Websites – ISV Con 2013 21 •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
22. Five Most Persuasive Words in English Practical Roadmap to High Performance Websites – ISV Con 2013 22 CREATE Persuasive Copywriting
23. CREATE Layout & Design Practical Roadmap to High Performance Websites – ISV Con 2013 23 •Prioritize goals •Guide attention • Encapsulation • Contrast & color • Directional cues • White space Wikipedia Wallpaperswide.com
24. CREATE F-Shaped Reading Pattern Practical Roadmap to High Performance Websites – ISV Con 2013 24
25. MARKET BUILD CREATE PLAN ANALYZE Build a better mousetrap and the world will beat a path to your door. Ralph Waldo Emerson Practical Roadmap to High Performance Websites – ISV Con 2013 25
26. •CMS: WordPress.org •Webhost: WP Engine vs. Hostgator •Setup (install, tweaks, plugins, theme) •Content production •Design library (involve a designer) •Maintenance BUILD Tools & Services Practical Roadmap to High Performance Websites – ISV Con 2013 26 WordPress powers more than 17% of the web
27. BUILD WordPress: Plugins Practical Roadmap to High Performance Websites – ISV Con 2013 27 FIND & EVALUATE •wordpress.org/plugins/ (not from dashboard) •Stats – Last update – Ratings distribution – Download pattern •Support •Screenshots •Test on staging site
28. BUILD WordPress: Great Plugins Practical Roadmap to High Performance Websites – ISV Con 2013 28 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
29. MARKET BUILD CREATE PLAN ANALYZE Marketing is too important to be left to the marketing department. David Packard Practical Roadmap to High Performance Websites – ISV Con 2013 29
30. MARKET Trend Practical Roadmap to High Performance Websites – ISV Con 2013 30 vs
31. Practical Roadmap to High Performance Websites – ISV Con 2013 31 Blogging Social media SEO Video Email blasts to approved lists Consumer-driven, timely, content rich, solutions based Broadcast and print ads Cold calling Telemarketing Tradeshows Email blasts to purchased lists vs Market-driven, disruptive, hard sell, product based
32. MARKET Traffic Practical Roadmap to High Performance Websites – ISV Con 2013 32 Content Influencers Syndication Search Paid • Identify • Relationship • Goal: Backlink • Monitor • Keywords • Optimize • Editorial calendars • Guest blogger • Content aggregators • SEM • Facebook ads • Sponsored Tweets
33. MARKET Segment Practical Roadmap to High Performance Websites – ISV Con 2013 33 • Categories • Headlines • Information • Calls to action • Concerns • Questions Stranger Visitor Lead Customer Advocate Topics Issues Frank Devin Sarah
34. MARKET Challenge Practical Roadmap to High Performance Websites – ISV Con 2013 34 Content Marketing Institute 2013 B2B Small Business Content Marketing Trends – N. America 64% 54%
35. MARKET Top Funnel Content Ideas Practical Roadmap to High Performance Websites – ISV Con 2013 35 SWEETSPOT Engage Your Organization Social Listening Buyer Interviews SEO Keywords Sales Requests Personal Interests CUSTOMER BRAND Unique Expertise & Value Interests & Needs SHIFT
36. • 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 Practical Roadmap to High Performance Websites – ISV Con 2013 36
37. MARKET Content Creation Rules RULES Of Content Marketing ❶Non promotional ❷Relevant to reader ❸Closes a gap ❹Well-written ❺Relevant to your brand ❻Gives proof ❼Converts Practical Roadmap to High Performance Websites – ISV Con 2013 37
38. MARKET Micro Conversion Funnel Practical Roadmap to High Performance Websites – ISV Con 2013 38 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 niceties CUSTOMERS DELIGHT CLOSE QUALIFY ENGAGE ATTRACT GET TRAFFIC GET EMAIL GET FORM GET SALE GET ADVOCATE AUTOMATE
39. • Ebooks and whitepapers • Contests and promotions • Product Purchases • Email newsletter subscription • Free trial • Contact us • Consultation • Demonstration Practical Roadmap to High Performance Websites – ISV Con 2013 39 MARKET Create Compelling Offers
40. MARKET CTA Above Fold: 5 Elements Practical Roadmap to High Performance Websites – ISV Con 2013 40 Compelling and Descriptive Headline Complementary 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.
41. MARKET 7 Principles of Conversion DESIGN 1. Encapsulation 2. Contrast & color 3. Directional cues 4. White space PSYCHOLOGY 5. Urgency & scarcity 6. Try before you buy 7. Social proof Practical Roadmap to High Performance Websites – ISV Con 2013 41 Hubspot
42. Logo ATTENTION GRABBING HEADLINE FEATURES & BENEFITS DETAILS TEASER HEADLINE GOES HERE 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 placeholder text used as a filler. This is only… Benefit one This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only… Benefit three This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only… Benefit two This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only… Benefit four Call us now: 1 (800) 123-4567 Copyright © Company Name Do This Now! Describe what they get And why they would want it… A I D A A Attention I Interest D Desire A Action MARKET Landing Page Longer page with CTA below the fold and using AIDA.
43. MARKET Logo ATTENTION GRABBING HEADLINE Identify Major Benefit 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 a sample item This is only placeholder text used as a filler. This is only placeholder text used as a filler. This is only… 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 Page Lead generator to capture and qualify visitors.
44. MARKET Continuous Content Strategy Practical Roadmap to High Performance Websites – ISV Con 2013 44 Tweet Tweet Tweet Idea Blog Post Website Pages White Paper Work- book Webinar Ebook Blog Post Microsite Info- graphic QR Code Brochure Blog Post Blog Post Website Pages Social Social Social Social Social Social Social Social Social Social Social Social
45. 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 3 1 Attract D1 P1 A1 2 Convert D2 P2 A2 3 Close D3 P3 A3 4 Delight D4 P4 A4 How For Facebook Post Patient OA Microsite YouTube Email Blog Post Website Page Support Portal Webinar Wher e  D1, D2 Hip Bracing MON TUE WED THU FRI SAT SUN 30 31 1 2 3 29 28 6 7 8 9 10 5 4 13 14 15 16 17 12 11 20 21 22 23 24 19 18 27 28 29 30 1 26 25 4 5 6 7 8 3 2  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 SHOW How: Type of media content For: Persona & buying stage Where: Distribution channel Who: Person responsible What: Topic title
46. 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 Practical Roadmap to High Performance Websites – ISV Con 2013 46
47. Analyze Keys to ROI Practical Roadmap to High Performance Websites – ISV Con 2013 47 Unique Visitors New vs. Repeat Visitors Traffic Sources Referring Websites Popular Pages Bounce Rates CTA Performance Keyword Performance Search Rankings Inbound Links Cost Per Click Click-Through Rate Traffic from Search Referral Sources Blog Subscribers Audience Size & Growth Engagement Subscribers Click-Through Rate Sharing & Forwarding TRAFFIC SEO PPC BLG SOC L. EMAIL 1. Traffic to Leads 2.Leads to Customers 3. Cost per Lead 4. Cost per Customer
48. Contact komotion.com/contact-us Resources komotion.com Razvan (Raz) Neagu