Post on 13-Apr-2017
verbbrands.com Chris Donnelly
High Performing Websites:
Why Opinions are BullshitChris DonnellyFounder & MD Verb Brands
verbbrands.com
chris@verbbrands.com
@donnelcs
verbbrands.com Chris Donnelly
What I’m Talking About Today
1. Why is a successful website important?
2. How do you build a successful website?
3. How to measure, analyse and evolve for better conversion?
Ask on the Panel:
1. Positioning and Unique Selling Point or Unique Value Proposition
2. SEO and the Myths
verbbrands.com Chris Donnelly
What I Do
Founder of VerbDigital Strategist and eCommerce Specialist
Worked with companies such as
verbbrands.com Chris Donnelly
What I Do
Founder of VerbDigital Strategist and eCommerce Specialist
Worked with companies such as
Who Am I?
verbbrands.com Chris Donnelly
Why is a Successful Website Important?Websites are the hub of digital customer acquisition
verbbrands.com Chris Donnelly
What is a Successful Website?How to build a great website and how to optimise
It sounds so simple. But set goals. What is the point otherwise?
• My primary goal at Verb from my website is to convert visitors into enquiring
customers• My secondary goal is to convert visitors into email subscribers and regular
readers
• Third goal is to continue to position and evolve the brand (Non tangible)
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
What is Website Optimisation?
An act, process or methodology of making a website as fully
perfect, functional or effective as possible.
verbbrands.com Chris Donnelly
Types of Optimisation
• User Experience
• Lead Conversions
• Customer Acquisition
• Information Capture
• Customer Delight
• Conversion Rate Optimisation
• Search Engine Ranking
verbbrands.com Chris Donnelly
Usability Testing
The systematic observation under controlled conditions to determine
how well people can use the product.
Very important to recruit participants who are similar to your site user for
your usability testing.
Remote usability testing: leaner, quicker and cheaper than lab testing..
Lab testing is very worthwhile but expensive.
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Wireframing & Prototyping
Where would you click to find VERB’s work?
verbbrands.com Chris Donnelly
Conversion Rate Optimisation
You must have Goals.
You must optimise.
verbbrands.com Chris Donnelly
Conversion Rate OptimisationDefinition
Real-world implementation rather than offline / lab testing.
CRO is either A/B testing or full website deployment.
A/B testing
50% visitors see variation A
50% visitors see variation B
Variation A
Variation B
conversion
conversion
23%
11%
verbbrands.com Chris Donnelly
Prioritising a Test SequenceConversion bottlenecks are the usual reason for testing:
Customer
verbbrands.com Chris Donnelly
Web
site
Succ
ess
Time
Web
site
Succ
ess
Time
Evolutionary Site RedesignTraditional Site Redesign
Poor Performance
The Best Websites
Yours
5 year gaps between redesigns
5 year gaps between redesigns
Continuous DesignImprovement
verbbrands.com Chris Donnelly
The Right Method:
1. User and Market Research
2. Prototyping
3. User Testing
4. Design
5. Testing & Tweaking
6. Develop
7. Launch
8. CRO: AB Testing & Analtics Work
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Key Takeaways
1. Website Optimisation is more than just search engine optimisation
2. Websites should attract, convert, close and delight customers
3. Less is more, simplicity is the key, make your pages simple to understand for users and easy to crawl for search engines
4. Quality Content is key and will keep users coming back
5. Websites are not static they are ever evolving Set and evolve your goals, AB Test, Do user meetings, ask for feedback!
verbbrands.com Chris Donnelly
High Performing Websites:
Why Opinions are Bulls**t
Chris DonnellyFounder & MD Verb Brands
verbbrands.com
chris@verbbrands.com
@donnelcs
I’m always available for coffee or a beer to brainstorm and help where I can. Feel free to take a card or drop me an email.