2. ABOUT SEROKA/TOP FLOOR
15 YEARS OF DELIVERING DIGITAL MARKETING RESULTS
DEDICATED TEAMS:
• BRANDING
• MARKETING STRATEGY
• DIGITAL DESIGN
• DIGITAL DEVELOPMENT
• INTERNET MARKETING
• SEARCH AND ANALYTICS
• CONVERSION OPTIMIZATION
• INTEGRATED MARKETING SERVICES
3. ABOUT ME
CLAY KONNOR
DIRECTOR OF INTERACTIVE
DESIGN DIGITAL MARKETING
• 20 YEARS
PHOTO
PHOTO
(329W X 357H)
(329W X 357H)
EXPERIENCE
• HUNDREDS OF WEBSITE DESIGNS
• MAJOR GLOBAL BRAND EXPERIENCE
• FEATURED NATIONALLY AS SPEAKER
• UX DESIGN AND OPTIMIZATION FOR
LARGE, GLOBAL BRANDS SUCH AT THE
GAP, BOMBAY COMPANY, FARMERS
INSURANCE, NORTHWESTERN MUTUAL,
GE HEALTHCARE, MOTOROLA, ETC.
4. TOP 10 B2B MARKETING CHANNELS
8
out of the top 10 most effective
marketing channels are digital
7. THE IMPORTANCE OF YOUR
WEBSITE
Digital interactivity now represents the center of the
marketing universe. Today’s marketer must view
their marketing strategies and tactics with an eye on
growing the online center and radiating beyond with
spokes that facilitate most of the offline
transactional functions that support sales and
service.
While lead generation used to consist of
broadcasting messages it must now rely heavily on
being found in the right place at the right time.
8. THE IMPORTANCE OF YOUR
WEBSITE
CONTENT
EMAI
L
ONLINE
MARKETING
ADVERTISING
WEBSIT
E
MARKETING
AUTOMATION
DIRECT
MAIL
SOCIAL
EVENTS
9. THE IMPORTANCE OF YOUR
WEBSITE
SEARCH
PPC
CONTENT
PR
MARKETING
ADVERTISING
SOCIAL
10. SEROKA/TOP FLOOR EXPERTISE
GETTING MORE TRAFFIC TO YOUR WEBSITE
BRAND
DEVELOPMEN
T
PUBLIC
RELATIONS
PAID SEARCH
CONTENT
MARKETING
MARKETING
AUTOMATION
SEARCH
SOCIAL
EVENT
SUPPORT
12. THE IMPORTANCE OF YOUR
CREATING GREATER CONVERSIONS FROM YOUR WEBSITE
WEBSITE
Site Visits x Conversion Percentage = Results
1000 x .6 = 60
13. THE IMPORTANCE OF YOUR
CREATING GREATER CONVERSIONS
WEBSITE
Design
Site Design 1
Site Design 2
Budget
1,000,000
1,000,000
Traffic
1,000,000
1,000,000
CPC
$1
$1
Conversion Rate
3%
5%
Sales
30,000
50,000
Average Revenue
Per Sale
$100
$100
Total Web Sales
$3,000,000
$5,000,000
14. THE IMPORTANCE OF YOUR
CREATING WEBSITE PERFORMANCE
WEBSITE
•
•
•
A professional look and feel that generates trust
and confidence in the brand
Persona-based design that is centered around
known use-cases
A user experience that facilitates those use-cases
• Users can quickly understand
• Users can easily find what they need based on
their criteria
• Users can easily convert
15. THE IMPORTANCE OF YOUR
LOOK & FEEL
WEBSITE
Trust and confidence in the brand happen in a
fraction of a second at the subconscious level.
19. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
Design is not only the way a site looks and feels, but
is the entirety of what goes into a site from strategy
through surface that makes it work.
21. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
22. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
23. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
24. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
25. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
26. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
27. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
28. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
29. THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION
WEBSITE
EXAMPLE OF HOW THEIR WEBSITE CAN DO THESEE
THINGS
30. THE IMPORTANCE OF YOUR
THE DESIGN PROCESS
WEBSITE
concrete
surface
skeleton
structure
scope
strategy
abstract
visual design
interface design
user experience
information
architecture
content requirements
technological requirements
user needs
marketing objectives
38. MOBILE DESIGN
RESPONSIVE SITE DESIGN
• Has the same URL as desktop site
• No possible conflict with search
• Method endorsed by Google
• Majority of new developments benefit from
responsive
• Future ready to adapt to newly introduced screens
and devices
Your website is the hub of all your marketing activities and the primary brand delivery vehicle.
Top of funnel activities - dedicated departments - create more trafficBottom of funnel - increase conversion through UX design, testing and modification
THE METHOD OF CREATING GREATER ONLINE SUCCESS IS THROUGH OPTIMIZATION OF BOTH SIDES OF THE FUNNEL
United forces of Seroka and Top Floor provide deep expertise and dedicated teams
United forces of Seroka and Top Floor provide deep expertise and dedicated teams
Even a small increase in site conversion creates very dramatic bottom-line impact
This might mean a menu that explains context and provides information
Or secondary pages that provide deep information via easily digested formats such as video
Or even a site that customizes the information provided based on user roles or user type
(Source: Microsoft Tag)
(Source: Microsoft Tag)
Source: Campaign Monitor 2013
Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively.
Source: Campaign Monitor 2013
Source: Nielson survey 2012
Actual client percentages in 2013 are 7-29% mobile for B2B