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RIGHTSOURCING

FEBRUARY 6, 2014
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
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.
TOP 10 B2B MARKETING CHANNELS

8

out of the top 10 most effective
marketing channels are digital
THE IMPORTANCE OF
YOUR WEBSITE
How To Remove
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.
THE IMPORTANCE OF YOUR
WEBSITE

CONTENT
EMAI
L

ONLINE
MARKETING

ADVERTISING

WEBSIT
E

MARKETING
AUTOMATION

DIRECT
MAIL

SOCIAL
EVENTS
THE IMPORTANCE OF YOUR
WEBSITE

SEARCH

PPC

CONTENT

PR

MARKETING

ADVERTISING
SOCIAL
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
SEROKA/TOP FLOOR EXPERTISE
GETTING MORE CONVERSION FROM YOUR WEBSITE

WEB
DESIGN

WEB
DEVELOPMEN
T

USER
EXPERIENCE

USER
TESTING
THE IMPORTANCE OF YOUR
CREATING GREATER CONVERSIONS FROM YOUR WEBSITE

WEBSITE

Site Visits x Conversion Percentage = Results
1000 x .6 = 60
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
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
THE IMPORTANCE OF YOUR
LOOK & FEEL

WEBSITE

Trust and confidence in the brand happen in a
fraction of a second at the subconscious level.
How To Remove
THE IMPORTANCE OF YOUR
LOOK & FEEL

WEBSITE

Trust?
How To Remove
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.
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE

4.35
5.35
1.53
3.17
2.01

3.17
4.03
1.36
3.02
2.08

3.06
3.77
2.69
3.59
2.39

1.37
2.51
3.64
3.90
2.85

0.19
1.84
3.32
3.80
6.21

0.11
1.59
3.78
3.65
9.33

0.03
0.85
3.66
3.80
5.70

0.05
1.22
4.22
3.41
7.58

0.20
1.94
3.82
3.30
7.63

1.22
3.25
2.41
2.88
5.64

2.86
5.65
2.92
3.65
2.66

3.09
6.00
2.47
3.42
1.83
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE
THE IMPORTANCE OF YOUR
A USER EXPERIENCE THAT DRIVES CONVERSION

WEBSITE

EXAMPLE OF HOW THEIR WEBSITE CAN DO THESEE
THINGS
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
THE IMPORTANCE OF YOUR
THE DEVELOPMENT PROCESS

WEBSITE
WHY MOBILE?
WHY MOBILE?
WHY MOBILE?
WHY MOBILE?
WHY MOBILE?
MOBILE DESIGN
RESPONSIVE SITE DESIGN
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
MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT

RESPONSIVE SITE:
PROPOSAL
PROPOSAL
RIGHTSOURCING’S NEW WEBSITE

BULLET LIST OF FEATURES PROPOSED TO
CORRESPOND
WITH WRITTEN PROPOSAL
THANK YOU.
ANY QUESTIONS?

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How To Remove

  • 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
  • 11. SEROKA/TOP FLOOR EXPERTISE GETTING MORE CONVERSION FROM YOUR WEBSITE WEB DESIGN WEB DEVELOPMEN T USER EXPERIENCE USER TESTING
  • 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.
  • 17. THE IMPORTANCE OF YOUR LOOK & FEEL WEBSITE Trust?
  • 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.
  • 20. THE IMPORTANCE OF YOUR A USER EXPERIENCE THAT DRIVES CONVERSION WEBSITE 4.35 5.35 1.53 3.17 2.01 3.17 4.03 1.36 3.02 2.08 3.06 3.77 2.69 3.59 2.39 1.37 2.51 3.64 3.90 2.85 0.19 1.84 3.32 3.80 6.21 0.11 1.59 3.78 3.65 9.33 0.03 0.85 3.66 3.80 5.70 0.05 1.22 4.22 3.41 7.58 0.20 1.94 3.82 3.30 7.63 1.22 3.25 2.41 2.88 5.64 2.86 5.65 2.92 3.65 2.66 3.09 6.00 2.47 3.42 1.83
  • 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
  • 31. THE IMPORTANCE OF YOUR THE DEVELOPMENT PROCESS WEBSITE
  • 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
  • 39. MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE:
  • 41. PROPOSAL RIGHTSOURCING’S NEW WEBSITE BULLET LIST OF FEATURES PROPOSED TO CORRESPOND WITH WRITTEN PROPOSAL

Notas do Editor

  1. Your website is the hub of all your marketing activities and the primary brand delivery vehicle.
  2. 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
  3. United forces of Seroka and Top Floor provide deep expertise and dedicated teams
  4. United forces of Seroka and Top Floor provide deep expertise and dedicated teams
  5. Even a small increase in site conversion creates very dramatic bottom-line impact
  6. This might mean a menu that explains context and provides information
  7. Or secondary pages that provide deep information via easily digested formats such as video
  8. Or even a site that customizes the information provided based on user roles or user type
  9. (Source: Microsoft Tag)
  10. (Source: Microsoft Tag)
  11. 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.
  12. Source: Campaign Monitor 2013
  13. Source: Nielson survey 2012 Actual client percentages in 2013 are 7-29% mobile for B2B