This session will identify simple techniques that every site should capitalise on to increase relevance, gain trust, persuade interactions and aid conversion.

1. The Golden Rules of
On-site Engagement
Andrew Machin – Head of Creative

2. Audience / Conversion
£30.2bn
£58.8bn8.4%
3.8%
2006 2010
“Online Conversion Rates Drop by 55% in 5 Years” – IMGR.org

3. Can ≠ Will

4. Understand the
Fundamental Paradigm
of Engagement

5. People Do Not Think

6. Listen

7. “We are interested
in others when
they are interested
in us.”
Publilius Syrus – 1BC

9. Answer

10. Establish relevance through a
clear proposition

14. Take an Interest

15. “You can make more friends
in two months by becoming
interested in other people
than you can in two years
by trying to get other people
interested in you.”
Dale Carnegie – 1934

21. Be Helpful

22. What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other

26. Personalise the
Experience

32. Build Trust

33. Trust through
Design

35. http://googleresearch.blogspot.co.uk/2012/08/users-love-simple-and-familiar-designs.html

38. Trust through
Social Proofing

39. Sort results by
Most popular

43. Trust through
Stories

44. All stories have…
Setting
Obstacle
Action
Results

48. Homework for your website
1. Understand what engagement really is
2. Are you listening to what your audience wants?
3. Are you answering their questions?
4. Are you taking an interest in their goals?
5. What can you do to be helpful?
6. How can you personalise the user’s experience?
7. Are you trustworthy?

49. Andrew.Machin@branded3.com
@The_Machin