3. What are Cloud tags?
What’s the difference between the internet and the world wide
web?
What’s a web host?
What is a domain name?
What are hyperlinks?
Discussion
7. The Methodical: how type
What are the details? What’s the fine print? How does this work?
8. The Humanistic
focuses on
WHO-type
questions:
● How will your product or
service make me feel?
● Who uses your
products/service?
● Who are you? Tell me
who is on your staff and let
me see bios.
9. The Spontaneous
focuses on WHY- and
sometimes WHEN-
type questions:
HOW CAN YOU GET ME
TO WHAT I NEED
QUICKLY?
DO YOU OFFER
SUPERIOR SERVICE?
CAN I CUSTOMIZE
YOUR PRODUCT OR
SERVICE?
11. Discussion
Web design wise:
1- What’s a landing page and when it is best to use them?
2- What’s a call to action (CTA) and examples of this.
3- What is a fold?
4- What’s the ideal line length?
5- What’s more effective single column or two-column?
6- What is A/B testing?
7- What’s online value proposition (OVP)
12. Essential elements of creating
effective experiences
Accessibility.
User-centred design and usability.
Information architecture and findability.
Search engine optimization (SEO).
Web standards.
Persuasion to deliver commercial results.
13. Usability
If a web site is difficult to use, people leave.
If the homepage fails to clearly state what a company offers and what users can do
on the site, people leave.
If users get lost on a web site, they leave.
If a web site’s information is hard to read or doesn’t answer users’ key questions,
they leave.
24. Online value proposition (OVP)
Customer or company name
Country
Customer preferences
News and events
25. Key variables for web design objectives
Emotional
connection
Online
experience
Responsive
service nature
Trust Fulfilment
26. Emotional
connection
Q1: I feel related to the type of
people who are [X]’s customers
Q2: I feel as though [X] actually
cares about me
Q3: I feel as though [X] really
understands me
27. Online
experience
Q4: [X]’s web site provides easy-
to-follow search paths
Q5: I never feel lost when
navigating through [X]’s web site
Q6: I was able to obtain the
information I wanted without any
delay
28. Responsive
service
nature
Q7: [X] is willing and ready to
respond to customer needs
Q8: [X]’s web site gives visitors
the opportunity to ‘talk back’ to
[X]
29. Trust
Q9: I trust [X] to keep my personal
information safe
Q10: I feel safe in my transactions with [X
30. Fulfilment
Q11: I got what I ordered from
[X]’s web site
Q12: The product was delivered
by the time promised by [X].
31. Increasing landing page conversion rate
Forward analysis
Entry pages.
Deep linked
What are the most popular paths from
landing pages and how we can
influence them?
Reverse path analysis
Destination pages or panels
Points of resolution.
What are the most popular
destinations (leads or offers) from
landing pages and promotions and
how can we influence them?
32. Entry pages or deep linked
Home pages Search page Category
page
Product
page
Blog or
content page
Independent
landing page
33. Move customers through the buying process
Learning. e.g., video’s, tutorials, animations, blogs, How to’s, downloads
Deciding. Ability to display final product, customer service interaction e.g., in real time,
toll free numbers, customer ratings.
Buying. incentives to buy now, minimize stages, know what you have and where you have
been, reassure privacy and security
After sales support. FAQ’s, customer feedback, account management etc.
34. Points of resolution
Lead magnets
Promotions and announcements
Conversions forms or check outs
Sales and service. E.g. live chats
Brand credibility and trust factors
Online value proposition
35. Integrating (OVP)
with marketing
efforts
Web address and be in all
advertising
State the proposition clearly on-
site.
Deliver on the proposition
through all interactions a
customer
38. A good
page
template
design
An aesthetic, visually pleasing layout
Clear emphasis of different content types
Visual hierarchy showing the relative importance
of different content through size
Prioritization of marketing messages and calls-to-
action for different audiences and products for
persuasion purposes
Clear navigation options to a range of content,
services and visitor engagement devices.
39. Design constraints
The top sites download in less than a second.
Mobile friendly
Avoid plug- ins
Use a consistent typography throughout a site.
limit the use of different font types and sizes.
Sans-serif font styles such as arial or Verdana tend to work best on the web
40. Design
constraints
Never use underline in body
text
Headlines longer than three or
four words may work best for
SEO purpose
Avoid pages where the text
content stretches across the full
width of the browser
41. Page design
Home page
Product or service pages
Product category and sub-category pages
On-site search results page
Landing pages for bought media such as Google
AdWords or marketing campaigns
Content marketing pages
Social hub page (integrating feeds and updates from
different networks)
Blog page
Utility pages (a standard template for ‘About us’,
‘Contact us’, etc.).
