The document provides best practices for improving a website to gain more customers. It recommends including key elements above the fold such as the value proposition, headlines, benefits, call-to-action, hero shot, and social proof. These elements should quickly communicate how the business solves customer problems, persuade visitors to take desired actions, and build credibility through proof points like testimonials and reviews. Implementing these design principles can significantly increase a website's conversion rate and ultimately drive more sales and revenue for the business.

1. http://StratosphereDigital.ca

2. HOW TO IMPROVE
YOUR WEBSITE
AND GAIN MORE CUSTOMERS

3. THIS PRESENTATION IS IDEAL FOR:
● Small to Medium Sized Businesses
● B2B and B2C Businesses
● Online and Brick and Mortar Businesses

4. ● After learning how to code, design and market businesses
online, I was quickly hired by a web development and
digital marketing agency. I eventually founded
Stratosphere Digital, a digital agency that helps businesses
increase revenue generated from their online presence.
● Over the years I’ve helped many clients including oil
companies, tech startups, online stores and various small
businesses.
● I build websites, produce videos and market businesses
online, but my focus is on driving real results for my clients.
For example, I helped one of my clients increase their email
list signups by 600% and quadruple their search traffic all of
which resulted in more online sales for their business.
ABOUT ME
MYLES ENGLISH
Founder of Stratosphere Digital

5. YOUR WEBSITE IS YOUR MOST VALUABLE MARKETING TOOL
When you want to learn more about a business, product or service, what’s the first
thing you do? That’s right, you do an online search. It’s not 1998 any more. The
days of the Yellow Pages and Newspapers are over.
What’s found (or not found) about your business, products or services shapes the
initial impression of your business and informs your potential customers’
purchasing decisions for better or for worse.

6. ASK YOURSELF...
● Does your website look credible?
● Can your core messaging be understood in under 7 seconds?
● Is your website easy to use?
● Can visitors find the information they need quickly and easily?
● Is it clear what problems your product or services solves?
● Is your website easy to use on mobile devices?
If you’ve answered no to any of these, you’re losing customers and clients to your
competitors.

7. HERE ARE SOME FACTS TO CONSIDER
● 81% of customers do online research before making a purchasing
decision according to data compiled by minewhat.com.
● According to a 2014 state of business-to-business procurement study, 94%
of B2B purchasers will do online research before making a purchasing
decision. Out of those 94%, 84.3% will check businesses websites.
Almost all of your customers are looking at your business online before making an
informed purchasing decision.
It’s up to your website to persuade these people at that moment to take action.

8. CAN YOU REALLY INFLUENCE SOMEONE’S PURCHASING
DECISIONS BY MAKING IMPROVEMENTS TO YOUR WEBSITE?
Of course you can! In fact, your website could make or break your business!
84.3% of your potential customers check your website out and compare your
business, products and services against your competitors.
It’s imperative that your website is carefully designed to generate new leads and to
sell your products or services.

9. DESIGN IS ABOUT COMMUNICATION
● You website’s design is about much more than colours and fonts. Your
website’s design should be a cohesive whole that clearly communicates how
your services or products will help your customers or clients.
● Every element should support your core message, including images,
copy, testimonials, headlines, videos, colours, etc.
● Messaging should be kept simple. Too many details may only confuse and
overwhelm people.

10. CONSIDER THE 2016 US ELECTION. WHAT DO YOU REMEMBER?
● “Drain the swamp”
● “Obamacare is a disaster”
● “Crooked Hillary”
● “Make America great again”
● “We’re going to build a wall and make Mexico pay for it”
This is off the top of my head, months after the election.
Simple messaging sticks, is easier to understand and is quickly communicated.

11. FORM SHOULD FOLLOW FUNCTION
Almost every design change or design decision that’s made in regards to your
website will have a direct impact on its ability to convert visitors into leads,
customers or clients.
If you’re running a business, form should always follow function when it comes to
your website.

12. SO, WHAT IS THE MAIN FUNCTION OF YOUR WEBSITE?

13. REMEMBER THE 90’S WHEN EVERYONE THOUGHT IT WAS TO
DAZZLE EVERYONE WITH ANIMATED GIF’S AND 3D FONTS?
I DO.
ANIMATED GIF’S 3D FONTS
Who could forget the illegible text? Can anyone see this?

14. THE MAIN FUNCTION OF A BUSINESS’S WEBSITE IS TO...

15. GAIN MORE CUSTOMERS & CLIENTS!
THE MAIN FUNCTION OF A BUSINESS’S WEBSITE IS TO...

16. WEBSITES SHOULD BE DESIGNED FOR CONVERSIONS FIRST
If form isn’t following function, that means you’re sacrificing your business at the
altar of subjective design decisions which will almost certainly negatively impact
your business’s bottom line.
When your website is designed for conversions first, rather than for subjective
design reasons such as “it looks pretty” or “I like it there,” you will see a positive
business impact.

17. SO, WHAT IS A CONVERSION?
Simply put, conversion rate is the percentage of visitors who take a desired
action such as buying a product, filling out a contact form, or downloading a piece
of software.
If you have 100 visitors to your website, and 2 of those visitors buy your product,
your website has a conversion rate of 2%. 2% to 3% is generally considered a
good conversion rate for online sales.
Remember though, conversion rate isn’t always a sale. It’s a desired action and
can be used to measure any number of actions. Conversion rates are measured
so they can later be improved...

18. YES, CONVERSION RATES CAN BE OPTIMIZED
The process of optimizing conversion rates is known as conversion rate
optimization (CRO).
Simply put, two versions of a page are created (A and B) and website traffic is split
equally between them. The page with the winning conversion rate is then kept
and the other discarded. This process can be repeated infinitely.
Different headlines, calls-to-action, colors, images, videos, pricing, etc. can all be
tested individually or together (referred to as multivariate testing).
These changes can have a profound impact on your business’s bottom line.

19. HERE’S PROOF!
O’Neill Clothing, a popular e-commerce store redesigned their website so it was
responsive (mobile-friendly).
● On iPhones, their revenue increased by 101.25%
● On Android devices, their revenue increased by 591.42%
What other type of investment in your business is going to provide that type of
revenue growth?

20. HERE’S MORE PROOF!
Skinny Ties, a family run business reinvented their brand identity and redesigned
their website so it was mobile-friendly.
● Their revenue from iPhones grew by 377.6%
● Their revenue from all devices grew by 42.4%

21. AND MORE PROOF...
Adding a picture of a person increased
Highrise signups by 102%.

22. ARE YOU CONVINCED YET?
There are hundreds of examples available online, just like this where simple
improvements to a website lead to major improvements to a business’s bottom
line.
Hopefully we’ve now established how important your website is and that following
best-practices can lead to dramatic business growth.
We’re not going to cover the nitty-gritty details of CRO, but rather best-practices
which can be followed to give businesses the best initial shot at a website that
converts well.

23. SO, WHAT ARE SOME BEST-PRACTICES FOR CREATING A
WEBSITE WITH GOOD CONVERSION RATES?

24. VALUE PROPOSITIONS

25. BUSINESSES HAVE 7 SECONDS TO GRAB SOMEONE’S ATTENTION
AND DESCRIBE HOW YOU’RE GOING TO SOLVE THEIR PROBLEM
According to a study done by Microsoft, people now have a shorter attention span
than a goldfish. It’s extremely important to describe how products or services solve a
problem clearly and quickly! That’s why we have the value proposition...
It’s important for businesses to understand that people looking at their products or
services are looking for a solution to a problem and they have about 7 seconds to
convince them to invest more time into learning about their products or services before
they leave.

26. PEOPLE BUY THINGS TO ALLEVIATE PAINS
● People buy air fresheners to solve the problem of bad smells
● People hire contractors to solve the problem of a leaky roof
● People purchase aspirin to solve the real pain of headaches
● People buy caffeinated beverages to solve the problem of tiredness
● People buy groceries to solve the problem of hunger
● People rent movies to solve the problem of boredom

27. VALUE PROPOSITIONS QUICKLY AND CLEARLY EXPLAIN
THE FOLLOWING:
● Who a product or service is for
● How a product or service solves a problem
● What the benefits of using a product or service are
● What differentiates a business from its competitors
Value propositions:
● Should be one of the first things visitors see on a website
● Should be easy to read and understand by anyone
● Is not a slogan or catch-phrase (ie. “I’m lovin’ it”)
● Can be spread across headlines and bullet points

28. VALUE PROPOSITION TEMPLATE
For ____________________________________________ (Target Customer)
Who ______________________ (Statement of Need, Opportunity or Problem)
Unlike our competitors, our ______________________ (product/service name)
______________________________________________ (statement of benefit).

29. VALUE PROPOSITION EXAMPLES
● For homeowners who don’t have the time to mow their large lawns. Unlike our
competitors, our lawnmower is autonomous and mows your lawn while you
enjoy your weekend.
● For environmentally conscious families who want to reduce their
environmental impact. Unlike our competitors, our disposable dinnerware is
100% biodegradable.
● For the price-conscious Dad who wants to spend more time outdoors with his
family. Unlike our competitors, our bikes are sturdy and affordable.

30. SOME REAL & TERRIBLE VALUE PROPOSITION EXAMPLES
● Invoice Dude is an online billing software specially designed for small and
medium businesses.
● Mind mapping is an intuitive and fun way to visualize and organize your ideas.
It is a simple and powerful tool used by many individuals and companies to be
better at whatever they do.

31. VALUE PROPOSITIONS SHOULD BE ABOVE THE FOLD AND CLEARLY VISIBLE

32. HEADLINES

33. HEADLINES SHOULD GRAB VISITORS ATTENTION AND ADDRESS THEIR PAIN
Headlines are a business’s biggest opportunity to grab their website visitor’s attention. They
should clearly convey what’s being offered and if possible address one or more pain-points.
Headlines can be an extension of a value proposition.
Take the following two examples:
“Shoes for People with Plantar Fasciitis”
“The Only Men’s Shoes that Ease Pain Caused by Plantar Fasciitis”
The first headline doesn’t address any demographic or pain points. The second headline
addresses the pain (literally in this case), offers a solution and addresses who the product is
for.

34. A WEBSITE’S HEADLINE IS THE FIRST THING THAT’S READ

36. BENEFITS

37. FOCUS ON THE BENEFITS, NOT THE FEATURES
A feature is what something is, a benefit is what something does.
Customers don’t usually buy features, they buy solutions that solve problems.

38. HERE’S WHAT HAPPENS WHEN THERE’S A FOCUS ON FEATURES

39. COCA-COLA
● Brown sugar water
● Very sweet
● Comes in a red can
● 355ml

40. LET’S SELL A LAWN MOWER
● 4.5 horsepower motor
● Rubber wheels
● 22” long bag
● Steel blade
● 3 height settings
This only leaves me with questions!
Is 4.5 horsepower good? Do I want a steel
blade, or is there a better alternative? Why
should I buy this mower and not another?

41. SAVE TIME, MONEY AND ENERGY
● Cut more grass in half the time
with our powerful 4.5 horsepower
engine and ultra-wide blade.
● Spend less time and money
sharpening blades. Our steel blades
are tougher than any other blade on
the market and never chip.
● Spend less time and energy
emptying grass clippings with our
extra large mulching bag.

42. VISITORS NEED TO BE TOLD HOW BUSINESSES CAN HELP
SOLVE THEIR PROBLEMS!
Hopefully you can see now why focusing on benefits is so important.
Listing features can be important, but in general they should always come after benefits.
Of course there are always exceptions. For commodities, simply listing features, or specs is
sufficient. For example if you’re selling nuts and bolts, listing the size and material is
probably sufficient.
Commodities aren’t always exempt however. Take milk for example. It’s been marketed as
a way to build strong bones and to stay healthy.

43. BENEFITS CAN BE LISTED ON THEIR OWN OR AS PART OF A VALUE PROPOSITION.
GENERALLY, THEY SHOULD BE KEPT ABOVE THE FOLD.

44. CALL-TO-ACTION

45. IF YOU DON’T ASK...
A common misconception is that website visitors will find their own way. This couldn’t be
further from the truth. If a business wants visitors to take specific actions, they need to make
it clear how they can take these actions and which action(s) they’d like them to take. If a
call-to-action is not clear and/or easy to find, there’s a major risk of website visitors becoming
frustrated, abandoning a website and finding a business’s competitor.
A call-to-action (CTA) asks visitors to take action. Common calls-to-action include Download
Now, Join Now, Buy Now, Add To Cart and Contact Us.
Some Best Practices:
● Only one CTA should be included per page.
● Vague CTA’s like “Submit” should be avoided. Who wants to submit to anything?
● Complementary colours for CTA’s should be considered to help them stand out.
● CTA’s need to be clearly visible.

46. CTA’S SHOULD ALWAYS BE ABOVE THE FOLD AND CLEARLY VISIBLE

47. HERO SHOT

48. HERO SHOTS SHOULD ALWAYS BE ABOVE THE FOLD

49. HERO SHOT BEST-PRACTICES
● Images or video should be used of people using a business’s product or
service. This helps potential customers envision themselves using a
business’s product or service and sparks their imagination.
● Pictures of real people who are a part of a business should be used if it
makes sense. This helps build credibility and quickly demonstrates that there
are real people behind a website and business.
● Photos of smiling people should be considered. Smiling people are shown to
consistently have a positive impact on conversion rates. Signal v. Noise saw
a 102.5% increase in conversions when they included a photo of someone
smiling and looking at the camera on their landing page.

50. HERO SHOT BAD-PRACTICES
● Using stock photos. Ask yourself how much a stock photo of a generic
person or place can really convey about your business, services and
products.
● Using amateur photos or video. This communicates that your businesses
isn’t professional or credible.

51. SOCIAL PROOF

52. WHAT IS SOCIAL PROOF?
Unbounce.com defines social proof as “the positive influence that’s generated
when people find out everybody’s doing it.”
Some examples of social proof include:
● Testimonials
● Reviews
● Client List
● Number of Facebook “Likes”
● Number of People Subscribed to Your Mailing List

53. AN EXAMPLE OF SOCIAL PROOF
In 1937, Sylvan Goldman introduced the first shopping cart at his Humpty Dumpty
supermarket in Oklahoma City, but people were hesitant to use them. Men found
them effeminate as it reminded them of pushing around a baby buggy. Women
found them demeaning as they were used to carrying their groceries.
Mr. Goldman’s solution to this problem was ingenious. He hired people to push
shopping carts around his supermarket for 2 years. What happened? People
started using them!

54. SOCIAL PROOF SHOULD BE RELEVANT
Testimonials should be relevant and directly support the benefits a product or
service provides.
Let’s say a business is offering consulting services.
A testimonial like, “they were nice people and easy to work with” is nice, but
doesn’t speak to any pain points and doesn’t address the customer’s positive
outcome.
Something better would be, “they streamlined our sales process which in turn
helped us bring in an additional 1.4 million in revenue this year.” Better, right?

55. SOCIAL PROOF EXTENDS WAY BEYOND A BUSINESS’S WEBSITE
● 81% of customers and 94% of B2B purchasers will do online research before
making a purchasing decision. This online research includes reading
customer reviews on sites like Yelp, reading reviews of your products or
services on blogs, looking at customer interactions on social media and much
more.
● So, not only is it important to ensure that websites are built for conversions,
but that a business’s whole online presence supports its conversion process.

56. REVIEWS MATTER!
According to a survey done by econsultancy.com, 88% of consumers said they
“always or sometimes” consulted online reviews before making a purchase. 60%
said they were more likely to purchase from a site that had customer reviews on it.
If a product has more than 20 reviews, either positive or negative, it will have an
83% higher chance of selling according to bazaarvoice.com.

57. SOCIAL PROOF SHOULD SUPPORT BUSINESSES' CORE MESSAGING

58. ABOVE THE FOLD

59. WHAT DOES ABOVE THE FOLD MEAN?
Above the fold is the part of a web page that’s visible before scrolling.
Every important element which we’ve covered previously should be included
above the fold. This gives a business the best chance of capturing a user’s
attention and quickly and clearly conveying their messaging and benefits.
There won’t always be room to include everything above the fold when different
device sizes are considered.
A businesses CTA, hero shot, headline and value proposition should always be
above the fold, regardless of device size.

60. IMPORTANT STUFF SHOULD BE KEPT ABOVE THE FOLD

61. MOBILE FRIENDLY DESIGN

63. MOBILE FRIENDLY IS NO LONGER OPTIONAL
Mobile usage has clearly surpassed desktop usage and many, if not most digital
agencies now take a mobile-first approach to web design and digital marketing as
that’s where to reach most people.
Remember the examples cited earlier, where O’Neill Clothing and Skinny Ties
redesigned their websites to be mobile friendly and saw dramatic improvements to
their sales?
Having a mobile friendly website is no longer optional if you want your business to
remain competitive.

64. CREDIBILITY

65. ALMOST EVERY ELEMENT ON A WEBSITE CAN IMPACT A
BUSINESS’S CREDIBILITY
When someone visits a website, they make split second judgements regarding a
business’s credibility.
Amateur photos, amateur videos, amateur design, spelling errors, boring
copywriting, unclear messaging, difficult to find information and so on, all damage
a business’s credibility and seriously hinder a website’s chance of converting a
visitor into a customer.

67. VIDEO

68. VIDEO, THE ULTIMATE COMMUNICATION TOOL
Video has the power to communicate much more than text or even images ever
will.
“Organizational housewares e-tailer StacksAndStacks.com reported that visitors
were 144% more likely to purchase after seeing a product video than those who
did not” according to kissmetrics.com.
I would posit that this boost in conversions is a result of clearer communication
about how the product works and the product’s ability to solve consumers’
problems. I also believe that people have an easier time envisioning themselves
using these products.

69. SUMMING UP

70. FOCUS ON WHAT MATTERS
We’ve only just scratched the surface today, but hopefully I’ve given you a glimpse
into the true potential of your website.
When you focus on actual business results and forget about vanity metrics and
leave inconsequential design decisions at the door, you will begin to see real
improvements in your business’s bottom line.

71. THANKS FOR JOINING ME!