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Brand Websites Must Die! Understanding Online Business Models for Greater ROI & Design  Excerpt: NYC UPA Keynote Designing Outcomes : Feb 2009 First in a series of short education presentations
Me ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Models & Goals ,[object Object]
[object Object],[object Object],[object Object],Online Business Models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish Goals  ,[object Object],“ Increase customer satisfaction by 7% across US market in the next 12 months via customer support”   + Goal  /  + Quantifiable “ Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program”   + Goal  /  + Quantifiable “ Make my bonus” + Goal   /  - Quantifiable “ Clean simple design” - Goal  /  - Quantifiable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*  Remember the 3 part process
Lead Gen: Trial/Sampling
Attention “Brands” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*  You are simply losing opportunities, visitors, & customers to your competition thinking  of your site as just a ‘brand website’!
Lead Generation: Trial Example *  If you think of this as a “brand” site, you might not care how many samples you gave away, names collected, or potential customers converted.  But as a Lead Gen site, it’s you lifeblood. Step 2 Step 3 Step 1 Step 4 (G1)
Lead Generation KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*  Measure, Monitor, & Optimize!
Lead Generation: Trial - Scenario Analysis Example *  Reporting vs Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.
[object Object],Lead Generation: Trial - Multivariate Testing *  Sorry to inform all of you traditional & “gut feeling” types, but YOU CANNOT OUTPERFORM optimization techniques. (BTW no one can)
Lead Generation: Trial - Monetization Model *  The proof is in the pudding! You can download this file from my  website
[object Object],Book:  RosenfeldMedia.com/books/SearchAnalytics   Blog:  MarkoHurst.com Contact:  [email_address] Twitter:  MarkoHurst

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Brand Websites Must Die!

  • 1. Brand Websites Must Die! Understanding Online Business Models for Greater ROI & Design Excerpt: NYC UPA Keynote Designing Outcomes : Feb 2009 First in a series of short education presentations
  • 2.
  • 3.
  • 4.
  • 5.
  • 7.
  • 8. Lead Generation: Trial Example * If you think of this as a “brand” site, you might not care how many samples you gave away, names collected, or potential customers converted. But as a Lead Gen site, it’s you lifeblood. Step 2 Step 3 Step 1 Step 4 (G1)
  • 9.
  • 10. Lead Generation: Trial - Scenario Analysis Example * Reporting vs Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.
  • 11.
  • 12. Lead Generation: Trial - Monetization Model * The proof is in the pudding! You can download this file from my website
  • 13.