Did you know that digital media has surpassed television as the primary entertainment channel? It has! It's also our primary communication channel. It's absolutely essential in 2017 to ensure you have a high performing website in order to continue to gain new customers and grow your business.
Many business leaders and marketing teams focus only on driving traffic to their website and then making sure it looks "good" and is "on brand." While, this is great, they are missing the most important element... is their website actually accomplishing its strategic mission for their business?
On May 17, Chad Hallert, Director of Strategy at Noble Studios, explains why making sure your website actually works and is doing its job for your business.
After attending the luncheon you will understand:
• Why a site looking good and being on brand are secondary to asking "what's my website's purpose?" and "does it deliver?"
• How user intent and search should guide your site's content.
• Site performance best practices that you can't ignore.
• How to optimize your site for better performance with minimal technical skills.
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What We’re Going to Cover Today
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• Why our customers are more demanding than ever
• 3 big mistakes we’re making
• We ask the wrong questions
• We still don’t get mobile
• We’re not making data-informed decisions
• Our action plan
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• 16 years in digital marketing
• 50+ website launches
• 1,000+ digital marketing
campaigns
A Little About Me
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• The real reason for your website.
• The mobile user experience.
• Testing to prove impact.
3 Areas of Focus
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Step 1: A business decides “We need a website!”
“Everyone has one – we have to have one!”
Step 2: They copy the competition
“I like competitor XX’s site!”
“Let’s make it look like that, only better!”
Step 3: And try to do it on the cheap
“Our IT guys can figure it out.”
“My friend’s son is a web designer.”
What We Asked
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Step 1: What would a website achieve?
“Who is our target audience and why would they come to our site?”
Step 2: What are our customer’s needs?
“What do they want to accomplish?”
“What do we want them to do?
“How do we want them to think of us after they leave the site?”
Step 3: How will we measure the site’s success?
“How will the site impact our bottom line?”
What We Should Have Asked
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Your
Customer’s
Needs
What You
Want Them
To Do
How To Do It Right
30
Your Website Lives Here
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What to ask…
• What did you come to our site for?
• Did you accomplish what you came to
our site for?
• How would you rate your experience?
• Would you recommend the site to a
friend?
• How can we improve our site?
Understand What Customers Want
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“61% of users are unlikely to return to a mobile site they had trouble
accessing and 40% visit a competitor’s site instead.”
“57% of users say they won’t recommend a business with a poorly
designed mobile site.”
What Our Customers Are Saying
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Source: Google
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0
2
4
6
8
10
12
14
16
18
20
LoadTimeinSeconds
What your customer want High performing websites The Average Site
Average Site Speed on Mobile Devices
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Source: DoubleClick
19
Seconds
5 Seconds
3 Seconds
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“53% of mobile site visits are abandoned if pages take longer than 3
seconds to load.”
“Mobile sites that load in 5 seconds earn up to 2x more revenue
than those sites that load in 19 seconds.”
The Financial Impact
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Source: Google
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Render: 6.7 seconds
- How long it takes to see the majority of the
site’s content
Load Time: 18.6 seconds
- How long it takes the site to fully load
NCET Speed Test Cont.
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Source: webpagetest.org fast 3G
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Render: 5.1 seconds
Load Time: 7.9 seconds
Expedia Speed Test
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Source: webpagetest.org fast 3G
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Render: 15.46 seconds
Load Time: 27.75 seconds
VisitRenoTahoe Speed Test
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Source: webpagetest.org fast 3G
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How To Do It Right
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Step 1:
Go to Google Page
Speed Tools and grade
your site.
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How To Do It Right
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Step 2:
Go to WebPageSpeed.org
and review the waterfall
report.
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How To Do It Right
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Step 3:
Go to Optimizilla and
compress your images.
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Desktop Vs. Mobile Conversion Rate
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More traffic is coming
from mobile devices,
but a lower
percentage of them
are converting.
Why?
42%
44%
46%
48%
50%
52%
54%
56%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Desktop Mobile
Conv. Rate Percentage of Traffic
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• We’re often removed from audience demographically
• Idealistic view of the company and product
• Assumes customers use logic vs. emotion to make decisions
Why Opinions Are Dangerous
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Why A/B Testing?
• Data vs. opinion
• Customer voice vs. internal
speculation
• Real world variables and complexity
Testing to the Rescue
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Make Your Website Work!
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• Understand and remember the reason for your website.
• Focus on the mobile user and their experience.
• Use data to inform website decision and updates.
Today we’re going to talk about a dirty little secret in digital marketing.
Your websites’ probably not doing it’s job very well.
In fact, if your like most businesses, you’re leaving money on the table every single day and may not realize it.
But, here’s the good news… once we identify the areas of shortfall we can fix them.
And that’s exactly what we’re going to do today.
Here’s the agenda for the day
We’re going to take some time to understand where the web is at in 2017, and why our customers are more demanding than ever
Then we’re going to dive into three areas of opportunity for almost every website
Clearly answering the most important question for every site
Realizing we’re really not that good at mobile and identifying what we need to fix
Acknowledging the danger of the HiPPO and how to manage them
And finally, we’re go to wrap it all up with a simple action plan for you to take back to work
Before we start talking about the web in 2017, let’s take a moment to remember how we got here.
To do that, we’re going to need to jump into time machine.
Who remembers this thing…
Going online was a big deal. It was cool and was a novelty.
So, we’d put up with things like waiting a couple minutes while our computer dialed the World Wide Web, and that irritating noise we’d hear when we finally did connect.
How about searching for information? The search engines weren’t very good and sites we’re actually categorized by human beings instead of algorithms.
What a mess. Tons of links, random advertisements and random buttons for “new” and “cool.”
But again, this was something new and we didn’t know any better, so we accepted this type of site.
And even if we didn’t, there really weren’t a lot of alternatives.
May Amazon had it figured out?
Or, maybe not.
How about Apple? Surely they were doing better…
Who remembers this website?
When we look back at those sites, we can really appreciate just how far we’ve come in terms of the quality of sites.
Study asked how easy it was to find what you came to the site for, to accomplish that task and the level of security that site had with your information.
2/3 of business websites received a F