Superfast Technology Mega Trends Dorset 2015

1. DAVID LAKINS
KEY MULTIMEDIA
WEBSITE MEGATRENDS
KEY MULTIMEDIA

2. • Internet is a very different place than five years ago
• 75% of buying decisions are now made online
• Mobile devices are making it easier for consumers to
shop any time, anywhere
• According to Sagepay online spending topped £13bn
last Christmas
Times are changing!
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3. Now is the time to take a good
look at your online presence
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4. Megatrends for 2015 and Beyond
6Areas to
focus on
Website Performance
Better Search Results
Website Design & Usability
Importance of Content
Engagement, Calls to Action and Conversions
Social Media integration
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5. Website Performance
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Website Performance
Better Search Results
Website Design &
Usability
Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration
KEY MULTIMEDIA

6. Website Performance
• Do you know how many people visit your website and
where they come from?
• Do you know what devices they use to view your site?
• Have you got specific goals for your website (sales,
email sign-ups, downloads or watching a video etc) ?
• What key metrics do you use to measure the
performance of your website?
• Do you regularly review your website’s performance
and its achievements against your goals?
• Do you know what Google really thinks about your
website?
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7. Web Performance Megatrends
• Your visitors expectations
just got higher
• Tolerance levels just got
lower
• First impressions count
• Site speed, page size, server
errors, and broken links all
make a difference
Loading . .
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8. Site Performance Impacts Revenues
Poor experience =
abandoned sessions
Repetitive poor
experiences = lost
customer for life
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Most web users expect a home page to load in ½ a second or less

9. Performance Quick Wins
• For some websites,
improving performance
may actually be the
optimisation that has
the biggest impact on
organic traffic
e.g. compressing images,
fixing broken links and
404 errors
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10. Your New Best Friends
Digital is 100% measurable
If you can measure it – you can manage it!
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11. Google Analytics Key Metrics
• Number of unique visitors
• Ratio of organic, referral & direct
• Bounce rates
• PPC vs Organic
• Time on site
• Page speed
• Desktop vs Mobile use
• Goals met & Conversion rate
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12. Google Webmaster Tools
• Identify performance issues such as:-
– page speed
– page size
– server errors
– and broken links
• Suggest HTML improvements
• Shows who links to you, search engine
position and click through rates (CTR)
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13. Enhancing Your Search Presence
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Website Performance
Better Search Results
Website Design &
Usability
Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration
KEY MULTIMEDIA

14. Enhancing Your Search Presence
• Are you aware of how your website appears in the search
results – on desktop; on a smartphone; logged in to Google or
not logged in?
• Are you still focusing your SEO on ranking for specific
keywords?
• What is semantic web and how does it impact on your online
presence?
• Have you checked to see if the performance of your website is
affecting your search results?
• Do you know who is linking to your website?
• Are you using sitemaps, rich snippets and additional tagging?
KEY MULTIMEDIA

15. SEO Megatrends
• Search is constantly changing
• Mobile search & wearable technology
• Local search
• Personalised search / logged in to Google
• Less about keywords
• Knowledge Graph & Semantic search
(understanding meaning & intent)
• Paid Advertising – Adwords / PPC
• Enhanced search results
• Google is trying to keep us within its search
environment
• Recently Google started penalising sites in
mobile search results for NOT being mobile
friendly
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16. Search is Changing
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17. Classic SEO
page 1 result
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18. FUTURE OF SEO
The future of competitiveness in search is
based on your ability to differentiate.
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19. SEO - Change of Mindset
Away from keyword stuffing and page 1 ranking
to ….
….providing high-quality and very relevant
content that your targeted audiences will
actually read or use
…. connecting and building relationships
through your content
KEY MULTIMEDIA

20. Change of Mindset
• Titles & Meta Descriptions still matter – but
really as a display factor and how they
encourage your target audience to click through
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21. Customer Buying Decisions
• Customers can start the buying journey from
any point
– Search, social, YouTube, forums, magazine,
product review, recommendations.

22. Website Design & Usability
KEY MULTIMEDIA
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Website Performance
Better Search Results
Website Design &
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Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration

23. Website Design & Usability
• Does every page of your website work on both tablets and
mobile phones?
• Is the design, layout and organisation of the site
professional and consistent across all devices
• How easy is it for your visitors to scan your pages for
important information?
• Is your navigation clear and well organised?
• Do you offer a rich online experience when compared to
your competitors?
• Are you using any of the latest trends in web design e.g.
infinite scrolling pages, parallax designs?
• Do you test how different layouts and styling can impact on
your websites performance?
KEY MULTIMEDIA

24. Web Design Megatrends
• Impact of mobiles
• Lots of different screens sizes
• Click vs touch & swipe
• Large imagery & less is more
• Beautiful typography
• Parallax scrolling site
• Responsive design
• User experience matters more than ever
KEY MULTIMEDIA

25. Mobility Changes Everything
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26. Mobility changes everything
KEY MULTIMEDIA
People need an excuse to fire up a laptop. The sofa is
where your business case for a mobile strategy exists.
60% of desktop search starts on a mobile device

27. • Design – adapting designs to a smaller screen
• Development – not all devices work the same
• Navigation – touchscreen navigation changes the way we use
the web
• Content – mobile users want accessible content, faster,
simple, without the distortion of elements
Mobility Means …
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28. RIMMEL
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29. Key Take Away Points
• Build mobile into your website strategy
• It’s all about the user experience – particularly
on mobiles
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30. Importance of Content
KEY MULTIMEDIA
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Website Performance
Better Search Results
Website Design &
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Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration

31. Importance of Content
• How well do you know your audience?
• Have you got a story to tell?
• Do you have a content strategy?
• How regularly are you creating content and how
well is it shared?
• What different types of content are you creating
and distributing? Articles, downloads, email
newsletters, videos, infographics, expert
documents?
KEY MULTIMEDIA

32. Content Megatrends
• Content and story-telling is King
• Content presentation matters
• Established content publishers – newspapers
and news sites e.g. BBC, Sky
• Highly targeted & shareable content –
Buzzfeed – the king of the viral content space
• Individuals are emerging as content producers
with their own business models
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33. KEY MULTIMEDIA

34. • Content drives visitors
• People like fresh content
• Search engines like fresh content
• More content means more
tickets in the online lottery
Importance of Content
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35. Different Types of Content
Articles
Reports
Interviews
White Papers
Videos
Infographics
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36. Video Speaks Louder Than Words
• Video is used to
animate a site but
increasingly used to
replace explanatory
text which takes time
to read
• Videos are also easily
shared on social
networks
KEY MULTIMEDIA

37. Build Useful, Link-Worthy Pages
• Great web pages are those that :-
– fulfil a compelling value proposition
– position you as an expert
– solve a problem for their users
– or add something of value in a unique way
• You can get a long way by:-
– making your pages as useful as possible
– and by finding the most visually pleasing medium to
tell a story
– creating linkable assets enhance your search rankings
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38. Example - ZOOPLA.co.uk
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39. Engagement, Calls to Action &
Conversions
KEY MULTIMEDIA
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Website Performance
Better Search Results
Website Design &
Usability
Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration

40. Engagement, Calls to Action &
Conversions
• Is the purpose of your website and the critical actions
you want your visitors to take clear within 5 seconds of
viewing?
• Do you have a primary call to action on every page of
your website?
• How do you measure conversions on your website and
social media and do you have a monetary value for
each one?
• How easy is it for me to find your contact information
or place an order?
• Are your online forms only asking for the essential
information you need to respond?
KEY MULTIMEDIA

41. • Conversion design is something that guides
the visitor towards completing that one
specific action, using persuasive design and
psychological triggers to turn them in to
customers.
Design for Conversions
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42. • Establish a goal for each page and measure it!
• Analyse your audience and exceed
expectations
• The art of persuasion, language and colour is
so important in the use of selling!
Design for Conversions
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43. Improving Call to Action Language
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44. Dropbox
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45. Change.org
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46. Using Social Media with your website
KEY MULTIMEDIA
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Website Performance
Better Search Results
Website Design &
Usability
Importance of
Content
Engagement, Calls to
Action & Conversions
Social Media
Integration

47. Using Social Media with your Website
• How well is your social media use aligned with your
content and search engine strategy?
• Have you chosen your social media tools based on
what your target customers are using?
• Do you know when the best time to tweet or post a
message for maximum engagement?
• How do you measure the effectiveness of your social
media use?
KEY MULTIMEDIA

48. Social Media Megatrends
• Imagery & video are driving social media use
• Social media is increasingly being recognised
for its income-generating potential
• All major social media platforms offer paid
advertising
• Social media provides trust and authority
signals to search engines e.g. Google+
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49. • You now have the
ability to reach out
and communicate
on a personal level
with your target
audience on a daily
basis
Social Media = Game Changer
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50. • Increase exposure
• Increase traffic
• Develop loyal following
• Generate leads
• Provide outstanding customer
service
• Grow business partnerships
• Reduce marketing expenses
• Improve sales
Benefits of Social Media
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Benefits

51. Facebook
Twitter
YouTube LinkedIn
Google+
Pinterest Instagram
Snapchat
StumbleUpon Digg
Slideshare
Popular Social Media Sites
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52. • Social media needs to be integrated and work hand-
in-hand with all your other marketing and PR
initiatives
• Encourage engagement and interaction
• At a basic level ensure your website, blog and email
newsletter include social “share” buttons for people
to easily share your content on ALL their social
networks.
Sharing is Caring
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53. @KempandCoPbury
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54. DAVID LAKINS
KEY MULTIMEDIA
WEBSITE MEGATRENDS
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