2. ABOUT SEROKA/TOP FLOOR
15 YEARS OF DELIVERING DIGITAL MARKETING RESULTS
DEDICATED TEAMS:
!
• BRANDING
• MARKETING STRATEGY
• DIGITAL DESIGN
• DIGITAL DEVELOPMENT
• INTERNET MARKETING
• SEARCH AND ANALYTICS
• CONVERSION OPTIMIZATION
• INTEGRATED MARKETING SERVICES
3. ABOUT ME
CLAY KONNOR
DIRECTOR OF INTERACTIVE DESIGN
PHOTO
(329W X 357H)
• 20 YEARS DIGITAL MARKETING EXPERIENCE
• HUNDREDS OF WEBSITE DESIGNS
• MAJOR GLOBAL BRAND EXPERIENCE
• FEATURED NATIONALLY AS SPEAKER
• UX DESIGN AND OPTIMIZATION FOR LARGE,
GLOBAL BRANDS SUCH AT THE GAP, BOMBAY
COMPANY, FARMERS INSURANCE,
NORTHWESTERN MUTUAL, GE HEALTHCARE,
MOTOROLA, ETC.
4. TOP 10 B2B MARKETING CHANNELS
8
out of the top 10 most effective
marketing channels are digital
7. THE IMPORTANCE OF YOUR WEBSITE
Digital interactivity now represents the center of the
marketing universe. Today’s marketer must view their
marketing strategies and tactics with an eye on
growing the online center and radiating beyond with
spokes that facilitate most of the offline transactional
functions that support sales and service.
!
While lead generation used to consist of broadcasting
messages it must now rely heavily on being found in
the right place at the right time.
8. THE IMPORTANCE OF YOUR WEBSITE
CONTENT
EMAIL
ONLINE
MARKETING
ADVERTISING
WEBSITE
MARKETING
AUTOMATION
DIRECT
MAIL
SOCIAL
EVENTS
Your
website
is
the
hub
of
all
your
marke3ng
ac3vi3es
and
the
primary
brand
delivery
vehicle.
9. THE IMPORTANCE OF YOUR WEBSITE
SEARCH
PPC
CONTENT
PR
MARKETING
ADVERTISING
SOCIAL
Top
of
funnel
ac3vi3es
-‐
dedicated
departments
-‐
create
more
traffic
Bo?om
of
funnel
-‐
increase
conversion
through
UX
design,
tes3ng
and
modifica3on
THE
METHOD
OF
CREATING
GREATER
ONLINE
SUCCESS
IS
THROUGH
OPTIMIZATION
OF
BOTH
SIDES
OF
THE
FUNNEL
10. SEROKA/TOP FLOOR EXPERTISE
GETTING MORE TRAFFIC TO YOUR WEBSITE
BRAND
DEVELOPMENT
PAID SEARCH
CONTENT
MARKETING
PUBLIC
RELATIONS
MARKETING
AUTOMATION
United
forces
of
Seroka
and
Top
Floor
provide
deep
exper3se
and
dedicated
teams
SEARCH
SOCIAL
EVENT
SUPPORT
11. SEROKA/TOP FLOOR EXPERTISE
GETTING MORE CONVERSION FROM YOUR WEBSITE
WEB
DESIGN
WEB
DEVELOPMENT
United
forces
of
Seroka
and
Top
Floor
provide
deep
exper3se
and
dedicated
teams
USER
EXPERIENCE
USER TESTING
12. THE IMPORTANCE OF YOUR WEBSITE
CREATING GREATER CONVERSIONS FROM YOUR WEBSITE
Site Visits x Conversion Percentage = Results
1000 x .6 = 60
13. THE IMPORTANCE OF YOUR WEBSITE
CREATING GREATER CONVERSIONS
Design
Site Design 1
Site Design 2
Budget
1,000,000
1,000,000
Traffic
1,000,000
1,000,000
CPC
$1
$1
Conversion Rate
3%
5%
Sales
30,000
50,000
Average Revenue
Per Sale
$100
$100
Total Web Sales
$3,000,000
$5,000,000
Even
a
small
increase
in
site
conversion
creates
very
drama3c
bo?om-‐line
impact
14. THE IMPORTANCE OF YOUR WEBSITE
CREATING WEBSITE PERFORMANCE
•
•
•
A professional look and feel that generates trust
and confidence in the brand
Persona-based design that is centered around
known use-cases
A user experience that facilitates those use-cases
• Users can quickly understand
• Users can easily find what they need based on
their criteria
• Users can easily convert
15. THE IMPORTANCE OF YOUR WEBSITE
LOOK & FEEL
Trust and confidence in the brand happen in a fraction
of a second at the subconscious level.
19. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
Design is not only the way a site looks and feels, but is
the entirety of what goes into a site from strategy
through surface that makes it work.
21. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
22. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
23. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
24. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
25. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
26. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
This
might
mean
a
menu
that
explains
context
and
provides
informa3on
27. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
Or
secondary
pages
that
provide
deep
informa3on
via
easily
digested
formats
such
as
video
28. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
Or
even
a
site
that
customizes
the
informa3on
provided
based
on
user
roles
or
user
type
29. THE IMPORTANCE OF YOUR WEBSITE
A USER EXPERIENCE THAT DRIVES CONVERSION
EXAMPLE OF HOW THEIR WEBSITE CAN DO THESEE THINGS
30. THE IMPORTANCE OF YOUR WEBSITE
THE DESIGN PROCESS
concrete
surface
visual design
interface design
skeleton
user experience
structure
information
architecture
scope
strategy
abstract
content requirements
technological requirements
user needs
marketing objectives
34. WHY MOBILE?
Email - Initial open/read
55% Mobile
45% Desktop
Source: Campaign Monitor 2013
!
Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%,
respectively.
!
36. WHY MOBILE?
How do people get online?
45% Don’t use phone
55% Use phone sometimes
17% Use phone EXCLUSIVELY
Source:
Nielson
survey
2012
!
Actual
client
percentages
in
2013
are
7-‐29%
mobile
for
B2B
38. MOBILE DESIGN
RESPONSIVE SITE DESIGN
• Has the same URL as desktop site
• No possible conflict with search
• Method endorsed by Google
• Majority of new developments benefit from
responsive
• Future ready to adapt to newly introduced screens
and devices
