DONT MAKE ME THINK

Web Design Today and Tomorrow

Cameron Clark

@catch22mkting

WHAT IS DESIGN?

AESTHETICS
APPEARANCE - STYLE - TONE - LAYOUT

FUNCTION
HOW IT WORKS - INTERACTION - EFFICIENCY

UNDERSTANDING
PEOPLE - DATA - MARKET - TRENDS - COMPETITION

PURPOSE
RETURN PROFIT - QUALITY - LEGACY - HAPPINESS

FEASIBILITY
BUDGET - TIMING - NEEDS

THE PRINCIPLE OF
GREAT WEB DESIGN
Dont Make Me Think!

USABILITY
Every Visitor Asks 3 Questions
1. WHO ARE YOU?
2. WHAT DO YOU DO?
3. WHAT CAN I DO HERE?

SEARCH ENGINE FACTS

1. Most online journeys begin on Google
2. Google handles 1 billion searches a day
3. YouTube is the 2nd most popular search engine
4. Microsoft and Yahoo also have search engines :)

USABILITY
Because of levels of online competition and Google-centric
behaviour visitors asks 3 2 questions

Yesterday

Today

1. WHO ARE YOU?

2. WHAT DO YOU DO?
3. WHAT CAN I DO HERE?

1. WHAT MAKES YOU SPECIAL?

2. WHAT CAN I DO HERE?

CASE STUDY #1
English Language School in London

DESIGN BRIEF
PURPOSE:
Get enquiries for English courses
UNDERSTANDING:
Aiming at young international students.
WLA is cheaper than other London schools.
Competing against other European cities.
FEASIBILITY:
Budget for design, build and SEO 5-10,000.

1. WHO ARE THEY?

2. WHAT DO THEY DO?
3. WHAT CAN WE DO HERE?

Key Principle
Capture Data!

RESULTS
Since launch in November 2010
Online Enrolments: 437 per year (36 per month)
437 enrolments with 70% completion rate = 306

Online Tests: 1447 (Useful Database)

Quick Enquiries: 953 (56 per month)

Ave Course 10 Weeks = 515

515 x 306 enrolments = 157,590 (189,665)
189,665 - 41,117 (Existing income) / website = 27x ROI

CASE STUDY #2
Removals Company London

DESIGN BRIEF
PURPOSE:
Get enquiries for home removals.
Also office removals, storage and packaging
UNDERSTANDING:
Competitive marketplace
People look for multiple quotes
FEASIBILITY:
Budget for design, photography, SEO and
6 months ongoing SEO: 8-12,000

This important page had high

exit rates. So contextual callto-action links were added.
Conversions increased!

This important page had high

exit rates. So contextual callto-action links were added.
Conversions increased!

Key Principle
Measure Data with Analytics!
Apply changes

RESULTS
Sample Month February 2011
Online Quote Requests: 62
With 33% conversion rate = 20 Bookings
Quick Enquiries: 5
Telephone + email: not included

Ave Booking: 2 Men Luton Van = 550

Feb: 20 bookings x 550 = 11,000
13,240 gross profit p/m compared to 3,960 of old site

MORE EXAMPLES

DESIGN PRINCIPLES
1

Define the PURPOSE of the site first.

Understand WHO you are targeting
and WHAT they want. Give it to them!

Capture data.
Make it easy to
make contact with

Measure results - Make changes.

Its a PROCESS!

Calls to Action!

THANK YOU
Presentation available at
catch22marketing.com/news and chaniadevs.wordpress.com

GLOSSARY

Book: Dont Make Me Think by Steve Krug. > Website: www.sensible.com/dmmt.html

State of Search (Infographic)

Top 3 Search Engines - Search Engine Watch

Websites Shown: WLA Before and New WLA Site

Websites Shown: Gentleman & a Van New Website

Catch22 Marketing - Before and After Gallery

Guided tour of Google Analytics and Download Analytics Free

Additional Help: Catch22 Marketing - Website Startup Guide