MKT3039 Digital Marketing

Workshop Week 10: Website Checklist

Ken Punter | Module Leader

AS2 Briefing
The Assessment Task

• This assignment asks you to demonstrate

your knowledge and understanding of the
theories and frameworks discussed in class
and analyse their application in the marketing
industry. The work should be presented in an
e-portfolio – i.e. a web-based submission
with multiple pages or sections
representing the different contents
required.
AS2 Briefing
The Assessment Task

• WEBSITE CHECKLIST

• Create a suitable website checklist. Maybe you need different criteria for different types of website?

• Apply the checklist you have created to a website of your choice

• You may illustrate your entry with photos / images / screenshots

TYPES OF
WEBSITE
TYPES OF WEBSITE
There are three common types of website.
eCommerce
Allows companies to sell their
products directly to website
visitors online. Visitors can
browse products, read through
benefits and features, and
purchase items by paying online
with a credit card or other
payment method
Lead Generation
Allows companies to collect
contact details from people they
might like to do business with.
Visitors can browse content and
enter their contact details into a
web form on the website in return
for something from the company.
This is called a lead magnet.
Portfolio (or Brochure)
Allows companies to show or
demonstrate their products and
services online. Visitors don't
purchase directly on the site but
they can learn about a company
and its offering by reading
through their content and
product/service information.
TYPES OF WEBSITE
Common website goals

All websites share common organisational goals.

1 Increase total users

2 Increase average time on site

3 Provide a better user experience

4 Achieve higher numbers of return visits

5 Build positive brand affinity

6 Enhance Customer Experience (CX)

TYPES OF WEBSITE
eCommerce sites aim to:

1 Increase revenue

2 Drive more transactions

3 Improve eCommerce conversion rate

4 Increase Average Order Value (AOV)

TYPES OF WEBSITE
Lead Generation sites aim to:

1 Increase number of leads

2 Increase qualified leads

3 Drive higher lead conversion rate

4 Improve lead close rate

5 Increase lead quality

WEBSITE
OPTIMISATION
AND THE BUYER'S
JOURNEY
WEBSITE OPTIMISATION AND THE BUYER’S JOURNEY
How does website Optimisation affect the buyer's journey?

There are five key areas:

Awareness: Introduce your organisation's value and some top-line benefits of your products or services.
Interest: Build on the initial benefit and drive a visitor's interest, curiosity, and intrigue about your company
so they can start thinking about your brand, products, or services.
Consideration: Dive deeper into the information and education about your brand or product benefits and
demonstrate your product or service as the solution to their needs.
Conversion: Make it simple and straightforward for visitors to take action on your site. Make sure you have
an easy-to-use eCommerce checkout or straightforward content forms for lead collection, and so on.
Retention: This is about having a good online experience, interesting content, and positive brand perceptions
associated with your website. This will make it easier to get past visitors and encourage customers to return.
Activity (20 mins)
• Using one of the websites chosen earlier, identify elements or functionality for
each of the website optimisation elements. Are any missing or unclear?

• Awareness: Introduce your organisation's value and some top-line benefits of your products or services.
• Interest: Build on the initial benefit and drive a visitor's interest, curiosity, and intrigue about your company so
they can start thinking about your brand, products, or services.
• Consideration: Dive deeper into the information and education about your brand or product benefits and
demonstrate your product or service as the solution to their needs.
• Conversion: Make it simple and straightforward for visitors to take action on your site. Make sure you have an
easy-to-use eCommerce checkout or straightforward content forms for lead collection, and so on.
• Retention: This is about having a good online experience, interesting content, and positive brand perceptions
associated with your website. This will make it easier to get past visitors and encourage customers to return.
WEBSITE OPTIMISATION AND THE BUYER’S JOURNEY
Friction Points
Confusing navigation
If the user doesn’t know
where to find the
information or product
that they are looking
for, they are likely to get
frustrated and leave the
website. What’s
required is better
navigation.
Slow checkout process Unclear benefits to converting Slow website
Your checkout process Users need to know Because users lead
needs to be as fast and why it's in their interest increasingly busy lives,
simple as possible. If to convert or make a it's important to have a
the conversion process purchase from your fast website that avoids
isn't quick, easy, and company. If the creating delays or
simple, then users are information is too frustration. If website
much more likely to exit confusing then they're content doesn’t load
before the conversion less likely to make a quickly, users are much
stage. purchase. more likely to leave.
KEY ELEMENTS OF
A WEBSITE
KEY ELEMENTS OF A WEBSITE
Optimizing webpage elements

Navigation Page Titles Page Headers Body Copy/Text

A menu of page The name of the Headings on a The words written on

names that allows webpage for SEO webpage to help the a webpage that offers
visitors to go to purposes – this reader and search details about a
different areas of the should include engine understand the products or service.
website and engage keywords and brand different sections of
with content. name. your pages.
KEY ELEMENTS OF A WEBSITE
Optimizing webpage elements

Call-to-Action (CTA) Hero Image Video, Audio and Images Web Forms

A button to help guide A large image at the Graphical elements A place where website
the visitor to take top of a webpage to placed on a page to visitors can type in
actions on a website, engage website make it more engaging their contact details in
e.g. “Contact Us” or visitors visually and and appealing to return for access to
“Buy Now”. guide them towards visitors. content, signing up for
CTAs. a newsletter/webinar,
or getting in touch.
MAIN PAGES OF A
WEBSITE
MAIN PAGES OF A WEBSITE
Homepage
The start page of your website,
it should entice users to click
through to other pages on the
site. Any products or offers you
are promoting, exciting news,
or high-impact content should
be visible here.
About Page
Tells visitors about your
company, its history/story, and
brand values. Use this page to
build a relationship with
potential customers who share
your vision/values and are
likely to react positively to
your brand story.
Contact Page
Allows visitors to get in touch
with your company by email,
phone, or show a map location.
Make this page simple and
straightforward, ensure your
phone number is visible, keep
your contact forms short, and
only ask for information you
need.
MAIN PAGES OF A WEBSITE
Product Category Pages
Shows visitors collections of
product/service groupings you
offer. A grid layout, for example,
can make your offering easy for
people to understand. Have no
more than four items wide on a
desktop and two items wide on a
mobile.
Product Pages
Gives specific details about
individual products/services
that you offer. Include prices,
delivery charges, and clear
Call-To-Action (CTA) buttons
like “Add to Cart” or “Enquire
Now”.
Shopping Cart
A place where people can add
items they are thinking about
buying. Show people a list of
all items they are considering
purchasing and the quantity for
each. Include a total cost for
these items, and any delivery
charges in your totals.
MAIN PAGES OF A WEBSITE
Checkout
The stage after the cart, when
people decide to buy. Here they
enter their name, address, and
payment details to purchase.
Don't ask for any information
you don't need to fulfil the
purchase.
Payment Gateway
A third-party integration with
your website that allows visitors
to enter their credit card details
and pay for whatever they are
purchasing. It is essential to
know your customers' preferred
payment type and allow them to
pay as they choose.
Lead Collection Pages and Web Forms
Provides an overview of the lead
magnet and tells/shows the visitor
why they should enter their
contact details into a web form in
return for access to the lead
magnet. Include a compelling
description to set expectations so
visitors know what they're
getting.
MAIN PAGES OF A WEBSITE
Supporting pages

Blog News FAQs Testimonials

Your blog can provide Keep people up to date Provides answers to Allows visitors to read
useful information to with developments in commonly asked third-party reviews
help your customers to your company. Use this questions about your from your customers.
understand your brand section to show how business, products, or This is a very powerful
and to choose you as dynamic your company services. way to drive positive
the solution to their is. referrals from your
needs. customers.
MAIN PAGES OF A WEBSITE
Supporting pages

Cookie and Privacy Policy Terms and Conditions Thank You/Purchase Confirmation 404 Error Page Not Found

This page lets visitors Lets visitors know the Tells users that a web Lets people know that
know how you handle details of your sales form or contact form the page they are
their data. contract and has been successfully looking for can't be
returns/refund policy. submitted, or that their found. This page is
payment has been often overlooked and a
successful and their standard "PAGE NOT
order received. FOUND" message is
shown.
CONVERSION RATE
OPTIMISATION (CRO)
CONVERSION RATE OPTIMISATION
Tactics to improve the CRO performance of eCommerce sites include:

1 Sales Promotions

2 Merchandising

3 Cart Abandonment Emails

4 Coupons/Discount Codes

5 Free Shipping

6 Product Filters

7 Trust Signals (for example, Verified by Visa)

8 Guest Checkout

9 Progress bars in Checkout

CONVERSION RATE OPTIMISATION
Tactics to improve the CRO performance of Lead Generation sites include:

1 Offering different Lead Magnets for different Customer Personas

2 Simple forms

3 Automated Email

4 Offering multiple web forms and conversion points throughout the website
CONVERSION RATE OPTIMISATION
Brochure, Lead Generation, and eCommerce sites will all benefit from:

1 Live chat

2 Retargeting

3 Improved pagespeed

4 Secure https websites

5 Site search

6 Customer reviews and testimonials

7 FAQs
Wireframes

https://blog.hubspot.com/website/website-wireframe

https://webdesign.tutsplus.com/tutorials/what-is-information-architecture-ux-tips-and-exam
ples--cms-40064
‘Look and feel’
Content
DESIGN PRINCIPLES
1. Design Principles
DESIGN
PRINCIPLES
DESIGN PRINCIPLES
The key aspects of web design

The priority for great web design is to make everything self-explanatory and easy as possible for the website visitor.

Simplicity Easy to navigate Consistent information Device-friendly Cohesive design

The site design is not Visitors can get the Page information is The website is easy to Colours, layout,
distracting and makes information or updated and feels like use on different devices. typography, and design
it easy to use and complete the actions part of the same web For example, people can are the same across all
understand. Buttons they want to easily and brand experience. access and view the areas of the site to help
with CTAs are easy to move from one part of same pages on mobile as you enjoy the
click on. the site to the other. they can on desktop. experience. This
This might require includes branding, link
adding a “view as colors, photo choice,
desktop” link at the and formatting.
bottom of pages.
USER-CENTERED
DESIGN AND WEBSITE
OPTIMISATION
1. UX versus UI

2. UX and UI Principles

3. Improve UX
UX VERSUS UI
UX VERSUS UI
What is user experience?

 UX, user experience, is concerned with the person's feelings, perceptions, and responses resulting from their
use or anticipated use of a website.

 In simpler terms, it's how someone feels when they interact with your website, from clicking on a page to
filling out a form.

 User interface or UI is the website itself, the site elements like clickable links, forms, navigations, CTAs, etc.

 When a person uses a website, the UI, they have a reaction, and this is the personal experience, UX.

 The main difference is, UI is the medium, and UX is the experience

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WEBSITE METRICS
WEBSITE METRICS
The most useful metrics for your website

1 Users: The number of unique visitors to your site

2 Pages per Session: The average number of pages a user visits on your website

3 Average Time on Site: The average length of time a visitor spends on your website

4 Bounce Rate: The percentage of visitors who leave after only looking at one page

5 Visitor Behaviour: Total number of New vs. Returning visitors

6 Goals Completed: Purchases, Leads, Newsletter Sign-ups

7 Conversion Rate: The percentage of visitors who complete a goal on your website

8 Transactions and Revenue: eCommerce sales and revenue generated on your website

9 Cart Abandonment Rate: The percentage of people who start the checkout process but don't complete it for whatever reason
MAIN SOURCES
• Digital Marketing Institute • Digital Marketing Excellence
REFERENCES
• Remember to add for all evidence
• Guidance on the Library website