Business show may 17

Digital Best Practises for
Marketers
Raja Saggi
Head of B2B Marketing, Google

Agenda
•Do One Thing Really Really Well
•Focus on the User and All Else Will Follow
•Build for Mobile

Doing One Thing - Positioning*
For [target customers]
Who Have [compelling reason to buy or use]
Our Product is a [new category]
That Provides [key benefit (which solves problem)]
Unlike [Competitor] [key differentiator]
*From Geoffrey Moore - ‘Crossing the Chasm’

Olio - Food sharing app
For Shops/Homeowners
Who Hate to see food wasted/Want free food
Our Product is a Food Sharing App
That Provides Environmental benefit/Saves money/Connects People
Unlike Throwing food away/Visiting food bank

My Pie Food Truck - Epic Pies!!
For Londoners (8+ Million of them!)
Who Have ‘penchant for pies/buy local’
Our Product is a Pie Truck
That Provides Award winning, Fresh pies with spirit
Unlike Day old stuff you get elsewhere

What do you do really, really well?

Confidential + Proprietary
Focus on the User - Optimize your Site
ATTENTION INFLUENCE ACTION
QUICKLY BUILD TRUST AND DRIVE
INTEREST
IMMEDIATELY UNDERSTAND THE
PURPOSE
SIMPLIFY ACTIONS
FLOW
Page Layout
Visual Design
Focus
Simplicity
Value Proposition
Page Messaging
Social Proof
Build Trust
Flow
CTAs
Hold Their Hand
Reinforce Value

Personas*
*Xtensio - Free Persona creator

Confidential + ProprietaryConfidential + Proprietary
Attention

Page Layout
3 visible elements without
scrolling:
● Value Proposition
● Call to Action
● Visual

Simplicity - 3 Second Test
● Less choice is better
● People don’t read, they skim
● Make desired actions as basic
as possible

Visual Design
Use the color wheel to discover contrasting colors that stand out
Subtle visual cues can be a powerful focusing tool
Use contrasting colors from the
page’s background to draw attention
Use icon labels instead of leaving
them open to interpretation
Use imagery to focus a visitor’s eye

Influence

Proprietary + Confidential
theaa.com
A good value proposition -
What you help your customers
do really, really well
● Add value/resolve anxiety from
the start
● Not a slogan nor a positioning
statement
● Specific, customer-oriented, with
a clear benefit and answer to the
question “Why you?”
carbonite.com

Social Proof:
● Testimonials, ratings, etc.
Build Trust:
● Refrain from “gimmicks”
● Third party endorsements
● Straightforward privacy
policy
● Avoid pop-ups

Action

Easy to use
● Less is More: few fields = more
conversions. Get rid of all optional fields
● Keep the form linear: ex: first name, last
name etc
● Be specific with your button’s text: instead
of ‘continue’ use ‘Continue to checkout’
● Display validation errors in close proximity
to the input field (not at the top)
● Display validation checks against each
field: this gives confidence to the user that
he is heading into the right direction

40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
1: Speed is of the essence

Proprietary + ConfidentialSource: SOASTA Case study (September 1st, 2015)
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1.7
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9
Load time (seconds)
Conversionrate(%)
Sessions
Sessions Conversion rate (%)
1.9% conversion rate
1.5% conversion rate
Mobile pages that load 1s faster see up to 27% increase in
Conversion Rate

How does your site stack up? Test my Site
MOBILE FRIENDLINESS
99/100
GOOD
MOBILE SPEED
42/100
POOR
DESKTOP SPEED
54/100
FAIR

Mobile site design
Ensure Site Search is present
on every page
Clear Calls to Action Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Menus Short and Sweet
Getting started tips:
Constantly analyze and optimize
your mobile site

HOMEPAGE & NAVIGATION
✓ Key actions are clearly visible and not hidden within carousels
✓ Site search is present and not hidden behind an icon
What Etsy does well:

ON-SITE SEARCH
✓ Search is visible on all pages, not hidden behind an icon
✓ It offers spell-correct and auto-complete to help get the best results
What Premier Inn does well:

PRODUCT PAGES
✓ Most important info is clear and easy to scan or compare
✓ Persistent CTA
✓ When inventory is not available it is clearly marked ‘out of stock’
What the AA does well:

REGISTRATION & CONVERSION
✓ Conversion process is clear and straightforward
✓ Selling points and purchase details are reinforced to drive completion
✓ There is a choice to convert as a ‘guest’
What Hotels.com does well:

What eBay does well:
MULTI-DEVICE & MULTI-CHANNEL
✓ Items can be added to wishlist easily
✓ Users can easily log into or create an account from any page of the site

MOBILE DESIGN
✓ Field labels and form fields are visible at the same time
✓ The appropriate keyboard is provided for data input, i.e. number pad for dates
✓ Icons have text descriptions accompanying them, i.e. MENU
What the Co-Operative Bank does well:

Google Partner Agencies - Partners.google.com
36

Mobile & landing page tools & resources
25 Design Principles:
Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions.
https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html
Mobile Friendly Test:
This test will analyze a URL and report if the page has a mobile-friendly design.
https://www.google.com/webmasters/tools/mobile-friendly/
Test My Site:
Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices.
https://testmysite.thinkwithgoogle.com/

Business show may 17

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Business show may 17