Website Design Trends

Transcription

1 Website Design Trends Keeping Your Online Presence Fresh By Eric Cook, MBA

2 @EricCook Banker For 15 Years Graduate School of Banking 2003 Graduate Faculty Now Consultant Since 2007 Focused on Community Banking and Digital Marketing Contributing Author Digital Minds

3 Our New Book! Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing Download for Free:

4 Agenda Design Trends Flat Design, Single Pages, Parallax (2103 v 2014) Critical Banking Elements Login, Speedbumps, Alerts and more CMS and WYSIWYG Editing Capability Responsive vs. Redirect vs. App for Mobile Content Marketing Getting Visitors SEO, PPC and Remarketing/Display Marketing Social Engagement Measurement

5 Design Trends What s new and evolving online

6 Parallax & Flat Design Source:

7 The Financial Brand (2013 v. 2014) Source:

8 The Financial Brand (2013 v. 2014) Source:

9 The Financial Brand (2013 v. 2014) Source:

10 The Financial Brand (2013 v. 2014) Source:

11 The Financial Brand (2013 v. 2014) Source:

12 Critical Banking Elements There are some basic elements you will need to have

13 CMS and WYSIWYG Editing Capability You don t have to be an HTML wizard

14 Responsive vs. Redirect vs. App for Mobile What if the visitor isn t on their computer?

15 Some Interesting Mobile Tidbits Android OS 82% of total mobile market Global mobile data traffic >15 Exabytes per month by 2018 Responsive Single website for every screen Dedicated Mobile (Re-Direct) Specifically designed for mobile device Native Mobile App Designed to be downloaded by the user via itunes or Google Play

16 Pros and Cons... Strategy Pros Cons Responsive Design Google prefers one URL for best SEO results Faster development Easier to maintain Dedicated Site Focused on a mobile device Loads quickly Phone and tablet Can be added after the fact Native App Best UX both online and offline (but likely not for banking) Fast loading Mobile specific features (NFC, camera, contacts) Some functional compromises May load slow Requires newer browsers May be more expensive v. RWD Multiple mobile devices Still requires desktop site Multiple URLs No organic search Still requires website Subject to approval (time and expense) Requires user updates

17 Review: Marketing Committee Member Banks Dedicated Login Page Responsive Web Design Mobile Re- Direct Site Total Qualified 7 2 5* Percentage 50% 14% 36%* *Of the 5 sites that have re-direct, 2 offer limited mobile login functionality, for an adjusted 21%.

18 Review: Retail Lending Committee Member Banks Dedicated Login Page Responsive Web Design Mobile Re- Direct Site Total Qualified * Percentage 53% 9% 32%* *Of the 7 sites that have re-direct, 2 offer limited mobile login functionality, for an adjusted 23%.

19 Content Marketing Content is King

20 Content Matters News releases Blog content With moderated comments Videos Testimonials, tutorials, commercials Infographics Presentations SlideShare.net Create a Content Calendar To Keep On Track

21 Getting Visitors Just because you built it, don t think they will come

22 Owned Earned Paid Traffic Owned: Direct visits Most will just login (GONE unless you keep em) Earned: Organic rankings Content strategy for SEO ranking Paid: Budget for traffic PPC Banner/display Ensure you re using landing pages and tagged URLs to track activity Bonus Consider remarketing/retargeting

23 What Is Remarketing/Retargeting?

24 How It Works

25 Build Your URLs For Tracking Quick Link: Your New Link:

26 Marketing Make it easy to keep in touch

27 Success Ensure you can sign up visitors On the website, but also social networks Average open rate: 18.6% 40x more effective at attracting new business than Facebook and Twitter combined (McKinsey & Company) Source:

28 Social Engagement Make it easy to share your content

29 Measurement If you don t measure it, you can t manage it

30 Key Analytics Metrics Check your Intelligence Events Notes trends and key changes on your site Understand the Visitor Flow What people do when they come to your site Examine site content trends Look for anything interesting Social visits (if you re social) Correlation with any content Use your annotations to help remember

31 Put It All Together

32 Special Bonus CrazyEgg Track actual website visitor activity Heatmap Scrollmap Confetti Overlay

33 On-Site Visitor Analysis

34 To Claim Your Bonus Send Tracking code generated and sent to you Install it in just before </body> tag Let me know when it s installed to confirm Reports available 2-3 weeks Delivered via Zip file and also via GoToMeeting

35 Download for Free: Thank You! For More Information Eric Cook, MBA (269)