2010欧美网页设计趋势（精彩不容错过）.pptx

Website Redesign Tips&Tricks,Mike VolpeVP Marketing HubSpotTwitter:mvolpe,Marketing is Changing,1950-2000,2000-2050,Outbound Marketing is Harder,800-555-1234AnnoyingSalesperson,The Good News,Inbound Marketing:Get Found using Google,Social Media and Blogs,Top 5 Web Marketing Book on AmazonInboundB,The Great News,www.HubS,Inbound Gives Leverage,Budget vs.Brains,Flickr:Refracted Moments,Flickr:Gaetoan Lee,www.HubS,Why do you havea business website?,The Wrong Reasons for a Redesign,“We have a new corporate look and feel.”“Im tired of the old website.”“Its been 12 months since the last redesign.”“The design department wants to.”“The CEO wants to do it.”,Website Redesign Half-Life,Your Company,Your Prospects,BUY NOW,Flickr:thegolzer,Billboard in the Desert?,The Right Reasons for a Redesign,“Get found by more prospects.”“Convert more prospects into leads and customers.”“Branding”might be a good reason if it will drive the goals above.,Business websites are forlead generation.,-mvolpe from HubSpot,Which is better?,Which is better?,Which is better?,Website traffic has doubled Lead flow has doubled-Noel Huelsenbeck,CEO,Vocio,Which is better?,Website traffic has doubled Lead flow has doubled-Noel Huelsenbeck,CEO,Vocio,What do you want?,Beautiful&Empty,Ugly&Crowded,The 3 Keys to aSuccessful Website,Websites should attract prospects.,-mvolpe from HubSpot,How do you attract prospects?,Use Inbound Marketingto Get Found:Create great contentOptimize that content for search(SEO)Promote that content using social media,Content Drives Visitors,Search engines like fresh content(SEO)People like fresh content(social media)More content means more tickets in lottery,What to Publish?,BlogPodcastVideosPhotosPresentationseBooksNews Releases,Websites should convert visitors to leads.,-mvolpe from HubSpot,All Websites Need Landing Pages,Target Market,Website Visitors,Leads,Opportunities,Customers,Calls to Action,Landing Pages,Landing Page Uses,Call to action on website homepageLinks in all email newsletters/emailsUse for all pay-per-click adsNext step after tradeshows or events,Websites should produce measurable ROI.,-mvolpe from HubSpot,Measurement is Easy Online,Flickr:akisra,Metrics Drive Website Redesign,A redesign without measurable improvements is a waste of time.Know your current stats and goals before starting the redesign.,3 Keys to a Successful Website,Get Found:Attract website visitorsConvert:Visitors to leads&salesAnalyze:Produce measurable ROI,Tips for a SuccessfulWebsite Redesign Process,Audit your website,then protectyour key assets.,-mvolpe from HubSpot,Website Redesign Tip#1,Avoid Website Redesign Pitfalls,Take an inventory of your website assets.Content,inbound links,keyword rankings,conversion toolsProtect your assets during the redesign.,Website Redesign Pitfalls,Removing valuable contentLosing value of inbound linksLosing keyword rankingsChanging good conversion toolsDestroy your assets and youll get a drop in traffic and leads.Youll also have wasted time,effort and money.,Website Assets=Content,How many pages do you have?How many will be killed?Will pages move to a new URL?How many new pages will you create?What is your most popular content?What is your most powerful content?,Website Assets=Links,How many inbound links do I have?What interior web pages have links?Where are my links coming from?What are my most powerful links?,Website Assets=Keyword Rank,What keywords do I rank for today?What keywords do my competitors rank for?What keywords should I want to rank for?How has my keyword rank changed?,Website Assets=Conversion Tools,What generates most of my leads?What are my best conversion tools?How can I increase conversions?,Use HubSpot to Find Your Assets,Use HubSpot to Find Your Assets,Use HubSpot to Find Your Assets,Use HubSpot to Find Your Assets,Protecting Your Assets,If you change domains,use a 301 redirect for each individual page.Not all pages globally.Have a permanent redirect(check at http:/www.WebsiteG)Identify all URLs with assets(content,keyword rank,links,conversions)and:Keep this content on the new website301 Redirect old URL to the new URL for that pageMaintain SEO/content characteristics,Spend resources on creating content,more than beautiful design.,-mvolpe from HubSpot,Website Redesign Tip#2,Seth Godin on Website Redesign,“Im going to go out on a limb and beg you not to create an original design.There are more than a billion pages on the web.Surely theres one that you can start with?”“Your car isnt unique,and your house might not be either”http:/,Create Great Content by Blogging,Blogging Attracts More Links,Blogging Attracts More Visitors,Blogging Brings Social Media Success,Make it easy to run conversion experiments.,-mvolpe from HubSpot,Website Redesign Tip#3,All Websites Need Landing Pages,Limited navigationClear and simpleForm above fold,Track Your Conversion Rate,Conversion Experiments,32%Conversion,53%Conversion,Faster Experiments=Better Results,Flickr:Jim Doran,Landing Page Editing,How fast can you launch a new landing page?Can one person do it in 15 minutes?What is the cost of experimentation?,Make it easy to measure results.,-mvolpe from HubSpot,Website Redesign Tip#4,Avoid Paralysis by Analysis,Dont measure everything.Simple is better than complicated.Focus on 3-5 metrics.,Traffic,Leads,Sales,By Channel or Source,Visitors,Leads,Sales,SEO,SocialMedia,Website Redesign Summary,3 Keys to a Successful WebsiteGet Found:Attract website visitorsConvert:Visitors to leads&salesAnalyze:Produce measurable ROI4 Tips for Website RedesignAudit your website,then protect your key assets.Spend resources on creating content,more than beautiful design.Make it easy to run conversion experiments.Make it easy to measure results.,How to Put All the Pieces Together?,d.j.k.on flickr,HubSpot Puts the Pieces Together,Whats HubSpot?,All-in-one Marketing SoftwareOver 2,000 customers in 3 years110+employees,lots of MIT grads,Blog&Social Media,Business Blog SoftwareBlog AnalyticsSocial Media MonitoringSocial Media Publishing,Search Optimization,Keyword GraderLink GraderPage Grader,Lead Generation,Landing PagesLead IntelligenceLead AlertsVisitor Profiling,Competitor Tracking,Marketing Analytics,Assess the effectiveness of your marketing on a campaign-by-campaign levelOptimize resource allocation to maximize sales,Proven ROI by 2,000+Customers,Cilk Arts Increases Leads 500%Makana Solutions 3x Leads,2x ConversionsVocio Pays for HubSpot 30 x Over with New LeadsObjective Management Group GrowsLeads 360%Bridge Group Doubles Online Leads,www.HubS,Q&A,Free trial of HubSpot:www.HubS,Mike VolpeVP Marketing HubSpotTwitter:mvolpe,