Website Success It isn’t Creative, if it Doesn’t Sell

Carbon8 2 Carbon8 is an interactive, digital marketing agency headquartered in Denver, CO. Started in 2009, Carbon8 now has an impressive 37 employees who blend cutting edge creative with strong technology all in one shop. Carbon8 provides award-winning work in video, websites and branding.

Sample Clients 3 Our clients range from Fortune 1000 companies to startups in the United States and Europe. Our digital marketing services include web design, web development, iPad and iPhone marketing and sales apps, search engine marketing, social media marketing, branding and video production.

4 In what decade was this research provided? “Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in white type on a black background.”

5 The web is new but advertising is not.

6 “ There have always been noisy lunatics on the fringes of the advertising business. Their stock in trade includes eccentric art direction, contempt for research, and their self proclaimed genius.” David Ogilvy

7 Would you want to watch a movie while sitting in this chair? “If it doesn’t sell, it isn’t creative.” David Ogilvy

8 Is this site creative?

9 Your website is your single most important marketing asset yet…

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11 Usability… Would you want to watch a movie while sitting in this chair?

12 So what does the web research tell us?

13 A whole hellofalot.

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15 Pricing!

16 We don’t want our competitors to know our pricing Price varies for different customers Price constantly fluctuates Customized services have unique With all due respect, you must be an idiot. We can’t put pricing on my website. We’re a B2B company!

17 A Hostile Shopping Experience

18 Very well, if you positively can’t show pricing, then… Show price ranges Show typical scenarios But avoid complex pricing calculators Provide MSRP

19 Be Wary of Trends Parallax Design!

Parallax Issues Load Times Processor Overload Processor Overload Doesn’t Work on Mobile Motion- sickness Usability Enjoyment Satisfaction Visual Appeal SEO

21 Be suspicious of “everybody is doing it.”

22 Carousels. Sliders. Rotating banners… whatever you call them they don’t work!

23 Show me the

24 Show me the Conversions!

25 Designing for a conversion

26 Don’t take before you give

27 Don’t Assume What’s Common is Right Most everyone does what’s on the left, and it’s wrong.

28 And where should those field descriptions be? Left Justified, Above the box.

29 And how about those submit buttons? They should align to where the user’s visual path ends.

30 Target Screen Sizes have Changed

31 Above the fold isn’t so simple And depends on your audience

32 Break Print Grammar Rules… Very carefully. Version A: Our solar system consists of eight planets. There are four planets that have rings around them. Version B: Our solar system consists of 8 planets. There are 4 planets that have rings around them. Which version is easier to read? Rule Break #1: Numbers Web users will leave sites in 11 seconds if they don’t find what they need.

33 Break Print Grammar Rules… Very carefully. Rule Break #2: Sentences in a Paragraph

34 Having said all of this… Users DO judge a book by its cover.

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37 Good news though…testing isn’t that hard. Tests with just five users will reveal about 85% of all problems with your website

Thank you!