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The secrets of online success
THE KEY TO CREATING YOUR
OWN PROFESSIONAL WEBSITE
Elias Rendón Benger
Head of Product Management
MyWebsite DIY
1&1 Internet AG
Business success is about passion -
Our Passion is to make your business successful!1/16/20151&1 Internet Ltd. 6
Business success is about passion -
Our Passion is to make your business successful!1/16/20151&1 Internet Ltd. 8
IT’S A QUESTION
OF CHOICE
The question ‘should I be online is
redundant’ it’s a question of HOW!
1/16/20151&1 Internet Ltd. 12
ACTUALLY THE PAGE YOU ARE
LOOKING FOR DOESN’T EXIST!
When businesses don’t
make time to build a
website we end up with
a situation like this
1/16/20151&1 Internet Ltd. 15
Business success is about passion -
Our Passion is to make your business successful!1/16/20151&1 Internet Ltd. 16
END CONSUMER BEHAVIOUR
IS CHANGING
of consumers trust online
reviews as much as personal
recommendation
72%
Social
Be engaged in social media
interact with customers on Facebook, Twitter,
etc
of consumers search for local
businesses online72%
Local
Get found via local search requests
be correctly listed in online directories like
yelp
Mobileof global web traffic are
generated by mobile devices17%
Optimize your website for mobile devices
consumers want to visit websites on their
phone or tablet
* 70% of Small Business are serving only or mainly consumers 1/16/20151&1 Internet Ltd. 18
http://businesshelp.lloydsbankbusiness.com/research/UK-Business-Digital-Index-2014
THE UK IS THE MOST ACTIVE
ECOMMERCE MARKET IN EUROPE
1/16/20151&1 Internet Ltd. 19
SMALL BUSINESS’ NEEDS FOR
A WEBSITE SOLUTION
* 70% of Small Business are serving only or mainly consumers
Only 24% of Small Business are doing Online Marketing
46% of Small Business do not have a mobile-optimized website
21% of Small Business are unhappy with their web presence
52% of Small Business still do not have a website or any other
web presence
32% of Small Business without a website say they do not have
the time or skills to build one
62% of Small Business without a website say being online is not
relevant for themSm
all
Bu
sin
ess
5%
11%
32%
52%
1/16/20151&1 Internet Ltd. 20
Business success is about passion -
Our Passion is to make your business successful!1/16/20151&1 Internet Ltd. 21
DESIGN IS KEY
Design is the process of figuring out what a thing should be, what it should do, how
it should work, how it should look, and what it should say.
Images & Logo
Structure
Content “what is your business about”
Start slim and optimize
1/16/20151&1 Internet Ltd. 25
THE REALITY IS IN THE RESEARCH
a bad website
is worse than
no website
small
business
websites are
“tired” & “un-
impressive”
cancelled
plans to
spend with an
SME due to
poor quality
website
49% 34% 46%
willing to offer
feedback yet
half of small
firms have
never asked
Maintaining
an attractive
website is a
struggle for
66% of firms
30% of firms
‘reluctant’ or
‘embarrassed’
to
recommend
their website
to their
customers
33% 66% 30%
1/16/20151&1 Internet Ltd. 26
FIVE
STEPS
Monitor your
Success
5.
Protect your
Brand
1.
Quick Setup
and launch
2.
Optimize your
content
3.
Search
engine
success
4.
1/16/20151&1 Internet Ltd. 29
MOBILITY
IS A MUST
More than 50% of the UK
population now owns a
smartphone
some sites receive more than
30% of traffic from mobile
devices
HALF OF FIRMS FAIL TO CHECK THEIR OWN
WEBSITE FROM A MOBILE DEVICE
4/5 companies
unaware that a
mobile-friendly
website can boost
sales
41% admit their
website has a
reduced
appearance, and
36% offer reduced
functionality
Only 7%
confident they
have optimised
fully for mobile
usage
Research commissioned by 1&1 - 530 UK small companies 1/16/20151&1 Internet Ltd. 32
HOW TO BE
FOUND ONLINE
GOOGLE RULES
90% of UK-based desktop searches and 92% of
mobile searches
REASERCH ONLINE
94% of consumers research products online
before buying
BUY ONLINE
3 out of 5 people use search engines as
a go-to shopping resource
“A website without
SEO is like a car
with no gas”
Paul Cookson
1/16/20151&1 Internet Ltd. 33
LISTING IS IMPORTANT FOR VISIBILITY IN
GOOGLE (LOCAL SEARCH TERM)
Industry directories
Google Places
SEA ads
Google Maps
SEO
Local Listing
Local Listing
Local Listing
GET FOUND
search for „lawyer Heilbronn“
SEA ads
1/16/20151&1 Internet Ltd. 34
Business success is about passion -
Our Passion is to make your business successful!1/16/20151&1 Internet Ltd. 35
WHO IS 1&1?
employees, of
which aprox.
2,000 are
engaged in
product
management
and
development
6,900
1&1 is a
leading global
web host
1988
Established in
customer
contracts
worldwide
13 million
Over
domain names
managed
19 million
Over
web host with
over 1 million
customer
contracts
No. 1
Together with
Fasthosts, UK’s
1/16/20151&1 Internet Ltd. 36
1&1 IS PROUD TO SUPPORT SMALL
BUSINESS OWNERS TO CREATE AND GROW
THEIR SUCCESS IN THE WEB
Domain & Email
Easy Website builder
Mobile Website optimization
$ SEO
Social Media
Center
500 Web Apps
eShop
1/16/20151&1 Internet Ltd. 38
NEW „RESPONSIVE“ ENSURES WEBSITE IS
ACCESSIBLE ON DIFFERENT DEVICES
BE PRESENT
PERFECT PRESENTATION
Optimized layout and
navigation representation
Automatic synchronization
of updates and edits
1/16/20151&1 Internet Ltd. 39
ALL STARTS WITH A
USER CASE
BE PRESENT
BULIDING THE STRUCTURE –
EASY
No need to start with a blank
page but with a professional
blueprint for a successful
webpage – individualize it with
your content – ready – publish.
The additional topics will be
integrated smoothly into your
design.
You can add a set of pages for
a team, your services, and a
guestbook within seconds
1/16/20151&1 Internet Ltd. 40
EASY IN-PRODUCT
SEO OPTIMIZATION
GET FOUND
Get top positioning on search engines!
Central starting point in the editor
Notifications about search engine ranking
Easy to use - perfect for beginners
The tool analyses your individual website and
helps you to be found
Choosing the right keywords
Optimisation of your website
Monitoring success
1/16/20151&1 Internet Ltd. 42
1&1 LIST LOCAL: ADDRESSES CHANGING
CONSUMER BEHAVIOUR
GET FOUND
85% of consumers search online for local
products and services (Searchengineland)
54% of consumers have substituted the Internet
and local search for phone books (comScore)
88% of consumers who search for a type of local
business on a mobile device call or go to that
business within 24 hours. (Google Mobile
Movement Study, 2011)
1/16/20151&1 Internet Ltd. 43
1&1 SOCIAL MEDIA HUB: CREATE A
FACEBOOK BUSINESS PAGE
INTERACT
“One-click” transform your website into a
business facebook page
Always up to date
One look and feel for consistent appearance
Automatic pre-filled with website content
COVER PHOTO
COMPANY LOGO
COMPANY NAME
ADRESS
1/16/20151&1 Internet Ltd. 44
MANAGE FACEBOOK CONTENT
UP-TO-DATE WITH 1 CLICK
INTERACT
Just one central point for online-apperance
management
Add optimized Facebook Tabs synchronized
with your MyWebsite with a click
Update content on your MyWebsite à Instantly
up-to-date on Facebook
1/16/20151&1 Internet Ltd. 45
300+ 3RD PARTY WEB APPS OFFERING
DIVERSE FUNCTIONALITIES
INTERACT
More than 300 Web Apps provide a variety of features, such as:
E-Commerce
Social Media
Marketing & Advertising
Multimedia
Analytics & Tracking
CRM
News & Content
Comments & Reviews
Chat
Forums
Contact & Feedback
…
1/16/20151&1 Internet Ltd. 46
1&1 MYSHOP: THE IDEAL E-COMMERCE
SOLUTION FOR SMBS
TRANSACT
Using of pre-defined
layouts and designs
Easy but powerful drag &
drop editor
Mobile optimized sites
Shop setup in a few steps
Product, order and
customer management in a
powerful backand
Interfaces for import and
export
Up to 1,000 products
All payment and shipping
options
Interface to eBay and
Amazon
Guaranteed availability
(99,9%) via geo-
redundancy
1/16/20151&1 Internet Ltd. 47
THE SECRETS OF ONLINE SUCCESS
DAY 1: THURSDAY 27TH
Time Speaker Position Workshop titles
11:00 Philippe Burki Verisign
12:00 Katrina Douglas Head of Marketing UK, 1&1 The building blocks of your online brand
13:00 Elias Rendón Benger Head of Product Management - MyWebsite DIY The key to creating your own professional website
14:00 Roundtable - The Ingredients of Online Success
15:00 Andreas Klenk Expert Product Management - eBusiness Unlock online sales with your own eShop
16:00 Marko Heijnen WordPress Specialists Discover the World of WordPress
17:00 Katrina Douglas Head of Marketing UK, 1&1 Reveal and understand your web audience
1/16/20151&1 Internet Ltd. 55
THE SECRETS OF ONLINE SUCCESS
DAY 1: THURSDAY 27TH
Time Speaker Position Workshop titles
11:00 Philippe Burki Verisign
12:00 Katrina Douglas Head of Marketing UK, 1&1 The building blocks of your online brand
13:00 Andreas Klenk Expert Product Management -eBusiness Unlock online sales with your own eShop
14:00 Elias Rendón Benger Head of Product Management - MyWebsite DIY The key to creating your own professional website
17:00 Katrina Douglas Head of Marketing UK, 1&1 Reveal and understand your web audience
16:00 Marko Heijnen WordPress Specialists Discover the World of WordPress
1/16/20151&1 Internet Ltd. 56