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Web 1.0: Information : Aestetics Web 2.0: Actions : Doing the Business Web 3.0 Processes based on structure : Front End for web based business infrastructures

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26% of SMEs have no website and of those that do 49% are unhappy with it. There were too many fly-by-night cowboys out there in the late 1990s. I think many of those SMEs that don't have a website attempted a website in the past but lost the will to live. Head of ISME 44% of businesses found commissioning a website to be a frustrating or confusing experience 41% thought web designers tried to confuse them with jargon I think I am getting business off my website but I have no idea how much. Quote from Feasibility Study respondent I would love to be able to buy a good solution for SME that would pull together the various ICT elements that I need to my business in the most cost efficient and time saving way, it would be a no brainer. Quote from Feasibility Study respondent

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Painful to get website created Website doesnt do the business #1 #2

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Poor structure to the low volume processes Log jams due to content hold ups and face to face meetings with decision maker Uneven outcomes as many are done as nixers

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SME Owner/managers find tools too confusing or not relevant to what they should be doing day to day for the success of their business. Witness poor take up of Google Apps and Office Live amongst SMEs

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No agreed performance measures/metrics for acceptable pay back from live websites Poor understanding by SMEs of commitment required to successfully funnel meaningful business off the web Effective Search Engine Optimisation and Pay Per Click campaign management way beyond the budget of average SMEs Results in SMEs not regarding their website as a meaningful channel to market

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Websites that read your customers mindread Decision Acceleration Technology

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Remove initiation holdups - Collecting Your Input via Webex Meeting Accelerates collection of customers input Remove Content Holdups - OMNILibrary Optimised word content for specific industries and standard pages Remove Key Decision Maker Hold Ups - Consult & Build over Webex 60 minute build in front of the Customers eyes through build session facilitated by an OMNICONSULTANT

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How does OMNISERVE introduce Pay Back metrics for the first time ever? First we need to familiarise ourselves with some Key Concepts in relation to website effectiveness

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Why do Humans do things Need State Need State Target Actions Target Actions How do Humans use the web to satisfy Need State? Google Lexicon Gulf Google Lexicon Gulf Iconic Memory Iconic Memory Satisficing Satisficing Motivation Architecture Motivation Architecture You like potato and I like potahto, You like tomato and I like tomahto Continue

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Is a behavioural psychology term that describes the current focus of a human at any given time in response to a need they have such as hunger, desire to travel, project to complete. Two implications for the web LET VISITOR KNOW THAT YOU CAN MEET THEIR NEED STATE How do you find out what the potential customers need state is?..Easy ..Its what they type here DO NOT ALLOW ANYTHING TO IMPEDE SATISFACTION OF NEED STATE By showing clear & immediate routes to completion of Target Actions you satisfy the need state and prevent cognitive downsizing(induced by cortizol) which leads to irrational decisions (such as deserting your website despite having invested considerable time on it) and keyboard mashing. Key Concepts A map has no intrinsic value beyond helping satisfy a need state

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The completion of Target Actions (such as buying something or making a booking) leads to satisfaction of current need state, the paths to Target Actions are provided by Navigation links. Target Actions hierarchy Need State Message Key Concepts

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However when searching for Target Actions in Google to satisfy their need state, humans are driven by what appears to them to provide the most likely path to the solution. You like potato and I like potahto, You like tomato and I like tomahto Potato, potahto, Tomato, tomahto, Let's call the whole thing off Key Concepts What the human calls it in Google What the human meansWhat the service provider calls it and put in their SEO low cost accommodationI want a cheap break Bed & Breakfast emergency plumberMy pipes have burst Plumbing Services book keeperI need someone to do my accounts Accounting Services

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Steve Krug - In reality when seeking services on the web most of the time we dont choose the best optionwe choose the first reasonable option, a strategy known as satisficing. Likelihood of carrying out target action on your website to satisfy current need state Time invested by qualified visitor on website (seconds)qualified Key Concepts

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Motivation Architecture is concerned with using intimacy words to lead the visitor to emotionally identifying with the website being viewed and then using power words (NLP) and calls to action to lead the potential customer to take action. Key Concepts

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Human Decision Making Inanimate environments such as the web means the brain uses pre-attentive Iconic Memory + Broca's Area to seek satisfaction of Need StateBroca's Area Attributes in a web browsing context Key Concepts Processing of alternatives Not Rational due to haste of Iconic memory system Pattern matching in milliseconds Page view restricted by Visual Acuity 3 second countdown leads to 70% to 90% bounce rate on websites

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Payback = Conversion Rate

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Liam Liam is a busy self employed painter with a wife and 1 child. Eileen Eileen owns a B&B in Cashel that has recently had significant money spent on its upgrading

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People looking to book accommodation in the Tipperary area. Organic + Accommodation Providers Statistics from GoogleShare of Searches Average Bounce Rate from click throughs Google Organics70%75% Google Adwords30%50%

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He types into Google low cost accommodation cashel. However Eileen has optimised her site for Bed and breakfast as a result Eileen doesnt APPEAR on the first page and has no chance of competing for his business. Then Liam types weekend break tipperary and again due to the Lexicon Gulf Eileen is no where to be found in the results. ld like a cheap weekend away down in Tipp

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A for APPEARING Low web visibility due to the lexicon gulf, poorly configured SEO and no pay per click ads As a result of A - Eileen gets this % of the potential market onto her website

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Liams eye scans her home page looking for matches that his ICONIC memory associates with his search term (NEED STATE) such as low cost accommodation special offer Identity removed

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B+ for Bounce Rate As a result of little attempt to match the incoming need state of Liam, Eileen gets a B + with bounce rates of 50%+ As a result Eileen gets this % of the landing visitors to stay on her website

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To complete the TARGET ACTION of booking a weekend away he clicks the Rates page to satisfy his low cost requirement. He sees passive information with no Call to Action and BOUNCES Identity removed

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C- for Conversion Low conversion rate as visitor is not sufficiently motivated by the site to undertake the Target Action. Eileen gets this % of the landing visitors to complete the target action on her website

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A Low Appearance for potential customers B + High Bounce rate as little attempt made to match need state of website visitor C Low Conversion rate as paths to Target Action are not prioritised in navigation and no Motivation Architecture motivating potential customer toward completion of Target Action Off Page FactorsOn Page Factors Back

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Because Eileen is serious about her business she becomes a customer.

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100% increase in qualified visitors 50% increase in people carrying out the Target Actions that underpin her website And she can verify all this in real time via her MyPayback control panel

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weekend break cashel ld like a cheap weekend away down in Tipp

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A + B C + Compare

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AppearingBounceConversion Database of lexicon terms ensures that the OMNISERVE customer has the best possible chance of appearing for a search that is relevant to what they offer. Database of Target Actions and H1 messages that match Need State. Every time a visitor clicks on any link to a Target Action or Heading 1 in any OMNIWEBSITE it updates its popularity in the entire OMNISERVE database. Motivation Architecture message database The most effective messages gain in the ranking in the database and as result are displayed more often.