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Website SuccessIt isn’t Creative, if it Doesn’t Sell
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Carbon8
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
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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.
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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.”
“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.”
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The web is new but advertising is not.
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“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
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Would you want to watch a movie while sitting in this chair?
“If it doesn’t sell, it isn’t creative.”
David Ogilvy
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Is this site creative?
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Your website is your single most important
marketing asset yet…
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Usability…
Would you want to watch a movie while sitting in this chair?
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So what does the web research tell us?
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A whole hellofalot.
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Pricing!
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• 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!
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A Hostile ShoppingExperience
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Very well, if you positively can’t show pricing, then…
• Show price ranges• Show typical scenarios
• But avoid complex pricing calculators• Provide MSRP
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Be Wary of Trends
Parallax Design!
Parallax Issues
Load Times
Processor Overload
Doesn’t Work on Mobile
Motion-sickness
UsabilityEnjoymentSatisfaction
Visual Appeal
SEO
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Be suspicious of “everybody is doing it.”
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Carousels. Sliders. Rotating banners… whatever you call them
they don’t work!
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Show me the
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Show me the
Conversions!
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Designing for a conversion
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Don’t take before you give
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Don’t Assume What’s Common is Right
Most everyone does what’s on the left, and it’s wrong.
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And where should those field descriptions be?
Left Justified, Above the box.
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And how about those submit buttons?
They should align to where the user’s visual path ends.
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Target Screen Sizes have Changed
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Above the fold isn’t so simple
And depends on your audience
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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.
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Break Print Grammar Rules…
Very carefully.
Rule Break #2: Sentences in a
Paragraph
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Having said all of this…Users DO judge a book by its
cover.
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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!