Website Marketing Evolution: 1990s-2020s

• Amazon.com exemplifies how essential websites are in marketing
• Starting as garage-based business shipping books, it has become an e-commerce giant
• It is guided by customer obsession, passion for invention, commitment to operational excellence, and long-term thinking
• Amazon.com's success stems from innovative delivery, easy purchasing, online returns, searchability, recommendations, and integrated marketing

Website Evolution and Value

• Today, nearly every organization needs a website
• Value creation is the goal, but mastery is rare
• Website nature has evolved significantly since the 1990s

From 1990s to 2020s: A Shift in Website Trends

• 1990s: Pop-up ads, Flash, animation, 3D text, and visitor counters were common; companies like AT&T spent $30k/12 weeks on Hotwired
• 2000s: Myspace.com and Altavista.com were popular
• 2010s: Google.com, Amazon.com, YouTube.com, Facebook, and Twitter rose to prominence; websites became accessible on various devices
• 2020s: Expect more existing and emerging technologies
• Websites offer value to customers, organizations, and society as part of the marketing strategy
• Marketers should strive for exceptional customer experience at all touch points

How Websites Provide Value

• Giving info for consumer decision-making
• Be a source of sales
• Provide 24/7 automated customer service
• Enhance brand image
• Be part of an organization's integrated marketing communication (IMC) strategy
• Gather customer insights to help make better marketing decisions
• Be a source of competitive advantage and differentiation
• Build digital trust through disclosures, detailed content, and interesting design
• Provide broad consumer choice and variety
• Facilitate social interaction
• Enable digital marketers to engage in socially responsible actions

Website Marketing Objectives

• Specific website objectives are crucial for organizations and their portfolios
• Digital marketing strategy should align with broader objectives
• Websites can enhance retail sales, provide valuable information, or improve brand perception
• Websites serve multiple marketing goals, and overall digital marketing objectives

Maximizing Conversion Through Websites

• Effective for increasing website conversion such as e-commerce sales or membership sign-ups
• Amazon's conversion metric is primarily a sale
• Key text elements such as "New Releases", "Shop women-owned businesses", "Try," "Learn more," "Shop," and "Top Deal’
• Increase sales by 6.5% which provides improved access to information and ordering of valuable products and services for consumer
• Increasing exposure by 23% make it easy to make choices about brands
• Improving customer service increases service resolution by 28%
• Increasing subscription rates by 5% leading to the customer's receipt of a subscription with high perceived value

The Conversion Goal

• Encourage attention and improve customer engagement through offerings such as Prime Membership
• The consumer may subscribe to a service and become a long-term customer if they perceive value
• Displaying value is important, highlighting new glasses with fresh styles, colors, 30-day returns, and a 100% satisfaction guarantee
• Lead customers to conversion and through the conversion funnel through techniques such as effective information display

Creating Effective Landing Pages for Conversions

• Provide information on webpage that consumers arrive through ads
• Landing page should show relevant and up-to-date content, based on an understanding of customer values

Gaining Customer Insights

• Websites can offer valuable consumer data, crucial for gaining insights
• Tools like Google Analytics are essential for understanding visitor behavior

Google Analytics

• Includes tools to understand website usage and improve visitor experience
• Installing Google Analytics via a tracking code is crucial
• It enables scanning data on each page and sending it to reports
• Google Analytics offers reports providing consumer and their website activity insights

Customer Insights with Analytics

• Tools reveal consumer behavior for improved experiences and conversion
• Tracking interactions, like website visits, page views, purchases, returns, and time spent
• Data from analytics tools and website databases provide customer details, purchase history, and customer feedback for digital marketing

Enhance Retention and Loyalty

• Determine optimal website strategies for customer retention
• Measure how often and how much customers buy through accounts and web tracking
• Subscription models allows ensure retention strategies and offer options such as free shipping, money guarantees and easy cancellation to critical conversion leading to customer retention

Leverage Membership Programs

• Tailored options for customers' needs to cultivate loyalty and increase chances of repurchase
• Customer retention is measurable with website analytics, sales, and purchase data that inform strategies
• Offering points with purchases increases customer satisfaction
• Provide easy point redemption, VIP access, and a clear picture of point value and statuses of their loyalty programs
• Display a promising picture that can drive customers to return so they can make a purchase

Establishing Expertise Through Websites

• Websites help businesses market as experts through recognized certifications and industry standards
• Provide high-quality service to increase customer regard

Provide Interactive Sales and Exceptional Customer Service

• Websites provide tools for interactive sales and customer service
• A website can process orders, respond to customers and process returns
• A website allows you to purchase and return at any time of the day or night

AI-Powered Customer Service

• Artificial Intelligence (AI) is rapidly advancing in providing product recommendations and customer service
• AI-powered chatbots provide personalized experiences and answer questions

Revolutionizing Customer Support with AI Chatbots

• Enable chatbot to resolve issues without human interaction
• Websites such as Amtrak.com uses a chatbot to easily guide questions or specific pages on website
• Utilizing natural language processing, websites may refer the customer to a live customer service representative to handle the issue, where necessary
• Levi.com utilizes an AI chatbot to provide virtual stylist services anytime

Interactive Options and Virtual Integration

• Provide services that enable customers to have a try before they buy experience
• Creating interactive experiences-opportunities for customers-can enhance a website overall

Virtual and Innovative Experiences

• Virtual try-on websites reduce the need to physically visit store
• Some virtual services allow upload of photo or taking of customers picture and trying different options

Build Brand Image, Reputation, Trust, and Credibility

• Well designed Website can build positive brand perceptions
• Positioning brands relative to competition
• Use websites to differentiate brands

Build Trust Through Transparency

• Ensure websites clear communication
• Showcase points of brand differentiation websites
• Communicate core values in the brands mission and visual branding

Display Informational and Engaging Visuals

• Website brands display benefits and differentiate new features of innovative products
• Apple uses demonstrations experiences through Apple TV+, Apple Music, Apple Fitness+, and Apple Arcade to consistently display its promise consistently

Building Creditability

• Use digital platforms, customer testimonials and security to assist customers
• Build and maintain website for reliability
• Build trust from potential customers

Provide Information

• Communicate information about products and companies
• Provide extensive details exceeding traditional retailer environments
• Establish goals to drive considerations, strategies, and tactics for digital marketing

Website Marketing Considerations, Strategies, and Tactics

• Successfully outline steps to strategically and efficiently manage website objectives
• Key areas to consider are website creation and proper strategies

Plan For Website Integration

• Plan who to collaborate on the website to maintain success
• Have expert external designers when the organizations lack internal resources
• Depending on the needs of the business websites can effectively assist growth

User Friendly Platforms

• Platforms, such as Wordpress, Weebly and Wix, give users pre designed steps to create effective content
• They offer content addition and management tools to support the business

Optimize Content

• Range of language and programming enable any user with proper knowledge ability to thrive in the area
• Platforms tools such as HubSpot and Adobe offer a range of services for the website optimization

Mobile Friendly Applications

• Allows all transactions and activity optimized to the specific mobile devices
• Customer relationships are increased on mobile platforms
• Website creators can maintain consistent screen sizes across mobile devices

Mobile-First Optimization and Design

• Design and optimize your websites for mobile devices
• Utilize proper web space as domain names to further achieve marketing strategy

Website Accessibility

• Design websites to facilitate an ease in access
• Allow quick key word searches for Search Engine Optimization(SEO Domain SEO and Optimization

Optimize Site's Performance

• Search engine optimized domains assist the process
• Consider use of key words when choosing a website
• Consider length when choosing a website to avoid difficult searching

Domains for Security

• Domains require registration to assist data optimization

• Some domains restrict others from accessing features Brand and Image Considerations:

• Before registration, access how the image and service brand name will be utilized

• Choose the website' s name to be the most effective for the brand and image of the product

Domains for Security

• Trademark ownership considerations
• Protect from Trademark infringement
• Protect ownership.

Add Website Services

• Innovate website through new emerging technology:
• Websites can increase function through bill pay, chatbots, and other developing integrations
• Innovation to grow as a business
• Be aware and utilize new features and service

Website Marketing Considerations, Strategies, and Tactics cont.

• Accessibility standards enable all people to use the website -Design websites to function for those who can't see or hear effectively for best experience

Global Integration

• Language barriers are important to consider
• Financial consideration depend on duties and quotations

Building In Website Privacy and Security

• Website privacy and security need to be taken seriously Data protection: follow all guidelines and policies

Privacy and security

• Collect personal data from customers requires high caution
• Protection from theft and security considerations

Website Audit and Testing

• Test website integration by performing regular assessment
• Loading speeds: check for any errors and ways to improve the user interactions
• Mobile and Accessibility performance checks

Website Design Strategies and Tactics

• Plan Website designs for UX " User Experience" UX-Focused strategies:
• Ensure satisfaction of the consumers to build creditability

Focus on Goals

• Plan user needs when integrating a UX designs
• Achieve website goals and enhance marketing objectives
• Website design needs consumers
• Prioritize the UX and how website design helps consumers

Aesthetics of UX

• Aesthetic principles enhance and establish user creditability
• UX follows several design principles to provide more

UX Design Principles and Effects

• UX assists the navigation for consumers
• Design of UX creates a feeling while consumers are on website
• Faster website browsing will increase productivity for consumer -
• Design creates organization and enhanced overall experiences
• Efficient UX enhances and improves all design types

Focus on Content

• Structure and implement code and tools on UX designs
• Allows navigation to maintain consistent information access

Use of Media

• UX may also have a design in a certain area to create brand creditability
• Important and valuable information and focus points for information processing
• Balance between value and appeal

Information Architecture (IA) Design

• Enhance marketing value to website user
• Designs consider content objective and the targeted market
• Allows websites to effectively engage an increasingly technological world

Responsive Web Design (RWD)

• Enhance ability to customize for device type or style Mobile Optimization:

• Maintain easy to use access and control points with effective navigation

• Detect screen sizes depending on the format the user's device has

Progressive Design

• Enhance user experiences and stay at the forefronts of website design strategy
• Build high levels of traffic and design with the proper UX

Micro-Animations

• Include small details of a marketing website to increase marketability
• Can bring website to life with features
• Include action and engage website user in certain areas

Minimalism

• Utilize simplistic design of website for ease of access and marketing
• Highlight brand message while being effective
• Efficient use of tools and clear navigation can lead to a positive experience
• Diligence on color to improve image. As chapter 3, color convey emotions

Image and Design

• Design websites to utilize all marketing material
• High-quality images enhance consumer opinion
• Use small short, videos to impact high-quality user engagement

Engagement with Potential Consumers

• Allow for video usage to make the consumer feel engaging
• Uploading videos and allow for testimonials

Strategies for Action

• Enhance videos to have a call to action tool
• Integrate design to build a recognizable platform
• Build marketing and UX effectiveness

Enhance Website Marketing

• Create and sustain high qualities UX to assist design patterns
• Be adaptable and flexible depending on the site and product usage
• Utilize smart video for engagement

Website Promotion Strategies

• Launch quality control marketing and name website for success
• Allow customers to create web pages and optimize
• Plan promotional strategies

Website Content

• Value is crucial to success and SEO Set Key Objectives:

• Implement designs to assist business decisions

• Highlight the aspects for each objective

Implementation Strategies

• High-quality value with trust for consumer
• Utilize optimized sites for the value
• Highlight the information

Effective Marketing

• Address website by target information Consumers benefit from all content

Language Style

• Design the website to be readable for all users
• All language styles influence decisions

Strategy Plan

• Base and plan of design will provide consistent brand influence
• Maintain consist voice in all communications

Interactive Content & Media

• Implementation of media depends on company styles
• Video games enhance experience Dynamic Content
• Change web based in relation to user interaction and behavior
• Connect with CRM system to better the business

Search Engine Optimization (SEO) Content

• Search engine optimization can have websites thrive
• Content in code implementation
• Optimize search rate in the marketplace

Content Currency

• Build high quality traffic for each website that's on trend
• Plan a high level traffic for website, do not update for fake or useless reasons
• Maximize website by attracting new traffic and building market share

Legal and Ethical Content

• Ensure privacy, guidelines and regulation are followed for the user
• Implement rules for each applicable source to protect users

Website MarketingAnalytics

• Data tracking to improve website performance
  • Analytics can measure traffic analytics

Google and Analytics

• Assess marketing website performance
• Provide information and insight relating to reaching consumers, etc

Reports on Website Performance

• Analytics of charts of graphs
• Number of website visitors
• Total revenue

Reporting

• Customized and updated metrics related to consumer interaction
• Data from new and returning useds

Tracking - Revenue - Monetization

• Understand how the website performs finnacially
• Total amount of revenue and profits

Reviewing Tech

• Percentage based in system and browsing software
• Understand and assess high and low performances

Tracking Design Strategies

-What were the successes?

• What can be improved with data?
• What were the trends from the analysis

Explore the evolution of website marketing from the 1990s to present, covering design, functionality, and success metrics. Understand key lessons from early digital marketing and strategies for future website marketing contributions. Learn about incorporating video backgrounds and AI for customer conversion.