Website Considerations CFAA June 2011

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Canadian Apartment Properties Real Estate Investment Trust

Website Considerations


CFAA June 2011

CAPREIT

Are You Using the Basics?


Not a question of
IF

you have a website, but
HOW

you
develop,
use
and
leverage your site


Focus on
business functionality, user experience and ROI


What do you need?


How
do people find
you?


W
hat
did they
do?


H
ow
did it
work?

“An entire generation is growing up that will never

dial a 1
-
800 number for customer care”

CAPREIT


Scope your needs, goals and investment appetite


Marketing vs sales or operational needs


Functionality in phases (brochure ware vs online interaction)


Scalability


Examine other sites for ideas


Choose your supplier


Experts are needed


Industry vs functional knowledge importance


References (project management, technical, design and branding)


Transition some future work in
-
house


Get yourself educated


Assess Needs

CAPREIT

Design and Build

Think about:

1.
Importance of your brand


Brand is the perception your audiences have of your
company


Not just colours and layout


First impressions are important

2.
Wireframes and flow of functionality

3.
Storyboards of design

4.
User experience and acceptance testing

5.
Ease of management (CMS)



CAPREIT

Website


Search Engine Marketing

What good is your website if nobody finds it?


Traditional marketing (your website is on everything)


get found by Google, 14 billion searches on Google each month


80
-
90% of people research online


Paid Placement is something to consider


can get expensive, but good if highly focussed in a non competitive
market place


explore free tools to help manage campaigns in terms of budget

and effectiveness


SEO should be forefront
decision making from the design stage

CAPREIT








Where should you spend your money


SEO

*2010 seomoz survey of


SEO experts

CAPREIT

Website


Measurement and Analytics



Many tools to choose from


What is your level of commitment, understanding, needs and
budget (Google
Analytics,
Ominture
,
WebTrends

etc)


Point is


Just do the measurement and follow
-
up

CAPREIT

Website


Measurement and Analytics

How do people find you?


Look at where your visitors are

coming
from



What did they do ?


how many and what pages were viewed?


how long was spent on site?


where did they exit the site?



How did it work?


set goals and change usability to monitor
progress


Traffic Sources Overview

“I know half of my advertising dollars are wasted…

I just don’t know which half.”


Charles Warnock

CAPREIT

Final Thoughts


Know where you want to go first. Then figure out the right
tools and suppliers
to achieve it.


Have a short term and long term strategy.


Generate company wide buy
-
in, measure it, talk about it.


We
are living in exponential times.


Enjoy!

“Failure is not fatal, but failure to change might be.”


John Wooden



CAPREIT




t.macpherson@capreit.net

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