• Graham Henrickson

Is Your Website 2 or More Years Old?

If so, then chances are it's passed its used-by-date.


The world wide web has changed brand marketing and consumer behaviour

UNIFORM RESOURCE LOCATOR (URL)

When public commercial use of the internet first began in 1989 there were just 500,000 users. No one could have predicted the impact this would have on global culture and commerce. With its inception, the internet has given rise to new methods of brand marketing along with fundamental changes in consumer buying behaviour.

While consumers have been quick to adopt the internet as a source of information to help make their buying decisions, they’ve been more cautious to use it as a means to purchase and pay for them. With improved online data security and generational change, this is expected to increase dramatically.


To have any hope of surviving in the digital world, a business or brand must have a Uniform Resource Locator (URL); commonly called a website or web address. For many industries its already impossible to do business without one. As for the rest, it’s a matter of time.

STYLE, DESIGN AND FUNCTIONALITY

But, simply having a website is no guarantee of success even for the biggest brands in town. That’s because online success depends on innovation and creativity rather than size and location. To be successful a website needs to attract new visitors, encourage them to stay and give them reason to return. This is achieved through a mix of style, design and functionality, and each is equally important.


Style, design and functionality are time dependent. So, what’s considered stylish today may not be in 3 years’ time. It’s the same for design, while functionality is subject to the pace of technological change.

At present, two years appears to be the typical life expectancy for a website. But who can afford a new and improved website every 2 years?


NEW APPROACH

This prompted idResults to develop a new approach to web strategy and design. Rather than contracting web-designers, idResults now uses free website templates; the real game changer in online services. These are currently sourced from wix.com; a leader in the field.


As well as the latest contemporary website designs, WIX offers an extensive library of free high-quality images and video as well as a range of Apps. that provide the latest website functionality on a pay as you go basis.


The free templates provide a basic framework that's transformed by idResults into a customised website; made possible by the Company's strategic marketing expertise, brand management experience and consumer insight.


RETURN ON INVESTMENT

idResults holds the view; that a website should add value to a business and is adept and maximising a websites ROI. As well as a window to a business, a website should define the brand, engage consumers, inspire followers and improve efficiency. Integrating a blog, implementing email marketing, online bookings and purchasing as well as links and live feeds to social media sites are well within the capabilities of WIX and the skillset of idResults.


ONE WEBSITE, 2 VIEWS

For almost 20 years, the internet was only accessible using a desktop or PC and websites were designed accordingly. But with the launch of smart-phones and then smart-devices, internet access was made available to new categories of products. With smart-phones and many devices, the screens is significantly smaller than a typical PC. So, to achieve the best results and performance, most websites need to be reconfigured, the design adjusted, and the content simplified to fit the screen and better suit the user as well.


It’s important to note that smart-phones and devices now account for over 50% of internet traffic and this figure is growing. To ignore this would run the risk of frustrating and turning off at least 50% of the market. That’s why when idResults builds a website, it start with the PC view first. Once agreed and approved this is then modified for smart-phones and devices – one website with 2 views.


SEARCH ENGINE OPTIMISATION (SEO)

Some argue it should be done first and others put it last. idResults considers it to be a continuous process with some aspects done at the start, some during and others at the end with regular reviews every 6 to 12 months.


SEO involves meta tags, key words, headings, descriptions, hyperlinks and images. Each one is used by search engines and can affect where your website will appear in the search results. idResults has been working with the WIX SEO WIZ and Google Analytics for some time and is able to assist or complete the task in total, depending on the clients’ needs.


SAVE UP TO 40%

So far to date, this new approach has reduced the costs to clients of building a new website by up to 40% without compromise to quality, design or the brand experience. The timeline is shorter, the process is smoother, and the results have levelled the playing field with the big-end-of-town.




Below are some important statistics you should be aware of and will help to explain the idResults approach:


  1. As of January 2019, there were 21.74 million internet users in Australia (87% of the Australian population) and 93% use it every day.

  2. Online purchasing represents 9% of total Australian retail sales and has been increasing by at least 10% p/year while store sales have been growing by approx. 3%.

  3. Australian internet users spend an average of 5.5 hours p/day using internet services, (approx. 3 hours viewing streaming services/broadcasts, 45 minutes streaming music, and 1.5 hours on social media).

  4. 18 million Australians are active users of social media websites (69% of the population).

  5. Facebook is the most popular platform in Australia, with a relatively stable audience of 16 million.

  6. Data downloaded with mobile devices grew by 40% from June 2017 to June 2018.

  7. The prevalence of smartphones and downward pressure on the costs of mobile data plans means that data downloads with mobile devices will continue to increase.

  8. In 2009, mobile phones accounted for 0.7% of all web traffic. In 2017 it was 50.3%.

  9. Google is the No.1 search engine in Australia, holding a market share of 95% as of May 2019.

  10. When starting an on-line experience, 93% begin with a search engine and 75% of Google users never scroll past the first page of search results.

Source - Australian Internet and Social Media Statistics – 2019 Usage Data

by Ewan Watt 21 June 2019