Ecommerce Hands on Workshop - Tim Ash

Copyright © 2012 SiteTuners - All Rights Reserved.

Landing Page Optimization – Hands On Workshop

Tim Ash – CEO

Sao Paulo, March 16, 2013

Copyright © 2013, SiteTuners - All Rights Reserved.

• Best-practices website blueprints (tactical & strategic)

• Landing page test plans & strategy

• Internal optimization team mentoring & training

• More than 1200 clients since 2002

About SiteTuners


Overview

• Background

• The Seven Deadly Sins of landing Page Design

• The Matrix

• Roles

• Tasks

• AIDA

• Awareness

• Interest

• Desire

• Action

• Appendix: SiteTuners Strategic Conversion Jumpstart Overview


Background


What is Landing Page Optimization?

• Online Marketing Activities

• Acquisition – Get people to your site

• Conversion – Persuade them to take desired action

• Retention – Increase lifetime value of relationship

• Conversion Rate

• Percentage of visitors who take desired action

• Landing Page Optimization

• Improving conversion rate by testing website changes


When Testing is not Appropriate

• When problems are obvious – just fix them

• When there is not enough traffic

• When the traffic is too unstable/seasonal

• When the traffic sources are “spiky”


What is a Camel?

A Horse Designed by Committee


Who should design your site?

I.T.Marketing

AdAgency

Your Boss

Webmaster


None of the above…

Your website serves too many masters.It should be focused only on conversion.

I.T.Marketing

AdAgency

Your Boss

Webmaster

YOURWEBSITEVISITORS


Types of Landing Pages

• Main site• A page that is part of your corporate site (includes

global navigation and page layout template)

• Microsite• Special purpose site for single conversion action and

supporting information

• Stand-alone• Single page (may lead to a linear conversion

process)


Conversion Actions

• Advertising - ad revenue per page

• Click-through - click-through rate

• Education - time on site, number of page views

• Downloads or printouts - rate of downloads

• Form fills - rate of formfills

• Purchase - sale rate, revenue per visitor, profit per visior


Profit Impact of Conversion Improvement

PI = R x CIP x (1-VCP)

PI - Profit Improvement R - Annualized lifetime value revenue run rate VCP - Variable cost percentageCIP - Conversion improvement percentage


Impact of Improved Conversion Rate

Profit impact is disproportionate if marketing is your only cost

Cost - $1.00 Value - $1.25Profit - $0.25

A 20% increase in conversion rate…

Cost - $1.00 Value - $1.50 ($1.25 x 120%)Profit - $0.50

…will DOUBLE your profits!


The Seven Deadly Sins of

Landing Page Desing











Before


After


Before


After


Copyright © 2013, SiteTuners - All Rights Reserved.146 clickable links!




Before


After

+ 51%+ $48,000,000


Before


After

+ 17%















+ 58%


+ 40%


7 Deadly Sins Recap

• Unclear call-to-action• Too many choices• Asking for too much information• Too much text• Not keeping your promises• Visual distractions• Lack of trust


Multiple Sins Case StudyCREDO Mobile









The Matrix



The Matrix

Getting the right people,

through the right activities,

in the right order.

The Matrix = Roles x Tasks x AIDA


Roles

Visitor classes who interact with the mission-critical parts of your site.


Sample Roles - 1 of 2

• Plumbing-supply company• retail customers (looking to buy an individual replacement part)

• plumbing contractors (need an array of parts for a specific customer job)

• wholesale buyers and real estate developers (need large volume price breaks and extended payment terms)

• Dating service

• prospective member (has not signed up yet)

• new member (has paid but has not set up a complete personal profile)

• experienced member (has done multiple searches and contacted other members)


Sample Roles - 2 of 2

• Educational-saving-plan provider• future recipients (children under age 18)

• parents of recipients (who typically establish the plan)

• relatives and friends (who may contribute money to the plan)

• Consumer e-tail company• new visitors (who have not been to your site before)

• returning visitors (who have been there but have not bought yet)

• first-time buyers (trying to complete their first purchase)

• repeat buyers (who already have their information stored in your system)

• e-mail list members (who have signed up to hear about future special offers)


Example Roles


Tasks

Specific activities that a visitor in a particular role wants to complete.


Sample Tasks

• Insurance comparison site

• Find three, $1-million term life insurance quotes for a healthy 30-year-old single man living in California.

• Network security company

• Download and open the whitepaper on “Remotely Diagnosing Security Threats.”

• E-commerce site

• Determine the cost of a Model-XYZ laptop computer when configured with the optional DVD drive.

• Photo-sharing site

• Activate your free account and upload a picture from your local computer.


Example Tasks

• Prospective travelers

• Book a flight

• Booked travelers

• Check in online

• Check your flight status

• View or change your flight


Defining Roles & Tasks

[Participant Exercise]


“AIDA”

• Awareness (Attention)

• Interest

• Desire

• Action


Common Awareness Problems

• Banner ads

• Entry pop-ups

• Cluttered homepages


Awareness Squandered…

146 clickable links!


… Focus on Visitor’s Goals


Keys to Creating Awareness

• Stop screaming at your visitors

• Eliminate choices

• Unclutter what remains


The Rules of Web Awareness

• If you can’t find something easily, it does not exist

• If you emphasize too many items, all of them lose importance

• Any delay increases frustration


The Rules of Web Interest

• Understand who I am

• Self-selection into roles

• Understand what I am trying to do

• Need-recognition into tasks


Typical Desire Activities

Do you have what I want?

• Research

• Compare

• Get details

• Customize


Frustrating User Experience …


Helpful Research

Context sensitive search wizard

• Text

• Category

• Brand

• Size

• Color

• “On Sale” & “New”


The Rules of Web Desire

• Make me feel appreciated

• Make me feel safe

• Understand that I am in control


Action Stage Considerations

Why should I get it from you?

• Brand strength

• Previous resource investment - “satisfycing”

• The total solution

• Risk reducers & credibility


Example - Unhelpful Risk Reducers


Example - Helpful Risk Reducers


Example - Credibility & Validation


Example - Credibility & Validation


The Rules of Web Action

• Get out of my way

• Make it easy

• Don’t surprise me


Poor Transaction Design (1 of 2)


Poor Transaction Design (2 of 2)


Better Transaction Design*

*However – best solution is to remove registration requirement altogether.


Example - Transaction Interruption


Finding Missing AIDA Pieces

[Participant Exercise]


Appendix:SiteTuners

Strategic Conversion Jumpstart Overview


Strategic Conversion Jumpstart Summary

The Strategic Conversion Jumpstart is designed to maximize the benefit from conversion rate optimization activities via a comprehensive end-to-end website redesign blueprint.

It covers all mission-critical pages (those involved in the main conversion flows), as well as creating the information architecture for the site.

It may involve changes to your business strategy, site structure, and conversion goals on the website. The post-Jumpstart website implementation is not included and is the responsibility of the client.


Milestone 1

Kick-off Meeting – During the course of the meeting we will review an extensive list of questions designed to ensure SiteTuners understands your business background to the level that we need for a successful project.


Milestone 2

Problem Identification – We will present our findings regarding the sitewide conversion issues, and grade your site against several “use case” scenarios that represent common tasks performed by your website visitors.


“Use Case” Definition

A “use case” is a user experience design term indicating an

important or typical interaction with a system. In the case of a

website, it represents an important or common task that your

visitors will be trying to accomplish.

The use case is presented by SiteTuners from the perspective of

your visitor and includes a narrative description of their thought

process and emotional frame of mind.


Example Use Case

Upload Photos for safe storage and later sharing

Success Grade: D

Specific Task & Intent: A woman has just returned from a family vacation.

• She wants to upload photos of her trip to possibly later share with friends.

• Since some photos are on her iPhone, she’d like to be able to upload images

from both her PC and her iPhone.

• Security is very important to her – she’ll want to share photos only with friends.


• Our visitor logs into his account and is taken to the

“My Albums” page.

• He wants to quickly find a way to allow his friends to

upload photos to his album. He does not want to

simply give his friends his username and password.

• Looking around on the page, he sees the “Sharing”

button in the “My Gallery” section, and clicks on the

drop down menu.

• Upon clicking, he’s presented with these options.

• None of these choices seem appropriate, so he

continues looking elsewhere on the page.

Use Case 1 Sample Page of Use Case Narrative


Milestone 3

Information Architecture & Wireframes – We will present the proposed new information architecture or page flow, along with wireframes for important pages. You will have the opportunity to provide one round of feedback which we will incorporate into the final wireframes.


Milestone 4

Visual Mockups - We will present the visual mockups of a subset of the previously developed wireframes. You will have the opportunity to provide one round of feedback which we will incorporate into the final mockups.


Milestone 5

Photoshop Files – Mockup designs will be delivered in layered Photoshop file format after receipt of your final payment.


Milestone 6

Implementation Reviews - Also included is a block of post-project consulting time to help ensure that the design is properly interpreted and to address any questions that arise during your implementation. These consulting hours must be used within a specified time window after the delivery of your Photoshop files.


Express Review - Special Offer

• 45 or 90-min interactive review of landing page

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of page

http://Express-Review.com – Starting at only $699

Mention “BRAZIL” after you order to get $100 off

(order before March 30, 2013 by credit card)

Copyright © 2013, SiteTuners - All Rights Reserved. Company Confidential – Do Not Redistribute Without Written Authorization.

2013 - San Francisco – Paris - Chicago – Boston – London - Berlin

Tim Ash

TomDavenport

MichaelSummers

BryanEisenberg

PatrickBultema

JakobNielsen

AmyAfrica

BJFogg

SteveKrug

JaredSpool

RogerDooley

SusanWeinschenk

BrianMassey


Q&A and Contact Info

[email protected]

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

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Ecommerce Hands on Workshop - Tim Ash

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