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Crafted SEMINAR IS YOUR WEBSITE LOSING YOU MONEY?
2. Barnie Mills Head of Design verb [ with obj ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object. 3. What the next 35 minutes are about Using design to engage users and increase site conversion Quite a lot of common sense Some tools to check the results Hopefully, a way to remember everything 4. Somewhere easy to find and to get to Somewhere that your date will be comfortable with Somewhere that suits the occasion 1. Choose a venue 5. Where are they from? Where they come from should dictate where they go? Source Medium Google organic/cpc/referral Bing organic/cpc Facebook referral Google shopping cpc Yahoo organic/referral Outlook direct 6. The homepage (Arranging to meet under the clock at Waterloo Station) Easy to offer a wide range of options Expectation is not as clearly defined Harder to plan in advance Image by Elliott Brown ell-r-brown (Flickr) 7. Landing pages (Arranging to meet at the cinema) Expectation is predefined We have a much better idea of what is going to happen Photo: ScypaxPictures, www.flickr.com 8. I want one of these! Theyre fancy! 9. Fairly self-explanatory - fashionably late wont work 2. Turn up on time 10. Page load We could have failed before weve started Every second loading = 0.65 increase in bounce rate! 11. Mobile The pre-date traffic jam! Consider image use Consider what is really important 12. No, you cant just ignore it! 20% of adults own a tablet Mobile Operators Association (MOA) and YouGov Over half of Britain owns a smartphone (Ofcom) 13. People form an opinion of others within 30 seconds First impressions are hard to reverse! 3. Make a good first impression 14. Online it is even more important The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds 15. The 5 second rule 16. Image by Daniel Oines dno1967b (Flickr) 17. Am I in the right place? Is the core message obvious? Can I see a reference to what Im looking for? 18. Am I interested? Does it meet my expectations at first glance? Do I care / empathise in any way? 19. Do I trust you? Is the site well presented Does the site look professional Can I see any evidence that the site is trustworthy? Image by Tattoo_Lover tattoos-nu (Flickr) 20. What next? Is there a clear call to action? Is there an obvious way to explore the site further? 21. A quick 5 second example 22. www.wiggle.co.uk What activities does this site cater for? What are 3 of the companys USPs? 23. Passing the 5 second test 24. Dress appropriately! Image from allfancydress.com 25. Dealing with devices How will your content display? How will users interact (touchscreens)? 26. So which device should I target? 40+ Android devices launched last year We cant be certain of the page size anymore 27. Breakpoint 1 28. Breakpoint 1 29. Breakpoint 1 30. Breakpoint 1 31. Breakpoint 2 32. Breakpoint 2 33. Breakpoint 2 34. Breakpoint 3 35. Breakpoint 3 36. Breakpoint 3 37. Breakpoint 4 38. Breakpoint 4 39. Breakpoint 4 40. Breakpoint 4 41. Breakpoint 4 42. Responsive web design Adapts to suit screen size Agnostic to device (in the most part) A single site to maintain A single set of analytics Google recommends responsive for mobile 43. Trust marks 44. Clear Calls to action 45. Calls to action (CTAs) What is a call to action? (I probably flash and play the theme from The Apprentice every 30 seconds) 46. Call us today 0800 123 456 47. The easy wins BIG PROMINENT ISOLATED AFFORDANCE (its form describes its function) COMFORT ( I struggled with a clever acronym!) 48. Bringing it all together. The over-achiever 49. Quality conversation Be interesting & relevant Empathise 4. Build trust, build the relationship 50. Clear signals refining CTAs Good looks will only get you so far Learn More (About what exactly? It is a bit vague) 51. Try Blind Date Free 60 second sign up (What have I go to lose?) An improvement 52. However for most of us having a clear, concise call to action simply isnt enough on its own. 53. The art of conversation 54. build trust build empathy build desire Your content should 55. Consider related subjects Be interesting Be relevant Dont just talk about yourself 56. Social proof. What do other people think? 57. Design patterns. Clear signals again 58. Not quite! Image: Flickr, IrishFireside 59. Anti-patterns The awkward handshake or unexpected hug! Click here Tiny targets Beware the Novel Notion (the designers shame!) 60. A time and a place for innovation Dont re-invent the wheel Be consistent in your approach Avoid the awkward handshake! Image by Grant Mitchell anachronism_uk (Flickr) 61. Its difficult to regain lost trust Long term relationships reap greater reward Always keep trying to improve Sometimes a surprise is good 5. You can just as easily lose trust 62. Beyond first conversion New vs Returning New visitors Returning visitors 63. Welcome to the club Newsletters and Accounts 64. Keep in touch 65. Customer benefits (Its all for them, honest) Membership benefits offers, promotions Faster payment Make them feel special 66. Who really benefits? Know your customer Target them more efficiently Increase customer value 67. Dont forget old fashioned customer service! Keep your promises Keep the human touch Give a bit extra Just be nice! 68. There is no silver bullet 69. Testing assumptions 70. 40% Increase in conversion 71. 55% Increase in conversion 72. Testing toolkit 73. Summary 74. Blind date 1. Choose a venue 2. Turn up on time 3. Make a good first impression 4. Build trust, through conversation 5. Remember, its very easy to lose trust! 75. Thank you, any questions? 76. Crafted SEMINAR Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: [email protected] London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk 77. Crafted SEMINAR Iconography from The Noun Project iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean), Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari), Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere), Credits
