CREATING A DESIGN & USER EXPERIENCE THAT DRIVE CONVERSION

WELCOME

User Experience Forum 2013

AGENDA

Introductions!!Increasing conversion through usability design!Some examples!Know your users - start with personas and user goals!The elements of interactive design!How modern technologies have driven increased conversion!Some examples!Mobile user experience!!Break!!Peer review of websites

INTRODUCTIONS

About Top Floor!!

•!14 years of digital marketing!•!Website design & development!•!Search engine marketing!•!Web analytics and conversion optimization!•!Branding and rebranding!•!Online content marketing!•! Integrated marketing!•!Digital support of trade shows and events!

INTRODUCTIONS

About Shane Fell!!

•!18 years of marketing and business development experience!

•!With Top Floor Technologies since 2002!•!Spearheaded the launch of Top Floor’s

ongoing series of Internet marketing educational seminars!

•!Worked with numerous TFT clients to help create a vision for their web marketing strategy!

•!Featured speaker on a variety of online marketing subjects!

INTRODUCTIONS

About Clay Konnor!!

•!20 years digital marketing experience!•!Nationally featured speaker on the topic

of user experience design!•!Designed hundreds of websites!•!User experience design for brands such

as The Gap, Bombay Company, Motorola, Northwestern Mutual, Honeywell, ADP, GE Healthcare, Farmers Insurance!

WEBSITE AS HUB OF MARKETING

10 MOST EFFECTIVE B2B MARKETING CHANNELS

PROGRESSION OF WEBSITE GOALS

10-15 years ago …“Quick, we need a Web site!” !

!4-8 years ago …“Okay, now that we have a Web site, how do we get people to find it?” !

!Today …“Now that people are on our Web site, how do we engage them and get them to do what we want them to do?” !

THE IMPACT OF INTERNET TECHNOLOGIES ON MARKETING

SUCCESS FORMULA

Page Visits x Conversion Percentage = Results

1000 x .06 = 60

INCREASING CONVERSION THROUGH UX DESIGN

“Usability • making sure that something works well: that a person of average (or

even below average) ability and experience can use the thing – whether

it’s a website, a fighter jet, or a revolving door – for its intended purpose without

getting hopelessly frustrated”

THE IMPACT OF USABILITY ON CONVERSION

--Steve Krug - Author

defining usability

DEFINING USABILITY

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

• The component most under your control!• Delivers the biggest bang for your buck!• Exponential effect on bottom line!• You get the benefit… forever!• Competitive advantage!• Customer loyalty goes to the best user experience

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

• Companies that have engaged in conversion!enhancement initiatives have seen average increases of 25%-600% or more!!

• The median conversion increase is 40-60%!!

-- Jakob Nielsen’s report “ROI on Usability”

which had greater conversion?

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

familiar top nav

contact info

brief headline simple

instructions

stock photo of happy person

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

removed all nav

replace entire header of site with just logo

replace stock photo with

actually relevant image!!

remove alternate

contact info

more detailed copy about

offer

simplify layout to two columns

and shade form column

big submit button - only

button on page

after testing:!less copy

worked better

visual parity to online ad

Conversion Increase = 600%

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Conversion Increase = 58%

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Conversion Increase = 2%

why it matters

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

A Measly 2%?!

effects on the bottom line

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Design Option 1 Click and Load Site

Option 2Asynchronous Site

Budget 1,000,000 1,000,000

Traffic 1,000,000 1,000,000

CPC $1 $1

Conversion Rate 3% 5%

Sales 30,000 50,000

Average Revenue Per Sale $100 $100

Total Web Sales $3,000,000 $5,000,000

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

What do users “think” about UX?

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Web users who have a positive user experience on your site are:!!

•!Twice as likely to return to the site!•!Four times as likely to report enhanced brand opinion. •!Four times as likely to make a future purchase.!!

22

32

36

Did not trust the site

Forms required too much information

top reasons for site abandonment

Found it difficult to locate products or information

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

24

4554

717476

Unsubscribe from

promotions and emails

Never purchase from the company

View the company negatively

Complain to others

Complain to company

the consequences of poor design

Never visit the

site again

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

increased importance of usablity to users

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

18

29

2224

1313

2120

2007 2010

Ease of conversion

Ease of use (usability)

Security andconfidence

Confirmation of action

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Creating a user experience that enhances

Discovery

Recovery

Context

Feedback

Experimentation

Comparison

Collaboration

A SUCCESSFUL WEBSITE

!•!Based on strategic planning!•!Targets and serves content to identified personas and use cases •!A look and feel that establishes trust and confidence in the brand!•!Provides sufficient content to engage the user!•!Built to perform in search engines!•!Communicates clearly with visitors!•!Provides sufficient content to engage the user!•!Built to maximize conversion!•!Built around known personas and user goals!•!The website allows users to manipulate information “their way”!•!Paths to user goals are obvious and guide users!•!Conversion is easy!•! Is built with a focus on user experience

KNOW YOUR USERS

!•!You are not your user! ! •!Users have different goals than each other! •!Users have different goals than you! •!Users don’t care as you do

Your CEO?

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

More $ales -Excellent!

Your Sales Team?

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

Everyone who visits our

Website must register and provide all of their contact information.

Your IT Department?

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

Why would we want any images on

our Website?

Your Users?

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

'To Start Press Any

Key'. Where's the ANY key?”

GET TO KNOW YOUR USERS

Do not rely solely on internal views and opinions to design your website or online marketing!

Who are your target customers?!What are their goals on you website once they are there?!What roles do they play?!How does your product/service help them?!What questions do they ask when considering your offerings?!What can they accomplish on your Website?!What industries are they in?!What is their education?!How technically savvy are they?!

GET TO KNOW YOUR USERS

How do we deliver information to them in the methods that are most meaningful and useful to each?!

Conduct a persona study

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

Conduct a persona study

WHO ARE YOU BUILDING YOUR WEBSITE FOR?

WHAT FRUSTRATES USERS?

!•!Anything that slows the path to their goal! •!Intro pages! •!Ambiguous navigation! •!Long navigation paths! •! Page loads! •!Long forms! •!Registration without benefit! •!Difficult conversion once goal is identified!!•!Each time you make a user think too much you risk

abandonment

GET TO THE POINT

!•!Users scan, search engines read!•!Users should be able to quickly understand what

each piece of content is about!•!Users need clear direction to their personal goals

MAXIMIZE CALLS TO ACTION

!•!Navigation is consistent and obvious!•!Navigation guides users in methods most

meaningful to them!•!Clear user paths - don’t overwhelm users with

choices!•!Test your design for every identified persona

FOLLOW KNOWN BEST PRACTICES

!•!What site is this?!•!What page is this?!•!What are the major sections of the site?!•!What are my options at this level?!•!Where am I in relation to other information on the site?!•!How can I find what I’m looking for?!•!How can I make comparisons?!•!How can I convert?

FOLLOW KNOWN BEST PRACTICES

•!A consistent navigation scheme!•!A call to action on every page!•!Calls to action are placed in logical user flow!•!Visual hierarchy that is known and tested to

optimize performance!•!User controls are obvious and guide users!•!User controls that match user goals!•!User controls that speed and ease a user’s

process

surface

skeleton

structure

scope

strategy

visual design!interface design

user experience!navigation design

content requirements technological requirements

user needs!marketing objectives

concrete

abstract

INTERACTIVE DESIGN PROCESS

information architecture

Building delivery methods for content that facilitate user goals

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

the early webCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Your competitor’s

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

The modern methodCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.095.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.001.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.473.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.422.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Web pages feel more responsive by exchanging data with the server behind the scenes so that the entire page does

not have to be reloaded to give information.

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

some examples - empowering the user

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

some examples - empowering the user

robust, user-centric navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

robust, user-centric navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

robust category navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

robust product informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

robust service informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

user criteria navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser criteria navigation

CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser assist wizards

CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser assist wizards

content customizationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

robust product comparisonCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

segmented, actionable search resultsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

self validating formsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

inline functionalityCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

single page checkout with progress indicatorCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

matching user goalsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

predictive searchCREATING A USER EXPERIENCE THAT DRIVES CONVERSION

A WORD ABOUT MOBILE

A WORD ABOUT MOBILE

A WORD ABOUT MOBILE

• An average of 29% of B2B traffic is coming from mobile devices!• 73% increase year-over-year and a 244% increase

from 2011!• 28% of B2B executives use their mobile phones or

tablets to research business purchases and decisions online!

A WORD ABOUT BUSINESS TO BUSINESS

MOBILE USER EXPERIENCE

MOBILE USER EXPERIENCE

USER EXPERIENCE TESTING

conversion optimization

Continuing analysis aimed at improvement

Examine user behavior and conversion results to identify ares of improvement

User experience testing

Implementation of changes based on testing

Begin the process again...

USER EXPERIENCE TESTING

!•!Types of testing! •!A-B Testing! •!Multivariate Testing! •!Small Sample Testing •! Full Persona / Use Case Testing

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

conversion completion rates

59

5048

40

Optimized navigation

Persona based design / usability

Single page or process

for conversion

Average conversion

performance of well-

designed site

effects on the bottom line

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

Design Option 1 Hierarchical Navigation

Option 2Filtered Navigation

Budget 1,000,000 1,000,000

Traffic 1,000,000 1,000,000

CPC $1 $1

Conversion Rate 3% 5%

Sales 30,000 50,000

Average Revenue Per Sale

$100 $100

Total Web Sales $3,000,000 $5,000,000

effects on brand perception

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

which had greater conversion?

CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

thank you