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CREATING A DESIGN & USER EXPERIENCE THAT DRIVE CONVERSION
WELCOME
User Experience Forum 2013
Friday, April 5, 13
AGENDA
Introductions
Increasing conversion through usability designSome examples
Know your users - start with personas and user goalsThe elements of interactive designHow modern technologies have driven increased conversion
Some examplesMobile user experience
Break
Peer review of websites
Friday, April 5, 13
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
Friday, April 5, 13
INTRODUCTIONS
About Clay Konnor
•!20 years digital marketing experience•!Nationally featured speaker on the topic of
user experience design•!Designed hundreds of websites•!Worked with brands such as The Gap,
Bombay Company, Motorola, Northwestern Mutual, Honeywell, ADP, GE Healthcare, Farmers Insurance
Friday, April 5, 13
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
Friday, April 5, 13
WEBSITE AS HUB OF MARKETING
Friday, April 5, 13
10 MOST EFFECTIVE B2B MARKETING CHANNELS
Friday, April 5, 13
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?”
Friday, April 5, 13
THE IMPACT OF INTERNET TECHNOLOGIES ON MARKETING
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SUCCESS FORMULA
Website Visits x Conversion Percentage = Results
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INCREASING CONVERSION THROUGH UX DESIGN
Friday, April 5, 13
INCREASING CONVERSION THROUGH UX DESIGN
Friday, April 5, 13
“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
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DEFINING USABILITY
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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
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
• Companies that have engaged in conversionenhancement initiatives have seen average increases of25%-600% or more
• The median conversion increase is 40-60%
-- Jakob Nielsen’s report “ROI on Usability”
Friday, April 5, 13
which had greater conversion?
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
familiar top nav
contact info
brief headlinesimple
instructions
stock photo of happy person
Friday, April 5, 13
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
Friday, April 5, 13
after testing:less copy worked
better
visual parity to online ad
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Conversion Increase = 600%
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
Conversion Increase = 58%
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
Conversion Increase = 2%
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
Conversion Increase = 2%
why it matters
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
A Measly 2%?!
Friday, April 5, 13
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 $1.00 $1.00
Conversion Rate 3% 5%
Sales 30,000 50,000
Average RevenuePer Sale $100 $100
Total Web Sales $3,000,000 $5,000,000
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CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
What are some attributes of a good website?
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
What are some attributes of a good website?
What are some attributes of a bad website?
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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.
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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
Friday, April 5, 13
76 74 71
5445
24
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
Friday, April 5, 13
increased importance of usablity to users
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
18
29
2224
1313
2120
Ease of conversion
Ease of use(usability)
Security andconfidence
Confirmation of action
2007 2010
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CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Creating a user experience that facilitates:
Discovery
Recovery
Context
Feedback
Experimentation
Comparison
Collaboration
Friday, April 5, 13
A SUCCESSFUL WEBSITE
•!Based on strategic planning•!Targets specific, measurable goals•!Has 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•! Is built with a focus on user experience
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•!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
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
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
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WHO ARE YOU BUILDING YOUR WEBSITE FOR?
More $ales -Excellent!
Friday, April 5, 13
Your CEO?
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
More $ales -Excellent!
Friday, April 5, 13
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Everyone who visits our
Website must register and provide all of their contact information.
Friday, April 5, 13
Your Sales Team?
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Everyone who visits our
Website must register and provide all of their contact information.
Friday, April 5, 13
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Why would we want any images on
our Website?
Friday, April 5, 13
Your IT Department?
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Why would we want any images on
our Website?
Friday, April 5, 13
WHO ARE YOU BUILDING YOUR WEBSITE FOR?
'To Start Press Any
Key'. Where's the ANY key?”
Friday, April 5, 13
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
Friday, April 5, 13
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?
Friday, April 5, 13
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
Friday, April 5, 13
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
Friday, April 5, 13
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
Friday, April 5, 13
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?
Friday, April 5, 13
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
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surface
skeleton
structure
scope
strategy
visual designinterface design
user experiencenavigation design
information architecture
content requirementstechnological requirements
user needsmarketing objectives
concrete
abstract
INTERACTIVE DESIGN PROCESS
Friday, April 5, 13
Building delivery methods for content that facilitate user goals.
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
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the early webCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
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CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
Your competitor’s site!
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
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The modern methodCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
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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
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
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
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
some examples - empowering the user
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
some examples - empowering the user
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
some examples - empowering the user
Friday, April 5, 13
robust, user-centric navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust, user-centric navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust category navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust category navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust product informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust service informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust service informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust service informationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
user criteria navigationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser criteria navigation
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser criteria navigation
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser criteria navigation
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser assist wizards
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser assist wizards
Friday, April 5, 13
CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONuser assist wizards
Friday, April 5, 13
content customizationCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
robust product comparisonCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
segmented, actionable search resultsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
segmented, actionable search resultsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
segmented, actionable search resultsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
segmented, actionable search resultsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
self validating formsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
inline functionalityCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
inline functionalityCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
single page checkout with progress indicatorCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
matching user goalsCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
predictive searchCREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
A WORD ABOUT MOBILE
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A WORD ABOUT MOBILE
Friday, April 5, 13
MOBILE USER EXPERIENCE
Friday, April 5, 13
MOBILE USER EXPERIENCE
Friday, April 5, 13
MOBILE USER EXPERIENCE
Friday, April 5, 13
MOBILE USER EXPERIENCE
Friday, April 5, 13
USER EXPERIENCE TESTING
conversion optimization
Continuing analysis aimed at improvement
Friday, April 5, 13
USER EXPERIENCE TESTING
conversion optimization
Continuing analysis aimed at improvement
Examine user behavior and conversion results to identify ares of improvement
Friday, April 5, 13
USER EXPERIENCE TESTING
conversion optimization
Continuing analysis aimed at improvement
Examine user behavior and conversion results to identify ares of improvement
User experience testing
Friday, April 5, 13
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
Friday, April 5, 13
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...
Friday, April 5, 13
USER EXPERIENCE TESTING
•!Types of testing •! A-B Testing •! Multivariate Testing •! Small Sample Testing •! Full Persona / Use Case Testing (Morae Testing)
Friday, April 5, 13
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
Friday, April 5, 13
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
Friday, April 5, 13
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 $1.00 $1.00
Conversion Rate 3% 5%
Sales 30,000 50,000
Average RevenuePer Sale $100 $100
Total Web Sales $3,000,000 $5,000,000
Friday, April 5, 13
effects on brand perception
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
which had greater conversion?
CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Friday, April 5, 13
thank you
Friday, April 5, 13