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These slides are from the 05/22/08 webcast:
Web Design for ROI: How Design Impacts the Bottom Line
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Contact usaquent.com877 227 8368
Web Design for ROI:How Design Impacts Effectiveness
Lance LovedayCEO
Sandra NiehausVP User Experience, Creative Director
More info & resources at:
www.WebDesignForROI.com
The Business Case for Design
The Business Case for Design
Conversion Optimization
The Business Case for Design
Conversion Optimization
Real World Examples
The Business Case for Design
Conversion Optimization
Real World Examples
Tools & Resources
The Business Case for Design
Fragmentation of Media –and Attention
Fragmentation of Media –and Attention
Fragmentation of Media –and Attention
TV Hurting
The Web - Now a Mass Medium
Advertisers Haven’t Caught Up
Influenceon Retail
of all retail sales are expected to be influenced by or made on the Internet by 2012
43%
Forrester: “The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012” and U.S. Dept. of Commerce
Influenceon B2B
of businesses use the Internet to research and findpotential vendors.
* Enquiro: “Business to Business Survey 2007.”
83%
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The Impact of Design on Credibility
of web users admit making judgments about the credibility of an organization based on the design of its web site.
Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003)
75%
The Impact of Appearance on Trust
Source: eMarketer, 2006
of U.S. online shoppers agree that they will distrust a site that doesn’t have a professional appearance.
68%
How Quickly Are You Judged?
Conversion Optimization
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
What Conversion Optimization
Can Do for You
The median conversion increase is 40% - 60%
increase in conversion rate (on average)
25% - 400%
35
OK, but is a smaller increase
worth the effort?
36
$24M annual salesIncrease conversions from 2.0% to 2.1%
= $1.2M incremental revenue
=1,100% increase in annual ROI
Better web sites make more money
What Does All This Mean For YOU?
Job Security
It’s all about using the right leverage...
40
...in the right places
How Design Attention is Allocated
How It Is
How Design Attention is Allocated
How It Is How It Should Be (based on ROI)
43
Real World Examples
44
45
Landing Pages
Landing Pages = Visitors’ First Impression of You
Use Consistent Imagery and MessagingBanner ad:
Landing page:
Banner Ad
Landing Page(where’s the offer?)
Provide What You Promised
Case Study –Home Page as Landing Page
New Landing Page with Segmenting Options
Result: 1500% increase in leads
New Landing Page with Segmenting Options
Case Study: Before
Case Study: After
Case Study: After
Result: 600% increase in conversion rate
Case Study: Before
Case Study: After
Case Study: After
Result: 200% increase in leads, no quality decrease
Some Landing Page Design Guidelines
• Separate from site – Focus attention• Extension of ad – Use consistent imagery & messaging• Fewer, more meaningful graphics• Compelling copy• Clear call to action• Fewer form fields (within reason)• Clear, prioritized buttons• Personalize when possible• Segmentation options
Shopping Cart / Checkout
Pop Quiz
What is the average shopping cart abandonment rate across all industries (US)?
A.28%B.59%C.46%D.34%
61
62
National average, across all industriesSource: MarketingSherpa E-Commerce study, 2006
Why Do We Abandon Shopping Carts?
63
Or just can’t figure out what to click next?
64
Buttons that all look the same
65
Prioritized & differentiated
66
Prioritized & differentiated
Case Study: Before
Case Study: After
Before
After
Before
After
Before
After
Result: 20% reduction to cart abandonment rate
After
Single-Page Checkout
You Know Single-Page Checkout Works When…
Some Shopping Cart / Checkout Process Design Guidelines
• Progress indicator• Thumbnail images displayed in cart• Automatic formatting of fields• Clear & helpful error messages• Prioritized buttons with clear wording• Providing all info about purchase – shipping, return info, etc.• Single-screen checkout
AVOID• Short time-out periods• Requiring ‘registration’ as a separate step
Conversion Optimization –
Tools & Techniques to Get There
Analytics
Make meaning
out of metrics
Usability Testing
Site Effectiveness Reviews
A/B Testing
A/B Testing
Multivariate TestingCompare multiple images…
…and multiple headlines
Multivariate Testing
Agency-focused tool for multivariate testing
Some Tool Vendors
• Usability Testing Software– Morae - www.techsmith.com/morae.asp
• Analytics Tools:– Google Analytics – www.google.com/analytics– Omniture – www.omniture.com– WebTrends – www.webtrends.com– CoreMetrics – www.coremetrics.com
• Multivariate Testing Tools:– Google Website Optimizer - http://services.google.com/websiteoptimizer/– OptiMost – www.optimost.com– Offermatica – www.offermatica.com– WideMile – www.widemile.com
Learn more at:www.WebDesignForROI.com
Learn more at:www.WebDesignForROI.com
You’ll receive:• A cool book to give your team, boss, or client• Humorous quotes and pithy writing• The business case for conversion optimization• Motivating case studies• Concrete design guidelines to test• Clear examples from a wide variety of sites• Clear “how to” technique and tool descriptions
“My advice? Read, review, implement and measure. The results will be worthwhile.-- Kelly Goto, Principal and Founder, gotomedia
"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money." -- Bryan Eisenberg, bestselling author of Call to Action
"Filled with practical design tips proven to increase conversion rates and improve your online results."-- Jeff Hackett, SVP, Online Sales, Wachovia
90
Read “Web Design for ROI”
Learn more at:www.WebDesignForROI.com
Learn more at:www.WebDesignForROI.com
You’ll receive:• A cool book to give your team, boss, or client• Humorous quotes and pithy writing• The business case for conversion optimization• Motivating case studies• Concrete design guidelines to test• Clear examples from a wide variety of sites• Clear “how to” technique and tool descriptions
“My advice? Read, review, implement and measure. The results will be worthwhile.-- Kelly Goto, Principal and Founder, gotomedia
"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money." -- Bryan Eisenberg, bestselling author of Call to Action
"Filled with practical design tips proven to increase conversion rates and improve your online results."-- Jeff Hackett, SVP, Online Sales, Wachovia
91
Read “Web Design for ROI”
Questions?