Web Site Makeover - Usability Case Studies

Slide 1: Web Site Makeover or, Increase your site’s conversion

Slide 2: Who we are: 39 people and a hand puppet Bret Giles, President Rich Spinabella, Senior User Experience Engineer

Slide 3: Why consider a makeover?

Slide 4: Why consider a makeover?

Slide 5: Why consider a makeover?

Slide 6: What we will do: An ongoing commentary (Bret and me), hopefully interactive (you): • Conduct a whirlwind tour of industry sites • Step through the user experience of a User experience typical apartment-finding site best practices sprinkled throughout • Examine one site in excruciating detail • Summarize what you can do for yourself

Slide 7: How we do it (part 1): We consider real data: Research provides the foundation for our 135 website best practices. Analytics give us specific data about real site conditions. Testing and measurement give us real-world information. We analyze what the data means: Marketing demographics and psychographics help us develop personas about our target audience. Business goals provide context.

Slide 8: BP: Build community BP: Be credible BP: Anticipate customer needs

Slide 9: BP: Prioritize your content

Slide 10: BP: Present clear calls to action

Slide 11: BP: Keep the user ‘on the scent’

Slide 12: BP: Build community BP: Segment your audience

Slide 13: BP: Tell people who you are BP: Motivate your audience

Slide 14: BP: Provide value BP: Communicate your content

Slide 15: BP: Differentiate your offering BP: Anticipate customer needs

Slide 16: BP: Motivate your audience BP: Speak to your audience

Slide 17: BP: Differentiate your offering BP: Anticipate customer needs

Slide 18: BP: Anticipate customer needs BP: It’s about the content

Slide 19: BP: Anticipate BP: Present clear customer needs calls to action BP: Communicate your content

Slide 20: BP: Keep important content ‘above the fold’ (especially on the Home page)

Slide 21: BP: Provide a clear path to completion BP: Make it easy for the customer

Slide 22: BP: Anticipate customer needs BP: It’s about the content BP: Anticipate customer needs

Slide 23: BP: Present clear calls to action BP: It’s about the content BP: Make it easy for the customer

Slide 24: BP: Anticipate customer needs BP: Make it easy for the customer BP: Present clear calls to action ?

Slide 25: BP: Present clear calls to action BP: Don’t distract the customer if they are doing what you want them to do

Slide 26: How we do it (part 2): First, we’ll look at existing site pages and assess them against best practices. Tear it down Second, I’ll show you some simple redesigns to improve usability and conversion. Build it up

Slide 27: Thank you Gina Scheffel Hamilton Zanze & Co.

Slide 46: Too broad… Too narrow… Golf Course

Slide 58: The landing page

Slide 59: 10 Things to Increase Your Conversion 1. Make your Home Page clear and direct. Differentiate. 2. Identify your target audience and write for them. 3. Provide value for your audience and answer their questions. Be transparent. 4. Create a clear ‘path to completion’ for the things your audience want to do. Remove obstacles! 5. Put an appropriate call to action on every page.

Slide 60: 10 Things to Increase Your Conversion 6. Provide a ‘scent trail’ throughout your site. 7. Build urgency into your message. 8. Use creative design to enhance, not obscure, your site. 9. Build your site ‘search engine friendly’. 10. Test and use analytics to measure and monitor your performance.

Slide 61: Thank you! Bret Giles Rich Spinabella