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Improving Conversion Rates &
the Role of CMS
Spring 2006


Nick Stocks – Director
Overview

Generating better conversion rates


Examples


CMS Overview


The role of CMS


Questions
Question

How many members of the audience are content with their
website’s conversion rates?
Why don’t websites work?
Contributing Factors


•Poor content                                  •Poor Usability
    •Lack o...
Why don’t websites work?
Poor objective setting
What is the primary objective of your website?
     •Generate leads?
     ...
Why don’t websites work?
Poor market segmentation
Who are my main target markets?
    •Prospects
         •How are they se...
Why don’t websites work?
An exercise


1 - Write down your websites primary objective.


2 - Now review your website from ...
Improving Website Results
The Importance of Usability

We know what the website’s objectives are

We know who our visitors...
Improving Website Results
An Example of poor Usability

The top 20 e-commerce websites were reviewed from a usability pers...
Improving Website Results
The Importance of Usability


Online surveys can be used to understand online customer experienc...
Usability


Most important
requirements


Pre – expanded
navigation


Calls to action


Main content
within visible
window
Target Markets


Tourists


Business people


Businesses


Weddings
Target Markets


Tourists
Business
people


Businesses


Weddings
Target Markets


Tourists


Business people


Businesses


Weddings
Target Markets


Tourists


Business people


Businesses


Weddings
Usability


User
Requirements
catered for


Key items
pushed


Clear calls to
action


Clear information
Usability


Target markets
catered for


Specific calls to
action


Clear information


Varied options
Usability


Clear instruction


Use of graphics to
highlight required
fields


Use of dropdown
menu to save
time


Privacy...
Usability


Quick selection
via radio buttons


Ability to add
further comment


Newsletter
subscription
Target Markets


Startups


Growing
businesses


Businesses
requiring support
Target Markets


Startups


Growing
businesses


Businesses
requiring support
Target Markets


Startups


Growing
businesses


Businesses
requiring
support
Usability


Existing
user login


Visitor
interest


Prospect
info


Signup


News
Usability


Easy
navigation


Ordered in
logical
steps


Clear calls
to action


User
Feedback


Main nav
Actions


Visible
process


Bite sized
chunks


User
guidance


Clear layout


Clear call to
action
Actions


Simple information


Immediate data
capture


Easy to complete


Links to secondary
services /
objectives
Improving Website Results
Usability Tips


Writing text for websites – Jakob Nieilsen
http://www.useit.com/alertbox/9710a....
Improving Website Results
In a nutshell…


- Clearly understand the objectives of the website
- Monitor and track results ...
Question
How many members of the audience currently utilise a CMS?
Question
What are the benefits?


-To your business?
-To your website visitors?
CMS Overview
What are the benefits of a CMS?


-To your business?                       -For your website visitors?
   -Co...
CMS Overview

                  Pain           Major
                 Barrier        Website
                 Broken      ...
CMS – Improving Conversions
Regularly Changing Content


- Special offers
- Product / service information
- Addition of do...
CMS – Improving Conversions
                         Joomla CMS


                         Adding content


              ...
CMS
      Intergage CMS


      Adding content


      Easy options


      WYSWYG text box
CMS
      4T2 4ORCE CMS


      Publish & Remove dates


      *Also note meta tag control
CMS
      4t2 4ORCE CMS


      RSS feed
CMS
      4t2 4ORCE CMS


      RSS feed viewed in
      the Sage RSS
      reader
CMS
      4t2 4ORCE CMS


      RSS feed
      administration


      * Note – control to
      allow viewers to
      add...
What is RSS?
RSS – Where can I find it?


                             Syndic8.com


                             Newsisfree.com
CMS Costs?
How Much Should I Spend?


- There are many options available

                     SME Average Expenditure
   ...
Summary

CMS can greatly improve companies website management / presence


Results are dependent upon clearly understandin...
Thanks For Listening


Any Questions?


Nick Stocks
Internet-dept Ltd               Download this seminar from :
Office: 0...
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
Improving Conversion Rates & the Role of CMS
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Improving Conversion Rates & the Role of CMS

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Nick Stocks of Internet-dept., Regularly presents for Business Link on e-marketing topics. Here he presents on improving conversions rates and the role of CMS

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Transcript of "Improving Conversion Rates & the Role of CMS"

  1. 1. Improving Conversion Rates & the Role of CMS Spring 2006 Nick Stocks – Director
  2. 2. Overview Generating better conversion rates Examples CMS Overview The role of CMS Questions
  3. 3. Question How many members of the audience are content with their website’s conversion rates?
  4. 4. Why don’t websites work? Contributing Factors •Poor content •Poor Usability •Lack of required information / detail •Disorganised content •Badly written •Too Passive •Difficult navigation •Lacking compelling calls to action •Confusing / misleading titles •Weak contact information •Too many items •Can’t be found •Lack of secondary / tertiary navigation •Poorly optimised • Bad design •Ineffective offline marketing •Homepage / internal page layout •Bad use of colour / images / graphics
  5. 5. Why don’t websites work? Poor objective setting What is the primary objective of your website? •Generate leads? •Build brand? •Deliver information? •Sales support? •Direct sales? •Customer support? •Forum? •Resource? Are there any secondary objectives? What are they?
  6. 6. Why don’t websites work? Poor market segmentation Who are my main target markets? •Prospects •How are they segmented? By product, by need? •Are they buyers / researchers? •Regional variations? •Customers •Existing / New? •Feedback? Support? •Resources? •Researching / Purchasing?
  7. 7. Why don’t websites work? An exercise 1 - Write down your websites primary objective. 2 - Now review your website from the perspective of it’s different user groups – •Is the objective of the company / website immediately clear? •Are you clearly directed towards fulfilling the primary objective? (is it quick & easy?) •Are you given the information / guidance required? •Are there clear benefit statements / calls to action? (What’s in it for me?) •Can I easily make contact / communicate at any stage, and am I encouraged to do so? •Am I engaged?
  8. 8. Improving Website Results The Importance of Usability We know what the website’s objectives are We know who our visitors are, and what they are looking for. The 3rd main obstacle to conversion is – USABILITY •Microsoft now has a large team of usability professionals with user experience ‘embedded in multi-disciplinary teams’. •On average, user experience components account for 8-12% of budget on typical larger projects these days.
  9. 9. Improving Website Results An Example of poor Usability The top 20 e-commerce websites were reviewed from a usability perspective. Mothercare Site Product: Baby car seat home>>Safety - This has no car seats. home>>Travel - This, however, has 39 different car seats. Insights: A single cross-link from safety to travel could prevent potential loss of sales.
  10. 10. Improving Website Results The Importance of Usability Online surveys can be used to understand online customer experience and performance in terms of factors such as: • Download speed • Navigation • Quality of content • Barriers to action • Areas of confusion • Design / Architecture feedback Online surveys can be good for targeting problem areas.
  11. 11. Usability Most important requirements Pre – expanded navigation Calls to action Main content within visible window
  12. 12. Target Markets Tourists Business people Businesses Weddings
  13. 13. Target Markets Tourists Business people Businesses Weddings
  14. 14. Target Markets Tourists Business people Businesses Weddings
  15. 15. Target Markets Tourists Business people Businesses Weddings
  16. 16. Usability User Requirements catered for Key items pushed Clear calls to action Clear information
  17. 17. Usability Target markets catered for Specific calls to action Clear information Varied options
  18. 18. Usability Clear instruction Use of graphics to highlight required fields Use of dropdown menu to save time Privacy information
  19. 19. Usability Quick selection via radio buttons Ability to add further comment Newsletter subscription
  20. 20. Target Markets Startups Growing businesses Businesses requiring support
  21. 21. Target Markets Startups Growing businesses Businesses requiring support
  22. 22. Target Markets Startups Growing businesses Businesses requiring support
  23. 23. Usability Existing user login Visitor interest Prospect info Signup News
  24. 24. Usability Easy navigation Ordered in logical steps Clear calls to action User Feedback Main nav
  25. 25. Actions Visible process Bite sized chunks User guidance Clear layout Clear call to action
  26. 26. Actions Simple information Immediate data capture Easy to complete Links to secondary services / objectives
  27. 27. Improving Website Results Usability Tips Writing text for websites – Jakob Nieilsen http://www.useit.com/alertbox/9710a.html Eye tracking study of web readers http://www.useit.com/alertbox/20000514.htm
  28. 28. Improving Website Results In a nutshell… - Clearly understand the objectives of the website - Monitor and track results / performance - Ascertain KPI’s (key performance indicators) - Ensure all results are tracked (including offline) -Regularly review results and contemplate improvements -Improve usability -Improve action / feedback options
  29. 29. Question How many members of the audience currently utilise a CMS?
  30. 30. Question What are the benefits? -To your business? -To your website visitors?
  31. 31. CMS Overview What are the benefits of a CMS? -To your business? -For your website visitors? -Control of site -More up-to-date content -Admin delegation -(generally) more content -Immediacy -Stronger consistency -Makes site management easier -Control of MetaData -Implementation of new technologies
  32. 32. CMS Overview Pain Major Barrier Website Broken Investment Site Delight Factor Disdain Peaks Declining Company / Site product Reference or market change
  33. 33. CMS – Improving Conversions Regularly Changing Content - Special offers - Product / service information - Addition of downloadable documentation - News updates - Image library - Recruitment - PR area - Event information - RSS Feed management
  34. 34. CMS – Improving Conversions Joomla CMS Adding content Easy options WYSWYG text box Tabbed page options
  35. 35. CMS Intergage CMS Adding content Easy options WYSWYG text box
  36. 36. CMS 4T2 4ORCE CMS Publish & Remove dates *Also note meta tag control
  37. 37. CMS 4t2 4ORCE CMS RSS feed
  38. 38. CMS 4t2 4ORCE CMS RSS feed viewed in the Sage RSS reader
  39. 39. CMS 4t2 4ORCE CMS RSS feed administration * Note – control to allow viewers to add comments
  40. 40. What is RSS?
  41. 41. RSS – Where can I find it? Syndic8.com Newsisfree.com
  42. 42. CMS Costs? How Much Should I Spend? - There are many options available SME Average Expenditure (development of full CMS Website) 2k 10k 50k+ Simple solutions (e.g. macromedia contribute / CMS modules) - Enterprise CMS systems can manage workflow / deliver multilingual sites etc.
  43. 43. Summary CMS can greatly improve companies website management / presence Results are dependent upon clearly understanding website objectives & target markets Review website architecture / navigation / content from a usability perspective Design the site to draw visitors towards required actions Break down data capture / processes into easy chunks Give clear guidance
  44. 44. Thanks For Listening Any Questions? Nick Stocks Internet-dept Ltd Download this seminar from : Office: 08707 513 915 www.businesslinkwessex.co.uk/ict www.internet-dept.com www.internet-dept.com/resources Email: nick@internet-dept.com
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