0
Crafted
SEMINAR
IS YOUR WEBSITE
LOSING YOU MONEY?
Barnie Mills
Head of Design
verb [ with obj ]
exercise skill in making (something):
he crafted the chair lovingly | (as ad...
What the next 35 minutes are about
• Using design to engage users and increase site conversion
• Quite a lot of common sen...
• Somewhere easy to find and to get to
• Somewhere that your date will be comfortable with
• Somewhere that suits the occa...
Where are they from?
Where they come from should dictate where they go?
Source Medium
Google organic/cpc/referral
Bing org...
The homepage
(Arranging to meet under the clock at Waterloo Station)
• Easy to offer a wide range of options
• Expectation...
Landing pages
(Arranging to meet at the cinema)
• Expectation is predefined
• We have a much better idea
of what is going ...
I want one of these!
They’re fancy!
• Fairly self-explanatory - fashionably late won’t work
2. Turn up on time
Page load
We could have failed before we’ve started
Every second loading =
0.65 increase in bounce rate!
Mobile
The pre-date traffic jam!
• Consider image use
• Consider what is really important
No, you can’t just ignore it!
20% of adults
own a tablet
Mobile Operators
Association (MOA) and
YouGov
Over half of
Britai...
• People form an opinion of others within 30 seconds
• First impressions are hard to reverse!
3. Make a good first impress...
Online it is even more important…
The average
time spent on
a webpage is
25
seconds
On average,
visitors only
read around
...
The 5 second rule
Image by Daniel Oines “dno1967b” (Flickr)
Am I in the right place?
• Is the core message obvious?
• Can I see a reference to
what I’m looking for?
Am I interested?
• Does it meet my expectations
at first glance?
• Do I care / empathise in any way?
Do I trust you?
• Is the site well presented
• Does the site look professional
• Can I see any evidence that the
site is t...
What next?
• Is there a clear call to action?
• Is there an obvious way
to explore the site further?
A quick 5 second example…
www.wiggle.co.uk
• What activities does this site cater for?
• What are 3 of the company’s USPs?
Passing the 5 second test…
Dress appropriately!
Image from allfancydress.com
Dealing with devices
• How will your content display?
• How will users interact (touchscreens)?
So which device should I target?
• 40+ Android devices launched last year
• We can’t be certain of the page size anymore
Breakpoint 1
Breakpoint 1
Breakpoint 1
Breakpoint 1
Breakpoint 2
Breakpoint 2
Breakpoint 2
Breakpoint 3
Breakpoint 3
Breakpoint 3
Breakpoint 4
Breakpoint 4
Breakpoint 4
Breakpoint 4
Breakpoint 4
Responsive web design
• Adapts to suit screen size
• Agnostic to device (in the most part)
• A single site to maintain
• A...
Trust marks
Clear Calls to action
Calls to action (CTAs)
What is a call to action?
(I probably flash and play the theme
from The Apprentice every 30 seconds)
Call us today
0800 123 456
The easy wins…
• BIG
• PROMINENT
• ISOLATED
• AFFORDANCE (its form describes its function)
• COMFORT
( I struggled with a ...
Bringing it all together.
The over-achiever…
• Quality conversation
• Be interesting & relevant
• Empathise
4. Build trust, build the relationship
Clear signals – refining CTAs
Good looks will only get you so far…
Learn More
(About what exactly?
It is a bit vague)
Try ‘Blind Date’ Free
60 second sign up
(What have I go to lose?)
An improvement…
However…
for most of us having
a clear, concise call
to action simply isn’t
enough on its own.
The art of conversation
• build trust
• build empathy
• build desire
Your content should…
• Consider related subjects
• Be interesting
• Be relevant
Don’t just talk about yourself
Social proof.
What do other people think?
Design patterns.
Clear signals again
Not quite!
Image: Flickr, IrishFireside
Anti-patterns
The awkward handshake or unexpected hug!
• ’Click here’
• ’Tiny targets’
• Beware the ‘Novel Notion’
(the de...
A time and a place for innovation
• Don’t re-invent the wheel
• Be consistent in your approach
• Avoid the ‘awkward handsh...
• It’s difficult to regain lost trust
• Long term relationships reap greater reward
• Always keep trying to improve
• Some...
Beyond first conversion
New vs Returning
New
visitors
Returning
visitors
Welcome to the club
Newsletters and Accounts
Keep in touch
Customer benefits
(It’s all for them, honest)
• Membership benefits – offers, promotions
• Faster payment
• Make them feel...
Who really benefits?
• Know your customer
• Target them more efficiently
• Increase customer value
Don’t forget old fashioned
customer service!
• Keep your promises
• Keep the human touch
• Give a bit extra
• Just be nice!
There is no silver bullet
Testing assumptions
40%
Increase in
conversion
55%
Increase in
conversion
Testing toolkit
Summary
Blind date
1. Choose a venue
2. Turn up on time
3. Make a good first impression
4. Build trust, through conversation
5. Re...
Thank you,
any questions?
Crafted
SEMINAR
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T: +44 (0) 1473 322841
E: hello@crafted.co.uk
London Offic...
Crafted
SEMINAR
Iconography from The Noun Project
iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Bran...
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted
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Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted

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Online, first impressions count. When landing on your website, customers take just seconds to decide whether to look around or hit the ‘back’ button, returning to the search engine and jumping to your competitor’s site. If your website is badly designed, poorly worded or just plain confusing, it could be losing you money.
This short seminar will help you to make your website work harder for your business. User experience expert, Barnie Mills from Crafted will explore what makes a successful website, helping you to boost enquiries and improve online sales. Looking at design and content , the session will outline helpful tweaks to boost the performance of your existing site and the considerations for creating one from scratch.

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Transcript of "Is your website losing you customers? Suffolk Chamber of Commerce talk by Crafted"

  1. 1. Crafted SEMINAR IS YOUR WEBSITE LOSING YOU MONEY?
  2. 2. Barnie Mills Head of Design verb [ with obj ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  3. 3. What the next 35 minutes are about • Using design to engage users and increase site conversion • Quite a lot of common sense • Some tools to check the results • Hopefully, a way to remember everything…
  4. 4. • Somewhere easy to find and to get to • Somewhere that your date will be comfortable with • Somewhere that suits the occasion 1. Choose a venue
  5. 5. Where are they from? Where they come from should dictate where they go? Source Medium Google organic/cpc/referral Bing organic/cpc Facebook referral Google shopping cpc Yahoo organic/referral Outlook direct
  6. 6. The homepage (Arranging to meet under the clock at Waterloo Station) • Easy to offer a wide range of options • Expectation is not as clearly defined • Harder to plan in advance Image by Elliott Brown “ell-r-brown” (Flickr)
  7. 7. Landing pages (Arranging to meet at the cinema) • Expectation is predefined • We have a much better idea of what is going to happen Photo: ScypaxPictures, www.flickr.com
  8. 8. I want one of these! They’re fancy!
  9. 9. • Fairly self-explanatory - fashionably late won’t work 2. Turn up on time
  10. 10. Page load We could have failed before we’ve started Every second loading = 0.65 increase in bounce rate!
  11. 11. Mobile The pre-date traffic jam! • Consider image use • Consider what is really important
  12. 12. No, you can’t just ignore it! 20% of adults own a tablet Mobile Operators Association (MOA) and YouGov Over half of Britain owns a smartphone (Ofcom)
  13. 13. • People form an opinion of others within 30 seconds • First impressions are hard to reverse! 3. Make a good first impression
  14. 14. Online it is even more important… The average time spent on a webpage is 25 seconds On average, visitors only read around 20% of content One in five visitors leave a site within 5 seconds
  15. 15. The 5 second rule
  16. 16. Image by Daniel Oines “dno1967b” (Flickr)
  17. 17. Am I in the right place? • Is the core message obvious? • Can I see a reference to what I’m looking for?
  18. 18. Am I interested? • Does it meet my expectations at first glance? • Do I care / empathise in any way?
  19. 19. Do I trust you? • Is the site well presented • Does the site look professional • Can I see any evidence that the site is trustworthy? Image by Tattoo_Lover “tattoos-nu” (Flickr)
  20. 20. What next? • Is there a clear call to action? • Is there an obvious way to explore the site further?
  21. 21. A quick 5 second example…
  22. 22. www.wiggle.co.uk • What activities does this site cater for? • What are 3 of the company’s USPs?
  23. 23. Passing the 5 second test…
  24. 24. Dress appropriately! Image from allfancydress.com
  25. 25. Dealing with devices • How will your content display? • How will users interact (touchscreens)?
  26. 26. So which device should I target? • 40+ Android devices launched last year • We can’t be certain of the page size anymore
  27. 27. Breakpoint 1
  28. 28. Breakpoint 1
  29. 29. Breakpoint 1
  30. 30. Breakpoint 1
  31. 31. Breakpoint 2
  32. 32. Breakpoint 2
  33. 33. Breakpoint 2
  34. 34. Breakpoint 3
  35. 35. Breakpoint 3
  36. 36. Breakpoint 3
  37. 37. Breakpoint 4
  38. 38. Breakpoint 4
  39. 39. Breakpoint 4
  40. 40. Breakpoint 4
  41. 41. Breakpoint 4
  42. 42. Responsive web design • Adapts to suit screen size • Agnostic to device (in the most part) • A single site to maintain • A single set of analytics • Google recommends responsive for mobile
  43. 43. Trust marks
  44. 44. Clear Calls to action
  45. 45. Calls to action (CTAs) What is a call to action? (I probably flash and play the theme from The Apprentice every 30 seconds)
  46. 46. Call us today 0800 123 456
  47. 47. The easy wins… • BIG • PROMINENT • ISOLATED • AFFORDANCE (its form describes its function) • COMFORT ( I struggled with a clever acronym!)
  48. 48. Bringing it all together. The over-achiever…
  49. 49. • Quality conversation • Be interesting & relevant • Empathise 4. Build trust, build the relationship
  50. 50. Clear signals – refining CTAs Good looks will only get you so far… Learn More (About what exactly? It is a bit vague)
  51. 51. Try ‘Blind Date’ Free 60 second sign up (What have I go to lose?) An improvement…
  52. 52. However… for most of us having a clear, concise call to action simply isn’t enough on its own.
  53. 53. The art of conversation
  54. 54. • build trust • build empathy • build desire Your content should…
  55. 55. • Consider related subjects • Be interesting • Be relevant Don’t just talk about yourself
  56. 56. Social proof. What do other people think?
  57. 57. Design patterns. Clear signals again
  58. 58. Not quite! Image: Flickr, IrishFireside
  59. 59. Anti-patterns The awkward handshake or unexpected hug! • ’Click here’ • ’Tiny targets’ • Beware the ‘Novel Notion’ (the designers shame!)
  60. 60. A time and a place for innovation • Don’t re-invent the wheel • Be consistent in your approach • Avoid the ‘awkward handshake!’ Image by Grant Mitchell “anachronism_uk” (Flickr)
  61. 61. • It’s difficult to regain lost trust • Long term relationships reap greater reward • Always keep trying to improve • Sometimes a surprise is good 5. You can just as easily lose trust
  62. 62. Beyond first conversion New vs Returning New visitors Returning visitors
  63. 63. Welcome to the club Newsletters and Accounts
  64. 64. Keep in touch
  65. 65. Customer benefits (It’s all for them, honest) • Membership benefits – offers, promotions • Faster payment • Make them feel ‘special’
  66. 66. Who really benefits? • Know your customer • Target them more efficiently • Increase customer value
  67. 67. Don’t forget old fashioned customer service! • Keep your promises • Keep the human touch • Give a bit extra • Just be nice!
  68. 68. There is no silver bullet
  69. 69. Testing assumptions
  70. 70. 40% Increase in conversion
  71. 71. 55% Increase in conversion
  72. 72. Testing toolkit
  73. 73. Summary
  74. 74. Blind date 1. Choose a venue 2. Turn up on time 3. Make a good first impression 4. Build trust, through conversation 5. Remember, it’s very easy to lose trust!
  75. 75. Thank you, any questions?
  76. 76. Crafted SEMINAR Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: hello@crafted.co.uk London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk
  77. 77. Crafted SEMINAR Iconography from The Noun Project iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean), Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari), Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere), Credits
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