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



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 ...

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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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 Presentation Transcript

  • 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.
  • 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…
  • • 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
  • 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
  • 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)
  • 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,
  • 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 Britain owns a smartphone (Ofcom)
  • • People form an opinion of others within 30 seconds • First impressions are hard to reverse! 3. Make a good first impression
  • 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
  • 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 trustworthy? Image by Tattoo_Lover “tattoos-nu” (Flickr)
  • What next? • Is there a clear call to action? • Is there an obvious way to explore the site further?
  • A quick 5 second example…
  • • What activities does this site cater for? • What are 3 of the company’s USPs?
  • Passing the 5 second test…
  • Dress appropriately! Image from
  • 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
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  • 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
  • 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 clever acronym!)
  • 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 designers shame!)
  • 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)
  • • 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
  • 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 ‘special’
  • 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. Remember, it’s very easy to lose trust!
  • Thank you, any questions?
  • Crafted SEMINAR Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: London Office Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852
  • 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