Stand 26 | @craftedmedia

Search Engine Optimisation (SEO) and User Experience:

Is your website losing
you customers?

St...
Ian Miller

Barnie Mills

Search Director

Head of Design
Stand 26 | @craftedmedia

What the next hour is about
•	 Engaging users to increase site conversion
•	 Quite a lot of comm...
Stand 26 | @craftedmedia
1

C

se
oo
h

Stand 26 | @craftedmedia

pp
na
a

ate
pri
ro

ue
en
v
Stand 26 | @craftedmedia

Where are they coming from?
Stand 26 | @craftedmedia

Where are they coming from?
Source	Medium
Google	organic/cpc/referral
Bing	organic/cpc
Facebook	...
Stand 26 | @craftedmedia

What do we know about them?
Metrics - numbers	

Dimensions - things

Visits	

Landing page

Page...
Stand 26 | @craftedmedia

Don’t make assumptions
•	 What is ‘bounce rate’?
•	 Spending time on site doesn’t always equate ...
Stand 26 | @craftedmedia

Which is more valuable?
Visits

Referral Traffic

49,389

2.84

00:02:23

77.63%

Site Avg: 2.62...
Stand 26 | @craftedmedia

Do you still agree?
Per Visit Goal

Goal Results Page

Visits

Referral Traffic

49,389

9.69%

...
Stand 26 | @craftedmedia

The homepage
(Like arranging to meet under the clock at Waterloo)
•	 Easy to offer a wide range ...
Stand 26 | @craftedmedia

Landing pages
(Like arranging to meet at the cinema)
•	 Expectation is more clearly defined
•	 W...
Stand 26 | @craftedmedia

I want one of these!
(They’re fancy!)
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
2

M

su
ake

ou
ey
r

Stand 26 | @craftedmedia

up
urn
t

me
ti
on
Stand 26 | @craftedmedia

Page load
We could have failed before we’ve started

Every second loading =
0.65 increase in bou...
Stand 26 | @craftedmedia

Mobile devices
The pre-date bandwidth traffic jam!
•	 Consider image use
•	 What is really impor...
Stand 26 | @craftedmedia

Mobile isn’t going to go away
You can’t just ignore it!

Over half of Britain
owns a smartphone
...
3

ea
ak
M

Stand 26 | @craftedmedia

od
go

mp
st i
fir

ion
ess
r
Stand 26 | @craftedmedia

First impressions count online
One in five
visitors leave
websites in

The average
time spent on...
Stand 26 | @craftedmedia

The 5 second rule?
•	 Am I in the right place?
•	 Am I interested?
•	 Do I trust you?
•	 What ne...
Stand 26 | @craftedmedia

A quick 5 second example…
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

www.wiggle.co.uk
•	 What 3 activities does the site cater for?
•	 Name three advertised USPs
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Passing the 5 second test
Stand 26 | @craftedmedia

Dress appropriately
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Mobile devices
•	 How will your content display?
•	 How will the user interact?
Stand 26 | @craftedmedia

Which device should I target?

40+ Android devices launched in 2012…

We no longer know the page...
Stand 26 | @craftedmedia

Responsive web design

A single site
to maintain

A single set
of analytics

Google
recommends
Stand 26 | @craftedmedia

Image is everything
Stand 26 | @craftedmedia

We provide blue sky
technical solutions...
SIGN UP

No, I have no idea what you’re on about
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Clear calls to action

PRESS
Stand 26 | @craftedmedia

(I also flash and play the theme
from The Apprentice every 30 seconds)
Stand 26 | @craftedmedia

For bespoke digital
marketing call Crafted today

01473 213 222
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Looks are only skin deep
Language is important

Learn More
About what? It’s a bit vague
Stand 26 | @craftedmedia

Looks are only skin deep
Language is important

Try ‘Blind Date’ Free
60 second sign up
What hav...
Stand 26 | @craftedmedia

However, for most
of us having a clear,
concise call-to-action
isn’t enough…
4

trus
uild
B

ild
bu
t,

Stand 26 | @craftedmedia

ela
er
th

hip
ns
tio
Stand 26 | @craftedmedia

The art of conversation
Stand 26 | @craftedmedia

Content should…
•	 Build trust
•	 Build empathy
•	 Build desire
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Don’t just talk about yourself
•	 Consider related subjects
•	 Be interesting
•	 Be relevant
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Social proof
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Trust marks
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Design patterns
Don’t re-invent the wheel
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Beware the anti-pattern!
The awkward handshake of user experience

•	 Don’t re-invent the wheel
...
Stand 26 | @craftedmedia

Beware the dark side!
When design patterns turn bad
Stand 26 | @craftedmedia

Image: http://darkpatterns.org/
library/trick_questions/
Stand 26 | @craftedmedia

Value your customers, it’s easier
to lose trust than to gain it!
Stand 26 | @craftedmedia

Old fashioned customer service
It goes a long way

•	 Keep your promises
•	 Make your customers ...
Stand 26 | @craftedmedia

Beyond first conversion
Ecommerce
Visits

Returning visitors

Transactions

90,670

£31,281.16

...
5

K

in
ep
e

Stand 26 | @craftedmedia

ch
tou
Stand 26 | @craftedmedia

Newsletters
Stand 26 | @craftedmedia

Welcome to the club
•	 Know your customer
•	 Target them more efficiently
•	 Increase customer v...
Stand 26 | @craftedmedia

Th

is n
ere

ver
sil
o

et!
ull
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Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

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40%
Increase in

Stand 26 | @craftedmedia

conversion
55%
Increase in

Stand 26 | @craftedmedia

conversion
Stand 26 | @craftedmedia

Testing toolkit
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia
Stand 26 | @craftedmedia

Conversion rate Blind Date
1.	Choose an appropriate venue
2.	Turn up on time
3.	Make a good firs...
u…
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User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
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User experience and SEO: Is your website losing you customers? Chelmsford City Showcase

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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 Google and jumping to your competitor’s site. If your website is badly designed, poorly worded or underperforming in search engines, you are likely to be missing opportunities.

This presentation will help you to make your website work harder for your business. User experience expert, Barnie Mills, and search marketing specialist, Ian Miller, from Ipswich-based digital agency Crafted explore what makes a successful website, helping you to boost enquiries and improve online sales. Looking at design, content and search engine optimisation (SEO) tactics, the presentation outlines helpful tweaks to boost the performance of your existing site and the considerations for creating one from scratch.

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User experience and SEO: Is your website losing you customers? Chelmsford City Showcase

  1. 1. Stand 26 | @craftedmedia Search Engine Optimisation (SEO) and User Experience: Is your website losing you customers? Stand 26 | @craftedmedia
  2. 2. Ian Miller Barnie Mills Search Director Head of Design
  3. 3. Stand 26 | @craftedmedia What the next hour is about • Engaging users to increase site conversion • Quite a lot of common sense • Some tools to check the results • Hopefully, a way to remember everything…
  4. 4. Stand 26 | @craftedmedia
  5. 5. 1 C se oo h Stand 26 | @craftedmedia pp na a ate pri ro ue en v
  6. 6. Stand 26 | @craftedmedia Where are they coming from?
  7. 7. Stand 26 | @craftedmedia Where are they coming from? Source Medium Google organic/cpc/referral Bing organic/cpc Facebook referral Google shopping cpc Yahoo organic/referral Outlook direct
  8. 8. Stand 26 | @craftedmedia What do we know about them? Metrics - numbers Dimensions - things Visits Landing page Page views Keyword Goal completion rate % Browser Revenue Source Bounce rate % Medium Average time on site City
  9. 9. Stand 26 | @craftedmedia Don’t make assumptions • What is ‘bounce rate’? • Spending time on site doesn’t always equate to value • Segment traffic
  10. 10. Stand 26 | @craftedmedia Which is more valuable? Visits Referral Traffic 49,389 2.84 00:02:23 77.63% Site Avg: 2.62 (8.22%) Site Avg: 00:02:29 (-4.47%) Site Avg: 76.66% (1.14%) 38,756 2.25 00:02:26 78.55% 64.96% Site Avg: 2.62 (-14.17%) Site Avg: 00:02:29 (-2.01%) Site Avg: 76.66% (2.46%) Site Avg: 58.56% (10.92%) 9,613 2.71 00:02:31 76.30% 57.73% % of total: 8.41% (114,299) Direct Traffic % New Visits % of total: 33.91% (114,299) Paid Search Traffic Avg. Visit Duration % of total: 43.21% (114,299) Non-paid Search Traffic Pages/Visit Site Avg: 2.62 (3.58%) Site Avg: 00:02:29 (1.13%) Site Avg: 76.66% (1.14%) Site Avg: 58.56% (1-.41%) 2.79 00:02:55 70.12% 53.64% Site Avg: 00:02:29 (17.09%) Site Avg: 75.66% (-8.53%) Site Avg: 58.56% (-8.39%) 16,427 % of total: 14.37% (114,299) Site Avg: 2.62 (86.45%) Bounce Rate 55.34% Site Avg: 58.56% (-6.49%)
  11. 11. Stand 26 | @craftedmedia Do you still agree? Per Visit Goal Goal Results Page Visits Referral Traffic 49,389 9.69% £0.00 9.69% Site Avg: 17.62% (-45.02%) Site Avg: £0.00 (0.00%) Site Avg: 17.62% (-45.02%) 38,756 18.14% £0.00 18.14% Site Avg: 17.62% (2.94%) Site Avg: £0.00 (0.00%) Site Avg: 17.62% (2.94%) 9,613 39.22% £0.00 39.22% % of total: 8.41% (114,299) Direct Traffic (Conversion Rate) % of total: 33.91% (114,299) Paid Search Traffic Conversion Rate % of total: 43.21% (114,299) Non-paid Search Traffic Goal Conversion Rate Site Avg: 17.62% (122.54%) Site Avg: £0.00 (0.00%) Site Avg: 17.62% (122.54%) 16,427 27.64% £0.00 27.64% % of total: 14.37% (114,299) Site Avg: 17.62% (56.86%) Site Avg: £0.00 (0.00%) Site Avg: 17.62% (56.96%)
  12. 12. Stand 26 | @craftedmedia The homepage (Like arranging to meet under the clock at Waterloo) • 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)
  13. 13. Stand 26 | @craftedmedia Landing pages (Like arranging to meet at the cinema) • Expectation is more clearly defined • We can plan in advance Photo: ScypaxPictures, www.flickr.com
  14. 14. Stand 26 | @craftedmedia I want one of these! (They’re fancy!)
  15. 15. Stand 26 | @craftedmedia
  16. 16. Stand 26 | @craftedmedia
  17. 17. Stand 26 | @craftedmedia
  18. 18. 2 M su ake ou ey r Stand 26 | @craftedmedia up urn t me ti on
  19. 19. Stand 26 | @craftedmedia Page load We could have failed before we’ve started Every second loading = 0.65 increase in bounce rate!
  20. 20. Stand 26 | @craftedmedia Mobile devices The pre-date bandwidth traffic jam! • Consider image use • What is really important?
  21. 21. Stand 26 | @craftedmedia Mobile isn’t going to go away You can’t just ignore it! Over half of Britain owns a smartphone (Ofcom) 20% of adults own a tablet (Mobile Operators Association and YouGov)
  22. 22. 3 ea ak M Stand 26 | @craftedmedia od go mp st i fir ion ess r
  23. 23. Stand 26 | @craftedmedia First impressions count online One in five visitors leave websites in The average time spent on a webpage is On average visitors only read around 5 25 20% seconds seconds of content
  24. 24. Stand 26 | @craftedmedia The 5 second rule? • Am I in the right place? • Am I interested? • Do I trust you? • What next?
  25. 25. Stand 26 | @craftedmedia A quick 5 second example…
  26. 26. Stand 26 | @craftedmedia
  27. 27. Stand 26 | @craftedmedia www.wiggle.co.uk • What 3 activities does the site cater for? • Name three advertised USPs
  28. 28. Stand 26 | @craftedmedia
  29. 29. Stand 26 | @craftedmedia
  30. 30. Stand 26 | @craftedmedia Passing the 5 second test
  31. 31. Stand 26 | @craftedmedia Dress appropriately
  32. 32. Stand 26 | @craftedmedia
  33. 33. Stand 26 | @craftedmedia Mobile devices • How will your content display? • How will the user interact?
  34. 34. Stand 26 | @craftedmedia Which device should I target? 40+ Android devices launched in 2012… We no longer know the page size!
  35. 35. Stand 26 | @craftedmedia Responsive web design A single site to maintain A single set of analytics Google recommends
  36. 36. Stand 26 | @craftedmedia Image is everything
  37. 37. Stand 26 | @craftedmedia We provide blue sky technical solutions... SIGN UP No, I have no idea what you’re on about
  38. 38. Stand 26 | @craftedmedia
  39. 39. Stand 26 | @craftedmedia Clear calls to action PRESS
  40. 40. Stand 26 | @craftedmedia (I also flash and play the theme from The Apprentice every 30 seconds)
  41. 41. Stand 26 | @craftedmedia For bespoke digital marketing call Crafted today 01473 213 222
  42. 42. Stand 26 | @craftedmedia
  43. 43. Stand 26 | @craftedmedia
  44. 44. Stand 26 | @craftedmedia
  45. 45. Stand 26 | @craftedmedia Looks are only skin deep Language is important Learn More About what? It’s a bit vague
  46. 46. Stand 26 | @craftedmedia Looks are only skin deep Language is important Try ‘Blind Date’ Free 60 second sign up What have I got to lose? And it only takes a minute!
  47. 47. Stand 26 | @craftedmedia However, for most of us having a clear, concise call-to-action isn’t enough…
  48. 48. 4 trus uild B ild bu t, Stand 26 | @craftedmedia ela er th hip ns tio
  49. 49. Stand 26 | @craftedmedia The art of conversation
  50. 50. Stand 26 | @craftedmedia Content should… • Build trust • Build empathy • Build desire
  51. 51. Stand 26 | @craftedmedia
  52. 52. Stand 26 | @craftedmedia Don’t just talk about yourself • Consider related subjects • Be interesting • Be relevant
  53. 53. Stand 26 | @craftedmedia
  54. 54. Stand 26 | @craftedmedia Social proof
  55. 55. Stand 26 | @craftedmedia
  56. 56. Stand 26 | @craftedmedia
  57. 57. Stand 26 | @craftedmedia Trust marks
  58. 58. Stand 26 | @craftedmedia
  59. 59. Stand 26 | @craftedmedia
  60. 60. Stand 26 | @craftedmedia Design patterns Don’t re-invent the wheel
  61. 61. Stand 26 | @craftedmedia
  62. 62. Stand 26 | @craftedmedia
  63. 63. Stand 26 | @craftedmedia
  64. 64. Stand 26 | @craftedmedia Beware the anti-pattern! The awkward handshake of user experience • Don’t re-invent the wheel • Be consistent • Avoid the awkward handshake! • darkpatterns.org
  65. 65. Stand 26 | @craftedmedia Beware the dark side! When design patterns turn bad
  66. 66. Stand 26 | @craftedmedia Image: http://darkpatterns.org/ library/trick_questions/
  67. 67. Stand 26 | @craftedmedia Value your customers, it’s easier to lose trust than to gain it!
  68. 68. Stand 26 | @craftedmedia Old fashioned customer service It goes a long way • Keep your promises • Make your customers feel valued • Keep the human touch • Just be nice!
  69. 69. Stand 26 | @craftedmedia Beyond first conversion Ecommerce Visits Returning visitors Transactions 90,670 £31,281.16 942 £33.21 1.04% £0.35 % of total: 73.15% (123.945) New visitors Revenue Average Value Conversion Rate Per Visit Value % of total: 49.22% (£63,548.66) % of total: 52.63% (1,790) Site Avg. £35.50 (-6.46%) Site Avg. 1.44% (-28.06%) Site Avg. £0.51 (-32.71%) 38,756 £32,267.50 848 £38.05 2.55% £.0.97 % of total: 26.85% (123.945) % of total: 50.78% (£63,548.66) % of total: 47.37% (1,790) Site Avg. £35.50 (7.18%) Site Avg. 1.44% (76.46%) Site Avg. £0.51 (89.13%)
  70. 70. 5 K in ep e Stand 26 | @craftedmedia ch tou
  71. 71. Stand 26 | @craftedmedia Newsletters
  72. 72. Stand 26 | @craftedmedia Welcome to the club • Know your customer • Target them more efficiently • Increase customer value • Member offers/promotions • Faster payment • Make them feel ‘special’
  73. 73. Stand 26 | @craftedmedia Th is n ere ver sil o et! ull b
  74. 74. Stand 26 | @craftedmedia
  75. 75. Stand 26 | @craftedmedia
  76. 76. Stand 26 | @craftedmedia
  77. 77. Stand 26 | @craftedmedia stin Te sum As g ns tio p
  78. 78. 40% Increase in Stand 26 | @craftedmedia conversion
  79. 79. 55% Increase in Stand 26 | @craftedmedia conversion
  80. 80. Stand 26 | @craftedmedia Testing toolkit
  81. 81. Stand 26 | @craftedmedia
  82. 82. Stand 26 | @craftedmedia
  83. 83. Stand 26 | @craftedmedia
  84. 84. Stand 26 | @craftedmedia
  85. 85. Stand 26 | @craftedmedia
  86. 86. Stand 26 | @craftedmedia Conversion rate Blind Date 1. Choose an appropriate venue 2. Turn up on time 3. Make a good first impression 4. Build trust, build the relationship 5. Keep in touch
  87. 87. u… yo nk ha T pack keting r a ital m g ee di fr a k your medi for d .co.u w fte rafted 6 no @cra c nd 2 ribe@ witter T it sta subsc s on t Vis wu insigh g Follo rketin a ital m ly dig h mont up to Sign
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