5 essentials for a behaviourally effective website

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Judging by abysmal rates of conversion most websites are failing to do their job. And it's no wonder; there's a gap in knowledge about what it takes to influence people to take action. So that's where …

Judging by abysmal rates of conversion most websites are failing to do their job. And it's no wonder; there's a gap in knowledge about what it takes to influence people to take action. So that's where behavioural science can help.

In this presentation I introduce you to the 5 Essentials for a Behaviourally Effective website, and that means a website that persuades the visitor to take desired action, capitalises on every moment of truth, increases conversion and increases repeat business.

More in: Business , Technology , Design
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  • 1. 1 5 Essentials for a Behaviourally Effective Website All Rights Reserved People Patterns Pty Ltd
  • 2. 2 Before we get started… Hi, I’m Bri Williams, a Behavioural Specialist who uses behavioural science to make businesses better. That includes websites. These slides are taken from a 60 minute keynote on where most websites are failing and what to do about it. If you like these slides be sure to request a free copy of the guidebook that will give you more detail. Find out how at the end. All Rights Reserved People Patterns Pty Ltd
  • 3. 3 5 Essentials Overview  The Leaky Website problem  5 Essentials for a Behaviourally Effective Website  Other aspects of site performance  8 Step Plan to fix your website
  • 4. 4 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  • 5. 5 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  • 6. 6 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  • 7. The reason websites leak 7 Business Expertise: What they sell Developer Expertise: Functioning site All Rights Reserved People Patterns Pty Ltd
  • 8. The gap 8 How to influence behaviour Business Expertise: What they sell Developer Expertise: Functioning site All Rights Reserved People Patterns Pty Ltd
  • 9. The outcome of the gap 9 Wasting money, time and effort feeding traffic to the site. You are leaking money. All Rights Reserved People Patterns Pty Ltd
  • 10. Fixing the leak 10 How to influence behaviour Developer Business Expertise: What they sell Expertise: Functioning site Behavioural techniques All Rights Reserved People Patterns Pty Ltd
  • 11. A behaviourally effective website 11 • Persuades the visitor to take desired action • Capitalises on every moment of truth • Increases conversion • Increases repeat business All Rights Reserved People Patterns Pty Ltd
  • 12. 12 5 Essentials Overview  The Leaky Website problem  5 Essentials for a Behaviourally Effective Website  Other aspects of site performance  8 Step Plan to fix your website
  • 13. The 5 Essentials 13 1. Establishing Confidence 2. Communicating Value 5. Effort vs Reward 4. Asking for Action 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd
  • 14. 14 1. Establishing Confidence If your visitor is not confident, they will simply not proceed All Rights Reserved People Patterns Pty Ltd
  • 15. You must establish confidence in… 15 Me You All Rights Reserved People Patterns Pty Ltd
  • 16. Confidence in Me ✗ No direct link 16 Professional services, B2C All Rights Reserved People Patterns Pty Ltd
  • 17. Confidence in Me  Direct link  Consistent language 17 IT services, B2C All Rights Reserved People Patterns Pty Ltd
  • 18. Confidence in You 18 IT services, B2B ✗ Unclear business name ✗ Tired ✗ Cheap image All Rights Reserved People Patterns Pty Ltd
  • 19. Confidence in You 19  Industry acknowledgement All Rights Reserved People Patterns Pty Ltd
  • 20. The 5 Essentials 20 1. Establishing Confidence 2. Communicating Value 5. Effort vs Reward 4. Asking for Action 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd
  • 21. 21 2. Communicating Value I want your website to bring me closer to solving my problem How can you solve my problem? All Rights Reserved People Patterns Pty Ltd
  • 22. Communicating Value 22 Personal services, B2C  Payoff for solving problem  Differentiated All Rights Reserved People Patterns Pty Ltd
  • 23. Communicating Value 23 ✗ Absent Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  • 24. Communicating Value 24 ✗ About You not them Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  • 25. The 5 Essentials 25 1. Establishing Confidence 2. Communicating Value 5. Effort vs Reward 4. Asking for Action 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd
  • 26. 26 3. Creating a Pathway Where is this leading? • For your visitor • For you All Rights Reserved People Patterns Pty Ltd
  • 27. Creating a Pathway 27 ! ! ! ! ! ! ! Retail, B2C ✗ Too much, too early All Rights Reserved People Patterns Pty Ltd
  • 28. Creating a Pathway 28 ✗ What is the most important thing for people to do here? All Rights Reserved People Patterns Pty Ltd
  • 29. Creating a Pathway 29  Prioritises getting to know each other Professional services, B2B All Rights Reserved People Patterns Pty Ltd
  • 30. The 5 Essentials 30 1. Establishing Confidence 2. Communicating Value 5. Effort vs Reward 4. Asking for Action 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd
  • 31. 31 4. Asking for Action Moments of truth: Asking your visitor to do something All Rights Reserved People Patterns Pty Ltd
  • 32. Absent Call to Action 32 ✗ Now what should I do? Logistics, B2B All Rights Reserved People Patterns Pty Ltd
  • 33. Absent Call to Action 33 Retail, B2C ✗ How do I add to cart? All Rights Reserved People Patterns Pty Ltd
  • 34. Asking for Action  Clear result 34 All Rights Reserved People Patterns Pty Ltd
  • 35. Unclear Call to Action 35 ✗ What is it and where does it take me? Building services, B2C All Rights Reserved People Patterns Pty Ltd
  • 36. Too many Calls to Action 1 36 9 2 3 4 8 5 6 7 10 11 12 13 14 ✗ Too many CTA Marketing services, B2B All Rights Reserved People Patterns Pty Ltd
  • 37. The 5 Essentials 37 1. Establishing Confidence 2. Communicating Value 5. Effort vs Reward 4. Asking for Action 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd
  • 38. 38 5. Effort vs Reward Equation If effort > reward your visitor will not proceed All Rights Reserved People Patterns Pty Ltd
  • 39. Effort vs Reward ✗ Visual and physical effort for what reward? 39 All Rights Reserved People Patterns Pty Ltd
  • 40. Effort vs Reward  Low effort to get started 40 Tourism, C2C All Rights Reserved People Patterns Pty Ltd
  • 41. 41 5 Essentials Overview  The Leaky Website problem  5 Essentials for a Behaviourally Effective Website  Other aspects of site performance  8 Step Plan to fix your website
  • 42. 42 Other aspects of site performance  Driving traffic to your website  Testing  Mobile devices All Rights Reserved People Patterns Pty Ltd
  • 43. 43 5 Essentials Overview  The Leaky Website problem  5 Essentials for a Behaviourally Effective Website  Other aspects of site performance  8 Step Plan to fix your website
  • 44. 8 Step plan 44 This is what I can do for you All Rights Reserved People Patterns Pty Ltd
  • 45. Website Effectiveness Program 45 Page by page strengths & weaknesses – your site plus 2x competitors Detailed recommendations across all 5 essentials Payoff matrix Gallery of best practice Page by page mockup, layout and copy All Rights Reserved People Patterns Pty Ltd
  • 46. First step for fixing your leaky site 46 Request your FREE 5 Essentials guidebook For your free guide with 18 pages of detail on the 5 essentials email: info@peoplepatterns.com.au For more visit www.peoplepatterns.com.au All Rights Reserved People Patterns Pty Ltd