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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.

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5 essentials for a behaviourally effective website 5 essentials for a behaviourally effective website Presentation Transcript

  • 1 5 Essentials for a Behaviourally Effective Website All Rights Reserved People Patterns Pty Ltd
  • 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 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 View slide
  • 4 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd View slide
  • 5 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  • 6 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  • The reason websites leak 7 Business Expertise: What they sell Developer Expertise: Functioning site All Rights Reserved People Patterns Pty Ltd
  • The gap 8 How to influence behaviour Business Expertise: What they sell Developer Expertise: Functioning site All Rights Reserved People Patterns Pty Ltd
  • 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
  • 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
  • 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 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
  • 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 1. Establishing Confidence If your visitor is not confident, they will simply not proceed All Rights Reserved People Patterns Pty Ltd
  • You must establish confidence in… 15 Me You All Rights Reserved People Patterns Pty Ltd
  • Confidence in Me ✗ No direct link 16 Professional services, B2C All Rights Reserved People Patterns Pty Ltd
  • Confidence in Me  Direct link  Consistent language 17 IT services, B2C All Rights Reserved People Patterns Pty Ltd
  • Confidence in You 18 IT services, B2B ✗ Unclear business name ✗ Tired ✗ Cheap image All Rights Reserved People Patterns Pty Ltd
  • Confidence in You 19  Industry acknowledgement All Rights Reserved People Patterns Pty Ltd
  • 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 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
  • Communicating Value 22 Personal services, B2C  Payoff for solving problem  Differentiated All Rights Reserved People Patterns Pty Ltd
  • Communicating Value 23 ✗ Absent Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  • Communicating Value 24 ✗ About You not them Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  • 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 3. Creating a Pathway Where is this leading? • For your visitor • For you All Rights Reserved People Patterns Pty Ltd
  • Creating a Pathway 27 ! ! ! ! ! ! ! Retail, B2C ✗ Too much, too early All Rights Reserved People Patterns Pty Ltd
  • Creating a Pathway 28 ✗ What is the most important thing for people to do here? All Rights Reserved People Patterns Pty Ltd
  • Creating a Pathway 29  Prioritises getting to know each other Professional services, B2B All Rights Reserved People Patterns Pty Ltd
  • 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 4. Asking for Action Moments of truth: Asking your visitor to do something All Rights Reserved People Patterns Pty Ltd
  • Absent Call to Action 32 ✗ Now what should I do? Logistics, B2B All Rights Reserved People Patterns Pty Ltd
  • Absent Call to Action 33 Retail, B2C ✗ How do I add to cart? All Rights Reserved People Patterns Pty Ltd
  • Asking for Action  Clear result 34 All Rights Reserved People Patterns Pty Ltd
  • Unclear Call to Action 35 ✗ What is it and where does it take me? Building services, B2C All Rights Reserved People Patterns Pty Ltd
  • 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
  • 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 5. Effort vs Reward Equation If effort > reward your visitor will not proceed All Rights Reserved People Patterns Pty Ltd
  • Effort vs Reward ✗ Visual and physical effort for what reward? 39 All Rights Reserved People Patterns Pty Ltd
  • Effort vs Reward  Low effort to get started 40 Tourism, C2C All Rights Reserved People Patterns Pty Ltd
  • 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 Other aspects of site performance  Driving traffic to your website  Testing  Mobile devices All Rights Reserved People Patterns Pty Ltd
  • 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
  • 8 Step plan 44 This is what I can do for you All Rights Reserved People Patterns Pty Ltd
  • 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
  • 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