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 b...
3

5 Essentials Overview


The Leaky Website problem



5 Essentials for a Behaviourally Effective Website



Other asp...
4

Online Retailing Australia 2011 Forrester Research
All Rights Reserved People Patterns Pty Ltd
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...
The gap
8

How to influence behaviour

Business
Expertise:
What they sell

Developer
Expertise:
Functioning site

All Righ...
The outcome of the gap
9

Wasting
money, time and effort
feeding traffic to the site.
You are leaking money.

All Rights R...
Fixing the leak
10

How to influence behaviour

Developer

Business
Expertise:
What they sell

Expertise:
Functioning site...
A behaviourally effective website
11

• Persuades the visitor to take desired
action
• Capitalises on every moment of trut...
12

5 Essentials Overview


The Leaky Website problem



5 Essentials for a Behaviourally Effective Website



Other as...
The 5 Essentials
13

1. Establishing
Confidence

2. Communicating
Value

5. Effort vs Reward

4. Asking
for Action

3. Cre...
14

1. Establishing Confidence

If your visitor is not
confident, they will
simply not proceed

All Rights Reserved People...
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 ...
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. Cre...
21

2. Communicating Value
I want your
website to
bring me closer
to solving my
problem

How can you solve
my problem?

Al...
Communicating Value
22

Personal services, B2C

 Payoff for solving
problem
 Differentiated
All Rights Reserved People P...
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. Cre...
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 L...
Creating a Pathway
29

 Prioritises
getting to know
each other
Professional services, B2B
All Rights Reserved People Patt...
The 5 Essentials
30

1. Establishing
Confidence

2. Communicating
Value

5. Effort vs Reward

4. Asking
for Action

3. Cre...
31

4. Asking for Action
Moments of truth:
Asking your visitor to
do something

All Rights Reserved People Patterns Pty Lt...
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 Patt...
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 ...
The 5 Essentials
37

1. Establishing
Confidence

2. Communicating
Value

5. Effort vs Reward

4. Asking
for Action

3. Cre...
38

5. Effort vs Reward Equation
If effort > reward
your visitor will not
proceed

All Rights Reserved People Patterns Pty...
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 as...
42

Other aspects of site performance


Driving traffic to your website



Testing



Mobile devices

All Rights Reserv...
43

5 Essentials Overview


The Leaky Website problem



5 Essentials for a Behaviourally Effective Website



Other as...
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
recommenda...
First step for fixing your leaky site

46

Request your FREE 5 Essentials
guidebook
For your free guide with 18 pages of
d...
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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 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

  1. 1. 1 5 Essentials for a Behaviourally Effective Website All Rights Reserved People Patterns Pty Ltd
  2. 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. 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. 4 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  5. 5. 5 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  6. 6. 6 Online Retailing Australia 2011 Forrester Research All Rights Reserved People Patterns Pty Ltd
  7. 7. The reason websites leak 7 Business Expertise: What they sell Developer Expertise: Functioning site All Rights Reserved People Patterns Pty Ltd
  8. 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. 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. 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. 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. 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. 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. 14 1. Establishing Confidence If your visitor is not confident, they will simply not proceed All Rights Reserved People Patterns Pty Ltd
  15. 15. You must establish confidence in… 15 Me You All Rights Reserved People Patterns Pty Ltd
  16. 16. Confidence in Me ✗ No direct link 16 Professional services, B2C All Rights Reserved People Patterns Pty Ltd
  17. 17. Confidence in Me  Direct link  Consistent language 17 IT services, B2C All Rights Reserved People Patterns Pty Ltd
  18. 18. Confidence in You 18 IT services, B2B ✗ Unclear business name ✗ Tired ✗ Cheap image All Rights Reserved People Patterns Pty Ltd
  19. 19. Confidence in You 19  Industry acknowledgement All Rights Reserved People Patterns Pty Ltd
  20. 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. 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. 22. Communicating Value 22 Personal services, B2C  Payoff for solving problem  Differentiated All Rights Reserved People Patterns Pty Ltd
  23. 23. Communicating Value 23 ✗ Absent Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  24. 24. Communicating Value 24 ✗ About You not them Logistics, B2C All Rights Reserved People Patterns Pty Ltd
  25. 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. 26 3. Creating a Pathway Where is this leading? • For your visitor • For you All Rights Reserved People Patterns Pty Ltd
  27. 27. Creating a Pathway 27 ! ! ! ! ! ! ! Retail, B2C ✗ Too much, too early All Rights Reserved People Patterns Pty Ltd
  28. 28. Creating a Pathway 28 ✗ What is the most important thing for people to do here? All Rights Reserved People Patterns Pty Ltd
  29. 29. Creating a Pathway 29  Prioritises getting to know each other Professional services, B2B All Rights Reserved People Patterns Pty Ltd
  30. 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. 31 4. Asking for Action Moments of truth: Asking your visitor to do something All Rights Reserved People Patterns Pty Ltd
  32. 32. Absent Call to Action 32 ✗ Now what should I do? Logistics, B2B All Rights Reserved People Patterns Pty Ltd
  33. 33. Absent Call to Action 33 Retail, B2C ✗ How do I add to cart? All Rights Reserved People Patterns Pty Ltd
  34. 34. Asking for Action  Clear result 34 All Rights Reserved People Patterns Pty Ltd
  35. 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. 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. 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. 38 5. Effort vs Reward Equation If effort > reward your visitor will not proceed All Rights Reserved People Patterns Pty Ltd
  39. 39. Effort vs Reward ✗ Visual and physical effort for what reward? 39 All Rights Reserved People Patterns Pty Ltd
  40. 40. Effort vs Reward  Low effort to get started 40 Tourism, C2C All Rights Reserved People Patterns Pty Ltd
  41. 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. 42 Other aspects of site performance  Driving traffic to your website  Testing  Mobile devices All Rights Reserved People Patterns Pty Ltd
  43. 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. 44. 8 Step plan 44 This is what I can do for you All Rights Reserved People Patterns Pty Ltd
  45. 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. 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

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