Usability & Conversion: How to make your website sell more www.webbar.es

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:: WebBar - Web Marketing Group Barcelona ::
http://www.webbar.es


-- Min Ahmed's 7 minutes pitch about usability and conversion improvement at 3rd WebBar meetup in Barcelona, 17th of May 2010. http://We

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Usability & Conversion: How to make your website sell more www.webbar.es

  1. 1. Usability & Conversion: How to make your website sell more<br />By Min Ahmed<br />Amcats Limited UK <br />
  2. 2. 2 basic happen on the web<br />Get traffic<br />Convert customers<br />Usability & Conversion: How to make your website sell more<br />Concentrate on SEO and Usability<br />
  3. 3. Various Ways to get Traffic<br />SEO mechanisms<br />Value added content <br />Increase in customer perception as measured by google<br />Affiliate marketing<br />Offline<br />Digital marketing – emails, news letters <br />
  4. 4. Concentrate on SEO <br />85% of users click on natural search<br />Positioning<br />Top 4 PPC = 7 – 10 in Nat Results (views)<br />That means natural search yeilds 2 – 3 times better results <br />Study by Enquiro et al <br />
  5. 5. Visibility of Paid Search Results<br />Increased risk<br />Need to clearly define your PPC Strategy <br />Tactical plan that is detailed <br />Copy/Words<br />Well Researched<br />Tested <br />
  6. 6. Visibility of natural search results<br />Lower risk<br />BUT – more effort<br />Value added content<br />Slower<br />Build better usability<br />Lower bounce rates<br />
  7. 7. Converting Traffic<br />Usability is not just user journey and better design<br />Google pushes sites perceived by customers/users to be best in dealing with a “question”<br />
  8. 8. Converting Traffic<br />Model each page in the information architecture to precise user needs<br />Users needs modelled to keywords<br />Copy and content follow white hat techniques<br />Build real estate on the following principles <br />Google to you “Stay or Go” is 20 secs average<br />Keep key tasks above the fold <br />Do not use marketing fluff<br />

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