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

Usability & Conversion: How to make your website sell more
By Min Ahmed
Amcats Limited UK

2 basic happen on the web
Get traffic
Convert customers
Usability & Conversion: How to make your website sell more
Concentrate on SEO and Usability

Various Ways to get Traffic
SEO mechanisms
Value added content
Increase in customer perception as measured by google
Affiliate marketing
Offline
Digital marketing – emails, news letters

Concentrate on SEO
85% of users click on natural search
Positioning
Top 4 PPC = 7 – 10 in Nat Results (views)
That means natural search yeilds 2 – 3 times better results
Study by Enquiro et al

Visibility of Paid Search Results
Increased risk
Need to clearly define your PPC Strategy
Tactical plan that is detailed
Copy/Words
Well Researched
Tested

Visibility of natural search results
Lower risk
BUT – more effort
Value added content
Slower
Build better usability
Lower bounce rates

Converting Traffic
Usability is not just user journey and better design
Google pushes sites perceived by customers/users to be best in dealing with a “question”

Converting Traffic
Model each page in the information architecture to precise user needs
Users needs modelled to keywords
Copy and content follow white hat techniques
Build real estate on the following principles
Google to you “Stay or Go” is 20 secs average
Keep key tasks above the fold
Do not use marketing fluff

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

by Webbar Barcelona on May 18, 2010

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