Are your online
marketing efforts
Lost at sea?
Jim
      2
3
3
3
3
3
4
4
5
5
5
5
5
$
    $




        6
$
    $




        6
$
    $

        6
$
$

    $
        $

                7
Search Engine               $
 Optimization   $

                    $
                        $

                        ...
Search Engine               $
 Optimization   $

                    $
                        $

                        ...
Search Engine
 Optimization


                    $       $
                $       $

                                7
$       $
$       $

                8
Web Analytics



                    $       $
                $       $

                                8
Web Analytics



                    $       $
                $       $

                                8
$       $
$       $

                9
Survey &
Feedback


               $       $
           $       $

                           9
Survey &
Feedback


               $       $
           $       $

                           9
10
ONE
LAST
CHANCE

         10
11
How To
              Increase
               Sales?
“The $300 Million Button” by Jared Spool, CEO & Founding Principal
of ...
http://   E-Commerce.com   Google




                                    12
http://   E-Commerce.com   Google




                                    12
http://   E-Commerce.com     Google




               Add to Cart
                                      12
http://   E-Commerce.com   Google




                                    13
http://   E-Commerce.com        Google




                     Checkout



                                         13
http://   E-Commerce.com   Google




                                    14
http://   E-Commerce.com   Google




Email Address:

Password:


         Login
Forgot Password



                      ...
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
15
Usability
Testing

            15
16
16
17
Findings –
New Shoppers


               17
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                 Google




Email Address:
                                   Don’t want to regist...
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                Google




                       Did I have an account?
Email Address:

Password:...
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                      Google




Email Address:
                                   Use my info for...
21
Findings –
 Returning
 Shoppers

             21
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                Google




                       Which email did I use?
Email Address:

Password:...
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                           Google




Email Address:

Password:
                                  ...
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com                         Google




Email Address:

Password:
                                    ...
25
Solution

           25
http://   E-Commerce.com         Google




Email Address:

Password:
                                   Register
        ...
http://   E-Commerce.com   Google




Email Address:

Password:


         Login
Forgot Password



                      ...
http://   E-Commerce.com   Google




Email Address:

Password:


         Login
Forgot Password



                      ...
http://   E-Commerce.com        Google




Email Address:

Password:
                                   Continue
         ...
28
Results

          28
29
45%
Of Shoppers
Who Purchased




                29
30
US$15
 Million
 First Month


               30
31
US$300
 Million
 First Year


              31
32
Apply Usability
  To Design
  Websites
              32
34
SaveOurSites.HK


              34
Contact Us Today.
Are your online marketing efforts lost at sea?
Are your online marketing efforts lost at sea?
Are your online marketing efforts lost at sea?
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Are your online marketing efforts lost at sea?

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How usability helps to improve your online business

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  • Does anyone here manage a website?

    What is your website about?

    Does your website allow your customers to log in?

    Do you measure the login rate?

    Do you measure the password-reset rate? Why? Why not?
  • Let me introduce my friend, Jim. He worked as an online marketing manager for a local company.
  • Last year, his major project was to launch a website for his company.

    He was very dedicated to his work. He started his project by gathering requirements from the business stakeholders.

    He drew the website structure, came up with a list of functions and a lot of content for the website.

    Then, Jim asked several web design companies for proposals. He evaluated their portfolio carefully.
  • Last year, his major project was to launch a website for his company.

    He was very dedicated to his work. He started his project by gathering requirements from the business stakeholders.

    He drew the website structure, came up with a list of functions and a lot of content for the website.

    Then, Jim asked several web design companies for proposals. He evaluated their portfolio carefully.
  • Last year, his major project was to launch a website for his company.

    He was very dedicated to his work. He started his project by gathering requirements from the business stakeholders.

    He drew the website structure, came up with a list of functions and a lot of content for the website.

    Then, Jim asked several web design companies for proposals. He evaluated their portfolio carefully.
  • Last year, his major project was to launch a website for his company.

    He was very dedicated to his work. He started his project by gathering requirements from the business stakeholders.

    He drew the website structure, came up with a list of functions and a lot of content for the website.

    Then, Jim asked several web design companies for proposals. He evaluated their portfolio carefully.
  • He finally chose this reputable web design company to design his website.
  • Jim passed the website structure that he designed, functions which he needed and content which he gathered to the web design company.

    The web design company built the website based on Jim’s information.

    The web design company decorated the website with very beautiful graphic and photos.

    Everything seemed so perfect.
  • Jim passed the website structure that he designed, functions which he needed and content which he gathered to the web design company.

    The web design company built the website based on Jim’s information.

    The web design company decorated the website with very beautiful graphic and photos.

    Everything seemed so perfect.
  • Jim passed the website structure that he designed, functions which he needed and content which he gathered to the web design company.

    The web design company built the website based on Jim’s information.

    The web design company decorated the website with very beautiful graphic and photos.

    Everything seemed so perfect.
  • Jim passed the website structure that he designed, functions which he needed and content which he gathered to the web design company.

    The web design company built the website based on Jim’s information.

    The web design company decorated the website with very beautiful graphic and photos.

    Everything seemed so perfect.
  • However, after launching the website for 3 months, the website did not seem to generate a lot of visitors and revenue.
  • However, after launching the website for 3 months, the website did not seem to generate a lot of visitors and revenue.
  • So, Jim asked his friends and colleagues for solutions. They recommended him to implement search engine optimization (SEO) for his website.

    Jim asked his boss for some money to implement SEO.

    SEO was able to bring a lot of visitors The website actually was a bit slow when the traffic was high.

    However, the increased number of visitors did not increase the revenue significantly.
  • So, Jim asked his friends and colleagues for solutions. They recommended him to implement search engine optimization (SEO) for his website.

    Jim asked his boss for some money to implement SEO.

    SEO was able to bring a lot of visitors The website actually was a bit slow when the traffic was high.

    However, the increased number of visitors did not increase the revenue significantly.
  • So, Jim asked his friends and colleagues for solutions. They recommended him to implement search engine optimization (SEO) for his website.

    Jim asked his boss for some money to implement SEO.

    SEO was able to bring a lot of visitors The website actually was a bit slow when the traffic was high.

    However, the increased number of visitors did not increase the revenue significantly.
  • This time, Jim wanted to know which parts of his beautiful website had gone wrong.

    He asked his boss for more money, and implemented web analytics for his website.

    He tracked down where the visitors abandoned the website.

    However, looking at the problem webpages, he did not know what were wrong with them. Was it the graphic design? Was it the copywriting? Was it the button?

    He asked the web design company to redesign the problem webpages. The number of page visits increased a bit and the revenue increased a bit only.
  • This time, Jim wanted to know which parts of his beautiful website had gone wrong.

    He asked his boss for more money, and implemented web analytics for his website.

    He tracked down where the visitors abandoned the website.

    However, looking at the problem webpages, he did not know what were wrong with them. Was it the graphic design? Was it the copywriting? Was it the button?

    He asked the web design company to redesign the problem webpages. The number of page visits increased a bit and the revenue increased a bit only.
  • Jim could not ask for his boss for any more money.

    To further investigate his website’s problems, he asked for the customers’ feedback using survey and services like GetSatisfaction.

    However, only a few customers completed the survey and the comments on GetSatisfaction did not help design. They were things like “your website is slow” and “I can’t submit your form.”

  • Jim could not ask for his boss for any more money.

    To further investigate his website’s problems, he asked for the customers’ feedback using survey and services like GetSatisfaction.

    However, only a few customers completed the survey and the comments on GetSatisfaction did not help design. They were things like “your website is slow” and “I can’t submit your form.”

  • Does anyone have any suggestion for Jim?

    If you were him, what would you do?
  • How to increase sales?

    Do you face problems which are similar to Jim’s?

    Now, I would like to show you how a website tackled the sales problem.
  • How to increase sales?

    Do you face problems which are similar to Jim’s?

    Now, I would like to show you how a website tackled the sales problem.
  • It was an eShopping website in the US.

    The design was quite main common.

    It displayed a lot of products. When the visitor liked a product, he added it to cart.
  • It was an eShopping website in the US.

    The design was quite main common.

    It displayed a lot of products. When the visitor liked a product, he added it to cart.
  • When the visitor was ready, he checked out online.
  • There were two options in the checkout process.

    For customers who have accounts, they can login. If they forget their passwords, they can use the “forgot password” function.

    For new customers, they can register.

    Do your website work in a similar way? quite main stream.


  • There were two options in the checkout process.

    For customers who have accounts, they can login. If they forget their passwords, they can use the “forgot password” function.

    For new customers, they can register.

    Do your website work in a similar way? quite main stream.


  • This website’s owner asked a consulting company to conduct usability testing to see who he could increase sales.

    Have you heard of usability testing?

    What is it?

    Has your website gone through usability testing?
  • Essentially, the consultant invited some shoppers to shop on the website. The consultant observed the problems which the shoppers faced in the process.
  • Essentially, the consultant invited some shoppers to shop on the website. The consultant observed the problems which the shoppers faced in the process.
  • Essentially, the consultant invited some shoppers to shop on the website. The consultant observed the problems which the shoppers faced in the process.
  • Essentially, the consultant invited some shoppers to shop on the website. The consultant observed the problems which the shoppers faced in the process.
  • Let’s see what problems usability testing were able to find.
  • First of all, new shoppers did not want to register.

    They thought that they were here to buy something, not to enter a relationship.
  • Second problem. The shoppers could not remember if they had registered for accounts on the website before. Some of them tried to log on using their common or favorite emails and passwords.
  • After several trial-and-errors, some shoppers concluded that they did not have accounts on the website.

    They clicked on the “Register” button with despair. They expected that the website would use their personal information for marketing purposes. They would be bombarded with a lot of marketing email very soon.
  • How about the existing shoppers? What did usability testing find out?
  • Usability testing found that existing shoppers forgot the email addresses and passwords that they used to register for accounts.

    They could not log in, and the “forgot password” function did not help because they did not know what email address was used to register.

    Later on, by checking the web log, it was found that the website had 160,000 forgot-password requests every day. 45% of the requests did not try to complete the purchases after submitting the requests.
  • Usability testing found that existing shoppers forgot the email addresses and passwords that they used to register for accounts.

    They could not log in, and the “forgot password” function did not help because they did not know what email address was used to register.

    Later on, by checking the web log, it was found that the website had 160,000 forgot-password requests every day. 45% of the requests did not try to complete the purchases after submitting the requests.
  • Usability testing found that existing shoppers forgot the email addresses and passwords that they used to register for accounts.

    They could not log in, and the “forgot password” function did not help because they did not know what email address was used to register.

    Later on, by checking the web log, it was found that the website had 160,000 forgot-password requests every day. 75% of the requests did not try to complete the purchases after submitting the requests.
  • Given the above usability problems, what is the solution?

  • The website dropped the registration requirement. Shoppers were allowed to check out without accounts.
  • What do you think implementing this solution did for the website?
  • Shoppers who purchased increased by 45%.
  • Shoppers who purchased increased by 45%.
  • Shoppers who purchased increased by 45%.
  • With the increased shoppers, 15 million US dollars more revenue was generated in the first month.
  • With the increased shoppers, 15 million US dollars more revenue was generated in the first month.
  • With the increased shoppers, 15 million US dollars more revenue was generated in the first month.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • And, 300 million US dollars more revenue was generated in the first year.

    If you were a friend of Jim, the marketing manager whom I introduced a few minutes ago, would you recommend him to conduct usability testing for his website?

    It’s not just for Jim. You can conduct usability testing for your website to increase sales, too.
  • The campaign will pick a part of a poorly-design website and apply usability to redesign it.
  • To introduce the great importance of usability in web design, AddiThink and Beansbox would like to announce the Save Our Sites (SOS) campaign today.
  • The URL of the campaign is ...

    We also welcome you to nominate poorly-designed websites for redesign.

    As for your websites, for each participant here today, we will offer a free one-hour UI and social media clinic. In this way, we can how to increase the revenue of your websites individually.

  • Are your online marketing efforts lost at sea?

    1. 1. Are your online marketing efforts Lost at sea?
    2. 2. Jim 2
    3. 3. 3
    4. 4. 3
    5. 5. 3
    6. 6. 3
    7. 7. 3
    8. 8. 4
    9. 9. 4
    10. 10. 5
    11. 11. 5
    12. 12. 5
    13. 13. 5
    14. 14. 5
    15. 15. $ $ 6
    16. 16. $ $ 6
    17. 17. $ $ 6
    18. 18. $ $ $ $ 7
    19. 19. Search Engine $ Optimization $ $ $ 7
    20. 20. Search Engine $ Optimization $ $ $ 7
    21. 21. Search Engine Optimization $ $ $ $ 7
    22. 22. $ $ $ $ 8
    23. 23. Web Analytics $ $ $ $ 8
    24. 24. Web Analytics $ $ $ $ 8
    25. 25. $ $ $ $ 9
    26. 26. Survey & Feedback $ $ $ $ 9
    27. 27. Survey & Feedback $ $ $ $ 9
    28. 28. 10
    29. 29. ONE LAST CHANCE 10
    30. 30. 11
    31. 31. How To Increase Sales? “The $300 Million Button” by Jared Spool, CEO & Founding Principal of User Interface Engineering (UIE), Jan 14, 2009 11
    32. 32. http:// E-Commerce.com Google 12
    33. 33. http:// E-Commerce.com Google 12
    34. 34. http:// E-Commerce.com Google Add to Cart 12
    35. 35. http:// E-Commerce.com Google 13
    36. 36. http:// E-Commerce.com Google Checkout 13
    37. 37. http:// E-Commerce.com Google 14
    38. 38. http:// E-Commerce.com Google Email Address: Password: Login Forgot Password 14
    39. 39. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 14
    40. 40. 15
    41. 41. Usability Testing 15
    42. 42. 16
    43. 43. 16
    44. 44. 17
    45. 45. Findings – New Shoppers 17
    46. 46. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 18
    47. 47. http:// E-Commerce.com Google Email Address: Don’t want to register. Password: Register Login Forgot Password 18
    48. 48. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 19
    49. 49. http:// E-Commerce.com Google Did I have an account? Email Address: Password: Register Login Forgot Password 19
    50. 50. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 20
    51. 51. http:// E-Commerce.com Google Email Address: Use my info for marketing! Password: Register Login Forgot Password 20
    52. 52. 21
    53. 53. Findings – Returning Shoppers 21
    54. 54. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 22
    55. 55. http:// E-Commerce.com Google Which email did I use? Email Address: Password: Register Login Forgot Password 22
    56. 56. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 23
    57. 57. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password What email to submit? 23
    58. 58. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 24
    59. 59. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password Don’t bother to checkout. 24
    60. 60. 25
    61. 61. Solution 25
    62. 62. http:// E-Commerce.com Google Email Address: Password: Register Login Forgot Password 26
    63. 63. http:// E-Commerce.com Google Email Address: Password: Login Forgot Password 26
    64. 64. http:// E-Commerce.com Google Email Address: Password: Login Forgot Password 27
    65. 65. http:// E-Commerce.com Google Email Address: Password: Continue Login Forgot Password 27
    66. 66. 28
    67. 67. Results 28
    68. 68. 29
    69. 69. 45% Of Shoppers Who Purchased 29
    70. 70. 30
    71. 71. US$15 Million First Month 30
    72. 72. 31
    73. 73. US$300 Million First Year 31
    74. 74. 32
    75. 75. Apply Usability To Design Websites 32
    76. 76. 34
    77. 77. SaveOurSites.HK 34
    78. 78. Contact Us Today.

    ×