Web Design For ROI

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Web Design for ROI: How Design Impacts Effectiveness Lance Loveday Sandra Niehaus CEO VP User Experience, Creative Director

More info & resources at: www.WebDesignForROI.com

The Business Case for Design

The Business Case for Design Conversion Optimization

The Business Case for Design Conversion Optimization Real World Examples

The Business Case for Design Conversion Optimization Real World Examples Tools & Resources

The Business Case for Design

Fragmentation of Media – and Attention

TV Hurting

The Web - Now a Mass Medium

Advertisers Haven’t Caught Up

Influence on Retail 43% of all retail sales are expected to be influenced by or made on the Internet by 2012 Forrester: “The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012” and U.S. Dept. of Commerce

Influence on B2B 83% of businesses use the Internet to research and find potential vendors. * Enquiro: “Business to Business Survey 2007.”

The Impact of Design on Credibility of web users admit making judgments 75% about the credibility of an organization based on the design of its web site. Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003) 18

The Impact of Appearance on Trust 68% of U.S. online shoppers agree that they will distrust a site that doesn’t have a professional appearance. Source: eMarketer, 2006

How Quickly Are You Judged?

Conversion Optimization

Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

What Conversion Optimization Can Do for You 25% - 400% increase in conversion rate (on average) The median conversion increase is 40% - 60%

OK, but is a smaller increase worth the effort? 35

$24M annual sales Increase conversions from 2.0% to 2.1% = $1.2M incremental revenue = 36 1,100% increase in annual ROI

Better web sites make more money

What Does All This Mean For YOU?

Job Security

It’s all about using the right leverage... ...in the right places 40

How Design Attention is Allocated How It Is

How Design Attention is Allocated How It Is How It Should Be (based on ROI)

Real World Examples 43

44

45

Landing Pages

Landing Pages = Visitors’ First Impression of You

Use Consistent Imagery and Messaging Banner ad: Landing page:

Provide What You Promised Banner Ad Landing Page (where’s the offer?)

Case Study – Home Page as Landing Page

New Landing Page with Segmenting Options

New Landing Page with Segmenting Options Result: 1500% increase in leads

Case Study: Before

Case Study: After

Case Study: After Result: 600% increase in conversion rate

Case Study: Before

Case Study: After

Case Study: After Result: 200% increase in leads, no quality decrease

Some Landing Page Design Guidelines • Separate from site – Focus attention • Extension of ad – Use consistent imagery & messaging • Fewer, more meaningful graphics • Compelling copy • Clear call to action • Fewer form fields (within reason) • Clear, prioritized buttons • Personalize when possible • Segmentation options

Shopping Cart / Checkout

Pop Quiz What is the average shopping cart abandonment rate across all industries (US)? A. 28% B. 59% C.46% D.34% 61

National average, across all industries Source: MarketingSherpa E-Commerce study, 2006 62

Why Do We Abandon Shopping Carts? 63

Or just can’t figure out what to click next? 64

Buttons that all look the same 65

Prioritized & differentiated 66

Prioritized & differentiated

Case Study: Before

Case Study: After

Before

After

Before

After

Before

After

After Result: 20% reduction to cart abandonment rate

Single-Page Checkout

You Know Single-Page Checkout Works When…

Some Shopping Cart / Checkout Process Design Guidelines • Progress indicator • Thumbnail images displayed in cart • Automatic formatting of fields • Clear & helpful error messages • Prioritized buttons with clear wording • Providing all info about purchase – shipping, return info, etc. • Single-screen checkout AVOID • Short time-out periods • Requiring ‘registration’ as a separate step

Conversion Optimization – Tools & Techniques to Get There

Analytics Make meaning out of metrics

Usability Testing

Site Effectiveness Reviews

A/B Testing

Multivariate Testing Compare multiple images… …and multiple headlines

Multivariate Testing

Agency-focused tool for multivariate testing

Some Tool Vendors • Usability Testing Software – Morae - www.techsmith.com/morae.asp • Analytics Tools: – Google Analytics – www.google.com/analytics – Omniture – www.omniture.com – WebTrends – www.webtrends.com – CoreMetrics – www.coremetrics.com • Multivariate Testing Tools: – Google Website Optimizer - http://services.google.com/websiteoptimizer/ – OptiMost – www.optimost.com – Offermatica – www.offermatica.com – WideMile – www.widemile.com

Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing • The business case for conversion optimization • Motivating case studies • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: \"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.\" -- Bryan Eisenberg, bestselling author of Call to Action \"Filled with practical design tips proven to increase conversion rates and improve your online results.\" -- Jeff Hackett, SVP, Online Sales, Wachovia 90

Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing s? • The business case for conversion optimization on esti• Motivating case studies Qu • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: \"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.\" -- Bryan Eisenberg, bestselling author of Call to Action \"Filled with practical design tips proven to increase conversion rates and improve your online results.\" -- Jeff Hackett, SVP, Online Sales, Wachovia 91

Thank You! lance@closed-loop-marketing.com sandra@closed-loop-marketing.com

Web Design For ROI

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