5 worst website mistakes - 5 best website recommendations
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5 worst website mistakes - 5 best website recommendations

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This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.

This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.

Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies

Chris Garner,
Media Director -
Affiliate and Search,
dgm

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  • Happy customer are more likely to buy again and recommend to friends, it is 5x more expensive to acquire a new customer than to keep an existing one
  • Published ArticlesCoker, B. (2011). Freedom to surf: the positive effects of workplace internet leisure browsing. New Technology, Work and Employment, 26(3).Coker, B., Hope, B., & Ashill, N. (2011). Measuring Internet Product Purchase Risk. European Journal of Marketing, 45(7/8), 1130 - 1151.Tate, M., Coker, B., & Hope, B. (2004). Moving to multi channel e commerce: Lessons learned from a case study of an apparel and home-ware catalogue company. Journal of Internet Commerce, 4(2), 1-32.Manuscripts Under ReviewCoker, Brent (2011), Seeking the Opinions of Others Online: Evidence of Evaluation Overshoot; Journal of Economic PsychologyCoker, Brent and AnishNagpal (2009), "Decision Making When Customizing: Asymmetries in response to vendor recommendations" Conference PapersCoker, B. L. S. (2010). Workplace Internet Liesure Browsing. Paper presented at the 6th International Strategic Management Conference (ISMC), St Petersburg, Russia.Coker, B. (2010). The Power of Positive Thinking: Asymmetrical Affective Perseverance in Consumer Brand Judgements In D. W. Dahl, G. V. Johar & S. M. J. v. Osselaer (Eds.), Advances in Consumer Research (Vol. 38). Duluth, MN: Advances in Consumer Research.Brent Coker, AnishNagpal, Partha Krishnamurthy (2010), "THE EFFECT OF CUSTOMIZATION STRATEGY AND RECOMMENDATIONS ON CONSUMER DECISION-MAKING", in Advances in Consumer Research Volume 37, eds. Margaret C. Campbell and Jeff Inman and RikPieters, Duluth, MN : Association for Consumer ResearchNagpal, A. & Coker, B. (2008) Reference point shift and recommendation apathy: The interaction of customisation and recommendations on consumer choice decisions. Australia New Zealand Marketing Association Conference (ANZMAC). Sydney, Australia.Brent Coker (2009), "MEASURING INTERNET PRODUCT PURCHASE RISK", in Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 668-669.Tate, M., Coker, B., & Hope, B. (2004). Insights into selling apparel remotely: A case study of a successful multi-channel retailer. Paper presented at the Pacific Asia Conference in Information Systems (PACIS), Shanghai, China.Tate, M., Hope, B., & Coker, B. (2004). Theory and practice in multi-channel e-commerce strategies: A case study of an apparel and home-ware retailer customer feedback software. Paper presented at the Australasian Conference on Information Systems (ACIS), Hobart, Australia.
  • http://aimgroup.com/2011/10/06/craigslist-revenue-falls-off-by-5-in-2011-job-ad-revenue-soars-offsets-adult-ad-drop-free-classified-sites-grow-worldwide/
  • http://www.alexa.com/topsites/countries;3/AU
  • -- Trustworthiness: TRUSTe was identified as the most trustworthy symbol online among U.S. Internet users with 55 percent of respondents indicating that the presence of the TRUSTe Privacy Seal increased their trust in the website. This is an increase of more than 40 percentage points from the year before and places TRUSTe above Visa, MasterCard, and VeriSign. Among the entire sample base, which includes Latin America, TRUSTe came in second place. -- Trustworthy Sites: Six out of the seven most trustworthy sites identified in the study are TRUSTe licensees (Yahoo!, Hotmail/MSN, eBay, AOL, iwon, and Microsoft). "This study is proof positive that addressing consumer privacy concerns will have a direct and measurable impact on a company's brand," said Bob Lewin, CEO and Executive Director of TRUSTe. "Research such as this, combined with major consumer educational initiatives such as the Privacy Partnership 2000, indicates that we are realizing our goal of building trust and confidence in the Web." 
  • -- Trustworthiness: TRUSTe was identified as the most trustworthy symbol online among U.S. Internet users with 55 percent of respondents indicating that the presence of the TRUSTe Privacy Seal increased their trust in the website. This is an increase of more than 40 percentage points from the year before and places TRUSTe above Visa, MasterCard, and VeriSign. Among the entire sample base, which includes Latin America, TRUSTe came in second place. -- Trustworthy Sites: Six out of the seven most trustworthy sites identified in the study are TRUSTe licensees (Yahoo!, Hotmail/MSN, eBay, AOL, iwon, and Microsoft). "This study is proof positive that addressing consumer privacy concerns will have a direct and measurable impact on a company's brand," said Bob Lewin, CEO and Executive Director of TRUSTe. "Research such as this, combined with major consumer educational initiatives such as the Privacy Partnership 2000, indicates that we are realizing our goal of building trust and confidence in the Web." 
  • There were2 variations for Maxibox B, including the control.
  • There were2 variations for Maxibox B, including the control.Control = 3.85% conversion Leading combination = 4.35% 12.58% higher than control 88.03% chance of beating control 138 more sales pcm $96,886 pcm or $1.2m per annum*
  • According to Attribution Theory (Kramer, 1994), visual attractiveness and feelings of trust could be related. Subconsciously, human beings may form trusting intentions towards others based on their looks.Facial symmetry is a key component of human perceptions of attractivenesshttp://www.sciencedaily.com/releases/2008/05/080507083952.htmJournal Reference:Anthony C. Little, Benedict C. Jones, CorriWaitt, Bernard P. Tiddeman, David R. Feinberg, David I. Perrett, Coren L. Apicella, Frank W. Marlowe, Thomas Reimchen.Symmetry Is Related to Sexual Dimorphism in Faces: Data Across Culture and Species. PLoS ONE, 2008; 3 (5): e2106 DOI: 10.1371/journal.pone.0002106symmetry in faces are signals advertising quality
  • According to Attribution Theory (Kramer, 1994), visual attractiveness and feelings of trust could be related. Subconsciously, human beings may form trusting intentions towards others based on their looks.Facial symmetry is a key component of human perceptions of attractivenesshttp://www.sciencedaily.com/releases/2008/05/080507083952.htmJournal Reference:Anthony C. Little, Benedict C. Jones, CorriWaitt, Bernard P. Tiddeman, David R. Feinberg, David I. Perrett, Coren L. Apicella, Frank W. Marlowe, Thomas Reimchen.Symmetry Is Related to Sexual Dimorphism in Faces: Data Across Culture and Species. PLoS ONE, 2008; 3 (5): e2106 DOI: 10.1371/journal.pone.0002106symmetry in faces are signals advertising quality
  • Before we get into the specifics of the 960 Grid System, let’s briefly discuss grid-based design in general. The idea is certainly not something that originated on the Web. In fact, it stems from one of the oldest and most basic design principles: alignment.Our brains like to simplify things to make them readily understandable. This is why we try to impose order on things that seem chaotic, like seeing a face in the craters on the moon.Naturally, the easier it is to impose order, the quicker our brains can identify a pattern and move on. Grids are so organized and orderly that they require almost no interpretation our part.
  • Nine-SixtyAll modern monitors support at least 1024 × 768 pixel resolution. 960 is divisible by 2, 3, 4, 5, 6, 8, 10, 12, 15, 16, 20, 24, 30, 32, 40, 48, 60, 64, 80, 96, 120, 160, 192, 240, 320 and 480. This makes it a highly flexible base number to work with. I first became interested in grid design via reading articles by KhoiVinh and Mark Boulton. Initially, I must admit that I didn’t fully grasp the concept. But, the more I thought about it, the more I realized that this time-tested practice from printing works well on the web. Like it or not, web pages essentially revolve around boxy shapes. Inevitably, these rectangles have to come together in some way or another to form a design.As long as we’re using shapes consisting of right angles, we might as well make some logical sense of it all. Some time after the intial work of Khoi and Mark, I happened upon an article by Cameron Moll, heralding a width of nine-hundred and sixty pixels as the optimal size for design. Basically, 1024×768 is the new 800×600, and 960 makes for a good magic number to utilize the wider canvas on which we paint.
  • The grid system is an aid, not a guarantee.It permits a number of possible uses and eachdesigner can look for a solution appropriate to hispersonal style. But one must learn how to use thegrid; it is an art that requires practice. ”Josef Müller-Brockmann
  • According to Attribution Theory (Kramer, 1994), visual attractiveness and feelings of trust could be related. Subconsciously, human beings may form trusting intentions towards others based on their looks.Facial symmetry is a key component of human perceptions of attractivenesshttp://www.sciencedaily.com/releases/2008/05/080507083952.htmJournal Reference:Anthony C. Little, Benedict C. Jones, CorriWaitt, Bernard P. Tiddeman, David R. Feinberg, David I. Perrett, Coren L. Apicella, Frank W. Marlowe, Thomas Reimchen.Symmetry Is Related to Sexual Dimorphism in Faces: Data Across Culture and Species. PLoS ONE, 2008; 3 (5): e2106 DOI: 10.1371/journal.pone.0002106symmetry in faces are signals advertising quality
  • Use Gzip - Gzip will significantly compress the size of the page sent to the browser which then uncompresses the information and displays it for the user. Many sites who use Gzip are able to reduce the file size by upwards of 70%. You can see if sites are using Gzip and how much the page has been compressed by using GID Zip Test.
  • Benefits of Tag Management SystemsTag management systems offer a wide range of benefits for businesses, including efficient tracking, reduction in IT resources, accurate tracking, faster page load times, better SEO, and higher conversions.Here are some key benefits of tag management:Reduce tech resources – Saves large amounts of engineering time in adding, deleting, or editing tags because the systems come with pre-configured tags already – you just need to enter your account id or similar values and the tag is ready to go.Increase accuracy – Reduces human error in tag deployment.Significantly increase marketing agility – Make it simple and quick to try new things, thus increasing the likelihood of finding that one new special strategy or channel that can accelerate growth.Reduce page load time – This impacts the purchase conversion rate from your site visitors as well as improves your SEO ranking with google as that is taken into consideration in their algorithm.Data protection – Only fire tags when they should be fired so that third parties do not get more insight into your customers than they need to.De-duplication of conversions – Make sure your payable conversion firing events are 100% aligned with your true business deal and avoid paying twice for the same conversion.Improved system reliability – Using asynchronous tag loading no tag will ever make the page time out the consumers. Third party systems no longer impacts your site.Additional Benefits in Tag Management SystemsDepending on the solution, tag management systems can also provide additional benefits including:Versioning – Ability to do roll back to a certain previous configuration and keep track of changes to your tags.Auditing & access rights – Helping to control which users can change a tag as well as giving you a complete history of tag changes by different users.Meta-data management – Create a library of well defined variables that are available about your visitors on the web-site – re-use these variables in rules and inserted into tags as variables. Some systems provides an out of the box meta data model to make this easier for you – specific to your business model.Cross environment deployment – Streamlines the change process across development, staging, and production environments.
  • Analytics is mechanical how the user navigates around the sightSurvey is attitudinal and is subjectively about sentiment and feeling Eye tracking is behavioural and is based on our eyes response visual stimulationsignals
  • Analytics is mechanical how the user navigates around the sightSurvey is attitudinal and is subjectively about sentiment and feeling Eye tracking is behavioural and is based on our eyes response visual stimulationsignals
  • 84% of browsers have an "instantaneously unique fingerprint." What's more? Efforts to disguise a browser might actually make consumers more easily identifiable.http://econsultancy.com/us/blog/5923-web-browser-fingerprintshttp://www.clickz.com/clickz/news/2030243/device-fingerprinting-cookie-killerFingerprint tracking can result in greater tracked conversions of 2% – 8% over cookie tracking alone, measured againstGoogle Affiliate NetworkCommission JunctionThus giving you the most accurate picture of your marketing results.
  • 84% of browsers have an "instantaneously unique fingerprint." What's more? Efforts to disguise a browser might actually make consumers more easily identifiable.http://econsultancy.com/us/blog/5923-web-browser-fingerprintshttp://www.clickz.com/clickz/news/2030243/device-fingerprinting-cookie-killerFingerprint tracking can result in greater tracked conversions of 2% – 8% over cookie tracking alone, measured againstGoogle Affiliate NetworkCommission JunctionThus giving you the most accurate picture of your marketing results.

5 worst website mistakes - 5 best website recommendations 5 worst website mistakes - 5 best website recommendations Presentation Transcript

  • Five worst website mistakes
  • 13 Years
  • 25%
  • Smaller brands
  • We deliver 2.5 customers a second
  • Website Conversion >> Media What you going to get in the next 20 mins 12
  • PROBLEM
  • How do we increase online sales effectively?
  • SOLUTION
  • Spend more money on Media
  • Turn more clicks into customers
  • Improve website conversion
  • Why increase satisfaction?
  • $
  • 2007 2011Website facet Mean SD Mean SDSearch Quality 2.3 0.57 2.2 0.59Ease Of Use 1.9 0.36 2.5 0.53Information Quality 2.4 1.52 3.1 0.64Information Relevancy 2.6 0.93 2.1 0.85Page Load Speed 4.1 0.69 3.3 0.51Visual Appeal 2.8 0.91 3.6 0.77Trustworthiness 2.9 0.42 3.7 0.64Satisfaction 3.2 0.50 3.8 0.69Loyalty 3.7 1.01 2.7 0.83Referral Likelihood 2.7 0.17 3.5 0.82
  • How are you gathering user feedback on your site?
  • BehaviouralPsychologyis oftencommonsense
  • On the pageWeb Sitetactics
  • Trust
  • Brand Social proof Recognition Visual appeal
  • Priceguarantee Brand
  • 1/3 of thework force is Brandover 50,givescustomerstrust
  • Australia’s most trusted brand
  • $7.2B in revenue for FY2011
  • Peer to peerselling relies Brandon trust
  • Peer to peerselling relies Brandon trust
  • Q1 2012 revenue $3.3B
  • Designed forcustomers Social proofnot forbrands
  • Designed forcustomers Social proofnot forbrands
  • $400K in sales in August 2012
  • Deliversmore sales Social prooffor Dell thanFacebook
  • 957,056 visitors in August 2012 (more traffic than Catch of the Day)
  • Recognition
  • Usedtechnologyto measurethe results
  • Control Page B1 Variant B2
  • 50% increaseinconversion Control Page B1 Variant B2
  • How can you improve trust for your business?
  • Visualappeal
  • Which person would you trust?
  • Or…
  • Winner of 2012 ORIA’s
  • How do your customers rate your site’s visual appeal?
  • Brand Social proof Recognition Visual appeal
  • Page load Performance
  • Customersexpect yourwebsite to 40% ofload in less customers willthan 2 abandon anyseconds site that takes longer than 3 seconds to load. For every 1 For every 1 second of load second of load time, time, user conversion satisfaction drops by 7% drops by 16% http://www.linkedin.com/in/jcolman http://www.webpagetest.org/
  • What would you do if your pageload speed was twice as long as your competitors?
  • How do we improve page load speed?
  • Free toolmeasurespage loadspeed
  • Displaystrackingtags fromAd Servers& Networks
  • iFramecontainertags cantake ¼ of asecond
  • Universalcontainertag
  • AsynchronousTag loading isthe future
  • Ease of use Navigation
  • Converts 3x higher than our average fashion site (we deliver $8M fashion sales per annum)
  • What tests are you undertaking to improve navigation?
  • Information Contentquality
  • Googlebotcannot indexcontentbehind thepaywall
  • 1.24%conversionrate
  • PROBLEM
  • Improve click volumes to key report
  • Improve sales from key reports
  • 16.44% oftotal visits
  • First clickfree, allowsGooglebotto indexyour content
  • 16.44% oftotal visits
  • 200% YoYincreasedSEO visits 0 10,000 5,000 15,000 20,000 25,000 30,000 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 launch Nov-11 click free Dec-11 Date of first Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
  • 100 20 80 140 40 60 120200% YoY 0 0 10,000 5,000 15,000 20,000 25,000 30,000 Jul-10Conversionsincreased by Jul-10 Aug-10 Aug-10 Sep-10 Sep-10 Oct-10 Oct-10 Nov-10 Nov-10 Dec-10 Dec-10 Jan-11 Jan-11 Feb-11 Feb-11 Mar-11 Mar-11 Apr-11 Apr-11 May-11 May-11 Jun-11 Jun-11 Jul-11 Jul-11 Aug-11 Aug-11 Sep-11 Sep-11 Oct-11 Oct-11 launch Nov-11 Nov-11 click free Dec-11 Dec-11 Date of first Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Jul-12
  • Information Contentrelevancy
  • Discovery
  • Analytics Survey Eye Tracking
  • Analytics Survey Eye Insight Tracking
  • 1.24%conversionrate
  • 14,000 pageviews permonth
  • 40% bouncerate
  • Eye trackingsurvey
  • Call toactions arebeingignored
  • Below thefold
  • Bannerblindness
  • Created ABnTest with 3differentvariables
  • 98% certainto beat thecontrol
  • 50% increaseinconversion
  • How do you optimise customer conversion on your site?
  • 36+% of Australian Internet users delete their third-party cookies in a month comScore report (2011)Last clickcookie wins http://www.comscore.com/Press_Events/Press_Release s/2011/2/comScore_Publishes_White_Paper_on_the_I mpact_of_Cookie_Deletion_on_Website_Audience_Me asurement_in_Australia
  • >> MediaMedia 171
  • CAN’T BEMEASURED
  • How can you attribute online sales to Offline Ads?
  • PROBLEM
  • 7.1 million AutoClub membersin Australia
  • CAN NOW BE MEASURED
  • CAN NOW BE MEASURED
  • Number of coupon sales per month 501Value of coupon sales per month $100KMonthly cost saving $10K
  • 111M TV viewers inUSA
  • What are you doing to measure offline?
  • Five worst website mistakes
  • Hard to find informationSlow download speedSlow response to emailsBad quality informationUnattractive design
  • Five recommendations to improve websites
  • Add feedback buttons to every pageTest test test using objectivityImprove trust wherever possibleImprove page load speed: Use tag managementBegin to measure offline Ad performance online