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Web Marketing Week4
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Web Marketing Week4






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  • - 燈光 - 指引(help you find what you want) - 貨架高度、走道寬度 - 促銷 - 結帳速度
  • - 燈光 - 指引 (help you find what you want) - 貨架高度、走道寬度 - 促銷 - 結帳速度
  • - Pull - Push before Pull - Which side? Push or pull?
  • - Click logo to go home (home means home page) - Inbox is where mails locates, recycle bin means trash can - Warning & OK
  • - You are here - Current location & quick links - Unread and forwarded
  • Or use color
  • - People from Russia, China, Brazil... They might buy. But are we willing to spend $5,000 bandwidth fee to sell 5 more copies? - Optimization for mobile may be much more important to a restaurent than software
  • 便利商店 : Cross selling: 便當 + 飲料 Up selling: 滿 $79 送一點

Web Marketing Week4 Web Marketing Week4 Presentation Transcript

  • Internet Marketing Practices Week 4: Converting Visitors to Customers Alan Chen, 2011
  • Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid It's about these
  • Price/Package might be the Key
    • How much 1 st time users want to pay? (e.g. $39)
    • How much users willing to pay per order? (e.g. $99)
    • How much users consider it a bargain? (e.g. 50%)
    • What kind of package are popular? (e.g. AP+3 rd party AP, or AP+content)
  • Price is not the only key
    • e.g. 7-11 vs. Costco
    • e.g. Starbucks vs. 7-11
    • e.g. Pchome vs Yahoo! Bid
    • Usability is no less important than price
  • Users can leave a store because:
    • They can't find the product
    • They don't see the benefit
    • They don't want to wait
    • They don't like the product display
    • And other reasons...
    Price issue can be neutralized by other factors, e.g. convenience, service, brand, trust, etc
  • In terms of Design Principle In terms of Development
  • We and visitors communicate only through web pages (We don't even have a chance to ask them “Why you leave”)
    • Visibility: how to interact with the device, and the mapping between actions and operations
    • Affordance
    • Knowledge in the head/in the world
    • Cognitive aids
    • Natural mapping
    Source Source Source: Don't make me think (book)
    • Visibility
    • Affordance: Let users know how to operate it
    • Knowledge in the head/in the world
    • Cognitive aids
    • Natural mapping
    Source Source
    • Visibility
    • Affordance
    • Knowledge in the head/in the world: what users have learned, in the virtual world and real world
    • Cognitive aids
    • Natural mapping
    • Visibility
    • Affordance
    • Knowledge in the head/in the world
    • Cognitive aids (memory aids): visual clues on what you are doing, or what to do
    • Natural mapping
    • Visibility
    • Affordance
    • Knowledge in the head/in the world
    • Cognitive aids
    • Natural mapping: the relationship between controls and effects. Labels can be faulty
    Source: The design of everyday things
  • In terms of Design Principle In terms of Development
  • Element of the Web Digital representation of documents Formatting documents a) Display b) Searching Linking Documents Monash University: Web-based Systems Development The Web Connecting Computers
  • Connectivity
    • Geo-location
      • Can people all over the world can access? Should they share the same bandwidth?
    • Device
      • How many people using Mobile device to your site?
    • Speed: browsing and downloading
      • Not all countries have cheap broadband
    • Scalability
  • Source: Akamai
  • Cloud and CDN (Content Delivery Network)
    • Scalability
    • Better download experience
    Source: Akamai Speed is one of SERP ranking criteria- Google incorporating site speed in search rankings (Matt Cutts)
    • Mechanism load-balancing, in multiple ISP
    • Site performance monitoring and warning
    • Can users operate without multimedia?
      • Alt text, also for SEO
    • Browser support
      • HTML 5 does has built-in video player, but not all features are standardized and supported by all browsers?
    • Reasonable trade-off between quality and file size
    • Video length
      • Download time (streaming?) and user patience
    • If each thumbnail file size can be reduced from 40KB to 20KB, it can saves almost 50% of download in total
    • From 10 sec to 5 sec, or 30 sec to 15 sec
    46KB 21KB 8KB
    • Many web sites tune their performance to hundreds ms e.g. CSS sprite , Yahoo!
  • Rich Content vs. Users' Patience
    • Google has many intro videos
    • Most of them are about or shorter than 2 mins
    • If your visitors do not have patience to watch the video, your effort will be in vain
    • Link maintenance
      • Avoid dead links
    • Easiness of navigating the site
      • Mainly usability issue
    • Clear navigation aids
    • Meaningful hypertext label
    • Do you remember the importance of anchor text in SEO?
    Linking Documents
    • Clear actions
    • Ambiguous actions
    • But readability might be an issue, especially to our readers
  • (No value to SEO) (Almost No value to SEO) Customize Avatar Customize Your Avatar Now
    • Color, layout, font-size, etc
    • Common layout standard
      • Navigation hierarchy
    • Consistency
    • Optimal screen size
    Document Display
  • Starting from iClone home
  • Many people use wide-screen, and their computer are too old to run our AP. Can we design for bigger screen resolution?
    • Use too less space is better than too much
    • Let's see some more facts
    • This is what a 1024*768 user will see in CTA page...
  • Document for Search
  • Document for Search What users want/need? Do we provide enough contents in the right type/theme?
    • Up-selling and cross-selling: reduce search effort, shorter decision making process, increase order value
    Up-selling Cross-selling
    • Cross-selling
      • Lunchbox + drinks
    • Up-selling
      • 集點換贈品
      • e.g 7-11. From $77, to $60, to $66
      • Not by average because most order are under $30
      • 掌握中間選民
  • How can Usability Make Difference?
  • a Podcast from Julie Zhuo Facebook's Design Manager
  • Facebook's experiments
    • Problem: Less than half of Facebook users were able to successfully upload photos.
    • Solution: switching from java/flash file selector to the browser native file selector which increased uploads by 11%.
    • Problems: The team found that of 85% who uploaded a photo would only upload one photo.
    • Solution: Perhaps people don't know how to hold down shift and select multiple photos to upload. The added a tip before the upload process begin on how to select multiple photos. The metric dropped from 85% to 40%
  • Facebook's experiments
    • Problems: The team wanted to improve content sharing and turned to the composer for an answer.
    • Solution:
      • The team added more features on the composer to make it easy to perform those actions .
      • The team thought maybe people will update their status more if they saw their last status when they signed in. Added that change in.
      • The team then thought perhaps it takes too much to have to click composer to update your status so they made the composer active by default.
    • Not much Changed
  • Facebook's experiments
    • Problems: a really boring deactivation page when you close your account which said – “ We're sorry you're leaving. Tell us why Facebook was not useful.”
    • Solution: “like leaving summer camp (you know a place which has all your friends, and you don't want to leave.)”
    • Reduced the deactivation rate by 7%
  • How we grew a web app’s sales by 33%
  • PhotoShelter's Experiments
    • Improve the offer
      • PhotoShelter already had a free version, but it had limited features
      • Split test was carried out using Google Website Optimizer
  • PhotoShelter's Experiments
    • Communicate it better
      • Reworded table of benefits, prioritizing features
      • Expressing benefits in words that users would understand
  • PhotoShelter's Experiments
    • Getting new customers to engage with the product ASAP
      • Removing distractions: we changed the user journey to encourage customers to take the vital next steps
  • PhotoShelter's Experiments
    • Slightly change the architecture of the site
      • Viewing examples of other photographers’ PhotoShelter websites had persuaded them to get their own
      • Added the Examples page to the global navigation bar
      • A split test confirmed it had increased the site’s overall sales by 12%
  • Reallusion's Landing Page Example http://www.reallusion.com/crazytalk/animator http://crazytalk.reallusion.com
    • Reducing search time
    • Avoiding distraction & Giving direction
    • SEO!
  • Landing Page Optimization
    • Clear title & description (SEO)
    • Persuasive ones & Review
    • Plus creditable review & testimonial
    • Big action button, and a few supplementary links
  • More Usability Researches
    • E-Commerce Checkout Design : at least 59.8% of potential customers abandon their shopping cart (MarketingSherpa puts it at 59.8%, SeeWhy at 83% and MarketLive at 62.14%)
    • Your Checkout Process Should Be Completely Linear
    • Add Descriptions To Form Field Labels
    • Avoid Contextual Words Like “Continue”
      • “ Continue Shopping” or “Continue to Checkout”
    • Visually Reinforce All Sensitive Fields On The Payment Page
    • Don’t Use An “Apply” Button In Your Form
    • Format Field For Expiration Date Exactly As It Appears On Credit Card
    • Use Only One Column For Form Fields
    • Use Shipping Address As Billing Address By Default
    • Use Clear Error Indications
    • Registration Should Be Optional
    • Don’t Require Seemingly Unnecessary Information
  • Try your best to help users find the info and achieve the goal, quickly, easily, and SUCCESSFULLY Availability and Reliability is the key to TRUST, which is the most important key on the Internet
  • Feedback from Last Week
  • Notes for Lottery Example
    • Someone take 2*B
      • At beginning or mid
    • 2* (A+B)
    • No one take B
    • Someone like B in particular?
    • A+B is the most popular package
    • Not enough B
  • What Kind of A/B Testing might be Useful?
    • Home Page: Flash and Image as main banner
      • Whether Flash really more attractive?
        • Not so device-friendly
        • Increase load time
      • Home page is the main landing page
        • Most cost-effective
        • Best place to test, and gain experience on improving usability
  • What Kind of A/B Testing might be Useful?
    • Consolidate promotional buttons
      • One button vs. multiple buttons
      • Clue or confusion?
    Why not make box click-able?
  • What Kind of A/B Testing might be Useful?
    • Different approach
      • Benefits vs. Promotional package
    • Different message and position
    • Different design style
      • Promotional vs. elegant design
    • Make another "Download Now" button
    • "Free" can be good and bad to us
  • That's all for today, any question?
  • What will we do next time?
    • Week 5: Retaining Customers
    • Exercise: One example that you would improve in terms of usability, may be but not limited to Reallusion web site or products
  • More material if you are interested in Conversion...
    • Don't Make Me Think (Book)
      • http://www.amazon.com/Dont-Make-Me-Think-Usability/dp/0321344758/
    • The Design of Everyday Things (Book)
      • http://www.amazon.com/Design-Everyday-Things-Donald-Norman/dp/0465067107
    • Landing Page Optimization (Book)
      • http://www.amazon.com/Landing-Page-Optimization-Definitive-Conversions/dp/0470174625/
    • “ Useit.com” Web site
      • http://www.useit.com/