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Usability Conversions Tactics


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Tips, Tools, Resources for increasing web site conversions on your web site targeted to small and medium businesses. Delivered at Austin, Texas PubCon

Tips, Tools, Resources for increasing web site conversions on your web site targeted to small and medium businesses. Delivered at Austin, Texas PubCon

Published in: Marketing, Technology, Business
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  • 1. Pubcon Regional Austin 2014 Usability Conversion Tactics Presented by: Kim Krause Berg, Usability and User Interface Analyst Internet Marketing Ninjas
  • 2. Usability and Persuasive Website Design is Purposeful Design Conversions Understand your visitors goals and motivations “Economy of Form” = using less to accomplish more Remove the mystery
  • 3. elcome to Austin
  • 4. Stuff to Think About Before You Begin Persuasive Design GATHERING YOUR DUCKS
  • 5. Gather Conversions Requirements  What is the top business requirement?  Who is your target market/visitors?  Mobile?  Directory?  Why choose your site?  What keywords to people use to find your site?  Accessibility?  Social?  Prioritize main user tasks
  • 6. Tips and Recommendations PERSUASIVE WEB DESIGN TACTICS
  • 7. Provide the Answers at the point of the question • Before the slider, add introductory text and a heading • Add action words to navigation link labels • Make calls to action obvious • Avoid gray colored text • Test for color contrasts • Use common terms • Remove distractions • Provide proof
  • 8. Common Issues that Decrease Conversions • • • • • • • “Mystery” links Unidentified links Readability Understandability Navigation/Poor IA Functional/Errors Credibility • No page consistency • Rendering on various devices • Load time • Ads • Moving images • Calls to action below page fold
  • 9. Tracking Conversions Invest in: • • • • Tracking code Google Analytics User testing Server logs Usability and Conversions site reviews
  • 10. Tools •Firefox and Chrome Extensions for web development; remove images, accessibility, color pickers •Color contrast https://www.joedolson.c om/tools/color-contrastcompare.php •http://www.themobilep Alertbox /articles/ Steve Krug – Don’t Make Me Think, 2nd Edition Free Mobile Emulator
  • 11. -marketing-ebooks/natural-website-conversions.html Free Download With under five seconds to make a connection with site visitors, your web site must present value, trust, authority, ease of use, main tasks, and answers to top questions, inspire and motivate. This book explains how to decrease site abandonment and bounce rates, increase page views and conversions and send happy signals to search engines. File type: PDF
  • 12. Thank you! Questions? Email me at Visit and Internet Marketing Ninjas Facebook/cre8pc Twitter/kim_cre8pc