Usability and Conversions

Usability and Conversions
Copyright 2009 Cre8pc.com Search Camp Philly 2009

Kim Krause Berg (aka “CRE8PC”)
Web Site Usability and SEO Consultant
Founder:
Cre8pc.com
UsabilityEffect.com
Cre8asiteforums.com
Akesana.com
Consultant, writer, columnist, SEO, Internet software QA testing, user manuals, requirements documentation, accessibility, usability, forums owner, instructor for the SearchEngineCollege.com
Member of the Usability Professionals Association
Member of the American Society for Information Science and Technology (ASIS&T)

“ Natural Leather”, Brand
Steven Shake It (Natural Leather ) - Fringe Boots ; Read Steven Shake It product reviews, or select the Steven Shake It size, width, and color of the Steven ... www.zappos.com/n/p/dp/33633062/c/478.html

Brand, “Fringe”
Buy Frye Bella Fringe Pull-on Boots at the lowest price, guaranteed! ... Suede, leather sole, leather lined, stacked wood heel; Model number Bella Lo Flw ... www.overstock.com/Clothing... Fringe ... Boots /.../product.html -

Searchability > Findability > Usability
Site owners expect the pattern to be
being located in search engines
to being visited
And then the logic seems to stop.
Meta and Title Tags are HOT!
Follow up your search lead with page that meets user expectations

Usability Foundation: Cut back at your own risk!
Requirements Gathering; WHO IS IT FOR?
Web site guidelines; plan, site map, mock up
Establish tasks; create Information Architecture
Review with consultant (“Will this work”)
Design; select software; access performance needs
Content; Persuasive writing; link labels; anchor text
User Interface; tasks; call to action, forms
Conversions; tied to UI, Content, IA, Human behavior
TEST TEST TEST
Search Engine and Social Media Marketing

Conversions
Your Unique Selling Proposition
Placement of call to action prompts (call now, apply today, limited time special…)
Authenticity and Credibility
Images
Accessibility
Mobile
User generated feedback
Social site links (Twitter, FB, Linkedin….)
Clean navigation; easy to use navigation
Readability (Font sizes and contrasts)
Customer service; phone number visible, feedback, hours, payment methods, no invasive forms, guarantees

Usability Conversions Tips
Be ready with next step in user task WHEN THEY’RE THINKING ABOUT TAKING IT
Don’t Make Me Think – consistent navigation, user instructions, easy to read buttons
Don’t Make Me Beg – location, show sales early, your hours? Samples? Instructions?
Don’t Make Me Get Lost – Confidence, trust
What’s in it for ME – Why do you want my phone number?
You Had Me at Hello – Repeat customers, incentives, finding things fast from the homepage, value prop on homepage
You Don’t Send Me Flowers Anymore – email lists, blog feeds, coupons, discounts, special accounts, Amazon!!!

http://www.usabilityeffect.com/freeresources.doc
http://twitter.com/kim_cre8pc
http://www.facebook.com/cre8pc

Usability and Conversions

by Kim Krause Berg

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 2

Statistics

Usability and Conversions Presentation Transcript