Conversion Design: Maximizing Your Site's ROI
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Conversion Design: Maximizing Your Site's ROI

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Tim Ash, a landing page optimization guru, likens many website owners to parents: they’ll never admit that their baby (their website) is ugly. Often times it takes letting go of ego and accepting ...

Tim Ash, a landing page optimization guru, likens many website owners to parents: they’ll never admit that their baby (their website) is ugly. Often times it takes letting go of ego and accepting the brutal, data driven reality that while a site may be aesthetically pleasing, it can also be useless and produce little to no ROI. Regardless of whether you are the proud owner of an ugly baby or you are building your site from scratch, conversion design is critical to strategically tying your site to your over-arching business goals.


By moving through this six step process, you can remove the guesswork from website creation and optimization and create common ground for your team (web designer, web developer, and site stakeholders):


1) Personas
2) Plausible User Case Scenarios
3) Information Architecture (Sitemap)
4) Wireframes
5) Design
6) Development


In this webinar we will focus on the first four steps and their impact on creating a ROI-focused common ground for all involved in the site creation process.=

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Conversion Design: Maximizing Your Site's ROI Presentation Transcript

  • 1.
  • 2.
  • 3. Make me a money tree
  • 4. Make me a
  • 5. Make me
  • 6. Make me a money tree.
  • 7. It is possible.
  • 8.
  • 9.
  • 10.
  • 11. Do you own an ugly baby?
  • 12. Symptoms
    attachment
  • 13. Symptoms
    attachment
    low conversion rates
  • 14.
  • 15. $$$
    $$$
    $$$
  • 16. $$$
    $$$
    $$$
  • 17. It works pretty good, don’t it?
  • 18.
  • 19. Conversion Design
    Maximizing Your Site’s ROI
  • 20. Conversion
  • 21. Why does your site exist?
  • 22. Conversion
    purchase
  • 23. Conversion
    purchase
    form fill
  • 24. Conversion
    purchase
    form fill
    download
  • 25. Conversion
    purchase
    form fill
    download
    phone call
    options are endless…
  • 26. Conversion
    purchase
    form fill
    download
    phone call

  • 27. Conversion Design
  • 28. Conversion Rate = ROI
    Website A
    Website B
    100,000
    $75
    1.9%
    $1.43
    $142,500
    Visits
    Order Value
    Conversion Rate
    Per Visit Value
    Revenue
    100,000
    $75
    1.0%
    $0.75
    $75,000
  • 29. Global Average
    2% to 3%
  • 30. Vertical Averages
    Fashion and Apparel 1.7%
  • 31. Vertical Averages
    Fashion and Apparel 1.7%
    Electronics .8%
  • 32. Vertical Averages
    Fashion and Apparel 1.7%
    Electronics .8%
    Software 2.1%
  • 33. Vertical Averages
    Fashion and Apparel 1.7%
    Electronics .8%
    Software 2.1%
    Outdoor and Sports 2.3%
  • 34. Strategy before tactics.
  • 35.
  • 36. ersona
  • 37. ersona
  • 38. ersona
    Name
  • 39. ersona
    Pithy Description
    Name
  • 40. ersona
    Pithy Description
    Needs and Performance
    Name
  • 41. ersona
    Pithy Description
    Needs and Performance
    Name
    Demographics
  • 42. ersona
    Pithy Description
    Needs and Performance
    Name
    Demographics
    Applied Psychographics
  • 43. brain
    heart
    hands
    feet
  • 44. www.eboostconsulting.com/marketing-personas
    ersona
  • 45. ersona
    ucs
  • 46. lausible User Case Scenarios
  • 47. lausible User Case Scenarios
    Needs
    Wants
    Demands
  • 48. lausible User Case Scenarios
    Needs
    Wants
    Demands
  • 49. lausible User Case Scenarios
    Needs
    Wants
    Demands
    Choices,
    Instant Gratification
    Flexibility
    A Deal
  • 50. lausible User Case Scenarios
  • 51. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
  • 52. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
  • 53. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
    Search Engine User
  • 54. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
    Thrifty
    Search Engine User
  • 55. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
    Quick
    Thrifty
    Search Engine User
  • 56. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
    Quick
    Thrifty
    Search Engine User
    Flexibility
  • 57. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
    Quick
    Thrifty
    Search Engine User
    Flexibility
    Conversion!
  • 58. lausible User Case Scenarios
    - Google User
    - Needs choices, instant gratification
    - Wants flexibility
    - Demands a deal
  • 59.
  • 60. ersona
    ucs
  • 61. Objectives aligned.
  • 62. Designer
    Aesthetics
  • 63. Developer
    usability
    code tidiness
  • 64. Business Owner
    cost
    brand
  • 65. Stakeholders, Managers, Employees, etc.
  • 66.
  • 67. ersona
    ucs
    ???
  • 68. ireframes
  • 69.
  • 70.
  • 71.
  • 72.
  • 73. ireframes
  • 74. ireframes
  • 75. B
    W
    ireframes
    Color Contrast
  • 76. Size
    B
    W
    B
    W
    ireframes
    vs.
  • 77. B
    W
    B
    ireframes
    W
    Positioning
  • 78. Key Tools
    size
    color contrast
    positioning
  • 79. Strategy before tactics.
    ersona
    ucs
    ireframes
  • 80.
  • 81. Design and Development
  • 82. Wrap Up.
  • 83. ersona
    ucs
    ireframes
  • 84.
  • 85.
  • 86.
  • 87. Site that converts.
  • 88. Where to start?
  • 89. At the beginning.
  • 90. Small changes.
    Big impact.
  • 91. Conversion Design
    Maximizing Your Site’s ROI