Website Conversion

792 views

Published on

A presentation I gave at the ECMOD (Direct Commerce) show on 1st December, on why new websites do not convert as expected when first launched.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
792
On SlideShare
0
From Embeds
0
Number of Embeds
193
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Website Conversion

  1. 1. Hayden Sutherland Ideal Interface 1 December 2011 © 2011
  2. 2. “Why doesn’t my new website convert as expected?” © 2011
  3. 3. So….. © 2011
  4. 4. You eventuallycommissioned that new ecommerce website © 2011
  5. 5. You went through a lot….http://www.flickr.com/photos/55381795@N04/5180211802/ © 2011
  6. 6. http://www.flickr.com/photos/59937401@N07/5474158159 © 2011
  7. 7. You made a few promises to the boss about increased conversionhttp://www.flickr.com/photos/13923263@N07/1471150324/ © 2011
  8. 8. So why has your conversion rate dropped? © 2011
  9. 9. There are several things you need to consider © 2011
  10. 10. 1. Existing users now get a different experience © 2011
  11. 11. 1. Existing users now get a different experienceRecognition Vs. Recollection © 2011
  12. 12. 1. Existing users now get a different experience Returning visitors are thegreatest proportion of users © 2011
  13. 13. 1. Existing users now get a different experience © 2011
  14. 14. 1. Existing users now get a different experience“Don’t make me think” © 2011
  15. 15. 1. Existing users now get a different experience HSBC Example 2007 onwards © 2011
  16. 16. © 2011
  17. 17. © 2011
  18. 18. © 2011
  19. 19. © 2011
  20. 20. 2. Your site isn’t optimised (yet) © 2011
  21. 21. 2. Your site isn’t optimised (yet) Obligatory image of a funnel © 2011
  22. 22. 2. Your site isn’t optimised (yet)• You have a new checkout process, but: – Are the buttons in the correct place? – Are they the right size?• You have new imagery, but: – Does it convey enough reassurance? – Are they showing your products well? © 2011
  23. 23. 2. Your site isn’t optimised (yet)• Your content may be re-written, but: – Does it work as well as it could? – Does it explain complex terms? – Does it say “why” the information is needed? – Are your merchandising teams writing copy that informs & converts….. ….rather than just ‘self-referential’? © 2011
  24. 24. 2. Your site isn’t optimised (yet)Your A/B or multi-variate testing hasn’t had a chance to learn what works! © 2011
  25. 25. 2. Your site isn’t optimised (yet) This is only the start of the process © 2011
  26. 26. 2. Your site isn’t optimised (yet) No basket / checkout is perfect © 2011
  27. 27. 2. Your site isn’t optimised (yet) If it ain’t broken…. © 2011
  28. 28. 2. Your site isn’t optimised (yet) If it ain’t broken…. …. you’re not looking hard enough © 2011
  29. 29. 3. You’re losing visitors from search engines © 2011
  30. 30. 3. You’re losing visitors from search engines• Some things your new web agency might not tell you © 2011
  31. 31. 3. You’re losing visitors from search engines• Some things your new web agency might not tell you – Changing your navigation structure – Changing your directory naming – Changing your server file name extensions © 2011
  32. 32. 3. You’re losing visitors from search engines• Some things your new web agency might not tell you – Changing your navigation structure – Changing your directory naming – Changing your server file name extensions Could lose you traffic © 2011
  33. 33. Because when the Spider comes back…..http://www.flickr.com/photos/49823434@N00/4969812643/ © 2011
  34. 34. ???http://www.flickr.com/photos/49823434@N00/4969812643/ © 2011
  35. 35. 4. The site is too slow• No new site is smaller in page weight than the previous one – AJAX / JavaScript adds interactivity & size – Mobile users – Affects SEO• Caching strategy is not optimised © 2011
  36. 36. 5. You still have bugs• Exhaustive testing takes time• UAT always gets squeezed• ‘Fit for purpose’ means…..• Even 99.99% pass rate © 2011
  37. 37. What can you do?• Understand your users – What could jar the user experience?• Keep testing – Make your site as flexible as possible• Get technical with SEO – 301 redirects (Point old URL’s to new URLs) – Update sitemap.xml (Submit ASAP) © 2011
  38. 38. What can you do?• Carry out performance optimisation – Front end (HTML/CSS, Images, etc.) – Caching, etc.• Ensure your testing approach is comprehensive – Focus effort on conversion funnel – Prioritise remaining issues & have a separate work-stream © 2011
  39. 39. In summary © 2011
  40. 40. Consider these thingsBEFORE you redevelop your new site © 2011
  41. 41. And hopefully you wont have to make promises you can’t keephttp://www.flickr.com/photos/13923263@N07/1471150324/ © 2011
  42. 42. Thank youwww.idealinterface.co.uk @haydens30 © 2011

×