One Chapter from Call to Action Website Optimization workshop

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One Chapter from Call to Action Website Optimization workshop

  1. 1. Measure
  2. 2. Analysis?
  3. 3. Analysis?
  4. 4. Analysis?
  5. 5. And Reporters Report...
  6. 6. Site Conversion
  7. 7. & Single Access Pages
  8. 8. & Scenarios
  9. 9. & Scenarios
  10. 10. But Where Do They Tell You
  11. 11. But Where Do They Tell You
  12. 12. Two Ways To “Plan” Experience
  13. 13. Two Ways To “Plan” Experience
  14. 14. Two Ways To “Plan” Experience
  15. 15. Two Ways To “Plan” Experience
  16. 16. Buyer’s Behavior & Modeling quot;Online retailers who go beyond using traditional Web analytics data to truly understand their customers' intentions, perceptions and concerns will be rewarded with higher conversion ratesquot; eMarketer Senior Analyst Jeffrey Grau
  17. 17. Buyer’s Behavior & Modeling
  18. 18. Father of Modern Usability
  19. 19. Father of Modern Usability
  20. 20. Father of Modern Usability
  21. 21. Industrial Science is Production Focused
  22. 22. Business Science is People Focused
  23. 23. Where They “Fall” Out 96.9%?
  24. 24. Gravity?
  25. 25. Reconsidering Conversion Conversion X Point X Entry Point
  26. 26. Conversion is a Process Not an Event Conversion X Point X Entry Point
  27. 27. Hierarchy of Optimization
  28. 28. Hierarchy of Optimization Is it “user” friendly? Can everyone access it? Does it do what I need?
  29. 29. Hierarchy of Optimization Does it feel natural and doesn’t “make me think?” Is it “user” friendly? Can everyone access it? Does it do what I need?
  30. 30. Hierarchy of Optimization Do people really want and understand what they are buying? Does it feel natural and doesn’t “make me think?” Is it “user” friendly? Can everyone access it? Does it do what I need?
  31. 31. Secret to Conversion
  32. 32. It’s Not Just Removing Friction For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and to what is relevant to them.
  33. 33. It’s Not Just Removing Friction For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and to what is relevant to them.
  34. 34. So It’s About Momentum Does your site stink?
  35. 35. Google On Relevance quot;We provide strong SCENT so users don't lose time...quot; Krishna Bharat, senior - research scientist at Google
  36. 36. Google On Relevance quot;We provide strong SCENT so users don't lose time...quot; Krishna Bharat, senior - research scientist at Google
  37. 37. No Scent? Momentum is Lost
  38. 38. No Scent? Momentum is Lost
  39. 39. No Scent? Momentum is Lost
  40. 40. No Scent? Momentum is Lost
  41. 41. No Scent? Momentum is Lost
  42. 42. Blueprint For Persuasive Momentum 1) Who are we trying to persuade to take the action? 2) What is the action we want someone to take? (Macro vs. Micro) 3) What does that person need in order to feel confident taking that action?

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