Design, Info Architecture & Calls to Action<br />Case Studies<br />
Design with Clear Intent<br />
Clear Layout<br />
Clear Layout<br />
De-cluttered Logical Flow<br />
De-cluttered Logical Flow<br />
Demonstrate clear Call to Action<br />
Clear Calls to Action<br />
Obvious Benefits<br />
Obvious Benefits<br />
Appropriate Channel Design<br />
Appropriate Channel Design<br />
Clear and Intuitive Messages<br />
Clear Intuitive Messages<br />
eCommerce Case Study<br />Wiltshire Farm <br />
Case Study: Wiltshire Farm Foods<br />
Key Take-Aways<br />Remove Clutter – focus on key goals all the time <br />	Remove any obstacles<br />Provide lots of visu...
Website Optimisation<br />Dynamically Testi key elements of site<br />Test Copy, Calls to Action, Images, Placement<br />T...
Test Process<br /><ul><li>Never stop testing and tracking user actions on website
A/B Split Testing
Define specific site goals (sale, sign-up etc..)
Test two specific pages (typically high volume landing pages)
Commercial tools (Vertster) or Google Optimiser
Monitor which test is performing better
Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
Multi-Variate testing
Enables variable testing of elements within single pages
Different copy text, form layouts and even landing page images and background colours together
Track combinations that achieve predetermined goals</li></li></ul><li>Sales Funnels<br />
Boden<br />
Micks Garage<br />
Amazon Funnel<br />
Amazon Cart Functions<br />
Sales Funnel Specifics<br />
Managing the Sales Funnel<br />Methods of acquisition<br />PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer...
Customer Lifecycle<br />Understand the customer lifecycle <br />The various stages of a customer over a timer period<br />...
Customer Lifetime Value<br />Segment customers into acquisition channels<br />Identify the potential lifetime value per ch...
Understanding “Recency”<br />Tracking Recency <br />Time since a customer last engaged in a behaviour<br />Recency is # 1 ...
Web 2.0 Design Model<br />
Calls To Action<br />
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
DBS-Week9-OnlineSalesOptimisation
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DBS-Week9-OnlineSalesOptimisation

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DBS-Week9 Online Sales Optimisation and Clear Calls to Action - Web2.0 Design

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DBS-Week9-OnlineSalesOptimisation

  1. 1. Design, Info Architecture & Calls to Action<br />Case Studies<br />
  2. 2. Design with Clear Intent<br />
  3. 3.
  4. 4. Clear Layout<br />
  5. 5. Clear Layout<br />
  6. 6. De-cluttered Logical Flow<br />
  7. 7. De-cluttered Logical Flow<br />
  8. 8. Demonstrate clear Call to Action<br />
  9. 9. Clear Calls to Action<br />
  10. 10. Obvious Benefits<br />
  11. 11. Obvious Benefits<br />
  12. 12. Appropriate Channel Design<br />
  13. 13. Appropriate Channel Design<br />
  14. 14. Clear and Intuitive Messages<br />
  15. 15. Clear Intuitive Messages<br />
  16. 16. eCommerce Case Study<br />Wiltshire Farm <br />
  17. 17. Case Study: Wiltshire Farm Foods<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. Key Take-Aways<br />Remove Clutter – focus on key goals all the time <br /> Remove any obstacles<br />Provide lots of visual feedback <br />Users know that actions have been successful<br />Adhere to affordance rules – make them obvious<br />Big Buttons, Clear Large Links<br />Anticipate and Answer questions upfront <br />Embed as part of user experience<br />Knit USPs in copy and images of site<br />Emphasise all your differentiators <br />
  23. 23. Website Optimisation<br />Dynamically Testi key elements of site<br />Test Copy, Calls to Action, Images, Placement<br />The $300,000,000 Button<br />Both Split (A/B) and Multi-Variate Test<br />Google Website Optimiser or Proprietary tools<br />Define and set up conversion points<br />Need to track and measure user actions<br />Clear calls to action significantly augment optimisation goals<br />Don’t force user to think – TELL THEM WHAT TO DO<br />
  24. 24. Test Process<br /><ul><li>Never stop testing and tracking user actions on website
  25. 25. A/B Split Testing
  26. 26. Define specific site goals (sale, sign-up etc..)
  27. 27. Test two specific pages (typically high volume landing pages)
  28. 28. Commercial tools (Vertster) or Google Optimiser
  29. 29. Monitor which test is performing better
  30. 30. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
  31. 31. Multi-Variate testing
  32. 32. Enables variable testing of elements within single pages
  33. 33. Different copy text, form layouts and even landing page images and background colours together
  34. 34. Track combinations that achieve predetermined goals</li></li></ul><li>Sales Funnels<br />
  35. 35. Boden<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40. Micks Garage<br />
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46. Amazon Funnel<br />
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52. Amazon Cart Functions<br />
  53. 53. Sales Funnel Specifics<br />
  54. 54. Managing the Sales Funnel<br />Methods of acquisition<br />PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.<br />Once there – what’s important?<br />Prove you can Add Value<br />Qualify Leads with intent <br />You want users who are amenable to your message – Its ok for users to self-select opt out<br />Monetise towards latter end of the Funnel<br />After user sees value and expresses intent<br />Push low-cost options in the middle of funnel<br />High cost ones at the end of your funnel <br />
  55. 55. Customer Lifecycle<br />Understand the customer lifecycle <br />The various stages of a customer over a timer period<br />Create indicators to track their intent<br />As they begin to move lag – make sure you target them<br />Identify high repeat behaviour <br />Identify a common characteristic – and track this <br />e.g. have visited more than 3 time and purchase<br />Track rising and falling repeat rates<br />Have early warning systems in place<br />Track repeat rate by media source <br />Search Engine, PPC, Banner Ad etc..<br />
  56. 56. Customer Lifetime Value<br />Segment customers into acquisition channels<br />Identify the potential lifetime value per channel<br />Identify length of customer lifecycle per channel<br />Low cost channels could have shortest lifecycle<br />Compare the relative potential value<br />Consider: length of lifecycle, potential revenue per Customer <br />Allocate money towards higher potential value customers <br />By corollary - away from lower potential value customers<br />
  57. 57. Understanding “Recency”<br />Tracking Recency <br />Time since a customer last engaged in a behaviour<br />Recency is # 1 most powerful predictor of future behavior <br />Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviour<br />The more Recent a customer is, the higher their potential value is<br />Segment Repeat segment into past and present (30 days)<br />Apply a recency filter for real-time view<br />Longer a customer has stopped engaging the less likely they are to repeat<br />Take adjustive measures to increase in quality recency repeat customers<br />
  58. 58. Web 2.0 Design Model<br />
  59. 59.
  60. 60.
  61. 61.
  62. 62.
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68.
  69. 69.
  70. 70.
  71. 71. Calls To Action<br />
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