Traffic is flowing. make sure your website isn’t a ten car pileup!

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When traffic hits your website, does it move along a logical route to a mutually beneficial destination? Or, is your website creating road blocks and dead ends, frustrating your customers and costing …

When traffic hits your website, does it move along a logical route to a mutually beneficial destination? Or, is your website creating road blocks and dead ends, frustrating your customers and costing you lost leads and revenue?

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  • Too much is bolded.
  • Divide this content up into subsections with section headings that identify the topic of the subsection.Bulleted lists not as appropriate for entire paragraphs of text.
  • Table format, especially with all of the horiz/vertical rules, makes it difficult to scan through this list. Suggest making subsections on the page with visually distinct section headings.
  • This CTA does stand out, but isn’t particularly compelling. More about mobile what?
  • Page 1 of 5 – stands out and looks like a buttonFree Report – A free report of what? “Pop-in here”? Get Your Report button totally blends in to the background – very little to draw the visitor’s attention over hereImages in bottom right – visually salient; they’re going to attract attention – the top four are “links”, but they are just # anchors that jump back to the top of the page. The people are not linked (there is a text link to the “Team” further down). This brings up the issue of affordance as well.
  • United States is the only option. State has additional options, and uses full state names – recommend using abbreviations.Why the asterisk beside the Type of Address?
  • I clicked “recalculate”, and the total didn’t change. I didn’t notice that I could now choose my shipping rate. Not doing this didn’t affect my ability to checkout.
  • Left-align labels. Country again unnecessary.Previous page told me that I could check out without registering.
  • Why are these fields “not required” (even though they actually are)?Why do the labels say Debit CardInfer card type from the number?
  • Random Flash thing that reacts with lines and shapes when you mouse over it… Interesting, but does it have *anything* to do with the site?
  • Error appears where the submit button was, which is pretty good. Doesn’t highlight error fields. **Can’t fix errors until you close the little error box!**
  • Good things to include on a 404 page – an explanation, blame yourself not the user, related content, search, links – help them find what they were looking for!
  • Other ways of creating trust – showing offices, showing people on your team, “professional” design
  • Marketing fluff – “Welcome to GroupOne Health Source!”Very company-focusedMore?

Transcript

  • 1. Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
    Thank you for joining our webinar today, for the audio please dial:Toll Free (US & Canada): 1-800-699-3715International: +1 -303-223-2690
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 2. Hosted by:
    Bill Barnes
    VP Business Development,Mediative
    Guest speaker:
    Lance LovedayFounder and CEO, Closed Loop Marketing (CLM)
    Guest speaker:
    Ian Everdell
    Usability Consultant, Mediative
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 3. How to Double Your Conversion Rate
    Convince yourself it can be done
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 4. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 5. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 6. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 7. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 8. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    Build solid test plans
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 9. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    Build solid test plans
    Test among good options
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 10. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    Build solid test plans
    Test among good options
    Repeat 6 & 7
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 11. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    Build solid test plans
    Test among good options
    Repeat 6 & 7
    Retire early
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 12. How to Double Your Conversion Rate
    Convince yourself it can be done
    Convince your boss it’s worth trying
    Figure out where to start (Quick Wins)
    Create a testing roadmap
    Select the right testing platform
    Build solid test plans
    Test among good options
    Repeat 6 & 7
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 13. Our Process
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 14. 1. Convince Yourself It Can Be Done
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 15. Phase 1: Before
    Original:
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 16. Phase 1: Redesign
    Our Redesign:
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 17. Quiz- Which One Converts Better?
    A
    B
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 18. Phase 1: After
    Phase 1 Result:
    30%-120% increase in conversions
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 19. Phase 2 - Getting Granular
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 20. Phase 2: Landing Pages– Before Granularization
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 21. Phase 2: Landing Pages– Before Granularization
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 22. Phase 2: Landing Pages– Before Granularization
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 23. Phase 2: Landing Pages– Now
    5 Unique ad groups…
    that each serve up a customized ad…
    pointing to its own targeted landing page
    Book Making - Create
    Book Making - Bind
    Book Making - Make
    Book Making - Template
    Book Making - Write
  • 24. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 25. 2. Convince Your Boss
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 26. Making The Business Case
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 27. The Key to Prioritizing Design Efforts
    Model Projected Outcomes
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 28. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 29. 3. Figure out where to start
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 30. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 31. Modeling financial results
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 32. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 33. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 34. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 35. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 36. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 37. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 38. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 39. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 40. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 41. 5 UX “Car Wrecks” to Avoid
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 42. 5 UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. 5 UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 50.
  • 51.
  • 52. 5 UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    Tricky forms
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61. 5 UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    Tricky forms
    Overdoneor unnecessary Flash
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 62.
  • 63.
  • 64.
  • 65.
  • 66. 5 UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    Tricky forms
    Overdone or unnecessary Flash
    Poor error handling
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77.
  • 78. 5 More UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    Tricky forms
    Overdone or unnecessary Flash
    Poor error handling
    Not creating trust
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 79.
  • 80.
  • 81. 5 More UX “Car Wrecks” to Avoid
    Poor visual hierarchy
    Hidden calls to action
    Tricky forms
    Overdone or unnecessary Flash
    Poor error handling
    Not creating trust
    Wrong language
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 82.
  • 83.
  • 84. Hosted by:
    Bill Barnes
    VP Business Development,Mediative
    Guest speaker:
    Lance LovedayFounder and CEO, Closed Loop Marketing (CLM)
    Guest speaker:
    Ian Everdell
    Usability Consultant, Mediative
    Q&A
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 85. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 86. b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!
  • 87. Hosted by:
    Bill Barnes
    VP Business Development,Mediative
    Guest speaker:
    Lance LovedayFounder and CEO, Closed Loop Marketing (CLM)
    Guest speaker:
    Ian Everdell
    Usability Consultant, Mediative
    Q&A
    b2bexpertseries.com
    Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!