IA summit 2010: Conversion Rates | What makes them convert?Presentation Transcript
Conversion RatesWhat Makes Them Convert? Kejun Xu Information Architect|User Experience Designer IA Summit 2010 | Phoenix, AZ
Bargain Network, Inc.
Membership based foreclosure listing service
Online registration form to convert organic/paid search traffic
Usability testing, Surveys, A/B Testing, etc.
What do others do out there? GoToMyPC
What do you think is the most important in web conversion?
The Art of Persuasion Rhetoric - the art of persuasion. Ethos - credibility of the source of communication. Logos - the proof of truth through reasonable argument. Pathos - the stirring of emotion in the individuals.
User Experience Goes Deep
Professionalism Answer users’ questions Usability Call to action but push soft Web real estate above the fold Social validation Provide a unique user experience
Professionalism Sample: 30 days of conversion rates Set 1: conversion rates based on the total unique visitors Set 2: conversion ratesbased on the 1st page of registration Set 1: 1A% vs. 1B% (1A>1B) Set 2: 2A% vs. 2B% (2A>2B)
Professionalism T‐test is a widely used inferential statistical test to look at the significance of the difference between two independent samples.
Professionalism Set 1 T-Test: Set 2 T-Test:
Answer Users’ Questions
Answer Users’ Questions Three week’s data: The drop off from reg 2 to confirmation page decreased from 1.8%.
Call to Action but Push Soft
Call to Action but Push Soft
Call to Action but Push Soft Launch date: 7/9/2009 A week before & after: Bounce rate decreased 10.7%
Real Estate above the Fold Before After Launch date: 7/16/2009 A week before & after: Bounce rate decreased from 14.2% to 12.1%.
Social Validation Queens NY in 1964, Kitty Genovese murder Kitty Genovese was stabbed to death on the street while 38 witnesses watched and did nothing to help. Social scientists became fascinated by what they called the "Bystander Effect" and a whole series of research studies began to study why it is that people will take action to help when they are by themselves, but not if they are part of a group. Susan Weinschenk, 2009
Social Validation “I’ve seen your recruiting ads, so I know you are legitimate.” - Usability testing participant
What makes them stay?
What is theunique user experiencethat we can provide to our users to drive conversion & retention?
What is Our Niche?
References Barnes, C. (2006). Packaging for affect [PDF document]. Retrieved from: http://www.designandemotion.org/society/knowledge_base/?root=47 Puscher, F. (2009). Optimizing Conversion Rates: It’s All About Usability. Retrieved July 27, 2009, from http://www.smashingmagazine.com/2009/05/15/optimizing‐conversion‐rates‐its‐all‐about‐usability/ Smashing Editorial. 7 More Useful Tips To Help Your Site Convert. Retrieved July 27, 2009, from http://www.smashingmagazine.com/2009/04/13/7‐more‐useful‐tips‐to‐help‐your‐site‐convert/ Weinschenk, S. M. (2009). Neuro Web Design: What Make Them Click (Voices That Matter). Upper Saddle River, NJ: New Riders Press. Xu, K. (2008). Product Communication and Consumer Experience by Emotional Design. Proceedings of 73rd Association for Business Communication Annual Convention.