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8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar
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8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar

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Paul Rouke's slides from his presentation delivered alongside speakers from Apple, I

Paul Rouke's slides from his presentation delivered alongside speakers from Apple, I

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  • 1. 8 Essential Usability & Conversion Optimization Tips by Paul Rouke Head of Usability at PRWD 12 th July 2011 @ FutureCommerce 2011 by How Do Bridgewater Hall, Manchester Twitter Hashtag #fcomm2011
  • 2.  
  • 3. <ul><li>The Leading North West Usability & Conversion Optimisation Consultancy </li></ul><ul><li>Provide services to help businesses improve their website conversion rate </li></ul><ul><ul><li>Usability testing </li></ul></ul><ul><ul><li>Expert evaluations </li></ul></ul><ul><ul><li>User-centered design </li></ul></ul><ul><ul><li>Usability training </li></ul></ul><ul><ul><li>Consultancy </li></ul></ul><ul><ul><li>Conversion rate optimisation </li></ul></ul>About PRWD
  • 4. PRWD Clients Include PRWD clients
  • 5. <ul><ul><li>Effectiveness – Can they reach their goals </li></ul></ul><ul><ul><ul><li>find what they are looking for </li></ul></ul></ul><ul><ul><ul><li>do what they want to do? </li></ul></ul></ul><ul><ul><li>Efficiency – How fast </li></ul></ul><ul><ul><ul><li>number of errors </li></ul></ul></ul><ul><ul><ul><li>amount of effort </li></ul></ul></ul><ul><ul><ul><li>number of steps? </li></ul></ul></ul><ul><ul><li>Satisfaction – Was it a good/bad experience? </li></ul></ul><ul><ul><ul><li>Do it again? </li></ul></ul></ul><ul><ul><ul><li>Recommend to others? </li></ul></ul></ul>What is Usability and User Experience? What is good website usability?
  • 6. What does all this mean for website owners? more & more expectant visitors...
  • 7. <ul><li>Key recommendation </li></ul>Don’t neglect what actually happens ON your website
  • 8. <ul><li>Calculating ROI… </li></ul><ul><ul><li>What financial impact will an improved conversion rate have? </li></ul></ul><ul><ul><li>Not just sales impact, but profit as well </li></ul></ul><ul><ul><li>It should not be hard to build the business case to invest more in a user-centered business culture </li></ul></ul><ul><ul><li>Calculate potential ROI for both lead generation and e-commerce websites </li></ul></ul>The financial impact of improving your website conversion rate
  • 9. <ul><ul><li>View the ROI calculator at: </li></ul></ul><ul><ul><li>http://www.prwd.co.uk/what-we-do/usability-return-on-investment </li></ul></ul>Calculate your potential ROI
  • 10.  
  • 11. <ul><li>Key recommendation </li></ul>Provide transparency
  • 12. What ASOS don’t do <ul><li>Stay still </li></ul><ul><li>Think that they know best </li></ul><ul><li>Ignore what their customers are saying </li></ul><ul><li>Presume their brand credibility means visitors will automatically trust them as an online retailer. </li></ul>
  • 13. More details - http://bit.ly/ASOSbbp
  • 14.  
  • 15. <ul><li>Do we hide important information from visitors? </li></ul><ul><li>Do we present visitors with any nasty surprises late in a journey ? </li></ul><ul><li>Do we get customer service calls about questions we can answer online ? </li></ul><ul><li>Do we manage visitor expectations ? </li></ul><ul><li>What can we do to give more visitors confidence to complete their on-site journey? </li></ul>Questions on your website…
  • 16. Photo credit - http://www.flickr.com/photos/adactio/99387925/lightbox/
  • 17. <ul><li>Key recommendation </li></ul>Answer visitor questions
  • 18. Test version A Does answering questions improve conversion?
  • 19. Test version B Does answering questions improve conversion?
  • 20. Test version A v Test version B - RESULTS + 66% Does answering questions improve conversion?
  • 21. <ul><li>What questions do our offline customers often ask us? </li></ul><ul><li>What questions can we answer to help visitors make a decision ? </li></ul><ul><li>Are any of our key pages currently confusing for new visitors ? </li></ul><ul><li>What’s the number 1 question our customers currently ask us? </li></ul>Questions on your website…
  • 22. Photo credit - http://www.flickr.com/photos/sooperkuh/2932775162/
  • 23. <ul><li>Key recommendation </li></ul>Remove barriers to entry
  • 24. Don’t force registration
  • 25. Remove barrier but still give the option
  • 26. A much better way to encourage ‘registration’ More details - http://bit.ly/reduceabandons
  • 27. If users have to, the word ‘register’ is a barrier
  • 28. Replace the words register/registration
  • 29. <ul><li>Does our wording give visitors to wrong impression ? </li></ul><ul><li>Are we forcing new customers to register? </li></ul><ul><li>Do we really need to ask for all this information? </li></ul><ul><li>Do we provide visitors with benefits for them if they do what we want them to? </li></ul><ul><li>Do we know if there are any barriers which we need to improve conversions? </li></ul>Questions on your website…
  • 30. Photo credit - http://www.flickr.com/photos/editor/283989913/
  • 31. <ul><li>Key recommendation </li></ul>Focus the user on what you want them to do
  • 32. Bad Example Don’t use 1 button style for all actions
  • 33. Bad Example Focus on the primary action for each page
  • 34. Consider what you want visitors to do
  • 35. Don’t be shy about attracting attention
  • 36. Bad Example Don’t clutter your primary CTA
  • 37. Bad Example Focus on the primary action for each page
  • 38. Focussing the visitor on what you want Use button size, style and colour to focus the user and increase conversions
  • 39. <ul><li>Does our primary call to action stand out amongst other actions? </li></ul><ul><li>Do we use different button styles dependant on how important the action is? </li></ul><ul><li>Do we encourage visitors to think about exiting/cancelling by providing buttons which are too prominent ? </li></ul><ul><li>Is there white space around primary action buttons? </li></ul><ul><li>Do we draw visitors attention to what we want them to do? </li></ul>Questions on your website…
  • 40.  
  • 41. <ul><li>Key recommendation </li></ul>Listen to what your customers and prospects have to say
  • 42. We all know how important it is to be considerate of what people want… especially when buying Christmas presents… …look what can happen when we’re not!
  • 43.  
  • 44.  
  • 45. <ul><li>Getting an understanding of how other people use your website is one of the most enlightening experiences you can have when it comes to online marketing </li></ul><ul><li>There are 3 main types of user testing, suitable for all budgets: </li></ul>User testing overview Guerrilla Remote Moderated More details - http://bit.ly/usertesting101
  • 46. What are the business benefits of user testing? More business benefits here: http://bit.ly/UTbenefits Photo credit - http://www.flickr.com/photos/wwarby/4915772994
  • 47.  
  • 48. What is remote user testing? Cheap Simple Enlightening Delivers actionable results
  • 49. Try it for FREE with a PRWD partner: Visit http://whatusersdo.com Use promo code PRWD 1st 20 get one FREE test
  • 50. What is moderated user testing? In-depth Comprehensive Important for larger brands Delivers actionable results
  • 51. Some insights from user testing with our client <ul><li>The time I had with 9 women in 9 hours – (Google ‘ 9 women x 9 hours ’ ) </li></ul><ul><li>10 e-commerce best practice features – (Google ‘ Lakeland best practice ’ ) </li></ul>
  • 52. <ul><li>Have we ever watched one of our customers use our website ? </li></ul><ul><li>Do we know what is stopping new visitors from buying from us? </li></ul><ul><li>Do we know why visitors aren’t completing their application? </li></ul><ul><li>Why do so many visitors end up exiting our website at this particular page? </li></ul><ul><li>What is stopping visitors from signing up for our service? </li></ul><ul><li>Can we ask some of our current customers to help us improve our website? </li></ul>Questions for you and your business…
  • 53.  
  • 54. <ul><li>Key recommendation </li></ul>Stick to ‘best practice’ in most cases
  • 55. <ul><li>Not sure what best practice is all about… </li></ul>WFT does usability best practice actually mean?
  • 56. <ul><li>Want to find out about general best practice? </li></ul>usability best practice
  • 57. <ul><li>Looking for e-commerce best practice? </li></ul>e-commerce usability best practice
  • 58. <ul><li>or for a different approach you could try… </li></ul>hancholo
  • 59.  
  • 60. <ul><li>Google Analytics and other analytics packages provide intuitive and powerful advanced segmentation functionality </li></ul><ul><li>You need to understand what is your true conversion rate – not just from visitor source, but other factors </li></ul><ul><li>More information on this approach can be seen on my Econsultancy article: http://econsultancy.com/blog/4340-traffic-segmentation-humble-or-sliced-which-pie-are-you-having </li></ul>Gaining a true representation of how a website is performing is crucial, and there is one thing that traffic segmentation does do - it delivers benefits to clients, agencies and last but not least end users. Advanced Traffic Segmentation
  • 61.  
  • 62. | <ul><li>THE most important type of on-going testing and optimisation </li></ul><ul><li>Builds on best practice improvements to help make further refinements to improve conversion rates </li></ul><ul><li>Removes the purely theoretical aspects of usability </li></ul>Companies still gladly increase acquisition spend in order to improve sales, without investing seriously and continually in on-site conversion optimisation Split and Multi-variate Testing
  • 63.  
  • 64. Don’t neglect what actually happens ON your website Key takeout for all
  • 65. Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke
  • 66. Thankyou for listening “8 Essential Usability & Conversion Optimization Tips” by Paul Rouke Slides, resources, tools & best practice available here: http://bit.ly/CROresources

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