Manchester Digital’s Usability: What’s The Use? “Improving your bottom line (especially in a recession!)” by Paul Rouke User Experience Director at PRWD 28 th January 2009

What I’ll be talking about Customer facing websites (getting more enquiries and sales)

Customer facing websites

(getting more enquiries and sales)

Topics Some key questions to ask yourself Key business areas that apply Case study – increasing revenue per employee A quick survey for you

Some key questions to ask yourself

Do you know how well your website performs for your business?

Are you fully confident you aren’t wasting some of your money on marketing?

Are you envious of what your larger competitors do online?

If you sell online, are enough people buying from you ?

Some good news usability improvements apply to every size of business

Areas you should be looking at

What can usability improve?

The financial impact of improving a low e-commerce conversion rate of 1.5% (a real life retailer who we are currently pitching to) *Based upon the site maintaining existing traffic levels 2.25% Minimum guaranteed conversion rate from PRWD £1.25million Projected value of new sales per year* £3.75million Projected online sales per year* 1.5% Current conversion rate £2.5million Current online sales per year

Case study: increasing revenue-per-employee

Problem Actions Results ROI

In-efficient sales and marketing strategy traditional modern

Problem Actions Results ROI

Analysis Measure & refine Design Build Business analysis Customer analysis Prospect analysis Challenge current thinking ie. “we won’t get enquiries for £5,000 machines” Paper sketches through to final visuals User testing Focus on “what are prospects looking for” Online promotion of products from £30 to £7,500 100% accountability for online channel Web analytics integration Testing of different versions Measure conversion rates from Google Adwords Identify new market opportunities Continually improve & refine UCD

Problem Actions Results ROI

Over 1st two years of working together...

Problem Actions Results ROI

How do you give your visitors what they want?

A quick survey Online enquiry forms (key principles) Keep it simple ! Only ask for the minimum info required! People are busy, they don’t have time for big forms

A quick survey

Online enquiry forms (key principles)

Keep it simple !

Only ask for the minimum info required!

People are busy, they don’t have time for big forms

Which form will visitors most use?

Which form do visitors most use? 14% 86%

How well do these enquiries convert into sales?

How well do these enquiries convert into sales? 17%

How well do these enquiries convert into sales? 17% 55%

Only once you fully understand your visitors wants and needs can you fully exploit the potential of usability

Only once you

fully understand your visitors wants and needs can you fully exploit the potential of usability

The good news!

No matter what you have… e-commerce sites business websites information portals marketing campaigns internal systems …

Usability can and does improve your bottom line!

> this presentation > case studies > further information > plus leave your comments all available at: www.prwd.co.uk/events

Thankyou for listening to “Improving your bottom line” by Paul Rouke Office: 0161 918 6729 Mobile: 07739 745 126 Web: www.prwd.co.uk Email: [email_address]