Paul Rouke talks about why every business with a customer facing website, whether retail or not, should take usability seriously if they want to improve their bottom line

2. 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

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

5. Some key questions to ask yourself

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

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

8. Are you envious of what your larger competitors do online?

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

10. Some good news usability improvements apply to every size of business

11. Areas you should be looking at

13. What can usability improve?

15. 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

16. Case study: increasing revenue-per-employee

17. Problem Actions Results ROI

18. In-efficient sales and marketing strategy traditional modern

19. Problem Actions Results ROI

20. 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

21. Problem Actions Results ROI

22. Over 1st two years of working together...

23. Problem Actions Results ROI

25. How do you give your visitors what they want?

27. Which form will visitors most use?

28. Which form do visitors most use? 14% 86%

29. How well do these enquiries convert into sales?

30. How well do these enquiries convert into sales? 17%

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

33. The good news!

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

35. Usability can and does improve your bottom line!

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

37. 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]