Top Floor Technologies - User Experience Seminar 4-4-13
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Top Floor Technologies - User Experience Seminar 4-4-13

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If your Website is not easy to use for your target audiences, it will not be as successful as it should be. In this practical workshop, Top Floor Technologies' experts review the latest best practices ...

If your Website is not easy to use for your target audiences, it will not be as successful as it should be. In this practical workshop, Top Floor Technologies' experts review the latest best practices in Website design and usability and discuss proven methods for improving your results.

- Key principles for creating a great Website user experience
- The most common Web usability mistakes and how to avoid them
- Specific design examples to illustrate strong and poor usability

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Top Floor Technologies - User Experience Seminar 4-4-13 Presentation Transcript

  • 1. WELCOME CREATING A DESIGN & USER EXPERIENCE THAT DRIVE CONVERSION User Experience Forum 2013Friday, April 5, 13
  • 2. AGENDA Introductions Increasing conversion through usability design Some examples Know your users - start with personas and user goals The elements of interactive design How modern technologies have driven increased conversion Some examples Mobile user experience Break Peer review of websitesFriday, April 5, 13
  • 3. INTRODUCTIONS About Shane Fell •! 18 years of marketing and business development experience •! With Top Floor Technologies since 2002 •! Spearheaded the launch of Top Floor’s ongoing series of Internet marketing educational seminars •! Worked with numerous TFT clients to help create a vision for their web marketing strategy •! Featured speaker on a variety of online marketing subjectsFriday, April 5, 13
  • 4. INTRODUCTIONS About Clay Konnor •! 20 years digital marketing experience •! Nationally featured speaker on the topic of user experience design •! Designed hundreds of websites •! Worked with brands such as The Gap, Bombay Company, Motorola, Northwestern Mutual, Honeywell, ADP, GE Healthcare, Farmers InsuranceFriday, April 5, 13
  • 5. INTRODUCTIONS About Top Floor •! 14 years of digital marketing •! Website design & development •! Search engine marketing •! Web analytics and conversion optimization •! Branding and rebranding •! Online content marketing •! Integrated marketing •! Digital support of trade shows and eventsFriday, April 5, 13
  • 6. WEBSITE AS HUB OF MARKETINGFriday, April 5, 13
  • 7. 10 MOST EFFECTIVE B2B MARKETING CHANNELSFriday, April 5, 13
  • 8. PROGRESSION OF WEBSITE GOALS 10-15 years ago … “Quick, we need a Web site!” 4-8 years ago … “Okay, now that we have a Web site, how do we get people to find it?” Today … “Now that people are on our Web site, how do we engage them and get them to do what we want them to do?”Friday, April 5, 13
  • 9. THE IMPACT OF INTERNET TECHNOLOGIES ON MARKETINGFriday, April 5, 13
  • 10. SUCCESS FORMULA Website Visits x Conversion Percentage = ResultsFriday, April 5, 13
  • 11. INCREASING CONVERSION THROUGH UX DESIGNFriday, April 5, 13
  • 12. INCREASING CONVERSION THROUGH UX DESIGNFriday, April 5, 13
  • 13. THE IMPACT OF USABILITY ON CONVERSION defining usability “Usability • making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a website, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated” --Steve Krug - AuthorFriday, April 5, 13
  • 14. DEFINING USABILITYFriday, April 5, 13
  • 15. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters • The component most under your control • Delivers the biggest bang for your buck • Exponential effect on bottom line • You get the benefit… forever • Competitive advantage • Customer loyalty goes to the best user experienceFriday, April 5, 13
  • 16. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters • Companies that have engaged in conversion enhancement initiatives have seen average increases of 25%-600% or more • The median conversion increase is 40-60% -- Jakob Nielsen’s report “ROI on Usability”Friday, April 5, 13
  • 17. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION which had greater conversion?Friday, April 5, 13
  • 18. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters familiar top nav brief headline simple instructions contact info stock photo of happy personFriday, April 5, 13
  • 19. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters simplify layout to two columns and removed all nav shade form column replace entire header of site with more detailed copy just logo about offer replace stock photo with actually relevant image remove alternate big submit button - contact info only button on pageFriday, April 5, 13
  • 20. visual parity to online ad after testing: less copy worked betterFriday, April 5, 13
  • 21. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 600%Friday, April 5, 13
  • 22. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it mattersFriday, April 5, 13
  • 23. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 58%Friday, April 5, 13
  • 24. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it mattersFriday, April 5, 13
  • 25. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it mattersFriday, April 5, 13
  • 26. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it mattersFriday, April 5, 13
  • 27. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 2%Friday, April 5, 13
  • 28. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 2% A Measly 2%?!Friday, April 5, 13
  • 29. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on the bottom line Option 1 Option 2 Design Click and Load Site Asynchronous Site Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1.00 $1.00 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue $100 $100 Per Sale Total Web Sales $3,000,000 $5,000,000Friday, April 5, 13
  • 30. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION What are some attributes of a good website?Friday, April 5, 13
  • 31. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION What are some attributes of a good website? What are some attributes of a bad website?Friday, April 5, 13
  • 32. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Web users who have a positive user experience on your site are: •! Twice as likely to return to the site •! Four times as likely to report enhanced brand opinion. •! Four times as likely to make a future purchase.Friday, April 5, 13
  • 33. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION top reasons for site abandonment Found it difficult to locate products or information 36 Did not trust the site 32 Forms required too much information 22Friday, April 5, 13
  • 34. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION the consequences of poor design 76 74 71 54 45 24 Never visit Unsubscribe Never View the Complain to Complain to the site again from purchase company others company promotions from the negatively and emails companyFriday, April 5, 13
  • 35. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION increased importance of usablity to users 29 24 22 21 20 18 13 13 Security and Ease of Ease of use Confirmation confidence conversion (usability) of action 2007 2010Friday, April 5, 13
  • 36. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Creating a user experience that facilitates: Discovery Recovery Context Feedback Experimentation Comparison CollaborationFriday, April 5, 13
  • 37. A SUCCESSFUL WEBSITE •! Based on strategic planning •! Targets specific, measurable goals •! Has a look and feel that establishes trust and confidence in the brand •! Provides sufficient content to engage the user •! Built to perform in search engines •! Communicates clearly with visitors •! Provides sufficient content to engage the user •! Is built with a focus on user experienceFriday, April 5, 13
  • 38. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION •! Built to maximize conversion •! Built around known personas and user goals •! The website allows users to manipulate information “their way” •! Paths to user goals are obvious and guide users •! Conversion is easyFriday, April 5, 13
  • 39. KNOW YOUR USERS •! You are not your user •! Users have different goals than each other •! Users have different goals than you •! Users don’t care as you doFriday, April 5, 13
  • 40. WHO ARE YOU BUILDING YOUR WEBSITE FOR? More $ales -Excellent!Friday, April 5, 13
  • 41. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your CEO? More $ales -Excellent!Friday, April 5, 13
  • 42. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Everyone who visits our Website must register and provide all of their contact information.Friday, April 5, 13
  • 43. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your Sales Team? Everyone who visits our Website must register and provide all of their contact information.Friday, April 5, 13
  • 44. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Why would we want any images on our Website?Friday, April 5, 13
  • 45. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your IT Department? Why would we want any images on our Website?Friday, April 5, 13
  • 46. WHO ARE YOU BUILDING YOUR WEBSITE FOR? To Start Press Any Key. Wheres the ANY key?”Friday, April 5, 13
  • 47. GET TO KNOW YOUR USERS Who are your target customers? What are their goals on you website once they are there? What roles do they play? How does your product/service help them? What questions do they ask when considering your offerings? What can they accomplish on your Website? What industries are they in? What is their education? How technically savvy are they?Friday, April 5, 13
  • 48. GET TO KNOW YOUR USERS Who are your target customers? What are their goals on you website once they are there? What roles do they play? How does your product/service help them? What questions do they ask when considering your offerings? What can they accomplish on your Website? What industries are they in? What is their education? How technically savvy are they? How do we deliver information to them in the methods that are most meaningful and useful to each?Friday, April 5, 13
  • 49. WHAT FRUSTRATES USERS? •! Anything that slows the path to their goal •! Intro pages •! Ambiguous navigation •! Long navigation paths •! Page loads •! Long forms •! Registration without benefit •! Difficult conversion once goal is identified •! Each time you make a user think too much you risk abandonmentFriday, April 5, 13
  • 50. GET TO THE POINT •! Users scan, search engines read •! Users should be able to quickly understand what each piece of content is about •! Users need clear direction to their personal goalsFriday, April 5, 13
  • 51. MAXIMIZE CALLS TO ACTION •! Navigation is consistent and obvious •! Navigation guides users in methods most meaningful to them •! Clear user paths - don’t overwhelm users with choices •! Test your design for every identified personaFriday, April 5, 13
  • 52. FOLLOW KNOWN BEST PRACTICES •! What site is this? •! What page is this? •! What are the major sections of the site? •! What are my options at this level? •! Where am I in relation to other information on the site? •! How can I find what I’m looking for? •! How can I make comparisons? •! How can I convert?Friday, April 5, 13
  • 53. FOLLOW KNOWN BEST PRACTICES •! A consistent navigation scheme •! A call to action on every page •! Calls to action are placed in logical user flow •! Visual hierarchy that is known and tested to optimize performance •! User controls are obvious and guide users •! User controls that match user goals •! User controls that speed and ease a user’s processFriday, April 5, 13
  • 54. INTERACTIVE DESIGN PROCESS concrete visual design surface interface design skeleton user experience navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectives abstractFriday, April 5, 13
  • 55. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Building delivery methods for content that facilitate user goals.Friday, April 5, 13
  • 56. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION the early webFriday, April 5, 13
  • 57. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 58. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Your competitor’s site!Friday, April 5, 13
  • 59. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION The modern methodFriday, April 5, 13
  • 60. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION 4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.09 5.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.00 1.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.47 3.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.42 2.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83Friday, April 5, 13
  • 61. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 62. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 63. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 64. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 65. CREATING A USER EXPERIENCE THAT DRIVES CONVERSIONFriday, April 5, 13
  • 66. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Web pages feel more responsive by exchanging data with the server behind the scenes so that the entire page does not have to be reloaded to give information.Friday, April 5, 13
  • 67. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION some examples - empowering the userFriday, April 5, 13
  • 68. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION some examples - empowering the userFriday, April 5, 13
  • 69. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION some examples - empowering the userFriday, April 5, 13
  • 70. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust, user-centric navigationFriday, April 5, 13
  • 71. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust, user-centric navigationFriday, April 5, 13
  • 72. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust category navigationFriday, April 5, 13
  • 73. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust category navigationFriday, April 5, 13
  • 74. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust product informationFriday, April 5, 13
  • 75. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust service informationFriday, April 5, 13
  • 76. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust service informationFriday, April 5, 13
  • 77. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust service informationFriday, April 5, 13
  • 78. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigationFriday, April 5, 13
  • 79. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigationFriday, April 5, 13
  • 80. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigationFriday, April 5, 13
  • 81. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigationFriday, April 5, 13
  • 82. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user assist wizardsFriday, April 5, 13
  • 83. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user assist wizardsFriday, April 5, 13
  • 84. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user assist wizardsFriday, April 5, 13
  • 85. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION content customizationFriday, April 5, 13
  • 86. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust product comparisonFriday, April 5, 13
  • 87. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION segmented, actionable search resultsFriday, April 5, 13
  • 88. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION segmented, actionable search resultsFriday, April 5, 13
  • 89. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION segmented, actionable search resultsFriday, April 5, 13
  • 90. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION segmented, actionable search resultsFriday, April 5, 13
  • 91. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION self validating formsFriday, April 5, 13
  • 92. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION inline functionalityFriday, April 5, 13
  • 93. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION inline functionalityFriday, April 5, 13
  • 94. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION single page checkout with progress indicatorFriday, April 5, 13
  • 95. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION matching user goalsFriday, April 5, 13
  • 96. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION predictive searchFriday, April 5, 13
  • 97. A WORD ABOUT MOBILEFriday, April 5, 13
  • 98. A WORD ABOUT MOBILEFriday, April 5, 13
  • 99. MOBILE USER EXPERIENCEFriday, April 5, 13
  • 100. MOBILE USER EXPERIENCEFriday, April 5, 13
  • 101. MOBILE USER EXPERIENCEFriday, April 5, 13
  • 102. MOBILE USER EXPERIENCEFriday, April 5, 13
  • 103. USER EXPERIENCE TESTING conversion optimization Continuing analysis aimed at improvementFriday, April 5, 13
  • 104. USER EXPERIENCE TESTING conversion optimization Continuing analysis aimed at improvement Examine user behavior and conversion results to identify ares of improvementFriday, April 5, 13
  • 105. USER EXPERIENCE TESTING conversion optimization Continuing analysis aimed at improvement Examine user behavior and conversion results to identify ares of improvement User experience testingFriday, April 5, 13
  • 106. USER EXPERIENCE TESTING conversion optimization Continuing analysis aimed at improvement Examine user behavior and conversion results to identify ares of improvement User experience testing Implementation of changes based on testingFriday, April 5, 13
  • 107. USER EXPERIENCE TESTING conversion optimization Continuing analysis aimed at improvement Examine user behavior and conversion results to identify ares of improvement User experience testing Implementation of changes based on testing Begin the process again...Friday, April 5, 13
  • 108. USER EXPERIENCE TESTING •! Types of testing •! A-B Testing •! Multivariate Testing •! Small Sample Testing •! Full Persona / Use Case Testing (Morae Testing)Friday, April 5, 13
  • 109. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION top reasons for site abandonment Found it difficult to locate products or information 36 Did not trust the site 32 Forms required too much information 22Friday, April 5, 13
  • 110. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION conversion completion rates 59 50 48 40 Average conversion Optimized Persona based Single page performance of well- navigation design / usability or process for designed site conversionFriday, April 5, 13
  • 111. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on the bottom line Option 1 Option 2 Design Hierarchical Navigation Filtered Navigation Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1.00 $1.00 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue $100 $100 Per Sale Total Web Sales $3,000,000 $5,000,000Friday, April 5, 13
  • 112. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on brand perceptionFriday, April 5, 13
  • 113. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION which had greater conversion?Friday, April 5, 13
  • 114. thank youFriday, April 5, 13