Top Floor Technologies User Experience Forum 2013

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Top Floor's Director of Digital Design, Clay Konnor, brings his 20 years of user experience design to Green Bay, WI in this comprehensive seminar that describes how to gain more conversion from your website through better user experience design.

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Top Floor Technologies User Experience Forum 2013

  1. 1. WELCOME CREATING A DESIGN & USER EXPERIENCE 
 THAT DRIVE CONVERSION User Experience Forum 2013
  2. 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 websites
  3. 3. 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 events!
  4. 4. 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 subjects!
  5. 5. INTRODUCTIONS About Clay Konnor! ! •! 20 years digital marketing experience! •! Nationally featured speaker on the topic of user experience design! •! Designed hundreds of websites! •! User experience design for brands such as The Gap, Bombay Company, Motorola, Northwestern Mutual, Honeywell, ADP, GE Healthcare, Farmers Insurance!
  6. 6. WEBSITE AS HUB OF MARKETING
  7. 7. 10 MOST EFFECTIVE B2B MARKETING CHANNELS
  8. 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?” !
  9. 9. THE IMPACT OF INTERNET TECHNOLOGIES ON MARKETING
  10. 10. SUCCESS FORMULA Page Visits x Conversion Percentage = Results 1000 x .06 = 60
  11. 11. INCREASING CONVERSION THROUGH UX DESIGN
  12. 12. 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 - Author
  13. 13. DEFINING USABILITY
  14. 14. 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 experience
  15. 15. 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”
  16. 16. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION which had greater conversion?
  17. 17. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters familiar top nav contact info brief headline simple instructions stock photo of happy person
  18. 18. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters removed all nav replace entire header of site with just logo simplify layout to two columns and shade form column more detailed copy about offer replace stock photo with actually relevant image! ! remove alternate contact info big submit button - only button on page
  19. 19. after testing:! less copy worked better visual parity to online ad
  20. 20. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 600%
  21. 21. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters
  22. 22. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 58%
  23. 23. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters
  24. 24. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION why it matters Conversion Increase = 2% A Measly 2%?!
  25. 25. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on the bottom line Design Option 1 
 Click and Load Site Option 2
 Asynchronous Site Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1 $1 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue
 Per Sale $100 $100 Total Web Sales $3,000,000 $5,000,000
  26. 26. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION What do users “think” about UX?
  27. 27. 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.! !
  28. 28. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION top reasons for site abandonment Found it difficult to locate products or information Did not trust the site Forms required too much information 36 32 22
  29. 29. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION the consequences of poor design 76 74 71 54 45 24 Never visit the site again Unsubscribe from promotions and emails Never purchase from the company View the company negatively Complain to others Complain to company
  30. 30. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION increased importance of usablity to users 29 24 20 21 22 18 13 Security and
 confidence Ease of conversion 2007 13 Ease of use
 (usability) 2010 Confirmation of action
  31. 31. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Creating a user experience that enhances Discovery
 Recovery
 Context
 Feedback
 Experimentation
 Comparison
 Collaboration

  32. 32. A SUCCESSFUL WEBSITE ! •! Based on strategic planning! •! Targets and serves content to identified personas and use cases •! 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! •! 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 easy! •! Is built with a focus on user experience
  33. 33. 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 do
  34. 34. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your CEO? More $ales -Excellent!
  35. 35. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your Sales Team? Everyone who visits our Website must register and provide all of their contact information.
  36. 36. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your IT Department? Why would we want any images on our Website?
  37. 37. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Your Users? 'To Start Press Any Key'. Where's the ANY key?”
  38. 38. GET TO KNOW YOUR USERS Do not rely solely on internal views and opinions to design your website or online marketing!
  39. 39. 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?!
  40. 40. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Conduct a persona study
  41. 41. WHO ARE YOU BUILDING YOUR WEBSITE FOR? Conduct a persona study
  42. 42. 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 abandonment
  43. 43. 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 goals
  44. 44. 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 persona
  45. 45. 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?
  46. 46. 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 process
  47. 47. INTERACTIVE DESIGN PROCESS concrete surface visual design! interface design skeleton user experience! navigation design structure information architecture scope strategy abstract content requirements technological requirements user needs! marketing objectives
  48. 48. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Building delivery methods for content that facilitate user goals
  49. 49. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION the early web
  50. 50. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION Your competitor’s
  51. 51. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION The modern method
  52. 52. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION 4.35 5.35 1.53 3.17 2.01 3.17 4.03 1.36 3.02 2.08 3.06 3.77 2.69 3.59 2.39 1.37 2.51 3.64 3.90 2.85 0.19 1.84 3.32 3.80 6.21 0.11 1.59 3.78 3.65 9.33 0.03 0.85 3.66 3.80 5.70 0.05 1.22 4.22 3.41 7.58 0.20 1.94 3.82 3.30 7.63 1.22 3.25 2.41 2.88 5.64 2.86 5.65 2.92 3.65 2.66 3.09 6.00 2.47 3.42 1.83
  53. 53. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
  54. 54. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
  55. 55. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
  56. 56. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
  57. 57. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
  58. 58. 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.
  59. 59. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION some examples - empowering the user
  60. 60. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION some examples - empowering the user
  61. 61. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust, user-centric navigation
  62. 62. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust, user-centric navigation
  63. 63. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust category navigation
  64. 64. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust product information
  65. 65. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust service information
  66. 66. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigation
  67. 67. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user criteria navigation
  68. 68. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user assist wizards
  69. 69. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION user assist wizards
  70. 70. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION content customization
  71. 71. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION robust product comparison
  72. 72. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION segmented, actionable search results
  73. 73. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION self validating forms
  74. 74. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION inline functionality
  75. 75. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION single page checkout with progress indicator
  76. 76. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION matching user goals
  77. 77. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION predictive search
  78. 78. A WORD ABOUT MOBILE
  79. 79. A WORD ABOUT MOBILE
  80. 80. A WORD ABOUT MOBILE A WORD ABOUT BUSINESS TO BUSINESS • An average of 29% of B2B traffic is coming from mobile devices! • 73% increase year-over-year and a 244% increase from 2011! • 28% of B2B executives use their mobile phones or tablets to research business purchases and decisions online!
  81. 81. MOBILE USER EXPERIENCE
  82. 82. MOBILE USER EXPERIENCE
  83. 83. 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...
  84. 84. USER EXPERIENCE TESTING ! •!Types of testing! •!A-B Testing! •!Multivariate Testing! •!Small Sample Testing •! Full Persona / Use Case Testing
  85. 85. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION conversion completion rates 59 48 50 40 Average conversion performance of welldesigned site Optimized navigation Persona based design / usability Single page or process for conversion
  86. 86. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on the bottom line Design Option 1 
 Hierarchical Navigation Option 2
 Filtered Navigation Budget 1,000,000 1,000,000 Traffic 1,000,000 1,000,000 CPC $1 $1 Conversion Rate 3% 5% Sales 30,000 50,000 Average Revenue
 Per Sale $100 $100 Total Web Sales $3,000,000 $5,000,000
  87. 87. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION effects on brand perception
  88. 88. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION which had greater conversion?
  89. 89. thank you

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