Web Site Makeover or, Increase your site’s conversion
Who we are: Bret Giles, President Rich Spinabella, Senior User Experience Engineer 39 people and a hand puppet
Why consider a makeover?
Why consider a makeover?
Why consider a makeover?
What we will do: <ul><li>Conduct a whirlwind tour of industry sites </li></ul><ul><li>Step through the user experience of ...
How we do it (part 1): We consider real data: Research provides the foundation for our 135 website best practices. Analyti...
BP: Build community BP: Anticipate customer needs BP: Be credible
BP: Prioritize your content
BP: Present clear calls to action
BP: Keep the user ‘on the scent’
BP: Segment your audience BP: Build community
BP: Tell people who you are BP: Motivate your audience
BP: Communicate your content BP: Provide value
BP: Differentiate your offering BP: Anticipate customer needs
BP: Speak to your audience BP: Motivate your audience
BP: Differentiate your offering BP: Anticipate customer needs
BP: It’s about the content BP: Anticipate customer needs
BP: Present clear calls to action BP: Communicate your content BP: Anticipate customer needs
BP: Keep important content ‘above the fold’ (especially on the Home page)
BP: Provide a clear path to completion BP: Make it easy for the customer
BP: Anticipate customer needs BP: Anticipate customer needs BP: It’s about the content
BP: Present clear calls to action BP: It’s about the content BP: Make it easy for the customer
BP: Anticipate customer needs BP: Present clear calls to action ? BP: Make it easy for the customer
BP: Present clear calls to action BP: Don’t distract the customer if they are doing what you want them to do
How we do it (part 2): First, we’ll look at existing site pages and assess them against best practices. Second, I’ll show ...
Thank you  Gina Scheffel Hamilton Zanze & Co.
 
 
 
 
 
Designers Gone Wild
 
 
 
 
 
 
 
 
 
 
 
 
Golf Course Too broad… Too narrow…
 
 
 
 
 
 
 
 
 
 
 
The landing page
10 Things to Increase Your Conversion 1. Make your Home Page clear and direct. Differentiate. 2. Identify your target audi...
10 Things to Increase Your Conversion 7. Build urgency into your message. 6. Provide a ‘scent trail’ throughout your site....
Bret Giles Rich Spinabella Thank you!
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Web Site Makeover - Usability Case Studies

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Sitewire's presentation of case studies in web usability

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Web Site Makeover - Usability Case Studies

  1. 1. Web Site Makeover or, Increase your site’s conversion
  2. 2. Who we are: Bret Giles, President Rich Spinabella, Senior User Experience Engineer 39 people and a hand puppet
  3. 3. Why consider a makeover?
  4. 4. Why consider a makeover?
  5. 5. Why consider a makeover?
  6. 6. What we will do: <ul><li>Conduct a whirlwind tour of industry sites </li></ul><ul><li>Step through the user experience of a typical apartment-finding site </li></ul><ul><li>Examine one site in excruciating detail </li></ul><ul><li>Summarize what you can do for yourself </li></ul>An ongoing commentary (Bret and me), hopefully interactive (you): User experience best practices sprinkled throughout
  7. 7. How we do it (part 1): We consider real data: Research provides the foundation for our 135 website best practices. Analytics give us specific data about real site conditions. Testing and measurement give us real-world information. We analyze what the data means: Marketing demographics and psychographics help us develop personas about our target audience. Business goals provide context.
  8. 8. BP: Build community BP: Anticipate customer needs BP: Be credible
  9. 9. BP: Prioritize your content
  10. 10. BP: Present clear calls to action
  11. 11. BP: Keep the user ‘on the scent’
  12. 12. BP: Segment your audience BP: Build community
  13. 13. BP: Tell people who you are BP: Motivate your audience
  14. 14. BP: Communicate your content BP: Provide value
  15. 15. BP: Differentiate your offering BP: Anticipate customer needs
  16. 16. BP: Speak to your audience BP: Motivate your audience
  17. 17. BP: Differentiate your offering BP: Anticipate customer needs
  18. 18. BP: It’s about the content BP: Anticipate customer needs
  19. 19. BP: Present clear calls to action BP: Communicate your content BP: Anticipate customer needs
  20. 20. BP: Keep important content ‘above the fold’ (especially on the Home page)
  21. 21. BP: Provide a clear path to completion BP: Make it easy for the customer
  22. 22. BP: Anticipate customer needs BP: Anticipate customer needs BP: It’s about the content
  23. 23. BP: Present clear calls to action BP: It’s about the content BP: Make it easy for the customer
  24. 24. BP: Anticipate customer needs BP: Present clear calls to action ? BP: Make it easy for the customer
  25. 25. BP: Present clear calls to action BP: Don’t distract the customer if they are doing what you want them to do
  26. 26. How we do it (part 2): First, we’ll look at existing site pages and assess them against best practices. Second, I’ll show you some simple redesigns to improve usability and conversion. Tear it down Build it up
  27. 27. Thank you Gina Scheffel Hamilton Zanze & Co.
  28. 33. Designers Gone Wild
  29. 46. Golf Course Too broad… Too narrow…
  30. 58. The landing page
  31. 59. 10 Things to Increase Your Conversion 1. Make your Home Page clear and direct. Differentiate. 2. Identify your target audience and write for them. 5. Put an appropriate call to action on every page. 3. Provide value for your audience and answer their questions. Be transparent. 4. Create a clear ‘path to completion’ for the things your audience want to do. Remove obstacles!
  32. 60. 10 Things to Increase Your Conversion 7. Build urgency into your message. 6. Provide a ‘scent trail’ throughout your site. 9. Build your site ‘search engine friendly’. 8. Use creative design to enhance, not obscure, your site. 10. Test and use analytics to measure and monitor your performance.
  33. 61. Bret Giles Rich Spinabella Thank you!

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