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.
23. BP: Present clear calls to action BP: It’s about the content BP: Make it easy for the customer
24. BP: Anticipate customer needs BP: Present clear calls to action ? BP: Make it easy for the customer
25. BP: Present clear calls to action BP: Don’t distract the customer if they are doing what you want them to do
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
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!
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.