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Similar to Optimise Websites for Behaviour with the 5 Essentials
Similar to Optimise Websites for Behaviour with the 5 Essentials (20)
Optimise Websites for Behaviour with the 5 Essentials
- 1. BE and Digital Design 30 July 2014 1 @peoplepatterns #MSiX
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- 6. 6 Wasting money, time and effort feeding traffic to the site. We are leaking money. The result of the gap
- 7. 7 We need to optimise for behaviour, not just search engines
- 8. 8 ü Designed around behavioural patterns ü Persuades the visitor to take desired action ü Capitalises on every moment of truth ü Increases conversion ü Increases repeat business Behaviourally Effective Website
- 9. 9 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 10. 10 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 11. 1. Establishing Confidence 11 If your visitor is not confident, they will simply not proceed
- 12. 12 0 secs 9.58 secs
- 13. 13 0 secs 9.58 secs7 secs LandofBrand.com Marketing Experiments MECLAB
- 15. 15 Me (the visitor) You (the business) You must establish confidence in…
- 16. 16 “I’m exactly where I expected to be” “I can do this” Confidence in Me
- 18. 18 Confidence in Me ✗ No direct link ✗ Am I in the right place?
- 19. 19 Confidence in Me ✗ No direct link
- 20. 20 Do this…
- 21. 21 Confidence in Me ü Direct link ü Consistent language
- 22. 22 Do this… ü Clear and visible business name ü Match language to ad ü Image that adds meaning to positioning ü Landing Pages Confidence in Me
- 23. 23 “You look like a credible business” Confidence in You
- 25. 25 Confidence in You ✗ Tired ✗ Unclear name ✗ Cheap image
- 26. 26 Confidence in You ✗ Who are you? ✗ No quality markers (eg testimonials, guarantees) ✗ “Stock photo” image
- 27. 27 Do this…
- 28. 28 Confidence in You Social Proof ü Industry credibility
- 29. 29 Confidence in You ü Awards
- 30. 30 Confidence in You ü Social proof ü Live usage ü Stats ü Service guarantees
- 31. 31 Do this… ü “Years established” ü Industry accreditations ü Guarantees ü Testimonials Confidence in You
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- 35. 35 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 36. 2. Communicating Value 36 How can you solve my problem? I want your website to bring me closer to solving my problem
- 37. 37 Communicating Value ü Simple explanation
- 39. 39 Communicating Value ✗ It’s not about you, it’s about their problem
- 40. 40 Communicating Value ✗ Generic image ✗ WIIFM below fold
- 41. 41 Communicating Value ✗ Absent Value Prop
- 42. 42 Communicating Value ✗ Absent Value Prop ✗ “Our” not from customer perspective
- 43. Communicating Value ✗ Doesn’t walk the talk System 2 critic
- 44. Communicating Value ✗ About you not customer ✗ Poor readability
- 45. 45 Do this…
- 46. 46 Communicating Value ü Clear resolution
- 47. 47 Communicating Value ü Clear statement
- 48. ü Clear statement Communicating Value
- 49. ü Clear proposition Communicating Value
- 50. 50 Do this… ü Encapsulate your customer’s problem ü Explain how you solve it ü Differentiate yourself Communicating Value
- 53. 53 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 54. 3. Creating a Pathway All Rights Reserved People Patterns Pty Ltd 54 Where is this leading? • For your visitor • For you
- 56. 56 ! ! ! !! ! ! Creating a Pathway ✗ Too much, too soon Paradox of Choice
- 59. ✗ Too soon Creating a Pathway
- 60. ✗ So where do I start? Creating a Pathway
- 61. 61 Creating a Pathway ✗ Most important thing for me to do?
- 62. 62 Creating a Pathway ✗ All about you not the customer
- 63. 63 Creating a Pathway ✗ Social media distraction ✗ a, b, c, d unclickable
- 64. 64 Creating a Pathway ✗ Blocks rather than entices Scarcity
- 65. 65 Creating a Pathway ✗ Missed opportunity to take them somewhere
- 66. 66 Do this…
- 67. 67 Creating a Pathway ü Prioritises getting to know each other
- 68. 68 Creating a Pathway ü Helps site user get started Paradox of Choice
- 69. 69 Creating a Pathway ü Assures user they are on the right path
- 70. 70 Do this… ü Listen first ü Give to get ü Prioritise Creating a Pathway
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- 74. 74 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 75. 4. Asking for Action 75 Moments of truth: Asking your visitor to do something
- 78. 78 Asking for Action • Absent CTA! • Unclear CTA! • Too many CTA!
- 79. 79 Asking for Action ✗ Now what should I do? • Absent CTA! • Unclear CTA! • Too many CTA!
- 80. 80 Asking for Action ✗ Now what? • Absent CTA! • Unclear CTA! • Too many CTA!
- 81. 81 Asking for Action ✗ How do I add to cart? • Absent CTA! • Unclear CTA! • Too many CTA!
- 82. 82 ✗ What is it and where does it take me? Asking for Action Loss Aversion • Absent CTA! • Unclear CTA! • Too many CTA!
- 83. 83 Asking for Action ✗ What does it mean? ✗ Unclickable Ambiguity • Absent CTA! • Unclear CTA! • Too many CTA!
- 84. ✗ Undifferentiated CTA button colours Asking for Action • Absent CTA! • Unclear CTA! • Too many CTA!
- 85. 85 ✗ Alphanumeric & Social Media add unnecessary decisions Asking for Action • Too many CTA!
- 86. 86 Do this…
- 87. 87 ü Clear outcome Asking for Action
- 88. 88 ü Clear outcome ü Instant gratification Asking for Action Short term bias
- 89. ü Reinforces WIIFM ü Clear CTA ü Uses Loss Aversion ✗ Why so many exclamation points?! Asking for Action
- 90. 90 ü Clear outcome Asking for Action Loss Aversion Social proof Default bias Short term bias
- 91. 91 Do this… ü Reduce anxiety (social proof, icons) ü Explain what happens when ü Give them a payoff Asking for Action
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- 94. 94 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward
- 95. 5. Effort vs Reward Equation 95 If effort > reward your visitor will not proceed
- 98. 98 Effort vs Reward ✗ Readability of white on black ✗ Number of fields required Depletion effect
- 99. 99 Effort vs Reward ✗ Readability of light font, too much text
- 100. 100 Effort vs Reward ✗ Sliders Huh???
- 101. 101 Effort vs Reward
- 102. 102 Do this…
- 103. 103 ü Low effort to get started Effort vs Reward
- 104. Effort vs Reward ü Instant gratification
- 105. Effort vs Reward ü Reduce perceived effort ü Choice architecture System 1
- 106. 106 Effort vs Reward ü Sometimes you want to create effort System 2
- 107. ü Pique self-interest Effort vs Reward Uniqueness
- 108. 108 Do this… ü Reinforce/acknowledge actions ü Reiterate payoff (WIIFM) ü Immediate payoff Effort vs Reward
- 110. 110 Effort vs Reward
- 111. 111 Effort vs Reward
- 112. 112 The 5 Essentials 1. Establishing Confidence 2. Communicating Value 4. Asking for Action 3. Creating a Pathway 5. Effort vs Reward In Me, In You Solve my problem Leads to?Absent, Unclear, Too Many R > E = behaviour
- 113. 113 “5 Essentials for an Effective Website” Email bri@peoplepatterns.com.au More info www.peoplepatterns.com.au Free guide
- 114. 114 Top 3 takeaways 1. Anxiety kills conversion 2. Micro moments matter 3. Era of Behavioural Optimisation
- 115. 115 Get in touch Bri Williams bri@peoplepatterns.com.au 0408 392 173 @peoplepatterns www.peoplepatterns.com.au