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Why It Matters: Driving Conversion
With Design
William Cotter
Net Affinity
Conversion
Centered
Design
Only 3% of Site Visitors will Convert
What You Will Learn Today
Make the Most of Your Visitors’ Attention
Increase Site Co...
What We Will Cover
1. What is Design
2. Stages to a Purchasing Decision
3. Importance of Landing Pages
4. Digging Deeper i...
What is Design?
Drawing to Show the Form and Function
“The very first thing that I do whenever I start a new assignment is...
Look at it from the
Visitor’s Perspective
Does this site match my needs right now?
Does it fulfil my goals and have what I...
Designing Creates Challenges
for both Client & Agency
Form
Function
Form should focus on: imagery, branding, copy
& compos...
Tools to Measure Form & Function
These tools let you use real data to track how different parts of
your design are perform...
Eye Tracking Studies
Here’s What the Experts Say
Put your most valuable content above the fold
The left side of your page ...
The Booking Funnel
Stages in Making a Purchasing Decision
Use four different mediums to create
awareness, interest, desire & action
Text, Graphics, Images and Sound – that’s it.
Simplicity is Key
Users Don’t Read, They Scan
Users Are Impatient
Users Don’t Make Optimal Choices
Users Follow Their Intu...
Conversion is all About Attention
As Attention Rates Goes Down,
Key Point
Conversion Rates Go Up.
Remove options to encour...
Landing Pages are at the Heart of
Conversion Centered Design:
one page, one purpose
Match Landing Page Headlines and Image...
Home Page vs Landing Page
57 : 1
Source: Moz
Strong Landing Page Elements
 Emotive Headline
 Descriptive Subheading
 Concise Copy & Bullets
 Testimonials/Social Pr...
Attention Ratio
Conversion
Coupling
Contextual
Congruence
Clarity
Too many choices results in confusion and abandonment.
P...
When to Use Landing Pages
Paid Search Marketing
Paid Social Marketing
Email Marketing
Remarketing / Display Ads
Uncover Your Conversion Stats
Dig Deeper for a Truer Picture
Source: organic, referrer, direct, paid, social
Device: deskt...
Additional Help is at Hand...
Google Analytics Gives You
Insight into Demographics
You can see…
Conversion Rate by Gender
...
Path to a Better Conversion Rate
Persona Ad
Landing
Page
Better
Conversion
Rate
Where Do Guests Abandon?
53% 26% 21%
When shown the When asked for When asked for
total price personal details payment det...
Improve Conversion by Minimising
Abandonment Conditions
Before Abandonment
Clearly display total price
Booking deposit: cl...
75% of first time visitors who abandon do
so with the intent of returning again.
33% 13% 43% 11%
Same Day Next Day Within ...
Improve Conversion by Remarketing
After Abandonment
Ad Retargeting through google and affiliate networks
Email Recovery re...
Summary
 Design – Form and Function
 AIDA - Stages to a Purchasing Decision
 Important Role of Landing Pages
 Dug Deep...
Net Affinity is an international award-winning
Technology, Design and Marketing Company who work
exclusively with hotels.
...
Why Design is Critical for Conversion
Why Design is Critical for Conversion
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Why Design is Critical for Conversion

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What is design, and why does it matter?

Design is where form meets function, and it's key to your digital marketing efforts. In today's presentation, you'll learn what design is, how it fits into converting your website visitors into paying customers, and about the importance of landing pages. We'll also dive deep into ways you can use design for conversion.

Find out how to design your hotel website to make the best experience for potential guests.

Published in: Marketing
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Why Design is Critical for Conversion

  1. 1. Why It Matters: Driving Conversion With Design William Cotter Net Affinity
  2. 2. Conversion Centered Design
  3. 3. Only 3% of Site Visitors will Convert What You Will Learn Today Make the Most of Your Visitors’ Attention Increase Site Conversion Rate You Only Have 3-5 Seconds to Grab Visitors’ Attention
  4. 4. What We Will Cover 1. What is Design 2. Stages to a Purchasing Decision 3. Importance of Landing Pages 4. Digging Deeper into Conversion Optimisation 5. Design Guide for Conversion 6. Where Visitors Abandon the Conversion Process 7. Tips to Reduce Abandonment for Better Conversion
  5. 5. What is Design? Drawing to Show the Form and Function “The very first thing that I do whenever I start a new assignment is to search for the meaning of it.” Massimo Vignelli, renowned Italian designer Form Function The Look and Feel It should create an emotional connection with the audience. Site Usability This relates to how a site works, the level of engagement with users it facilitates
  6. 6. Look at it from the Visitor’s Perspective Does this site match my needs right now? Does it fulfil my goals and have what I want? Can I navigate the site easily? Can I find the information I want and make a booking with ease? Form Function
  7. 7. Designing Creates Challenges for both Client & Agency Form Function Form should focus on: imagery, branding, copy & composition. There should be clarity of direction – client & agency should speak with one voice. This should involve: navigation, user flow, guiding visitor to action devices, dealing with changing browsers & technologies.
  8. 8. Tools to Measure Form & Function These tools let you use real data to track how different parts of your design are performing Make Use of Heat, Confetti & Scroll Maps e.g. Crazyegg Visitor Recordings e.g. Inspectlet, Clicktale Form Function
  9. 9. Eye Tracking Studies Here’s What the Experts Say Put your most valuable content above the fold The left side of your page is important People read big, bold headlines Blocks of information are best You need a lot of white space Pictures of people are good Get rid of banners Source: QuickSprout
  10. 10. The Booking Funnel Stages in Making a Purchasing Decision
  11. 11. Use four different mediums to create awareness, interest, desire & action Text, Graphics, Images and Sound – that’s it.
  12. 12. Simplicity is Key Users Don’t Read, They Scan Users Are Impatient Users Don’t Make Optimal Choices Users Follow Their Intuition Users Want to Have Control
  13. 13. Conversion is all About Attention As Attention Rates Goes Down, Key Point Conversion Rates Go Up. Remove options to encourage visitors to click on the thing you really want them to.
  14. 14. Landing Pages are at the Heart of Conversion Centered Design: one page, one purpose Match Landing Page Headlines and Images with Your Ads for: Lower Cost per Click Higher Ad Position Better ROI Higher Conversion Rates
  15. 15. Home Page vs Landing Page 57 : 1 Source: Moz
  16. 16. Strong Landing Page Elements  Emotive Headline  Descriptive Subheading  Concise Copy & Bullets  Testimonials/Social Proof  Strong Call to Action  Prominent Button  Minimal (zero) Links  High Quality Imagery  Trust Sign Source: Kissmetrics
  17. 17. Attention Ratio Conversion Coupling Contextual Congruence Clarity Too many choices results in confusion and abandonment. Pre-click experience should match the post-click landing page. Maintain a contextual flow. For example, if discussing a “romantic getaway,” the landing page should continue that conversation. Eliminate negative words, like “proximity of nightlife and bars” when promoting family getaways. Simple design, use of white space, use imagery to sell. Credibility Boost consumer confidence with hotel reviews/ratings or testimonials Source: Kissmetrics & Unbounce
  18. 18. When to Use Landing Pages Paid Search Marketing Paid Social Marketing Email Marketing Remarketing / Display Ads
  19. 19. Uncover Your Conversion Stats Dig Deeper for a Truer Picture Source: organic, referrer, direct, paid, social Device: desktop, tablet, mobile Mobile device: Android v Apple Location: Europe, the UK, the US New vs. Returning There is Demand for Responsive Design to Improve Users Experience on Multiple Screens. Key Point
  20. 20. Additional Help is at Hand... Google Analytics Gives You Insight into Demographics You can see… Conversion Rate by Gender Conversion Rate by Age Profile …and a lot more! Look to build customer personas & personalise the experience. Be the best offer for your key demographic. Key Point
  21. 21. Path to a Better Conversion Rate Persona Ad Landing Page Better Conversion Rate
  22. 22. Where Do Guests Abandon? 53% 26% 21% When shown the When asked for When asked for total price personal details payment details Source: SaleCycle.com
  23. 23. Improve Conversion by Minimising Abandonment Conditions Before Abandonment Clearly display total price Booking deposit: clearly state conditions Reduce number of form fields when requesting personal details Confirm total price on payment page and display security logos Show images of room and supporting text Offer price guarantees
  24. 24. 75% of first time visitors who abandon do so with the intent of returning again. 33% 13% 43% 11% Same Day Next Day Within week After a Week Source: SaleCycle.com
  25. 25. Improve Conversion by Remarketing After Abandonment Ad Retargeting through google and affiliate networks Email Recovery retargeting as part of the booking process Breakdown of “time-to-purchase” Data 30% purchase in less than 20 minutes 50% purchase in 20 minutes to an hour 60% purchase in 1 to 3 hours 65% purchase in 3 to 12 hours 72% purchase in 12-24 hours 80% purchase in 3-7 days 95% purchase in 1-2 weeks 100% purchase in more than 2 weeks Source: SeeWhy
  26. 26. Summary  Design – Form and Function  AIDA - Stages to a Purchasing Decision  Important Role of Landing Pages  Dug Deeper into Conversion Optimisation  Design Guide for Conversion  Why Visitors Abandon the Conversion Process  Tips to Reduce Abandonment for Better Conversion
  27. 27. Net Affinity is an international award-winning Technology, Design and Marketing Company who work exclusively with hotels. We drive more direct business to your hotel, and develop client relationships that allow us to consistently cultivate and develop your business. Your success is our success!

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