Day 2: Usability & Design Mistakes that Kill Conversion

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Day 2: Usability & Design Mistakes that Kill Conversion

  1. 1. Usability & Design Mistakes that Kill Conversion Lance Loveday, Closed Loop Marketing Larry Marine, Intuitive Design
  2. 2. DesignMistakesthatKILL$ Conversions ByLarryMarine VeteranConversionExpert @UXstrategy#ConvCon
  3. 3. What’sYourConversionRate?•  <2%•  2E3%Eindustryaverage•  5%•  10%•  15%Emostoftop10arehere•  20%•  30%•  40%ESchwann’s IntuiRveDesign©2011@UXstrategy#ConvCon
  4. 4. What’sRealisRc?•  Ifnot10%,thensomethingisterriblywrong! •  Mostsitesmakeseveralcommonmistakes –  Strategic –  Usuallyfatal IntuiRveDesign©2011@UXstrategy#ConvCon
  5. 5. Whyareyouhere?•  LearnhowtoidenRfyfatalmistakes –  Commonsigns –  Examples•  Learnhowtoavoidthesemistakes –  Proven,simpleideas•  GetaFREEanalysisofyoursite IntuiRveDesign©2011@UXstrategy#ConvCon
  6. 6. NotMyFirstRodeo•  ClassicallyTrained –  CogniRveScience–partpsych,partcomputerscience –  Taughtbythebest–DonNorman,theFatherofUX•  20+yearsofmarketdominaRngsuccesses –  Proflowers–oneofthehighestconversionrates –  Vanguard–thestandardinfinancialsitedesign –  FedexOfficePrinRng–replacedbrickEnEmortarstores –  200+projects–broadrangeofrepeatedsuccess IntuiRveDesign©2011@UXstrategy#ConvCon
  7. 7. TheUsualSuspects•  “Selling”thecustomerononepage•  Wearingyourunderpantsontheoutside•  Fearofcommitment IntuiRveDesign©2011@UXstrategy#ConvCon
  8. 8. SellingonOnePage•  Youwon’tselltheuserfromthelandingpage•  CommonSigns: –  “BuyNow”focusonthehome/landingpage –  TesRmonials,first –  SellingsoluRons,butnotsolvingtheirproblem•  Guideusersdownthegardenpath –  There’saflowyouMUSTfollow IntuiRveDesign©2011@UXstrategy#ConvCon
  9. 9. TheBefore$PictureWhat problem are they solving? Call to Action: too prominent IntuiRveDesign©2011@UXstrategy#ConvCon
  10. 10. DowntheGardenPathUser%State% •  Awareness% •  A,en-on% •  Desire% •  Ac-on% IntuiRveDesign©2011@UXstrategy#ConvCon
  11. 11. DowntheGardenPathUser%State% Transi-on%Trigger% •  Awareness% ↓  Point%of%Pain% •  A,en-on% ↓  What’s%in%it%for%me?% •  Desire% ↓  Reason%to%Believe% •  Ac-on% IntuiRveDesign©2011@UXstrategy#ConvCon
  12. 12. TransiRonTriggers•  PointofPain –  Resonatewiththeirperceivedproblem •  AskquesRonsratherthanmakestatements•  What’sInItForMe(WIIFM) –  ValueProp:Howcanyousolvetheirproblem•  ReasontoBelieve –  TesRmonials,heroshots,trustmarks,etc. •  Theywanttobelieve,sodon’tscarethemoff IntuiRveDesign©2011@UXstrategy#ConvCon
  13. 13. GoodTransiRonsPoint of Pain: What’s rightfor my occasion? Another Point of Pain Value prop: organized by occasion – I know these are the right flowers Reason to believe: On Sale - note subdued call to action IntuiRveDesign©2011@UXstrategy#ConvCon
  14. 14. WearingYourUnderpants…•  Isyoursiteorganizedaroundyourbusiness? –  ReflecRnghowyouseeyourcompany/products?•  Commonsigns: –  ProductsecRons/categories –  Verbiagefocusedonthetechnologyorbusiness –  RequiresvisiRnglotsofirrelevantpages•  Organizethesitefortheuser’sperspecRve IntuiRveDesign©2011@UXstrategy#ConvCon
  15. 15. What’sWrongwiththisPicture? IntuiRveDesign©2011@UXstrategy#ConvCon
  16. 16. What’sWrongwiththisPicture?Where’s the Point of Pain? Reason to BelieveWhat’s in it for me? front and center. You want ME to figure out which of YOUR products will work for me? IntuiRveDesign©2011@UXstrategy#ConvCon
  17. 17. BrochureWareRequires the userto do all the work IntuiRveDesign©2011@UXstrategy#ConvCon
  18. 18. OrganizefortheUser•  IdenRfywiththeuser’sproblem•  Organizeproductsbytheproblemstheysolve•  Example:buyinganSLRcamera –  Intendeduse:indoor,outdoor,acRon,sRlls •  IfoutdooracRon,thenconsiderthislens •  don’tforgetaUVfilter •  extrabaqery? IntuiRveDesign©2011@UXstrategy#ConvCon
  19. 19. Problem,thenSoluRonsOrganized by whatthe user knows Add vases and chocolates, later IntuiRveDesign©2011@UXstrategy#ConvCon
  20. 20. FearofCommitment•  Askingforacommitment –  Withoutgivingsomethingvaluable,first•  Commonsign: –  Emailaddressbeforeshowingthemanything –  Mustregisterfirsttousethesite IntuiRveDesign©2011@UXstrategy#ConvCon
  21. 21. IncrementallyEngagetheUser•  Incrementallyengageyourusers –  EveryacRonisacommitment,evenjustaclick –  Lowcommitment,highreturn –  PersonalizaRonworksREALLYwell•  Incrementallyincreasethecommitmentlevel –  Clickforanabstractofawhitepaper •  WhettheirappeRte –  Thenaskforanemailaddresstoseetherestofit IntuiRveDesign©2011@UXstrategy#ConvCon
  22. 22. IncrementalEngagementSelecting an occasion ispersonal and engaging Browsing engages users without commitment IntuiRveDesign©2011@UXstrategy#ConvCon
  23. 23. MakeitPersonal Low commitment engagement and personalization IntuiRveDesign©2011@UXstrategy#ConvCon
  24. 24. TheA+er$Picture•  ResonatewiththePointofPain•  GivethemanobviousvalueproposiRon•  Engagethem•  Makeitpersonal•  Solvetheirdamnedproblem,already! IntuiRveDesign©2011@UXstrategy#ConvCon
  25. 25. AConceptthatWorks! IntuiRveDesign©2011@UXstrategy#ConvCon
  26. 26. FreeAnalysis•  Wantsomefeedbackonyoursite?•  Free30minuteanalysis•  Text:(719)229E4031•  Email:LMarine@IntuiRveDesign.com IntuiRveDesign©2011@UXstrategy#ConvCon

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