Web Design For ROI

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Aquent Webcast with Lance Loveday and Sandra Niehaus of Closed Loop Marketing on Web Design for ROI - how design impacts effectiveness

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Web Design For ROI

  1. T e esi e a efo t e h s l s r rm h d 0 / 2 0 we c s : 5 2 / 8 bat We D s nfr O : b ei o R I g H wD s nI a t o e i mp cs g teB t m Ln h ot o ie
  2. Aquent is the only global staffing company dedicated to marketing and creative services organizations 20 years of helping marketing and creative organizations find the right Talent Our customers are industry leaders 90 of the Fortune 100 2/3 of the Fortune 500 Other Services Consulting Training Outsourcing Translation Offices to help you across the globe Nearly 70 offices in 17 countries 40 offices in major metros across North America Contact us aquent.com 877 227 8368
  3. Web Design for ROI: How Design Impacts Effectiveness Lance Loveday Sandra Niehaus CEO VP User Experience, Creative Director
  4. More info & resources at: www.WebDesignForROI.com
  5. The Business Case for Design
  6. The Business Case for Design Conversion Optimization
  7. The Business Case for Design Conversion Optimization Real World Examples
  8. The Business Case for Design Conversion Optimization Real World Examples Tools & Resources
  9. The Business Case for Design
  10. Fragmentation of Media – and Attention
  11. Fragmentation of Media – and Attention
  12. Fragmentation of Media – and Attention
  13. TV Hurting
  14. The Web - Now a Mass Medium
  15. Advertisers Haven’t Caught Up
  16. Influence on Retail 43% of all retail sales are expected to be influenced by or made on the Internet by 2012 Forrester: “The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012” and U.S. Dept. of Commerce
  17. Influence on B2B 83% of businesses use the Internet to research and find potential vendors. * Enquiro: “Business to Business Survey 2007.”
  18. The Impact of Design on Credibility of web users admit making judgments 75% about the credibility of an organization based on the design of its web site. Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003) 18
  19. The Impact of Appearance on Trust 68% of U.S. online shoppers agree that they will distrust a site that doesn’t have a professional appearance. Source: eMarketer, 2006
  20. How Quickly Are You Judged?
  21. Conversion Optimization
  22. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  23. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  24. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  25. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  26. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  27. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  28. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  29. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  30. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  31. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  32. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  33. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  34. What Conversion Optimization Can Do for You 25% - 400% increase in conversion rate (on average) The median conversion increase is 40% - 60%
  35. OK, but is a smaller increase worth the effort? 35
  36. $24M annual sales Increase conversions from 2.0% to 2.1% = $1.2M incremental revenue = 36 1,100% increase in annual ROI
  37. Better web sites make more money
  38. What Does All This Mean For YOU?
  39. Job Security
  40. It’s all about using the right leverage... ...in the right places 40
  41. How Design Attention is Allocated How It Is
  42. How Design Attention is Allocated How It Is How It Should Be (based on ROI)
  43. Real World Examples 43
  44. 44
  45. 45
  46. Landing Pages
  47. Landing Pages = Visitors’ First Impression of You
  48. Use Consistent Imagery and Messaging Banner ad: Landing page:
  49. Provide What You Promised Banner Ad Landing Page (where’s the offer?)
  50. Case Study – Home Page as Landing Page
  51. New Landing Page with Segmenting Options
  52. New Landing Page with Segmenting Options Result: 1500% increase in leads
  53. Case Study: Before
  54. Case Study: After
  55. Case Study: After Result: 600% increase in conversion rate
  56. Case Study: Before
  57. Case Study: After
  58. Case Study: After Result: 200% increase in leads, no quality decrease
  59. Some Landing Page Design Guidelines • Separate from site – Focus attention • Extension of ad – Use consistent imagery & messaging • Fewer, more meaningful graphics • Compelling copy • Clear call to action • Fewer form fields (within reason) • Clear, prioritized buttons • Personalize when possible • Segmentation options
  60. Shopping Cart / Checkout
  61. Pop Quiz What is the average shopping cart abandonment rate across all industries (US)? A. 28% B. 59% C.46% D.34% 61
  62. National average, across all industries Source: MarketingSherpa E-Commerce study, 2006 62
  63. Why Do We Abandon Shopping Carts? 63
  64. Or just can’t figure out what to click next? 64
  65. Buttons that all look the same 65
  66. Prioritized & differentiated 66
  67. Prioritized & differentiated
  68. Case Study: Before
  69. Case Study: After
  70. Before
  71. After
  72. Before
  73. After
  74. Before
  75. After
  76. After Result: 20% reduction to cart abandonment rate
  77. Single-Page Checkout
  78. You Know Single-Page Checkout Works When…
  79. Some Shopping Cart / Checkout Process Design Guidelines • Progress indicator • Thumbnail images displayed in cart • Automatic formatting of fields • Clear & helpful error messages • Prioritized buttons with clear wording • Providing all info about purchase – shipping, return info, etc. • Single-screen checkout AVOID • Short time-out periods • Requiring ‘registration’ as a separate step
  80. Conversion Optimization – Tools & Techniques to Get There
  81. Analytics Make meaning out of metrics
  82. Usability Testing
  83. Site Effectiveness Reviews
  84. A/B Testing
  85. A/B Testing
  86. Multivariate Testing Compare multiple images… …and multiple headlines
  87. Multivariate Testing
  88. Agency-focused tool for multivariate testing
  89. Some Tool Vendors • Usability Testing Software – Morae - www.techsmith.com/morae.asp • Analytics Tools: – Google Analytics – www.google.com/analytics – Omniture – www.omniture.com – WebTrends – www.webtrends.com – CoreMetrics – www.coremetrics.com • Multivariate Testing Tools: – Google Website Optimizer - http://services.google.com/websiteoptimizer/ – OptiMost – www.optimost.com – Offermatica – www.offermatica.com – WideMile – www.widemile.com
  90. Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing • The business case for conversion optimization • Motivating case studies • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: quot;Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.quot; -- Bryan Eisenberg, bestselling author of Call to Action quot;Filled with practical design tips proven to increase conversion rates and improve your online results.quot; -- Jeff Hackett, SVP, Online Sales, Wachovia 90
  91. Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing s? • The business case for conversion optimization on esti• Motivating case studies Qu • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: quot;Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.quot; -- Bryan Eisenberg, bestselling author of Call to Action quot;Filled with practical design tips proven to increase conversion rates and improve your online results.quot; -- Jeff Hackett, SVP, Online Sales, Wachovia 91
  92. Thank You! lance@closed-loop-marketing.com sandra@closed-loop-marketing.com

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