Design forconversion(or how to kick your website into action)www.credos.com.au
Why conversion should matter      to web designers You’re NOT delivering websites…
You’re delivering results.
What doweb designers design for?
Design for…  My beautiful website…art’s sake                         ✗�
Design for…  Let’s have lots of bellsand whistles!   …technology’s sake                        ✗�
Design for…                  The Emperor’s                 new clothes look                  great on him,                ...
Design for……a quick buck                ✗�
Design for…  I want a  cool new                  Me too!  website!                      Their website    Maybe ours will  ...
Design for……conversion(achieving website goals)                            ✓�
Design for conversion involves… Attracting the right people      Engaging their interest           Converting interest int...
Calculating results    Web trafficConversion rate                  x = Success rate
SEO & conversion: basic maths   Web traffic   X   Conversion                 rate       =   Success                       ...
Improving success rate      Web    traffic        X    Conversion                          rate              =      Succes...
SEO & conversion: both matter   Web traffic       Conversion rate   (SEO effort)       (design effort)• Takes time        ...
How to  design forconversion
Start by asking “Why?”Identify business objectives, for example…•   Increase market share/turnover/profit•   Attract highe...
Start by asking “Why?”Non-commercial organisations have objectives too•   Streamline processes, cut costs•   Raise the org...
Turn objectives into goalsWhat can you measure? Some examples…•   Sales transactions•   Number/type of enquiries•   User r...
Measuring goals•   Google Analytics – set goals•   Bounce rate•   Landing pages•   Exit pages•   Page visits/pathways•   S...
Design for conversion involves… Attracting the right people      Engaging their interest           Converting interest int...
Attracting the right peopleFirst, decide what you are REALLY selling                               A 5mm                  ...
People don’t buy products & services.    They buy solutions to their needsHunger        Security     ShelterConvenience   ...
So, what are YOU selling?• Identify which needs you solve• Turn your product/service into a proposition  that answers a ne...
An example…Client:  EzyLifterProduct: Floorboard lifting tool                                   www.ezylifter.com
What’s the proposition?                                             The needs it answers:                                 ...
Keyword research(using Google Adwords Keyword Tool)
Keyword statistics for the website       (using Google Analytics)                                  www.ezylifter.com
Where is your audience on the     awareness scale?                    0                1            2           0. Don’t h...
Using the awareness scale           (segmenting the target audience)Ezy-Lifter target audience: builders, demolition contr...
The usual linear approach                                  Home                                  Products   videos    gall...
Disadvantage of the linear approach          (one size fits all)
The concentric approach              1        Landing         page                   2                      Explain     1 ...
Design for conversion…Attracting the right people     Engaging their interest          Converting interest into action    ...
Getting their attention        (use the right headline)• Address your audience’s    What’s in it  needs personally        ...
Getting their attention             (use the right headline)Which headlines engage interest?Product information           ...
Getting their attention                           (it’s about YOU, not us)Floorboard lifting tool                    You’l...
Getting their attention                (emotion before logic)Example headlines…Make your job easier – you deserve a breakR...
Getting their attention                        (design to be noticed)Factors affectingnoticeability of eachpage element:• ...
Getting their attention                        (design to be noticed)Factors affectingnoticeability of eachpage element:• ...
Keeping them engaged                                                    Use activeAffirm positive                         ...
Keeping them engagedBe clear about                                      Reinforcethe offering                             ...
Design for conversion…Attracting the right people     Engaging their interest          Converting interest into action    ...
Convert them.                    (provide clear calls to action)Buy NOW (not later)Introduce a senseof urgencyProvide clea...
Convert them.           (designing call to action links)• Use active verbs          Sign up for a FREE trial              ...
Convert them.     (anticipate resistance points, address concerns)                                        That helps - I c...
Convert them.        (factors that affect conversion rates)• Entry path – relevance of site content to user need• Audience...
Design for conversion…Attracting the right people     Engaging their interest          Converting interest into action    ...
Achieving results                (a tactical checklist) Have  multiple landing pages, targeted at audiences  according to...
Further reading• “Convert!” by Ben Hunt: http://amzn.to/o4UXA9• Goal-oriented web design: http://bit.ly/nblFxW• Optimizing...
Carolyn King | web www.credos.com.au | twitter @CredosAssoc
Upcoming SlideShare
Loading in …5
×

Design for conversion - web design to get results

3,893 views

Published on

A look at web design for conversion - design and content planning techniques for kicking a website into action - converting site visits into real results.

The presentation covers how to attract the right audience, engage their interest, convert interest into action, and achieve and measure results. It was presented by Carolyn King at the Brisbane Web Design Meetup on 21 July 2011.

Published in: Design, Technology, Business

Design for conversion - web design to get results

  1. 1. Design forconversion(or how to kick your website into action)www.credos.com.au
  2. 2. Why conversion should matter to web designers You’re NOT delivering websites…
  3. 3. You’re delivering results.
  4. 4. What doweb designers design for?
  5. 5. Design for… My beautiful website…art’s sake ✗�
  6. 6. Design for… Let’s have lots of bellsand whistles! …technology’s sake ✗�
  7. 7. Design for… The Emperor’s new clothes look great on him, don’t they?…clients’ egos ✗�
  8. 8. Design for……a quick buck ✗�
  9. 9. Design for… I want a cool new Me too! website! Their website Maybe ours will is cooler than win an award ours…keeping up with the Joneses ✗�
  10. 10. Design for……conversion(achieving website goals) ✓�
  11. 11. Design for conversion involves… Attracting the right people Engaging their interest Converting interest into action Achieving results ✔�
  12. 12. Calculating results Web trafficConversion rate x = Success rate
  13. 13. SEO & conversion: basic maths Web traffic X Conversion rate = Success rate 100 X 0 = 0 0 X 100% = 0
  14. 14. Improving success rate Web traffic X Conversion rate = Success rate 1000 X 5% = 50 1000 X 10 % = 100 2000 X 5% = 100What’s easier – doubling web traffic, or increasing conversion by 5%?
  15. 15. SEO & conversion: both matter Web traffic Conversion rate (SEO effort) (design effort)• Takes time • Easy to do• Always changing • Can give quick• Needs constant results attention • Small wins count
  16. 16. How to design forconversion
  17. 17. Start by asking “Why?”Identify business objectives, for example…• Increase market share/turnover/profit• Attract higher value business• Cross-sell related services What role will the website play?• Increase customer loyalty What do we really want to achieve?• Reduce support costs What’s the• Boost brand reputation business case?• Launch a new product or service
  18. 18. Start by asking “Why?”Non-commercial organisations have objectives too• Streamline processes, cut costs• Raise the organisation’s profile• Attract members/sponsors/donations• Provide timely information/services, etc What are the How can the How will we justify the priorities? website help? time/cost?
  19. 19. Turn objectives into goalsWhat can you measure? Some examples…• Sales transactions• Number/type of enquiries• User registrations• Sharing via social networks• Contributions (comments/info)• Viewing specific pages/media
  20. 20. Measuring goals• Google Analytics – set goals• Bounce rate• Landing pages• Exit pages• Page visits/pathways• Sales/e-marketing data
  21. 21. Design for conversion involves… Attracting the right people Engaging their interest Converting interest into action Achieving results ✔�
  22. 22. Attracting the right peopleFirst, decide what you are REALLY selling A 5mm drill bit? Or a 5mm hole?
  23. 23. People don’t buy products & services. They buy solutions to their needsHunger Security ShelterConvenience Relaxation Adventure
  24. 24. So, what are YOU selling?• Identify which needs you solve• Turn your product/service into a proposition that answers a need• Turn features into benefits• Think like a customer• Identify what they’re searching for• Find keywords relevant to your audience• Broaden your market reach
  25. 25. An example…Client: EzyLifterProduct: Floorboard lifting tool www.ezylifter.com
  26. 26. What’s the proposition? The needs it answers: An easier life Saving money Business profitSelling a means to: Health Security• Pull up decking & timber boards easily Environmental concern• Reduce cost of home renovations• Save time on demolition work• Reduce back strain/injury• Meet health & safety regulations• Re-use or recycle timber
  27. 27. Keyword research(using Google Adwords Keyword Tool)
  28. 28. Keyword statistics for the website (using Google Analytics) www.ezylifter.com
  29. 29. Where is your audience on the awareness scale? 0 1 2 0. Don’t have a need 3 1. Recognise a need 4 2. Aware solutions exist5 3. Know of your solution 4. See your benefits 5. Are convinced to buy
  30. 30. Using the awareness scale (segmenting the target audience)Ezy-Lifter target audience: builders, demolition contractors, 0home renovators, decking specialists, hardware stores 10. Not relevant/concerned1. Need to save time, reduce 2 back strain, recycle flooring2. Aware there are tools 33. Have heard of Ezy-Lifter 44. See benefits of Ezy-Lifter 55. Are convinced to buy
  31. 31. The usual linear approach Home Products videos gallery features benefits info Customer feedback ✓� buy FAQs
  32. 32. Disadvantage of the linear approach (one size fits all)
  33. 33. The concentric approach 1 Landing page 2 Explain 1 need Answer need 1 2 Push 3 benefits ✓� Home Convert 3 4 1 2 3 1 2 1 2 1
  34. 34. Design for conversion…Attracting the right people Engaging their interest Converting interest into action Achieving results ✔�
  35. 35. Getting their attention (use the right headline)• Address your audience’s What’s in it needs personally for ME?• Confirm they are where I’m in the they want to be right place• Give them reasons to This sounds keep going interesting
  36. 36. Getting their attention (use the right headline)Which headlines engage interest?Product information ✗�The easy way to pull up floorboards & decking ✓�Renovate your deck in half the time ✓�No more back-breaking work ✓�
  37. 37. Getting their attention (it’s about YOU, not us)Floorboard lifting tool You’ll save SO much timePull up old boards and decking (and your back will thank you too!)Ezy-Lifter is our patented board lifting With Ezy-Lifter you can remove floor boards anddevice to help remove floor boards timber decking in less than half the time.and timber decking. Its patented ergonomic design means no moreOur tool reduces the back-breaking bending and straining, less chance of doing yourwork of pulling up boards, giving time back in, and more time to sit and enjoy your newand money savings while reducing floor or deck.risk of back injuries. More info » Tell me more » (us) (you)
  38. 38. Getting their attention (emotion before logic)Example headlines…Make your job easier – you deserve a breakRecycle timber – the planet will thank you for it!Your clients will love you for saving them moneyAre you putting your staff’s safety at risk?Get ahead of the game - be the first to own one
  39. 39. Getting their attention (design to be noticed)Factors affectingnoticeability of eachpage element:• Size• Contrast• Boldness• Colour• Position• Space• 3D effects www.ezylifter.com• Movement
  40. 40. Getting their attention (design to be noticed)Factors affectingnoticeability of eachpage element:• Size• Contrast• Boldness• Colour• Position• Space• 3D effects• Movement Try the squint test – what stands out?
  41. 41. Keeping them engaged Use activeAffirm positive languagemessages ReinforceAnticipate brand valuesnext stepsProvide calls Back upto action claimsSegmentand layerthe content ProvideAddress the reassuranceaudience’sperspective www.rockpeople.com
  42. 42. Keeping them engagedBe clear about Reinforcethe offering brand values Don’t be shyAddressconcernsShout aboutsuccessesProvide easyroutes to goals www.rockpeople.com
  43. 43. Design for conversion…Attracting the right people Engaging their interest Converting interest into action Achieving results ✔�
  44. 44. Convert them. (provide clear calls to action)Buy NOW (not later)Introduce a senseof urgencyProvide clearchoices to removepotential barriersRepeat action callswithin the copyUse simple,active languageMake it easy to findthe phone number
  45. 45. Convert them. (designing call to action links)• Use active verbs Sign up for a FREE trial Start sending files within minutes• Be clear & direct• Say what will happen Contact our team now and see how we can save you money• Imply urgency• Include benefits Try it for yourself - FREE• Address it to “you” Limited offer – buy now• Command (nicely) rather than asking Download the full article Yes, send me updates
  46. 46. Convert them. (anticipate resistance points, address concerns) That helps - I can see how to orderYes, I’m ordering the right amountthe right product I’m glad theyGood, I know explained theit’s in stock terminologyI can see whatI’ve orderedI won’t have to I can see thewait too long delivery costGreat, theydeliver overseas www.quilterscloth.co.uk
  47. 47. Convert them. (factors that affect conversion rates)• Entry path – relevance of site content to user need• Audience awareness of need/solution• Perception of brand – trust & credibility• Language & tone of voice• Quality of information• Delivering right information, right time• Page layout & design (clarity, usability, style)• Hard evidence (or visual evidence, like videos)• User ratings/reviews
  48. 48. Design for conversion…Attracting the right people Engaging their interest Converting interest into action Achieving results ✔�
  49. 49. Achieving results (a tactical checklist) Have multiple landing pages, targeted at audiences according to place on awareness scale Ensure inbound links relate to audience needs Make sure every page has a clear next step/action Strip out all content that doesn’t achieve goals Use “squeeze pages” to force people to action Convert the converted – reward goal scorers (post-sales offers, up-sell, send to friend) ✓� Test & improve – A/B split or multivariate testing
  50. 50. Further reading• “Convert!” by Ben Hunt: http://amzn.to/o4UXA9• Goal-oriented web design: http://bit.ly/nblFxW• Optimizing Conversion Rates: It’s All About Usability (Smashing Mag) http://bit.ly/oeiQ9i• Increasing Conversion with Web Design: http://bit.ly/nO96tf• A/B Testing: Usability From A to B: http://bit.ly/ndLkMg• How Hyundai increased requests for test drive by 62% using multivariate testing: http://bit.ly/nhYahw This presentation: http://www.slideshare.net/cazazz All the above links: http://bitly.com/bundles/cazazz/1
  51. 51. Carolyn King | web www.credos.com.au | twitter @CredosAssoc

×