Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

5 worst website mistakes - 5 best website recommendations

578 views

Published on

This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it.

Improving Website Conversion for Profit -
3 local Case Studies with proven methodologies

Chris Garner,
Media Director -
Affiliate and Search,
dgm

Published in: Business
  • Be the first to comment

  • Be the first to like this

5 worst website mistakes - 5 best website recommendations

  1. 1. Five worst website mistakes
  2. 2. 13 Years
  3. 3. 25%
  4. 4. Smaller brands
  5. 5. We deliver 2.5 customers a second
  6. 6. Website Conversion >> Media What you going to get in the next 20 mins 12
  7. 7. PROBLEM
  8. 8. How do we increase online sales effectively?
  9. 9. SOLUTION
  10. 10. Spend more money on Media
  11. 11. Turn more clicks into customers
  12. 12. Improve website conversion
  13. 13. Why increase satisfaction?
  14. 14. $
  15. 15. 2007 2011Website facet Mean SD Mean SDSearch Quality 2.3 0.57 2.2 0.59Ease Of Use 1.9 0.36 2.5 0.53Information Quality 2.4 1.52 3.1 0.64Information Relevancy 2.6 0.93 2.1 0.85Page Load Speed 4.1 0.69 3.3 0.51Visual Appeal 2.8 0.91 3.6 0.77Trustworthiness 2.9 0.42 3.7 0.64Satisfaction 3.2 0.50 3.8 0.69Loyalty 3.7 1.01 2.7 0.83Referral Likelihood 2.7 0.17 3.5 0.82
  16. 16. How are you gathering user feedback on your site?
  17. 17. BehaviouralPsychologyis oftencommonsense
  18. 18. On the pageWeb Sitetactics
  19. 19. Trust
  20. 20. Brand Social proof Recognition Visual appeal
  21. 21. Priceguarantee Brand
  22. 22. 1/3 of thework force is Brandover 50,givescustomerstrust
  23. 23. Australia’s most trusted brand
  24. 24. $7.2B in revenue for FY2011
  25. 25. Peer to peerselling relies Brandon trust
  26. 26. Peer to peerselling relies Brandon trust
  27. 27. Q1 2012 revenue $3.3B
  28. 28. Designed forcustomers Social proofnot forbrands
  29. 29. Designed forcustomers Social proofnot forbrands
  30. 30. $400K in sales in August 2012
  31. 31. Deliversmore sales Social prooffor Dell thanFacebook
  32. 32. 957,056 visitors in August 2012 (more traffic than Catch of the Day)
  33. 33. Recognition
  34. 34. Usedtechnologyto measurethe results
  35. 35. Control Page B1 Variant B2
  36. 36. 50% increaseinconversion Control Page B1 Variant B2
  37. 37. How can you improve trust for your business?
  38. 38. Visualappeal
  39. 39. Which person would you trust?
  40. 40. Or…
  41. 41. Winner of 2012 ORIA’s
  42. 42. How do your customers rate your site’s visual appeal?
  43. 43. Brand Social proof Recognition Visual appeal
  44. 44. Page load Performance
  45. 45. Customersexpect yourwebsite to 40% ofload in less customers willthan 2 abandon anyseconds site that takes longer than 3 seconds to load. For every 1 For every 1 second of load second of load time, time, user conversion satisfaction drops by 7% drops by 16% http://www.linkedin.com/in/jcolman http://www.webpagetest.org/
  46. 46. What would you do if your pageload speed was twice as long as your competitors?
  47. 47. How do we improve page load speed?
  48. 48. Free toolmeasurespage loadspeed
  49. 49. Displaystrackingtags fromAd Servers& Networks
  50. 50. iFramecontainertags cantake ¼ of asecond
  51. 51. Universalcontainertag
  52. 52. AsynchronousTag loading isthe future
  53. 53. Ease of use Navigation
  54. 54. Converts 3x higher than our average fashion site (we deliver $8M fashion sales per annum)
  55. 55. What tests are you undertaking to improve navigation?
  56. 56. Information Contentquality
  57. 57. Googlebotcannot indexcontentbehind thepaywall
  58. 58. 1.24%conversionrate
  59. 59. PROBLEM
  60. 60. Improve click volumes to key report
  61. 61. Improve sales from key reports
  62. 62. 16.44% oftotal visits
  63. 63. First clickfree, allowsGooglebotto indexyour content
  64. 64. 16.44% oftotal visits
  65. 65. 200% YoYincreasedSEO visits 0 10,000 5,000 15,000 20,000 25,000 30,000 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 launch Nov-11 click free Dec-11 Date of first Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
  66. 66. 100 20 80 140 40 60 120200% YoY 0 0 10,000 5,000 15,000 20,000 25,000 30,000 Jul-10Conversionsincreased by Jul-10 Aug-10 Aug-10 Sep-10 Sep-10 Oct-10 Oct-10 Nov-10 Nov-10 Dec-10 Dec-10 Jan-11 Jan-11 Feb-11 Feb-11 Mar-11 Mar-11 Apr-11 Apr-11 May-11 May-11 Jun-11 Jun-11 Jul-11 Jul-11 Aug-11 Aug-11 Sep-11 Sep-11 Oct-11 Oct-11 launch Nov-11 Nov-11 click free Dec-11 Dec-11 Date of first Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Jul-12
  67. 67. Information Contentrelevancy
  68. 68. Discovery
  69. 69. Analytics Survey Eye Tracking
  70. 70. Analytics Survey Eye Insight Tracking
  71. 71. 1.24%conversionrate
  72. 72. 14,000 pageviews permonth
  73. 73. 40% bouncerate
  74. 74. Eye trackingsurvey
  75. 75. Call toactions arebeingignored
  76. 76. Below thefold
  77. 77. Bannerblindness
  78. 78. Created ABnTest with 3differentvariables
  79. 79. 98% certainto beat thecontrol
  80. 80. 50% increaseinconversion
  81. 81. How do you optimise customer conversion on your site?
  82. 82. 36+% of Australian Internet users delete their third-party cookies in a month comScore report (2011)Last clickcookie wins http://www.comscore.com/Press_Events/Press_Release s/2011/2/comScore_Publishes_White_Paper_on_the_I mpact_of_Cookie_Deletion_on_Website_Audience_Me asurement_in_Australia
  83. 83. >> MediaMedia 171
  84. 84. CAN’T BEMEASURED
  85. 85. How can you attribute online sales to Offline Ads?
  86. 86. PROBLEM
  87. 87. 7.1 million AutoClub membersin Australia
  88. 88. CAN NOW BE MEASURED
  89. 89. CAN NOW BE MEASURED
  90. 90. Number of coupon sales per month 501Value of coupon sales per month $100KMonthly cost saving $10K
  91. 91. 111M TV viewers inUSA
  92. 92. What are you doing to measure offline?
  93. 93. Five worst website mistakes
  94. 94. Hard to find informationSlow download speedSlow response to emailsBad quality informationUnattractive design
  95. 95. Five recommendations to improve websites
  96. 96. Add feedback buttons to every pageTest test test using objectivityImprove trust wherever possibleImprove page load speed: Use tag managementBegin to measure offline Ad performance online

×