Conversion Design: Maximizing Your Site's ROI

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Tim Ash, a landing page optimization guru, likens many website owners to parents: they’ll never admit that their baby (their website) is ugly. Often times it takes letting go of ego and accepting the brutal, data driven reality that while a site may be aesthetically pleasing, it can also be useless and produce little to no ROI. Regardless of whether you are the proud owner of an ugly baby or you are building your site from scratch, conversion design is critical to strategically tying your site to your over-arching business goals.


By moving through this six step process, you can remove the guesswork from website creation and optimization and create common ground for your team (web designer, web developer, and site stakeholders):


1) Personas
2) Plausible User Case Scenarios
3) Information Architecture (Sitemap)
4) Wireframes
5) Design
6) Development


In this webinar we will focus on the first four steps and their impact on creating a ROI-focused common ground for all involved in the site creation process.=

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Conversion Design: Maximizing Your Site's ROI

  1. 1.
  2. 2.
  3. 3. Make me a money tree<br />
  4. 4. Make me a<br />
  5. 5. Make me<br />
  6. 6. Make me a money tree.<br />
  7. 7. It is possible.<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. Do you own an ugly baby?<br />
  12. 12. Symptoms<br />attachment<br />
  13. 13. Symptoms<br />attachment<br />low conversion rates<br />
  14. 14.
  15. 15. $$$<br />$$$<br />$$$<br />
  16. 16. $$$<br />$$$<br />$$$<br />
  17. 17. It works pretty good, don’t it?<br />
  18. 18.
  19. 19. Conversion Design<br />Maximizing Your Site’s ROI<br />
  20. 20. Conversion<br />
  21. 21. Why does your site exist?<br />
  22. 22. Conversion<br />purchase<br />
  23. 23. Conversion<br />purchase<br />form fill<br />
  24. 24. Conversion<br />purchase<br />form fill<br />download<br />
  25. 25. Conversion<br />purchase<br />form fill<br />download<br />phone call<br />options are endless…<br />
  26. 26. Conversion<br />purchase<br />form fill<br />download<br />phone call<br />…<br />
  27. 27. Conversion Design<br />
  28. 28. Conversion Rate = ROI<br />Website A<br />Website B<br />100,000<br />$75<br />1.9%<br />$1.43<br />$142,500<br />Visits<br />Order Value<br />Conversion Rate<br />Per Visit Value<br />Revenue<br />100,000<br />$75<br />1.0%<br />$0.75<br />$75,000<br />
  29. 29. Global Average<br />2% to 3% <br />
  30. 30. Vertical Averages<br />Fashion and Apparel 1.7%<br />
  31. 31. Vertical Averages<br />Fashion and Apparel 1.7%<br />Electronics .8%<br />
  32. 32. Vertical Averages<br />Fashion and Apparel 1.7%<br />Electronics .8%<br />Software 2.1%<br />
  33. 33. Vertical Averages<br />Fashion and Apparel 1.7%<br />Electronics .8%<br />Software 2.1%<br />Outdoor and Sports 2.3% <br />
  34. 34. Strategy before tactics.<br />
  35. 35.
  36. 36. ersona<br />
  37. 37. ersona<br />
  38. 38. ersona<br />Name<br />
  39. 39. ersona<br />Pithy Description<br />Name<br />
  40. 40. ersona<br />Pithy Description<br />Needs and Performance<br />Name<br />
  41. 41. ersona<br />Pithy Description<br />Needs and Performance<br />Name<br />Demographics<br />
  42. 42. ersona<br />Pithy Description<br />Needs and Performance<br />Name<br />Demographics<br />Applied Psychographics<br />
  43. 43. brain<br />heart<br />hands<br />feet<br />
  44. 44. www.eboostconsulting.com/marketing-personas<br />ersona<br />
  45. 45. ersona<br />ucs<br />
  46. 46. lausible User Case Scenarios<br />
  47. 47. lausible User Case Scenarios<br />Needs<br />Wants<br />Demands<br />
  48. 48. lausible User Case Scenarios<br />Needs<br />Wants<br />Demands<br />
  49. 49. lausible User Case Scenarios<br />Needs<br />Wants<br />Demands<br />Choices,<br />Instant Gratification<br />Flexibility<br />A Deal<br />
  50. 50. lausible User Case Scenarios<br />
  51. 51. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />
  52. 52. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />
  53. 53. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />Search Engine User<br />
  54. 54. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />Thrifty<br />Search Engine User<br />
  55. 55. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />Quick<br />Thrifty<br />Search Engine User<br />
  56. 56. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />Quick<br />Thrifty<br />Search Engine User<br />Flexibility<br />
  57. 57. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />Quick<br />Thrifty<br />Search Engine User<br />Flexibility<br />Conversion!<br />
  58. 58. lausible User Case Scenarios<br />- Google User<br />- Needs choices, instant gratification<br />- Wants flexibility<br />- Demands a deal<br />
  59. 59.
  60. 60. ersona<br />ucs<br />
  61. 61. Objectives aligned.<br />
  62. 62. Designer<br />Aesthetics<br />
  63. 63. Developer<br />usability<br />code tidiness<br />
  64. 64. Business Owner<br />cost<br />brand<br />
  65. 65. Stakeholders, Managers, Employees, etc.<br />
  66. 66.
  67. 67. ersona<br />ucs<br />???<br />
  68. 68. ireframes<br />
  69. 69.
  70. 70.
  71. 71.
  72. 72.
  73. 73. ireframes<br />
  74. 74. ireframes<br />
  75. 75. B<br />W<br />ireframes<br />Color Contrast<br />
  76. 76. Size<br />B<br />W<br />B<br />W<br />ireframes<br />vs.<br />
  77. 77. B<br />W<br />B<br />ireframes<br />W<br />Positioning<br />
  78. 78. Key Tools<br />size<br />color contrast<br />positioning<br />
  79. 79. Strategy before tactics.<br />ersona<br />ucs<br />ireframes<br />
  80. 80.
  81. 81. Design and Development<br />
  82. 82. Wrap Up.<br />
  83. 83. ersona<br />ucs<br />ireframes<br />
  84. 84.
  85. 85.
  86. 86.
  87. 87. Site that converts.<br />
  88. 88. Where to start?<br />
  89. 89. At the beginning.<br />
  90. 90. Small changes.<br />Big impact.<br />
  91. 91. Conversion Design<br />Maximizing Your Site’s ROI<br />

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