Usability for Nonprofits: Reducing Friction & Boosting Conversion


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Usability for Nonprofits: Reducing Friction & Boosting Conversion

  1. 1. ©Fathom SEO, LLC, all rights reserved 2012@mikeperla #GoNPO mperla@fathomdelivers.comUSABILITYReducing Friction &Boosting ConversionMike Perla@mikeperla
  2. 2. @mikeperla #GoNPO Mike Perla – Director of Conversion Optimization 2013 Online Testing Awards Gold Ribbon, Case Study in WhichTestWon.comA/B Test Hall of Fame, Director of Event Planning - Northeast Ohio UsabilityProfessional’s Association (NEOUPA), Advisory Board -,Founder - Conversion Rate Optimization Professional Association (CROPA) 10+ years of experience in CRO, UXD, web design, researched-basedinformation architecture practices, persuasive copywriting, personadevelopment and market positioning.Who is this Guy?Why should I pay attention?!?
  3. 3. @mikeperla #GoNPO mperla@fathomdelivers.comDrive all the traffic youwant, it is worthless if itdoes not convertConversion Optimization Should Be a Priority!Get Your Web Properties to Convert
  4. 4. @mikeperla #GoNPO Who are your competitors?Any organization asking individuals to donate a % of their disposable income What are you selling?You are selling a pleasurable experience. Donations trigger pleasure areas ofthe brain that are traditionally stimulated by food, sex and sweets. –University of OregonThe World of Non-ProfitsUnassumingly Competitive
  5. 5. @mikeperla #GoNPO It takes just 50 milliseconds (1/20th of a second) for visitors to form anopinion about the quality of a site This is an action of the old part of your brain or “Reptilian Brain” Is it attractive? Is there a clear visual hierarchy? Does it look safe? The “Reptilian Brain” is the ultimate decision maker (halo effect) You have 7 seconds to keep a visitor from leaving The middle and new parts of the brain – feelings/ emotions & logic Is it relevant? Is it clear what I am supposed to do? Do I feel confident intaking that action?Make a Good ImpressionYou Have Just Seconds
  6. 6. @mikeperla #GoNPO Anxiety – How will my money be spent? What % goes to the cause? Aredonations handled securely? Emotion – Use images that tell the story. Use success stories people canrespond to emotionally. Target empathy. Cialdini’s Principles of Influence Social Proof – How many others have donated? What is the totaldonations? Authority – What organizations or persons of authority do yousupport/support you? Affiliations?Appealing to Your CustomerAddressing Anxiety and Using Persuasive Triggers
  7. 7. @mikeperla #GoNPO mperla@fathomdelivers.comABILITYGive Visitors the Ability to Convert
  8. 8. @mikeperla #GoNPO mperla@fathomdelivers.comABILITYGive Visitors the Ability to Convert
  9. 9. @mikeperla #GoNPO mperla@fathomdelivers.comreadABILITYABILITYGive Visitors the Ability to ConvertabsorbABILITYuseABILITY
  10. 10. @mikeperla #GoNPO Font Choice – typeface, weight & size Line HeightreadABILITYEffortless Reading ComprehensionVerdana is much easier to read.Monotype Corsiva is hard to read.Limit web pages to the usage of3 fonts or less. Less is better.
  11. 11. @mikeperla #GoNPO mperla@fathomdelivers.comreadABILITYEffortless Reading ComprehensionIs your text W3C compliant?Use Colour Contrast CheckMeasure the relative luminance of each letter (unless they are all uniform) using the formula:L = 0.2126 * R + 0.7152 * G + 0.0722 * B where R, G and B are defined as:if RsRGB <= 0.03928 then R = RsRGB/12.92 else R = ((RsRGB+0.055)/1.055) ^ 2.4if GsRGB <= 0.03928 then G = GsRGB/12.92 else G = ((GsRGB+0.055)/1.055) ^ 2.4if BsRGB <= 0.03928 then B = BsRGB/12.92 else B = ((BsRGB+0.055)/1.055) ^ 2.4and RsRGB, GsRGB, and BsRGB are defined as:RsRGB = R8bit/255GsRGB = G8bit/255BsRGB = B8bit/255The "^" character is the exponentiation operator.
  12. 12. @mikeperla #GoNPO mperla@fathomdelivers.comreadABILITYEffortless Reading ComprehensionUse a readability testtool like"I notice that you use plain, simple language, shortwords and brief sentences. That is the way to writeEnglish--it is the modern way and the best way. Stick toit; dont let fluff and flowers and verbosity creep in. Whenyou catch an adjective, kill it. No, I dont mean utterly, butkill most of them--then the rest will be valuable."Mark Twain, letter to D. W. Bowser, March 1880Americans average a readinglevel of Grade 8
  13. 13. @mikeperla #GoNPO mperla@fathomdelivers.comReading from a computer screen is 20-30% slower than reading from paper –The University of Texas.The man who makes a success of an importantventure never wails for the crowd. He strikes out forhimself. It takes nerve, it takes a great lot of grit; butthe man that succeeds has both. Anyone can fail. Thepublic admires the man who has enough confidencein himself to take a chance. These chances are themain things after all. The man who tries to succeedmust expect to be criticized. Nothing important wasever done but the greater number consultedpreviously doubted the possibility. Success is theaccomplishment of that which most people think cantbe done.The man who makes a success of an importantventure never wails for the crowd. He strikes out forhimself. It takes nerve, it takes a great lot of grit; butthe man that succeeds has both. Anyone can fail.The public admires the man who has enoughconfidence in himself to take a chance. Thesechances are the main things after all.The man who tries to succeed must expect to becriticized. Nothing important was ever done but thegreater number consulted previously doubted thepossibility. Success is the accomplishment of thatwhich most people think cant be done.readABILITYEffortless Reading ComprehensionReading on a computer screenis 20-30% slower than paper
  14. 14. @mikeperla #GoNPO mperla@fathomdelivers.comList items are small, discrete “chunks” that are physically easier on the eye andeasier to follow and comprehend.Enterasys offers leadership network solutions forhigher education in terms of manageability via asingle pane of glass, security for BYOD, and integritywith fault-tolerance and life-time warrant. OurOneFabric networking solutions deliver the best userexperience, best-in-class application services, andlowest total cost of ownership in the industry.Take complete control of your wired and wirelessnetworks with OneFabric networking solutions:• Lowest total cost of ownership in the industry• Manageable via a single pane of glass• Security for BYOD (Bring Your Own Device)• Integrity with fault-tolerance• Best-in-class application services• Life-time warrantyreadABILITYEffortless Reading ComprehensionVisitors have time to read only 20% ofyour copy during an average visit
  15. 15. @mikeperla #GoNPO Usability issues in terms of conversion rate optimization is called “Friction” Friction arises from any element of the conversion process that causesfrustration, mental fatigue or confusion.useABILITYEasy & IntuitiveFriction causes aggravation,mental fatigue or confusion
  16. 16. @mikeperla #GoNPO mperla@fathomdelivers.comSources of Friction Length of Pages – Visitors spend only 20% of attention below the fold Page Layout and Design – Confusing layout, no visual hierarchy Button Design – Easy to overlook CTA; conflicting color usage Number of Options – Decision paralysis (3 or 4 options – Weinschenk) Nature and Number of Form Fields – Irrelevant fields or private information Form Field Layout – Form can appear shorter due to layout Number of Steps in Process – The less the better Page Load Speed – Faster the load speed, the better Discontinuity – Design, message, offeruseABILITYEasy & IntuitiveReducing page load speed &the # of form fields is a no-brainer
  17. 17. @mikeperla #GoNPO mperla@fathomdelivers.comA BuseABILITYEasy & Intuitive
  18. 18. @mikeperla #GoNPO mperla@fathomdelivers.comA B+368.5%useABILITYEasy & Intuitive
  19. 19. @mikeperla #GoNPO mperla@fathomdelivers.comThe “Technidiot” Test Does your Grandma, Mother or technically challenged friend find the websiteintuitive to use?useABILITYEasy & IntuitiveDIY user testing - observe thetechnically impaired
  20. 20. @mikeperla #GoNPO mperla@fathomdelivers.comVisitors form an opinion about your web page in 50 milliseconds and will leavewithin 7 seconds or less.So, what do your visitors see? Are the purpose, benefits and differentiators easy to locate andcomprehend? Is it easy to decipher what is most important on the page? Is it clear what action they are supposed to take?absorbABILITYMaking Sense of Digital SurroundingsYou have milliseconds to makean impact on a new visitor
  21. 21. @mikeperla #GoNPO mperla@fathomdelivers.comA BWhichTestWon.comabsorbABILITYMaking Sense of Digital Surroundings
  22. 22. @mikeperla #GoNPO mperla@fathomdelivers.comA B+31.4%WhichTestWon.comabsorbABILITYMaking Sense of Digital SurroundingsUse the “Squint” Chrome Appto quickly assess your layout
  23. 23. @mikeperla #GoNPO mperla@fathomdelivers.com ObjectionsUse Hard Evidence
  24. 24. @mikeperla #GoNPO mperla@fathomdelivers.com ObjectionsUse Hard Evidence
  25. 25. @mikeperla #GoNPO mperla@fathomdelivers.com ObjectionsUse Hard Evidence
  26. 26. @mikeperla #GoNPO Twitter @mikeperla & @CROProA LinkedIn LinkedIn Group: Conversion Rate Optimization Professionals’ Association www.cropa.netFinal SlideTime to Say Goodbye