Home Page Usability:Don’t Make Your Visitors Think!! Helpful Tips for Evalua0ng Your Site’s “Point Guard”. John Hoecker Digital Marke0ng Consultant www.OnlineStrategics.com
Overview• The Big Picture – Your Website’s Purpose • Visitor Types & Intro to the “Conversion Ladder” • How Visitors Use a Home Page (without thinking) • Home Page Elements & Func0ons • Exponen0al Eﬀects of Solid Home Page Usability • Home Page Audits & General Online Marke0ng Ques0ons • Golden Rule of Web User Experience : DON’T MAKE VISITORS THINK! MAKE PAGES AND CONTENT ELEMENTS SIMPLE AND SELF-‐EVIDENT.
The Big Picture• The purpose of your website is to convert visitors to your business goals: • Online sale, form submission, lead genera0on. • It is essen0al that ﬁrst-‐0me visitors have a posi0ve user experience, beginning with your Home Page: • Visitors have limited pa0ence & good will – reward them! • Don’t make ﬁrst 0me visitors frustrated – you may lose the life0me value that they represent! • Bad user experience can translate into visitors viewing your service unfavorably. • Google measures visitor experience – this aﬀects rankings. • Get User Experience op0mized before spending $$$ on SEO, Social Media, PPC (Google Adwords), etc.!!
Visitor Types & Intro to the Conversion Ladder• 5 Types of Visitors (or levels of visitor awareness) 1. Unaware they have a problem/need your service solves. 2. Aware of their problem/need, but unaware that solu0ons exist. 3. Aware of solu0ons, but not yours. 4. Aware of your solu0on, but not convinced. 5. Are convinced your solu0on is best and CONVERT! • All visitors proceed through these levels of awareness before conver0ng.
The Conversion Ladder• If we lay out the 5 visitors types Convinced and as they move toward conver0ng, it represents a Convert!! ladder: Unconvinced of • Your Home Page is your Your Solu0on website’s “Point Guard” that ideally will pass all these types Unaware of your of visitors to the suppor0ng pages they need, and move Solu0on them up the ladder toward conversion. • Crah content especially for Unaware of Solu0ons the top 4 rungs, as they are the most informed and valuable visitors, and require least amount of eﬀort to convert. Unaware of need/problem
How Visitors Use a Home Page • Visitors don’t read web pages – they SCAN them. • No diﬀerent than scanning a newspaper. • They scan for keyword phrases or pictures/other elements that seem most relevant, and typically click on the ﬁrst one. • Less ideally, they have to muddle through a page to ﬁnd the informa0on they need. The goal is to move visitors oﬀ the Home Page to suppor0ng pages that keeps them moving them up the Conversion Ladder.
Home Page Elements & FunctionalityApply these 2 steps to evaluate Home Page elements: 1. Does it make me think (is the element self-‐evident/self-‐explanatory)? 2. Which types of visitors does it appeal to, and is it clearly relevant to them? • Clear Logo and Mission Statement: • What is this site about? Am I in the right place? • Per0nent Headline & Tagline: • Does this eﬀec0vely get their aken0on and appeal to most visitors on the conversion ladder? • Get them Scanning: • Are the page and content elements quickly scanable and relevant (especially to visitors in the top 4 rungs)? • “6 Second Rule” – Are you semng visitors up to bounce? • Clear and self-‐evident Naviga0on? • What are the major site sec0ons? • Are my naviga0on op0ons clear?
Home Page Elements & Functionalitycon0nued… Apply these two steps to evaluate Home Page elements: 1. Does it make me think (it is self-‐evident/self-‐explanatory)? 2. Which types of visitors does it appeal to, and is it clearly relevant? • Cita0ons of Credibility. • Tes0monials (brief) • Awards/Cer0ﬁca0ons • List of clients (e.g., horizontal content element showing client logos) • Search Box. • Some visitors prefer search func0on over scanning/browsing. • Provides valuable visitor informa0on -‐ search terms are logged in Google Analy0cs, provides clues to informa0on you might be missing that your visitors want. • Prominent Contact Informa0on or Address. • Reasonable Aesthe0c Appeal.
Exponential Effects of Usability• Google tracks site engagement metrics to determine relevancy and rankings!! • Engagement metrics: Bounce Rate, Exit rate, Time on Site, Pages/Visit. • Google rewards relevant sites with ranking them higher, without even touching SEO. • Higher rankings = more traﬃc. • You can view these metrics in Google Analy0cs easily. • Enhanced Usability = Higher Conversion Rate and Number of Conversions. • All of your online marke0ng eﬀorts will now have greater ROI.
Where to go from here??• Web Analy0cs • Iden0fy boklenecks in your Conversion Ladder • Let me know if you need help semng up Google Analy0cs. • Conversion Tes0ng • Allows you to test diﬀerent content, content elements, content arrangement to enhance usability and boost conversions further. • Other Hatchery Resources: • Josh Soros – Internet Marke0ng Strategy/ PM • Blast Advanced Media – my heroes!
Home Page Audits• www.blastam.com • www.workakheyard.com • www.capitolperiodontal.net
John Hoecker Digital Marke0ng Consultant 415-‐235-‐3231 firstname.lastname@example.org • SEO, Conversion Op0miza0on, Web Analy0cs, Design & Hos0ng Solu0ons. • Slides are available at hkp://www.slideshare.net/ johnhoecker1/home-‐page-‐usability • Hit me up any0me – I like solving problems!