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(2013) Getting more customers from websites, User experience spotlight

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(2013) Getting more customers from websites, User experience spotlight

  1. 1. DIGITAL EXPERT VIP WEBINAR SERIESGETTING MORE CUSTOMERS FROM WEBSITESUser Experience Spotlight22 mai 2013  Mediative.com
  2. 2. TODAY’S SPEAKERS22 mai 2013  Mediative.comIan EverdellManager, User Experienceand ResearchMediativeian.everdell@mediative.comVictoria HartVP National SalesMediativevictoria.hart@mediative.comKyle GrantSenior Product Manager,Performance ServicesMediativekyle.grant@mediative.com
  3. 3. #MediativeVIPWebinar• Following the webinar, you willreceive our UX eBook:Make it Easier to Buy From You: AWebsite User Experience ChecklistEngage with us on twitter
  4. 4. AGENDA• WHAT IS WEBSITE USER EXPERIENCE?• LANDING PAGE UX SUCCESS STORY• 10 TIPS TO IMPROVE LANDING PAGE EXPERIENCE• TYPES OF USER EXPERIENCE SOLUTIONS AVAILABLE
  5. 5. 5WHO WE AREPIONEERS IN DIGITAL RESEARCHOver 300 digital assets dedicated toimproving marketing strategies andunderstanding customer behaviour,including several ground breakingresearch projects:Location Based Marketing• Hyper Situational Mobile Targeting• Google Places Desktop vs. Mobile• Display Ad Effectiveness on TabletsOnline User Behaviour• Local Search Consumer Behaviour• The Brand Lift of Search• Google Golden Triangle
  6. 6. WHO WE AREOUR RESEARCH OVER THE YEARS200420052006200720082010200920122011Inside The Mindof The SearcherSearch EngineUsage ResearchGoogleGoldenTriangleMajor SERPsUserBehaviourOrganic vs.Paid BrandLift StudyBarriers Ona WebsiteMapping theBuyerSphereGoogleInstantResultsGoogle PlacesDesktop &MobilePPC &DisplayUserPurchaseBehaviourBranching Out FromSearch Research
  7. 7. WHAT IS WEBSITE USER EXPERIENCE?
  8. 8. 50%Of potential sales are lost because users can’t findthe information they need on webpages.Source: Forrester Research
  9. 9. 5-7sIs all it takes to convince post-clickvisitors that they are on the right page.Source: Nielsen Norman Group
  10. 10. WHAT HAPPENS AFTER TRAFFIC REACHESYOUR SITE??
  11. 11. WHAT IS WEBSITE USER EXPERIENCECONNECTING CONTENT TO INTENTSearch Intent Purchase Intent Customer Action Conversions Purchase
  12. 12. USER EXPERIENCE CASE STUDY1. CHALLENGE2. STRATEGY3. RESULTS
  13. 13. CASE STUDYCUSTOMER CHALLENGE1• Not satisfied with the number of leads through pay perclick advertising.• The existing landing pages were converting between 4-5%, which is already quite good, they had an ambitiousgoal: double the conversion rate!Canadian B2B Healthy Vending Company
  14. 14. CASE STUDY CHALLENGEEXISTING LANDING PAGE• Ads mention a freeinfo kit, but thedownload from thispage is a report.• No company name orlogo on the page.• Strong backgroundcolors distract fromthe content.
  15. 15. CASE STUDYCUSTOMER SOLUTIONCanadian B2B Healthy Vending CompanyAudit evaluates againstthe RACE model:• Relevancy• Attractiveness• Clarity• Ease2• Landing Page Audit• Redesign & Testing
  16. 16. CASE STUDYCUSTOMER RESULTS3Canadian B2B Healthy Vending CompanyInstant Improvements:• Offer Change = +53%• Long Page = +86%• Short Page = +110%110%
  17. 17. LANDING PAGE TIPS
  18. 18. LANDING PAGE TIPS5 THINGS TO AVOID• Poor Visual Hierarchy• Hidden Calls to Action• Tricky Forms• Thinking You Know Your Users• Poor Content
  19. 19. LANDING PAGE TIPSWHAT NOT TO DO
  20. 20. LANDING PAGE TIPS5 QUESTIONS TO CONSIDER• What information is included in your headlines?• What is your call to action?• Where is your CTA located?• Do you have credibility on your landing page?• Are the forms on your page asking for more than 4pieces of information?
  21. 21. LANDING PAGE TIPSA+ UX DESIGN
  22. 22. USER EXPERIENCE SOLUTIONS
  23. 23. 24UX & RESEARCH SOLUTIONSAUDITSFind out how you stack upagainst your competitors.
  24. 24. UX & RESEARCH SOLUTIONSCONVERSION PATH OPTIMIZATIONStarting at: $1,850Amazon.com increasedonline revenue by $6Min 1 week just bychanging a button.
  25. 25. UX & RESEARCH SOLUTIONSTURNKEY LANDING PAGE MANAGEMENTStarting at: $2,400Fully implementedservice including design,hosting and testing.
  26. 26. Moderated TestingUnmoderated Testing27UX & RESEARCH SOLUTIONSUSER EXPERIENCE TESTING
  27. 27. UX can help your clients understand:• Their potential customers’ expectations and behaviours so they canbe in the right place, with the right message, at the right time.• Where their existing experience might be falling short of customerexpectations.• How they stack up against competitors.• How to squeeze every possible conversion out of the traffic thatthey already pay for.TAKEAWAYSGenerating reach and traffic to your site is a good first phase, butneed to make sure that traffic is going to be valuable
  28. 28. QUESTIONS22 mai 2013  Mediative.comIan EverdellManager, User Experienceand ResearchMediativeian.everdell@mediative.comVictoria HartVP National SalesMediativevictoria.hart@mediative.comKyle GrantSenior Product Manager,Performance ServicesMediativekyle.grant@mediative.com
  29. 29. mediative.com/contactmediative.com/youtubemediative.com/linkedinmediative.com/facebookmediative.com/twittermediative.com/googleplusCONTACT OUR DIGITAL EXPERTS

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