3 Steps To Improving Your Online Performance

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Paul Rouke presentation slides from How-Do's conference 'Speeding Up In A Slowdown' in Liverpool on 4th June 2009. The conference was headlined by Google, and I followed their presentation by talking about the 3 key areas businesses need to focus on to improve their online performance - understanding visitors, measuring performance and testing/optimisation

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3 Steps To Improving Your Online Performance

  1. 2. How-Do Conference Speeding Up In The Slowdown “3 steps to improving your online performance” by Paul Rouke User Experience Director at PRWD Web: www.prwd.co.uk Blog: www.paulrouke.co.uk 4th June 2009 @ Liverpool Science Park
  2. 3. My background Joined 1st e-commerce team in 1999 in design and usability role 7 years experience focused on: – improving conversion rates – increasing average order values – improving number of returning visitors – converting offline shoppers to online shoppers
  3. 4. Where I work A few clients we work with directly A few clients we work with through agency partners Improve performance of existing websites and applications Design and build high performing websites/systems/applications
  4. 5. How I help businesses Website Evaluations Benchmarking Analytics & Testing Training
  5. 6. What areas can businesses expect to improve? online sales online enquiries return-on-investment marketing spend conversion revenue-per-employee
  6. 7. Understanding visitors Measuring performance Testing & improving
  7. 8. Understanding visitors Measuring performance Testing & improving
  8. 10. What is gorilla user testing? Cheap Enlightening More natural environment Delivers actionable results
  9. 11. How to do gorilla user testing <ul><li>Specify key objectives (with a story) </li></ul><ul><li>Choose at least 5 people to take part </li></ul><ul><li>Tell them a story </li></ul><ul><li>Watch, listen and make notes </li></ul><ul><li>Collate, prioritise and plan changes </li></ul>
  10. 12. How do you give your visitors what they want?
  11. 13. Understanding Visitors – A case study “Receiving and Converting More Sales Leads From Online Enquiry Forms”
  12. 14. <ul><li>Key Principles </li></ul><ul><li>Keep them simple </li></ul><ul><li>Only ask for the minimum info required </li></ul><ul><li>People are busy, they don’t have time for big forms </li></ul>Online enquiry forms
  13. 15. Which form will visitors most use?
  14. 16. Which form do visitors most use? 14% 86%
  15. 17. How well do these enquiries convert into sales?
  16. 18. How well do these enquiries convert into sales? 17%
  17. 19. How well do these enquiries convert into sales? 17% 55%
  18. 20. Use basic user testing to better understand how visitors use your website Understanding visitors
  19. 21. Understanding visitors Measuring performance Testing & improving
  20. 23. Step 1 - Analytics A couple of options include...
  21. 24. Step 2 – Plan resource
  22. 25. Who has analytics installed on their website? Keep your hand raised if you use the data to make informed changes
  23. 26. Step 3 – Determine key goals Online enquiry Download a document Application Subscription Purchase
  24. 27. Step 4 – Segment your traffic
  25. 28. Step 4 – Segment your traffic
  26. 29. Step 4 – Segment your traffic
  27. 30. Step 4 – Segment your traffic
  28. 31. Step 5 – Specify key journeys
  29. 32. Step 6 – Invest time and resource One of my favorite quotes from Avinash Kaushik is his “10/90″ rule, which says: “for sites with $100k to spend on analytics, they should invest $10k in software and invest $90k in great staff.” http://www.kaushik.net/avinash/
  30. 33. Use analytics and segment your traffic to identify where key potential customers struggle to complete their objectives Measuring performance
  31. 34. Understanding visitors Measuring performance Testing & improving
  32. 36. Testing - What Test variations of different page elements Page components Page layout Placement of specific items Call to action - graphics or messages Links - design, colour, size Copy text Headings/sub headings Buttons - design, colour, size Forms Field layout on forms Number of items on a form Number of steps within a multi-step process Retailers Product page layout Cross-sell or up-sell modules Photo quality Use of reviews Use of videos Product pricing Special offers or promotions
  33. 37. Testing - Why
  34. 38. Testing - How List of software and vendors courtesy of Craig Sullivan
  35. 39. Who has carried out split testing on their site? Keep your hand raised if it proved worthwhile
  36. 40. Testing and improving – A case study “Test location of enquiry form to determine which version visitors prefer”
  37. 41. Stage 1 – Decide what to test
  38. 42. Stage 2 – Run the test
  39. 43. Stage 3 – Examine results
  40. 44. Stage 4 – Implement
  41. 45. Stage 5 – Go back to stage 1 Why? Testing isn’t just a one-off activity that will transform your website performance – it needs to be carried out continuously
  42. 46. <ul><li>Don’t ignore the full customer journey </li></ul>
  43. 47. Use split testing to make highly informed, continual improvements to your online platforms Testing & Improving
  44. 49. Understanding visitors Measuring performance Testing & improving Watch 5 people use your website and identify where it can be improved Set up 1 visitor journey, segment your traffic, then watch how many drop out. Then decide if your website can perform better Carry out 1 split test then decide for yourself if its worth it
  45. 50. Thankyou for listening to “3 steps to improving your online performance” by Paul Rouke Office: 0161 918 6729 Mobile: 07739 745 126 Web: www.prwd.co.uk Blog: www.paulrouke.co.uk Email: [email_address]
  46. 51. Any questions...?

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