Friction is any part of the conversion process that can frustrate or confuse a user. While some friction is an unavoidable part of the conversion process, the amount of friction visitors encounter varies greatly across web properties.
Fortunately, with the right skills and toolset, we can make the conversion process more user-friendly, thus reducing friction and generating more revenue for our clients.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'Distilled
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.
Designed for Success: Optimizing the Email ExperienceLitmus
Great design is more than stunning graphics—it's a key strategy to unlocking the success of email. And as one of digital marketing's highest performers, email requires its own unique set of content, marketing, and design considerations. Discover the six stages of the inbox experience and pick up
actionable tips to help you create amazing emails that get opened, clicked, and stay out of the spam folder.
Increase your level cap with the SEO performance expansion packWesley Maynard MCIM
This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer.
As a by-product, you’ll become indispensable to your clients/bosses.
This talk was presented at Brighton SEO in September 2019.
Friction is any part of the conversion process that can frustrate or confuse a user. While some friction is an unavoidable part of the conversion process, the amount of friction visitors encounter varies greatly across web properties.
Fortunately, with the right skills and toolset, we can make the conversion process more user-friendly, thus reducing friction and generating more revenue for our clients.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
Jabez LeBret, Author of Online Law Practice Strategies, presents Marketing 101 Continuing Legal Education to members of the Alabama State Bar in January 2017
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'Distilled
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.
Designed for Success: Optimizing the Email ExperienceLitmus
Great design is more than stunning graphics—it's a key strategy to unlocking the success of email. And as one of digital marketing's highest performers, email requires its own unique set of content, marketing, and design considerations. Discover the six stages of the inbox experience and pick up
actionable tips to help you create amazing emails that get opened, clicked, and stay out of the spam folder.
Increase your level cap with the SEO performance expansion packWesley Maynard MCIM
This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer.
As a by-product, you’ll become indispensable to your clients/bosses.
This talk was presented at Brighton SEO in September 2019.
Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!
Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.
SearchLove San Diego 2017 | Travis Wright | Social Business, Content Advertis...Distilled
In this session, Travis will share thoughts on a company-wide social business strategy, discuss tactics around organic content amplification and account-based content advertising. The final portion of his presentation will focus on the components that drive a solid marketing technology stack within your business. There will be jokes, gifs, and fist bumps for everyone one in attendance.
Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B TestingLiesl Barrell
This deck covers important landing page basics like attention ratio, message match and key elements. Including a walk-through of some examples of landing pages to see which ones converted best and why so that you can run better, more efficient campaigns and get the most out of your marketing spend.
Presented by Liesl Barrell at MTL+ECOMMERCE
May 14, 2014
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
Landing pages are a crucial part of any online marketing campaign. They can be used to more effectively communicate your marketing message and ad a result increase the conversion rate of your campaigns.
This presentation presents a detailed look at 101 ways you can improve the conversion potential of your digital marketing.
I have the document in PDF format also, but I thought the presentation format would be useful for anyone wanting to run a session on the subject.
Best Practices in Email Design & Development: HighRoad Solution WorkshopLitmus
Get in the mindset of a great email marketer so you'll understand from the ground up how to think, see, write, design and smell (ok, that might be pushing it) like an amazing email marketing guru. Learn from the best on how to put together great emails that get people reading and better yet, acting on your email.
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Razvan Gavrilas
Since the latest Real-time Google Penguin 4.0 everyone is wondering how to move forward with their link building strategy.
In this presentation, I'm sharing unique tips, creative strategies and case studies on how to Organically Build Links in a Post-Penguin Era.
Applying the SEO Tips and Strategies presented here will increase your Google Rankings - Safe and Fast!
Lander Academy webinar featuring Dustin Sparks - conversion optimization and web analytics expert - showed attendees some good ways to stop making costly landing page mistakes that hurt your sales. Also, he explained how to properly run a/b tests and how to interpret the test results, and gave the audience 8 great tips for landing page optimization. Check the slides for more!
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
As growing numbers of companies jump into social media marketing, there are greater opportunities to make missteps. Preparation and, to a certain degree, common sense can prevent embarrassing errors from reaching the public.
However, we must recognize that all of us are imperfect and we can’t possibly meet our own high standards 100% of the time. In the case of failure, prior planning will prevent our response to an error from multiplying and becoming larger than the original mistake.
Melissa Mathews gives tips on how to successfully use social media to the advantage of local nonprofits. From crafting the right message to understanding the numbers, all areas for the budding social media guru are covered. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Learn actionable tactics to boost your conversion rates and get more ROI out of existing marketing efforts. Includes checklists for optimized call-to-action buttons, landing page essential elements, templates for requesting client testimonials, and more!
Presented at Interactivity Digital (#ID2013) in South Beach, FL on May 15, 2013.
SearchLove San Diego 2017 | Travis Wright | Social Business, Content Advertis...Distilled
In this session, Travis will share thoughts on a company-wide social business strategy, discuss tactics around organic content amplification and account-based content advertising. The final portion of his presentation will focus on the components that drive a solid marketing technology stack within your business. There will be jokes, gifs, and fist bumps for everyone one in attendance.
Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B TestingLiesl Barrell
This deck covers important landing page basics like attention ratio, message match and key elements. Including a walk-through of some examples of landing pages to see which ones converted best and why so that you can run better, more efficient campaigns and get the most out of your marketing spend.
Presented by Liesl Barrell at MTL+ECOMMERCE
May 14, 2014
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
Landing pages are a crucial part of any online marketing campaign. They can be used to more effectively communicate your marketing message and ad a result increase the conversion rate of your campaigns.
This presentation presents a detailed look at 101 ways you can improve the conversion potential of your digital marketing.
I have the document in PDF format also, but I thought the presentation format would be useful for anyone wanting to run a session on the subject.
Best Practices in Email Design & Development: HighRoad Solution WorkshopLitmus
Get in the mindset of a great email marketer so you'll understand from the ground up how to think, see, write, design and smell (ok, that might be pushing it) like an amazing email marketing guru. Learn from the best on how to put together great emails that get people reading and better yet, acting on your email.
Link Building in 2017 - How to Build Links and Not Get Penalized by Google!Razvan Gavrilas
Since the latest Real-time Google Penguin 4.0 everyone is wondering how to move forward with their link building strategy.
In this presentation, I'm sharing unique tips, creative strategies and case studies on how to Organically Build Links in a Post-Penguin Era.
Applying the SEO Tips and Strategies presented here will increase your Google Rankings - Safe and Fast!
Lander Academy webinar featuring Dustin Sparks - conversion optimization and web analytics expert - showed attendees some good ways to stop making costly landing page mistakes that hurt your sales. Also, he explained how to properly run a/b tests and how to interpret the test results, and gave the audience 8 great tips for landing page optimization. Check the slides for more!
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
As growing numbers of companies jump into social media marketing, there are greater opportunities to make missteps. Preparation and, to a certain degree, common sense can prevent embarrassing errors from reaching the public.
However, we must recognize that all of us are imperfect and we can’t possibly meet our own high standards 100% of the time. In the case of failure, prior planning will prevent our response to an error from multiplying and becoming larger than the original mistake.
Melissa Mathews gives tips on how to successfully use social media to the advantage of local nonprofits. From crafting the right message to understanding the numbers, all areas for the budding social media guru are covered. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Fathom, a healthcare marketing agency, and Astute Solutions, a CRM and SRM software for marketing, explain how digital communications in healthcare is changing.
Nick Mezlak discussed the ways to use Google Analytics for ecommerce to find truly valuable information. Keep in mind - clean data is key to marketing success.
The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
BVU, Fathom, Greater Cleveland Foodbank and the Cleveland Foundation panelists share insight into social media tips for success and nonprofit best practices.
Managing Bing and Yahoo paid advertising campaigns? Responsible for driving profitable leads through PPC? Discover the simplest ways to get incremental lifts from location, call, offer, sitelinks and more.
JD discusses business analytics, and the fact that it is not the end-all-be-all. He stresses the importance of taking a step back and making decisions with your end customer in mind.
Fathom's CEO Scot Lowry shares his perspective on marketing, nonprofits, high school, purpose-driven economies and economic development. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
How to design with science and not destroy the magicJoe Leech
By @mrjoe http://mrjoe.uk
The poet John Keats famously blamed scientists experimenting with light for 'unweaving the magic of the rainbow'.
Joe will look at applying science to design to make our apps and websites better.
We'll look at different types of data, from user research and analytics, to psychology. How to research, collect, source, asses and most importantly design using data without losing the magic.
How to design with science: and not destroy the magic (Joe Leech)Future Insights
Session slides from Future Insights Live, Vegas 2015:
https://futureinsightslive.com/las-vegas-2015/
The poet John Keats famously blamed scientists experimenting with light for 'unweaving the magic of the rainbow'. Joe will look at applying science to design to make our apps and websites better. We'll look at different types of data, from user research and analytics, to psychology and multi-variant testing. How to research, collect, source, asses and most importantly design using data without losing the magic.
Human Experience Design (Digital Summit Workshop)Sarah Weise
Presentation from a Digital Summit workshop series on Human Experience Design: Lean UX Secrets to Engage & Delight. Presented by Sarah Weise and Linna Ferguson. This is a 4 hour, hands-on workshop and slides can never replace the in-person stories and activities. We've tried to add comments throughout to give more description, but if you’d like to learn the techniques in more depth, we’d love to see you at our next workshop -- just visit www.techmediaco.com for dates and details.
The activities taught here have been adapted from Lean UX, Lean Startup, Agile, Design Thinking and more. The underlying thread behind all of methodologies today is simple: human connection. We hope that these activities will empower you to use them to build in pockets of empathy at work.
Digital Summit conferences are presented by TechMedia, the leading producer of regional digital forums in the United States, serving thousands of digital professionals every year.
Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conve...Joanna Gęsicka
Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more prospects into customers and gain a big competitive advantage. This session will give you actionable insights for increasing the conversion rate of your PPC campaigns, and how to design high-converting lead gen pages.
How a year of SEO split testing changed how I thought SEO workedDominic Woodman
I spent a year running all the split tests from DistilledODN, a split testing platform. Here's how an entire year of testing changed how I thought and worked.
Highlights from the 2014 Adobe Summit - The Reinvention of Marketing.
- Digital Roadblock Survey
- The Marketing Cloud
- 3rd Party Cookie
- Channel Attribution
- Data Storytelling
Selling to seniors & web design for seniorsTom Wilson
The findings contained in this white paper are based 5 years of research and usability testing with boomer and senior customers of The CareGiver Partnership.
It also includes information from published articles where learning is based on quantified research rather than opinion.
Lastly, it includes an excerpt from Adriane Berg’s A Cane Miracle: A Parable on Selling To The Older Adult.
This white paper is focused on the following:
Web design and user interface for an ecommerce site (versus an information only site). A number of principles apply to either however. Designing an ecommerce site is orders of magnitude more challenging than an information only site.
A site targeted to the 50+ market - boomers and seniors. They possess the following differences versus younger individuals as it relates to eCommerce website design:
Less familiarity with the internet including how to navigate, jargon, pointers, browsers, hyperlinks, hover-overs, web search logic, etc.
Diminished eyesight
More skepticism of using a credit card on line, especially with a company they are not familiar with.
PRPL Information Architect Tricia D'Antin explains the thought process behind merging business goals with user goals through user experience (UX) design.
Using your User Experience (UX) Super Powers for Good or Evil - Theo Mandel, ...Theo Mandel, PhD
Invited presentation at the IUE2014 User Experience Conference, Phoenix, AZ on June 11, 2014.
My well-known presentation, "The Golden Rules of User Experience Design," has over 12,000 views (2013 and 2009 versions).
This new presentation takes a slightly different view on the golden rules of design and focuses on how user experience can be used for purposes of deception and fraud. Poor design is not intentionally deceptive, but EVIL design is!
For more information, contact:
Theo Mandel, Ph.D.
theo (at) theomandel.com
www.theomandel.com
Performance Optimisation For Web & Mobileformfunction
Short overview on performance optimisation for web and mobile. Focus on front-end optimisation which is ±90% of most performance related consideration. Put together for conference in July 2009. Apologies to anyone referenced but not credited. Will happily do so on request!
SEO in 2017 - what do you need to know? What's changed and what are the big focus areas where you need to dedicate your time and attention to?
Come join Jenny Munn and Mickey Mellen for a two-hour session on Search Engine Optimization in 2017.
We’ll talk about what’s new with Google, such as the push for SSL and new tools like AMP, and show you what basic changes you can make to improve your site’s visibility and to drive more traffic and conversions. Get ready to roll up your sleeves and come prepared with your keywords and questions.
Managing lead generation paid advertising campaigns? Discover the simplest ways to drive quality leads to your website and get your audience to fill the form. In this presentation, you will learn how to adjust your current paid search campaigns but also what channels bring in high quality leads.
William Reed offers expert insight into best practices for nonprofits to be found online and to understand the changing digital culture. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Kelsey McCoy shares her insight and professional expertise at the 2014 Cleveland Nonprofit Marketing Summit. From understanding the best content to put on your website to being found on search engines, this presentation covers all the bases.
Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Jenni Ramminger and Melissa Mathews share all the steps to building a great digital marketing campaign. Start your journey and build your campaign after seeing this presentation today. Presentation was from the 2014 Cleveland Nonprofit Marketing Summit.
Stephanie Pflaum brings best practices, social media insight and purpose to this presentation about measurement, success and engagement online for nonprofits. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
Every hospital and health care system is significantly impacted by readmission policies mandated by new regulations.
And every facility must implement strategies to reduce the number of costly and unnecessary readmissions.
During this presentation you will discover how to decrease your readmission rates and take advantage of incentives, rather than suffer penalties that can significantly impact your bottom line.
Nothing in our world is changing as quickly as healthcare. Patients are using search, social media and apps to diagnose symptoms, research physicians, schedule appointments, access medical records, connect with other patients and take a more active role in their health. At the same time the tremendous amount of data created by this activity means patients have a much larger digital footprint than ever before. Savvy healthcare marketers can use this data to attract new patients, improve care and collaborate with other healthcare professional. Learn how the patients of today and tomorrow are using technology as a key part of their healthcare and how you can be a bigger part of the Digital Patient Journey.
Fathom’s own Stephanie Pflaum took part in a PR Newswire webinar that reviewed the evolution of the press release. It also revealed “new school” creative uses for online press releases, and discussed ways press releases have driven business results that matter. These online press release tips include three case studies in the legal, healthcare and E-commerce industries.
Social media marketing can be daunting. We explain easy ways for you to get started engaging new and existing customers and using social media to build your brand.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
2. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Mike Perla – Director of Conversion Optimization
2013 Online Testing Awards Gold Ribbon, Case Study in WhichTestWon.com
A/B Test Hall of Fame, Director of Event Planning - Northeast Ohio Usability
Professional’s Association (NEOUPA), Advisory Board - WhichTestWon.com,
Founder - Conversion Rate Optimization Professional Association (CROPA)
10+ years of experience in CRO, UXD, web design, researched-based
information architecture practices, persuasive copywriting, persona
development and market positioning.
Who is this Guy?
Why should I pay attention?!?
3. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Drive all the traffic you
want, it is worthless if it
does not convert
Conversion Optimization Should Be a Priority!
Get Your Web Properties to Convert
4. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
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 of
the brain that are traditionally stimulated by food, sex and sweets. –
University of Oregon
The World of Non-Profits
Unassumingly Competitive
5. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
It takes just 50 milliseconds (1/20th of a second) for visitors to form an
opinion 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 in
taking that action?
Make a Good Impression
You Have Just Seconds
6. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Anxiety – How will my money be spent? What % goes to the cause? Are
donations handled securely?
Emotion – Use images that tell the story. Use success stories people can
respond to emotionally. Target empathy.
Cialdini’s Principles of Influence
Social Proof – How many others have donated? What is the total
donations?
Authority – What organizations or persons of authority do you
support/support you? Affiliations?
Appealing to Your Customer
Addressing Anxiety and Using Persuasive Triggers
10. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Font Choice – typeface, weight & size
Line Height
readABILITY
Effortless Reading Comprehension
Verdana is much easier to read.
Monotype Corsiva is hard to read.
Limit web pages to the usage of
3 fonts or less. Less is better.
11. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
readABILITY
Effortless Reading Comprehension
Is your text W3C compliant?
Use Colour Contrast Check
Measure 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) ^ 2.4
if GsRGB <= 0.03928 then G = GsRGB/12.92 else G = ((GsRGB+0.055)/1.055) ^ 2.4
if BsRGB <= 0.03928 then B = BsRGB/12.92 else B = ((BsRGB+0.055)/1.055) ^ 2.4
and RsRGB, GsRGB, and BsRGB are defined as:
RsRGB = R8bit/255
GsRGB = G8bit/255
BsRGB = B8bit/255
The "^" character is the exponentiation operator.
12. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
readABILITY
Effortless Reading Comprehension
Use a readability test
tool like read-able.com
"I notice that you use plain, simple language, short
words and brief sentences. That is the way to write
English--it is the modern way and the best way. Stick to
it; don't let fluff and flowers and verbosity creep in. When
you catch an adjective, kill it. No, I don't mean utterly, but
kill most of them--then the rest will be valuable."
Mark Twain, letter to D. W. Bowser, March 1880
Americans average a reading
level of Grade 8
13. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Reading from a computer screen is 20-30% slower than reading from paper –
The University of Texas.
The man who makes a success of an important
venture never wails for the crowd. He strikes out for
himself. It takes nerve, it takes a great lot of grit; but
the man that succeeds has both. Anyone can fail. The
public admires the man who has enough confidence
in himself to take a chance. These chances are the
main things after all. The man who tries to succeed
must expect to be criticized. Nothing important was
ever done but the greater number consulted
previously doubted the possibility. Success is the
accomplishment of that which most people think can't
be done.
The man who makes a success of an important
venture never wails for the crowd. He strikes out for
himself. It takes nerve, it takes a great lot of grit; but
the man that succeeds has both. Anyone can fail.
The public admires the man who has enough
confidence in himself to take a chance. These
chances are the main things after all.
The man who tries to succeed must expect to be
criticized. Nothing important was ever done but the
greater number consulted previously doubted the
possibility. Success is the accomplishment of that
which most people think can't be done.
readABILITY
Effortless Reading Comprehension
Reading on a computer screen
is 20-30% slower than paper
14. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
List items are small, discrete “chunks” that are physically easier on the eye and
easier to follow and comprehend.
Enterasys offers leadership network solutions for
higher education in terms of manageability via a
single pane of glass, security for BYOD, and integrity
with fault-tolerance and life-time warrant. Our
OneFabric networking solutions deliver the best user
experience, best-in-class application services, and
lowest total cost of ownership in the industry.
Take complete control of your wired and wireless
networks 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 warranty
readABILITY
Effortless Reading Comprehension
Visitors have time to read only 20% of
your copy during an average visit
15. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Usability issues in terms of conversion rate optimization is called “Friction”
Friction arises from any element of the conversion process that causes
frustration, mental fatigue or confusion.
useABILITY
Easy & Intuitive
Friction causes aggravation,
mental fatigue or confusion
16. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Sources 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, offer
useABILITY
Easy & Intuitive
Reducing page load speed &
the # of form fields is a no-brainer
19. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
The “Technidiot” Test
Does your Grandma, Mother or technically challenged friend find the website
intuitive to use?
useABILITY
Easy & Intuitive
DIY user testing - observe the
technically impaired
20. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Visitors form an opinion about your web page in 50 milliseconds and will leave
within 7 seconds or less.
So, what do your visitors see?
Are the purpose, benefits and differentiators easy to locate and
comprehend?
Is it easy to decipher what is most important on the page?
Is it clear what action they are supposed to take?
absorbABILITY
Making Sense of Digital Surroundings
You have milliseconds to make
an impact on a new visitor
22. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
A B
+31.4%
WhichTestWon.com
absorbABILITY
Making Sense of Digital Surroundings
Use the “Squint” Chrome App
to quickly assess your layout
26. @mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Twitter @mikeperla & @CROProA
LinkedIn http://www.linkedin.com/in/mikeperla
LinkedIn Group: Conversion Rate Optimization Professionals’ Association
www.cropa.net
Final Slide
Time to Say Goodbye
Editor's Notes
This is my first time presenting here at the conversion conference and I am very excited. Today I will not be covering anything dealing with persuasion. The topic I decided to cover is usability best practices… all which reduce visitor frustration, or friction, and increase conversions. The reason I wanted to cover this topic is that I am always amazed at basic usability issues prevalent on client websites, no matter the size of the business.And the fact is, in order to convert a visitor, a site has to have a strong user experience as its foundation.
A little about me, I am director of conversion optimization at Fathom in Ohio. We have offices in Cleveland and Columbus. I started there 6 years ago and we have added 100+ employees since then. I have a diverse background: IA, UX design, graphic design, development, video production, branding. I am on the board of our local User Experience Design Professional Association, I serve on the advisory board for whichtestwon.com and I started CROPA, the conversion rate optimization professional association…. Don’t worry, I will be giving the next CROPA webinar a plug again on the last slide of this presentation.
Competitors…. Everyone in room is a competitor... People only have a given amount of disposable incomeAny organization asking individuals to donate a % of their disposable incomeYou are selling a pleasurable feeling. Donations trigger pleasure areas of the brain that are traditionally stimulated by food, sex and sweets. – University of Oregon
What does your site look like? Does it look like an organization that will handle donations in an honorable way?
So, every attempt at converting visitors requires them to perform a series of tasks. It is similar to asking visitors to jump through a series of hoops. In actuality, having visitors jump through some hoops is necessary in order to get them to convert. Like getting a visitor to fill out a lead form or go through a checkout process. But this presentation will focus on unnecessary hoops… those hoops that are not a product of necessity but are derived from usability issues or poor design.
After each unnecessary hoop a visitor has to “jump” through to reach their goal, their frustration level increases, and the chances of them leaving your site go up while the chances of them converting go down.
In effort to get more of your visitors to convert, you must address those unnecessary hoops. You need make sure your copy is easy to read, that the site itself is intuitive to use and the on page content and page purpose are immediately apparent. Just a quick disclaimer, most of what I will cover are best practices. For the most part, things consider best practices do always work. You have heard it a hundred times, you should always be testing.
Readability is as important a usability feature as any. Font choice has a large impact on readability. While there is some flexibility in selecting fonts for a website based on the site’s purpose, you are better off choosing fonts based on their readability as opposed to aesthetics. For example, you should avoid using decorative and script fonts or, if you must, use them sparingly. I also recommended you use 3 different fonts max.Bold text allows important words to stand out on the page, they create focus points within your copy and slow down the reader. They also force visitors to take the words in more carefully. But remember not to bold everything. If everything is bold, nothing stands out.Font size makes a difference the optimum size for readability is said to be approximately 14 to 16 pixels.Use the correct line height allows for whitespace between copy lines which make copy easier to read. Be careful not to add too much line space as the lines of text can look disassociated. Try a line height of 1.5. While you must use your own judgment and determine what you think is easy to read, please keep in mind what you consider easy to read, others may find difficult.
I am constantly pushing back on designers when it comes to the contrast between text and the background color. Low contrast between text and the background color make text extremely hard to read depending on conditions. Designers, often more interested in aesthetics, tend to do there design work in low lighting conditions with big and bright Mac monitors. What they often forget to take into account is that there are varying lighting conditions, different monitor settings and a variety of vision conditions including color blindness.If you are constantly battling your designers about contrast, you are in luck… the world wide web consortium has accessibility standards that address this such thing. To end argument quickly, you can use this simple formula. Or, you can try Colour Contrast Check, drop in some hex values and get the same results.There is also a great site out there contrastrebellion.com. I encourage you to check it out and join the rebellion.
Whether you’re displaying informational content or persuasive copy, the key is being concise: clearly communicating your meaning with as few words as possible. I am not referring to broken English or text message shorthand, but eliminating the fluffy, flowery language. This is usually opposite of what you were taught in school.As Mark Twain put it: use plain, simple language, short words and brief sentences. That is the way to write EnglishThe bottom line is people want to read with minimal effort. There are always exceptions to the rule, but I am talking specifically about copy on websites where your ultimate goal is to get visitors to complete a desired action.There are tools out there that can run your copy through different algorithms to calculate readability. You can also run a Cloze test on your own copy. A Cloze test is where you remove every nth word within your copy and have people attempt to fill those blanks in based on context.
Do you work with anyone that is always sending you emails that consist of one massive paragraph? If so, is it easy to understand the meaning of their message? I personally can’t stand emails like that. I write emails using very short paragraphs that are practically bullet points minus the bullets. It is easier to clearly convey a message using such a format.Considering people read 20 to 30% slower on a computer screen, you need to break up dense paragraphs into smaller, easily digestible chunks.
Bullets are great way to display content you want to guarantee get across to your visitors.You need to limit the number of bullets you use. You should use 5 bullets at the most.Another little tip is that your important bullets should go first and last. People remember the beginning and the end, but often forget the bullets in the middle.Again, you should bold the important words… this helps make your content more scanable and can draw the eye to messages of importance.
Usability issues in terms of CRO is referred to as friction.Friction is any part of the conversion process that causes frustration, mental fatigue or confusion.When I think about usability, I think the best example is a child’s blocks. You never have to teach a child how to play with blocks. They are intuitive… a child will start stacking them with no instruction. It will engage them for as long as a child can be engaged (I have a 2 year old) … blocks have been a staple of childhood because they are found to be a satisfying experience. They are certainly efficient… no prep time, no adhesive… you kid just dumps them out and has at it.
Can anyone think of any other sources of friction not mentioned here?Length of pages… if a page does need to be long… make sure to add a CTA to every scroll pointPage and design layout - Clear hierarchy? Consistent use of color
Even though you might be in a technical industry, it does not mean the person gathering research will have a high level of technical knowledge. It very well could be an intern doing research.Does anyone in here know what information is being requesting in the internet connectivity field?We also did away with multiple fields including technical fields like “Total Required RAM in GB” and “Total Required Processor in GHz”.
By reducing the number of fields along with a few other changes we increased form fills by 368%
There are user testing tools online and physical user testing labs, but you can conduct user testing simply through observing those around you. Find someone who is technically challenged an watch how they attempt to interact with a website or interface. This can provide you will valuable insight on how to refine the interactions on your page or site.
Visiting a new website is a lot like visiting a doctor for the first time in a large medical complex. You have a goal which is arrive at the doctors office, but you must first you must complete a number of tasks. The tasks to get you there are often figure out which building your doctor’s in, find parking, find a building directory to determine what floor your doctor is on, find the elevator, arrive at the floor and then determine if you need to go left or right…. All this just to get to the right doctor’s office.