The document discusses how to improve website conversions through persuasive design that focuses on the user experience and meets visitors' needs and expectations. It emphasizes starting with a plan that understands the target audience and their goals, providing value and answers to questions, and making key elements like calls to action easy to find through usability testing and tracking. Tools and best practices for information architecture, accessibility, mobile design, and social media integration are also covered.

1. Conversion Web Design
Presented by: Kim Krause Berg
Usability Analyst,
Internet Marketing Ninjas
Founder & Administrator,
Cre8asiteforums
March 19, 2014

2. Conversions Start With a PlanConversions Start With a Plan

3. Why Conversions?Why Conversions?

4. What You Think It IsWhat You Think It Is
You =
• Make more money
• Get more subscriptions
• Increase form
submissions
• Increase sales leads
• PPC landing pages
• Something my SEO wants
me to do

5. What They Think It IsWhat They Think It Is
Site Visitors =
• Do they have what I need?
• Are they genuine, credible?
• Do they provide excellent customer
service?
• Prices?
• Opt-in/opt-out signup
• Are they spying on me?
• Will I be able to read it?
• Where did they put the stuff I want?
• Can I access their site from my phone?
• Can I use a screen reader to use their
site?
• Can I get in and out in a hurry?

6. Persuasive Conversions DesignPersuasive Conversions Design
Is Purposeful DesignIs Purposeful Design
Gibbs Rule #57
“Give them what they
want, when they want
it, how they want it, why
they want it, and where
they want it.”

7. User Experience

8. Confusability – Hey. NoConfusability – Hey. No
ExcusabilityExcusability

9. Brand and CredibilityBrand and Credibility

10. User Experience = Make Your
Site Easy to Use

11. Customer ServiceCustomer Service

12. Web Site RequirementsWeb Site Requirements

13. Gather ConversionsGather Conversions
RequirementsRequirements
What is the top
business
requirement?
Who is your target
market/visitors?
Mobile?
Directory?
Why choose your site?
What keywords to people
use to find your site?
Accessibility?
Social?
Prioritize main user tasks

14. Mobile?Mobile?
According to the PEW Research Internet Project
(www.pewinternet.org/fact-sheets/mobile-technology-fact-
sheet), as of January 2014:
91% of American adults have a cell phone.
55% of American adults have a smart phone.
32% of American adults own an e-reader.
42% of American adults own a tablet.
44% of cell owners sleep with their phones next to their bed
25% buy online in their sleep (I made that up.)

15. Search Engines & SocialSearch Engines & Social

16. Search = Findability= Usability
= Increased ConversionsIncreased Conversions
I FOUND IT!
What matters to you?
• Search Engine Rank
• PR scores
• Landing pages that
convert
• Authority
• Brand reputation

17. Social BuzzSocial Buzz
Make this count.Make this count. Add your social
networks to your web site and provide
a reason for visitors to “Follow”.

18. AccessibilityAccessibility

20. ConversionsConversions

21. #1 Tactic: Provide the Answers#1 Tactic: Provide the Answers
at the point of the questionat the point of the question
• Before the slider, add
introductory text and
a heading
• Add action words to
navigation link labels
• Make calls to action
obvious
• Avoid gray colored
text
• Test for color
contrasts
• Use common terms
• Remove distractions
• Provide proof

22. Common Designs thatCommon Designs that
DecreaseDecrease ConversionsConversions
• “Mystery” links
• Unidentified links
• Readability
• Understandability
• Navigation/Poor IA
• Functional/Errors
• Credibility
• No page consistency
• Rendering on various
devices
• Load time
• Ads
• Moving images
• Calls to action below
page fold

23. Conversions and Accessibility
Color contrast -
www.joedolson.com/tools/color
-contrast-compare.php

24. Tools for Accessibility and
Mobile
Firefox and Chrome Extensions for
web development; remove images,
accessibility, color pickers
http://www.themobileplaybook.com/
Free Mobile Emulator
http://mite.keynote.com/

25. InformationInformation
Architecture/NavigationArchitecture/Navigation

26. Persuasive Design =Persuasive Design =
Communicate Sense of PlaceCommunicate Sense of Place
• Choose keywords for
content headings
• Research taxonomies.
What terms do your
target visitors use?
• Breadcrumb
navigation
• Scrolling……..easy to
hide call to action
• Anchor text must
meet user
expectations (where
are your taking
them?)

27. IA ToolsIA Tools
1. Mock Flow – Chrome application
2. Balsamiq - balsamiq.com
3. Slickplan - slickplan.com/

28. SEO and Usability forSEO and Usability for
Persuasive DesignPersuasive Design – Yes.Yes.

29. www.internetmarketingninjas.com/internetwww.internetmarketingninjas.com/internet
-marketing-ebooks/natural-website-conversions.html-marketing-ebooks/natural-website-conversions.html
Free Download
With under five seconds to make a
connection with site visitors, your
web site must present value, trust,
authority, ease of use, main tasks,
and answers to top questions,
inspire and motivate. This book
explains how to decrease site
abandonment and bounce rates,
increase page views and
conversions and send happy
signals to search engines.
File type: PDF

30. Copywriting = KarenCopywriting = Karen
ThackstonThackston

31. Calls to Action – Make Them Easy toMake Them Easy to
FindFind

34. Remember: “Users” Are People with Feelings,
Experiences, Opinions, Learned Behavior
1. Interpersonal: loss of dignity, insult, humility
2. Psychological: confusion, discomfort, frustration,
boredom
3. Understand your visitors’ goals and motivations
4. Show them the way
5. Provide value (but don’t overwhelm)
6. Learn more:
www.humanfactors.com/home/usability.asp

35. People and Sites to Stalk
• rosenfeldmedia.com/
books/
• Susan Weinschenk
• Roger Dooley
• Tim Ash
• Bryan Eisenberg
• Udemy – Courses!
• Steve Krug – “Don’t
Make Me Think”
• Shirley Tan – “Ecom
Hell”

36. Tracking ConversionsTracking Conversions
• Tracking code
• Google Analytics
• User testing
• Server logs
• Free Tools -
internetmarketingninjas.com/tools
Invest in:
Usability and
Conversions site
reviews

37. Find Kim Krause Berg
Internet Marketing Ninjas
Usability and Persuasive Design Audits
Plus, Shopping Cart, Software Application, Mobile,
Accessibility Testing
•https://twitter.com/kim_cre8pc
•https://www.facebook.com/cre8pc
•Cre8asiteforums.com