4. Sites Must
EVOLVE
“ Every 2 years the amount of content we add to our website
doubles, while our user’s patience with our website halves.
~ Cassells’ Law
”
28. boost performance:
51% more likely to purchase from retailers
85% increased engagement
keep customers:
40% would visit a competitor’s site
instead because of a disappointing
mobile experience
29.
30.
31.
32. keep it quick make it easy to convert
help mobile users - design your site
to load quickly and make copy easy focus on information that
to scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy and
vertical scrolling aid access to include functionality that helps people
information. find you and get to you.
be thumb friendly make it seamless
design your site so that even large bring as much of the functionality
hands can interact with it easily. of your desktop site to mobile as
you can.
design for visibility use mobile/tablet site redirects
give users a choice to go back to the
ensure that your content can be read desktop site, but make it easy to return
at arm’s length. to the mobile site.
make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-centric,
across all mobile devices and all meaning they’re built with input from
handset orientations. your audience.
NYT Article on Feb 29th – according to Google and Microsoft competitors with page load speed differences greater then 250 milliseconds or ¼ of a second will be returned to less often by their target users.Aberdeen Group – 1 second delay in page load time = 7% loss in conversions, 11% fewer pages viewed, 16% decrease in customer satisfactionFocus Wright research in 2010 suggests that the average travel user is willing to wait 2-3 seconds max for a page to open.
Question: Who here has heard of Moore’s Law? Can you tell us what it means?Thanks. Question: Who has heard of Cassells Law?“Every year the amount of content we add to our websites doubles, while our users patience with our websites halves”
This is going to be a terrifying concept for some of the people in the audience today but you need to have a web marketing team.A what? We have those. No, I mean that you need your website team and your marketing team to have the same targets. There is no more room for separate departments here.
8 seconds is the amount of time the average user spends on a landing page before deciding to leave.
Focus on the User – Ghandi Quote: “A customer (aka user/visitor) is the most important visitor on our premises (website). He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so” - Mahatma Gandhi. The content on your site should be aimed at helping the user – what are the benefits to the user?Focus on the Conversion – Why did you build your website. There must have been a purpose and you must focus on that purpose. While there will no doubt be micro conversions they must not be allowed to detract from the central conversion and your whole attention must be on pushing the conversion. All micro conversions should have value and those values should be measured and attributed for or what’s the point in having them?Focus the User on the Conversion – The ultimate goal of your site is to drive users to an ultimate goal and all of the work you do to grow conversions must consider how this fits with the users needs and how solving those needs must match the conversion aims you have.
Frank Lloyd Wright – Architect of Guggenheim Museum, NY.“You can use an eraser on the drafting table or a sledge hammer on the construction site”Think about your navigation. Put yourself in the shoe of the user and really consider the information architecture of your site. Does it make sense? Is it intuitive? Because if not, you end up taking a sledge hammer to your site in order to make it work better – But it doesn’t matter if people can’t get beyond the mistaken navigation.
TG,TB & TU: There are two kinds of people in the world: Those who where spurs (navigation) and those who come in through the window (search)
Smart Fashion are an example of a site that has done a good job of helping users to navigate and search effectively
With the ability to refine by multiple categories and sub-categories at a time, it is really easy for a user to find exactly what they are looking for.
