This document discusses website design, optimization, and testing strategies. It provides examples of case studies and recommendations for: 1) Conducting A/B and multi-variate testing of key design elements like images, copy, and calls to action to optimize conversions. 2) Employing a clear information architecture with obvious navigation and calls to action to guide users through intuitive information flows. 3) Following best practices like removing clutter, using large buttons and links, and answering questions upfront to improve the user experience.

1. Designing & Optimising Websites Keith Feighery: Digital Strategist

2. Design Case Studies, Info Architecture & Open Source Solutions

3. Open Source Solutions

4. Drupal

5. JOOMLA

6. Wordpress

7. Building and Decorating Case Studies

8. Builders and Decorators

9. Broad Selection of Irish Sites

10. Irish Case Studies

11. Before and After Case Studies

12. Design with Clear Intent

13. Clear Layout

14. Obvious Benefits

15. Appropriate Channel Design

16. Decluttered Logical Flow

17. Demonstrate clear Call to Action

18. Clear and Intuitive Messages

19. Intuitive Info Flows

20. eCommerce Case Study

21. Case Study: Wiltshire Farm Foods

22. Key Take-Aways Remove Clutter – focus on key goals all the time Remove any obstacles Provide lots of visual feedback Users know that actions have been successful Adhere to affordance rules – make them obvious Big Buttons, Clear Large Links Anticipate and Answer questions upfront Embed as part of user experience Knit USPs in copy and images of site Emphasise all your differentiators

23. Website Optimisation Dynamically Test key elements of site Test Copy, Calls to Action, Images, Placement The $300,000,000 Button Both Split (A/B) and Multi-Variate Test Google Website Optimiser or Proprietary tools Define and set up conversion points Need to track and measure user actions Clear calls to action significantly augment optimisation goals Don’t force user to think – TELL THEM WHAT TO DO

24. Test Process Never stop testing and tracking user actions on website A/B Split Testing Define specific site goals (sale, sign-up etc..) Test two specific pages (typically high volume landing pages) Commercial tools (Vertster) or Google Optimiser Monitor which test is performing better Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages Multi-Variate testing Enables variable testing of elements within single pages D ifferent copy text, form layouts and even landing page images and background colours together Track combinations that achieve predetermined goals

25. Web 2.0 Design Process

26. What is Web2.0 Design Simple Front-Facing Brand Open, Frank and Honest Communication De-cluttered Information Architecture Clear Calls to Action Less Design is ‘More” Design is functional only – to aid user experience

27. Irish Web2.0 Examples

28. More Web 2.0 Design

29. International Examples Web 2.0

30. Exercise Write down all the features you want on your site Design on paper how your site will look Create key categories of information Design your top navigation menu bar – with core categories of accessible info Design 3 USPs of your service and include calls to action on Front Page