Top Floor's Director of Digital Design, Clay Konnor, brings his 20 years of user experience design to Green Bay, WI in this comprehensive seminar that describes how to gain more conversion from your website through better user experience design.

1. WELCOME
CREATING A DESIGN & USER EXPERIENCE
THAT DRIVE CONVERSION
User Experience Forum 2013

2. AGENDA
Introductions!
!
Increasing conversion through usability design!
Some examples!
Know your users - start with personas and user goals!
The elements of interactive design!
How modern technologies have driven increased conversion!
Some examples!
Mobile user experience!
!
Break!
!
Peer review of websites

3. INTRODUCTIONS
About Top Floor!
!
•! 14 years of digital marketing!
•! Website design & development!
•! Search engine marketing!
•! Web analytics and conversion optimization!
•! Branding and rebranding!
•! Online content marketing!
•! Integrated marketing!
•! Digital support of trade shows and events!

4. INTRODUCTIONS
About Shane Fell!
!
•! 18 years of marketing and business
development experience!
•! With Top Floor Technologies since 2002!
•! Spearheaded the launch of Top Floor’s
ongoing series of Internet marketing
educational seminars!
•! Worked with numerous TFT clients to help
create a vision for their web marketing
strategy!
•! Featured speaker on a variety of online
marketing subjects!

5. INTRODUCTIONS
About Clay Konnor!
!
•! 20 years digital marketing experience!
•! Nationally featured speaker on the topic
of user experience design!
•! Designed hundreds of websites!
•! User experience design for brands such
as The Gap, Bombay Company, Motorola,
Northwestern Mutual, Honeywell, ADP,
GE Healthcare, Farmers Insurance!

6. WEBSITE AS HUB OF MARKETING

7. 10 MOST EFFECTIVE B2B MARKETING CHANNELS

8. PROGRESSION OF WEBSITE GOALS
10-15 years ago …
“Quick, we need a Web site!” !
!
4-8 years ago …
“Okay, now that we have a Web site, how do we get people
to find it?” !
!
Today …
“Now that people are on our Web site, how do we engage
them and get them to do what we want them to do?” !

9. THE IMPACT OF INTERNET TECHNOLOGIES ON MARKETING

10. SUCCESS FORMULA
Page Visits x Conversion Percentage = Results
1000 x .06 = 60

11. INCREASING CONVERSION THROUGH UX DESIGN

12. THE IMPACT OF USABILITY ON CONVERSION
defining usability
“Usability • making sure that something
works well: that a person of average (or
even below average) ability and
experience can use the thing – whether
it’s a website, a fighter jet, or a revolving
door – for its intended purpose without
getting hopelessly frustrated”
--Steve Krug - Author

13. DEFINING USABILITY

14. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
• The component most under your control!
• Delivers the biggest bang for your buck!
• Exponential effect on bottom line!
• You get the benefit… forever!
• Competitive advantage!
• Customer loyalty goes to the best
user experience

15. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
• Companies that have engaged in conversion!
enhancement initiatives have seen average increases
of 25%-600% or more!
!
• The median conversion increase is 40-60%!
!
-- Jakob Nielsen’s report “ROI on Usability”

16. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
which had greater conversion?

17. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
familiar top
nav
contact info
brief
headline
simple
instructions
stock photo
of happy
person

18. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
removed all
nav
replace entire
header of site
with just logo
simplify layout
to two columns
and shade
form column
more detailed
copy about
offer
replace stock
photo with
actually relevant
image!
!
remove
alternate
contact info
big submit
button - only
button on page

19. after testing:!
less copy
worked better
visual parity to
online ad

20. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
Conversion Increase = 600%

21. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters

22. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
Conversion Increase = 58%

23. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters

24. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
why it matters
Conversion Increase = 2%
A Measly 2%?!

25. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
effects on the bottom line
Design
Option 1
Click and Load Site
Option 2
Asynchronous Site
Budget
1,000,000
1,000,000
Traffic
1,000,000
1,000,000
CPC
$1
$1
Conversion Rate
3%
5%
Sales
30,000
50,000
Average Revenue
Per Sale
$100
$100
Total Web Sales
$3,000,000
$5,000,000

26. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
What do users “think” about UX?

27. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Web users who have a positive user experience on your
site are:!
!
•!Twice as likely to return to the site!
•!Four times as likely to report enhanced brand opinion.
•!Four times as likely to make a future purchase.!
!

28. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
top reasons for site abandonment
Found it difficult to locate products or information
Did not trust the site
Forms required too much information
36
32
22

29. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
the consequences of poor design
76
74
71
54
45
24
Never
visit the
site
again
Unsubscribe
from
promotions
and emails
Never
purchase
from the
company
View the
company
negatively
Complain
to others
Complain to
company

30. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
increased importance of usablity to users
29
24
20
21
22
18
13
Security and
confidence
Ease of
conversion
2007
13
Ease of use
(usability)
2010
Confirmation
of action

31. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Creating a user experience that enhances
Discovery
Recovery
Context
Feedback
Experimentation
Comparison
Collaboration

32. A SUCCESSFUL WEBSITE
!
•! Based on strategic planning!
•! Targets and serves content to identified personas and use cases
•! A look and feel that establishes trust and confidence in the brand!
•! Provides sufficient content to engage the user!
•! Built to perform in search engines!
•! Communicates clearly with visitors!
•! Provides sufficient content to engage the user!
•! Built to maximize conversion!
•! Built around known personas and user goals!
•! The website allows users to manipulate information “their way”!
•! Paths to user goals are obvious and guide users!
•! Conversion is easy!
•! Is built with a focus on user experience

33. KNOW YOUR USERS
!
•!You are not your user!
!
•!Users have different goals than each other!
•!Users have different goals than you!
•!Users don’t care as you do

34. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Your CEO?
More $ales
-Excellent!

35. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Your Sales Team?
Everyone who
visits our
Website must
register and
provide all of
their contact
information.

36. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Your IT Department?
Why would
we want any
images on
our Website?

37. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Your Users?
'To Start
Press Any
Key'.
Where's the
ANY key?”

38. GET TO KNOW YOUR USERS
Do not rely solely on internal views and opinions to
design your website or online marketing!

39. GET TO KNOW YOUR USERS
Who are your target customers?!
What are their goals on you website once they are there?!
What roles do they play?!
How does your product/service help them?!
What questions do they ask when considering your offerings?!
What can they accomplish on your Website?!
What industries are they in?!
What is their education?!
How technically savvy are they?!
How do we deliver information to them in the methods
that are most meaningful and useful to each?!

40. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Conduct a persona study

41. WHO ARE YOU BUILDING YOUR WEBSITE FOR?
Conduct a persona study

42. WHAT FRUSTRATES USERS?
!
•!Anything that slows the path to their goal!
•!Intro pages!
•!Ambiguous navigation!
•!Long navigation paths!
•! Page loads!
•!Long forms!
•!Registration without benefit!
•!Difficult conversion once goal is identified!
!
•!Each time you make a user think too much you risk
abandonment

43. GET TO THE POINT
!
•!Users scan, search engines read!
•!Users should be able to quickly understand what
each piece of content is about!
•!Users need clear direction to their personal goals

44. MAXIMIZE CALLS TO ACTION
!
•!Navigation is consistent and obvious!
•!Navigation guides users in methods most
meaningful to them!
•!Clear user paths - don’t overwhelm users with
choices!
•!Test your design for every identified persona

45. FOLLOW KNOWN BEST PRACTICES
!
•!What site is this?!
•!What page is this?!
•!What are the major sections of the site?!
•!What are my options at this level?!
•!Where am I in relation to other information on the site?!
•!How can I find what I’m looking for?!
•!How can I make comparisons?!
•!How can I convert?

46. FOLLOW KNOWN BEST PRACTICES
•!A consistent navigation scheme!
•!A call to action on every page!
•!Calls to action are placed in logical user flow!
•!Visual hierarchy that is known and tested to
optimize performance!
•!User controls are obvious and guide users!
•!User controls that match user goals!
•!User controls that speed and ease a user’s
process

47. INTERACTIVE DESIGN PROCESS
concrete
surface
visual design!
interface design
skeleton
user experience!
navigation design
structure
information
architecture
scope
strategy
abstract
content requirements
technological requirements
user needs!
marketing objectives

48. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Building delivery methods for content
that facilitate user goals

49. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
the early web

50. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Your competitor’s

51. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
The modern method

52. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
4.35
5.35
1.53
3.17
2.01
3.17
4.03
1.36
3.02
2.08
3.06
3.77
2.69
3.59
2.39
1.37
2.51
3.64
3.90
2.85
0.19
1.84
3.32
3.80
6.21
0.11
1.59
3.78
3.65
9.33
0.03
0.85
3.66
3.80
5.70
0.05
1.22
4.22
3.41
7.58
0.20
1.94
3.82
3.30
7.63
1.22
3.25
2.41
2.88
5.64
2.86
5.65
2.92
3.65
2.66
3.09
6.00
2.47
3.42
1.83

53. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

54. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

55. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

56. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

57. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION

58. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
Web pages feel more responsive by
exchanging data with the server behind
the scenes so that the entire page does
not have to be reloaded to give
information.

59. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
some examples - empowering the user

60. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
some examples - empowering the user

61. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust, user-centric navigation

62. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust, user-centric navigation

63. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust category navigation

64. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust product information

65. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust service information

66. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
user criteria navigation

67. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
user criteria navigation

68. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
user assist wizards

69. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
user assist wizards

70. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
content customization

71. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
robust product comparison

72. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
segmented, actionable search results

73. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
self validating forms

74. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
inline functionality

75. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
single page checkout with progress indicator

76. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
matching user goals

77. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
predictive search

78. A WORD ABOUT MOBILE

79. A WORD ABOUT MOBILE

80. A WORD ABOUT MOBILE
A WORD ABOUT BUSINESS TO BUSINESS
• An average of 29% of B2B traffic is coming from
mobile devices!
• 73% increase year-over-year and a 244% increase
from 2011!
• 28% of B2B executives use their mobile phones or
tablets to research business purchases and decisions
online!

81. MOBILE USER EXPERIENCE

82. MOBILE USER EXPERIENCE

83. USER EXPERIENCE TESTING
conversion optimization
Continuing analysis aimed at improvement
Examine user behavior and conversion
results to identify ares of improvement
User experience testing
Implementation of changes based on testing
Begin the process again...

84. USER EXPERIENCE TESTING
!
•!Types of testing!
•!A-B Testing!
•!Multivariate Testing!
•!Small Sample Testing
•! Full Persona / Use Case Testing

85. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
conversion completion rates
59
48
50
40
Average
conversion
performance
of welldesigned site
Optimized
navigation
Persona based
design /
usability
Single page
or process
for
conversion

86. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
effects on the bottom line
Design
Option 1
Hierarchical Navigation
Option 2
Filtered Navigation
Budget
1,000,000
1,000,000
Traffic
1,000,000
1,000,000
CPC
$1
$1
Conversion Rate
3%
5%
Sales
30,000
50,000
Average Revenue
Per Sale
$100
$100
Total Web Sales
$3,000,000
$5,000,000

87. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
effects on brand perception

88. CREATING A USER EXPERIENCE THAT DRIVES CONVERSION
which had greater conversion?

89. thank you