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We D s nfr O :
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Aquent is the only global staffing company dedicated to
marketing and creative services organizations

20 years of helping marketing and creative organizations find the right Talent
Our customers are industry leaders
   90 of the Fortune 100
   2/3 of the Fortune 500
Other Services
   Consulting
   Training
   Outsourcing
   Translation
Offices to help you across the globe
   Nearly 70 offices in 17 countries
   40 offices in major metros across North America
Contact us
   aquent.com
   877 227 8368
Web Design for ROI:
How Design Impacts Effectiveness

Lance Loveday   Sandra Niehaus
CEO             VP User Experience, Creative Director
More info & resources at:

www.WebDesignForROI.com
The Business Case for Design
The Business Case for Design

Conversion Optimization
The Business Case for Design

Conversion Optimization

Real World Examples
The Business Case for Design

Conversion Optimization

Real World Examples

Tools & Resources
The Business Case for Design
Fragmentation of Media –
and Attention
Fragmentation of Media –
and Attention
Fragmentation of Media –
and Attention
TV Hurting
The Web - Now a Mass Medium
Advertisers Haven’t Caught Up
Influence
            on Retail


              43%
           of all retail sales
           are expected to
           be influenced by
           or made on the
           Internet by 2012



Forrester: “The Web’s Impact on In-Store Sales: US
Cross-Channel Sales Forecast, 2006 to 20012” and
U.S. Dept. of Commerce
Influence
           on B2B


            83%
        of businesses use
        the Internet to
        research and find
        potential vendors.




* Enquiro: “Business to Business Survey 2007.”
The Impact of Design on Credibility

                of web users admit making judgments
     75%        about the credibility of an organization
                based on the design of its web site.




                                   Source: Fogg, B.J., Stanford
                                   Guidelines for Web Credibility,
                                   Persuasive Technology Lab.
                                   Stanford University, 2002 (revised
                                   November 2003)
18
The Impact of Appearance on Trust

    68%                   of U.S. online shoppers agree that
                          they will distrust a site that doesn’t
                          have a professional appearance.




Source: eMarketer, 2006
How Quickly Are You Judged?
Conversion Optimization
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Marketing + Conversion Optimization
Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
What Conversion
   Optimization
  Can Do for You


25% - 400%
increase in conversion rate
       (on average)




 The median conversion increase
           is 40% - 60%
OK, but is a smaller
          increase
      worth the effort?


35
$24M annual sales
     Increase conversions from 2.0% to 2.1%
                        =
            $1.2M incremental revenue
                        =
36
          1,100% increase in annual ROI
Better web
sites make
more money
What Does All This
 Mean For YOU?
Job Security
It’s all about using the right leverage...




                            ...in the
                              right places



40
How Design Attention is Allocated

 How It Is
How Design Attention is Allocated

 How It Is       How It Should Be (based on ROI)
Real World Examples




43
44
45
Landing Pages
Landing Pages =
Visitors’ First Impression of You
Use Consistent Imagery
and Messaging
Banner ad:



Landing page:
Provide What You Promised
Banner Ad




Landing Page
(where’s the offer?)
Case Study –
Home Page as Landing Page
New Landing Page with
Segmenting Options
New Landing Page with
Segmenting Options




  Result: 1500% increase in leads
Case Study: Before
Case Study: After
Case Study: After




Result: 600% increase in conversion rate
Case Study: Before
Case Study: After
Case Study: After




Result: 200% increase in leads, no quality decrease
Some Landing Page Design Guidelines

•   Separate from site – Focus attention
•   Extension of ad – Use consistent imagery & messaging
•   Fewer, more meaningful graphics
•   Compelling copy
•   Clear call to action
•   Fewer form fields (within reason)
•   Clear, prioritized buttons
•   Personalize when possible
•   Segmentation options
Shopping Cart / Checkout
Pop Quiz

     What is the average shopping cart
     abandonment rate across all industries (US)?

       A. 28%
       B. 59%
       C.46%
       D.34%



61
National average, across all industries
Source: MarketingSherpa E-Commerce study, 2006
62
Why Do We Abandon Shopping Carts?




63
Or just
     can’t figure
     out what to
     click next?
64
Buttons that all look the same




65
Prioritized & differentiated




66
Prioritized & differentiated
Case Study: Before
Case Study: After
Before
After
Before
After
Before
After
After




  Result: 20% reduction to cart abandonment rate
Single-Page Checkout
You Know Single-Page Checkout Works When…
Some Shopping Cart / Checkout Process
Design Guidelines
  •   Progress indicator
  •   Thumbnail images displayed in cart
  •   Automatic formatting of fields
  •   Clear & helpful error messages
  •   Prioritized buttons with clear wording
  •   Providing all info about purchase – shipping, return info, etc.
  •   Single-screen checkout

  AVOID
  • Short time-out periods
  • Requiring ‘registration’ as a separate step
Conversion Optimization –

   Tools & Techniques
      to Get There
Analytics


             Make
            meaning
             out of
            metrics
Usability Testing
Site Effectiveness Reviews
A/B Testing
A/B Testing
Multivariate Testing
Compare multiple images…




…and multiple headlines
Multivariate Testing
Agency-focused tool for multivariate testing
Some Tool Vendors
•   Usability Testing Software
     – Morae - www.techsmith.com/morae.asp

•   Analytics Tools:
     – Google Analytics – www.google.com/analytics
     – Omniture – www.omniture.com
     – WebTrends – www.webtrends.com
     – CoreMetrics – www.coremetrics.com

•   Multivariate Testing Tools:
     – Google Website Optimizer - http://services.google.com/websiteoptimizer/
     – OptiMost – www.optimost.com
     – Offermatica – www.offermatica.com
     – WideMile – www.widemile.com
Read “Web Design for ROI”
                                                               You’ll receive:
                                                             • A cool book to give your team, boss, or client
                                                             • Humorous quotes and pithy writing
                                                             • The business case for conversion optimization
                                                             • Motivating case studies
                                                             • Concrete design guidelines to test
                                                             • Clear examples from a wide variety of sites
                                                             • Clear “how to” technique and tool descriptions
     “My advice? Read, review, implement and measure. The results will be worthwhile.
     -- Kelly Goto, Principal and Founder, gotomedia
                                                                                                  Learn more at:
     quot;Most design books are about making your web site pretty. Others are about
     understanding the technical aspects. Web Design for ROI is the rare book that focuses     www.WebDesignForROI.com
     on your web site doing what you want it to: make you money.quot;
     -- Bryan Eisenberg, bestselling author of Call to Action

     quot;Filled with practical design tips proven to increase conversion rates and improve your
     online results.quot;
     -- Jeff Hackett, SVP, Online Sales, Wachovia
90
Read “Web Design for ROI”
                                                               You’ll receive:
                                                             • A cool book to give your team, boss, or client
                                                             • Humorous quotes and pithy writing

                                                               s?
                                                             • The business case for conversion optimization
                                                             on
                                                         esti• Motivating case studies

                                                       Qu
                                                             • Concrete design guidelines to test
                                                             • Clear examples from a wide variety of sites
                                                             • Clear “how to” technique and tool descriptions
     “My advice? Read, review, implement and measure. The results will be worthwhile.
     -- Kelly Goto, Principal and Founder, gotomedia
                                                                                                  Learn more at:
     quot;Most design books are about making your web site pretty. Others are about
     understanding the technical aspects. Web Design for ROI is the rare book that focuses     www.WebDesignForROI.com
     on your web site doing what you want it to: make you money.quot;
     -- Bryan Eisenberg, bestselling author of Call to Action

     quot;Filled with practical design tips proven to increase conversion rates and improve your
     online results.quot;
     -- Jeff Hackett, SVP, Online Sales, Wachovia
91
Thank You!


lance@closed-loop-marketing.com

sandra@closed-loop-marketing.com
Web Design For ROI

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Web Design For ROI

  • 1. T e esi e a efo t e h s l s r rm h d 0 / 2 0 we c s : 5 2 / 8 bat We D s nfr O : b ei o R I g H wD s nI a t o e i mp cs g teB t m Ln h ot o ie
  • 2. Aquent is the only global staffing company dedicated to marketing and creative services organizations 20 years of helping marketing and creative organizations find the right Talent Our customers are industry leaders 90 of the Fortune 100 2/3 of the Fortune 500 Other Services Consulting Training Outsourcing Translation Offices to help you across the globe Nearly 70 offices in 17 countries 40 offices in major metros across North America Contact us aquent.com 877 227 8368
  • 3. Web Design for ROI: How Design Impacts Effectiveness Lance Loveday Sandra Niehaus CEO VP User Experience, Creative Director
  • 4. More info & resources at: www.WebDesignForROI.com
  • 5.
  • 6. The Business Case for Design
  • 7. The Business Case for Design Conversion Optimization
  • 8. The Business Case for Design Conversion Optimization Real World Examples
  • 9. The Business Case for Design Conversion Optimization Real World Examples Tools & Resources
  • 10. The Business Case for Design
  • 11. Fragmentation of Media – and Attention
  • 12. Fragmentation of Media – and Attention
  • 13. Fragmentation of Media – and Attention
  • 15. The Web - Now a Mass Medium
  • 17. Influence on Retail 43% of all retail sales are expected to be influenced by or made on the Internet by 2012 Forrester: “The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012” and U.S. Dept. of Commerce
  • 18. Influence on B2B 83% of businesses use the Internet to research and find potential vendors. * Enquiro: “Business to Business Survey 2007.”
  • 19. The Impact of Design on Credibility of web users admit making judgments 75% about the credibility of an organization based on the design of its web site. Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003) 18
  • 20. The Impact of Appearance on Trust 68% of U.S. online shoppers agree that they will distrust a site that doesn’t have a professional appearance. Source: eMarketer, 2006
  • 21. How Quickly Are You Judged?
  • 23. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 24. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 25. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 26. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 27. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 28. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 29. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 30. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 31. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 32. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 33. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 34. Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • 35. What Conversion Optimization Can Do for You 25% - 400% increase in conversion rate (on average) The median conversion increase is 40% - 60%
  • 36. OK, but is a smaller increase worth the effort? 35
  • 37. $24M annual sales Increase conversions from 2.0% to 2.1% = $1.2M incremental revenue = 36 1,100% increase in annual ROI
  • 39. What Does All This Mean For YOU?
  • 41. It’s all about using the right leverage... ...in the right places 40
  • 42. How Design Attention is Allocated How It Is
  • 43. How Design Attention is Allocated How It Is How It Should Be (based on ROI)
  • 45. 44
  • 46. 45
  • 48. Landing Pages = Visitors’ First Impression of You
  • 49. Use Consistent Imagery and Messaging Banner ad: Landing page:
  • 50. Provide What You Promised Banner Ad Landing Page (where’s the offer?)
  • 51. Case Study – Home Page as Landing Page
  • 52. New Landing Page with Segmenting Options
  • 53. New Landing Page with Segmenting Options Result: 1500% increase in leads
  • 56. Case Study: After Result: 600% increase in conversion rate
  • 59. Case Study: After Result: 200% increase in leads, no quality decrease
  • 60. Some Landing Page Design Guidelines • Separate from site – Focus attention • Extension of ad – Use consistent imagery & messaging • Fewer, more meaningful graphics • Compelling copy • Clear call to action • Fewer form fields (within reason) • Clear, prioritized buttons • Personalize when possible • Segmentation options
  • 61. Shopping Cart / Checkout
  • 62. Pop Quiz What is the average shopping cart abandonment rate across all industries (US)? A. 28% B. 59% C.46% D.34% 61
  • 63. National average, across all industries Source: MarketingSherpa E-Commerce study, 2006 62
  • 64. Why Do We Abandon Shopping Carts? 63
  • 65. Or just can’t figure out what to click next? 64
  • 66. Buttons that all look the same 65
  • 72. After
  • 74. After
  • 76. After
  • 77. After Result: 20% reduction to cart abandonment rate
  • 79. You Know Single-Page Checkout Works When…
  • 80. Some Shopping Cart / Checkout Process Design Guidelines • Progress indicator • Thumbnail images displayed in cart • Automatic formatting of fields • Clear & helpful error messages • Prioritized buttons with clear wording • Providing all info about purchase – shipping, return info, etc. • Single-screen checkout AVOID • Short time-out periods • Requiring ‘registration’ as a separate step
  • 81. Conversion Optimization – Tools & Techniques to Get There
  • 82. Analytics Make meaning out of metrics
  • 87. Multivariate Testing Compare multiple images… …and multiple headlines
  • 89. Agency-focused tool for multivariate testing
  • 90. Some Tool Vendors • Usability Testing Software – Morae - www.techsmith.com/morae.asp • Analytics Tools: – Google Analytics – www.google.com/analytics – Omniture – www.omniture.com – WebTrends – www.webtrends.com – CoreMetrics – www.coremetrics.com • Multivariate Testing Tools: – Google Website Optimizer - http://services.google.com/websiteoptimizer/ – OptiMost – www.optimost.com – Offermatica – www.offermatica.com – WideMile – www.widemile.com
  • 91. Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing • The business case for conversion optimization • Motivating case studies • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: quot;Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.quot; -- Bryan Eisenberg, bestselling author of Call to Action quot;Filled with practical design tips proven to increase conversion rates and improve your online results.quot; -- Jeff Hackett, SVP, Online Sales, Wachovia 90
  • 92. Read “Web Design for ROI” You’ll receive: • A cool book to give your team, boss, or client • Humorous quotes and pithy writing s? • The business case for conversion optimization on esti• Motivating case studies Qu • Concrete design guidelines to test • Clear examples from a wide variety of sites • Clear “how to” technique and tool descriptions “My advice? Read, review, implement and measure. The results will be worthwhile. -- Kelly Goto, Principal and Founder, gotomedia Learn more at: quot;Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com on your web site doing what you want it to: make you money.quot; -- Bryan Eisenberg, bestselling author of Call to Action quot;Filled with practical design tips proven to increase conversion rates and improve your online results.quot; -- Jeff Hackett, SVP, Online Sales, Wachovia 91