The document discusses a web site makeover presentation given by Bret Giles and Rich Spinabella of their company. They will examine industry sites and one site in detail, sharing 135 best practices for improving conversion rates. Their process involves analyzing real user data and business goals to develop personas and identify opportunities. They will assess an existing site against best practices and provide simple redesign suggestions to improve usability and conversion.

1. Web Site Makeover or, Increase your site’s conversion

2. Who we are: Bret Giles, President Rich Spinabella, Senior User Experience Engineer 39 people and a hand puppet

3. Why consider a makeover?

4. Why consider a makeover?

5. Why consider a makeover?

7. How we do it (part 1): We consider real data: Research provides the foundation for our 135 website best practices. Analytics give us specific data about real site conditions. Testing and measurement give us real-world information. We analyze what the data means: Marketing demographics and psychographics help us develop personas about our target audience. Business goals provide context.

8. BP: Build community BP: Anticipate customer needs BP: Be credible

9. BP: Prioritize your content

10. BP: Present clear calls to action

11. BP: Keep the user ‘on the scent’

12. BP: Segment your audience BP: Build community

13. BP: Tell people who you are BP: Motivate your audience

14. BP: Communicate your content BP: Provide value

15. BP: Differentiate your offering BP: Anticipate customer needs

16. BP: Speak to your audience BP: Motivate your audience

17. BP: Differentiate your offering BP: Anticipate customer needs

18. BP: It’s about the content BP: Anticipate customer needs

19. BP: Present clear calls to action BP: Communicate your content BP: Anticipate customer needs

20. BP: Keep important content ‘above the fold’ (especially on the Home page)

21. BP: Provide a clear path to completion BP: Make it easy for the customer

22. BP: Anticipate customer needs BP: Anticipate customer needs BP: It’s about the content

23. BP: Present clear calls to action BP: It’s about the content BP: Make it easy for the customer

24. BP: Anticipate customer needs BP: Present clear calls to action ? BP: Make it easy for the customer

25. BP: Present clear calls to action BP: Don’t distract the customer if they are doing what you want them to do

26. How we do it (part 2): First, we’ll look at existing site pages and assess them against best practices. Second, I’ll show you some simple redesigns to improve usability and conversion. Tear it down Build it up

27. Thank you Gina Scheffel Hamilton Zanze & Co.

33. Designers Gone Wild

46. Golf Course Too broad… Too narrow…

58. The landing page

59. 10 Things to Increase Your Conversion 1. Make your Home Page clear and direct. Differentiate. 2. Identify your target audience and write for them. 5. Put an appropriate call to action on every page. 3. Provide value for your audience and answer their questions. Be transparent. 4. Create a clear ‘path to completion’ for the things your audience want to do. Remove obstacles!

60. 10 Things to Increase Your Conversion 7. Build urgency into your message. 6. Provide a ‘scent trail’ throughout your site. 9. Build your site ‘search engine friendly’. 8. Use creative design to enhance, not obscure, your site. 10. Test and use analytics to measure and monitor your performance.

61. Bret Giles Rich Spinabella Thank you!