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Boost Your Business Online  The Fast, Fun, Customer-Friendly Way
What Happens When You Make Your Website More Customer Friendly? Website Success System Results
Website Success System Results Page Views:  50,000%  Increase   From  16,000  a year  to  8,000,000 …. in just 4  months
Website Success System Results Time & Cost-Savings:  £300,000   Creating cheap prototypes  reduced  development time by  3...
Website Success System Results Business Growth:  420%   Online bookings  funded Jane Akshar's business expansion
Website Success System Results A New Start Jane   quits job, sells home  and   emigrates  to Egypt
Website Success System Results Builds  4 New Holiday Flats  in Luxor Follows lifelong interest in   Egyptology
Website Success System Results Worldwide Orders Grow and Grow  Holiday bookings fund  17  new properties
Website Success System Results <ul><li>What Jane Says… </li></ul><ul><ul><li>The advice Colette gave me about making our w...
How Does This System Work?
It Changes Your Thinking 95% OF WEBSITES FAIL TO GENERATE  ANY   SALES or LEADS!!! l * Source: www.cardellmedia.co.uk *
Mr Hyde… Would You Say Our Website  is an Asset…? …or a Liability?
Why Do Customer-Friendly Websites Boost Sales? <ul><li>Good content and features </li></ul><ul><ul><ul><li>Clear </li></ul...
Who is Colette Mason
1981 Colette's first PC  About Colette Mason
1984 Colette's First IT Job  About Colette Mason
1996 About Colette Mason W e l c o m e  to My New Website.  Please click  on the menu links on the left to navigate round ...
1997 Homepage - WWW.BBC.CO.UK
1998 Skills Improved! Fulltime Developer About Colette Mason
There  IS  a Better Way!
There  IS  a Better Way!
Why Does The Website Success System Have 3 Steps?
1. Website Meeting
2. Panic and Delegate All Responsibility I'M SORRY!!!  I HAVEN'T GOT A CLUE!!!
Of Course We'll Build You a Great Website
YOU Need To Take RESPONSIBILITY for YOUR Online Business Success!
Step 1: Website Goals and Awareness
Why have goals In life, as in football, you won’t go far unless you  know where the goalposts are… Arnold H. Glasgow
Practical - Website Goals Matrix No Goal Partially Never Added Yes
What are Your Website's Goals? <ul><li>To attract competitors' customers?  </li></ul><ul><li>To entertain/educate?  </li><...
Are You Meeting Your Website Goals? Credibility and trust Generate leads Build mailing list To sell directly Build a commu...
Practical - Develop Your Insight <ul><li>Look at some  BAD  websites </li></ul><ul><ul><li>Visit  http://www.webpagesthats...
Practical - Develop Your Insight
Practical - Develop Your Insight
Practical - Develop Your Insight <ul><li>Look at some  GOOD  websites </li></ul><ul><ul><li>Visit your top 5 favourite web...
Step 2: Research Customer and Competitor Profiling
Who's Visiting What are they like? What do they want (to do)?
Practical - Customer (User) Profiling <ul><li>Schedule informal interviews with 3-5 existing customers or people in your t...
Practical - Customer (User) Profiling <ul><li>What do they want to achieve when they visit your site…and how? </li></ul><u...
Practical - Customer (User) Profiling <ul><li>Ask them to do a scenario that meets one of  your business goals </li></ul><...
Practical - Customer (User) Profiling <ul><li>Ask them to do a scenario that meets one of  your business goals </li></ul>
Practical - Customer (User) Profiling <ul><li>Ask The Gold Dust Questions </li></ul><ul><ul><li>3 things they  like  about...
Practical - Customer (User) Profiling <ul><li>Find out about them as a person </li></ul><ul><ul><li>Job? Roles and respons...
Practical -  Create Customer Profiles Try this… Website Views Website Goals Computers and the Internet About &quot;Fred&qu...
Practical -  Create Customer Profiles Try this… <ul><li>Website Views </li></ul><ul><li>Prefers to plan and pre-book event...
Phase 2: What are competitor websites doing that  your  customers will like
Case Study: ITV's Website for Journalists <ul><li>Create a good source of information about programmes </li></ul><ul><ul><...
Case Study: ITV's Website for Journalists <ul><li>Create a good source of information about programmes </li></ul><ul><ul><...
Case Study: ITV's Website for Journalists <ul><ul><li>Interviewed journalists about goals and preferences for </li></ul></...
Practical - Analyse Competitor Websites <ul><li>Analyse up to 5 competitor websites for customer-friendliness </li></ul><u...
Step 3: Prototyping and Implementing
Bringing the Research Threads Together Step2: Personas Step2: Competitors Step1: Site Goals and Best Practice
Planning Usable Website Content  Our Goal Customer Goals Partially Never Added No Yes
Planning Usable Website Content  Opening times, location, travel Facilities like café picnic area, gift shop etc Checking ...
How to Prototype - Sketches
How to Prototype - Sketches
How to Prototype - Sketches
How to Prototype - Wireframes
Use &quot;Storytelling&quot; to Doublecheck Prototype <ul><li>Review your persona sheets </li></ul>
Use &quot;Storytelling&quot; to Doublecheck Prototype <ul><li>Review your persona sheets </li></ul><ul><ul><li>Use storyte...
Successful people ask better questions, and as a result, they get better answers.  Anthony Robbins
How to Prototype - Site Structure 1.1.1 Computers
Producing your Blueprint
Annotated Wireframes 1 2 4 1 2 3 4 <ul><li>Counter Start Point </li></ul><ul><li>Counters follow numbered square sequence ...
Annotated Wireframes
Web Design Tip - Mood Boards <ul><li>Collage of Relevant Photos </li></ul><ul><li>Products… </li></ul><ul><li>Locations… <...
Where to Get Help <ul><li>Outsourcers - programming, design, content publishing </li></ul><ul><ul><li>www.odesk.com  - fre...
Where to Get Help <ul><li>Outsourcers - content creation </li></ul><ul><ul><li>www.textbroker.com  - writing </li></ul></u...
Summary
Why Does Website Usability Matter? 1 2 3 Our Goals & Awareness Customer/Competitor Research Planning,Testing, Implementing...
Step 1 : Website Goals and Awareness Goals Matrix Web Research
Step 2: Customer and Competitor Research
Step 3: Prototyping, Testing and Implementing
How it Feels to Apply This System <ul><li>What Jo Says… </li></ul><ul><ul><li>Colette’s system has opened my eyes - IT & w...
Please tell me you're  not  mucking about doing fantasy football  in work time  AGAIN!?!?! OI! No! I'm doing valuable rese...
For more information <ul><li>Website - Online User-Centered Design Training Course </li></ul><ul><li>www.websitesuccesssys...
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How to Have a Good Busines Website with a Good User Experience

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95% of Local Business Websites fail to generate any sales or leads. No matter how much money is spend driving traffic with SEO, or Pay Per Click marketing, if the destination website is not customer friendly, the website conversion rate will be poor.

This presentation, by usability consultant, Colette Mason shows businesses in a jargon free way how to have a good website for their business by improving the user experience using some fundamental user-centered design techniques.

The presentation is available for order in DVD format. Contact Colette for details.

Sign up to Colette's newsletter to get her free report:

http://www.websitesuccesssystem.com/report

Published in: Technology
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How to Have a Good Busines Website with a Good User Experience

  1. 1. Boost Your Business Online The Fast, Fun, Customer-Friendly Way
  2. 2. What Happens When You Make Your Website More Customer Friendly? Website Success System Results
  3. 3. Website Success System Results Page Views: 50,000% Increase From 16,000 a year to 8,000,000 …. in just 4 months
  4. 4. Website Success System Results Time & Cost-Savings: £300,000 Creating cheap prototypes reduced development time by 3 months
  5. 5. Website Success System Results Business Growth: 420% Online bookings funded Jane Akshar's business expansion
  6. 6. Website Success System Results A New Start Jane quits job, sells home and emigrates to Egypt
  7. 7. Website Success System Results Builds 4 New Holiday Flats in Luxor Follows lifelong interest in Egyptology
  8. 8. Website Success System Results Worldwide Orders Grow and Grow Holiday bookings fund 17 new properties
  9. 9. Website Success System Results <ul><li>What Jane Says… </li></ul><ul><ul><li>The advice Colette gave me about making our website customer-friendly has been invaluable . If you are passionate about how great your business is and you're passionate about creating a strong relationship with your online customers, follow everything Colette tells you to do in her Website Success System. It works ! </li></ul></ul><ul><ul><li>Jane Akshar, Director, www. flatsinluxor.co.uk </li></ul></ul>
  10. 10. How Does This System Work?
  11. 11. It Changes Your Thinking 95% OF WEBSITES FAIL TO GENERATE ANY SALES or LEADS!!! l * Source: www.cardellmedia.co.uk *
  12. 12. Mr Hyde… Would You Say Our Website is an Asset…? …or a Liability?
  13. 13. Why Do Customer-Friendly Websites Boost Sales? <ul><li>Good content and features </li></ul><ul><ul><ul><li>Clear </li></ul></ul></ul><ul><ul><ul><li>Relevant </li></ul></ul></ul><ul><ul><ul><li>Interesting </li></ul></ul></ul><ul><ul><ul><li>Useful </li></ul></ul></ul><ul><ul><ul><li>Easy </li></ul></ul></ul>
  14. 14. Who is Colette Mason
  15. 15. 1981 Colette's first PC About Colette Mason
  16. 16. 1984 Colette's First IT Job About Colette Mason
  17. 17. 1996 About Colette Mason W e l c o m e to My New Website. Please click on the menu links on the left to navigate round the site Email Me!
  18. 18. 1997 Homepage - WWW.BBC.CO.UK
  19. 19. 1998 Skills Improved! Fulltime Developer About Colette Mason
  20. 20. There IS a Better Way!
  21. 21. There IS a Better Way!
  22. 22. Why Does The Website Success System Have 3 Steps?
  23. 23. 1. Website Meeting
  24. 24. 2. Panic and Delegate All Responsibility I'M SORRY!!! I HAVEN'T GOT A CLUE!!!
  25. 25. Of Course We'll Build You a Great Website
  26. 26. YOU Need To Take RESPONSIBILITY for YOUR Online Business Success!
  27. 27. Step 1: Website Goals and Awareness
  28. 28. Why have goals In life, as in football, you won’t go far unless you know where the goalposts are… Arnold H. Glasgow
  29. 29. Practical - Website Goals Matrix No Goal Partially Never Added Yes
  30. 30. What are Your Website's Goals? <ul><li>To attract competitors' customers? </li></ul><ul><li>To entertain/educate? </li></ul><ul><li>To brand your company/yourself? </li></ul><ul><li>To reduce paperwork? </li></ul><ul><li>To reduce printing and mailing costs? </li></ul><ul><li>To reduce support/customer service costs? </li></ul><ul><li>To recruit new employees/partners? </li></ul><ul><li>Build credibility and trust? </li></ul><ul><li>Generate (pre-qualified) leads? </li></ul><ul><li>Build your mailing list? </li></ul><ul><li>Sell directly? </li></ul><ul><li>Inform? </li></ul><ul><li>Build a community? </li></ul><ul><li>Gain valuable market research? </li></ul><ul><li>Reach a broad/global audience? </li></ul><ul><li>Attract customers to visit your premises? </li></ul>
  31. 31. Are You Meeting Your Website Goals? Credibility and trust Generate leads Build mailing list To sell directly Build a community No Goal Partially Never Added Yes
  32. 32. Practical - Develop Your Insight <ul><li>Look at some BAD websites </li></ul><ul><ul><li>Visit http://www.webpagesthatsuck.com </li></ul></ul><ul><ul><li>Look out for frustrating, confusing, boring features </li></ul></ul>
  33. 33. Practical - Develop Your Insight
  34. 34. Practical - Develop Your Insight
  35. 35. Practical - Develop Your Insight <ul><li>Look at some GOOD websites </li></ul><ul><ul><li>Visit your top 5 favourite websites </li></ul></ul><ul><ul><ul><li>Think aloud as you click around </li></ul></ul></ul><ul><ul><ul><ul><li>What are you doing and why? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>How do you achieve what you want to do? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Why do you find visiting worthwhile? </li></ul></ul></ul></ul>
  36. 36. Step 2: Research Customer and Competitor Profiling
  37. 37. Who's Visiting What are they like? What do they want (to do)?
  38. 38. Practical - Customer (User) Profiling <ul><li>Schedule informal interviews with 3-5 existing customers or people in your target market </li></ul><ul><ul><li>30-60 minutes each </li></ul></ul>
  39. 39. Practical - Customer (User) Profiling <ul><li>What do they want to achieve when they visit your site…and how? </li></ul><ul><ul><ul><li>&quot; I want to… &quot; </li></ul></ul></ul><ul><ul><ul><ul><li>buy something… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>research something… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>connect with you/others… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>learn something… </li></ul></ul></ul></ul>
  40. 40. Practical - Customer (User) Profiling <ul><li>Ask them to do a scenario that meets one of your business goals </li></ul><ul><ul><ul><li>&quot; Use this site to …&quot; </li></ul></ul></ul><ul><ul><ul><ul><li>make an enquiry about a product </li></ul></ul></ul></ul><ul><ul><ul><ul><li>print out our address and our map </li></ul></ul></ul></ul><ul><ul><ul><ul><li>book an appointment </li></ul></ul></ul></ul><ul><ul><ul><ul><li>find out how many different types of XYZ we stock </li></ul></ul></ul></ul>
  41. 41. Practical - Customer (User) Profiling <ul><li>Ask them to do a scenario that meets one of your business goals </li></ul>
  42. 42. Practical - Customer (User) Profiling <ul><li>Ask The Gold Dust Questions </li></ul><ul><ul><li>3 things they like about your website (…what works) </li></ul></ul><ul><ul><li>3 things they dislike about your website (…what doesn't!) </li></ul></ul><ul><ul><li>Would they add, remove or change anything to improve your website to make it better? </li></ul></ul>
  43. 43. Practical - Customer (User) Profiling <ul><li>Find out about them as a person </li></ul><ul><ul><li>Job? Roles and responsibilities? </li></ul></ul><ul><ul><li>Love or hate computers? </li></ul></ul><ul><ul><li>Surf at home or at work? </li></ul></ul><ul><ul><li>Hobbies and leisure? </li></ul></ul>
  44. 44. Practical - Create Customer Profiles Try this… Website Views Website Goals Computers and the Internet About &quot;Fred&quot; Sample Persona Role
  45. 45. Practical - Create Customer Profiles Try this… <ul><li>Website Views </li></ul><ul><li>Prefers to plan and pre-book events </li></ul><ul><li>Wants to plan days out </li></ul><ul><li>Interested in children's events mainly </li></ul><ul><li>Wants to site to be quick and easy </li></ul><ul><li>Likes printing out confirmations </li></ul><ul><li>Website Goals </li></ul><ul><li>Check opening times, location </li></ul><ul><li>Check details like travel, parking, refreshments… </li></ul><ul><li>Check events for children </li></ul><ul><li>Book places in advance </li></ul><ul><li>Computers and the Internet </li></ul><ul><li>Using computers since 1988 </li></ul><ul><li>Feels competent </li></ul><ul><li>Enjoys surfing </li></ul><ul><li>Likes Facebook </li></ul><ul><li>About Michael </li></ul><ul><li>Is busy at work so does research at home </li></ul><ul><li>Trained accountant </li></ul><ul><li>Supports West Ham </li></ul><ul><li>Enjoys socialising with other single dads </li></ul>Sample Persona - Michael The Single Parent Visitor
  46. 46. Phase 2: What are competitor websites doing that your customers will like
  47. 47. Case Study: ITV's Website for Journalists <ul><li>Create a good source of information about programmes </li></ul><ul><ul><li>Reviewed ITV's existing website </li></ul></ul>
  48. 48. Case Study: ITV's Website for Journalists <ul><li>Create a good source of information about programmes </li></ul><ul><ul><li>Reviewed ITV's existing website </li></ul></ul><ul><ul><li>Reviewed competitor sites </li></ul></ul>
  49. 49. Case Study: ITV's Website for Journalists <ul><ul><li>Interviewed journalists about goals and preferences for </li></ul></ul><ul><ul><ul><li>ITV Site </li></ul></ul></ul><ul><ul><ul><li>Competitor Websites </li></ul></ul></ul>
  50. 50. Practical - Analyse Competitor Websites <ul><li>Analyse up to 5 competitor websites for customer-friendliness </li></ul><ul><ul><li>How competitors achieve your business goals </li></ul></ul><ul><ul><li>Features your customers would like/dislike </li></ul></ul><ul><ul><li>Competitor successes/failures </li></ul></ul><ul><ul><ul><li>TIP: Take screenshots/print out features/information your customers will like - &quot;s wipe file &quot; </li></ul></ul></ul>
  51. 51. Step 3: Prototyping and Implementing
  52. 52. Bringing the Research Threads Together Step2: Personas Step2: Competitors Step1: Site Goals and Best Practice
  53. 53. Planning Usable Website Content Our Goal Customer Goals Partially Never Added No Yes
  54. 54. Planning Usable Website Content Opening times, location, travel Facilities like café picnic area, gift shop etc Checking events for aimed at children Children's activity quiz PDF Booking places in advance Cashflow Increase Visitor Numbers Our Goal Customer Goals Partially Never Added No Yes
  55. 55. How to Prototype - Sketches
  56. 56. How to Prototype - Sketches
  57. 57. How to Prototype - Sketches
  58. 58. How to Prototype - Wireframes
  59. 59. Use &quot;Storytelling&quot; to Doublecheck Prototype <ul><li>Review your persona sheets </li></ul>
  60. 60. Use &quot;Storytelling&quot; to Doublecheck Prototype <ul><li>Review your persona sheets </li></ul><ul><ul><li>Use storytelling to create a customer scenario </li></ul></ul><ul><ul><li>Run through the scenario </li></ul></ul><ul><ul><ul><li>Easy to start? </li></ul></ul></ul><ul><ul><ul><li>Straightforward? </li></ul></ul></ul><ul><ul><ul><li>Quick? </li></ul></ul></ul><ul><ul><ul><li>Complete? </li></ul></ul></ul>
  61. 61. Successful people ask better questions, and as a result, they get better answers. Anthony Robbins
  62. 62. How to Prototype - Site Structure 1.1.1 Computers
  63. 63. Producing your Blueprint
  64. 64. Annotated Wireframes 1 2 4 1 2 3 4 <ul><li>Counter Start Point </li></ul><ul><li>Counters follow numbered square sequence </li></ul><ul><li>Each player rolls dice </li></ul><ul><li>Moves forward [1-6] squares at a time </li></ul><ul><li>Move up to 12 if counter lands at base of ladder </li></ul><ul><li>Move down to 8 if counter lands on head of snake </li></ul><ul><li>First player counter on square 16 wins game </li></ul>3 4 3 2 1 5 6 7 8 12 11 10 9 13 14 15 16
  65. 65. Annotated Wireframes
  66. 66. Web Design Tip - Mood Boards <ul><li>Collage of Relevant Photos </li></ul><ul><li>Products… </li></ul><ul><li>Locations… </li></ul><ul><li>Nature… </li></ul>Colour Palette
  67. 67. Where to Get Help <ul><li>Outsourcers - programming, design, content publishing </li></ul><ul><ul><li>www.odesk.com - freelancers </li></ul></ul><ul><ul><li>www.elance.com - freelancers </li></ul></ul><ul><ul><li>www.dreamtemplate.com - customisable templates </li></ul></ul><ul><ul><li>www.fiverr.com - almost anything web-based for $5 </li></ul></ul>
  68. 68. Where to Get Help <ul><li>Outsourcers - content creation </li></ul><ul><ul><li>www.textbroker.com - writing </li></ul></ul><ul><ul><li>www.scribendi.com - proofreading </li></ul></ul><ul><ul><li>www.document-doctor.co.uk - editing </li></ul></ul><ul><ul><li>www.wordzworth.com - formatting </li></ul></ul><ul><ul><li>www.fingertipstyping.co.uk - transcription </li></ul></ul>
  69. 69. Summary
  70. 70. Why Does Website Usability Matter? 1 2 3 Our Goals & Awareness Customer/Competitor Research Planning,Testing, Implementing What's in it for me?
  71. 71. Step 1 : Website Goals and Awareness Goals Matrix Web Research
  72. 72. Step 2: Customer and Competitor Research
  73. 73. Step 3: Prototyping, Testing and Implementing
  74. 74. How it Feels to Apply This System <ul><li>What Jo Says… </li></ul><ul><ul><li>Colette’s system has opened my eyes - IT & websites are actually EASY! The course has given me lots of quick fix solutions to areas that in the past would take me hours and quite frankly I was not good at as I was not playing to my strengths…. </li></ul></ul><ul><ul><li>Before connecting with Colette, I didn’t have the confidence because I thought I needed a technical background to do this…. Colette makes it easy for anyone from any background or profession to have a customer focused website that gives customers what they want and helps me make profits online. </li></ul></ul><ul><ul><li>Jo Ward, London </li></ul></ul>
  75. 75. Please tell me you're not mucking about doing fantasy football in work time AGAIN!?!?! OI! No! I'm doing valuable research at www.webpagesthatsuck.com The Fast, Fun Customer Friendly Way to Boost Your Business Online
  76. 76. For more information <ul><li>Website - Online User-Centered Design Training Course </li></ul><ul><li>www.websitesuccesssystem.com </li></ul><ul><li>Free Report - How To Implement a Customer Friendly Website </li></ul><ul><li>www.websitesuccesssystem.com/report </li></ul><ul><li>Social Media Contacts for Colette Mason </li></ul><ul><li>www.facebook.com/websitesuccess </li></ul><ul><li>www.twitter.com/colettemason </li></ul>

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