Thank you for coming along this morning!
Reload
Business
Group
Reload Consulting
Reload Consulting
HOLLY MIDDLETON
SAHLIA PAINTER
Today, we are going to talk about…
Website Usability
Common Challenges & Performance
Indicators
Branding & Messaging
Site & Information Structure
Traffic Conversion
Zero Moment of Truth
Zero Moment of TruthNew addition to the Consumer Mental Model Marketers have lived by up until very recently.
Zero Moment of Truth
Website UsabilityWebsite’s ease of use
Effective selection and presentation of content
Clear and logical flow of information
Website navigation and easily identifiable ‘next steps’
Appropriate placement of interactive and visual items to aid user experience
Complements demand capturing marketing efforts
Common Challenges & Indicators for Improving Usability
Performance MetricsHigh bounce rate from the home or informational pagesShort average-time-on-site Low pages per visit Low enquiries/bookings/purchases/subscriptionsShopping cart abandonment
Website is not in line with the business’ vision or brand
When maximising your website’s performance, it’s important to start by setting smart objectives
• SpecificS• MeasurableM• AttainableA• RealisticR• Time BoundT
Website Usability
Branding & Messaging
Site & Information
Structure
Traffic Conversion
Branding & MessagingDelivers the business’ message clearly
Confirms your credibility and alleviates perceived risk
Connects your target prospects
Motivates the buyer
Your Brand
Product/Service
Value
Customer Service
Price
TrustGraphic Design
Name
Logo
Colours
Quality Content
Branding & Messaging
Know your market
Promote customer value propositions
Stay on brand
Be consistent across channels
‘Know Your Market’Beard Care ProductsBrand Messages – masculine, alternative, youthful, counter culture, pride
‘Know Your Market’Beard Care ProductsBrand Messages – masculine, alternative, youthful, counter culture, pride
‘Stay On Brand’ Luxury Travel Brand Messages – High level of customer service, superior tours and accommodation, classy, luxurious experiences.
‘Stay On Brand’Luxury Travel Brand Messages – High level of customer service, superior tours and accommodation, classy, luxurious experiences.
‘Promote Customer Value Propositions’ Mid-range Bedding & Manchester RetailersBrand Messages – Quality, affordable, chic, house proud, latest trends
‘Promote Customer Value Propositions’ Mid-range Bedding & Manchester RetailersBrand Messages – Quality, affordable, chic, house proud, latest trends
‘Promote Customer Value Propositions’ Large Retail ChainsBrand Messages – Value for Money, Quality,
‘Be consistent across channels’
Ensure the branding look, feel and messaging is consist across marketing campaigns, channels and devices.
Site & Information Structure
Information Architecture
How information is structured and presented
Aids navigation of the site
The right information at the right time
Uncertainty to certainty through the use of information
Context
UsersContentIA
Site & Information Structure
Provide the information visitors are looking for
Make it easy for visitors to find what they are looking for
Assure visitors they're in the right place
Make sure visitors know what their options are and let them take various kinds of action
‘Provide the information visitors are looking for’Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the business offers.
Key information on service/product type must be evident from the home page.
‘Provide the information visitors are looking for’Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the business offers.
Key information on service/product type must be evident from the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/ how do you deliver your service?
‘Provide the information visitors are looking for’Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the business offers.
Key information on service/product type must be evident from the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/ how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service information are clear.
‘Provide the information visitors are looking for’Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the business offers.
Key information on service/product type must be evident from the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/ how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service information are clear.
Credibility
Are you clearly a legitimate and quality focused business?
What are the experiences of others? Product reviews, advice articles, User generated content etc.
‘Provide the information visitors are looking for’Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the business offers.
Key information on service/product type must be evident from the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/ how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service information are clear.
Credibility
Are you clearly a legitimate and quality focused business?
What are the experiences of others? Product reviews, advice articles, User generated content etc.
Action
Minimal friction between arriving at the site, obtaining information and taking action.
Easy access to actions
‘Make it easy for visitors to find what they are looking for’
‘Make it easy for visitors to find what they are looking for’
‘Assure visitors they're in the right place’
‘Make sure visitors know what their options are and let them take various kinds of action’
Traffic ConversionDependent on objectives
Practices that aid visitors reach the desired action
Conversion Optimisation relies on ongoing data capture
Traffic Conversion
Defined
Objectives
Call to Action
s
Ease of Action
Logical Purcha
se Proces
s
‘Defined Objectives’
‘Call To Actions’
‘Call To Actions’
‘Call To Actions’
‘Call To Actions’
‘Call To Actions’
Size does matter – CTAs should be larger than other elements
‘Call To Actions’
Size does matter – CTAs should be larger than other elements
Don’t hide your CTAs
‘Call To Actions’
Size does matter – CTAs should be larger than other elements
Don’t hide your CTAs
Use space to draw the eye
‘Call To Actions’
Size does matter – CTAs should be larger than other elements
Don’t hide your CTAs
Communicate the value and reasons behind their CTA response
‘Ease of Action’
Hard Action
Soft Actions
‘Ease of Action’
Hard Action
Soft Actions
‘Optimise Purchase Process’Make it obvious when something’s been added to the cart
‘Optimise Purchase Process’Display cart contents clearly with the ability to control
‘Optimise Purchase Process’Present upsells based on similar products
‘Optimise Purchase Process’Reduce prominence of Coupon Code Requests
Got a Coupon Code?
‘Optimise Purchase Process’
Clear Call to action to complete the transaction. E.g. “pay securely now”, “Proceed to Purchase”, “Order now”
Highlight added extras – shipping, easy returns
Increase cart expiry dates and retarget
Provide options to sign up or checkout without an account
Incentivise sign up
Ask for credit card details last
Ongoing Conversion OptimisationA/B Split & MultivariateTesting
Heat Mapping
User Interaction Recordings
Ongoing Conversion Optimisation
2 – 3 Times Better Performance
A/B Split & MultivariateTesting
Heat Mapping
User Interaction Recordings
Ongoing Conversion Optimisation
2 – 3 Times Better Performance
A/B Split & MultivariateTesting
Heat Mapping
User Interaction Recordings
Understand your objectives and the motivations of your customersEnsure your website is on brand, consistent and customer focusedStructure your site and information with the aim of moving visitors from uncertainty to certaintyMake it as easy as possible for visitors to find what they are looking for and to understand the next stepsTo convert traffic - define clear site objectives, easily identifiable call to actions, ensure ease of action and optimise ‘next step’ and upsell processes.If visitors are exiting without converting, it’s not the end of the world! Every potential customer will be at different stages of the path to purchase.
Key Takeaways
Questions?
Now to get started..
Thanks for Listening!
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