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Nobody sets out to create a bad website experience for their customers. But sometimes, even what seems like a minor issue can have a huge impact. How can you identify and remedy the issues that are preventing your website from being the marketing and sales tool you need it to be? Sara Lorien Smith will discuss website design and usability and how it impacts your conversion rate.
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How to improve the user experience of your website
And get the results you want
Sara Lorien Smith, May 2014
“UX (user experience) is really just good marketing. It’s about knowing who your market is, knowing what is important to them, knowing why it is important to them, and designing accordingly.”
Joshua Porter
Who are your customers?
NOT everyone
Jerry, male, age 43Farm ownerMarried, 3 children, 2 dogsEtc.
Instead …
Start with an educated guess
Then validate with research
User Research
GOAL – To discover what your customer’s REALLY want and need
NOT – what you think they want/need
User research methods
SurveysInterviewsUsability Testing
Ideally …
• Choose people who represent your target audience
A survey example
Which category below includes your age?
A survey exampleHow would you describe your relationship with this organization?
A survey exampleHave you ever done any of the following on this website?
A survey exampleIn your own words, what do you primarily use the website for?
An interview example10 minute phone interview, existing user
• female, age 41-50• Stewardship volunteer for aprox. 2 years, previous ad-hoc
volunteer for 2 years prior to that.• Primarily uses website to login to Stewardship area, view
calendar, and log hours• She doesn't really read/explore the other content on the
site• Feels that site is too cluttered/busy. Too many links. Finds it
overwhelming• Appearance wise, thinks the site looks dated• Would like to be able to use site/log hours from mobile
(uses iPhone 4), but doesn't even try because of site being too busy/cluttered
User Testing Example – Memory Test
User Testing Example – Preference Test
• Which do you prefer? Why?
User Testing Example – Click Test
Where would you click if you wanted to buy more than 1?
User Testing Resources
Verify – http://verifyapps.com
SurveyMonkey – http://surveymonkey.com
UserTesting.comUserzoom.com
Once upon a time
What is Conversion?
The percentage of website visitors who complete a desired action
Sample Actions
• Signing up for a newsletter• Filling out a contact form• Buying something• Making a donation• Registering for a free workshop• Following you on Facebook
Most won’t buy on 1st touch
The higher the price or buyer commitment for your product/service
The more touches needed before you make the sale
An effective websiteIs a communication channel between you and your customer
yoWassup?
Your 1st conversion goals
Should focus on getting a customer into the sales funnel so that you can continue the conversation
Sales Funnel
Process for turning someone who is aware of your product (a prospect) into a loyal customer.
Which is better?
• 5000 visitors• 1% conversion
= 50 customers
1% increase = 50 more
• 1000 visitors• 5% conversion
= 50 customers
1% increase = 10 more
Getting Started– Reality Check
What is REALLY happening on your website?
Opinions don’t count for much
Analytics is your best friend
Analytics tells you WHAT your website visitors did
User research tells you WHY
We’ll talk about both
Analytics Dashboard
Analytics Engagement
Analytics Location
2nd Step
5 Usability Musts for ALL websites
Fix these things before you do anything else!
1) User-friendly navigation
Make your website easy to navigate
Do– Keep main navigation to no more than 7
items– Put navigation near the top of the page– Keep the placement and appearance
consistent on all pages– Show users where they are by
highlighting the active menu item– Put menu items in a logical order
Make your website easy to navigate
Don’t– Place navigation where it’s difficult to
find– Blend it in with the design–Move the position of the menu around– Use low contrast between background
and font color– Use ornate, difficult to read fonts
2) Spread Out
Spread Out
• Increase spacing between lines (line spacing)
• Increase spacing between paragraphs and page elements (padding)
Bad alignment and line spacing
Good alignment and line spacing
Slow page loads = high bounce rate
3) Speed rules
Tools.pingdom.com
http://developers.google.com/speed/pagespeed/insights/
4) Get to the point
NO
YES
YES
Your message should
• Be clear and concise• Focus on the benefits to the
customer• Guide the customer to next steps
(your conversion goals)
5) Make sure your contact info is prominent
6) Use images to enhance the message
Test and reiterate
Revisit analytics
Did your bounce rate go down on key pages?Did users spend more time on a page?Has your conversion rate gone up or down?
A/B Testing
Also known as split testing
A/B Testing
https://visualwebsiteoptimizer.com/ab-testing/
Optimizely – http://optimizely.com
A/B Testing
A/B Testing
Buyer Psychology 101
Give me too many choices and I’ll choose
nothing
Buyer Psychology 101
I like FREE stuff
Buyer Psychology 101
I trust my best friend’s sister’s boyfriend’s brother’s girlfriend more than I trust you … at least in the beginning.
Buyer Psychology 101
Show me rather than tell me
