Website Conversion
-
Upload
hayden-sutherland -
Category
Technology
-
view
532 -
download
1
description
Transcript of Website Conversion
![Page 1: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/1.jpg)
© 2011
Hayden Sutherland
Ideal Interface
1 December 2011
![Page 2: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/2.jpg)
© 2011
“Why doesn’t my new website convert as expected?”
![Page 3: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/3.jpg)
© 2011
So…..
![Page 4: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/4.jpg)
© 2011
You eventuallycommissioned
that new ecommerce
website
![Page 5: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/5.jpg)
© 2011
You went througha lot….
http://www.flickr.com/photos/55381795@N04/5180211802/
![Page 6: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/6.jpg)
© 2011
http://www.flickr.com/photos/59937401@N07/5474158159
![Page 7: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/7.jpg)
© 2011http://www.flickr.com/photos/13923263@N07/1471150324/
You made a few promises to the boss about increased conversion
![Page 8: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/8.jpg)
© 2011
?So why has your conversion rate dropped?
![Page 9: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/9.jpg)
© 2011
There are severalthings you need
to consider
![Page 10: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/10.jpg)
© 2011
1. Existing users now get adifferent experience
![Page 11: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/11.jpg)
© 2011
1. Existing users now get a different experience
Recognition Vs. Recollection
![Page 12: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/12.jpg)
© 2011
1. Existing users now get a different experience
Returning visitors are the greatest proportion of users
![Page 13: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/13.jpg)
© 2011
1. Existing users now get a different experience
![Page 14: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/14.jpg)
© 2011
1. Existing users now get a different experience
“Don’t make me think”
![Page 15: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/15.jpg)
© 2011
1. Existing users now get a different experience
HSBC Example2007 onwards
![Page 16: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/16.jpg)
© 2011
![Page 17: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/17.jpg)
© 2011
![Page 18: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/18.jpg)
© 2011
![Page 19: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/19.jpg)
© 2011
![Page 20: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/20.jpg)
© 2011
2. Your site isn’t optimised (yet)
![Page 21: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/21.jpg)
© 2011
2. Your site isn’t optimised (yet)
Obligatory image of a funnel
![Page 22: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/22.jpg)
© 2011
2. Your site isn’t optimised (yet)
• You have a new checkout process, but:– Are the buttons in the correct place?– Are they the right size?
• You have new imagery,but:– Does it convey enough reassurance?– Are they showing your products well?
![Page 23: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/23.jpg)
© 2011
2. Your site isn’t optimised (yet)
• Your content may be re-written, but:– Does it work as well as it could?– Does it explain complex terms?– Does it say “why” the information is needed?– Are your merchandising teams writing copy that
informs & converts…..….rather than just ‘self-referential’?
![Page 24: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/24.jpg)
© 2011
2. Your site isn’t optimised (yet)
Your A/B or multi-variate testing hasn’t had a
chance to learn whatworks!
![Page 25: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/25.jpg)
© 2011
2. Your site isn’t optimised (yet)
This is only the start of the process
![Page 26: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/26.jpg)
© 2011
2. Your site isn’t optimised (yet)
No basket / checkout is perfect
![Page 27: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/27.jpg)
© 2011
2. Your site isn’t optimised (yet)
If it ain’t broken….
![Page 28: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/28.jpg)
© 2011
2. Your site isn’t optimised (yet)
If it ain’t broken….
…. you’re not lookinghard enough
![Page 29: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/29.jpg)
© 2011
3. You’re losing visitors from search engines
![Page 30: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/30.jpg)
© 2011
3. You’re losing visitors from search engines
• Some things your new web agency might not tell you
![Page 31: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/31.jpg)
© 2011
3. You’re losing visitors from search engines
• Some things your new web agency might not tell you– Changing your navigation structure– Changing your directory naming– Changing your server file name extensions
![Page 32: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/32.jpg)
© 2011
3. You’re losing visitors from search engines
• Some things your new web agency might not tell you– Changing your navigation structure– Changing your directory naming– Changing your server file name extensions
Could lose you traffic
![Page 33: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/33.jpg)
© 2011
http://www.flickr.com/photos/49823434@N00/4969812643/
Because when the Spider comes back…..
![Page 34: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/34.jpg)
© 2011
http://www.flickr.com/photos/49823434@N00/4969812643/
???
![Page 35: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/35.jpg)
© 2011
4. The site is too slow
• No new site is smaller in page weight than the previous one– AJAX / JavaScript adds interactivity & size– Mobile users– Affects SEO
• Caching strategy is not optimised
![Page 36: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/36.jpg)
© 2011
5. You still have bugs
• Exhaustive testing takes time• UAT always gets squeezed• ‘Fit for purpose’ means…..• Even 99.99% pass rate
![Page 37: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/37.jpg)
© 2011
What can you do?
• Understand your users– What could jar the user experience?
• Keep testing– Make your site as flexible as possible
• Get technical with SEO– 301 redirects (Point old URL’s to new URLs)– Update sitemap.xml (Submit ASAP)
![Page 38: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/38.jpg)
© 2011
What can you do?
• Carry out performance optimisation– Front end (HTML/CSS, Images, etc.)– Caching, etc.
• Ensure your testing approach is comprehensive– Focus effort on conversion funnel– Prioritise remaining issues & have a separate
work-stream
![Page 39: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/39.jpg)
© 2011
In summary
![Page 40: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/40.jpg)
© 2011
Consider these thingsBEFORE you redevelop
your new site
![Page 41: Website Conversion](https://reader035.fdocuments.net/reader035/viewer/2022081414/54c113934a7959bf2b8b4577/html5/thumbnails/41.jpg)
© 2011http://www.flickr.com/photos/13923263@N07/1471150324/
And hopefully you wont have to make promises you can’t keep