1. Usability & Design Mistakes
that Kill Conversion
Lance Loveday, Closed Loop Marketing
Larry Marine, Intuitive Design

2. Design'Mistakes'that'KILL$
Conversions'
By'Larry'Marine'
Veteran'Conversion'Expert'
'
@UXstrategy''#ConvCon'

3. What’s'Your'Conversion'Rate?'
• <'2%'
• 2E3%'E'industry'average'
• 5%'
• 10%'
• 15%'E'most'of'top'10'are'here'
• 20%'
• 30%'
• 40%'E'Schwann’s'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

4. What’s'RealisRc?'
• If'not'10%,'then'something'is'terribly'wrong!'
'
• Most'sites'make'several'common'mistakes'
– Strategic'
– Usually'fatal'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

5. Why'are'you'here?'
• Learn'how'to'idenRfy'fatal'mistakes'
– Common'signs'
– Examples'
• Learn'how'to'avoid'these'mistakes'
– Proven,'simple'ideas'
• Get'a'FREE'analysis'of'your'site'
'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

6. Not'My'First'Rodeo'
• Classically'Trained'
– CogniRve'Science'–'part'psych,'part'computer'science'
– Taught'by'the'best'–'Don'Norman,'the'Father'of'UX'
• 20+'years'of'market'dominaRng'successes'
– Proflowers'–'one'of'the'highest'conversion'rates'
– Vanguard'–'the'standard'in'financial'site'design'
– Fedex'Office'PrinRng'–'replaced'brickEnEmortar'stores'
– 200+'projects'–'broad'range'of'repeated'success'
'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

7. The'Usual'Suspects'
• “Selling”'the'customer'on'one'page'
• Wearing'your'underpants'on'the'outside'
• Fear'of'commitment'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

8. Selling'on'One'Page'
• You'won’t'sell'the'user'from'the'landing'page'
• Common'Signs:''
– “Buy'Now”'focus'on'the'home/landing'page'
– TesRmonials,'first'
– Selling'soluRons,'but'not'solving'their'problem'
• Guide'users'down'the'garden'path'
– There’s'a'flow'you'MUST'follow'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

9. The'Before$Picture'
What problem are they solving?
Call to Action: too prominent
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

10. Down'the'Garden'Path'
User%State%
• Awareness%
• A,en-on%
• Desire%
• Ac-on%
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

11. Down'the'Garden'Path'
User%State% Transi-on%Trigger%
• Awareness%
↓ Point%of%Pain%
• A,en-on%
↓ What’s%in%it%for%me?%
• Desire%
↓ Reason%to%Believe%
• Ac-on%
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

12. TransiRon'Triggers'
• Point'of'Pain'
– Resonate'with'their'perceived'problem'
• Ask'quesRons'rather'than'make'statements'
• What’s'In'It'For'Me'(WIIFM)'
– Value'Prop:'How'can'you'solve'their'problem'
• Reason'to'Believe'
– TesRmonials,'hero'shots,'trust'marks,'etc.''
• They'want'to'believe,'so'don’t'scare'them'off'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

13. Good'TransiRons'
Point of Pain: What’s right
for my occasion? Another Point of Pain
Value prop: organized by occasion
– I know these are the right flowers
Reason to believe: On Sale
- note subdued call to action
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

14. Wearing'Your'Underpants…'
• Is'your'site'organized'around'your'business?'
– ReflecRng'how'you'see'your'company/products?'
• Common'signs:'
– Product'secRons/categories'
– Verbiage'focused'on'the'technology'or'business'
– Requires'visiRng'lots'of'irrelevant'pages'
• Organize'the'site'for'the'user’s'perspecRve '
'' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

15. What’s'Wrong'with'this'Picture?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

16. What’s'Wrong'with'this'Picture?'
Where’s the Point of Pain? Reason to Believe
What’s in it for me? front and center.
You want ME to figure out which of
YOUR products will work for me?
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

17. BrochureWare'
Requires the user
to do all the work
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

18. Organize'for'the'User'
• IdenRfy'with'the'user’s'problem'
• Organize'products'by'the'problems'they'solve'
• Example:'buying'an'SLR'camera'
– Intended'use:'indoor,'outdoor,'acRon,'sRlls'
• If'outdoor'acRon,'then'consider'this'lens'
• don’t'forget'a'UV'filter'
• extra'baqery?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

19. Problem,'then'SoluRons'
Organized by what
the user knows
Add vases and
chocolates, later
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

20. Fear'of'Commitment'
• Asking'for'a'commitment'
– Without'giving'something'valuable,'first'
• Common'sign:'
– Email'address'before'showing'them'anything'
– Must'register'first'to'use'the'site'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

21. Incrementally'Engage'the'User'
• Incrementally'engage'your'users'
– Every'acRon'is'a'commitment,'even'just'a'click'
– Low'commitment,'high'return'
– PersonalizaRon'works'REALLY'well'
• Incrementally'increase'the'commitment'level'
– Click'for'an'abstract'of'a'white'paper'
• Whet'their'appeRte'
– Then'ask'for'an'email'address'to'see'the'rest'of'it'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

22. Incremental'Engagement'
Selecting an occasion is
personal and engaging
Browsing engages users
without commitment
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

23. Make'it'Personal'
Low commitment
engagement and
personalization
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

24. The'A+er$Picture'
• Resonate'with'the'Point'of'Pain'
• Give'them'an'obvious'value'proposiRon'
• Engage'them'
• Make'it'personal'
• Solve'their'damned'problem,'already!'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

25. A'Concept'that'Works!'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

26. Free'Analysis'
• Want'some'feedback'on'your'site?'
• Free'30'minute'analysis'
• Text:'(719)'229E4031'
• Email:'LMarine@IntuiRveDesign.com'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'