Online, first impressions count. When landing on your website, customers take just seconds to decide whether to look around or hit the ‘back’ button, returning to Google and jumping to your competitor’s site. If your website is badly designed, poorly worded or underperforming in search engines, you are likely to be missing opportunities. This presentation will help you to make your website work harder for your business. User experience expert, Barnie Mills, and search marketing specialist, Ian Miller, from Ipswich-based digital agency Crafted explore what makes a successful website, helping you to boost enquiries and improve online sales. Looking at design, content and search engine optimisation (SEO) tactics, the presentation outlines helpful tweaks to boost the performance of your existing site and the considerations for creating one from scratch.

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Search Engine Optimisation (SEO) and User Experience:
Is your website losing
you customers?
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2. Ian Miller
Barnie Mills
Search Director
Head of Design

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What the next hour is about
• Engaging users to increase site conversion
• Quite a lot of common sense
• Some tools to check the results
• Hopefully, a way to remember everything…

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5. 1
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pp
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ate
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Where are they coming from?

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Where are they coming from?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping
cpc
Yahoo organic/referral
Outlook direct

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What do we know about them?
Metrics - numbers
Dimensions - things
Visits
Landing page
Page views
Keyword
Goal completion rate %
Browser
Revenue Source
Bounce rate %
Medium
Average time on site
City

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Don’t make assumptions
• What is ‘bounce rate’?
• Spending time on site doesn’t always equate to value
• Segment traffic

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Which is more valuable?
Visits
Referral Traffic
49,389
2.84
00:02:23
77.63%
Site Avg: 2.62
(8.22%)
Site Avg: 00:02:29
(-4.47%)
Site Avg: 76.66%
(1.14%)
38,756
2.25
00:02:26
78.55%
64.96%
Site Avg: 2.62
(-14.17%)
Site Avg: 00:02:29
(-2.01%)
Site Avg: 76.66%
(2.46%)
Site Avg: 58.56%
(10.92%)
9,613
2.71
00:02:31
76.30%
57.73%
% of total: 8.41%
(114,299)
Direct Traffic
% New Visits
% of total: 33.91%
(114,299)
Paid Search Traffic
Avg. Visit Duration
% of total: 43.21%
(114,299)
Non-paid Search Traffic
Pages/Visit
Site Avg: 2.62
(3.58%)
Site Avg: 00:02:29
(1.13%)
Site Avg: 76.66%
(1.14%)
Site Avg: 58.56%
(1-.41%)
2.79
00:02:55
70.12%
53.64%
Site Avg: 00:02:29
(17.09%)
Site Avg: 75.66%
(-8.53%)
Site Avg: 58.56%
(-8.39%)
16,427
% of total: 14.37%
(114,299)
Site Avg: 2.62
(86.45%)
Bounce Rate
55.34%
Site Avg: 58.56%
(-6.49%)

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Do you still agree?
Per Visit Goal
Goal Results Page
Visits
Referral Traffic
49,389
9.69%
£0.00
9.69%
Site Avg: 17.62%
(-45.02%)
Site Avg: £0.00
(0.00%)
Site Avg: 17.62%
(-45.02%)
38,756
18.14%
£0.00
18.14%
Site Avg: 17.62%
(2.94%)
Site Avg: £0.00
(0.00%)
Site Avg: 17.62%
(2.94%)
9,613
39.22%
£0.00
39.22%
% of total: 8.41%
(114,299)
Direct Traffic
(Conversion Rate)
% of total: 33.91%
(114,299)
Paid Search Traffic
Conversion Rate
% of total: 43.21%
(114,299)
Non-paid Search Traffic
Goal Conversion Rate
Site Avg: 17.62%
(122.54%)
Site Avg: £0.00
(0.00%)
Site Avg: 17.62%
(122.54%)
16,427
27.64%
£0.00
27.64%
% of total: 14.37%
(114,299)
Site Avg: 17.62%
(56.86%)
Site Avg: £0.00
(0.00%)
Site Avg: 17.62%
(56.96%)

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The homepage
(Like arranging to meet under the clock at Waterloo)
• Easy to offer a wide range of options
• Expectation is not as clearly defined
• Harder to plan in advance
Image by Elliott Brown “ell-r-brown” (Flickr)

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Landing pages
(Like arranging to meet at the cinema)
• Expectation is more clearly defined
• We can plan in advance
Photo: ScypaxPictures, www.flickr.com

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I want one of these!
(They’re fancy!)

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Page load
We could have failed before we’ve started
Every second loading =
0.65 increase in bounce rate!

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Mobile devices
The pre-date bandwidth traffic jam!
• Consider image use
• What is really important?

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Mobile isn’t going to go away
You can’t just ignore it!
Over half of Britain
owns a smartphone
(Ofcom)
20% of adults
own a tablet
(Mobile Operators
Association and YouGov)

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First impressions count online
One in five
visitors leave
websites in
The average
time spent on a
webpage is
On average
visitors only
read around
5
25
20%
seconds
seconds
of content

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The 5 second rule?
• Am I in the right place?
• Am I interested?
• Do I trust you?
• What next?

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A quick 5 second example…

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www.wiggle.co.uk
• What 3 activities does the site cater for?
• Name three advertised USPs

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Passing the 5 second test

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Dress appropriately

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Mobile devices
• How will your content display?
• How will the user interact?

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Which device should I target?
40+ Android devices launched in 2012…
We no longer know the page size!

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Responsive web design
A single site
to maintain
A single set
of analytics
Google
recommends

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Image is everything

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We provide blue sky
technical solutions...
SIGN UP
No, I have no idea what you’re on about

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Clear calls to action
PRESS

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(I also flash and play the theme
from The Apprentice every 30 seconds)

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For bespoke digital
marketing call Crafted today
01473 213 222

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Looks are only skin deep
Language is important
Learn More
About what? It’s a bit vague

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Looks are only skin deep
Language is important
Try ‘Blind Date’ Free
60 second sign up
What have I got to lose? And it only takes a minute!

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However, for most
of us having a clear,
concise call-to-action
isn’t enough…

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The art of conversation

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Content should…
• Build trust
• Build empathy
• Build desire

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Don’t just talk about yourself
• Consider related subjects
• Be interesting
• Be relevant

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Social proof

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Trust marks

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Design patterns
Don’t re-invent the wheel

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Beware the anti-pattern!
The awkward handshake of user experience
• Don’t re-invent the wheel
• Be consistent
• Avoid the awkward handshake!
• darkpatterns.org

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Beware the dark side!
When design patterns turn bad

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Image: http://darkpatterns.org/
library/trick_questions/

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Value your customers, it’s easier
to lose trust than to gain it!

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Old fashioned customer service
It goes a long way
• Keep your promises
• Make your customers feel valued
• Keep the human touch
• Just be nice!

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Beyond first conversion
Ecommerce
Visits
Returning visitors
Transactions
90,670
£31,281.16
942
£33.21
1.04%
£0.35
% of total: 73.15%
(123.945)
New visitors
Revenue
Average Value Conversion Rate Per Visit Value
% of total: 49.22%
(£63,548.66)
% of total: 52.63%
(1,790)
Site Avg. £35.50
(-6.46%)
Site Avg. 1.44%
(-28.06%)
Site Avg. £0.51
(-32.71%)
38,756
£32,267.50
848
£38.05
2.55%
£.0.97
% of total: 26.85%
(123.945)
% of total: 50.78%
(£63,548.66)
% of total: 47.37%
(1,790)
Site Avg. £35.50
(7.18%)
Site Avg. 1.44%
(76.46%)
Site Avg. £0.51
(89.13%)

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Newsletters

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Welcome to the club
• Know your customer
• Target them more efficiently
• Increase customer value
• Member offers/promotions
• Faster payment
• Make them feel ‘special’

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101. 40%
Increase in
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conversion

102. 55%
Increase in
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conversion

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Testing toolkit

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Conversion rate Blind Date
1. Choose an appropriate venue
2. Turn up on time
3. Make a good first impression
4. Build trust, build the relationship
5. Keep in touch

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