(2013) Getting more customers from websites, User experience spotlight
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(2013) Getting more customers from websites, User experience spotlight
- 1. DIGITAL EXPERT VIP WEBINAR SERIES GETTING MORE CUSTOMERS FROM WEBSITES User Experience Spotlight 22 mai 2013 Mediative.com
- 2. TODAY’S SPEAKERS 22 mai 2013 Mediative.com Ian Everdell Manager, User Experience and Research Mediative ian.everdell@mediative.com Victoria Hart VP National Sales Mediative victoria.hart@mediative.com Kyle Grant Senior Product Manager, Performance Services Mediative kyle.grant@mediative.com
- 3. #MediativeVIPWebinar • Following the webinar, you will receive our UX eBook: Make it Easier to Buy From You: A Website User Experience Checklist Engage with us on twitter
- 4. AGENDA • WHAT IS WEBSITE USER EXPERIENCE? • LANDING PAGE UX SUCCESS STORY • 10 TIPS TO IMPROVE LANDING PAGE EXPERIENCE • TYPES OF USER EXPERIENCE SOLUTIONS AVAILABLE
- 5. 5 WHO WE ARE PIONEERS IN DIGITAL RESEARCH Over 300 digital assets dedicated to improving marketing strategies and understanding customer behaviour, including several ground breaking research projects: Location Based Marketing • Hyper Situational Mobile Targeting • Google Places Desktop vs. Mobile • Display Ad Effectiveness on Tablets Online User Behaviour • Local Search Consumer Behaviour • The Brand Lift of Search • Google Golden Triangle
- 6. WHO WE ARE OUR RESEARCH OVER THE YEARS 2004 2005 2006 2007 2008 2010 2009 2012 2011 Inside The Mind of The Searcher Search Engine Usage Research Google Golden Triangle Major SERPs User Behaviour Organic vs. Paid Brand Lift Study Barriers On a Website Mapping the BuyerSphere Google Instant Results Google Places Desktop & Mobile PPC & Display User Purchase Behaviour Branching Out From Search Research
- 7. WHAT IS WEBSITE USER EXPERIENCE?
- 8. 50%Of potential sales are lost because users can’t find the information they need on webpages. Source: Forrester Research
- 9. 5-7s Is all it takes to convince post-click visitors that they are on the right page. Source: Nielsen Norman Group
- 10. WHAT HAPPENS AFTER TRAFFIC REACHES YOUR SITE? ?
- 11. WHAT IS WEBSITE USER EXPERIENCE CONNECTING CONTENT TO INTENT Search Intent Purchase Intent Customer Action Conversions Purchase
- 12. USER EXPERIENCE CASE STUDY 1. CHALLENGE 2. STRATEGY 3. RESULTS
- 13. CASE STUDY CUSTOMER CHALLENGE 1 • Not satisfied with the number of leads through pay per click advertising. • The existing landing pages were converting between 4- 5%, which is already quite good, they had an ambitious goal: double the conversion rate! Canadian B2B Healthy Vending Company
- 14. CASE STUDY CHALLENGE EXISTING LANDING PAGE • Ads mention a free info kit, but the download from this page is a report. • No company name or logo on the page. • Strong background colors distract from the content.
- 15. CASE STUDY CUSTOMER SOLUTION Canadian B2B Healthy Vending Company Audit evaluates against the RACE model: • Relevancy • Attractiveness • Clarity • Ease 2• Landing Page Audit • Redesign & Testing
- 17. CASE STUDY CUSTOMER RESULTS 3 Canadian B2B Healthy Vending Company Instant Improvements: • Offer Change = +53% • Long Page = +86% • Short Page = +110% 110%
- 19. LANDING PAGE TIPS 5 THINGS TO AVOID • Poor Visual Hierarchy • Hidden Calls to Action • Tricky Forms • Thinking You Know Your Users • Poor Content
- 20. LANDING PAGE TIPS WHAT NOT TO DO
- 21. LANDING PAGE TIPS 5 QUESTIONS TO CONSIDER • What information is included in your headlines? • What is your call to action? • Where is your CTA located? • Do you have credibility on your landing page? • Are the forms on your page asking for more than 4 pieces of information?
- 22. LANDING PAGE TIPS A+ UX DESIGN
- 24. 2 4 UX & RESEARCH SOLUTIONS AUDITS Find out how you stack up against your competitors.
- 25. UX & RESEARCH SOLUTIONS CONVERSION PATH OPTIMIZATION Starting at: $1,850 Amazon.com increased online revenue by $6M in 1 week just by changing a button.
- 26. UX & RESEARCH SOLUTIONS TURNKEY LANDING PAGE MANAGEMENT Starting at: $2,400 Fully implemented service including design, hosting and testing.
- 27. Moderated TestingUnmoderated Testing 2 7 UX & RESEARCH SOLUTIONS USER EXPERIENCE TESTING
- 28. UX can help your clients understand: • Their potential customers’ expectations and behaviours so they can be in the right place, with the right message, at the right time. • Where their existing experience might be falling short of customer expectations. • How they stack up against competitors. • How to squeeze every possible conversion out of the traffic that they already pay for. TAKEAWAYS Generating reach and traffic to your site is a good first phase, but need to make sure that traffic is going to be valuable
- 29. QUESTIONS 22 mai 2013 Mediative.com Ian Everdell Manager, User Experience and Research Mediative ian.everdell@mediative.com Victoria Hart VP National Sales Mediative victoria.hart@mediative.com Kyle Grant Senior Product Manager, Performance Services Mediative kyle.grant@mediative.com
Hinweis der Redaktion
- Introduction to the speakers – BRIEF 5 minutes of who each person is and snippet of their bio
- Vic to let everyone know to tweet and share content + we will send you our latest eBook after the webinar.
- NOTE: How is this relevant to CMR clients? Make the connection between their media investment for generating traffic via directory advertising on YP, google+ local listings, etc. and the website experience.
- How this relates to dealers, franchisees, and/or the CMR client list.
- Unlike the ads which mention a free info kit, the only download from this page is a report on the new regulations. This has the feeling of a bait and switch.There is no company name or logo on the page, which may lead visitors to wonder who they’re dealing with.The strong background colours distract from the content.
- Created 2 new Landing Pages: A short version with a form & a longer version with no form.
- Simply Changing the Offer contributed to a 53% improvement in Conversion RateThe new landing pages performed on average 86% better with the short landing page converting 110% better. - A 2X Improvement!How does this result relate to CMR clients? Many searchers will go to the website before clicking contact phone number. Making sure your website landing page is user-friendly and trustworthy will increase number of calls resulting in directory advertising on YP.ca
- Poor Visual HierarchyMake it as easy as possible for users to scan the page for the information that is relevant to them – minimize barriers such as large text filled graphicsHidden Calls to ActionClarity trumps persuasion, explain the process to the visitor and make sure the CTA is obvious and noticeable. Tricky FormsAsking for unnecessary information or making forms too long or difficult to fill out means your visitors are less likely to convertThinking You Know Your UsersTalk to real users and watch them interact with your website to gain real insight into how they look for information and make decisions. Poor ContentThink about the customer at all times. Be benefits oriented and avoid too much self promoting. Don’t use technical terms they don’t understand or marketing fluff that is company-centric – this does not help them understand what you offer
- Example illustrates what to avoid. Point out the crappy-ness
- What information is included in your headlines?Are your headlines compelling and meaningful?What is your call to action?If the CTA you are using is currently not working, try testing a different CTA or using different words.Where is your CTA located?Having CTA above the fold is best, but having it below the fold with very valuable content can help deliver more qualified conversions.Do you have credibility on your landing page?Provide clear contact information such as physical address, phone number, email builds trust not only on your yp listings but when they click through to website gives a consistent message and builds trustAre the forms on your page asking for more than 4 pieces of information?As yourself what you really need to know. Try using a shorter form or conversion path and see conversion rate (number of calls, contact forms, etc) improvesStress that all these tips apply to mobile optimization – it should be an integrated part of your strategy to make sure landing pages and websites are mobile responsive now that such a major part of the population have smartphones and use their mobile devices to find information on business products and services.
- Example of good landing page and explain the areas of the page that are good
- Questions