Improve Site Usability Sales

Help Your Site Sell: Identify and Correct Common Usability Issues

Presented by
Chris Sietsema, Deputy Director of Interactive Services

webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870


 You will be able to hear the presenters but they will not be
able to hear you. Please submit questions at any time by
selecting “private chat” with Off Madison Ave.
 We will answer as many questions as we can in the time
allotted. All other questions will be answered in a Q&A
document posted by August 20 at
webinar.offmadisonave.com.
 Case studies and articles relevant to the seminar topic will
also be posted.

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 The measurement of the quality of a user’s experience when
interacting with a product or system.

 Also known as:

◦ User-Centered Design

◦ Online Experience

◦ Human/Computer Interaction Design
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 Does the Web site allow the visitor to accomplish her
objectives?

 Does it meet visitor expectations?

 Does it provide an experience that encourages a return visit?

 Our Goal: Create an environment where site visitors can be
successful and want to return.

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matter the business objective – sell, collect, inform,
 No
persuade, etc. – human interaction is required.

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 Positive experiences with Web sites correlate directly to:

◦ Positive opinions of companies and/or organizations

◦ Subsequent experiences

with the site

◦ Sales

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 Designers

 Programmers

 Marketing Staff

 Usability Engineers / Professionals

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+

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 Web Sites
◦ Online Retail
◦ Lead Capture
◦ Information Dissemination
◦ Launched and Established / In Development
 Landing Pages
 Forms
 Web Applications, Interfaces and Tools
 Email Marketing Messages
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 Data Tells a Story
◦ What Web sites are

referring trafﬁc?
◦ Where are they going once

they have arrived?
◦ How long are they staying?
◦ Are they accomplishing your objectives? Theirs?
◦ At what point(s) are they dropping off?

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 For Example…

 If your site navigation is  Andif your top trafﬁcked
placed in this order:
pages look like this:

◦ About Us
Products
1.
◦ News
News
2.
◦ Products
About Us
3.
◦ Contact Us
Contact Us
4.

THEN – Make modifications to your navigation structure to reflect visitor interest.
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 Omniture
 WebTrends
 ClickTracks
 HitBox
 LiveStats

 Google Analytics – (free)

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 Content Should be Legible and Easy to Read
 Incorporate Visual Elements that Compliment Text

(but don’t overpower it)
 Use Standard Conventions for Navigation Placement and
Form Design
 Remove Barriers to Important Information

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 Keep Important Information Above “The Fold”
 Make Sure “Help” Actually Helps and that “FAQ” Really
Covers Frequently Asked Questions Adequately
 Embrace Velocity – Your Customers Want to Move Quickly
 The Devil Is In The Details (error messages, misleading
information, incorrect numbers and dates)
 Test Everything

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 Experience
the Web site from

the customer’s point of view
 What would you need/want?
 Make believe that you don’t

have all the knowledge about

your product/service/business

that you already have

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 Review of client’s site from the customer’s point of view
 Determine how well the site answers common visitor
questions
 Provide recommendations on how to improve usability and
ultimately conversion/sales

 In some cases, our development team actually makes the
recommended changes
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 AAF – Metro Phoenix (Phoenix Ad Club)
http://www.phoenixadclub.com/

 Information Gathering

 The Shower Sleeve & Cast Cover Company
http://www.showersleeve.com/

 Commerce

 Horizon Community Learning Center
http://www.horizonclc.org/

 Information Gathering
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 A/B Testing - Google Website Optimizer
 Multivariate / Taguchi – Vertster

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 Click Tracking – CrazyEgg

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 EyeTracking – EyeTools

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 Swim Lessons (Best Practices, No Testing)
◦ 3.8%  7.2%
 Bartender School (Best Practices, No Testing)
◦ 2.5%  3.8%
 Personal Trainer Certiﬁcation (A/B Testing)
◦ 3.2%  5.5%
 Secure Online Conferencing (Taguchi)
◦ 1%  5.5%
 Data Center (Taguchi)
◦ 2%  4.25%
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 Don’t Make Me Think

A Common Sense
Approach to Web
Usability

 Steve Krug
 Available on Amazon

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 Call To Action

Secret Formulas to
Improve Results

 Bryan &Jeffrey Eisenberg
 Available on Amazon

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 You Can’t Get THERE
From HERE

Demystifying the
Internet so you can be the
Master of your online
Universe.

 Carissa Vivirito
 Available on Amazon &
Lulu.com
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