Judging by abysmal rates of conversion most websites are failing to do their job. And it's no wonder; there's a gap in knowledge about what it takes to influence people to take action. So that's where behavioural science can help. In this presentation I introduce you to the 5 Essentials for a Behaviourally Effective website, and that means a website that persuades the visitor to take desired action, capitalises on every moment of truth, increases conversion and increases repeat business.

1. 1
5 Essentials for a
Behaviourally Effective
Website
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2. 2
Before we get started…
Hi, I’m Bri Williams, a Behavioural Specialist who uses
behavioural science to make businesses better. That
includes websites.
These slides are taken from a 60 minute keynote on
where most websites are failing and what to do about it.
If you like these slides be sure to request a free copy of
the guidebook that will give you more detail. Find out
how at the end.
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3. 3
5 Essentials Overview

The Leaky Website problem

5 Essentials for a Behaviourally Effective Website

Other aspects of site performance

8 Step Plan to fix your website

4. 4
Online Retailing Australia 2011 Forrester Research
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5. 5
Online Retailing Australia 2011 Forrester Research
All Rights Reserved People Patterns Pty Ltd

6. 6
Online Retailing Australia 2011 Forrester Research
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7. The reason websites leak
7
Business
Expertise:
What they sell
Developer
Expertise:
Functioning site
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8. The gap
8
How to influence behaviour
Business
Expertise:
What they sell
Developer
Expertise:
Functioning site
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9. The outcome of the gap
9
Wasting
money, time and effort
feeding traffic to the site.
You are leaking money.
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10. Fixing the leak
10
How to influence behaviour
Developer
Business
Expertise:
What they sell
Expertise:
Functioning site
Behavioural
techniques
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11. A behaviourally effective website
11
• Persuades the visitor to take desired
action
• Capitalises on every moment of truth
• Increases conversion
• Increases repeat business
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12. 12
5 Essentials Overview

The Leaky Website problem

5 Essentials for a Behaviourally Effective Website

Other aspects of site performance

8 Step Plan to fix your website

13. The 5 Essentials
13
1. Establishing
Confidence
2. Communicating
Value
5. Effort vs Reward
4. Asking
for Action
3. Creating
a Pathway
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14. 14
1. Establishing Confidence
If your visitor is not
confident, they will
simply not proceed
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15. You must establish confidence in…
15
Me
You
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16. Confidence in Me
✗ No direct link
16
Professional services, B2C
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17. Confidence in Me
 Direct link
 Consistent
language
17
IT services, B2C
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18. Confidence in You
18
IT services, B2B
✗ Unclear business
name
✗ Tired
✗ Cheap image
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19. Confidence in You
19
 Industry
acknowledgement
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20. The 5 Essentials
20
1. Establishing
Confidence
2. Communicating
Value
5. Effort vs Reward
4. Asking
for Action
3. Creating
a Pathway
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21. 21
2. Communicating Value
I want your
website to
bring me closer
to solving my
problem
How can you solve
my problem?
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22. Communicating Value
22
Personal services, B2C
 Payoff for solving
problem
 Differentiated
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23. Communicating Value
23
✗ Absent
Logistics, B2C
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24. Communicating Value
24
✗ About You
not them
Logistics, B2C
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25. The 5 Essentials
25
1. Establishing
Confidence
2. Communicating
Value
5. Effort vs Reward
4. Asking
for Action
3. Creating
a Pathway
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26. 26
3. Creating a Pathway
Where is this
leading?
• For your visitor
• For you
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27. Creating a Pathway
27
!
!
!
!
!
!
!
Retail, B2C
✗ Too much, too
early
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28. Creating a Pathway
28
✗ What is the most
important thing for
people to do here?
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29. Creating a Pathway
29
 Prioritises
getting to know
each other
Professional services, B2B
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30. The 5 Essentials
30
1. Establishing
Confidence
2. Communicating
Value
5. Effort vs Reward
4. Asking
for Action
3. Creating
a Pathway
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31. 31
4. Asking for Action
Moments of truth:
Asking your visitor to
do something
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32. Absent Call to Action
32
✗ Now what should I
do?
Logistics, B2B
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33. Absent Call to Action
33
Retail, B2C
✗ How do I add to
cart?
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34. Asking for Action
 Clear result
34
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35. Unclear Call to Action
35
✗ What is it and
where does it take
me?
Building services, B2C
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36. Too many Calls to Action
1
36
9
2
3
4
8
5
6
7
10
11
12
13
14
✗ Too many CTA
Marketing services, B2B
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37. The 5 Essentials
37
1. Establishing
Confidence
2. Communicating
Value
5. Effort vs Reward
4. Asking
for Action
3. Creating
a Pathway
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38. 38
5. Effort vs Reward Equation
If effort > reward
your visitor will not
proceed
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39. Effort vs Reward
✗ Visual and physical
effort for what
reward?
39
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40. Effort vs Reward
 Low effort to get
started
40
Tourism, C2C
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41. 41
5 Essentials Overview

The Leaky Website problem

5 Essentials for a Behaviourally Effective Website

Other aspects of site performance

8 Step Plan to fix your website

42. 42
Other aspects of site performance

Driving traffic to your website

Testing

Mobile devices
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43. 43
5 Essentials Overview

The Leaky Website problem

5 Essentials for a Behaviourally Effective Website

Other aspects of site performance

8 Step Plan to fix your website

44. 8 Step plan
44
This is what I can
do for you
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45. Website Effectiveness
Program
45
Page by page strengths &
weaknesses – your site plus
2x competitors
Detailed
recommendations
across all 5 essentials
Payoff matrix
Gallery of best
practice
Page by page mockup, layout and copy
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46. First step for fixing your leaky site
46
Request your FREE 5 Essentials
guidebook
For your free guide with 18 pages of
detail on the 5 essentials email:
info@peoplepatterns.com.au
For more visit
www.peoplepatterns.com.au
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