Aquent is a global staffing company dedicated to marketing and creative services organizations. It has 20 years of experience helping these organizations find talent. Aquent has offices in nearly 70 locations across 17 countries to serve customers worldwide. It works with industry leaders, including over 90% of the Fortune 100 and two-thirds of the Fortune 500 companies. In addition to staffing services, Aquent also provides consulting, training, outsourcing, and translation services.

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2. Aquent is the only global staffing company dedicated to
marketing and creative services organizations
20 years of helping marketing and creative organizations find the right Talent
Our customers are industry leaders
90 of the Fortune 100
2/3 of the Fortune 500
Other Services
Consulting
Training
Outsourcing
Translation
Offices to help you across the globe
Nearly 70 offices in 17 countries
40 offices in major metros across North America
Contact us
aquent.com
877 227 8368

3. Web Design for ROI:
How Design Impacts Effectiveness
Lance Loveday Sandra Niehaus
CEO VP User Experience, Creative Director

4. More info & resources at:
www.WebDesignForROI.com

6. The Business Case for Design

7. The Business Case for Design
Conversion Optimization

8. The Business Case for Design
Conversion Optimization
Real World Examples

9. The Business Case for Design
Conversion Optimization
Real World Examples
Tools & Resources

10. The Business Case for Design

11. Fragmentation of Media –
and Attention

12. Fragmentation of Media –
and Attention

13. Fragmentation of Media –
and Attention

14. TV Hurting

15. The Web - Now a Mass Medium

16. Advertisers Haven’t Caught Up

17. Influence
on Retail
43%
of all retail sales
are expected to
be influenced by
or made on the
Internet by 2012
Forrester: “The Web’s Impact on In-Store Sales: US
Cross-Channel Sales Forecast, 2006 to 20012” and
U.S. Dept. of Commerce

18. Influence
on B2B
83%
of businesses use
the Internet to
research and find
potential vendors.
* Enquiro: “Business to Business Survey 2007.”

19. The Impact of Design on Credibility
of web users admit making judgments
75% about the credibility of an organization
based on the design of its web site.
Source: Fogg, B.J., Stanford
Guidelines for Web Credibility,
Persuasive Technology Lab.
Stanford University, 2002 (revised
November 2003)
18

20. The Impact of Appearance on Trust
68% of U.S. online shoppers agree that
they will distrust a site that doesn’t
have a professional appearance.
Source: eMarketer, 2006

21. How Quickly Are You Judged?

22. Conversion Optimization

23. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

24. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

25. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

26. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

27. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

28. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

29. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

30. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

31. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

32. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

33. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

34. Marketing + Conversion Optimization
Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

35. What Conversion
Optimization
Can Do for You
25% - 400%
increase in conversion rate
(on average)
The median conversion increase
is 40% - 60%

36. OK, but is a smaller
increase
worth the effort?
35

37. $24M annual sales
Increase conversions from 2.0% to 2.1%
=
$1.2M incremental revenue
=
36
1,100% increase in annual ROI

38. Better web
sites make
more money

39. What Does All This
Mean For YOU?

40. Job Security

41. It’s all about using the right leverage...
...in the
right places
40

42. How Design Attention is Allocated
How It Is

43. How Design Attention is Allocated
How It Is How It Should Be (based on ROI)

44. Real World Examples
43

45. 44

46. 45

47. Landing Pages

48. Landing Pages =
Visitors’ First Impression of You

49. Use Consistent Imagery
and Messaging
Banner ad:
Landing page:

50. Provide What You Promised
Banner Ad
Landing Page
(where’s the offer?)

51. Case Study –
Home Page as Landing Page

52. New Landing Page with
Segmenting Options

53. New Landing Page with
Segmenting Options
Result: 1500% increase in leads

54. Case Study: Before

55. Case Study: After

56. Case Study: After
Result: 600% increase in conversion rate

57. Case Study: Before

58. Case Study: After

59. Case Study: After
Result: 200% increase in leads, no quality decrease

60. Some Landing Page Design Guidelines
• Separate from site – Focus attention
• Extension of ad – Use consistent imagery & messaging
• Fewer, more meaningful graphics
• Compelling copy
• Clear call to action
• Fewer form fields (within reason)
• Clear, prioritized buttons
• Personalize when possible
• Segmentation options

61. Shopping Cart / Checkout

62. Pop Quiz
What is the average shopping cart
abandonment rate across all industries (US)?
A. 28%
B. 59%
C.46%
D.34%
61

63. National average, across all industries
Source: MarketingSherpa E-Commerce study, 2006
62

64. Why Do We Abandon Shopping Carts?
63

65. Or just
can’t figure
out what to
click next?
64

66. Buttons that all look the same
65

67. Prioritized & differentiated
66

68. Prioritized & differentiated

69. Case Study: Before

70. Case Study: After

71. Before

72. After

73. Before

74. After

75. Before

76. After

77. After
Result: 20% reduction to cart abandonment rate

78. Single-Page Checkout

79. You Know Single-Page Checkout Works When…

80. Some Shopping Cart / Checkout Process
Design Guidelines
• Progress indicator
• Thumbnail images displayed in cart
• Automatic formatting of fields
• Clear & helpful error messages
• Prioritized buttons with clear wording
• Providing all info about purchase – shipping, return info, etc.
• Single-screen checkout
AVOID
• Short time-out periods
• Requiring ‘registration’ as a separate step

81. Conversion Optimization –
Tools & Techniques
to Get There

82. Analytics
Make
meaning
out of
metrics

83. Usability Testing

84. Site Effectiveness Reviews

85. A/B Testing

86. A/B Testing

87. Multivariate Testing
Compare multiple images…
…and multiple headlines

88. Multivariate Testing

89. Agency-focused tool for multivariate testing

90. Some Tool Vendors
• Usability Testing Software
– Morae - www.techsmith.com/morae.asp
• Analytics Tools:
– Google Analytics – www.google.com/analytics
– Omniture – www.omniture.com
– WebTrends – www.webtrends.com
– CoreMetrics – www.coremetrics.com
• Multivariate Testing Tools:
– Google Website Optimizer - http://services.google.com/websiteoptimizer/
– OptiMost – www.optimost.com
– Offermatica – www.offermatica.com
– WideMile – www.widemile.com

91. Read “Web Design for ROI”
You’ll receive:
• A cool book to give your team, boss, or client
• Humorous quotes and pithy writing
• The business case for conversion optimization
• Motivating case studies
• Concrete design guidelines to test
• Clear examples from a wide variety of sites
• Clear “how to” technique and tool descriptions
“My advice? Read, review, implement and measure. The results will be worthwhile.
-- Kelly Goto, Principal and Founder, gotomedia
Learn more at:
quot;Most design books are about making your web site pretty. Others are about
understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com
on your web site doing what you want it to: make you money.quot;
-- Bryan Eisenberg, bestselling author of Call to Action
quot;Filled with practical design tips proven to increase conversion rates and improve your
online results.quot;
-- Jeff Hackett, SVP, Online Sales, Wachovia
90

92. Read “Web Design for ROI”
You’ll receive:
• A cool book to give your team, boss, or client
• Humorous quotes and pithy writing
s?
• The business case for conversion optimization
on
esti• Motivating case studies
Qu
• Concrete design guidelines to test
• Clear examples from a wide variety of sites
• Clear “how to” technique and tool descriptions
“My advice? Read, review, implement and measure. The results will be worthwhile.
-- Kelly Goto, Principal and Founder, gotomedia
Learn more at:
quot;Most design books are about making your web site pretty. Others are about
understanding the technical aspects. Web Design for ROI is the rare book that focuses www.WebDesignForROI.com
on your web site doing what you want it to: make you money.quot;
-- Bryan Eisenberg, bestselling author of Call to Action
quot;Filled with practical design tips proven to increase conversion rates and improve your
online results.quot;
-- Jeff Hackett, SVP, Online Sales, Wachovia
91

93. Thank You!
lance@closed-loop-marketing.com
sandra@closed-loop-marketing.com