This document summarizes a presentation on usability conversion tactics for websites. The presentation covers gathering requirements such as business goals and target audiences before beginning design. It provides tips for persuasive design such as answering questions upfront and using action words. Common issues that decrease conversions include unclear links, readability problems, and slow load times. Tracking conversions through analytics and testing is recommended. Tools for design, testing, and learning more are also listed.

1. Pubcon Regional Austin 2014
Usability Conversion Tactics
Presented by:
Kim Krause Berg, Usability and
User Interface Analyst
Internet Marketing Ninjas

2. Usability and Persuasive
Website Design is
Purposeful Design
Conversions
Understand your visitors goals
and motivations
“Economy of Form” = using less
to accomplish more
Remove the mystery

3. elcome to Austin

7. Stuff to Think About Before You Begin Persuasive Design
GATHERING YOUR DUCKS

8. Gather Conversions
Requirements
 What is the top
business
requirement?
 Who is your target
market/visitors?
 Mobile?
 Directory?
 Why choose your
site?
 What keywords to
people use to find
your site?
 Accessibility?
 Social?
 Prioritize main user
tasks

9. Tips and Recommendations
PERSUASIVE WEB DESIGN
TACTICS

10. Provide the Answers at the
point of the question
• Before the slider,
add introductory
text and a heading
• Add action words to
navigation link
labels
• Make calls to action
obvious
• Avoid gray colored
text
• Test for color
contrasts
• Use common terms
• Remove distractions
• Provide proof

11. Common Issues that Decrease
Conversions
•
•
•
•
•
•
•
“Mystery” links
Unidentified links
Readability
Understandability
Navigation/Poor IA
Functional/Errors
Credibility
• No page consistency
• Rendering on
various devices
• Load time
• Ads
• Moving images
• Calls to action
below page fold

12. Tracking Conversions
Invest in:
•
•
•
•
Tracking code
Google Analytics
User testing
Server logs
Usability and
Conversions site
reviews

14. Tools
•Firefox and Chrome
Extensions for web
development; remove
images, accessibility,
color pickers
•Color contrast https://www.joedolson.c
om/tools/color-contrastcompare.php
•http://www.themobilep
laybook.com/
Alertbox
http://www.nngroup.com
/articles/
Steve Krug – Don’t Make
Me Think, 2nd Edition
Free Mobile Emulator
http://mite.keynote.com/

15. http://www.internetmarketingninjas.com/internet
-marketing-ebooks/natural-website-conversions.html
Free Download
With under five seconds to make a
connection with site visitors, your
web site must present value, trust,
authority, ease of use, main tasks,
and answers to top questions,
inspire and motivate. This book
explains how to decrease site
abandonment and bounce rates,
increase page views and
conversions and send happy
signals to search engines.
File type: PDF

16. Thank you!
Questions? Email me at kim@iminjas.com
Visit Cre8siteforums.com and Internet
Marketing Ninjas
Facebook/cre8pc
Twitter/kim_cre8pc