8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar

8 Essential Usability & Conversion Optimization Tips by Paul Rouke Head of Usability at PRWD 12 th July 2011 @ FutureCommerce 2011 by How Do Bridgewater Hall, Manchester Twitter Hashtag #fcomm2011

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],About PRWD

PRWD Clients Include PRWD clients

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is Usability and User Experience? What is good website usability?

What does all this mean for website owners? more & more expectant visitors...

[object Object],Don’t neglect what actually happens ON your website

[object Object],[object Object],[object Object],[object Object],[object Object],The financial impact of improving your website conversion rate

[object Object],[object Object],Calculate your potential ROI

[object Object],Provide transparency

What ASOS don’t do ,[object Object],[object Object],[object Object],[object Object]

More details - http://bit.ly/ASOSbbp

[object Object],[object Object],[object Object],[object Object],[object Object],Questions on your website…

Photo credit - http://www.flickr.com/photos/adactio/99387925/lightbox/

[object Object],Answer visitor questions

Test version A Does answering questions improve conversion?

Test version B Does answering questions improve conversion?

Test version A v Test version B - RESULTS + 66% Does answering questions improve conversion?

[object Object],[object Object],[object Object],[object Object],Questions on your website…

Photo credit - http://www.flickr.com/photos/sooperkuh/2932775162/

[object Object],Remove barriers to entry

Remove barrier but still give the option

A much better way to encourage ‘registration’ More details - http://bit.ly/reduceabandons

If users have to, the word ‘register’ is a barrier

Replace the words register/registration

Photo credit - http://www.flickr.com/photos/editor/283989913/

[object Object],Focus the user on what you want them to do

Bad Example Don’t use 1 button style for all actions

Bad Example Focus on the primary action for each page

Consider what you want visitors to do

Don’t be shy about attracting attention

Bad Example Don’t clutter your primary CTA

Focussing the visitor on what you want Use button size, style and colour to focus the user and increase conversions

[object Object],Listen to what your customers and prospects have to say

We all know how important it is to be considerate of what people want… especially when buying Christmas presents… …look what can happen when we’re not!

[object Object],[object Object],User testing overview Guerrilla Remote Moderated More details - http://bit.ly/usertesting101

What are the business benefits of user testing? More business benefits here: http://bit.ly/UTbenefits Photo credit - http://www.flickr.com/photos/wwarby/4915772994

What is remote user testing? Cheap Simple Enlightening Delivers actionable results

Try it for FREE with a PRWD partner: Visit http://whatusersdo.com Use promo code PRWD 1st 20 get one FREE test

What is moderated user testing? In-depth Comprehensive Important for larger brands Delivers actionable results

Some insights from user testing with our client ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Questions for you and your business…

[object Object],Stick to ‘best practice’ in most cases

[object Object],WFT does usability best practice actually mean?

[object Object],usability best practice

[object Object],e-commerce usability best practice

[object Object],[object Object],[object Object],Gaining a true representation of how a website is performing is crucial, and there is one thing that traffic segmentation does do - it delivers benefits to clients, agencies and last but not least end users. Advanced Traffic Segmentation

| ,[object Object],[object Object],[object Object],Companies still gladly increase acquisition spend in order to improve sales, without investing seriously and continually in on-site conversion optimisation Split and Multi-variate Testing

Don’t neglect what actually happens ON your website Key takeout for all

Connect with me http://uk.linkedin.com/in/paulrouke Office: 0161 228 0585 Mobile: 07739 745 126 Email: paulrouke @ prwd.co.uk Web: http://www.prwd.co.uk PRWD 22 Lever Street Manchester M1 1EA http://twitter.com/paulrouke

Thankyou for listening “8 Essential Usability & Conversion Optimization Tips” by Paul Rouke Slides, resources, tools & best practice available here: http://bit.ly/CROresources

8 Essential Usability and Conversion Optimisation Tips - How Do Future Commerce 2011 Seminar

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