Ecommerce Hands on Workshop - Tim Ash

Landing Page Optimization – Hands On
Workshop

Tim Ash – CEO

Sao Paulo, March 16, 2013

Copyright © 2012 SiteTuners - All Rights Reserved.

About SiteTuners

• Best-practices website blueprints (tactical & strategic)
• Landing page test plans & strategy
• Internal optimization team mentoring & training
• More than 1200 clients since 2002

Copyright © 2013, SiteTuners - All Rights Reserved.

Overview

• Background

• The Seven Deadly Sins of landing Page Design

• The Matrix

• Roles
• Tasks

• AIDA

• Awareness
• Interest
• Desire
• Action

• Appendix: SiteTuners Strategic Conversion Jumpstart Overview

Background


What is Landing Page Optimization?

• Online Marketing Activities
• Acquisition – Get people to your site
• Conversion – Persuade them to take desired action
• Retention – Increase lifetime value of relationship

• Conversion Rate
• Percentage of visitors who take desired action

• Landing Page Optimization
• Improving conversion rate by testing website changes


When Testing is not Appropriate

• When problems are obvious – just fix them

• When there is not enough traffic

• When the traffic is too unstable/seasonal

• When the traffic sources are “spiky”


What is a Camel?

A Horse Designed by Committee


Who should design your site?

Ad Your
Agency Boss

I.T. Webmaster
Marketing


None of the above…

Ad Your
Agency Boss
YOUR
WEBSITE
I.T. VISITORS
Webmaster
Marketing

Your website serves too many masters.
It should be focused only on conversion.

Types of Landing Pages

• Main site
• A page that is part of your corporate site (includes
global navigation and page layout template)
• Microsite
• Special purpose site for single conversion action and
supporting information
• Stand-alone
• Single page (may lead to a linear conversion
process)


Conversion Actions

• Advertising - ad revenue per page

• Click-through - click-through rate

• Education - time on site, number of page views

• Downloads or printouts - rate of downloads

• Form fills - rate of formfills

• Purchase - sale rate, revenue per visitor, profit per visior


Profit Impact of Conversion Improvement

PI = R x CIP x (1-VCP)

PI - Profit Improvement
R - Annualized lifetime value revenue run rate
VCP - Variable cost percentage
CIP - Conversion improvement percentage


Impact of Improved Conversion Rate

Profit impact is disproportionate if marketing is your only cost

Cost - $1.00
Value - $1.25
Profit - $0.25

A 20% increase in conversion rate…

Cost - $1.00
Value - $1.50 ($1.25 x 120%)
Profit - $0.50

…will DOUBLE your profits!


The Seven Deadly Sins
of
Landing Page Desing


Before


After


146 clickable links!

After

+ 51%
+ $48,000,000


After

+ 17%


+ 58%


+ 40%


7 Deadly Sins Recap

• Unclear call-to-action
• Too many choices
• Asking for too much information
• Too much text
• Not keeping your promises
• Visual distractions
• Lack of trust


Multiple Sins Case Study
CREDO Mobile


The Matrix


The Matrix

Getting the right people,

through the right activities,

in the right order.

The Matrix = Roles x Tasks x AIDA


Roles

Visitor classes who interact with the mission-critical
parts of your site.


Sample Roles - 1 of 2

• Plumbing-supply company
• retail customers (looking to buy an individual replacement part)
• plumbing contractors (need an array of parts for a specific customer job)
• wholesale buyers and real estate developers (need large volume price
breaks and extended payment terms)

• Dating service
• prospective member (has not signed up yet)
• new member (has paid but has not set up a complete personal profile)
• experienced member (has done multiple searches and contacted other
members)


Sample Roles - 2 of 2

• Educational-saving-plan provider
• future recipients (children under age 18)
• parents of recipients (who typically establish the plan)
• relatives and friends (who may contribute money to the plan)

• Consumer e-tail company
• new visitors (who have not been to your site before)
• returning visitors (who have been there but have not bought yet)
• first-time buyers (trying to complete their first purchase)
• repeat buyers (who already have their information stored in your system)
• e-mail list members (who have signed up to hear about future special
offers)


Example Roles


Tasks

Specific activities that a visitor in a particular role
wants to complete.


Sample Tasks

• Insurance comparison site
• Find three, $1-million term life insurance quotes for a healthy 30-year-old
single man living in California.

• Network security company
• Download and open the whitepaper on “Remotely Diagnosing Security
Threats.”

• E-commerce site
• Determine the cost of a Model-XYZ laptop computer when configured with
the optional DVD drive.

• Photo-sharing site
• Activate your free account and upload a picture from your local computer.


Example Tasks

• Prospective travelers
• Book a flight

• Booked travelers
• Check in online

• Check your flight status

• View or change your
flight


Defining Roles & Tasks

[Participant Exercise]


“AIDA”

• Awareness (Attention)
• Interest
• Desire
• Action


Common Awareness Problems

• Banner ads

• Entry pop-ups

• Cluttered homepages


Awareness Squandered…

146 clickable links!

… Focus on Visitor’s Goals


Keys to Creating Awareness

• Stop screaming at your visitors

• Eliminate choices

• Unclutter what remains


The Rules of Web Awareness

• If you can’t find something easily, it does not exist

• If you emphasize too many items, all of them lose
importance

• Any delay increases frustration


The Rules of Web Interest

• Understand who I am
• Self-selection into roles

• Understand what I am trying to do
• Need-recognition into tasks


Typical Desire Activities

Do you have what I want?

• Research

• Compare

• Get details

• Customize


Frustrating User Experience …


Helpful Research

Context sensitive search wizard

• Text

• Category

• Brand

• Size

• Color
• “On Sale” & “New”


The Rules of Web Desire

• Make me feel appreciated

• Make me feel safe

• Understand that I am in control


Action Stage Considerations

Why should I get it from you?

• Brand strength

• Previous resource investment - “satisfycing”

• The total solution

• Risk reducers & credibility


Example - Unhelpful Risk Reducers


Example - Helpful Risk Reducers


Example - Credibility & Validation


The Rules of Web Action

• Get out of my way

• Make it easy

• Don’t surprise me


Poor Transaction Design (1 of 2)


Poor Transaction Design (2 of 2)


Better Transaction Design *

*However – best solution is to
remove registration requirement altogether.

Example - Transaction Interruption


Finding Missing AIDA Pieces

[Participant Exercise]


Appendix:
SiteTuners
Strategic Conversion
Jumpstart Overview


Strategic Conversion Jumpstart Summary

The Strategic Conversion Jumpstart is designed to
maximize the benefit from conversion rate
optimization activities via a comprehensive end-to-
end website redesign blueprint.

It covers all mission-critical pages (those involved in
the main conversion flows), as well as creating the
information architecture for the site.

It may involve changes to your business strategy,
site structure, and conversion goals on the website.
The post-Jumpstart website implementation is not
included and is the responsibility of the client.

Milestone 1

Kick-off Meeting – During the course of the meeting we will review
an extensive list of questions designed to ensure SiteTuners
understands your business background to the level that we need for a
successful project.


Milestone 2

Problem Identification – We will present our findings regarding the
sitewide conversion issues, and grade your site against several “use
case” scenarios that represent common tasks performed by your
website visitors.


“Use Case” Definition

A “use case” is a user experience design term indicating an
important or typical interaction with a system. In the case of a
website, it represents an important or common task that your
visitors will be trying to accomplish.

The use case is presented by SiteTuners from the perspective of
your visitor and includes a narrative description of their thought
process and emotional frame of mind.


Example Use Case

Upload Photos for safe storage and later sharing
Success Grade: D

Specific Task & Intent: A woman has just returned from a family vacation.

• She wants to upload photos of her trip to possibly later share with friends.

• Since some photos are on her iPhone, she’d like to be able to upload images
from both her PC and her iPhone.

• Security is very important to her – she’ll want to share photos only with friends.


Use Case 1
Sample Page of Use Case Narrative
• Our visitor logs into his account and is taken to the
“My Albums” page.

• He wants to quickly find a way to allow his friends to
upload photos to his album. He does not want to
simply give his friends his username and password.

• Looking around on the page, he sees the “Sharing”
button in the “My Gallery” section, and clicks on the
drop down menu.

• Upon clicking, he’s presented with these options.

• None of these choices seem appropriate, so he
continues looking elsewhere on the page.


Milestone 3

Information Architecture & Wireframes – We will present the
proposed new information architecture or page flow, along with
wireframes for important pages. You will have the opportunity to
provide one round of feedback which we will incorporate into the final
wireframes.


Milestone 4
Visual Mockups - We will present the visual mockups of a subset of
the previously developed wireframes. You will have the opportunity to
provide one round of feedback which we will incorporate into the final
mockups.


Milestone 5
Photoshop Files – Mockup designs will be delivered in layered
Photoshop file format after receipt of your final payment.


Milestone 6
Implementation Reviews - Also included is a block of post-project
consulting time to help ensure that the design is properly interpreted
and to address any questions that arise during your implementation.
These consulting hours must be used within a specified time window
after the delivery of your Photoshop files.


Express Review - Special Offer

• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page

http://Express-Review.com – Starting at only $699

Mention “BRAZIL” after you order to get $100 off
(order before March 30, 2013 by credit card)


2013 - San Francisco – Paris - Chicago – Boston – London - Berlin

Susan Steve BJ Jared Roger Brian
Weinschenk Krug Fogg Spool Dooley Massey

Bryan Michael Tom Tim Patrick Jakob Amy
Eisenberg Summers Davenport Ash Bultema Nielsen Africa

Copyright © 2013, SiteTuners - All Rights Reserved. Company Confidential – Do Not Redistribute Without Written Authorization.

Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1


Ecommerce Hands on Workshop - Tim Ash

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