How to Increase Web Site Conversions with Persuasive Design

Conversion Web DesignPresented by: Kim Krause

BergUsability Analyst,

Internet Marketing NinjasFounder & Administrator,

Cre8asiteforums

March 19, 2014

Conversions Start With a Conversions Start With a PlanPlan

Why Conversions?Why Conversions?

What You Think It IsWhat You Think It Is

You =• Make more money• Get more

subscriptions• Increase form

submissions• Increase sales leads• PPC landing pages• Something my SEO

wants me to do

What They Think It IsWhat They Think It IsSite Visitors =• Do they have what I need?• Are they genuine, credible?• Do they provide excellent customer

service?• Prices? • Opt-in/opt-out signup• Are they spying on me?• Will I be able to read it?• Where did they put the stuff I

want?• Can I access their site from my

phone?• Can I use a screen reader to use

their site?• Can I get in and out in a hurry?

Persuasive Conversions Persuasive Conversions Design Is Purposeful Design Is Purposeful

DesignDesign

Gibbs Rule #57 “Give them what they want, when they want it, how they want it, why they want it, and where they want it.”

User Experience

Confusability – Hey. No Confusability – Hey. No ExcusabilityExcusability

Brand and CredibilityBrand and Credibility

User Experience = Make Your Site Easy to Use

Customer ServiceCustomer Service

Web Site RequirementsWeb Site Requirements

Gather Conversions Gather Conversions RequirementsRequirements

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

Mobile? Mobile?

According to the PEW Research Internet Project (www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet), as of January 2014:

91% of American adults have a cell phone.55% of American adults have a smart phone.32% of American adults own an e-reader.42% of American adults own a tablet.44% of cell owners sleep with their phones next to their bed

25% buy online in their sleep (I made that up.)

Search Engines & SocialSearch Engines & Social

Search = Findability= Usability = Increased Increased

ConversionsConversionsI FOUND IT!

What matters to you?• Search Engine Rank• PR scores• Landing pages that

convert• Authority• Brand reputation

Social BuzzSocial Buzz

Make this count. Make this count. Add your social networks to your web site and provide a reason for visitors to “Follow”.

AccessibilityAccessibility

ConversionsConversions

#1 Tactic: Provide the #1 Tactic: Provide the Answers Answers at the point of the at the point of the

question 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

Common Designs that Common Designs that Decrease Decrease ConversionsConversions

• “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

Conversions and Accessibility

Color contrast - www.joedolson.com/tools/color-contrast-compare.php

Tools for Accessibility and Mobile

Firefox and Chrome Extensions for web development; remove images, accessibility, color pickers

http://www.themobileplaybook.com/

Free Mobile Emulatorhttp://mite.keynote.com/

Information Information Architecture/NavigationArchitecture/Navigation

Persuasive Design = Persuasive Design = Communicate Sense of Communicate Sense of

PlacePlace• Choose keywords for

content headings• Research taxonomies.

What terms do your target visitors use?

• Breadcrumb navigation

• Scrolling……..easy to hide call to action

• Anchor text must meet user expectations (where are your taking them?)

IA ToolsIA Tools

1. Mock Flow – Chrome application2. Balsamiq - balsamiq.com3. Slickplan - slickplan.com/

SEO and Usability for SEO and Usability for Persuasive Design Persuasive Design – Yes.Yes.

www.internetmarketingninjas.com/internetwww.internetmarketingninjas.com/internet-marketing-ebooks/natural-website-conversions.html-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

Copywriting = Karen Copywriting = Karen ThackstonThackston

Calls to Action – Make Them Easy Make Them Easy to Findto Find

Remember: “Users” Are People with Feelings, Experiences, Opinions, Learned Behavior1. Interpersonal: loss of dignity, insult, humility2. Psychological: confusion, discomfort, frustration,

boredom3. Understand your visitors’ goals and motivations4. Show them the way5. Provide value (but don’t overwhelm)6. Learn more:

www.humanfactors.com/home/usability.asp

People and Sites to Stalk• rosenfeldmedia.com/

books/• Susan Weinschenk• Roger Dooley• Tim Ash• Bryan Eisenberg

• Udemy – Courses!• Steve Krug – “Don’t

Make Me Think”• Shirley Tan – “Ecom

Hell”

Tracking ConversionsTracking Conversions• Tracking code• Google Analytics• User testing• Server logs• Free Tools -

internetmarketingninjas.com/tools

Invest in:

Usability and Conversions site reviews

Find Kim Krause Berg

Internet Marketing NinjasUsability and Persuasive Design

Audits

Plus, Shopping Cart, Software Application, Mobile, Accessibility Testing•https://twitter.com/kim_cre8pc•https://www.facebook.com/cre8pc•Cre8asiteforums.com