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