- 1.Usability & User Interface
2. A brand is no longer what we tell the consumer it is it is
what consumers tell each other it is. Scott Cook, Founder of Intuit
3. Usability 4. If they cant use it...people will leave. 5.
Increase the number of people who buy, call, fill out contact form,
subscribe, follow, share, return visit, recommend, or whatever your
goal is. Number of Completions Number of Visitors = Conversion 6.
Bounce Rate If your bounce rate is high, then your landing page is
likely irrelevant to your visitors and as a result, conversions are
likely to be lower. 7. Overall Design People do judge a book by its
cover and its no different for a website. 8. Overall Design 9.
Navigation You shouldnt have to tell your viewers where to click
for more information. 10. Confirmation Message Improved conversion
rate from 25.3% to 47.8% 11. Clear Actions 12. Speed 13. Banner
Blindness 14. Comprehension 15. Nielsons Usability Study Shows that
79% of web users scan rather than read 16. Promotional writing
(control condition) using the "marketese" found on many commercial
websites Nebraska is filled with internationally recognized
attractions that draw large crowds of people every year, without
fail. In 1996, some of the most popular places were Fort Robinson
State Park (355,000 visitors), Scotts Bluff National Monument
(132,166), Arbor Lodge State Historical Park & Museum
(100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Control 17. Concise text with about half the word count as the
control condition In 1996, six of the best-attended attractions in
Nebraska were Fort Robinson State Park, Scotts Bluff National
Monument, Arbor Lodge State Historical Park & Museum, Carhenge,
Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State
Historical Park. Usability Improvement: 58% 18. Scannable layout
using the same text as the control condition in a layout that
facilitated scanning Nebraska is filled with internationally
recognized attractions that draw large crowds of people every year,
without fail. In 1996, some of the most popular places were: Fort
Robinson State Park (355,000 visitors) Scotts Bluff National
Monument (132,166) Arbor Lodge State Historical Park & Museum
(100,000) Carhenge (86,598) Stuhr Museum of the Prairie Pioneer
(60,002) Buffalo Bill Ranch State Historical Park (28,446).
Usability Improvement: 47% 19. Objective language using neutral
rather than subjective, boastful, or exaggerated language
(otherwise the same as the control condition) Nebraska has several
attractions. In 1996, some of the most- visited places were Fort
Robinson State Park (355,000 visitors), Scotts Bluff National
Monument (132,166), Arbor Lodge State Historical Park & Museum
(100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer
(60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Usability Improvement: 27% 20. Combined version using all three
improvements in writing style together: concise, scannable, and
objective In 1996, six of the most-visited places in Nebraska were:
Fort Robinson State Park Scotts Bluff National Monument Arbor Lodge
State Historical Park & Museum Carhenge Stuhr Museum of the
Prairie Pioneer Buffalo Bill Ranch State Historical Park Usability
Improvement: 124% 21. Stock vs. Authentic A 34% increase in memory
retention 22. Related Images 23. Eye-tracking heat map of a baby
looking directly at us. 24. Eye-tracking heat map of a baby looking
at the text. 25. INCREASING CONVERSION 26. IMAGES 48% more
conversions as compared to generic icon. 27. HEADLINES 30% more
sign-ups than the original Start a Highrise Account. 28. ACTION
TEXT 173% Increase in Conversions 29. BUTTONS 28% more conversion
with Its Free 34% simply by changing the color 30. NUMBER OF STEPS
22% Higher Conversion on Single Page Checkout 31. FORM LAYOUTS Lots
of factors can increase conversion. 32. WRONG INDICATORS 400%
Conversion Increase without Secure Icon. 33. RIGHT INDICATORS At
The Right Time 34. LIMITING ACTIONS Lots of factors can increase
conversion. 35. FINDABILITY First Rule In E-Commerce. 36. A/B +
MULTIVARIET TESTING 37. TEST GROUPS Whats The Right Number of Users
38. TIMING Limited time offer. LAYOUT Placement, Spacing, etc.
MESSAGING Make it more valuable. ACTIONS Text, layout, look. TESTS
What To Test NAVIGATION Text, layout, look, features. DESIGN
Overall look, colors, etc. IMAGES Type, location, size. EVERYTHING
Your site is unique. 39. TOOLS Where To Start USEIT.COM Great
articles. ABTESTS.COM Tons of examples. OPTIMIZLY.COM Online SAAS.
GOOGLE CONTENT EXPERIEMENTS Analytics integrated.
FIVESECONDTEST.COM Simple tool. INSIVIA Hey, had to add us. 40.
Usability Beyond the Web 41. Stay Connected: Upcoming Seminar:
Social Media August 29th, 2013 QA
