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Digital marketers love a good bandwagon. And with technology evolving at hyperspeed, it's no wonder that so many of us jump on the latest trend without fully knowing how it might impact conversions. In this Unwebinar, join bestselling author and landing page expert Tim Ash as he dispels many of the misconceptions around conversion rate optimization and gives you the reality check that you need to succeed. You'll learn: -Why you shouldn’t just rely on your web designer to create your landing pages -When testing won’t help (and what to do about it) -How to go responsive without compromising the mobile user experience -Why you can’t use software as a replacement for skilled optimization expertise ...plus, much more!
Citation preview
Tim Ash C.E.OSiteTuners
Thank you for joining us!We’ll be starting in just a few
minutes
#unwebinar @unbounce @tim_ash
Lou SturmCustomer Success
ManagerUnbounce
Conversion Mythbusting: Common Misconceptions That Are Killing Your Landing Pages
Webinar recording and slides will be emailed by the end of the week
try.unbounce.com/for-mythbusters
See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
Stick around after the webinar
#unwebinar @unbounce @tim_ash
Lou SturmCustomer Success ManagerUnbounce
@loutangclanJOIN OUR
CHATON
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JOIN OUR CHAT
ON TWITTER
Tim AshC,E.OSiteTuners
@tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Conversion Mythbusting:Misconceptions that are killing your landing pages
Tim Ash - CEO
Webinar October 22, 2014
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ashCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Foreword:Where Am I Coming From
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
About SiteTuners
• San Diego based conversion rate optimization agency
• Large and small company clients worldwide
• Serving B2C, B2B, and eCommerce
Practice areas:
– Conversion-focused website blueprints (full redesigns & quick facelifts)
– Landing page test plans & testing strategy development
– Conversion management, internal team mentoring & training
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
M O R E T H A N
s i n c e 2 0 0 2
1200CLIENTS
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ashCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
For Your Consideration:The Popular Myths
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
We Need A “Responsive” Website
1
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Yesterday - a handful of incompatible browsers
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Today - an explosion of diverse devices
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Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
The answer is to draw pretty boxes…
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
…and code them into responsive one-page sites
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
“[Most responsive websites] are infinitely scrolling pieces of crap.”
- Richard Banfield, CEO of Fresh Tilled Soil
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
We need to be responsive to the context
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Why it is a problem
• Breaks the hypertext paradigm – nothing to optimize except the order of the linear presentation
• Ignores visitor context, intra-day usage patterns, and multi-screen use – simply resizes within a column, and reflows multiple columns.
• Distorts spatial relationships & undermines usability (proximity, ordering, containment, grouping, accessibility)
• Requires massively increased QA costs and results in much heavier code
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
What you should think about
• Consider dedicated smartphone, tablet, and desktop experiences - don’t just reformat the same info
• Radically rethink the context and mindset of mobile users – tasks and calls-to-action will probably be different
• Design for transitions between experiences (including online and offline) and for multiple simultaneous screens
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Tactical Testing Is The Answer To Everything
2
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Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
More & faster testing is the best measure of CRO progress!
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Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Climbing in the blizzard – making progress…
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… The next morning – you can’t get there from here
You wanted to be here
You ended up here
You started here
The Valleys of Tears
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Why it is a problem
• Testing velocity becomes an end onto itself• Testing trivial stuff is a crutch – reduced to settling bar bets• Diminishing results as page improves and game-changing ideas are scarcer• Undervalues & often preempts or compromises large-scale redesigns• Is largely incompatible with major improvements via redesigns, business
model changes, or major technology platform implementations
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
What you should think about
• Pick flexible testing tools that allow you to test non-trivial ideas• Understand when testing is not appropriate• Focus on profit improvements and not testing velocity (effectiveness vs
efficiency)• Have a tactical and strategic testing tracks going side by side• Stop testing during major projects to gain the best long-term outcomes
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Designers Should Create Your Pages
3
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Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Design is best left to the pros
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Not sure what you do…
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…but you sure look great doing it!
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“In our company, the wireframes are a rough point of departure
for the visual designers”
- Anonymous Fortune-500 SiteTuners client
After we had worked for months on developing user scenarios and detailed wireframes, gotten sign-off on them, and then saw the completely unrelated mockups that their visual designers had created
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Currently doing a major remodel…
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…what color should I paint my bathroom?
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Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
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Still have not chosen the paint color…
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Overview of Conversion Focused Redesign
• Begin with an understanding of the business
• Diagnose the current state of it from the perspective of the
user
• Create a solid user experience for all major tasks
• Define visual layer to support that experience
• Make sure nothing gets distorted or hijacked during
development
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Understand The Business Goals & History
Kick-off Meeting – During the course of an comprehensive kick-off meeting review an extensive list of questionnaire designed to ensure that we understand the client’s business background to the level that we need for a successful project. Gather additional “homework” and supporting materials.
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Develop User Scenarios & Grade The CX
Problem Identification – From the perspective of the visitors, create several scenarios that represent common tasks performed by important classes of website visitors. Create narrative user experiences and score using grades.
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Create Wireframes & Information Architecture
Information Architecture & Wireframes – Present the proposed new information architecture or page flow, along with wireframes for important pages.
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Create rough visual designsRough Visual Designs – Create rough visual designs of the previously developed wireframes. The main purpose is to indicate the appropriate visual emphasis and relative importance of page elements in order to support the conversion goals.
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Hand over Photoshop filesPhotoshop Files – Mockup designs are delivered in layered Photoshop file format to developers.
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Keep a short leash during developmentImplementation Reviews – Frequently touch base during development to ensure that the design is properly interpreted and to address any questions that arise during implementation. Do not allow significant deviations from original plans.
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
Why it is a problem
• Visual embellishments often destroy the business purpose and usability of the web experience
• Brand is considered sacrosanct and is not used to support business goals• The underlying user experience is often very weak• Only aesthetic of designer is considered – not needs of your visitors • No formal process exists to improve (or even consider) conversion
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
What you should think about
• Understand the psychological predisposition of creative visual designers• Insist on evidence or objective standards for visual embellishments – must
be intended to improve conversion rates• Often, boring and simple (a.k.a. clear and effective) is best• Resist groupthink and visual fads• Spend a lot more time on the stuff that you can’t see• Have a formal process for improving conversion in major redesigns – with
the visual design step as last
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ashCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Final Thoughts
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Everything is not “awesome”
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ashDon’t be like this guy
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Be brutally honest & look for problems
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Stay flexible and adapt
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Get a seat at the grown-up tableby climbing out of your silo
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Focus first on your audience – not your business
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ashSorry if you don’t like my conclusions…
Copyright © 2014, SiteTuners – All Rights Reserved. #unwebinar #CRO @unbounce @tim_ash
… feel free to get some of your owndirect experience.
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SAVE $400
• increase your revenue and profit• generate more leads• land more customers• boost sales and paid memberships• maximize your marketing ROI
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Get a Free 15-minute Conversion Review• Interactive review of your key conversion paths
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Limited Availability – first 5 to sign up
To take advantage of this FREE offeryou must schedule by October 25, 2014
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(619) 990-9062 mobile
(800) 521-5066 work PST
twitter @tim_ash
www.linkedin.com/in/timash
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skype tim_ash1
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