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Conversion Web Design Presented by: Kim Krause Berg Usability Analyst, Internet Marketing Ninjas Founder & Administrator, Cre8asiteforums March 19, 2014

How to Increase Web Site Conversions with Persuasive Design

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Whether you have an established website, are launching a new one or seeking ideas for a redesign, how do you know what works best for increasing conversions? Does user experience design interfere with your search engine marketing strategies? What design changes can you make now that will bring an instant conversions lift? This fun session provides tips, tools and action items to build a successful website that both search engines and your visitors will love.

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Page 1: 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

Page 2: How to Increase Web Site Conversions with Persuasive Design

Conversions Start With a Conversions Start With a PlanPlan

Page 3: How to Increase Web Site Conversions with Persuasive Design

Why Conversions?Why Conversions?

Page 4: How to Increase Web Site Conversions with Persuasive Design

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

Page 5: How to Increase Web Site Conversions with Persuasive Design

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?

Page 6: How to Increase Web Site Conversions with Persuasive Design

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.”

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User Experience

Page 8: How to Increase Web Site Conversions with Persuasive Design

Confusability – Hey. No Confusability – Hey. No ExcusabilityExcusability

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Brand and CredibilityBrand and Credibility

Page 10: How to Increase Web Site Conversions with Persuasive Design

User Experience = Make Your Site Easy to Use

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Customer ServiceCustomer Service

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Web Site RequirementsWeb Site Requirements

Page 13: How to Increase Web Site Conversions with Persuasive Design

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

Page 14: How to Increase Web Site Conversions with Persuasive Design

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.)

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Search Engines & SocialSearch Engines & Social

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Search = Findability= Usability = Increased Increased

ConversionsConversionsI FOUND IT!

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

convert• Authority• Brand reputation

Page 17: How to Increase Web Site Conversions with Persuasive Design

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”.

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AccessibilityAccessibility

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Page 20: How to Increase Web Site Conversions with Persuasive Design

ConversionsConversions

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#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

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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

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Conversions and Accessibility

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

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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/

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Information Information Architecture/NavigationArchitecture/Navigation

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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?)

Page 27: How to Increase Web Site Conversions with Persuasive Design

IA ToolsIA Tools

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

Page 28: How to Increase Web Site Conversions with Persuasive Design

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

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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

Page 30: How to Increase Web Site Conversions with Persuasive Design

Copywriting = Karen Copywriting = Karen ThackstonThackston

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

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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

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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”

Page 36: How to Increase Web Site Conversions with Persuasive Design

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

internetmarketingninjas.com/tools

Invest in:

Usability and Conversions site reviews

Page 37: How to Increase Web Site Conversions with Persuasive Design

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